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寫在開頭：
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)告出來了⊥阕ⅲ看看它伤塌，并與你的UX朋友分享它。
We manage so much content every week
through our Medium publication and our weekly newsletter, that filtering the
signal out of the noise almost becomes second nature to us. This is the third
year in a row that we publish this report, so I guess we can now say it has
become a tradition.
我們每周都通過我們的媒體出版物和每周時(shí)事通訊來管理如此多的內(nèi)容轧铁，以至于從噪音中過濾出的信號(hào)幾乎成為我們的第二天性每聪。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)在可以說它已經(jīng)成為一種傳統(tǒng)齿风。
Here are the questions that we ask
ourselves every year:
以下的一些問題我們每年都在思考：
What are the technologies that will affect
our routine as designers the most in the coming year?
在接下來的一年里药薯，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 itself
when it comes to sharing and discussing content online? What is changing?
當(dāng)涉及到在線分享和討論內(nèi)容時(shí)聂宾，UX社區(qū)是如何組織起來的果善？什么在改變？
What are some new behaviors we are seeing
from users in the experiences we design?
在我們設(shè)計(jì)的時(shí)候系谐，我們從用戶那里看到了什么新的行為巾陕？
How has our design process changed in the
last year, and how do we see it changing in the near future?
在過去的一年里，我們的設(shè)計(jì)過程發(fā)生了怎樣的變化纪他，我們?nèi)绾慰创诓痪玫膶戆l(fā)生變化鄙煤？
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 our
discipline 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)變茶袒？
What is the impact of the work we do in
users’ lives, in our work environment, and in our society as a whole?
我們所做的工作對(duì)用戶的生活梯刚、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)師都是有影響力的薪寓。
9 AI and the big why???????????????????? AI和大問號(hào)
1The death and rebirth of UX
UX的死亡與重生
In our 2016 trend report, we pointed out
that the concept of being a UX Designer is becoming so pervasive that will soon
disappear. Heading into 2018 this transformation is finally taking shape. The
variety 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-app
UI designer can deliver.
在我們的2016年趨勢報(bào)告中亡资，我們指出作為一名ux設(shè)計(jì)人員斋日，它正變得如此普遍伊诵，很快就會(huì)消失。性芬。進(jìn)入2018年母谎，這一轉(zhuǎn)變終于形成瘦黑。我們設(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)體系奇唤，這超出了經(jīng)典的網(wǎng)站和應(yīng)用程序用戶界面設(shè)計(jì)人員所能提供的范圍幸斥。
About the fall of UX can make designers
anxious about their careers. But if you have been working in this industry for
long enough, you have probably seen this happen before. From “webmaster”, to
“information architect”, to “interaction designer”, to “UX designer”, we have
always been able to adapt what we do and call ourselves – while maintaining our
mission 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)工作了足夠長的時(shí)間咬扇，你可能已經(jīng)看到這種情況發(fā)生過甲葬。從“站長”到“信息架構(gòu)師”，再到“交互設(shè)計(jì)師”冗栗，再到“UX設(shè)計(jì)師”演顾，我們總是能夠適應(yīng)我們所做的事情供搀，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" title
starts to dissolve, we see fellow designers focusing on new paths and
specializations:
隨著廣泛的“UX設(shè)計(jì)師”頭銜開始消失钠至，我們看到其他設(shè)計(jì)師都專注于新的途徑和專業(yè)：
Some designers are adventuring in new
fields and technologies, like virtual reality, conversational design, voice
interfaces;
一些設(shè)計(jì)師正在探索新的領(lǐng)域和技術(shù)葛虐。如虛擬現(xiàn)實(shí)、會(huì)話設(shè)計(jì)棉钧、語音接口等屿脐；
Some are focusing on more specific areas of
the design craft, like motion design, prototyping, UX writing;
一些人正專注于設(shè)計(jì)工藝中更具體的領(lǐng)域。喜歡運(yùn)動(dòng)設(shè)計(jì)宪卿，原型設(shè)計(jì)的诵，UX寫作；
Some are updating their titles to Product
Designers, broadening their scope beyond interaction design to focus more on
product strategy and business.
