2018UX(用戶(hù)體驗(yàn)）分析報(bào)告

注：本文共7782字，翻譯15小時(shí)，閱讀15分鐘。我知道大多數(shù)人是看不下去的，但請(qǐng)注意文中那些國(guó)外的鏈接（需要工具）。

譯文：三米工作室——WE小組

寫(xiě)在開(kāi)頭：

our State of UX in 2018 report is out.Check it out and share it with your UX friends.

我們2018年UX狀態(tài)報(bào)告出來(lái)了?？纯此?，并與你的UX朋友分享它。

We manage so much content every weekthrough our Medium publication and our weekly newsletter, that filtering thesignal out of the noise almost becomes second nature to us. This is the thirdyear in a row that we publish this report, so I guess we can now say it hasbecome a tradition.

我們每周都通過(guò)我們的媒體出版物和每周時(shí)事通訊來(lái)管理如此多的內(nèi)容，以至于從噪音中過(guò)濾出的信號(hào)幾乎成為我們的第二天性。這是我們連續(xù)第三年發(fā)表這份報(bào)告，所以我想我們現(xiàn)在可以說(shuō)它已經(jīng)成為一種傳統(tǒng)。

Here are the questions that we askourselves every year:

以下的一些問(wèn)題我們每年都在思考：

What are the technologies that will affectour routine as designers the most in the coming year?

在接下來(lái)的一年里，哪些技術(shù)將對(duì)我們作為設(shè)計(jì)師的日常工作產(chǎn)生最大的影響？

How has the UX community organized itselfwhen it comes to sharing and discussing content online? What is changing?

當(dāng)涉及到在線(xiàn)分享和討論內(nèi)容時(shí)，UX社區(qū)是如何組織起來(lái)的？什么在改變？

What are some new behaviors we are seeingfrom users in the experiences we design?

在我們?cè)O(shè)計(jì)的時(shí)候，我們從用戶(hù)那里看到了什么新的行為？

How has our design process changed in thelast year, and how do we see it changing in the near future?

在過(guò)去的一年里，我們的設(shè)計(jì)過(guò)程發(fā)生了怎樣的變化，我們?nèi)绾慰创诓痪玫膶?lái)發(fā)生變化？

How has our tool set evolved?

我們的工具集是如何進(jìn)化的？

What transformations can we expect in ourdiscipline and our careers?

我們可以期望我們的紀(jì)律和事業(yè)發(fā)生什么樣的轉(zhuǎn)變？

What is the impact of the work we do inusers’ lives, in our work environment, and in our society as a whole?

我們所做的工作對(duì)用戶(hù)的生活、工作環(huán)境和整個(gè)社會(huì)的影響是什么？

1 The death and rebirth of UX? ? ? ? ? ? ? ? ? ? UX的死亡與重生

2 Designing for the age of immediacy? ? ? ? 面向即時(shí)時(shí)代的設(shè)計(jì)

3 Lack of diversity affects business? ? ? ? ? ?缺乏多樣性影響企業(yè)

4 Every interface is a story? ? ? ? ? ? ? ? ? ? ? ? ? 每一個(gè)界面都是一個(gè)故事

5 Redesigning the design process? ? ? ? ? ? ? ?重新設(shè)計(jì)過(guò)程

6 A new generation of collaboration tools?? 新一代協(xié)作工具

7 Branding beyond the pixels? ? ? ? ? ? ? ? ? ? ? ? 超越像素的品牌

8 Every designer is an influencer? ? ? ? ? ? ? ? ? 每個(gè)設(shè)計(jì)師都是有影響力的。

9 AI and the big why? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?AI和大問(wèn)號(hào)

1 The death and rebirth of UX

UX的死亡與重生

In our 2016 trend report, we pointed outthat the concept of being a UX Designer is becoming so pervasive that will soondisappear. Heading into 2018 this transformation is finally taking shape. Thevariety of platforms and channels we design for demands a new set of skills,methods, and body of knowledge that go beyond what the classic website-and-appUI designer can deliver.

在我們的2016年趨勢(shì)報(bào)告中，我們指出作為一名ux設(shè)計(jì)人員，它正變得如此普遍，很快就會(huì)消失。。進(jìn)入2018年，這一轉(zhuǎn)變終于形成。我們?cè)O(shè)計(jì)的各種平臺(tái)和渠道需要一套新的技能、方法和知識(shí)體系，這超出了經(jīng)典的網(wǎng)站和應(yīng)用程序用戶(hù)界面設(shè)計(jì)人員所能提供的范圍。

About the fall of UX can make designersanxious about their careers. But if you have been working in this industry forlong enough, you have probably seen this happen before. From “webmaster”, to“information architect”, to “interaction designer”, to “UX designer”, we havealways been able to adapt what we do and call ourselves – while maintaining ourmission of creating meaningful experiences for people.

