Margaret Gould Stewart: How giant websites design for you (and a billion others, too)

252,122 views ・ 2014-08-05

TED


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譯者: JiaLi Jocelyn 審譯者: Adrienne Lin
00:12
What do you think of when I say the word "design"?
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提到「設計」這個詞時 你想到了什麼?
00:16
You probably think of things like this,
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你可能想到這些東西
00:18
finely crafted objects that you can hold in your hand,
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可以握在手、精緻製造的東西
00:22
or maybe logos and posters and maps
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或是商標、海報和圖表
00:25
that visually explain things,
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這類用視覺傳達事物的東西
00:27
classic icons of timeless design.
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永不褪流行的經典圖示設計
00:30
But I'm not here to talk about that kind of design.
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但我不是來這裡談這類設計的
00:33
I want to talk about the kind
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我想要談一種
00:34
that you probably use every day
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也許你每天都使用
00:36
and may not give much thought to,
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卻很少想到的設計
00:38
designs that change all the time
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它時常在變動
00:40
and that live inside your pocket.
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也活在你的口袋裡
00:42
I'm talking about the design
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我說的設計是關於
00:44
of digital experiences
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數位經驗
00:46
and specifically the design of systems
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具體來說系統的設計
00:49
that are so big that their scale
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它們的規模巨大
00:51
can be hard to comprehend.
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很難掌握
00:53
Consider the fact that Google processes
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想想看 Google 每天處理
00:55
over one billion search queries every day,
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超過十億的搜尋次數
00:59
that every minute, over 100 hours
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每分鐘有超過一百小時的影片
01:01
of footage are uploaded to YouTube.
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上傳到 Youtube
01:03
That's more in a single day
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一天的播出量
01:05
than all three major U.S. networks broadcast
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比美國三大電視網
01:08
in the last five years combined.
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過去五年播出的總和還多
01:11
And Facebook transmitting the photos,
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使用 Facebook 傳輸照片
01:13
messages and stories
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照片、訊息和故事
01:14
of over 1.23 billion people.
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的用戶超過 12.3 億人
01:17
That's almost half of the Internet population,
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幾乎是全世界網路使用者的一半
01:20
and a sixth of humanity.
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和全球總人口的六分之一
01:23
These are some of the products
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這些是我工作以來 協助設計過的一些產品
01:24
that I've helped design over the course of my career,
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01:27
and their scale is so massive
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它們數量巨大
01:29
that they've produced unprecedented
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產生了前所未有的
01:31
design challenges.
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設計挑戰
01:33
But what is really hard
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但大規模設計
01:35
about designing at scale is this:
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真正困難的是:
01:38
It's hard in part because
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它很難 一部分是因為
01:39
it requires a combination of two things,
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需要兩種東西的結合:
01:42
audacity and humility —
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膽量和謙卑
01:45
audacity to believe that the thing that you're making
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要有膽量相信你正在做的東西
01:49
is something that the entire world wants and needs,
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是全世界想要且需要的
01:52
and humility to understand that as a designer,
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並且謙卑地理解到 身為一個設計師
01:55
it's not about you or your portfolio,
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重點不是你或是你的作品集
01:58
it's about the people that you're designing for,
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而是在於如何對待那些用戶
02:00
and how your work just might help them
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以及設計的產品是否
02:02
live better lives.
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能讓他們更好的生活
02:04
Now, unfortunately, there's no school
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很不幸 沒有學校
02:07
that offers the course Designing for Humanity 101.
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提供「人性設計入門」這門課
02:11
I and the other designers
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我和其他設計這類產品的設計師
02:12
who work on these kinds of products
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02:14
have had to invent it as we go along,
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是在設計過程慢慢發明這項學問的
02:17
and we are teaching ourselves
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我們教導自己
02:19
the emerging best practices
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要在實踐中形成
02:21
of designing at scale,
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最好的規模設計
02:23
and today I'd like share some of the things
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今天我想要分享一些
02:25
that we've learned over the years.
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我們這些年學到的東西
02:27
Now, the first thing that you need to know
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首先關於設計規模的規則 你需要知道的是
02:28
about designing at scale
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02:29
is that the little things really matter.
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細節真的很重要
02:32
Here's a really good example of how
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這裡有個很好的例子來解釋
02:34
a very tiny design element can make a big impact.
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極小的設計元素如何帶來巨大的影響
02:38
The team at Facebook that manages
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臉書裡負責「讚」
02:41
the Facebook "Like" button
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這個按鈕的團隊
02:43
decided that it needed to be redesigned.