一些人正在向產(chǎn)品設(shè)計(jì)師更新他們的頭銜佑钾，將其范圍擴(kuò)展到交互設(shè)計(jì)之外西疤，以更多地關(guān)注產(chǎn)品策略和業(yè)務(wù)。
"Improving people’s lives through
design” sounds like a great objective to put in your Linkedin profile. But the
designs we create also have to make business sense.
“通過設(shè)計(jì)來改善人們的生活”聽起來是你在LinkedIn上的一個(gè)很好的目標(biāo)休溶。但是我們創(chuàng)造的設(shè)計(jì)也必須有商業(yè)意義代赁。
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 not
artists and embrace being part of a business. For the best.
2018年，設(shè)計(jì)師們將不辭辛勞兽掰，學(xué)會(huì)在設(shè)計(jì)的功能芭碍、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)了孽尽，我們應(yīng)該接受成為企業(yè)的一部分窖壕。為了最好。
2Designing for the age of immediacy
面向即時(shí)時(shí)代的設(shè)計(jì)
Real-time social media experiences are
changing people’s expectations around how long it should take for products and
services to deliver on their needs. How does that affect the product you are
working 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)需要多長時(shí)間才能滿足他們的需求的期望杉女。這對(duì)你今天正在開發(fā)的產(chǎn)品有什么影響瞻讽？
Live streaming on social apps is growing
fast. Snapchat puts everyone's lives on the map and lets you follow your
friends’ steps in real time. Messaging platforms, from Whatsapp to Intercom,
allow businesses to have real-time (and automated) conversations with their
customers. The constraints of tools, infrastructure and geographical barriers
that 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。Snapchat把每個(gè)人的生命都擺在地圖上讓你實(shí)時(shí)跟隨你朋友的腳步熏挎。消息傳遞平臺(tái)卸夕，來自WhatsApp到對(duì)講機(jī)允許企業(yè)與客戶進(jìn)行實(shí)時(shí)(和自動(dòng)化)對(duì)話。用來限制或拖延通信的工具婆瓜、基礎(chǔ)設(shè)施和地理障礙的制約因素已經(jīng)減少。
3Lack of diversity affects business
缺乏多樣性影響企業(yè)
The whole reason why User-Centered Design
exists as a discipline is that the audience of a product is inherently
different than the designer who created it. They have different ages, genders,
religious beliefs, cultural backgrounds, political views, They come from
different cities or countries, But most importantly: they think differently
than you.
以用戶為中心的設(shè)計(jì)作為一門學(xué)科存在的全部原因是贡羔，產(chǎn)品的受眾與創(chuàng)造它的設(shè)計(jì)師有本質(zhì)上的不同廉白。他們有不同的年齡，性別乖寒，宗教信仰猴蹂，文化背景，政治觀點(diǎn)楣嘁，他們來自不同的城市或國家磅轻，但最重要的是：他們的想法與你不同珍逸。
User-Centered Design – and its mindset of
bringing users into the design process – exists to reduce gaps between who is
creating a product and who is using it. UX is about closing the gap between
people.
以用戶為中心的設(shè)計(jì)-以及它將用戶引入設(shè)計(jì)過程的思維方式-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聋溜。
There are two broad strategies you can use
to close that gap:
要縮小這一差距谆膳，可以采用兩大戰(zhàn)略：
You can reduce the gap, by incorporating
user research methodologies into your design process. This allows the team to
find out, ahead of time, if a particular feature in your product is not working
for a certain audience segment (e.g. testing the Snapchat filter mentioned
above with the right users before launch would have saved the company
leadership a lot of trouble).
你能減少這個(gè)缺口，通過結(jié)合用戶研究方法論到你的設(shè)計(jì)進(jìn)程中去撮躁。這讓團(tuán)隊(duì)能夠提前發(fā)現(xiàn)漱病，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)正確的用戶進(jìn)行Snapchat過濾器測試將為公司領(lǐng)導(dǎo)層節(jié)省很多麻煩)把曼。
You can prevent the gap, by hiring a
diverse design team. This doesn’t eliminate the need for user research, but
having a plural team can help ensure different perspectives are taken into
consideration. A designer with an interracial or mixed background would have
raised their hand when reviewing the set of emojis above.
