I have a feeling that this article is going to be slightly different from the rest of the articles I’ve recently seen or read. Everybody seems to be fighting on topics such as “UX designer or Product Designer”? “UX/UI is ok/so wrong!”, “Sketch of Figma?”,”Neuomorphism is a cool/ sh*t trend”!… and so on.

我覺得這篇文章與我最近看過或閱讀過的其余文章會略有不同。 似乎每個人都在爭奪諸如“ UX設計師或產品設計師”之類的話題？ “ UX / UI沒問題/錯了！”，“ figma素描？”，“同態是很酷的趨勢”……等等。

I want to dwell on a topic, that, I believe, is often forgotten by the designer community these days. I want to talk about emotion and feelings. How important they are in terms of product design. And how important they are to me, as a designer.

我想談一個話題，我相信這些天設計師社區經常將其遺忘。 我想談談情感和感受。 它們在產品設計方面的重要性。 作為設計師，它們對我來說有多重要。

經歷和情感的簡短故事 (A brief story of experiences and emotions)

It’s 2020. Looking back ten, or even twenty tears ago, when my dad got us our first PC, a lot of things in digital world had tremendously changed.

現在是2020年。回首十個，甚至二十個眼淚，當我父親給我們第一臺PC時，數字世界中的許多事情都發生了巨大變化。

I was six years old, and I remember interacting with a brand-new PC for the first time — and, to be honest, it was even hard to call it an interface back then.

我當時只有6歲，我記得第一次與一臺全新的PC進行交互—坦白地說，那時很難稱它為接口。

It was a mix of blue and cyan tables filled with data, governed by this handsome guy called Norton Commander. It looked awfully unfriendly and scary. Repulsive even.

這是一張充滿數據的藍色和青色表的混合物，由這個叫Norton Commander的帥哥管理。 它看起來非常不友好和令人恐懼。 令人反感。

The color palette could literally give you a headache if you looked at it for too long…the contrast was indeed painful. But, with some magic commands, it ran some pretty cool games.

如果您看了太久的調色板，它可能會讓您頭疼……對比確實很痛苦。 但是，有了一些魔術命令，它運行了一些非常酷的游戲。

Although the barrier of entry was quite high at that time, people seemed to get used to that interface quite fast. From a usability point of view, we could say, that it was quite usable and functional system.

盡管當時進入的門檻很高，但人們似乎很快就習慣了該界面。 從可用性的角度來看，我們可以說這是一個非常有用且功能強大的系統。

Nothing fancy, pure simplicity, just some tables and commands, but you could do the essential stuff easily.

沒什么花哨的，純粹的簡單性，只是一些表和命令，但是您可以輕松地完成基本的工作。

I wasn’t really much into computers at that time. Loved playing games, but the whole Norton/MSDOS stuff was creeping me out. As it was quite easy to type something wrong, I was constantly afraid that I will accidentally break something, like delete the whole system or blow up the computer, and my dad would kick me out of the house 😉

當時我不太喜歡計算機。 我喜歡玩游戲，但是整個Norton / MSDOS的東西都讓我感到困惑。 由于輸入錯誤很容易，我一直擔心自己會不小心破壞某些東西，例如刪除整個系統或炸毀計算機，而我父親會把我踢出家門。

Some of my achievements include burning a motherboard, crashing a DVD reader, and destroying a printer.

我的一些成就包括燒毀主板，使DVD閱讀器崩潰以及毀壞打印機。

But then, a year later, my dad showed me a new thing — a system called Windows 95. And it was magical.

但是一年之后，我父親給我展示了一個新東西–一個叫做Windows 95的系統。這真是神奇。

It just looked familiar.

看起來很熟悉。

The desktop interface kinda reminded me of my own…desk. So yes. It just clicked. I was bought. I can remember this day, and the excitement as it was yesterday. And this is how my affection for computers arose (maybe except for the creepy blue screens of death).

桌面界面有點讓我想起了自己的辦公桌。 是的 它只是單擊。 我被買了。 我記得這一天，還有昨天的激動。 這就是我對計算機的喜愛(也許除了令人毛骨悚然的死亡藍屏之外)。

When I think of it, I wonder, what made me remember all of those things, even little details and specific moments from my childhood?Strong emotions. A mix of different feelings. Excitement from having something I perceived as incredible (for that time) in my own hands.

當我想到它時，我想知道是什么讓我記住了所有這些東西，甚至很小的細節和童年的特定時刻？ 強烈的情感。 不同的感覺混合在一起。 擁有一件我當時認為令人難以置信的東西而感到興奮。

Emotion has a strong connection with our memories. We tend to remember something better, if we actually felt it.