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決定它必須被重新設計
02:45
The button had kind of gotten out of sync
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這按鈕有點不太跟得上
02:48
with the evolution of our brand
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我們品牌的進化
02:49
and it needed to be modernized.
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因此它必須被更新
02:51
Now you might think, well, it's a tiny little button,
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現在你也許會想 這就只是個小按鈕
02:53
it probably is a pretty straightforward,
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它可能是一個
02:55
easy design assignment, but it wasn't.
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很簡單的設計任務 但並不是
02:58
Turns out, there were all kinds of constraints
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後來 我們設計這個按鈕時
03:00
for the design of this button.
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有各種限制
03:02
You had to work within specific height and width parameters.
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你必須在特定的長寬參數內製作
03:05
You had to be careful to make it work
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你必須注意它可以在
03:07
in a bunch of different languages,
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不同的語言裡使用
03:09
and be careful about using fancy gradients or borders
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同時要小心使用花俏的漸層或邊界
03:12
because it has to degrade gracefully
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因為它必須能優雅地降用在
03:14
in old web browsers.
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舊的瀏覽器上
03:16
The truth is, designing this tiny little button
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事實是 設計這個小小的按鈕
03:19
was a huge pain in the butt.
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是很令人頭痛的事情
03:21
Now, this is the new version of the button,
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這是這個按鈕的新版
03:23
and the designer who led this project estimates
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主導這個專案的設計師估計
03:26
that he spent over 280 hours
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他數個月來花了超過280 小時
03:29
redesigning this button over the course of months.
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重新設計這個按鈕
03:33
Now, why would we spend so much time
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我們為何會花這麼多時間
03:35
on something so small?
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在這麼小的東西上?
03:37
It's because when you're designing at scale,
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因為當你在做設計規模的時候
03:39
there's no such thing as a small detail.
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是不存在大小之分的
03:42
This innocent little button
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這個單純的小按鈕
03:44
is seen on average 22 billion times a day
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每天出現 220 億次
03:48
and on over 7.5 million websites.
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在超過 750 萬個網站上
03:51
It's one of the single most viewed design elements ever created.
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它是有史以來被檢視最多次的設計元素
03:55
Now that's a lot of pressure for a little button
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這對這個小按鈕
03:58
and the designer behind it,
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和它背後的設計者來說壓力很大
03:59
but with these kinds of products,
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但在這類產品
04:01
you need to get even the tiny things right.
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即使細微的細節也要做對
04:04
Now, the next thing that you need to understand
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另一個你需要了解的是
04:06
is how to design with data.
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如何在設計中應用數據
04:09
Now, when you're working on products like this,
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當你在做這類的產品的時候
04:10
you have incredible amounts of information
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關於人們怎麼用你的產品
04:13
about how people are using your product
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你有多得難以想像的資訊
04:15
that you can then use to influence
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這可以能用來影響
04:17
your design decisions,
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你的設計決策
04:18
but it's not just as simple as following the numbers.
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但這不是盲從數字這麼簡單
04:21
Let me give you an example
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讓我舉個例子
04:22
so that you can understand what I mean.
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你就明白我的意思了
04:25
Facebook has had a tool for a long time
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臉書從很久之前就有工具
04:27
that allowed people to report photos
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讓人檢舉違反
04:29
that may be in violation of our community standards,
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我們社群標準的照片
04:32
things like spam and abuse.
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例如垃圾郵件或濫用訊息
04:34
And there were a ton of photos reported,
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有成千上萬的照片被檢舉
04:36
but as it turns out,
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但事實證明
04:38
only a small percentage were actually
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只有很小一部分
真的違反社群標準
04:40
in violation of those community standards.
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04:43
Most of them were just your typical party photo.
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大部分只是一般的派對照片
04:45
Now, to give you a specific hypothetical example,
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現在 我用具體一點的例子
04:48
let's say my friend Laura hypothetically
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假設我朋友蘿拉
04:51
uploads a picture of me
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她上傳了一張
04:52
from a drunken night of karaoke.
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我在喝醉後晚上唱歌時拍的照片
04:55
This is purely hypothetical, I can assure you.
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這完全是假設 我跟你保證
04:59
(Laughter)
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(笑聲)
05:00
Now, incidentally,
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順帶一提
05:02
you know how some people are kind of worried
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你知道有些人多擔心
05:03
that their boss or employee
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他們的老闆或員工
05:05
is going to discover embarrassing photos of them
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在臉書上發現
05:07
on Facebook?
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他們令人尷尬的照片?
05:08
Do you know how hard that is to avoid
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你知道當你真的在臉書上班
05:10
when you actually work at Facebook?
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避免這種事多難?