你可以通過雇用一個(gè)多樣化的設(shè)計(jì)團(tuán)隊(duì)杨帽，來預(yù)防這個(gè)缺口， 這并不能消除用戶研究的需要嗤军，但是擁有一個(gè)多樣化團(tuán)隊(duì)可以幫助確弊⒂考慮到不同的場景。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)舉起手來叙赚。
Food for thought: what if your next side
project was less focused on design gradients and more on taking action towards
an 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)梯度老客，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)，那該怎么辦呢纠俭？
Let’s make 2018 the year when diversity and
inclusion 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 companies
and 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)議上的話題沿量、幻燈片上的流行語，或者是一個(gè)供人力資源部檢查的框的年份冤荆，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)的一年朴则。你今天要做什么？
4Every interface is a story
每一個(gè)界面都是一個(gè)故事
Storytelling and writing have never been so
present in the design world. As customer journeys become more fragmented, it is
our job to ensure brands are telling a coherent story across channels – and
that those stories are clear, interesting, and human.
在設(shè)計(jì)世界里钓简，講故事和寫東西從來沒有像現(xiàn)在這樣出現(xiàn)過乌妒。隨著客戶旅行變得更加分散，我們的工作是確保品牌跨渠道講述一個(gè)連貫的故事外邓，并且這些故事清晰撤蚊、有趣和人性化。
When you design a page, you are essentially
telling a story to your audience. Forget modules, column grids, iconography,
colors for a second, and think about the core of what you are trying to
communicate. What if, before jumping into a design software to start
wireframing, you created simple story outlines using a text editor?
當(dāng)你設(shè)計(jì)一個(gè)頁面時(shí)损话，你實(shí)際上是在向你的觀眾講述一個(gè)故事侦啸。暫時(shí)忘掉模塊、列網(wǎng)格丧枪、圖標(biāo)光涂、顏色，并思考一下您想要交流的核心內(nèi)容拧烦。要是在進(jìn)入設(shè)計(jì)軟件開始畫線框之前忘闻，您使用文本編輯器創(chuàng)建了一個(gè)簡單的故事大綱那會(huì)怎樣？
Stripping away all the visual clutter can
help you focus on the core of the message you are trying to communicate.
去掉所有的視覺混亂可以幫助你專注于你想要溝通的信息的核心恋博。
The popularity of conversational interfaces
amongst designers and developers has also raised a lot of awareness to the
importance of copywriting for the user experience. Chatbots, for example, are
experiences that rely almost entirely on a word exchange between user and
machine; every word has to be carefully selected, to make sure people know how
to interact naturally with the bot.
對(duì)話界面在設(shè)計(jì)師和開發(fā)人員中的普及也提高了人們對(duì)文案對(duì)用戶體驗(yàn)的重要性的認(rèn)識(shí)齐佳。例如聊天機(jī)器人私恬，幾乎完全依賴于用戶和機(jī)器之間的單詞交換的體驗(yàn)；每個(gè)單詞都必須仔細(xì)選擇炼吴，以確保人們知道如何自然地與機(jī)器人交互本鸣。
And the reality is that an increasing
number 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 your
site via Google AMP.
現(xiàn)實(shí)情況是，越來越多的用戶正在以一種與設(shè)計(jì)無關(guān)的方式消費(fèi)你的內(nèi)容缺厉，不管他們是在使用屏幕閱讀器永高，還是在某個(gè)瀏覽器中使用閱讀器模式，通過RSS提要或時(shí)事通訊訂閱你的內(nèi)容提针，甚至是通過谷歌AMP查看你的網(wǎng)站命爬。
When you remove all styles, does your page
still tell a cohesive, clear story?
