【资料下载】产品经理的用户体验设计入门

Definition of user experience (UX)

用户体验的定义

User experience (UX) is an all-encompassing term, which refers to every tactile and emotional engagement a user has with a product. This could be how easy an app is to use, how readily a website is navigated, how intuitive or ergonomic a device is to handle, or how these experiences make the user feel.

用户体验(UX)是一个包涵一切的术语，它指的是用户对产品的每一种触觉和情感投入。这可能是一个应用程序的使用有多容易，一个网站的导航有多容易，一个设备的操作有多直观或符合人体工程学，或者这些体验给用户的感觉如何。

User experience is not concerned with one specific part of a user’s journey. Instead, it views the experience as a whole — a holistic combination of usability, emotional value delivered, pain points, frustrations, rewards, and task completion. 

用户体验与用户旅程的某个特定部分无关。相反，它将体验视为一个整体——可用性、传递的情感价值、痛点、挫折、奖励和任务完成的整体组合。

Essentially, user experience can be used to describe the total experience of every touchpoint a user interacts with, throughout the entire customer journey.

从本质上讲，用户体验可以用来描述用户在整个客户过程中与之交互的每个接触点的总体体验。

Why is user experience important?

为什么用户体验是重要的？

A positive user experience will encourage a customer to interact with your product again and again.

一个积极的用户体验会鼓励客户不断地与你的产品互动。

On the other hand, a bad user experience can be frustrating, confusing and lead to mistakes being made. Disappointing UX can cost you a user, who’ll simply move to a competitor product as a result.

另一方面，糟糕的用户体验可能会令人沮丧、困惑并导致错误。令人失望的用户体验可能会让你失去一个用户，结果他们只会转向竞争对手的产品。

For example, if you’ve ever booked a flight with a low-cost airline, you’ll likely have experienced the hair-pulling nature of lazy UX. Not only are the prices typically shown on the browsing screen significantly inflated once you click through to pay — withholding taxes, fees and surcharges is a nasty UX trick — but what follows are several pages of ‘optional’ add-ons, such as cabin baggage, carry-on baggage, in-flight entertainment, meals, car rental, travel insurance. The pages go on and on until you are blue in the face.

例如，如果你曾经预订过廉价航空公司的航班，你可能已经体验过懒惰UX的令人抓狂的本质。不仅是在浏览屏幕上显示的价格通常显著膨胀一旦你点击支付预扣税,费用及附加费是UX技巧,但接下来几页的可选的附加组件,如机舱行李、随身行李,机舱内娱乐、餐饮、租车、旅游保险。这一页一页地写下去，直到你脸色发青。

Typically, digital products are concerned with removing friction and minimizing the number of steps required to perform an action, e.g. book a flight. But in the case of poorly designed UX, the steps required are numerable and generally amount to a less-than-rewarding experience for the customer.

通常情况下，数字产品关注的是消除摩擦，并将执行一个操作所需的步骤减少到最少，例如预订航班。但在设计糟糕的用户体验的情况下，所需的步骤是无数的，通常相当于对客户的回报较少的体验。

But user experience impacts far more than satisfaction levels — how a product feels to interact with has a significant steer on the propensity to purchase. 

但用户体验的影响远不止满意度——产品与用户互动的感觉对购买倾向有很大的影响。

Mobile users are 5 times more likely to abandon a task if the website isn’t mobile optimized. What’s more, 70% of online businesses who fail do so because of poor UX and 90% of users have stopped using an app because of poor performance.

如果网站没有经过移动优化，移动用户放弃任务的可能性要高出5倍。此外，70%的在线企业失败是因为糟糕的用户体验，90%的用户因为性能不佳而停止使用应用。

Simply put: invest in a great user experience, and your product will not only be more engaging and enjoyable for users to interact with, but it will be more commercially successful as a result.

简单地说：投资于优秀的用户体验，你的产品不仅会让用户更乐于与之互动，还会在商业上获得更大的成功。

Learn how to prioritize by making it a simple process, to build products that stand out. Learn more about how to source insight, choose the right prioritization framework and much more.

学习如何通过一个简单的过程来划分优先级，从而打造出脱颖而出的产品。了解更多关于如何获取洞察力，选择正确的优先级框架等等。

Who is responsible for the user experience?

谁负责用户体验?

In line with the growing discipline for improving user experience, several job roles have been created to carry the responsibility of UX. Most commonly, a UX designer is tasked with not only understanding what users want and need from a product, but also making this vision a reality.

随着改进用户体验的不断发展，已经创建了多个工作角色来承担用户体验的责任。最常见的情况是，用户体验设计师的任务不仅是理解用户对产品的期望和需求，而且还要将这种设想变为现实。

The process of improving UX, or designing a user experience from scratch, typically begins with user research. Only by observing and speaking with potential end users can a UX designer truly appreciate what’s important to them, without letting any personal bias creep in. 