關(guān)于UX淪陷的文章會(huì)讓設(shè)計(jì)師對(duì)自己的職業(yè)感到焦慮。但如果你已經(jīng)在這個(gè)行業(yè)工作了足夠長(zhǎng)的時(shí)間，你可能已經(jīng)看到這種情況發(fā)生過(guò)。從“站長(zhǎng)”到“信息架構(gòu)師”，再到“交互設(shè)計(jì)師”，再到“UX設(shè)計(jì)師”，我們總是能夠適應(yīng)我們所做的事情，并且告訴我們自己-我們的使命是為人們創(chuàng)造有意義的體驗(yàn)。

As the broad "UX designer" titlestarts to dissolve, we see fellow designers focusing on new paths andspecializations:

隨著廣泛的“UX設(shè)計(jì)師”頭銜開(kāi)始消失，我們看到其他設(shè)計(jì)師都專(zhuān)注于新的途徑和專(zhuān)業(yè)：

Some designers are adventuring in newfields and technologies, like virtual reality, conversational design, voiceinterfaces;

一些設(shè)計(jì)師正在探索新的領(lǐng)域和技術(shù)。如虛擬現(xiàn)實(shí)、會(huì)話(huà)設(shè)計(jì)、語(yǔ)音接口等；

Some are focusing on more specific areas ofthe design craft, like motion design, prototyping, UX writing;

一些人正專(zhuān)注于設(shè)計(jì)工藝中更具體的領(lǐng)域。喜歡運(yùn)動(dòng)設(shè)計(jì)，原型設(shè)計(jì)，UX寫(xiě)作；

Some are updating their titles to ProductDesigners, broadening their scope beyond interaction design to focus more onproduct strategy and business.

一些人正在向產(chǎn)品設(shè)計(jì)師更新他們的頭銜，將其范圍擴(kuò)展到交互設(shè)計(jì)之外，以更多地關(guān)注產(chǎn)品策略和業(yè)務(wù)。

"Improving people’s lives throughdesign” sounds like a great objective to put in your Linkedin profile. But thedesigns we create also have to make business sense.

“通過(guò)設(shè)計(jì)來(lái)改善人們的生活”聽(tīng)起來(lái)是你在LinkedIn上的一個(gè)很好的目標(biāo)。但是我們創(chuàng)造的設(shè)計(jì)也必須有商業(yè)意義。

2018 will be the year where designers will,not without struggle, learn to be more strategic about the features, screens,and experiences they design. It’s about time we accept the fact we are notartists and embrace being part of a business. For the best.

2018年，設(shè)計(jì)師們將不辭辛勞，學(xué)會(huì)在設(shè)計(jì)的功能、屏幕和體驗(yàn)上更具戰(zhàn)略性。是時(shí)候接受我們不是藝術(shù)家的事實(shí)了，我們應(yīng)該接受成為企業(yè)的一部分。為了最好。

2 Designing for the age of immediacy

面向即時(shí)時(shí)代的設(shè)計(jì)

Real-time social media experiences arechanging people’s expectations around how long it should take for products andservices to deliver on their needs. How does that affect the product you areworking on today?

實(shí)時(shí)的社交媒體體驗(yàn)正在改變?nèi)藗儗?duì)產(chǎn)品和服務(wù)需要多長(zhǎng)時(shí)間才能滿(mǎn)足他們的需求的期望。這對(duì)你今天正在開(kāi)發(fā)的產(chǎn)品有什么影響？

Live streaming on social apps is growingfast. Snapchat puts everyone's lives on the map and lets you follow yourfriends’ steps in real time. Messaging platforms, from Whatsapp to Intercom,allow businesses to have real-time (and automated) conversations with theircustomers. The constraints of tools, infrastructure and geographical barriersthat used to limit or delay communication have fallen.

社交應(yīng)用程序上的實(shí)時(shí)流媒體正在快速增長(zhǎng)。Snapchat把每個(gè)人的生命都擺在地圖上讓你實(shí)時(shí)跟隨你朋友的腳步。消息傳遞平臺(tái)，來(lái)自WhatsApp到對(duì)講機(jī)允許企業(yè)與客戶(hù)進(jìn)行實(shí)時(shí)(和自動(dòng)化)對(duì)話(huà)。用來(lái)限制或拖延通信的工具、基礎(chǔ)設(shè)施和地理障礙的制約因素已經(jīng)減少。

3 Lack of diversity affects business

缺乏多樣性影響企業(yè)

The whole reason why User-Centered Designexists as a discipline is that the audience of a product is inherentlydifferent than the designer who created it. They have different ages, genders,religious beliefs, cultural backgrounds, political views, They come fromdifferent cities or countries, But most importantly: they think differentlythan you.

