鑽石舞台

黑色：The Design of Sites 英文原文

灰色：《網站交互設計模式》中文版

紅色：Hozin的意譯

Nine Myths of Customer-Centered Design

為什麼如此多的組織都不採用以用戶為中心的設計? 在本章中我們試圖消除讓公司不能用這種設計方式的9種謬誤

為什麼「以客戶為中心的設計」沒有被各界廣泛接受？在此，我們來消除推進這種設計思想中的誤區。

Myth 1: Good Design Is Just Common Sense

If Web site design is just common sense, why are there so many bad Web sites? Thinking that design is just common sense leads us to think that we know what everyone needs and wants. Time and time again, however, this notion has been shown to be incorrect.

如果網站的設計只是一種普通的感覺，為什麼有那麼多差的網站? 認為設計只是一種普通感覺的想法讓我們認為知道每一個人需要什麼和想什麼，然而事實一次次地證明，這種觀點是錯誤的。

如果「僅憑直覺」有用，為什麼會有這麼多爛設計？直覺，讓設計師們自認為了解所有人的需求，屢戰屢敗，樂此不疲。

Web design teams always have to keep in mind that they are not the customers. They cannot always predict the way customers will think or act. In addition, they know too much about how the Web site works. They cannot look at it in the same way that customers will. They could avoid this problem by observing and talking to customers and getting feedback from them as often as possible.

web設計團隊必須時時牢記，自己並不是用戶，並且不能總是預見到用戶如何思考及行動另外自己對於網站如何工作知道的太多，以至於不能站在用戶的角度考慮問題，但是能夠通過儘可能經常地觀察並與用戶討論取得其反饋來避免這些問題。

設計團隊應始終牢記：「子非魚，安知魚之樂」，不能總是揣測客戶的想法和行為方式。不僅如此，因為太熟悉運作原理，設計師往往不能保持客戶那樣(非專業)的視角去看待設計；設計師應儘可能頻繁的接觸客戶，觀察、訪談、接受反饋，避免「何不食肉糜」的主觀臆斷。

Myth 2: Only Experts Create Good Designs

謬誤2: 只有專家才能實現好的設計

誤區之二：只有專家才能創造好設計

Although experts might apply customer-centered design techniques more quickly or conduct more rigorous analyses, anyone can understand and use these techniques. Anyone can create a good design if they devote themselves to it.

Myth 3: Web Interfaces Can Be Redesigned Right before Launch

謬誤3: Web 界面能夠在發布前重新設計

誤區之三：發布之前「臨時抱佛腳」的顛覆設計

Sentiments like "we'll spend a few days working on our site's interface" or "we'll solve the interface problems after all the programming is done" are common. However, these ideas assume that the Web site has the right features and that those features are being built correctly. These are two very risky assumptions that can be costly to fix, especially if the Web site is near completion. Customer-centered design helps minimize these risks by getting constant feedback on designs so that the Web site will be in good condition the day it is launched.

Myth4: Good Design Takes Too Long and Costs Too Much

謬誤4:好的設計會花費太長的時間且成本太高

誤區之四：好設計必然工程浩大，成本超高

Customer-centered design does add some up-front costs because you will be talking to customers, creating prototypes, getting feedback on those prototypes, and so on. However, customer-centered design can considerably reduce back-end costs—that is, costs incurred as a result of responding to customer dissatisfaction, through help desk calls, returned purchases, general Web site maintenance, and so on. Evaluate the trade-off between spending more time and money at the start of your project and losing revenue over the long run.

Customer-centered design can even reduce the total development time and cost because it focuses on finding problems in the early stages of design when they are still easy to repair, preventing them from ever causing serious problems that are time-consuming and expensive to fix. We know that your team will not always have the time and budget to do everything possible, so we try to lay out the trade-offs among the different actions you could take to improve your site. This book discusses many effective approaches you can use to test your assumptions and to test your Web site, to make sure that it is a winner in the long run.

Myth 5: Good Design Is Just Cool Graphics

謬誤5:好的設計只是一些美觀的圖形

誤區之五：炫酷就是好設計

An aesthetically pleasing design is an important part of any Web site because it helps communicate how to use a particular interface and it conveys a certain impression. However, graphics are only one part of the larger picture of what to communicate and how. Customer-centered design takes into account what customers want, what they understand, what tasks they perform, and the context in which they do things. Cool graphics by themselves do not address these issues.

Myth 6: Web Interface Guidelines Will Guide You to Good Designs

謬誤 6:Web 界面指南會幫助完成好的設計

誤解之六：界面指南，使命必達

Web interface guidelines are a good checklist to ensure that the final design has no obvious minor problems. Guidelines address only how a Web site is implemented, however. They do not address what features a Web site should have, the overall organization of the Web site, or the flow between individual Web pages. In contrast, the design patterns described in this book are generative. Using them will help you create solutions to your design problems. Furthermore, guidelines do not address the trade-offs of Web site development. Customer-centered principles, processes, and patterns, on the other hand, do take these issues into account.

Myth 7: Customers Can Always Rely on Documentation and Help

謬誤7:用戶總可以依賴文檔和幫助信息

誤區之七：客戶會看幫助

Documentation and help are important; however, customers are unlikely to be patient enough to sift through a great deal of documentation just to use a Web site. Documentation and help are the last resorts of a frustrated customer.

Think about it this way: When was the last time you read a help page? Did you wish the design team had gone the extra mile in the first place to make using the site straightforward so that you would not need to read the help? Customer-centered design provides tools to see the world from your customers' eyes, to help you understand their worldview, and then to design Web sites to fit their needs.

Myth 8: Market Research Takes Care of Understanding All Customer Needs

謬誤8:市場研究會揭示所有用戶的需求

誤區之八：市場調研，包辦客戶需求

Although market research is invaluable for helping to understand customer attitudes and intentions, it does not suffice when it comes to understanding customer behavior. Be careful also about using market research to create lists of customer feature requests. Implementing a laundry list of new features might satisfy customers who have asked for a particular feature, but all these features are more likely to get in the way of offering most of your customers a successful customer experience.

What customers sayin a market research study can be useful as well, but when it comes to interfaces, what they do is critical. That's why market research must be balanced with direct observation. A customer-centered design team uses a variety of techniques—from observations to interviews—to elicit true customer needs and focus on the areas that will be most important for most customers.

Myth 9: Quality Assurance Groups Make Sure That Web Sites Work Well

謬誤9:質量保證小組會確認網站是否工作良好

誤區九：QA團隊都是背鍋俠

Software testing is key to ensuring that you are not launching a buggy, poorly performing site. Although quality assurance is important, its purpose and focus are different from those of customer-centered design. Software testing is often technology driven rather than customer driven. Expert testers try to make sure the product does what the specification says it should. This is different from seeing what happens with real customers working on real problems.

More importantly, Web sites often are tested only after being built. At that point it is too late to make major changes. Software testing can help you find and fix only coding mistakes, not major design mistakes. Customer-centered design, in contrast, focuses on quality from the very start—before anyone has written a line of code.

（正文完）

翻譯了小半天，聊幾句感受

英文原文，寫於2002年；

中文版引進於2007年。

你沒看錯，就是「以客戶為中心」

Costumer, not User

在2007年，敢不按照「以用戶為中心」翻譯，那真是離經叛道！

可是，就偏偏，哈哈

如果仔細品讀英文原文，到處都是主觀經驗，甚至邏輯上都充滿吹牛的成分。

各花入各眼，乃們都喜歡八大誤區，九大戒律，十大注意事項……對吧

真覺得這玩意有用？

那就投其所好，哇咔咔