在工作中是否遇到和產(chǎn)品經(jīng)理意見不合的時候？自己的創(chuàng)意得不到肯定？我在網(wǎng)上發(fā)現(xiàn)了一篇文章，主要講得就是設(shè)計師和商務(wù)人士交流的問題，思路清晰并很系統(tǒng)。

　　我翻譯了一下，希望對各位同行有所幫助。（上為Brian Armstrong 原文，下綠色為我的譯稿）

　　You may have noticed that in certain business and marketing circles there exists a “backlash” against the design community. Despite the rise of attractive, user-friendly solutions, in such circles unattractive designs have somehow managed to remain at the verge of acceptance. You’ll hear ideas being thrown around like “design is a waste of time — we have a really ugly site which outsells our competitors 3 to 1″ or “we are not worried about the design, we’ll outsource it or use a free Wordpress theme, let us focus more on the product”.

　　您可能已經(jīng)注意了，一些商務(wù)人士對設(shè)計存在著一種抵觸。盡管視覺效果和可用性逐漸提升，仍有一些設(shè)計難被接受。您會在周圍聽到“設(shè)計就是浪費時間，即使網(wǎng)站很難看，我們的銷量仍然是競爭對手3倍?！被颉拔覀儾⒉粨?dān)心設(shè)計，我們可以將它外包，或使用免費的WordPress主題，讓我們更專注于產(chǎn)品吧?！敝惖目捶ā?/FONT>

　　You can almost sense a little bit of pride in how ugly their web-site is, or that they are treating design like a commodity. However off base these types of thoughts might be, there is clearly a lack of respect for designers in the business community at times. I’d like to address how you can shatter this barrier and talk to business folk in a language they understand.

　　當(dāng)接觸他們丑陋的網(wǎng)站，以及把設(shè)計看做商品的態(tài)度后，您可能會有一點不屑。但您不應(yīng)有這樣的想法，他們這樣是因為確實有時缺乏對設(shè)計商業(yè)作用的重視。下邊我來教您如何清除這一障礙，用他們理解的商業(yè)語言與之交談。

　　This article provides you with 5 guidelines you can use as a designer to “speak business” — even if it’s just to get your foot in the door or land a big project.

　　本文會給您5條準(zhǔn)則，您可以把它們當(dāng)作“設(shè)計師談商業(yè)”，即使這只能讓您在一個大項目中插上一小足。

　　1. Pretty doesn’t mean effective: statistics are your friend!
　　1 漂亮并不意味著有效：統(tǒng)計資料才是您的朋友！

　　Designers like to show off portfolios. It can look stunning, but business people like to see numbers. What was the conversion rate on that opt in? What was the bounce rate and average time on site? What was the most clicked on link from the home page?

　　設(shè)計師喜歡炫耀作品集，它可能看起來很炫，但是商務(wù)人員更看重數(shù)字。什么是轉(zhuǎn)換率？什么是跳出率和平均網(wǎng)站停留時間？主頁上點擊次數(shù)最多的鏈接是什么？

　　To a business person, “beautiful” or “visually stunning” are just a first step. They only really matter if “beautiful” or “visually stunning” turns into more sales. Probably the worst offender here is the classic “all flash” site that is gorgeous and completely impossible to use or update. Everything has a cost/benefit trade off, and that includes design.

　　對于商務(wù)人員，“美麗”或“逼真”僅僅是第一步。他們唯一真正關(guān)注的是“美麗”或“逼真”怎樣轉(zhuǎn)化為更多的銷量。也許最明顯的案例就是經(jīng)典全FLASH網(wǎng)站，絢麗但是完全難于使用和更新。一切事物都要考慮投入產(chǎn)出比，當(dāng)然也包括設(shè)計。

　　Compare these two sites for a moment. The first is from 2Advanced Studios and includes some fancy animation.

　　對比下面兩個網(wǎng)站。前一個是2Advanced工作室的，上面有一些絢麗的動畫。

　　The second is from Perry Marshall, who sells a book on Google Adwords.

　　第二個是 Perry Marshall的，他在賣一本關(guān)于谷歌廣告的書。

　　Despite being uglier, we can probably agree that Perry’s site is significantly better at getting new customers. It may not be better in other areas, but it all depends on what the goal of the site is. Speaking of which…

　　盡管有些難看，但我們或許可以認(rèn)同，Perry的網(wǎng)站在招攬新顧客上明顯成功很多。一個網(wǎng)站在別的領(lǐng)域不出色無所謂，重要的是要實現(xiàn)建立目標(biāo)。下面談到這里...

