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【TED】网络设计,事关你我

 

What do you think of when I say the word "design"? [AI] 当我说“设计”这个词时,你会怎么想? You probably think of things like this. [AI] 你可能会想到这样的事情。 finely crafted objects that you can hold in your hand. [AI] 精心制作的物品,你可以拿在手里。 or maybe logos and posters and maps [AI] 或者是商标、海报和地图 that visually explain things. [AI] 可以直观地解释事情。 classic icons of timeless design. [AI] 永恒设计的经典图标。 But I'm not here to talk about that kind of design. [AI] 但我不是来这里谈论这种设计的。 I want to talk about the kind [AI] 我想谈谈那种 that you probably use every day [AI] 你可能每天都在用 and may not give much thought to. [AI] 而且可能不会考虑太多。 designs that change all the time [AI] 不断变化的设计 and that live inside your pocket. [AI] 那就住在你的口袋里。 I'm talking about the design [AI] 我说的是设计 of digital experiences [AI] 数字体验 and specifically the design of systems [AI] 特别是系统的设计 that are so big that their scale [AI] 他们的规模如此之大 can be hard to comprehend. [AI] 可能很难理解。 Consider the fact that Google processes [AI] 考虑谷歌过程的事实 over one billion search queries every day. [AI] 每天超过10亿次搜索查询。 that every minute. over 100 hours [AI] 每分钟都是这样。超过100小时 of footage are uploaded to YouTube. [AI] 视频被上传到YouTube。 That's more in a single day [AI] 一天之内就有更多 than all three major U.S. networks broadcast [AI] 比美国三大电视网广播的都多 in the last five years combined. [AI] 在过去的五年里。 And Facebook transmitting the photos. [AI] Facebook也在传送照片。 messages and stories [AI] 信息和故事 of over 1.23 billion people. [AI] 超过12.3亿人。 That's almost half of the Internet population. [AI] 这几乎占互联网人口的一半。 and a sixth of humanity. [AI] 人类的六分之一。 These are some of the products [AI] 这些是一些产品 that I've helped design over the course of my career. [AI] 在我的职业生涯中,我一直在帮助设计。 and their scale is so massive [AI] 他们的规模是如此巨大 that they've produced unprecedented [AI] 他们创造了前所未有的 design challenges. [AI] 设计挑战。 But what is really hard [AI] 但真正困难的是什么 about designing at scale is this: [AI] 关于按比例设计,如下所示: It's hard in part because [AI] 这很难,部分原因是 it requires a combination of two things. [AI] 它需要两件事的结合。 audacity and humility — [AI] 厚颜无耻- audacity to believe that the thing that you're making [AI] 大胆地相信你正在做的事情 is something that the entire world wants and needs. [AI] 是全世界都想要和需要的东西。 and humility to understand that as a designer. [AI] 作为一名设计师,谦逊地理解这一点。 it's not about you or your portfolio. [AI] 这与你或你的投资组合无关。 it's about the people that you're designing for. [AI] 这是关于你为之设计的人。 and how your work just might help them [AI] 你的工作对他们有什么帮助 live better lives. [AI] 过更好的生活。 Now. unfortunately. there's no school [AI] 现在不幸地没有学校 that offers the course Designing for Humanity 101. [AI] 这提供了人性设计101课程。 I and the other designers [AI] 我和其他设计师 who work on these kinds of products [AI] 谁在做这类产品 have had to invent it as we go along. [AI] 我们不得不在前进的过程中发明它。 and we are teaching ourselves [AI] 我们在自学 the emerging best practices of designing at scale. [AI] 大规模设计的新兴最佳实践。 and today I'd like share some of the things [AI] 今天我想和大家分享一些事情 that we've learned over the years. [AI] 这是我们多年来学到的。 Now. the first thing that you need to know [AI] 现在你需要知道的第一件事 about designing at scale [AI] 关于规模化设计 is that the little things really matter. [AI] 小事情真的很重要。 Here's a really good example of how [AI] 这里有一个很好的例子说明 a very tiny design element can make a big impact. [AI] 一个非常微小的设计元素可以产生巨大的影响。 The team at Facebook that manages the Facebook "Like" button [AI] 管理Facebook“喜欢”按钮的Facebook团队 decided that it needed to be redesigned. [AI] 决定需要重新设计。 The button had kind of gotten out of sync with the evolution of our brand [AI] 这个按钮与我们品牌的发展有点不同步 and it needed to be modernized. [AI] 它需要现代化。 