以用戶(hù)為中心的設(shè)計(jì)作為一門(mén)學(xué)科存在的全部原因是，產(chǎn)品的受眾與創(chuàng)造它的設(shè)計(jì)師有本質(zhì)上的不同。他們有不同的年齡，性別，宗教信仰，文化背景，政治觀(guān)點(diǎn)，他們來(lái)自不同的城市或國(guó)家，但最重要的是：他們的想法與你不同。

User-Centered Design – and its mindset ofbringing users into the design process – exists to reduce gaps between who iscreating a product and who is using it. UX is about closing the gap betweenpeople.

以用戶(hù)為中心的設(shè)計(jì)-以及它將用戶(hù)引入設(shè)計(jì)過(guò)程的思維方式-存在于減少正在創(chuàng)建產(chǎn)品的人和正在使用產(chǎn)品的人之間的差距。UX是為了縮小人與人之間的差距。

There are two broad strategies you can useto close that gap:

要縮小這一差距，可以采用兩大戰(zhàn)略：

You can reduce the gap, by incorporatinguser research methodologies into your design process. This allows the team tofind out, ahead of time, if a particular feature in your product is not workingfor a certain audience segment (e.g. testing the Snapchat filter mentionedabove with the right users before launch would have saved the companyleadership a lot of trouble).

你能減少這個(gè)缺口，通過(guò)結(jié)合用戶(hù)研究方法論到你的設(shè)計(jì)進(jìn)程中去。這讓團(tuán)隊(duì)能夠提前發(fā)現(xiàn)，如果你產(chǎn)品中的某一特定功能不適合某一特定受眾群體(例如，在推出之前對(duì)正確的用戶(hù)進(jìn)行Snapchat過(guò)濾器測(cè)試將為公司領(lǐng)導(dǎo)層節(jié)省很多麻煩)。

You can prevent the gap, by hiring adiverse design team. This doesn’t eliminate the need for user research, buthaving a plural team can help ensure different perspectives are taken intoconsideration. A designer with an interracial or mixed background would haveraised their hand when reviewing the set of emojis above.

你可以通過(guò)雇用一個(gè)多樣化的設(shè)計(jì)團(tuán)隊(duì)，來(lái)預(yù)防這個(gè)缺口， 這并不能消除用戶(hù)研究的需要，但是擁有一個(gè)多樣化團(tuán)隊(duì)可以幫助確?？紤]到不同的場(chǎng)景。一個(gè)有著不同種族或不同背景的設(shè)計(jì)師在回顧上面的情形時(shí)會(huì)舉起手來(lái)。

Food for thought: what if your next sideproject was less focused on design gradients and more on taking action towardsan inclusive design industry?

精神食糧：如果你的下一個(gè)側(cè)方項(xiàng)目不那么關(guān)注設(shè)計(jì)梯度，而是更多地采取行動(dòng)建立一個(gè)包容性的設(shè)計(jì)行業(yè)，那該怎么辦呢？

Let’s make 2018 the year when diversity andinclusion stop being only a topic at design conferences, buzzwords on a slide,or a box to be checked by HR, to becoming actionable within design companiesand teams everywhere. What are you doing about it, today?

讓我們讓2018年成為多樣性和包容性不再僅僅是設(shè)計(jì)會(huì)議上的話(huà)題、幻燈片上的流行語(yǔ)，或者是一個(gè)供人力資源部檢查的框的年份，讓它在各地的設(shè)計(jì)公司和團(tuán)隊(duì)中成為可采取行動(dòng)的一年。你今天要做什么？

4 Every interface is a story

每一個(gè)界面都是一個(gè)故事

Storytelling and writing have never been sopresent in the design world. As customer journeys become more fragmented, it isour job to ensure brands are telling a coherent story across channels – andthat those stories are clear, interesting, and human.

在設(shè)計(jì)世界里，講故事和寫(xiě)東西從來(lái)沒(méi)有像現(xiàn)在這樣出現(xiàn)過(guò)。隨著客戶(hù)旅行變得更加分散，我們的工作是確保品牌跨渠道講述一個(gè)連貫的故事，并且這些故事清晰、有趣和人性化。

When you design a page, you are essentiallytelling a story to your audience. Forget modules, column grids, iconography,colors for a second, and think about the core of what you are trying tocommunicate. What if, before jumping into a design software to startwireframing, you created simple story outlines using a text editor?

當(dāng)你設(shè)計(jì)一個(gè)頁(yè)面時(shí)，你實(shí)際上是在向你的觀(guān)眾講述一個(gè)故事。暫時(shí)忘掉模塊、列網(wǎng)格、圖標(biāo)、顏色，并思考一下您想要交流的核心內(nèi)容。要是在進(jìn)入設(shè)計(jì)軟件開(kāi)始畫(huà)線(xiàn)框之前，您使用文本編輯器創(chuàng)建了一個(gè)簡(jiǎn)單的故事大綱那會(huì)怎樣？

Stripping away all the visual clutter canhelp you focus on the core of the message you are trying to communicate.