情感與我們的記憶息息相關。 如果我們確實能感覺到一些東西，我們往往會記住一些更好的東西。

If I had to sum up my whole experience with devices and interfaces, both personal and professional, and had to choose the most important thing I’ve learned over the years, it would be this:

如果我必須總結自己在設備和接口(包括個人和專業)上的全部經驗，并且必須選擇多年來我學到的最重要的東西，那就是：

Design is mainly about emotions and feelings.

設計主要是關于情感和感覺。

To be a good designer is to realize, that there is another human on the other side of the screen, and humans are emotionally-driven creatures. And this is amazingly summed up by one of my favorite quotes of all time:

成為一個好的設計師就是要意識到，在屏幕的另一邊還有另一個人，而人是情感驅動的生物。 這是我有史以來最喜歡的報價之一：

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou, American poet

“人們會忘記您說的話，人們會忘記您的所作所為，但人們永遠不會忘記您讓他們感到如何。” —美國詩人瑪雅·安杰盧(Maya Angelou)

When you buy a jacket, it is great that it has two sleeves and buttons, that fasten easily. But this is not what makes you buy it, and then wear it often.

當您購買一件夾克時，有兩個袖子和紐扣很容易扣緊，這是很棒的。 但這不是讓您購買它，然后經常佩戴的原因。

What makes you wear it is a very delicate in touch, woolen material that just looks and feels nice. It’s beautifully tailored, so it is flattering for your figure. You like that little checkered pattern and golden buttons that subtly sparkle in the sun.

是什么讓您穿起來的呢？它是一種觸感非常細膩的羊毛材質，外觀和感覺都很好。 它的剪裁精美，因此很討人喜歡。 您喜歡那種在陽光下閃閃發光的小方格圖案和金色紐扣。

When you build a home, it’s cool that is has a door, and a roof, so the rain won’t fall on your head. But what makes you love a home, is a warm feeling of a wooden floor. A cozy, soft sofa with a pile of your favorite cushions and delicate rays of sunshine casting shadows that dance on the walls.

當您建造房屋時，涼爽的有門和屋頂，因此雨水不會落在您的頭上。 但是，讓您愛上一個家，是溫暖的木質地板感覺。 舒適，柔軟的沙發，上面堆著您最喜歡的墊子，細膩的陽光投射出在墻上跳舞的影子。

It is good that a product is functional. It is great that it’s usable. But the most important thing is - does it connect with the user on a emotional level?

產品具有功能性是很好的。 很好用。 但是最重??要的是- 它是否可以在情感上與用戶建立聯系？

What emotions and feelings does it evoke? And in what way? Are they positive or negative? Do they make the user want the product? Do they make the user feel familiar with it, or bring back any memories?

它會喚起什么情感和感覺？ 又以什么方式？ 他們是正面還是負面？ 它們是否使用戶想要該產品？ 它們會讓用戶感到熟悉，還是帶回任何記憶？

“Design must seduce, shape, and perhaps more importantly, evoke an emotional response.” — April Grieman, president at AIGA

“設計必須引誘，塑造或更重要的是喚起情感React。” -AIGA總裁April Grieman

情感宣言 (The Emotion Manifesto)

It is crucial to understand that users now drastically differ from the users ten or twenty years ago. Through the years of dealing with digital devices, we are pretty much educated in that area.

至關重要的是要了解，現在的用戶與十年或二十年前的用戶大不相同。 通過與數字設備打交道的多年，我們在該領域受到了很多教育。

It wasn’t always easy to learn how to use particular interface, but time has passed and people got used to it. We learned how different things work. We know how to use certain functionalities. We know how to navigate (and if we don’t, we became clever enough to find out at our own).

學習如何使用特定的界面并不總是那么容易，但是時間已經過去，人們已經習慣了它。 我們了解了不同事物的工作方式。 我們知道如何使用某些功能。 我們知道如何導航(如果不導航的話，我們變得足夠聰明，可以自行發現)。

We know what to expect and we know that clicking that suspicious button on the website won’t blow up our smartphone.

我們知道會發生什么，我們知道單擊網站上的可疑按鈕不會炸毀我們的智能手機。

That’s why I strongly believe it’s not about focusing on being functional and usable anymore. We’ve got that pretty much covered. We have so much heuristics and tested so many patterns that just work, that if we follow them, we won’t cause users any real harm with the product we’re designing.