當(dāng)您刪除所有樣式時(shí)，您的頁面是否仍然有一個(gè)連貫辐脖、清晰的故事饲宛？
As a designer, how can you incorporate more
sophisticated storytelling techniques into the experiences you create? In the
end 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)中嗜价？最后艇抠，你的設(shè)計(jì)到底想說什么？
5Redesigning the design process
重新設(shè)計(jì)過程
Designers are increasingly encouraged by
companies to design not only the product, but their process and the work
environment around them. It's about time we redesign our design process.
設(shè)計(jì)師越來越多地受到公司的鼓勵(lì)久锥，不僅要設(shè)計(jì)產(chǎn)品家淤，還要設(shè)計(jì)他們的工藝和周圍的工作環(huán)境。是時(shí)候重新設(shè)計(jì)我們的設(shè)計(jì)流程了瑟由。
When the smartphone breakthrough happened a
decade ago, UX design was at the spotlight for software and hardware; it was
all 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)絮重，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)新的界面歹苦、形式因素和行為青伤。
In the next decade, UX designers will have
a more secondary, humble role. With artificial intelligence, virtual reality,
blockchain, chatbots and other emerging technologies, visual interfaces are no
longer the focus. The value we add is not just on how polished they look; it is
bringing and sharing our toolbox and process to help businesses create healthy,
sustainable ecosystems and narratives.
在接下來的十年里，UX設(shè)計(jì)師將扮演一個(gè)更次要殴瘦、更卑微的角色狠角。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)，視覺界面不再是焦點(diǎn)蚪腋。我們所增加的價(jià)值不僅僅在于它們看起來有多漂亮丰歌；它還帶來并分享了我們的工具箱和過程，以幫助企業(yè)創(chuàng)建健康屉凯、可持續(xù)的生態(tài)系統(tǒng)和敘事动遭。
None of this should be new, though. As UX
designers, our brains have been shaped to see the world in a systematic,
non-linear way.
不過，這一切都不應(yīng)該是新的神得。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)的偷仿、非線性的方式來看待世界哩簿。
We see patterns everywhere. We understand
structures. We create frameworks. We test, iterate, and test again.
我們隨處可見模式宵蕉。我們了解結(jié)構(gòu)。我們建立框架节榜。我們測試羡玛，迭代，再測試宗苍。
This architectural thinking can be used in
many more exciting ways than sketching out sitemaps or doing card-sorting to
organize 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稼稿，而不是勾勒出站點(diǎn)地圖或進(jìn)行卡片排序來組織應(yīng)用程序的菜單。它可以遠(yuǎn)遠(yuǎn)超越數(shù)字用戶界面讳窟。
Design is a process that can be applied to
anything, including our work environment. Why are you still complaining about
bad meetings, instead of redesigning them?
設(shè)計(jì)是一個(gè)可以應(yīng)用于任何事物的過程让歼，包括我們的工作環(huán)境。為什么你還在抱怨糟糕的會(huì)議丽啡，而不是重新設(shè)計(jì)它們谋右？
In the process of adapting to the behaviors
of a predominantly millennial workforce, companies have become much more open
to listening to feedback from employees – and to completely reimagining their
process in some cases. In fact, the work skills for the postnormal era go way
beyond professionalism and dependability; companies expect employees to speak
up 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程中，公司對(duì)聽取員工的反饋意見變得更加開放补箍，并在某些情況下完全重新想象自己的過程改执。事實(shí)上，后常態(tài)時(shí)代的工作技能遠(yuǎn)遠(yuǎn)超越專業(yè)精神和可靠性坑雅；公司希望員工能大聲說話辈挂，幫助他們共同設(shè)計(jì)自己的流程。
This trend becomes even stronger when it
comes to UX. Formulaic design processes are less and less capable of
accommodating the complexity of the products we design. Question your process.
Design your process first, before designing your product. In 2018, how can we
apply our design tools and skills to create better experiences not only for our
users, but also our teams and colleagues?
