看不見的差異 (The Invisible Difference)

When app markets mature the overlap in features and designs grows closer as they catch up and copy each other. The more similar the apps are to one another, the more important the experience is as a differentiator. As users, we are sensitive to any friction while using an app and gravitate to the apps that feel fluid and easy to use.

當應用市場成熟時，功能上的重疊和設計就會相互追趕并相互復制，從而變得越來越緊密。 這些應用之間的相似程度越高，作為差異化體驗的重要性就越高。 作為用戶，我們對使用應用程序時的任何摩擦都很敏感，并傾向于使用流暢且易于使用的應用程序。

In this article, we will look at some of the top iOS entertainment apps and analyze their experiences.

在本文中，我們將介紹一些頂級的iOS娛樂應用程序，并分析其體驗。

廚房水槽 (The Kitchen Sink)

The amount of functionality one presents to a user is something to be considered. On the one hand, reducing functionality keeps the user-focused, but on the other hand, an increase in features could keep the user engaged longer. For example, once a user starts watching a video, Netflix’s interface is doing everything it can to keep them engaged and in the platform. Netflix throws the whole kitchen sink at the user: the ability to adjust the brightness of the screen, lock the screen’s orientation, and quickly skip to the next episode. It's the embodiment of the old marketing rule, "it’s more expensive to get new clients than to keep existing ones." While non-invasive, we can see that Netflix is actively designing to maintain the user’s attention and remove barriers from continuing to watch.

呈現給用戶的功能數量是需要考慮的事情。 一方面，減少功能會使用戶集中精力，但另一方面，功能的增加可能會使用戶的參與時間更長。 例如，一旦用戶開始觀看視頻，Netflix的界面就會盡其所能使他們與平臺保持互動。 Netflix向用戶拋出了整個廚房的水槽：能夠調節屏幕的亮度，鎖定屏幕的方向并快速跳至下一集。 這是舊的營銷規則的體現，“獲得新客戶比保留現有客戶的成本更高”。 盡管是非侵入性的，但我們可以看到Netflix正在積極設計以保持用戶的注意力并消除繼續觀看的障礙。

Takeaway: Remove the reasons a user will have to exit the app.

要點：消除用戶必須退出應用程序的原因。

后退10，前進30 (Back 10, Forward 30)

Understanding the user’s motivation informs a more effective design. The most prominent buttons in Hulu’s interface above are seek backward, pause, and seek forward; all are about moving through the video. The way these buttons function illustrates how Hulu takes cues from the user’s intention.

理解用戶的動機可以使設計更有效。 Hulu上方界面中最突出的按鈕是向后搜索，暫停和向前搜索； 都是關于播放視頻。 這些按鈕的功能方式說明了Hulu如何從用戶的意圖中獲取線索。

The user wants the functionality to accurately move through time, but that level of accuracy differs depending on which direction they’re moving. When the user is seeking backward to a specific scene they want a smaller unit of time so they can be more precise. Whereas when they are seeking forward they want to skip a scene and want to use a larger unit of time. Hulu’s “10 seconds back” and “30 seconds forward” is an amazing demonstration of understanding the users’ intentions and different motivations for fast-forwarding and rewinding.

用戶希望功能能夠隨著時間準確地移動，但是準確度取決于他們所移動的方向。 當用戶向后尋找特定場景時，他們希望使用更短的時間單位，以便更加精確。 而當他們向前尋找時，他們想要跳過一個場景，并希望使用更大的時間單位。 Hulu的“后退10秒”和“前進30秒”是一個驚人的展示，它可以理解用戶的意圖和快進和倒帶的不同動機。

I’m curious as to how Hulu concluded that 30 seconds forward and 10 seconds backward was the best duration for their experience. If you have an idea, let me know in the comments below.

我對Hulu如何得出結論：向前30秒和向后10秒是他們經歷的最佳持續時間感到好奇。 如果您有想法，請在下面的評論中告訴我。

Takeaway: Understand the nuance of a user’s motivation as it could lead to a new solution.

總結：理解用戶動機的細微差別，因為它可能會導致新的解決方案。

Thanks to Chris at niice.co for pointing out that functionality and thinking through this detail with me.

感謝 niice.co的 Chris 指出了該功能并與我一起 仔細 研究了這一細節。

雙擊目標 (Double Tap Targets)

Double-tap to seek is a pretty common feature among the apps surveyed — over half of the apps utilize it. What is especially empowering about YouTube’s execution is they are educating the user by giving feedback visually. When the user double-taps a side of the screen YouTube will animate a circle showing them it’s safe to tap anywhere in this area of the screen. This boosts the user’s confidence and puts them at ease, knowing that they don’t have to be so precise with their mechanics and can still get the desired results.