這就是為什么我堅信不再將重點放在功能和可用性上。 我們已經涵蓋了很多。 我們有這么多的啟發式方法，并測試了很多行之有效的模式，因此，如果我們遵循它們，就不會對用戶設計的產品造成任何實際傷害。

Sure - we can still optimize or a/b test the arrangement of the site, to nail that 0.5% higher conversion. That’s all nice and all, but…

當然-我們仍然可以優化或a / b測試網站的布置，以將轉化率提高0.5％。 一切都很好，但是…

We, as a designers, should not just design experiences. We should master the craftsmanship of emotions and feelings.

作為設計師，我們不應該只是設計經驗。 我們應該掌握情感和情感的技巧。

Remember the Maslov’s pyramid of human needs? Emotions and feelings play a significant role in that one. Functionality and usability are just not enough anymore. And they never really were.

還記得馬斯洛夫的人類需求金字塔嗎？ 情緒和情感在其中起著重要作用。 功能和可用性僅是不夠的。 他們從來沒有真正做到過。

實現并確保產品的情感方面 (Achieving and ensuring the emotional aspects of a product)

Let’s think about the factors that create emotions and bring up certain feelings in interfaces. According to Norman (https://www.interaction-design.org/literature/article/norman-s-three-levels-of-design) we can divide them into three main groups:

讓我們考慮一下在界面中產生情緒并帶來某些感覺的因素。 根據Norman( https://www.interaction-design.org/literature/article/norman-s-three-levels-of-design )，我們可以將它們分為三大類：

Behavioral:

行為的：

• General understanding of a product, clarity and ease of use. That, of course, creates only positive feelings.
  對產品的一般了解，清晰度和易用性。 當然，那只會產生積極的感覺。
• Relation to the certain item or service we already know from real life. So basically, if the product tries to imitate something familiar.
  與現實生活中我們已經知道的某些項目或服務的關系。 所以基本上，如果產品試圖模仿一些熟悉的東西。

Visceral:

內臟：

• Visual style of a product, that will be appealing to the certain user group. That includes certain colors, shapes, fonts and so on, but also choosing the right design style — from minimal to even skeuomorphic — there is no universal one that appeals to all user groups!
  產品的視覺風格，將吸引特定的用戶群體。 其中包括某些顏色，形狀，字體等，還選擇了正確的設計樣式-從最小的樣式到甚至是擬真的樣式-沒有一種通用的樣式可以吸引所有用戶群體！
• The language we use. Is it formal or informal, friendly or creative — this is a very important factor that is often marginalized.
  我們使用的語言。 是正式的還是非正式的，友好的還是富有創造力的？這是一個非常重要的因素，經常被邊緣化。
• Illustrations and pictures. Strict and informative? Bold and cartoonish? They should match the product. People tend to love them, as we all love illustrated books and photo albums.
  插圖和圖片。 嚴格而翔實？ 大膽而卡通化？ 他們應該匹配產品。 人們傾向于愛他們，因為我們所有人都喜歡插圖書籍和相冊。

Reflective:

反光：

• The impact the product has on the user’s everyday life and the emotions that are associated with it.
  產品對用戶的日常生活以及與之相關的情感產生的影響。

This is the basic theory, but let’s move to practice. How to ensure that our product evokes the right reaction from the future users?

這是基本理論，但讓我們開始實踐。 如何確保我們的產品引起未來用戶的正確React？

I would suggest focusing on qualitative insights, as they tell us the most about emotions and feelings. Nothing is more insightful, than a simple conversation with another person. And you don’t have to be a certified research guru to do that, just listen and observe.

我建議您專注于定性見解，因為它們能告訴我們有關情感和感覺的最多信息。 與他人進行簡單對話，沒有什么比最有洞察力的了。 而且您不必是經過認證的研究專家即可做到，只需聆聽和觀察即可。

Why not quantitative? It is sure helpful, but let’s sum it up with another quote:

為什么不定量？ 這肯定有幫助，但讓我們用另一句話來總結一下：

“Not everything that can be counted counts, and not everything that counts can be counted. “— William Bruce Cameron, American writer

“不是所有可以計數的東西都可以算，不是所有可以計數的東西都可以算。 “- 威廉·布魯斯·卡梅倫， 美國作家

A few years ago, my friend (who was pregnant at that time) showed me many different things she used to gain information about the pregnancy, baby development, general health and becoming a mum. She told me she had an app, but she preferred all the colorful, cute informative books and albums she had. I was curious why, and then she showed me the app she was using.

幾年前，我的朋友(當時懷孕)向我展示了她用來獲取有關懷孕，嬰兒發育，總體健康以及成為媽媽的信息的許多不同信息。 她告訴我她有一個應用程序，但她偏愛她擁有的所有色彩鮮艷，內容豐富的可愛圖書和專輯。 我很好奇為什么，然后她向我展示了她正在使用的應用程序。

The app looked like creepy to say the least. Realistic photos and renders seemed too realistic and bizarre to me. The black and white interface was cringy. To save the data, the user had two options: “Save” and… “Delete pregnancy” 🙄.

