Some of you probably know by now, I’m not too fond of the monster the UX industry has become. It’s overblown, overcomplicated and often dishonest towards the clients. It’s also in itself undefined. (where is the E in Experience?)

你们中的某些人可能现在知道，我不太喜欢UX行业已成为怪物。 它过于夸张，过于复杂，而且常常对客户不诚实。 它本身也是不确定的。 (体验中的E在哪里？)

Some say that figuring out the product market fit is a UX designers job. Some say thinking about the right business logic is definitely something UX designers have to do themselves. And some say they’re only good for hard to read scribbles on flip-charts and countless hours spent on talking. Is being a researcher mean you’re a “designer” too? It’s complicated. Maybe on purpose.

有人说弄清楚产品的市场契合度是用户体验设计师的工作。 有人说，思考正确的业务逻辑绝对是用户体验设计师必须做的事情。 有人说，它们仅对难以阅读活动挂图上的涂鸦和无数的交谈时间有益。 成为研究人员是否意味着您也是“设计师”？ 情况很复杂。 也许是故意的。

但是，让我们关注今天的客户。 (But let’s focus on the clients today.)

With the democratisation of the design tools came a surprising realisation. For the last two years most of my agency’s Clients are doing the flow diagrams and wireframes themselves.

随着设计工具的民主化，出现了令人惊讶的实现。 在过去的两年中，我机构的大多数客户都是自己制作流程图和线框。

• Note: I’m not suggesting speed design and complete lack of UX processes will work for every project — some projects need those processes. I simply state that most of them need very little of what we understand as “UX work” anymore.

  注意：我并不是说速度设计和完全缺乏UX流程将适用于每个项目-有些项目需要这些流程。 我只是简单地说，他们中的大多数不再需要我们理解为“ UX工作”的东西。

现在每个人都是设计师。 (Everyone is a designer now.)

And before you stop me here asking “What experience do they have?” let’s quickly consider one simple fact. Most of those people have been using modern technology for over ten years now. They have seen all the products that worked well, all the products that sold for $1B and all the products that frustrated them the most.

在你让我停下来之前，我问“他们有什么经验？” 让我们快速考虑一个简单的事实。 这些人中的大多数人已经使用现代技术已有十多年了。 他们看到了所有运作良好的产品，所有以$ 1B出售的产品以及使他们感到最沮丧的所有产品。

Now armed with a Free License of Figma or XD they use the knowledge from drawing rectangles in Powerpoint presentations and make those wireframes and flows from scratch. And you know what?

现在，他们获得了Figma或XD的免费许可，他们使用Powerpoint演示文稿中绘制矩形的知识，并从头开始制作这些线框和流程。 你知道吗？

Most of those wireframes are just as good, as the ones provided by UX gurus we used to work with. Sometimes even better, as the clients have a more personal connection to the product so they’re willing to work harder and it shows.

这些线框中的大多数都和我们以前使用的UX专家提供的一样好。 有时甚至更好，因为客户与产品之间的联系更加个性化，因此他们愿意更加努力地工作，这表明了这一点。

摆脱混乱 (Emerging from the chaos)

Building digital products is not easy. It’s a constant struggle between product market fit, marketing efforts that work, and a product that people love and understand.

构建数字产品并不容易。 在产品市场契合度，行之有效的营销努力以及人们喜欢和理解的产品之间不断进行斗争。

I wrote that last sentence like that on purpose to avoid using the word UX.

我这样写最后一句话是为了避免使用UX一词。

免费的设计工具将如何塑造未来 (How free design tools will shape the future)

Learning Figma, Sketch or XD is not that difficult. If you run a company, or are believe in what you plan to achieve, learning those tools can take just a few days. And we already established that you researched the potential for your product yourself, as a market analysis.

学习Figma，Sketch或XD并不困难。 如果您经营一家公司，或者相信自己计划实现的目标，那么学习这些工具可能只需要几天。 并且我们已经确定您自己作为市场分析研究了产品的潜力。

你被烧死了吗？ (Have you been burned?)

Many of those customers that come to us, often say they’ve been badly burned by the UX people. It all seems nice and fine at first, but they can’t understand why there needs to be so much talking and so much additional cost for very vague realisations that are often obvious.

来到我们这里的许多客户经常说，他们被UX用户严重烧死了。 乍一看似乎一切都很好，但是他们不明白为什么对于通常很明显的模糊实现需要进行如此多的交谈和如此多的额外费用。

And I don’t mean user research here. That is necessary. I mean all those role-playing games, stretching the card sortings and personas and billing by the hour. And then in the end the actual tangible result is a set of wireframes that the customer sees and thinks to himself:

我的意思不是这里的用户研究。 那是必要的。 我指的是所有那些角色扮演游戏，按小时进行卡片排序和角色配置以及计费。 最后，实际的实际结果是客户看到并想到的一组线框：

Hey, I could do that too.