去掉所有的視覺(jué)混亂可以幫助你專(zhuān)注于你想要溝通的信息的核心。

The popularity of conversational interfacesamongst designers and developers has also raised a lot of awareness to theimportance of copywriting for the user experience. Chatbots, for example, areexperiences that rely almost entirely on a word exchange between user andmachine; every word has to be carefully selected, to make sure people know howto interact naturally with the bot.

對(duì)話(huà)界面在設(shè)計(jì)師和開(kāi)發(fā)人員中的普及也提高了人們對(duì)文案對(duì)用戶(hù)體驗(yàn)的重要性的認(rèn)識(shí)。例如聊天機(jī)器人，幾乎完全依賴(lài)于用戶(hù)和機(jī)器之間的單詞交換的體驗(yàn)；每個(gè)單詞都必須仔細(xì)選擇，以確保人們知道如何自然地與機(jī)器人交互。

And the reality is that an increasingnumber of users are consuming your content in a design-agnostic fashion –whether they are using a screen reader, the reader mode in a certain browser,subscribing to your content via an RSS feed or newsletter, or even viewing yoursite via Google AMP.

現(xiàn)實(shí)情況是，越來(lái)越多的用戶(hù)正在以一種與設(shè)計(jì)無(wú)關(guān)的方式消費(fèi)你的內(nèi)容，不管他們是在使用屏幕閱讀器，還是在某個(gè)瀏覽器中使用閱讀器模式，通過(guò)RSS提要或時(shí)事通訊訂閱你的內(nèi)容，甚至是通過(guò)谷歌AMP查看你的網(wǎng)站。

When you remove all styles, does your pagestill tell a cohesive, clear story?

當(dāng)您刪除所有樣式時(shí)，您的頁(yè)面是否仍然有一個(gè)連貫、清晰的故事？

As a designer, how can you incorporate moresophisticated storytelling techniques into the experiences you create? In theend of the day, what is your design really trying to say?

作為一名設(shè)計(jì)師，你如何將更復(fù)雜的講故事技巧融入到你所創(chuàng)造的體驗(yàn)中？最后，你的設(shè)計(jì)到底想說(shuō)什么？

5 Redesigning the design process

重新設(shè)計(jì)過(guò)程

Designers are increasingly encouraged bycompanies to design not only the product, but their process and the workenvironment around them. It's about time we redesign our design process.

設(shè)計(jì)師越來(lái)越多地受到公司的鼓勵(lì)，不僅要設(shè)計(jì)產(chǎn)品，還要設(shè)計(jì)他們的工藝和周?chē)墓ぷ鳝h(huán)境。是時(shí)候重新設(shè)計(jì)我們的設(shè)計(jì)流程了。

When the smartphone breakthrough happened adecade ago, UX design was at the spotlight for software and hardware; it wasall about reimagining the traditional desktop experience into a new interface,form factor, and behavior.

當(dāng)智能手機(jī)在十年前取得突破時(shí)，UX的設(shè)計(jì)成為了軟硬件領(lǐng)域的焦點(diǎn)；這一切都是為了將傳統(tǒng)的桌面體驗(yàn)重新想象成一個(gè)新的界面、形式因素和行為。

In the next decade, UX designers will havea more secondary, humble role. With artificial intelligence, virtual reality,blockchain, chatbots and other emerging technologies, visual interfaces are nolonger the focus. The value we add is not just on how polished they look; it isbringing and sharing our toolbox and process to help businesses create healthy,sustainable ecosystems and narratives.

在接下來(lái)的十年里，UX設(shè)計(jì)師將扮演一個(gè)更次要、更卑微的角色。帶著人工智能, 虛擬現(xiàn)實(shí), 區(qū)塊鏈, 聊天機(jī)器人以及其他新興技術(shù)，視覺(jué)界面不再是焦點(diǎn)。我們所增加的價(jià)值不僅僅在于它們看起來(lái)有多漂亮；它還帶來(lái)并分享了我們的工具箱和過(guò)程，以幫助企業(yè)創(chuàng)建健康、可持續(xù)的生態(tài)系統(tǒng)和敘事。

None of this should be new, though. As UXdesigners, our brains have been shaped to see the world in a systematic,non-linear way.

不過(guò)，這一切都不應(yīng)該是新的。作為UX的設(shè)計(jì)者，我們的大腦已經(jīng)被塑造成以一種系統(tǒng)的、非線(xiàn)性的方式來(lái)看待世界。

We see patterns everywhere. We understandstructures. We create frameworks. We test, iterate, and test again.

我們隨處可見(jiàn)模式。我們了解結(jié)構(gòu)。我們建立框架。我們測(cè)試，迭代，再測(cè)試。

This architectural thinking can be used inmany more exciting ways than sketching out sitemaps or doing card-sorting toorganize an app’s menu. It can go way beyond digital UI.