在被調查的應用程序中，雙擊搜索是一個很常見的功能-超過一半的應用程序都在使用它。 YouTube的執行力尤其強大，他們通過視覺上的反饋來教育用戶。 當用戶點按兩次屏幕的一側時，YouTube將為顯示它們的圓圈設置動畫，可以安全地點擊屏幕此區域中的任何位置。 這知道用戶不必對技巧如此精確，仍然可以得到期望的結果，從而增強了用戶的信心并使他們放心。

Takeaway: Educate the user with the interface.

要點：用界面教育用戶。

旋轉更多 (Rotate For More)

Hulu and YouTube both try to increase engagement and keep users watching by introducing more content. Both apps must have interpreted the rotating of the phone vertically to mean the user is finished watching. When the user isn’t watching videos the odds go up that they will exit the app. To counter this, both apps show related content or content that the user has shown interest in in the past. This ‘rotate for more’ experience is the apps last-ditch effort to keep a user engaged.

Hulu和YouTube都試圖通過引入更多內容來增加參與度并保持用戶的觀看。 這兩個應用程序都必須在垂直方向上解釋了手機的旋轉，以表示用戶已完成觀看。 當用戶不觀看視頻時，他們退出應用程序的幾率會上升。 為了解決這個問題，兩個應用程序都顯示相關內容或用戶過去表現出興趣的內容。 這種“輪換獲取更多”的體驗是應用程序的最后努力，以保持用戶的參與度。

Takeaway: Turn exit points into opportunities.

要點：將出口點轉化為機會。

全屏拖動以尋求 (Full screen Drag To Seek)

Hulu’s interface demonstrates its understanding of ergonomics with small devices. Hulu utilizes the full screen to show the user the scene they are currently seeking to, fully replacing the current frame so they can make out all the details. The second detail in the scrubbing interface is how they put the time stamp way up towards the top of the screen. This understanding of ergonomics allows the user to slide their finger across a large portion of the screen without worrying about a finger blocking the view of the time stamp. Once again putting us at ease and allowing us to not be quite as accurate but still get the result we want.

Hulu的界面展示了其對小型設備的人機工程學的理解。 Hulu利用全屏向用戶顯示他們當前正在尋找的場景，完全替換當前幀，以便他們可以分辨出所有細節。 清理界面中的第二個細節是它們如何將時間戳放置到屏幕頂部。 對人體工程學的這種理解使用戶可以在屏幕的大部分區域上滑動手指，而不必擔心手指擋住了時間戳記。 再次讓我們放心，讓我們雖然不太準確，但仍能獲得我們想要的結果。

Takeaway: Fingers aren’t the most exact tools in the world. Be forgiving with the app experience, let your users get the results they want without having to be too precise.

要點 ：手指不是世界上最精確的工具。 寬容應用程序的體驗，讓您的用戶獲得所需的結果，而不必太精確。

外賣： (Takeaways:)

At first glance, the apps seemed so similar there didn’t appear to be much room for differentiation. But diving below the surface there were a plethora of differences with each experience. Here’s the full list of takeaways from this article:? Remove the reasons a user will have to exit the app. ? Pay attention to the nuance of a user’s motivation as it could lead to a new solution.? Educate the user with the interface.? Change exit points to opportunities.? Be forgiving with the experience, let your users get the results they want without having to be too precise.

乍一看，這些應用程序看起來是如此相似，似乎并沒有太大的區別空間。 但是，每次潛水都會有很多不同之處。 以下是本文的全文摘錄：?刪除用戶必須退出應用程序的原因。 ?注意用戶動機的細微差別，因為它可能會帶來新的解決方案。?通過界面對用戶進行教育。?將出口點更改為機會。?寬容體驗，讓用戶獲得所需的結果而無需太精確了。

Want to see the collection of screenshots captured while I was “researching” this article? Here’s the link to my Google sheet.

是否想查看我在“研究”本文時捕獲的屏幕截圖集合？ 這是我的 Google工作表 的鏈接 。

刺針 (Nitpicks)

Netflix’s bouncing x. When reviewing Netflix’s app I noticed the x in the top right jumping all over the place and even changing size a bit. A consistent x might feel a little cleaner, let’s get that x planted in the top right and keep it the same size.

Netflix的彈跳x。 在查看Netflix的應用程序時，我注意到右上角的x會在整個地方跳躍，甚至會稍微改變大小。 一致的x可能會更干凈一些，讓我們將x種植在右上角并保持相同的大小。

Thanks: Sarah, Mark, and Liz for all the feedback and thoughtful suggestions!

謝謝：莎拉，馬克和麗茲的所有反饋和周到的建議！