　　2. Every design should have a measurable goal
　　2 每個設(shè)計應(yīng)該有一個可衡量的目標(biāo)

　　Saying that the goal is to “build the brand of XYZ” or “create an online presence” is basically meaningless to a business-minded person. A goal is only a goal if it is measurable.

　　如果跟商務(wù)人士說，目標(biāo)就是 “建立某某品牌” 或 “創(chuàng)建線上資訊” ，那是毫無意義的。目標(biāo)只有一個，那就是可衡量（讓我想起了柯南。。There is just only one turth?。?。

　　What are some good examples of a measurable goal? Generating leads, making sales, number of phone calls, opt-ins, subscribers, incoming links, PageRank etc. Instead of trying to convince them that “attractive visual design of this sign-up form would attract more visitors” present them real numbers such as “in the past this design solution effectively increased the conversion rates by 35%”.

　　一些關(guān)于可衡量目標(biāo)的好例子有哪些呢？尋找線索、銷售、來電數(shù)量、“單向確認(rèn)”郵件列表、訂閱、網(wǎng)站的導(dǎo)入鏈接和PR值等。不要試圖說服他們，比如“出色的視覺設(shè)計會吸引更多用戶注冊”，而要有真實數(shù)字，比如“使用這個設(shè)計方案以來，轉(zhuǎn)換率提高了35 ％ ”。

　　According to Luke Wroblewski’s findings in his book “Web Form Design: Filling in the Blanks”, one single design decision related to the design of sign-up forms has increased the conversion rates up to 40%.

　　據(jù)Luke Wroblewski在其著作《網(wǎng)頁窗體設(shè)計：填空》的調(diào)查結(jié)果 ，一個有關(guān)注冊形式的設(shè)計決策提高了40％轉(zhuǎn)換率。

　　Try saying to a business person: “we split tested this design, and A converted 21% of subscribers while B converted 38%, and our confidence interval on this data is very narrow”. Now you are speaking their language!

　　嘗試和一個商務(wù)人士說：“我們用兩種方法分別測試了這個設(shè)計，甲帶來了21 ％的用戶轉(zhuǎn)換，而乙是38 ％，我們對于這個數(shù)據(jù)的可靠區(qū)間太狹小了?！?現(xiàn)在您就在以他們的方式說話。

　　Try to get inside the head of a prospective customer. Imagine them with a burning pain or question, frantically clicking back and forth on the first page of Google results that came up. Realistically, they are making a decision whether to stick around or try the next result after scanning your site for about 1 second. This brings me to my next point…

　　嘗試進(jìn)入潛在用戶的腦中。想象一下，他們承受著焦躁和困擾，瘋狂地從搜索結(jié)果的第一頁跳來跳去。實際上，他們在網(wǎng)站停留大約1秒鐘后，正在決定是堅持，還是嘗試下一個結(jié)果。這讓我想到我下一點...

　　3. Your site should have one clear path

　　3 您的網(wǎng)站應(yīng)有一個明確的路徑

　　 As a customer comes to your site, you want to be in complete control of the 1st thing they see, the 2nd, the 3rd, and all the way down until they accomplish your goal that you’ve set. In other words, they have entered your sites “funnel” or “chute”.

　　一個到您網(wǎng)站的用戶，您想完全控制他們第一眼看什么，還有之后一切操作流程，直到他們完成了您設(shè)定的目標(biāo)。換句話說，他們已經(jīng)進(jìn)入了您網(wǎng)站的“漏斗”或“通道”。

　　Research results from an eye-tracking study: users satisfice — they click the first possible solution that is easily presented to them and may lead to their goal. Source.

　　一個眼球追蹤的研究結(jié)果表明：用戶滿足 — 他們更傾向于點擊“顯而易見且能實現(xiàn)目標(biāo)”的位置。

　　The typical method of giving users lots of different options on a page has been tested and it doesn’t work as well. People don’t want to think hard to figure things out. Users satisfice — they want the first possible solution that is easily presented to them. You should be in control of things in every step of the way, and miraculous things happen when you start to think of your site as a set “process” instead of a maze of options.