Now you might think. well. it's a tiny little button. [AI] 现在你可能会想。好这是一个小小的按钮。 it probably is a pretty straightforward. [AI] 这可能是一个非常简单的问题。 easy design assignment. but it wasn't. [AI] 简单的设计任务。但事实并非如此。 Turns out. there were all kinds of constraints [AI] 结果是。有各种各样的限制 for the design of this button. [AI] 用于此按钮的设计。 You had to work within specific height and width parameters. [AI] 您必须在特定的高度和宽度参数内工作。 You had to be careful to make it work [AI] 你必须小心才能让它工作 in a bunch of different languages. [AI] 用一大堆不同的语言。 and be careful about using fancy gradients or borders [AI] 要小心使用奇特的渐变或边框 because it has to degrade gracefully [AI] 因为它必须优雅地退化 in old web browsers. [AI] 在旧的web浏览器中。 The truth is. designing this tiny little button [AI] 事实是。设计这个小按钮 was a huge pain in the butt. [AI] 屁股痛得厉害。 Now. this is the new version of the button. [AI] 现在这是按钮的新版本。 and the designer who led this project estimates [AI] 领导这个项目的设计师估计 that he spent over 280 hours [AI] 他花了280多个小时 redesigning this button over the course of months. [AI] 在几个月内重新设计此按钮。 Now. why would we spend so much time [AI] 现在我们为什么要花这么多时间 on something so small? [AI] 这么小的东西? It's because when you're designing at scale. [AI] 这是因为当你按比例设计时。 there's no such thing as a small detail. [AI] 没有一个小细节。 This innocent little button [AI] 这个天真的小按钮 is seen on average 22 billion times a day [AI] 平均每天看220亿次 and on over 7.5 million websites. [AI] 超过750万个网站。 It's one of the single most viewed design elements ever created. [AI] 这是有史以来最受欢迎的设计元素之一。 Now that's a lot of pressure for a little button [AI] 现在一个小按钮的压力很大 and the designer behind it. [AI] 以及背后的设计师。 but with these kinds of products. [AI] 但是有了这些产品。 you need to get even the tiny things right. [AI] 你甚至需要把小事情做好。 Now. the next thing that you need to understand [AI] 现在接下来你需要了解的是 is how to design with data. [AI] 就是如何用数据进行设计。 Now. when you're working on products like this. [AI] 现在当你在做这样的产品时。 you have incredible amounts of information [AI] 你有大量的信息 about how people are using your product [AI] 关于人们如何使用你的产品 that you can then use to influence [AI] 你可以用它来影响别人 your design decisions. [AI] 您的设计决策。 but it's not just as simple as following the numbers. [AI] 但这不仅仅是简单的数字。 Let me give you an example [AI] 让我给你举个例子 so that you can understand what I mean. [AI] 这样你才能理解我的意思。 Facebook has had a tool for a long time [AI] Facebook已经有了一个工具很长时间了 that allowed people to report photos [AI] 这使得人们可以报告照片 that may be in violation of our community standards. [AI] 这可能违反了我们的社区标准。 things like spam and abuse. [AI] 像垃圾邮件和虐待之类的事情。 And there were a ton of photos reported. [AI] 有大量的照片被报道。 but as it turns out. [AI] 但事实证明。 only a small percentage were actually [AI] 实际上只有一小部分人被解雇了 in violation of those community standards. [AI] 违反了这些社区标准。 Most of them were just your typical party photo. [AI] 大多数只是你典型的派对照片。 Now. to give you a specific hypothetical example. [AI] 现在给你一个具体的假设例子。 let's say my friend Laura hypothetically [AI] 假设我的朋友劳拉 uploads a picture of me [AI] 上传我的照片 from a drunken night of karaoke. [AI] 从一个醉醺醺的卡拉OK之夜。 This is purely hypothetical. I can assure you. [AI] 这纯粹是假设。我可以向你保证。 (Laughter) [AI] (众笑) Now. incidentally. [AI] 现在顺便提一句 you know how some people are kind of worried [AI] 你知道有些人有多担心吗 that their boss or employee [AI] 他们的老板或雇员 is going to discover embarrassing photos of them [AI] 将会发现他们令人尴尬的照片 on Facebook? [AI] 在Facebook上? Do you know how hard that is to avoid [AI] 你知道这有多难避免吗 when you actually work at Facebook? [AI] 当你在Facebook工作的时候? So anyway. there are lots of these photos [AI] 所以无论如何。