With the ever increasing popularity of user experience (UX) design there is a growing need for good designers. However, there’s a problem for designers here as well. How can you show the importance of UX to your stakeholders and convince them to invest in your design work?

隨著用戶體驗(UX)設計的日益普及，對優秀設計師的需求也在不斷增長。 但是，這里的設計師也有一個問題。 您如何才能向用戶展示用戶體驗的重要性，并說服他們投資于您的設計工作？

User experience (UX) is about how someone perceives the interaction with his surroundings at any given moment. In the case of UX designers, most of the work is done on digital applications either on desktop, mobile device, or a wearable product. These products are being developed at the request of a client or company they work for.

用戶體驗(UX)與某人在任何給定時刻如何感知與其周圍環境的互動有關。 對于UX設計人員，大多數工作是在臺式機，移動設備或可穿戴產品上的數字應用程序上完成的。 這些產品是應其工作的客戶或公司的要求開發的。

When determining the importance of UX, you have to look at two of the parties just described. These are the users and ‘the business’.

在確定UX的重要性時，您必須查看剛剛描述的兩個方面。 這些是用戶和“業務”。

Even though they seem to be opposites in terms of goals and interest, the user and the business go hand in hand more often than not. Sadly, this isn’t always obvious to those who need to be convinced to invest in your work.

盡管它們在目標和興趣上似乎是相反的，但用戶和企業往往并存。 可悲的是，對于需要說服您投資于您的工作的人來說，這并不總是顯而易見的。

The challenge for designers is to convince stakeholders and clients that good design isn’t subjective. Good UX design is objectively based on theory, research, and design guidelines that have been proven for years.

設計師面臨的挑戰是說服利益相關者和客戶說好的設計不是主觀的。 好的UX設計客觀上是基于經過多年驗證的理論，研究和設計準則。

Therefore, objective UX is measurable and easy to implement in any set of business goals.

因此，目標UX是可測量的，并且易于在任何業務目標集中實現。

UX設計為何重要？ (Why is UX design important?)

Imagine two individual users. The first one works with an application that has been built without taking into account the user’s wants and needs. The second user has an application that has been developed using a user-centered design approach.

想象兩個單獨的用戶。 第一個可以在不考慮用戶需求的情況下構建應用程序。 第二個用戶擁有使用以用戶為中心的設計方法開發的應用程序。

The thing is that a user that has experienced a well-fitted application that fulfilled his needs is a user that is more likely to return to use your product once more.

問題在于，經歷過滿足其需求的完善應用程序的用戶就是更有可能再次使用您的產品的用戶。

In addition, he could also put in a good word for your application and submit a five-star review. Reviews and word-of-mouth is arguably the most powerful way of convincing someone to use your application.

此外，他還可以為您的申請打好口號，并提交五星級評論。 評論和口口相傳是說服某人使用您的應用程序的最有效方法。

Just think about it. When was the last time you tried something new because of a recommendation by a friend?

考慮一下。 上一次由于朋友的推薦您嘗試了一些新的東西嗎？

UX is where business goals meet user needs.

UX是業務目標滿足用戶需求的地方。

No matter what type of product you’re developing, you’re going to have to interact with real people at some point. Real people have to buy or subscribe to your services in order for you to achieve your business goals.

無論您開發哪種類型的產品，都必須在某個時候與真實的人進行互動。 真正的人必須購買或訂閱您的服務，才能實現業務目標。

That’s why you’d better know who your users are, what it is they want and need, and how you can best deliver a solution that fulfills their wants and needs.

這就是為什么您最好了解用戶是誰，用戶的需求和需求以及如何最好地提供滿足他們需求和需求的解決方案。

UX (design) adds value for the user by creating valuable solutions to their problems. This is achieved by designing well-thought-of applications for real users.

UX(設計)通過為用戶的問題創建有價值的解決方案來為其增值。 這是通過為實際用戶設計經過深思熟慮的應用程序來實現的。

UX在實踐中的附加值 (The added value of UX in practice)

As a UX designer, one of the first things you do on a project is getting familiar with who the target user group is. By conducting user and market research, you discover pain points in the current way of working of the user, user demographics, and the user wants and needs.

作為UX設計師，您在項目上要做的第一件事就是熟悉目標用戶組的身份。 通過進行用戶和市場研究，您可以發現當前用戶工作方式，用戶人口統計以及用戶需求的痛點。

You can combine these findings with your theoretical understanding of UX and UX-related topics like usability, psychology, UI design, and visual design.