當(dāng)涉及到UX時(shí)裹粤，這一趨勢變得更加強(qiáng)烈终蒂。公式化的設(shè)計(jì)過程越來越不能適應(yīng)我們設(shè)計(jì)的產(chǎn)品的復(fù)雜性。質(zhì)疑你的過程蛹尝。在設(shè)計(jì)你的產(chǎn)品之前后豫，先設(shè)計(jì)你的過程。2018年突那，我們?nèi)绾螒?yīng)用我們的設(shè)計(jì)工具和技能挫酿，不僅為我們的用戶，而且為我們的團(tuán)隊(duì)和同事創(chuàng)造更好的體驗(yàn)愕难？
6A 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 騰訊文檔早龟，XD，墨刀猫缭，石墨文檔葱弟，realtimeboard藍(lán)湖 國外為谷歌文檔，figma猜丹，invision
Pixelboard芝加，mural
Version control
版本控制
國外https://kactus.io/（限mac）??https://www.goabstract.com/（應(yīng)用于sketch）
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）
7Branding beyond the pixels
超越像素的品牌
As we move into a world of fragmented, less
visible interfaces, branding means a lot more than how a brand looks or what it
says in mass media. Non-pixel-based experiences are pushing designers to
rethink 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)射窒，品牌的意義遠(yuǎn)遠(yuǎn)超過了品牌的外觀和在大眾媒體上的表達(dá)藏杖。非像素化的體驗(yàn)促使設(shè)計(jì)師重新思考品牌的個(gè)性将塑、行為和意義。
In the past couple years, we started
creating living design systems, covering interface behaviors that can only be
represented in real code – such as motion, responsiveness, transitions and
accessibility features.
在過去的幾年里蝌麸，我們開始創(chuàng)建活的設(shè)計(jì)系統(tǒng)点寥，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)来吩、轉(zhuǎn)換和可訪問性功能敢辩。
What is going to happen to branding as we
move into a world of invisible interfaces?
當(dāng)我們進(jìn)入一個(gè)無形界面的世界時(shí)，品牌會(huì)發(fā)生什么呢弟疆？
Interfaces are gradually becoming invisible
as we move toward a world of Zero UI. Screens will start to go away, and
interactions will primarily happen via voice, gestures, glances, or even by
thought. Branding means a lot more than just visuals these days.
當(dāng)我們走向一個(gè)零UI戚长。屏幕將開始消失，互動(dòng)將主要通過聲音兽间，手勢历葛，眼神，甚至通過思考嘀略。如今恤溶，品牌不僅僅意味著視覺效果。
In 2018 we expect to see branding taking
other forms, in particular:
2018年帜羊，我們期望看到其他形式的品牌咒程，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 we
have to make sure they feel like coming from the same brand.
聲音。谷歌助理的聲調(diào)讼育、音色帐姻、語音節(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奶段。我們設(shè)計(jì)的體驗(yàn)正在迅速擴(kuò)展到基于語音的頻道饥瓷，我們必須確保他們感覺自己來自同一個(gè)品牌。
Personality. With the growth of chatbots
and other text-based interfaces, the words chosen by a brand have a huge impact
on how people perceive and interact with the company. The concept of tone of
voice has expanded to include other aspects of a brand’s behavior and
personality, from the jokes it makes to the emojis it uses.
個(gè)性痹籍。隨著.的增長聊天機(jī)器人以及其他基于文本的界面呢铆，品牌選擇的詞語對(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)性的其他方面蹲缠，從它的笑話到它使用的表情棺克。
Action. When Airbnb decides to ban
alt-right users from its platform who were organizing an extremist rally in
Charlottesville, US, people admired the brand more. Same thing when it exempts
service fees for people offering shelter after natural disasters. The actions a
brand takes through its products will have more impact than the way it looks or
what it communicates in mass media. Like any other type of branding, actions
taken 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決定去禁止在美國夏洛茨維爾(Charlottesville)組織極端主義集會(huì)的用戶“右轉(zhuǎn)”時(shí)线定，其平臺(tái)上的用戶更欣賞這個(gè)品牌娜谊。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)斤讥，一個(gè)品牌通過其產(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)生更大的影響纱皆。像任何其他類型的品牌一樣，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抹剩。
But wait, why would UX designers have to
worry about branding?