這個(gè)建筑思維可以用許多更令人興奮的方式，而不是勾勒出站點(diǎn)地圖或進(jìn)行卡片排序來(lái)組織應(yīng)用程序的菜單。它可以遠(yuǎn)遠(yuǎn)超越數(shù)字用戶(hù)界面。

Design is a process that can be applied toanything, including our work environment. Why are you still complaining aboutbad meetings, instead of redesigning them?

設(shè)計(jì)是一個(gè)可以應(yīng)用于任何事物的過(guò)程，包括我們的工作環(huán)境。為什么你還在抱怨糟糕的會(huì)議，而不是重新設(shè)計(jì)它們？

In the process of adapting to the behaviorsof a predominantly millennial workforce, companies have become much more opento listening to feedback from employees – and to completely reimagining theirprocess in some cases. In fact, the work skills for the postnormal era go waybeyond professionalism and dependability; companies expect employees to speakup and help design, collaboratively, their own process.

在適應(yīng)以千禧一代為主的員工行為的過(guò)程中，公司對(duì)聽(tīng)取員工的反饋意見(jiàn)變得更加開(kāi)放，并在某些情況下完全重新想象自己的過(guò)程。事實(shí)上，后常態(tài)時(shí)代的工作技能遠(yuǎn)遠(yuǎn)超越專(zhuān)業(yè)精神和可靠性；公司希望員工能大聲說(shuō)話(huà)，幫助他們共同設(shè)計(jì)自己的流程。

This trend becomes even stronger when itcomes to UX. Formulaic design processes are less and less capable ofaccommodating the complexity of the products we design. Question your process.Design your process first, before designing your product. In 2018, how can weapply our design tools and skills to create better experiences not only for ourusers, but also our teams and colleagues?

當(dāng)涉及到UX時(shí)，這一趨勢(shì)變得更加強(qiáng)烈。公式化的設(shè)計(jì)過(guò)程越來(lái)越不能適應(yīng)我們?cè)O(shè)計(jì)的產(chǎn)品的復(fù)雜性。質(zhì)疑你的過(guò)程。在設(shè)計(jì)你的產(chǎn)品之前，先設(shè)計(jì)你的過(guò)程。2018年，我們?nèi)绾螒?yīng)用我們的設(shè)計(jì)工具和技能，不僅為我們的用戶(hù)，而且為我們的團(tuán)隊(duì)和同事創(chuàng)造更好的體驗(yàn)？

6 A new generation of collaboration tools

新一代協(xié)作工具

Real-time collaboration

實(shí)時(shí)協(xié)作

比如 騰訊文檔，XD，墨刀，石墨文檔，realtimeboard藍(lán)湖 國(guó)外為谷歌文檔，figma，invision

Pixelboard，mural

Version control

版本控制

國(guó)外https://kactus.io/（限mac）https://www.goabstract.com/（應(yīng)用于sketch）

http://folioformac.com/（簡(jiǎn)單）

https://plantapp.io/#pricing

Knowledge transfer

知識(shí)轉(zhuǎn)移

https://www.milanote.com/（Milanote是規(guī)劃創(chuàng)造性項(xiàng)目的工具）

7 Branding beyond the pixels

超越像素的品牌

As we move into a world of fragmented, lessvisible interfaces, branding means a lot more than how a brand looks or what itsays in mass media. Non-pixel-based experiences are pushing designers torethink a brand’s personality, actions and signifiers.

當(dāng)我們進(jìn)入一個(gè)支離破碎、不那么顯眼的界面的世界時(shí)，品牌的意義遠(yuǎn)遠(yuǎn)超過(guò)了品牌的外觀(guān)和在大眾媒體上的表達(dá)。非像素化的體驗(yàn)促使設(shè)計(jì)師重新思考品牌的個(gè)性、行為和意義。

In the past couple years, we startedcreating living design systems, covering interface behaviors that can only berepresented in real code – such as motion, responsiveness, transitions andaccessibility features.

在過(guò)去的幾年里，我們開(kāi)始創(chuàng)建活的設(shè)計(jì)系統(tǒng)，包括只能用真實(shí)代碼表示的接口行為-例如運(yùn)動(dòng)、響應(yīng)、轉(zhuǎn)換和可訪(fǎng)問(wèn)性功能。

What is going to happen to branding as wemove into a world of invisible interfaces?

當(dāng)我們進(jìn)入一個(gè)無(wú)形界面的世界時(shí)，品牌會(huì)發(fā)生什么呢？

Interfaces are gradually becoming invisibleas we move toward a world of Zero UI. Screens will start to go away, andinteractions will primarily happen via voice, gestures, glances, or even bythought. Branding means a lot more than just visuals these days.