05:14
So anyway, there are lots of these photos
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總而言之 有很多這種照片
05:16
being erroneously reported as spam and abuse,
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被錯誤舉報為垃圾訊息或者濫用
05:19
and one of the engineers on the team had a hunch.
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負責的小組裡 有個工程師有種預感
05:22
He really thought there was something else going on
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他認為其中一定有別的事發生
05:24
and he was right,
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而他是對的
05:25
because when he looked through a bunch of the cases,
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因為當他檢視了一些被檢舉的案件
05:27
he found that most of them
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他發現大部分檢舉的人
05:29
were from people who were requesting
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都是想删除自己被標記的照片
05:31
the takedown of a photo of themselves.
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05:34
Now this was a scenario that the team
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這是這個團隊
05:36
never even took into account before.
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從來沒想過的情況
05:38
So they added a new feature
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所以他們加入了一個新功能
05:40
that allowed people to message their friend
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讓人們可以傳訊息給他們的朋友
05:42
to ask them to take the photo down.
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請他們移除照片
05:44
But it didn't work.
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但這沒有用
05:46
Only 20 percent of people
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只有兩成的人
05:47
sent the message to their friend.
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傳訊息給他們的朋友
05:49
So the team went back at it.
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所以這小組回頭來
05:51
They consulted with experts in conflict resolution.
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他們諮詢了處理衝突的專家
05:55
They even studied the universal principles
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他們甚至研究了
禮貌用語的通則
05:58
of polite language,
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05:59
which I didn't even actually know existed
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我在這個研究開始前
06:01
until this research happened.
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甚至不知道有這樣的原則存在
06:03
And they found something really interesting.
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他們發現了一些有趣的事
06:05
They had to go beyond just helping people
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他們必須更進一步
幫用戶請朋友移除照片還不夠
06:07
ask their friend to take the photo down.
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06:09
They had to help people express to their friend
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他們要幫助用戶向他們的朋友
06:12
how the photo made them feel.
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表達他們看這些照片時的感覺
06:14
Here's how the experience works today.
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如今的設計就是這個經歷帶來的
06:17
So I find this hypothetical photo of myself,
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我看到這張假想的照片時
06:20
and it's not spam, it's not abuse,
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它不是垃圾訊息 不是濫用訊息
06:23
but I really wish it weren't on the site.
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但我真的希望它不出現在這個網站上
06:25
So I report it and I say,
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所以 我檢舉它 並寫道:
06:28
"I'm in this photo and I don't like it,"
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「我在這張照片裡 但我不喜歡它」
06:30
and then we dig deeper.
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然後我們試圖更深入
06:34
Why don't you like this photo of yourself?
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為什麼你不喜歡這張有你的照片?
06:36
And I select "It's embarrassing."
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我選了令人尷尬
06:39
And then I'm encouraged to message my friend,
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然後視窗鼓勵我 要發訊息告訴好友
06:42
but here's the critical difference.
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這裡就有了很大不同
06:44
I'm provided specific suggested language
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它向我提供了準確的話語
06:48
that helps me communicate to Laura
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幫助我跟蘿拉交流
06:50
how the photo makes me feel.
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說這張照片帶給我的感受
06:52
Now the team found that this relatively small change
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我們發現這個小小的改變
06:55
had a huge impact.
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有著巨大的影響
06:57
Before, only 20 percent of people
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在這之前只有 20% 的人
06:59
were sending the message,
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會發送訊息
07:00
and now 60 percent were,
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現在達到 60%
07:02
and surveys showed that people
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調查表明
07:04
on both sides of the conversation
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對話的雙方
07:06
felt better as a result.
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對於結果的感覺不錯
07:08
That same survey showed
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這項調查還表明
07:09
that 90 percent of your friends
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90% 的人都希望知道
07:12
want to know if they've done something to upset you.
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自己是否做了什麼讓你不高興的事
07:14
Now I don't know who the other 10 percent are,
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我不知道剩下的 10% 怎麼想的
07:16
but maybe that's where our "Unfriend" feature
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這可能就是刪好友功能
07:18
can come in handy.
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非常好用的時候了
07:20
So as you can see,
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你可以發現
07:21
these decisions are highly nuanced.
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這些決定都十分微妙
07:24
Of course we use a lot of data
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我們當然使用了大量數據
07:26
to inform our decisions,
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來支持我們的決定
07:27
but we also rely very heavily on iteration,
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但同時我們反覆試驗
07:31
research, testing, intuition, human empathy.
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研究、測試、運用直覺和人類同理心
07:35
It's both art and science.