有很多这样的照片 being erroneously reported as spam and abuse. [AI] 被错误地报告为垃圾邮件和滥用。 and one of the engineers on the team had a hunch. [AI] 团队中的一名工程师有预感。 He really thought there was something else going on [AI] 他真的以为还有别的事 and he was right. [AI] 他是对的。 because when he looked through a bunch of the cases. [AI] 因为当他看了一大堆案子的时候。 he found that most of them [AI] 他发现他们中的大多数人 were from people who were requesting [AI] 是从那些要求 the takedown of a photo of themselves. [AI] 拍摄他们自己的照片。 Now this was a scenario that the team [AI] 现在,这是一个团队 never even took into account before. [AI] 以前从未考虑过。 So they added a new feature [AI] 所以他们增加了一个新功能 that allowed people to message their friend [AI] 这使得人们可以给他们的朋友发信息 to ask them to take the photo down. [AI] 让他们把照片拍下来。 But it didn't work. [AI] 但它不起作用。 Only 20 percent of people [AI] 只有20%的人 sent the message to their friend. [AI] 把消息发给他们的朋友。 So the team went back at it. [AI] 于是球队又重新开始了。 They consulted with experts in conflict resolution. [AI] 他们与解决冲突的专家进行了磋商。 They even studied the universal principles [AI] 他们甚至研究了宇宙法则 of polite language. [AI] 礼貌用语。 which I didn't even actually know existed [AI] 我甚至不知道它的存在 until this research happened. [AI] 直到这项研究发生。 And they found something really interesting. [AI] 他们发现了一些非常有趣的东西。 They had to go beyond just helping people [AI] 他们必须不仅仅是帮助别人 ask their friend to take the photo down. [AI] 让他们的朋友把照片拍下来。 They had to help people express to their friend [AI] 他们必须帮助人们向他们的朋友表达自己的想法 how the photo made them feel. [AI] 照片给他们的感觉。 Here's how the experience works today. [AI] 这就是今天的体验。 So I find this hypothetical photo of myself. [AI] 所以我找到了这张我自己的假想照片。 and it's not spam. it's not abuse. [AI] 这不是垃圾邮件。这不是虐待。 but I really wish it weren't on the site. [AI] 但我真希望它不在网站上。 So I report it and I say. [AI] 所以我报告了,我说。 "I'm in this photo and I don't like it." [AI] “我在这张照片里,我不喜欢它。” and then we dig deeper. [AI] 然后我们再深入挖掘。 Why don't you like this photo of yourself? [AI] 你为什么不喜欢这张你自己的照片? And I select "It's embarrassing." [AI] 我选择“这很尴尬” And then I'm encouraged to message my friend. [AI] 然后我被鼓励给我的朋友发短信。 but here's the critical difference. [AI] 但关键的区别在于此。 I'm provided specific suggested language [AI] 我被提供了具体的建议语言 that helps me communicate to Laura [AI] 这有助于我与劳拉沟通 how the photo makes me feel. [AI] 这张照片给我的感觉。 Now the team found that this relatively small change [AI] 现在研究小组发现这个相对较小的变化 had a huge impact. [AI] 产生了巨大的影响。 Before. only 20 percent of people [AI] 之前只有20%的人 were sending the message. [AI] 我们正在发送消息。 and now 60 percent were. [AI] 现在有60%的人是。 and surveys showed that people [AI] 调查显示人们 on both sides of the conversation [AI] 在谈话的双方 felt better as a result. [AI] 结果感觉好多了。 That same survey showed [AI] 同样的调查显示 that 90 percent of your friends [AI] 你90%的朋友 want to know if they've done something to upset you. [AI] 想知道他们是否做了什么让你不高兴的事。 Now I don't know who the other 10 percent are. [AI] 现在我不知道其他10%的人是谁。 but maybe that's where our "Unfriend" feature [AI] 但也许这就是我们的“不朋友”功能 can come in handy. [AI] 可以派上用场。 So as you can see. [AI] 如你所见。 these decisions are highly nuanced. [AI] 这些决定非常微妙。 Of course we use a lot of data [AI] 当然,我们使用了大量的数据 to inform our decisions. [AI] 通知我们的决定。 but we also rely very heavily on iteration. [AI] 但我们也非常依赖迭代。 research. testing. intuition. human empathy. [AI] 研究测试。直觉人类的同理心。 It's both art and science. [AI] 这既是艺术也是科学。 Now. sometimes the designers who work on these products [AI] 现在有时,设计这些产品的设计师 are called "data-driven." [AI] 被称为“数据驱动” which is a term that totally drives us bonkers. [AI] 这是一个让我们发疯的术语。 The fact is. it would be irresponsible of us [AI] 事实是。