當(dāng)我們走向一個(gè)零UI。屏幕將開(kāi)始消失，互動(dòng)將主要通過(guò)聲音，手勢(shì)，眼神，甚至通過(guò)思考。如今，品牌不僅僅意味著視覺(jué)效果。

In 2018 we expect to see branding takingother forms, in particular:

2018年，我們期望看到其他形式的品牌，特別是：

Voice. Google Assistant’s tone of voice,timbre, speech cadence, all had to be designed – as much as Google’s logo,brand colors, or screen-based interaction patterns used in its sites and apps.The experiences we design are quickly expanding to voice-based channels, and wehave to make sure they feel like coming from the same brand.

聲音。谷歌助理的聲調(diào)、音色、語(yǔ)音節(jié)奏等都必須進(jìn)行設(shè)計(jì)-就像谷歌的標(biāo)識(shí)、品牌顏色或其網(wǎng)站和應(yīng)用程序中使用的基于屏幕的交互模式一樣。我們?cè)O(shè)計(jì)的體驗(yàn)正在迅速擴(kuò)展到基于語(yǔ)音的頻道，我們必須確保他們感覺(jué)自己來(lái)自同一個(gè)品牌。

Personality. With the growth of chatbotsand other text-based interfaces, the words chosen by a brand have a huge impacton how people perceive and interact with the company. The concept of tone ofvoice has expanded to include other aspects of a brand’s behavior andpersonality, from the jokes it makes to the emojis it uses.

個(gè)性。隨著.的增長(zhǎng)聊天機(jī)器人以及其他基于文本的界面，品牌選擇的詞語(yǔ)對(duì)人們?nèi)绾慰创竞团c公司互動(dòng)有著巨大的影響。聲調(diào)的概念已經(jīng)擴(kuò)展到包括品牌行為和個(gè)性的其他方面，從它的笑話(huà)到它使用的表情。

Action. When Airbnb decides to banalt-right users from its platform who were organizing an extremist rally inCharlottesville, US, people admired the brand more. Same thing when it exemptsservice fees for people offering shelter after natural disasters. The actions abrand takes through its products will have more impact than the way it looks orwhat it communicates in mass media. Like any other type of branding, actionstaken by brands have to be coherent and consistent with the brand’s beliefs,design principles, and mission in the world.

行動(dòng)。當(dāng)Airbnb決定去禁止在美國(guó)夏洛茨維爾(Charlottesville)組織極端主義集會(huì)的用戶(hù)“右轉(zhuǎn)”時(shí)，其平臺(tái)上的用戶(hù)更欣賞這個(gè)品牌。同樣，當(dāng)它免除自然災(zāi)害后那些提供庇護(hù)所的人的服務(wù)費(fèi)時(shí)，一個(gè)品牌通過(guò)其產(chǎn)品所采取的行動(dòng)將比它在大眾媒體上的形象和傳播方式產(chǎn)生更大的影響。像任何其他類(lèi)型的品牌一樣，品牌所采取的行動(dòng)必須與品牌的信念、設(shè)計(jì)原則和世界使命相一致。

But wait, why would UX designers have toworry about branding?

但是等等，為什么UX設(shè)計(jì)師要擔(dān)心品牌呢？

Now, more than ever, the efforts from thedesign team have to be orchestrated with the efforts from marketing, PR,customer service, and other groups within your organization. Our discipline canbe the glue that connects these experiences, given our ability to look atjourneys from the perspective of the user, regardless of the channel they areusing.

現(xiàn)在，比以往任何時(shí)候，設(shè)計(jì)團(tuán)隊(duì)必須努力的與您組織中的市場(chǎng)營(yíng)銷(xiāo)、公關(guān)、客戶(hù)服務(wù)和其他團(tuán)隊(duì)的努力相協(xié)調(diào)。我們的紀(jì)律可以是連接這些體驗(yàn)的粘合劑，因?yàn)槲覀冇心芰挠脩?hù)的角度來(lái)看待旅程，而不管他們使用的是什么渠道。

8 Every designer is an influencer

每個(gè)設(shè)計(jì)師都是有影響力的。

In 2017 two new channels emerged and becamequite popular among designers:

2017年出現(xiàn)了兩個(gè)新的頻道，并在設(shè)計(jì)師中很受歡迎：

The comeback: a newsletter longtail

卷土重來(lái)：長(zhǎng)尾巴實(shí)時(shí)通訊

http://newsletter.uxdesign.cc/（可以郵箱注冊(cè)訂閱來(lái)自UX Collective的文章）

Our good old friend the-electronic-mail hasmade a comeback in 2017 and is not giving any signals of going away – at leastwhen it comes to design and tech-related mailing lists. Every company has anewsletter. Every design blog has a newsletter. Every designer has a personalnewsletter.