您可以將這些發現與您對UX和與UX相關的主題(如可用性，心理學，UI設計和視覺設計)的理論理解相結合。

By doing so, you’re going to create ideas, concepts, and prototypes that might provide in fulfilling the user’s needs. Maybe you’re wondering why I said ‘might’. That’s because a UX designer doesn’t always know what the user wants right away. Good design is created iteratively. A UX designer validates his ideas by doing some form of user testing. The results of this validation are used as input for the next iteraction of your design.

這樣，您將創建可以滿足用戶需求的想法，概念和原型。 也許您想知道為什么我說“可能”。 這是因為UX設計人員并不總是知道用戶想要什么。 好的設計是迭代創建的。 UX設計師通過執行某種形式的用戶測試來驗證他的想法。 驗證的結果將用作設計的下一個迭代的輸入。

By improving your work time after time you’re going to get closer to providing the user with the experience that’s best for the business and the user as well. This is where the user wants and needs are going to meet the business goals.

通過一次又一次地改善工作時間，您將更接近為用戶提供最適合企業和用戶的體驗。 這是用戶想要和滿足業務目標的地方。

如何使您的利益相關者相信良好的UX設計的重要性 (How to convince your stakeholders of the importance of good UX design)

Now that we have the importance of UX covered we still need to convince our stakeholders.

既然我們已經意識到用戶體驗的重要性，我們仍然需要說服利益相關者。

One way of convincing your stakeholders of the importance of good UX design is by talking about the stock market. There have been multiple design or UX focussed stock funds throughout the years with the vast majority of these funds outperforming other well-known funds like the Nasdaq and S&P500.

說服您的利益相關者良好的用戶體驗設計的重要性的一種方法是談論股票市場。 多年來，已經有多種針對設計或UX的股票型基金，其中絕大多數比納斯達克和S＆P500等其他知名基金都要好。

The UX Fund, created by Canadian design company Teehan+Lax, has increased in value by 1035% in 12 years. There have been other successes for design-driven companies as well, as stated in an extensive report by McKinsey.

由加拿大設計公司Teehan + Lax創建的UX基金在12年內價值增長了1035％。 麥肯錫的一份廣泛報告指出，設計驅動型公司也取得了其他成功。

How to talk to your stakeholders about UX

如何與利益相關者談論UX

Most of your stakeholders will be in the management of your company. That means that they’re looking for business terminology like return-on-investment (ROI) and key performance indicators (KPI).

您的大多數利益相關者將在您公司的管理中。 這意味著他們正在尋找諸如投資回報率(ROI)和關鍵績效指標(KPI)之類的業務術語。

As a UX designer, you know that it is important to speak the language of your user. In this case, the users are your stakeholders in a way. By speaking their language you increase your chances of convincing them of the importance of UX.

作為UX設計師，您知道說用戶語言非常重要。 在這種情況下，用戶在某種程度上就是您的涉眾。 通過說他們的語言，您增加了說服他們UX重要性的機會。

It helps to talk in terms of what UX will bring your stakeholders instead of costs. Several arguments you could use come to mind, including the following.

它可以幫助您談論什么UX將帶給您的利益相關者，而不是成本。 您會想到幾個可用的參數，包括以下內容。

• By conducting user research you can cut down on development costs since user research will help in determining what your users want and need before the development team actually starts their work. By doing so, you save yourself time and lower the risk of having to redevelop your products when it turns out your developed product doesn’t fit user needs.
  通過進行用戶研究，您可以減少開發成本，因為用戶研究將有助于在開發團隊實際開始工作之前確定用戶的需求。 這樣，您可以節省時間，并在發現開發的產品不符合用戶需求時降低重新開發產品的風險。
• User research, design thinking workshops and design sprints are easy to prepare, take little time, and are light-weight in terms of costs. This makes the ROI easier to achieve.
  用戶研究，設計思想研討會和設計沖刺易于準備，耗時少且成本輕巧。 這使得投資回報率更容易實現。
• The success of design-driven development is easy to measure by looking at KPI’s like returning users, increase in revenue, and bounce rate.
  通過查看KPI(例如回頭用戶，收入增加和跳出率)，可以輕松衡量設計驅動開發的成功與否。

最后的想法 (Final thoughts)

There you have it. Companies that are design-driven, talk to users during development, and focus on a good user experience (UX) have outperformed traditional companies for years. By focussing on a ‘what is in it for me’-approach instead of what it will cost you to invest, you can convince your stakeholders to go all the way when it comes down to UX.

你有它。 多年來，以設計為驅動力，在開發過程中與用戶交談并專注于良好的用戶體驗(UX)的公司已經超越了傳統公司。 通過專注于“對我有什么好處”的方法，而不是花在投資上的成本，您可以說服您的利益相關者一路走到UX。