　　典型的方法就是向用戶提供許多不同的設(shè)置，測試發(fā)現(xiàn)這并不可行。人們不想動腦去想事情。用戶滿意解決法 — 他們希望最佳解決方案輕易呈現(xiàn)眼前。您應(yīng)該控制操作的每一步，當(dāng)您把網(wǎng)站看作一整套“操作流程”時，奇跡的事情就會發(fā)生 ，不要再用一個迷宮般的設(shè)置了。

　　Please take a look at the first page of this site (the screenshot is displayed below). Really, go ahead and do it and then come back. I’ll wait.

　　請看一下這個網(wǎng)站的首頁（截屏在下邊）。去吧，嘗試一下再回來，我在這等您。

　　Well, so you looked right? Let me guess the exact order that your eyes went on the page. First you went to the top left for the site title and logo, then after flicking past the phone number for just an instant you went down to the main headline about “Successful blogging starts with…”. Finally, you skimmed the portfolio and then read the two sub-headlines “Get Started Now” and “Learn to market your blog”. Was I close?

　　嗯，您看完了吧？讓我猜猜您的瀏覽順序。首先您會看左上角的網(wǎng)站名稱和標(biāo)志，然后掃了一下電話號碼，馬上您就到了主標(biāo)題“成功的博客開始于... ”。最后，您略過了作品集，然后閱讀兩個分標(biāo)題“立即開始使用”和“學(xué)習(xí)市場化博客”。我說得對么？

　　Look at your own site and stand back 10 feet from your monitor. What still stands out on the screen? These are elements that can jump out, with contrast, negative space, etc to help you control where people’s eyes go. There is even some great research coming out on eye tracking. The point is that you can design with this information in mind to guide exactly how people experience your site for the first time and avoid trigger happy back-buttoners.

　　后退到距離顯示器10英尺的位置，看看自己的網(wǎng)站。還有哪些在屏幕上很突出？他們都是一些顯著的可以引導(dǎo)用戶瀏覽順序的元素，而差些的網(wǎng)站卻不能做到這點。如今甚至出現(xiàn)了一些專門關(guān)于眼球跟蹤的研究。您可以在設(shè)計過程中將這些信息銘記在心，當(dāng)用戶第一次使用網(wǎng)站時，精確引導(dǎo)他們，而不是讓他們亂點一氣。

　　4. Remember the swiss army knife
　　4 記住瑞士軍刀

　　One of the best analogies I’ve ever heard about design came from Marissa Mayer at Google. She said that Google tries to think of its design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. A first time user might come to the site and just the main knife is flipped open. It’s immediately clear what the main benefit and purpose of this thing is: it’s a knife. But for the advanced users, a little thumbnail catch is still visible so they can slowly start to pull out lesser used features when they’re needed.

　　在谷歌工作的Marissa Mayer說過一個比喻，那是我聽過關(guān)于設(shè)計最好的一個了。她說谷歌試圖將自己的設(shè)計想象成一把瑞士軍刀。它工具齊全，整齊的收在內(nèi)部，您無法一次看到它的全部。第一次進(jìn)入網(wǎng)站的用戶看到的網(wǎng)站，就應(yīng)像翻開刀部分的瑞士軍刀，它的主要作用毫無疑問只是一把刀子。但是對于高級用戶，極小功能都會注意，如果需要，他們自會像打開瑞士軍刀那樣去慢慢發(fā)掘。

　　Many people’s web-site are like a Swiss army knife with every damn tool in there pulled out and exposed. “What the hell is this site for?”, a first time visitor might wonder. And like that, you’ve lost them. They’ll check the next result on Google.

　　很多人的網(wǎng)站就像一個打開所有工具的瑞士軍刀。“這個該死的網(wǎng)站想要做什么？”一個初次使用者產(chǎn)生了這樣的疑問。如果這樣，他們會去搜索其他結(jié)果，而您也就失去了他們。

　　Think of an effective design like a Swiss army knife. It has tons of features neatly tucked away inside, but you don’t see them all at once. Source.

　　有效的設(shè)計就像一把瑞士軍刀。它工具齊全，整齊的收在內(nèi)部，您無法一次看到它的全部。

　　Keep the site simple with a clear path and purpose. Extra stuff on the page actually does have a detrimental effect in terms of confusion and distraction. Be adamant about eliminating unnecessary pieces of a design.

