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.

我觉得这篇文章与我最近看过或阅读过的其余文章会略有不同。 似乎每个人都在争夺诸如“ UX设计师或产品设计师”之类的话题？ “ UX / UI没问题/错了！”，“ figma素描？”，“同态是很酷的趋势”……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.

我想谈一个话题，我相信这些天设计师社区经常将其遗忘。 我想谈谈情感和感受。 它们在产品设计方面的重要性。 作为设计师，它们对我来说有多重要。

经历和情感的简短故事 (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.

现在是2020年。回首十个，甚至二十个眼泪，当我父亲给我们第一台PC时，数字世界中的许多事情都发生了巨大变化。

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.

我当时只有6岁，我记得第一次与一台全新的PC进行交互—坦白地说，那时很难称它为接口。

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.

这是一张充满数据的蓝色和青色表的混合物，由这个叫Norton Commander的帅哥管理。 它看起来非常不友好和令人恐惧。 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.

如果您看了太久的调色板，它可能会让您头疼……对比确实很痛苦。 但是，有了一些魔术命令，它运行了一些非常酷的游戏。

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.

尽管当时进入的门槛很高，但人们似乎很快就习惯了该界面。 从可用性的角度来看，我们可以说这是一个非常有用且功能强大的系统。

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

没什么花哨的，纯粹的简单性，只是一些表和命令，但是您可以轻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 😉

当时我不太喜欢计算机。 我喜欢玩游戏，但是整个Norton / MSDOS的东西都让我感到困惑。 由于输入错误很容易，我一直担心自己会不小心破坏某些东西，例如删除整个系统或炸毁计算机，而我父亲会把我踢出家门。

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

我的一些成就包括烧毁主板，使DVD阅读器崩溃以及毁坏打印机。

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，我父亲给我展示了一个新东西–一个叫做Windows 95的系统。这真是神奇。

It just looked familiar.

看起来很熟悉。

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).

桌面界面有点让我想起了自己的办公桌。 是的 它只是单击。 我被买了。 我记得这一天，还有昨天的激动。 这就是我对计算机的喜爱(也许除了令人毛骨悚然的死亡蓝屏之外)。

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.

当我想到它时，我想知道是什么让我记住了所有这些东西，甚至很小的细节和童年的特定时刻？ 强烈的情感。 不同的感觉混合在一起。 拥有一件我当时认为令人难以置信的东西而感到兴奋。

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

情感与我们的记忆息息相关。 如果我们确实能感觉到一些东西，我们往往会记住一些更好的东西。

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:

如果我必须总结自己在设备和接口(包括个人和专业)上的全部经验，并且必须选择多年来我学到的最重要的东西，那就是：

Design is mainly about emotions and feelings.

设计主要是关于情感和感觉。

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:

成为一个好的设计师就是要意识到，在屏幕的另一边还有另一个人，而人是情感驱动的生物。 这是我有史以来最喜欢的报价之一：

“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

“人们会忘记您说的话，人们会忘记您的所作所为，但人们永远不会忘记您让他们感到如何。” —美国诗人玛雅·安杰卢(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.

当您购买一件夹克时，有两个袖子和纽扣很容易扣紧，这是很棒的。 但这不是让您购买它，然后经常佩戴的原因。

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.

是什么让您穿起来的呢？它是一种触感非常细腻的羊毛材质，外观和感觉都很好。 它的剪裁精美，因此很讨人喜欢。 您喜欢那种在阳光下闪闪发光的小方格图案和金色纽扣。

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.

当您建造房屋时，凉爽的有门和屋顶，因此雨水不会落在您的头上。 但是，让您爱上一个家，是温暖的木质地板感觉。 舒适，柔软的沙发，上面堆着您最喜欢的垫子，细腻的阳光投射出在墙上跳舞的影子。

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?

产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与用户建立联系？

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?

它会唤起什么情感和感觉？ 又以什么方式？ 他们是正面还是负面？ 它们是否使用户想要该产品？ 它们会让用户感到熟悉，还是带回任何记忆？

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

“设计必须引诱，塑造或更重要的是唤起情感React。” -AIGA总裁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.

至关重要的是要了解，现在的用户与十年或二十年前的用户大不相同。 通过与数字设备打交道的多年，我们在该领域受到了很多教育。

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).

学习如何使用特定的界面并不总是那么容易，但是时间已经过去，人们已经习惯了它。 我们了解了不同事物的工作方式。 我们知道如何使用某些功能。 我们知道如何导航(如果不导航的话，我们变得足够聪明，可以自行发现)。

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

我们知道会发生什么，我们知道单击网站上的可疑按钮不会炸毁我们的智能手机。

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.

这就是为什么我坚信不再将重点放在功能和可用性上。 我们已经涵盖了很多。 我们有这么多的启发式方法，并测试了很多行之有效的模式，因此，如果我们遵循它们，就不会对用户设计的产品造成任何实际伤害。

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…

当然-我们仍然可以优化或a / b测试网站的布置，以将转化率提高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.

作为设计师，我们不应该只是设计经验。 我们应该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.