这对我们来说是不负责任的 not to rigorously test our designs [AI] 不要严格测试我们的设计 when so many people are counting on us [AI] 当这么多人都指望我们的时候 to get it right. [AI] 让它正确。 but data analytics [AI] 但是数据分析 will never be a substitute for design intuition. [AI] 永远不会取代设计直觉。 Data can help you make a good design great. [AI] 数据可以帮助你做出一个好的设计。 but it will never made a bad design good. [AI] 但它永远不会让一个糟糕的设计变好。 The next thing that you need to understand as a principle [AI] 接下来你需要理解的是一个原则 is that when you introduce change. [AI] 这就是你引入变革的时候。 you need to do it extraordinarily carefully. [AI] 你需要格外小心地做这件事。 Now I often have joked that [AI] 现在我经常开玩笑说 I spend almost as much time [AI] 我花了几乎同样多的时间 designing the introduction of change [AI] 设计变革的引入 as I do the change itself. [AI] 就像我做改变一样。 and I'm sure that we can all relate to that [AI] 我相信我们都能理解这一点 when something that we use a lot changes [AI] 当我们经常使用的东西发生变化时 and then we have to adjust. [AI] 然后我们必须调整。 The fact is. people can become [AI] 事实是。人可以成为 very efficient at using bad design. [AI] 非常有效地使用糟糕的设计。 and so even if the change is good for them in the long run. [AI] 因此,即使这种改变从长远来看对他们有利。 it's still incredibly frustrating when it happens. [AI] 当它发生时,仍然令人难以置信地沮丧。 and this is particularly true [AI] 尤其如此 with user-generated content platforms. [AI] 使用用户生成的内容平台。 because people can rightfully claim a sense of ownership. [AI] 因为人们可以理所当然地要求拥有感。 It is. after all. their content. [AI] 它是。毕竟他们的内容。 Now. years ago. when I was working at YouTube. [AI] 现在几年前。当我在YouTube工作的时候。 we were looking for ways to [AI] 我们在想办法 encourage more people to rate videos. [AI] 鼓励更多人对视频进行评分。 and it was interesting because when we looked into the data. [AI] 这很有趣,因为当我们研究数据时。 we found that almost everyone was exclusively using [AI] 我们发现几乎每个人都只使用 the highest five-star rating. [AI] 最高的五星评级。 a handful of people were using [AI] 少数人正在使用 the lowest one-star. [AI] 最低的一颗星。 and virtually no one [AI] 几乎没有人 was using two. three or four stars. [AI] 他用了两个。三星或四星。 So we decided to simplify [AI] 所以我们决定简化 into an up-down kind of voting binary model. [AI] 变成了一个上下两种投票的二元模型。 It's going to be much easier for people to engage with. [AI] 这将使人们更容易参与。 But people were very attached [AI] 但是人们都很依恋 to the five-star rating system. [AI] 到五星评级系统。 Video creators really loved their ratings. [AI] 视频制作人非常喜欢他们的收视率。 Millions and millions of people [AI] 千百万人 were accustomed to the old design. [AI] 我们习惯了旧的设计。 So in order to help people [AI] 所以为了帮助人们 prepare themselves for change and acclimate to the new design more quickly. [AI] 为变化做好准备,更快地适应新设计。 we actually published the data graph [AI] 我们实际上发布了数据图 sharing with the community [AI] 与社区分享 the rationale for what we were going to do. [AI] 我们将要做的事情的基本原理。 and it even engaged the larger industry [AI] 它甚至参与了更大的行业 in a conversation. which resulted in [AI] 在谈话中。导致 my favorite TechCrunch headline of all time: [AI] 我最喜欢的TechCrunch头条: "YouTube Comes to a 5-Star Realization: [AI] “YouTube实现了五星级: Its Ratings Are Useless." [AI] 它的评级毫无用处。" Now. it's impossible to completely avoid change aversion when you're making changes [AI] 现在当你做出改变时,不可能完全避免对改变的厌恶 to products that so many people use. [AI] 许多人使用的产品。 Even though we tried to do all the right things. [AI] 尽管我们试着做所有正确的事情。 we still received our customary flood [AI] 我们仍按惯例收到洪水 of video protests and angry emails [AI] 视频抗议和愤怒的电子邮件 and even a package that had to be scanned by security. [AI] 甚至是一个需要安全部门扫描的包裹。 but we have to remember [AI] 但我们必须记住 people care intensely about this stuff. [AI] 人们非常关心这些东西。 and it's because these products. this work. [AI] 这是因为这些产品。