我們的老朋友-電子郵件在2017年卷土重來(lái)，沒(méi)有給出任何離開(kāi)的信號(hào)-至少在設(shè)計(jì)和技術(shù)相關(guān)的郵件列表上是這樣的。每家公司都有通訊。每個(gè)設(shè)計(jì)博客都有一個(gè)時(shí)事通訊。每個(gè)設(shè)計(jì)師都有個(gè)人通訊。

The rise: designers-YouTubers

崛起：設(shè)計(jì)師-YouTube播客

https://uxdesign.cc/the-best-youtube-channels-for-designers-and-developers-eda97b38d46a

High Resolution was by far the most excitingpiece of content created by and for the UX and Design community this year.Incredibly well crafted, with smart questions and pretty awesome hosts JaredErondu and Bobby Ghoshal, the series featured 25 video interviews with terrificdesigners and thought leaders in our industry, and has set the bar high onvideo content about design.

高分辨率是到目前為止最令人興奮的內(nèi)容，由UX和設(shè)計(jì)社區(qū)創(chuàng)造和今年。令人難以置信的是，憑借巧妙的提問(wèn)和非常棒的主持人Jared Erondu和Bobby Ghoshal，該系列的25部視頻采訪(fǎng)了我們這個(gè)行業(yè)的優(yōu)秀設(shè)計(jì)師和思想領(lǐng)袖，并在有關(guān)設(shè)計(jì)的視頻內(nèi)容上樹(shù)立了很高的門(mén)檻。

As content creation in UX evolves andgrows, we should keep in mind the right balance between the energy spentcreating the content vs. the value it adds to the community. Are we spendingall this energy to genuinely give back to the community, or are doing it forthe claps, likes, and for the visibility that it brings?

隨著UX中內(nèi)容創(chuàng)建的發(fā)展和發(fā)展，我們應(yīng)該投入精力在創(chuàng)建內(nèi)容和它為社區(qū)創(chuàng)造的價(jià)值之間應(yīng)該保持不錯(cuò)的平衡。我們是把所有這些精力花在真正回饋社會(huì)上，還是為了獲得掌聲、喜愛(ài)以及它所帶來(lái)的知名度呢？

9 AI and the big why

AI和大問(wèn)號(hào)

Every new disruptive technology follows thesame pattern: designers fall into the trap of focusing on the how, to only thenask about the why. With AI it isn’t any different. In 2018 we will have to workhard to make sure the excitement around the technology doesn’t get in the wayof the user’s experience.

每一項(xiàng)新的顛覆性技術(shù)都遵循著相同的模式：設(shè)計(jì)師陷入了專(zhuān)注于如何解決的陷阱，只有這樣才能問(wèn)出原因。與人工智能沒(méi)有什么不同。2018年，我們將不得不努力工作，以確保圍繞這項(xiàng)技術(shù)的興奮不會(huì)妨礙用戶(hù)的體驗(yàn)。

As designers (and human beings) we have anatural curiosity to want to understand the potential and limits of atechnology by pushing its boundaries and asking all the "what if…?"questions. After all, experimenting is a great way to understanding.

作為設(shè)計(jì)師(和人類(lèi))，我們有一種天生的好奇心去想要了解一項(xiàng)技術(shù)的潛力和局限性，方法是突破它的界限，并問(wèn)所有的“如果…怎么辦？的問(wèn)題。畢竟，實(shí)驗(yàn)是一種很好的理解方式。

Our entire industry is rushing to launchthe world’s first AI-powered [insert industry here], not always with a properuse case for it. But as soon as we decide on a technology over user needs, wefail to be user-centered.

我們整個(gè)行業(yè)都在爭(zhēng)先恐后地推出世界上第一個(gè)以人工智能為動(dòng)力的[插入行業(yè)]，而不是總是有一個(gè)合適的用例。但一旦我們決定了一項(xiàng)技術(shù)而不是用戶(hù)的需求，我們就不能以用戶(hù)為中心。

It’s a pattern that repeats itself now andthen.

這是一種不時(shí)重復(fù)的模式。

In the early 2010s, there was a rush forcreating “a mobile app for _______”.

In 2016, a rush for creating hundreds ofservices that were “the Uber for ______”.

In 2017, “the first conversational_______”.

在2010年代初，人們爭(zhēng)相創(chuàng)建“一個(gè)用于___的移動(dòng)應(yīng)用程序?！?/p>

2016年，一場(chǎng)爭(zhēng)相創(chuàng)造數(shù)百項(xiàng)服務(wù)的熱潮被稱(chēng)為“優(yōu)步(Uber For___)”。

2017年，“第一次會(huì)話(huà)___”。

In 2018, every service we know will add thelabel "AI-powered" to it. An AI that creates bodega vending machines;AI that controls your meetings; AI that checks in on your kids for you; AI thatreplaces you at work. Oh, and an AI church as well.