还记得马斯洛夫的人类需求金字塔吗？ 情绪和情感在其中起着重要作用。 功能和可用性仅是不够的。 他们从来没有真正做到过。

实现并确保产品的情感方面 (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:

让我们考虑一下在界面中产生情绪并带来某些感觉的因素。 根据Norman( https://www.interaction-design.org/literature/article/norman-s-three-levels-of-design )，我们可以将它们分为三大类：

Behavioral:

行为的：

• General understanding of a product, clarity and ease of use. That, of course, creates only positive feelings.
  对产品的一般了解，清晰度和易用性。 当然，那只会产生积极的感觉。
• Relation to the certain item or service we already know from real life. So basically, if the product tries to imitate something familiar.
  与现实生活中我们已经知道的某些项目或服务的关系。 所以基本上，如果产品试图模仿一些熟悉的东西。

Visceral:

内脏：

• 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!
  产品的视觉风格，将吸引特定的用户群体。 其中包括某些颜色，形状，字体等，还选择了正确的设计样式-从最小的样式到甚至是拟真的样式-没有一种通用的样式可以吸引所有用户群体！
• The language we use. Is it formal or informal, friendly or creative — this is a very important factor that is often marginalized.
  我们使用的语言。 是正式的还是非正式的，友好的还是富有创造力的？这是一个非常重要的因素，经常被边缘化。
• 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.
  插图和图片。 严格而翔实？ 大胆而卡通化？ 他们应该匹配产品。 人们倾向于爱他们，因为我们所有人都喜欢插图书籍和相册。

Reflective:

反光：

• The impact the product has on the user’s everyday life and the emotions that are associated with it.
  产品对用户的日常生活以及与之相关的情感产生的影响。

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?

这是基本理论，但让我们开始实践。 如何确保我们的产品引起未来用户的正确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.

我建议您专注于定性见解，因为它们能告诉我们有关情感和感觉的最多信息。 与他人进行简单对话，没有什么比最有洞察力的了。 而且您不必是经过认证的研究专家即可做到，只需聆听和观察即可。

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

为什么不定量？ 这肯定有帮助，但让我们用另一句话来总结一下：

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

“不是所有可以计数的东西都可以算，不是所有可以计数的东西都可以算。 “- 威廉·布鲁斯·卡梅伦， 美国作家

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.

几年前，我的朋友(当时怀孕)向我展示了她用来获取有关怀孕，婴儿发育，总体健康以及成为妈妈的信息的许多不同信息。 她告诉我她有一个应用程序，但她偏爱她拥有的所有色彩鲜艳，内容丰富的可爱图书和专辑。 我很好奇为什么，然后她向我展示了她正在使用的应用程序。

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” 🙄.

至少可以说，该应用看起来令人毛骨悚然。 逼真的照片和渲染对我来说似乎太逼真和离奇了。 黑白界面令人毛骨悚然。 为了保存数据，用户有两个选项：“保存”和“删除怀孕”🙄。

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

我问她，她对应用程序的喜欢和不喜欢的地方，她说：

“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!”

“该应用程序很简单，有很多有用的信息，但我实在受不了。 我感到害怕和不安。 我喜欢所有美丽的书。 如果有一个类似的应用程序，或者只是一个关于怀孕的相册，您可以保留所有的回忆和照片，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.

几乎立即，关于产品的想法浮现在我的脑海。 因此，两个月后，我给她带来了一个工作原型，她感到非常兴奋。

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”。 她说：“看起来就像纸质相册中的一样。

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!”.

我们所做的婴儿插图和3d渲染是如此可爱和可爱。 他们的目的是唤起积极的情绪，而不是强迫现实主义。 他们简直很漂亮。 就像肚子里的小宝贝一样。 她想立即使用该应用程序，并将其显示给她认识的每个未来妈妈！”。

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

多年前，Windows 95对我也发生了类似的事情……

“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

“空虚是设计的核心。 如果不了解他人的见解，感受和经验，那么设计是一项毫无意义的任务。 — IDEO首席执行官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.

每种产品类型都需要不同的方法，因为所有用户组都有不同的需求。 在设计个人银行应用程序时，我们需要营造一种安全感和信任感。 在设计健身应用程序时，我们需要不断激励和奖励使用它的人。

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?”.

作为设计师，我们需要善解人意。 考虑一下我们的用户，永不停止提问。 “他们想如何感觉？”，“他们想看到什么？”，“什么会使他们感到高兴？”，“哪种界面风格对他们来说最有吸引力？”。

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

我坚信积极的情感和感受是热情用户的逍遥之选。

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.

这并不意味着负面情绪是不好的。 例如，如果我们犯了一个错误并犯了一个错误，它会产生负面的感觉，但它可以帮助我们记住我们做错了什么，因此我们不会再做。 因此，让我们也拥抱它们-只是检查它们是否不太压倒性，以使它们不会超过正面的。

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!

人们需要情感。 人们需要一定的保证。 您的用户希望被您的产品所吸引。 您的用户想要感受。 因此，让我们给他们一些惊喜！

Something more than an experience — something to remember.

不仅仅是体验，而是要记住的东西。

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

“好的设计感动您，伟大的设计感动您的灵魂。” — OMC设计工作室Onur Mustak Cobanli博士

你喜欢这篇文章吗？ 😊 (Did you like this article? 😊)

I just released a >📚 UI DESIGN BOOK 📚<I 🖋 write about design and I’m a 👩🏻‍🔧 co-founder/lead designer at HYPE4 design-driven software agency!

我刚刚发布了>📚 UI设计图书 📚<我🖋 写的设计 ，我在👩🏻🔧共同创始人/首席设计师HYPE4设计驱动的软件代理！