这项工作。 really. really matters to them. [AI] 真正地对他们来说真的很重要。 Now. we know that we have to be careful [AI] 现在我们知道我们必须小心 about paying attention to the details. [AI] 关于关注细节。 we have to be cognizant about how we use data [AI] 我们必须认识到我们如何使用数据 in our design process. [AI] 在我们的设计过程中。 and we have to introduce change [AI] 我们必须引入变革 very. very carefully. [AI] 非常非常小心。 Now. these things are all really useful. [AI] 现在这些东西都很有用。 They're good best practices for designing at scale. [AI] 它们是大规模设计的最佳实践。 But they don't mean anything [AI] 但它们没有任何意义 if you don't understand something much more fundamental. [AI] 如果你不了解更基本的东西。 You have to understand who you are designing for. [AI] 你必须了解你是为谁设计的。 Now. when you set a goal to design [AI] 现在当你为设计设定目标时 for the entire human race. [AI] 为了整个人类。 and you start to engage in that goal in earnest. [AI] 然后你开始认真地实现这个目标。 at some point you run into the walls [AI] 在某个时候,你会撞到墙上 of the bubble that you're living in. [AI] 你生活的泡沫。 Now. in San Francisco. we get a little miffed [AI] 现在在旧金山。我们有点生气 when we hit a dead cell zone [AI] 当我们到达死囚区时 because we can't use our phones to navigate [AI] 因为我们不能用手机导航 to the new hipster coffee shop. [AI] 去新开的时髦咖啡店。 But what if you had to drive four hours [AI] 但是如果你不得不开四个小时的车呢 to charge your phone because you had no reliable source of electricity? [AI] 因为你没有可靠的电源给你的手机充电? What if you had no access to public libraries? [AI] 如果你不能进入公共图书馆怎么办? What if your country had no free press? [AI] 如果你的国家没有新闻自由怎么办? What would these products start to mean to you? [AI] 这些产品对你来说意味着什么? This is what Google. YouTube and Facebook [AI] 这就是谷歌所做的。YouTube和Facebook look like to most of the world. [AI] 对世界上大多数人来说都是这样。 and it's what they'll look like [AI] 这就是他们的样子 to most of the next five billion people [AI] 未来50亿人中的大多数 to come online. [AI] 来上网。 Designing for low-end cell phones [AI] 为低端手机设计 is not glamorous design work. [AI] 这不是迷人的设计作品。 but if you want to design for the whole world. [AI] 但是如果你想为全世界设计。 you have to design for where people are. [AI] 你必须为人们所在的地方设计。 and not where you are. [AI] 而不是你现在的位置。 So how do we keep this big. big picture in mind? [AI] 那么,我们如何保持这样的规模呢。大局在心中? We try to travel outside of our bubble to see. hear [AI] 我们试图走出我们的泡沫去看。听见 and understand the people we're designing for. [AI] 了解我们为之设计的人。 We use our products in non-English languages [AI] 我们使用非英语语言的产品 to make sure that they work just as well. [AI] 确保它们也能正常工作。 And we try to use one of these phones from time to time [AI] 我们会不时尝试使用这些手机中的一款 to keep in touch with their reality. [AI] 与他们的现实保持联系。 So what does it mean to design at a global scale? [AI] 那么,在全球范围内进行设计意味着什么呢? It means difficult and sometimes exasperating work [AI] 这意味着困难的,有时是令人恼火的工作 to try to improve and evolve products. [AI] 努力改进和改进产品。 Finding the audacity and the humility to do right by them [AI] 找到勇气和谦逊,让他们做正确的事 can be pretty exhausting. [AI] 可能会很累。 and the humility part. [AI] 还有谦逊的部分。 it's a little tough on the design ego. [AI] 这对设计自我来说有点难。 Because these products are always changing. [AI] 因为这些产品总是在变化。 everything that I've designed in my career [AI] 我在职业生涯中设计的一切 is pretty much gone. [AI] 已经差不多消失了。 and everything that I will design will fade away. [AI] 我要设计的一切都会消失。 But here's what remains: [AI] 但剩下的是: the never-ending thrill [AI] 永无止境的激动 of being a part of something that is so big. [AI] 成为如此巨大事物的一部分。 you can hardly get your head around it. [AI] 你几乎无法控制它。 and the promise that it just might change the world. [AI] 以及它可能改变世界的承诺。 Thank you. [AI] 非常感谢。 (Applause) [AI] (掌声)

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