改进用户体验或从头开始设计用户体验的过程，通常始于用户研究。只有通过观察和与潜在的终端用户交谈，UX设计师才能真正理解对他们来说什么是重要的，而不让任何个人偏见渗入。

Once enough insight has been gathered, the UX designer can begin to define the “visual grammar” for the product. This could be working with a UI designer to define icons, shapes and frameworks which carry semiotic relevance to the task at hand, for example, a shopping trolley icon now implicitly signifies "check out". Or, in the case of truly innovative digital solutions, the UX designer made need to create a totally new visual language, which users will learn to understand over time.

一旦收集了足够的见解，UX设计师就可以开始为产品定义“视觉语法”。这可以是与UI设计师一起定义图标、形状和框架，这些图标与手头的任务具有符号相关性，例如，一个购物车图标现在隐含地表示“结帐”。或者，在真正创新的数字解决方案的情况下，用户体验设计师需要创造一种全新的视觉语言，用户将随着时间的推移学会理解。

It is in the designing and building of products that the role of UX designer and user interface designer begins to be less clear. In fact, in some organizations, these job roles are mistakenly interchangeable or even covered by just one individual.

正是在产品的设计和建造中，用户体验设计师和用户界面设计师的角色开始变得不那么清晰。事实上，在一些组织中，这些工作角色是错误地互换的，甚至由一个人覆盖。

In reality, UX and UI are very different practices.

实际上，UX和UI是非常不同的实践。

What’s the difference between user experience (UX) and user interface (UI) design? 

用户体验(UX)和用户界面(UI)设计之间的区别是什么?

User experience is an all-encompassing definition, focusing on the total experience of using a product, from start to finish, and everything in between.

用户体验是一个包罗万象的定义，关注的是使用一个产品的整体体验，从开始到结束，以及其间的一切。

Within UX, you will find user interface — a terminology referring to the look and feel of a product, and what that communicates to the end-user.

在UX中，你会发现用户界面——一个术语，指的是产品的外观和感觉，以及它传达给最终用户的信息。

To give you a sense of how this works together, a UX designer may learn in user research that customers are struggling to navigate a music streaming app — they are missing visual cues to help them search for new music and save it offline. With this information, the UX designer may push to prioritize solving this problem in the next round of app updates.

为了让你了解这是如何一起工作的，用户体验设计师可能会在用户研究中了解到，客户正在努力导航一个音乐流媒体应用程序-他们错过了帮助他们搜索新音乐和保存它离线的视觉线索。有了这些信息，UX设计师可能会在下一轮应用更新中优先解决这个问题。

Then, a UI designer could be brought in to restructure the app’s overall look and feel, putting a greater emphasis on the search feature, perhaps centering it or placing it right at the top or designing a bright, color-contrasting button to draw the user’s attention to the search field. This process will likely be done in conjunction with the UX designers’ input.

然后,UI设计师可能会参与重组程序的整体外观和感觉,更注重搜索功能,也许定心或放置在顶部或设计一个明亮,color-contrasting按钮来吸引用户的注意力搜索领域。这个过程可能会与UX设计师的输入一起完成。

What can UX do for product managers?

用户体验能为产品经理做什么?

UX designers and product managers will share many of the same ambitions. 

用户体验设计师和产品经理将有许多相同的抱负。

To work collaboratively, product managers can champion what a product needs to do and why. This means having a deep understanding of the target audience, empathizing with their wants and needs, building a business model and product solutions to solve existing problems.

为了协同工作，产品经理可以支持产品需要做什么以及为什么要做。这意味着深入了解目标受众，理解他们的需求，建立商业模式和产品解决方案来解决现有的问题。

From there, a UX designer can take that what and work out how to make it possible.

从那里，用户体验设计师可以利用这些内容并想出如何使其成为可能。

Bringing the two together will not only help build better products but will improve shared processes and avoid duplication of tasks between departments.

将两者结合起来不仅有助于构建更好的产品，还将改善共享流程，避免部门之间的任务重复。

General FAQ

What is a user experience design?

什么是用户体验设计?

User experience design is a human-first way of designing products. User experience (UX) design is the process design teams use to craft products that provide meaningful and relevant experiences to users.

用户体验设计是以人为本的产品设计方法。用户体验(UX)设计是设计团队用来制作产品，为用户提供有意义和相关的体验的过程。

What is a user experience researcher?

什么是用户体验研究者?

A user experience researcher is a process of discovering the behaviors, motivations, and needs of your customers through observation, task analysis, and other types of user feedback.

用户体验研究者是一个通过观察、任务分析和其他类型的用户反馈来发现用户行为、动机和需求的过程。