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這是藝術和科學的結合
07:37
Now, sometimes the designers who work on these products
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有時 我們把這類設計者
07:39
are called "data-driven,"
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叫做數據驅動者
07:41
which is a term that totally drives us bonkers.
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這是個完全讓我們瘋狂的詞
07:44
The fact is, it would be irresponsible of us
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事實上 沒有嚴格測試自己的設計
07:47
not to rigorously test our designs
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是不負責的表現
07:49
when so many people are counting on us
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尤其是那麼多人指望我們
07:51
to get it right,
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做對的事時
07:53
but data analytics
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但是數據分析
07:55
will never be a substitute for design intuition.
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永遠不會代替設計的直覺
07:58
Data can help you make a good design great,
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數據能幫你使設計更完美
08:01
but it will never made a bad design good.
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但絕不會讓壞設計變好
08:05
The next thing that you need to understand as a principle
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下一個你必須要理解的事是
08:08
is that when you introduce change,
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當你想要改變時
08:09
you need to do it extraordinarily carefully.
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需要極度小心
08:12
Now I often have joked that
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我經常開玩笑說
08:14
I spend almost as much time
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我花了很多時間
08:16
designing the introduction of change
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設計產品改變的介紹詞
08:18
as I do the change itself,
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和我實際改變產品 花的時間差不多
08:20
and I'm sure that we can all relate to that
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而且我相信我們都能體會
08:22
when something that we use a lot changes
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當我們常使用的東西改變時
08:24
and then we have to adjust.
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我們就需要適應
08:26
The fact is, people can become
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事實上 人們會因使用了
08:29
very efficient at using bad design,
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不好的設計而變得十分有效率
08:32
and so even if the change is good for them in the long run,
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從長遠來看 即使改變對他們是有好處的
08:34
it's still incredibly frustrating when it happens,
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這還是會讓人受挫
08:37
and this is particularly true
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並且這在用戶創建的
08:39
with user-generated content platforms,
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內容平台更是如此
08:42
because people can rightfully claim a sense of ownership.
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因為人們有權要求所有權
08:45
It is, after all, their content.
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畢竟都是他們自己發佈的內容
08:49
Now, years ago, when I was working at YouTube,
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幾年前 我還在 YouTube 工作時
08:51
we were looking for ways to
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我們試圖鼓勵
08:53
encourage more people to rate videos,
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更多的人去評價影片
08:56
and it was interesting because when we looked into the data,
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這很有趣 因為當我們查看數據時
08:58
we found that almost everyone was exclusively using
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發現幾乎所有人
都給了最高的五星評價
09:02
the highest five-star rating,
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09:04
a handful of people were using
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只有極少人
09:05
the lowest one-star,
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給了最低的一星
09:07
and virtually no one
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並且幾乎沒有人
09:09
was using two, three or four stars.
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會給二星、三星和四星
09:11
So we decided to simplify
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所以我們決定簡化成
09:13
into an up-down kind of voting binary model.
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只有好壞兩種評價模式
09:16
It's going to be much easier for people to engage with.
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這人更容易參與評價
09:19
But people were very attached
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但是人們已經習慣了
09:22
to the five-star rating system.
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五星評價體系
09:23
Video creators really loved their ratings.
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影片發佈者很喜歡他們的等級
09:26
Millions and millions of people
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成百上千萬的人
09:27
were accustomed to the old design.
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習慣以前的模式
09:29
So in order to help people
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所以為了幫助用戶
09:31
prepare themselves for change
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接受改變
09:33
and acclimate to the new design more quickly,
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更快地熟悉新設計
09:35
we actually published the data graph
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我們在網上公佈了數據圖表
09:38
sharing with the community
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跟社群的人分享
09:39
the rationale for what we were going to do,
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我們這樣做的原因
09:41
and it even engaged the larger industry
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在交流中話題甚至被擴大
09:44
in a conversation, which resulted in
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09:46
my favorite TechCrunch headline of all time:
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於是產生了我最喜歡科技部落格標題:
09:49
"YouTube Comes to a 5-Star Realization:
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YouTube 終於發現五星評價:
09:52
Its Ratings Are Useless."
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毫無用處
09:55
Now, it's impossible to completely avoid
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改變帶來的反感是不可能完全避免的
09:58
change aversion when you're making changes
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尤其在改變了
10:00
to products that so many people use.
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許多人熟悉的產品時
10:02
Even though we tried to do all the right things,
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即使我們試圖做正確的事
10:04
we still received our customary flood
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還是會收到如洪水般的
10:06
of video protests and angry emails
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抗議影片和投訴郵件
10:09
and even a package that had to be scanned by security,
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甚至還有一個需要被安檢的包裹
10:13
but we have to remember
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但是我們需要牢記
10:15
people care intensely about this stuff,
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人們十分關注產品的改變
10:18
and it's because these products, this work,
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因為這些產品
10:21
really, really matters to them.