　　我們一定要讓網(wǎng)站簡單明了，具有明確的功能和分類，多余的內(nèi)容只會讓用戶產(chǎn)生混亂，堅持“刪除不必要的功能”不動搖（哈哈~）。

　　5. Provide performance metrics
　　5 提供性能指標(biāo)

　　Finally, if you really want to impress business people, put together a little report of how a design performs. It doesn’t have to be fancy — maybe a little spreadsheet (those business types do love Excel) with some basic metrics you can pull off of Google Analytics like visitors, time on site, most popular funnel path, and even a goal conversion rate.

　　最后，如果您真的想給商務(wù)人士留下深刻印象，就向他們提供一些設(shè)計流程。并不要求多絢麗，一個具有基本指標(biāo)的電子表格就可以（他們這種人很喜歡Excel），里邊包含諸如訪問者、網(wǎng)站停留時間、最常用路徑，甚至是目標(biāo)轉(zhuǎn)換率。

　　A spreadsheet with some basic metrics about like visitors, time on site, most popular funnel path, and even a goal conversion rate can make the difference. Example: Quantcast.

　　一個具有基本指標(biāo)的電子表格(里邊包含諸如訪問者、網(wǎng)站停留時間、最常用路徑，甚至是目標(biāo)轉(zhuǎn)換率)可以讓問題迎刃而解。例如： Quantcast 。

　　Just putting in a little bit of effort here will instantly distinguish you from all the other designers out there who would never think to do something like this. Whoever your client is will be much more likely to say to a colleague, “you know they just get it, they not only design but they understand the purpose behind what we’re doing, I really like that.” And boom, you’ve got a referral to grow to the next level.

　　只要付出一點點努力，就會立即將您同沒有意識到要做這些的設(shè)計師區(qū)分開來。無論您的客戶是誰，他們都很可能和同事說：“知道么？他們做到了，他們不僅了解設(shè)計，還了解為什么這么設(shè)計，我很喜歡?！蹦幌戮蜕仙搅艘粋€更高的水平。

　　Conclusion
　　結(jié)論

　　This article may offend some designers. You may think it’s off topic, not your concern, or counterproductive to good design. That’s fine — take what works for you and leave the rest.

　　本文可能會得罪一些設(shè)計師。您也許會認(rèn)為它跑題了，或者不關(guān)您的事，甚至?xí)绊懩?。那么好，您大可以不考慮這些事情去忙您的工作了。

　　Speaking in a language the customer understands is key to good communication in any business. Whenever you get deep into a field and become an expert, it’s easy to lose sight of the fact that the rest of the world doesn’t think like you.

　　“以客戶理解的語言同他們交談”是任何商務(wù)交流的成功之道。只要您深入到某一領(lǐng)域，并成為一個專家，就很容易會忽視一個事實 — 其他人并不像您那樣思考。

　　Take doctors for instance. They go through so much schooling and learn so much science that it literally sounds like they are speaking a different language if you see a group of them together. But when it comes time to talk to the patient and explain what’s wrong with them, they switch gears and speak in a language the customer understands.

　　以醫(yī)生的實例。他們在漫長的學(xué)習(xí)生涯中學(xué)了很多醫(yī)學(xué)知識，如果您看到他們在一起談話，會感覺他們在講專業(yè)術(shù)語。但當(dāng)他們同病人談話告訴他們病情時，就會用通俗的語言。

　　As a great designer, you can do the same thing and become that much more effective in bringing value to your customers.

　　作為一個杰出的設(shè)計師，您可以做同樣的事情，并在給用戶創(chuàng)造價值方面更加權(quán)威。

　　About the author
　　關(guān)于作者

　　Brian Armstrong is an entrepreneur who also enjoys studying design. He writes about topics such as UI design, building web companies, and how to quit your 9-to-5 to work for yourself at his blog.

　　Brian Armstrong是一位熱愛設(shè)計的企業(yè)家。他在自己的博客里寫了許多文章，比如關(guān)于用戶界面設(shè)計發(fā)面，如何建立網(wǎng)絡(luò)公司，以及如何避免朝九晚五的工作等等。

　　原文：http://hi.baidu.com/shru/blog/item/d7e1ef4e809f68ccd0c86a17.html