但是等等撑帖，為什么UX設(shè)計(jì)師要擔(dān)心品牌呢？
Now, more than ever, the efforts from the
design team have to be orchestrated with the efforts from marketing, PR,
customer service, and other groups within your organization. Our discipline can
be the glue that connects these experiences, given our ability to look at
journeys from the perspective of the user, regardless of the channel they are
using.
現(xiàn)在澳眷，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營銷蛉艾、公關(guān)钳踊、客戶服務(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)的粘合劑勿侯，因?yàn)槲覀冇心芰挠脩舻慕嵌葋砜创贸掏氐桑还芩麄兪褂玫氖鞘裁辞馈?/p>
8Every 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 became
quite popular among designers:
2017年出現(xiàn)了兩個(gè)新的頻道助琐，并在設(shè)計(jì)師中很受歡迎：
The comeback: a newsletter longtail
卷土重來：長尾巴實(shí)時(shí)通訊
http://newsletter.uxdesign.cc/（可以郵箱注冊訂閱來自UX Collective的文章）
Our good old friend the-electronic-mail has
made a comeback in 2017 and is not giving any signals of going away – at least
when it comes to design and tech-related mailing lists. Every company has a
newsletter. Every design blog has a newsletter. Every designer has a personal
newsletter.
我們的老朋友-電子郵件在2017年卷土重來祭埂，沒有給出任何離開的信號(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。每家公司都有通訊兵钮。每個(gè)設(shè)計(jì)博客都有一個(gè)時(shí)事通訊蛆橡。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
exciting piece of content created by and for the UX and Design community this
year. Incredibly well crafted, with smart questions and pretty awesome hosts
Jared Erondu and Bobby Ghoshal, the series featured 25 video interviews with
terrific designers and thought leaders in our industry, and has set the bar
high on video content about design.
高分辨率是到目前為止最令人興奮的內(nèi)容掘譬，由UX和設(shè)計(jì)社區(qū)創(chuàng)造和今年泰演。令人難以置信的是，憑借巧妙的提問和非常棒的主持人Jared Erondu和Bobby Ghoshal葱轩，該系列的25部視頻采訪了我們這個(gè)行業(yè)的優(yōu)秀設(shè)計(jì)師和思想領(lǐng)袖睦焕，并在有關(guān)設(shè)計(jì)的視頻內(nèi)容上樹立了很高的門檻。
As content creation in UX evolves and
grows, we should keep in mind the right balance between the energy spent
creating the content vs. the value it adds to the community. Are we spending
all this energy to genuinely give back to the community, or are doing it for
the 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)展靴拱，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)的平衡垃喊。我們是把所有這些精力花在真正回饋社會(huì)上，還是為了獲得掌聲袜炕、喜愛以及它所帶來的知名度呢本谜？
9AI and the big why
AI和大問號(hào)
Every new disruptive technology follows the
same pattern: designers fall into the trap of focusing on the how, to only then
ask about the why. With AI it isn’t any different. In 2018 we will have to work
hard to make sure the excitement around the technology doesn’t get in the way
of 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)師陷入了專注于如何解決的陷阱，只有這樣才能問出原因妇蛀。與人工智能沒有什么不同耕突。2018年，我們將不得不努力工作评架，以確保圍繞這項(xiàng)技術(shù)的興奮不會(huì)妨礙用戶的體驗(yàn)眷茁。
As designers (and human beings) we have a
natural curiosity to want to understand the potential and limits of a
technology 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)，我們有一種天生的好奇心去想要了解一項(xiàng)技術(shù)的潛力和局限性纵诞，方法是突破它的界限上祈，并問所有的“如果…怎么辦？的問題。畢竟登刺，實(shí)驗(yàn)是一種很好的理解方式籽腕。
Our entire industry is rushing to launch
the world’s first AI-powered [insert industry here], not always with a proper
use case for it. But as soon as we decide on a technology over user needs, we
fail to be user-centered.
我們整個(gè)行業(yè)都在爭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)合適的用例纸俭。但一旦我們決定了一項(xiàng)技術(shù)而不是用戶的需求皇耗，我們就不能以用戶為中心。
It’s a pattern that repeats itself now and
then.