And again, we are surfing on a buzzwordwithout even knowing what it really means.

2018年，我們所知道的每一項(xiàng)服務(wù)都將添加“AI驅(qū)動(dòng)”的標(biāo)簽。創(chuàng)造酒館自動(dòng)售貨機(jī)的人工智能；控制會(huì)議的人工智能；為你檢查孩子的人工智能；代替你工作的人工智能。哦，還有AI教堂也是。

First and foremost: AI is not a new channel(like mobile, connected devices, or chatbots). AI is an aspirational termreflecting a vision, that can be executed in many different ways.

首先，也是最重要的：AI不是一個(gè)新的通道(比如移動(dòng)設(shè)備、連接設(shè)備或聊天機(jī)器人)。AI是一個(gè)充滿(mǎn)抱負(fù)的術(shù)語(yǔ)，它反映了一種愿景，可以許多不同的方式執(zhí)行。

Calling everything AI does a disservice toour industry. Designers pretend they know what AI is and how it works, andstart using the term almost as a band-aid, when all they are trying to say is“a smart algorithm”. The term “intelligence” itself presents the technology asa monolithic, all-or-nothing endeavor, benchmarked against a human – whichmight not be the right way to start.

稱(chēng)一切為AI對(duì)我們的行業(yè)是有害的。設(shè)計(jì)師假裝他們知道人工智能是什么，它是如何工作的，并開(kāi)始使用這個(gè)詞幾乎作為一個(gè)創(chuàng)可貼，而他們只是想說(shuō)“一個(gè)聰明的算法”。“智力”這個(gè)詞本身將這項(xiàng)技術(shù)呈現(xiàn)為一種單一的、無(wú)所不包的努力。，以人類(lèi)為基準(zhǔn)-這可能不是正確的起點(diǎn)。

Just because something is possible doesn’tmean it should exist in the world.

僅僅因?yàn)槟承┦虑槭强赡艿牟⒉灰馕吨鼞?yīng)該存在于這個(gè)世界上。

Before attaching the term “AI” to yourproduct or feature idea, ask yourself:

在將“AI”一詞附加到您的產(chǎn)品或功能概念之前，請(qǐng)問(wèn)問(wèn)自己：

How is this different than just a simplealgorithm?

這和簡(jiǎn)單的算法有什么不同？

What exactly is this intelligence going tolearn to do by itself?

這種智慧本身到底能學(xué)到什么呢？

What is the user need for this"AI" feature? Can it be solved in other ways?

這個(gè)“AI”功能的用戶(hù)需要什么？還能用其他辦法解決嗎？

What are three ways in which this intelligencewill benefit users?

這種智能對(duì)用戶(hù)有什么好處？

Do you really need to tell users theproduct is "powered by AI"?

你真的需要告訴用戶(hù)該產(chǎn)品是“由人工智能驅(qū)動(dòng)”嗎？

If that’s the case, how can you communicatewhat "AI" is, with clarity, simplicity and trust?

如果是這樣的話(huà)，你如何用清晰、簡(jiǎn)單和信任的方式來(lái)傳達(dá)“AI”是什么呢？

How much visibility, transparency andcontrol will you give users about how the AI operates?

你會(huì)給用戶(hù)多少知名度、透明度和控制，讓他們知道人工智能是如何運(yùn)作的？

What if this time around we leapfrogged tothinking about “why” we are creating these AI-powered services and what itreally means for our users?

如果這一次我們突然想到“為什么”我們要?jiǎng)?chuàng)建這些人工智能驅(qū)動(dòng)的服務(wù)，以及它對(duì)我們的用戶(hù)真正意味著什么呢？

2017年度最佳項(xiàng)目

年輕女性https://womenwho.design/

2017年度最佳產(chǎn)品

https://www.airbnbchina.cn/openhomes

2017年度最佳推特

https://twitter.com/jmspool

“Anyone who influences what the designbecomes is the designer. This includes developers, PMs, even corporate legal.All are the designers.”

-Jared Spool

任何影響設(shè)計(jì)的人都是設(shè)計(jì)師。這包括開(kāi)發(fā)商，PM，甚至公司法律。所有的人都是設(shè)計(jì)師。

-賈里德·斯普爾

2017年度最佳博客

https://medium.com/the-year-of-the-looking-glass

2017年度最佳播客

https://www.highresolution.design/2-didier-hilhorst

2017年度最佳談話(huà)

為未來(lái)十億用戶(hù)設(shè)計(jì)

https://www.youtube.com/watch?v=38fbB8wCPzg

Thanks to Fernando Bittar and Jackie Fokfor making this possible.

感謝費(fèi)爾南多·比塔爾和霍杰基讓這一切成為可能。

譯者：三米工作室——WE小組

如果翻譯有不妥之處，還望多多包涵！