嘿，我也可以那样做。

角色问题 (The persona problem)

Personas are one of the primary ways to extend the project time and bill the customer more. Not many companies after the initial meeting suggest that they should be skipped in the process, as the product is aimed at general population.

角色是延长项目时间并向客户收取更多费用的主要方法之一。 初次会议之后，没有多少公司建议应跳过此过程，因为该产品针对的是普通人群。

Everyone uses an Instagram, Netflix, Uber or AirBnB clone (well maybe that last one not right now).

每个人都使用Instagram，Netflix，Uber或AirBnB克隆(也许这不是现在的最后一个克隆)。

So the real question would be how to design for the Nerd and the Noob (which comes from an amazing article I’ve seen online on the topic).

因此，真正的问题是如何为书呆子和菜鸟设计(这是我在网上就该主题撰写的精彩文章)。

And once those clients understand that likely they only need those two, pre-defined personas they realise someone is trying to drain their cash.

一旦这些客户了解到他们可能只需要这两个预先定义的角色，他们就会意识到有人正在努力消耗他们的现金。

初创企业需要自我定义 (Startups need to define themselves)

I once heard a UX guru declare, that he will make the best possible dating app ever. He then stated that he doesn’t use dating apps, as they’re for losers. This approach of a god-like feeling of superiority is very common in the industry.

我曾经听过一位UX大师宣布，他将成为有史以来最好的约会应用程序。 然后他说他不使用约会应用程序，因为它们是给失败者的。 这种像上帝一样的优越感的方法在业界非常普遍。

Finding the PMF and value proposition can be done by the startup founders as well. Or they can hire a market research agency to do that.

创业者也可以找到PMF和价值主张。 或者他们可以雇用市场研究机构来做到这一点。

下个阶段？ 超快速的原型。 (Next stage? Super-fast prototype.)

When the ideas are sketched out (usually a series of bullet-points is enough here) the client can launch his favorite design tool and draw up some wireframes. He sometimes also connects it into a clickable prototype so he can do the first rounds of testing himself.

当构思出构想时(通常这里只需一系列要点即可)，客户可以启动他最喜欢的设计工具并绘制一些线框。 他有时还会将其连接到可点击的原型中，这样他就可以自己进行第一轮测试。

Have you seen a UX designer anywhere in the process?

您在过程中的任何地方都看到过UX设计器吗？

No? Me neither.

没有？ 我也不。

预构建和构建MVP (Pre-build and build of an MVP)

And then once the startup understands the PMF, knows what it wants to build and has a simple prototype they decide to seek external help.

然后，一旦初创公司了解了PMF，就知道它要构建什么，并有了一个简单的原型，他们决定寻求外部帮助。

After all someone has to make the product find its look & feel and its voice, and after that someone has to code it.

毕竟，必须有人让产品找到其外观和感觉以及声音，然后才需要对其进行编码。

So when they come to me with those wireframes I can actually help them make the flow better. I can point out some alternative options. And I can create the UI and a systemic approach so the developers can build it efficiently.

因此，当他们带着这些线框来找我时，我实际上可以帮助他们改善流程。 我可以指出一些替代方案。 而且我可以创建UI和系统方法，以便开发人员可以高效地构建它。

But gone are the times when you had to hold your client’s hand the whole time and explain it to them like they were little kids.

但是，当您不得不一直握着客户的手并像小孩子一样向他们解释时，已经过去了。

“See? This is a customer journey and we will create an interactive flow. An interactive flow is when it flows and it’s interactive and … well… you can click on things and stuff happens ok?”

“看到？ 这是一次客户旅程，我们将创建一个交互式流程。 互动流程是互动的，它是互动的，……好吧……您可以单击事物，发生的事情还可以吗？”

每个人都是设计师 (Everyone is a designer)

So instead of feeling high and mighty we should accept the fact and just take over when our help is actually needed. But I think the processes of UX will shrink significantly for most producst, startups especially.

因此，我们不要感到高尚和强大，而应该接受事实，而只是在实际需要我们的帮助时接手。 但是我认为对于大多数生产者，尤其是初创公司，UX的过程将大大减少。

So instead of being all smart and condescending, let’s simply focus on adding value.

因此，让我们不再只是聪明而居高临下，而只是专注于增加价值。

Sure — there are still certain cases where you need to define very specific personas or even spends months before drawing a rectangle in Figma, but those are rare.

当然-在某些情况下，您需要定义非常特定的角色，甚至需要花费数月的时间才能在Figma中绘制矩形，但这很少见。

Most products are for everyone now, and most people are designers!

现在大多数产品适合所有人使用，大多数人都是设计师！

I just released a book on UI Design. I fight design crime at night, and I work at HYPE4 during the day, Check out my YouTube about design and productivity.

我刚刚出版了一本关于UI设计的书 。 我在夜间打击设计犯罪 ，并且白天在HYPE4工作，请查看我的YouTube有关设计和生产率的信息。