至少可以說，該應用看起來令人毛骨悚然。 逼真的照片和渲染對我來說似乎太逼真和離奇了。 黑白界面令人毛骨悚然。 為了保存數據，用戶有兩個選項：“保存”和“刪除懷孕”🙄。

I asked her, what she liked and disliked about the app, and she said:

我問她，她對應用程序的喜歡和不喜歡的地方，她說：

“The app is simple has a lot of helpful info, but I just can’t stand looking at it. I feel scared and uneasy. I prefer all the beautiful books. If there was an app like it, or just something like an album about your pregnancy, where you can keep all the memories and photos, that would be amazing!”

“該應用程序很簡單，有很多有用的信息，但我實在受不了。 我感到害怕和不安。 我喜歡所有美麗的書。 如果有一個類似的應用程序，或者只是一個關于懷孕的相冊，您可以保留所有的回憶和照片，那就太好了！”

Almost instantly, an idea for a product emerged in my head. So, two months later, I came with a working prototype to her, and she was so excited.

幾乎立即，關于產品的想法浮現在我的腦海。 因此，兩個月后，我給她帶來了一個工作原型，她感到非常興奮。

She just couldn’t stop smiling and making “awwws” all the time. She said “It looked exactly like in the paper albums.

她只是一直都在停止微笑并制作“ awwws”。 她說：“看起來就像紙質相冊中的一樣。

The baby illustrations and 3d renders we did were so cute and likeable. They were meant to evoke positive emotions instead of forced realism. They were simply beautiful. Just like a little baby in her belly. She wanted to use the app right away, and show it to every future mom she knows!”.

我們所做的嬰兒插圖和3d渲染是如此可愛和可愛。 他們的目的是喚起積極的情緒，而不是強迫現實主義。 他們簡直很漂亮。 就像肚子里的小寶貝一樣。 她想立即使用該應用程序，并將其顯示給她認識的每個未來媽媽！”。

Similar thing happened to me with Windows 95, years ago 😊…

多年前，Windows 95對我也發生了類似的事情……

“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task. — Tim Brown, CEO of IDEO

“空虛是設計的核心。 如果不了解他人的見解，感受和經驗，那么設計是一項毫無意義的任務。 — IDEO首席執行官Tim Brown

Every type of a product needs a different approach, since all user groups have different needs. When designing a personal banking app, we need to create a feeling of safety and trust. When designing a fitness app, we need to constantly motivate and reward the person that is using it.

每種產品類型都需要不同的方法，因為所有用戶組都有不同的需求。 在設計個人銀行應用程序時，我們需要營造一種安全感和信任感。 在設計健身應用程序時，我們需要不斷激勵和獎勵使用它的人。

As a designers we need to be empathetic. Think about our users and never stop asking questions. “How do they want to feel?”, “What do they want to see?”, “What will make them happy?”, “What style of the interface will be the most appealing to them?”.

作為設計師，我們需要善解人意。 考慮一下我們的用戶，永不停止提問。 “他們想如何感覺？”，“他們想看到什么？”，“什么會使他們感到高興？”，“哪種界面風格對他們來說最有吸引力？”。

I strongly believe that positive emotions and feelings are the getaway to the passionate users.

我堅信積極的情感和感受是熱情用戶的逍遙之選。

It doesn’t mean that the negative emotions are bad. For example, if we make a mistake and get an error, it creates a negative feeling, but it helps us remember what we did wrong, so we won’t do it again. So let’s embrace them, too — just check if they are not too overwhelming, so they won’t outweight the positive ones.

這并不意味著負面情緒是不好的。 例如，如果我們犯了一個錯誤并犯了一個錯誤，它會產生負面的感覺，但它可以幫助我們記住我們做錯了什么，因此我們不會再做。 因此，讓我們也擁抱它們-只是檢查它們是否不太壓倒性，以使它們不會超過正面的。

People need emotions. People need certain assurances. Your users want to be touched with your product. Your users want to feel something. So let’s give them something amazing!

人們需要情感。 人們需要一定的保證。 您的用戶希望被您的產品所吸引。 您的用戶想要感受。 因此，讓我們給他們一些驚喜！

Something more than an experience — something to remember.

不僅僅是體驗，而是要記住的東西。

“Good design touches you, great design touches your soul.” — Dr Onur Mustak Cobanli, OMC Design Studios

“好的設計感動您，偉大的設計感動您的靈魂。” — OMC設計工作室Onur Mustak Cobanli博士

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