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對他們十分重要
10:23
Now, we know that we have to be careful
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現在我們知道
10:26
about paying attention to the details,
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要注重細節
10:28
we have to be cognizant about how we use data
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要認識到如何在設計中
10:31
in our design process,
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使用數據
10:33
and we have to introduce change
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我們要謹慎地
10:34
very, very carefully.
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介紹產品變動
10:36
Now, these things are all really useful.
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這些方法十分有用
10:38
They're good best practices for designing at scale.
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它們是大規模設計最好的練習
10:41
But they don't mean anything
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但它們毫無意義
10:43
if you don't understand something
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除非你能理解
10:45
much more fundamental.
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其中最基本的道理
10:46
You have to understand who you are designing for.
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你必須明白自己在為誰設計
10:51
Now, when you set a goal to design
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當你設立的設計目標
10:53
for the entire human race,
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是為所有人設計時
10:55
and you start to engage in that goal in earnest,
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以認真的態度完成目標
10:58
at some point you run into the walls
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有時候你會
11:00
of the bubble that you're living in.
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迷失方向
11:02
Now, in San Francisco, we get a little miffed
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在舊金山
當我們到沒網路覆蓋的區域 就會有點生氣
11:05
when we hit a dead cell zone
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11:06
because we can't use our phones to navigate
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因為不能用手機導航
11:08
to the new hipster coffee shop.
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尋找新咖啡館
11:11
But what if you had to drive four hours
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但如果你得開四個小時的車
11:14
to charge your phone
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才能充手機的電
11:15
because you had no reliable source of electricity?
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只因為沒有可信賴的電源?
11:18
What if you had no access to public libraries?
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若是你所在地没有公共圖書館?
11:22
What if your country had no free press?
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如果你的國家沒有自由媒體?
11:25
What would these products start to mean to you?
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這時候 這些產品對你來說有什麼意義?
11:28
This is what Google, YouTube and Facebook
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這就是 Google、YouTube 和臉書
11:31
look like to most of the world,
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在世界上大多數人眼中的樣子
11:33
and it's what they'll look like
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也是它們在未來 50 億人
11:34
to most of the next five billion people
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11:36
to come online.
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上網時看到的樣子
11:38
Designing for low-end cell phones
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設計低端手機
11:40
is not glamorous design work,
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並不是一個吸引人的工作
11:42
but if you want to design for the whole world,
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但如果你想為全世界設計
11:44
you have to design for where people are,
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你需要站在人們的角度考慮
11:46
and not where you are.
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而不是你自己的角度
11:48
So how do we keep this big, big picture in mind?
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那我們如何記住這個觀點呢?
11:51
We try to travel outside of our bubble to see, hear
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我們試著走出自己的圈子
去看 去聽 去理解使用者
11:54
and understand the people we're designing for.
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11:57
We use our products in non-English languages
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我們在非英語環境使用這些產品
11:59
to make sure that they work just as well.
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確保它們能正常工作
12:01
And we try to use one of these phones from time to time
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我們不時就會使用這些手機
12:04
to keep in touch with their reality.
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了解它們的真實情況
12:07
So what does it mean to design at a global scale?
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對全球範圍的設計有什麼意義?
12:12
It means difficult and sometimes exasperating work
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它意味著困難 有時甚至讓人厭煩
12:15
to try to improve and evolve products.
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去試著使產品改善、進化
12:19
Finding the audacity and the humility to do right by them
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以大膽和謙遜的心態來做設計
12:22
can be pretty exhausting,
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是非常辛苦的
12:24
and the humility part,
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謙遜對設計師來說
12:25
it's a little tough on the design ego.
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是十分艱難的
12:27
Because these products are always changing,
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因為這些產品經常變動
12:30
everything that I've designed in my career
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我所設計過的產品
12:32
is pretty much gone,
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幾乎都已經消失了
12:34
and everything that I will design will fade away.
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我將來設計的產品也會最終消失
12:37
But here's what remains:
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但是有些東西猶存不朽
12:39
the never-ending thrill
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參與一項宏達工程帶來的
12:41
of being a part of something that is so big,
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永不磨滅的激情
12:43
you can hardly get your head around it,
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它在腦海中揮之不去
12:46
and the promise that it just might change the world.
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還有對它能改變世界的期許
12:49
Thank you.
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謝謝
12:51
(Applause)
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(掌聲)
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