這是一種不時(shí)重復(fù)的模式揍很。
In the early 2010s, there was a rush for
creating “a mobile app for _______”.
In 2016, a rush for creating hundreds of
services that were “the Uber for ______”.
In 2017, “the first conversational
_______”.
在2010年代初郎楼，人們爭相創(chuàng)建“一個(gè)用于___的移動(dòng)應(yīng)用程序≈匣冢”
2016年呜袁，一場爭相創(chuàng)造數(shù)百項(xiàng)服務(wù)的熱潮被稱為“優(yōu)步(Uber For___)”。
2017年简珠，“第一次會(huì)話___”阶界。
In 2018, every service we know will add the
label "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 that
replaces you at work. Oh, and an AI church as well.
And again, we are surfing on a buzzword
without 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)簽聋庵。創(chuàng)造酒館自動(dòng)售貨機(jī)的人工智能膘融；控制會(huì)議的人工智能；為你檢查孩子的人工智能珍策；代替你工作的人工智能托启。哦，還有AI教堂也是攘宙。
First and foremost: AI is not a new channel
(like mobile, connected devices, or chatbots). AI is an aspirational term
reflecting a vision, that can be executed in many different ways.
首先屯耸，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)蹭劈。AI是一個(gè)充滿抱負(fù)的術(shù)語疗绣，它反映了一種愿景，可以許多不同的方式執(zhí)行铺韧。
Calling everything AI does a disservice to
our industry. Designers pretend they know what AI is and how it works, and
start 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 as
a monolithic, all-or-nothing endeavor, benchmarked against a human – which
might not be the right way to start.
稱一切為AI對(duì)我們的行業(yè)是有害的多矮。設(shè)計(jì)師假裝他們知道人工智能是什么，它是如何工作的哈打，并開始使用這個(gè)詞幾乎作為一個(gè)創(chuàng)可貼塔逃，而他們只是想說“一個(gè)聰明的算法”×险蹋“智力”這個(gè)詞本身將這項(xiàng)技術(shù)呈現(xiàn)為一種單一的湾盗、無所不包的努力。立轧，以人類為基準(zhǔn)-這可能不是正確的起點(diǎn)格粪。
Just because something is possible doesn’t
mean 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)世界上躏吊。
Before attaching the term “AI” to your
product 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，請問問自己：
How is this different than just a simple
algorithm?
這和簡單的算法有什么不同帐萎？
What exactly is this intelligence going to
learn to do by itself?
這種智慧本身到底能學(xué)到什么呢比伏？
What is the user need for this
"AI" feature? Can it be solved in other ways?
這個(gè)“AI”功能的用戶需要什么？還能用其他辦法解決嗎疆导？
What are three ways in which this intelligence
will benefit users?
這種智能對(duì)用戶有什么好處赁项？
Do you really need to tell users the
product is "powered by AI"?
你真的需要告訴用戶該產(chǎn)品是“由人工智能驅(qū)動(dòng)”嗎？
If that’s the case, how can you communicate
what "AI" is, with clarity, simplicity and trust?
如果是這樣的話澈段，你如何用清晰肤舞、簡單和信任的方式來傳達(dá)“AI”是什么呢？
How much visibility, transparency and
control will you give users about how the AI operates?
你會(huì)給用戶多少知名度均蜜、透明度和控制，讓他們知道人工智能是如何運(yùn)作的芒率？
What if this time around we leapfrogged to
thinking about “why” we are creating these AI-powered services and what it
really 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)囤耳，以及它對(duì)我們的用戶真正意味著什么呢？
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 design
becomes 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)師偶芍。這包括開發(fā)商充择，PM，甚至公司法律匪蟀。所有的人都是設(shè)計(jì)師椎麦。
-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
為未來十億用戶設(shè)計(jì)
https://www.youtube.com/watch?v=38fbB8wCPzg
Thanks to Fernando Bittar and Jackie Fok
for 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。
三米工作室-WE團(tuán)隊(duì)
