Chapter 6
Users Are People, Too
与用户打交道
许多程序员完成的是自己满意的软件，而没有太多考虑用户的想法。
A lot of programmers stop there. They write software for themselves, are pleased with the end result, and then declare victory.
首先，你应该让你的潜在用户注意到你的软件的存在。
First you need to get users to notice your software
其次，要知道用户使用你的软件时最初的感受。
Then you’ll need to think about what people experience when they start using your software.
然后，你要考虑如何使用户与软件的交互更加有效率。
Finally, we’ll look at how to interact productively with them once they’re firmly engaged with your creation.
Managing Public Perception
管理公众感知
作为程序员，往往不赞同也不习惯市场人员的做法。认为产品好，自然就会有人用，就会流行。
Because, as programmers, the marketer represents the antithesis of engineering culture. We’re obsessed with truth. We look at the marketing guy and all we see are lies, and we don’t like being lied to. We want order, predictability, and accurate statements when it comes to making decisions.
但为了确保软件产品的成功，我们不能忽视市场。程序员倾向于逻辑思维，但用户选择商品，除了应用逻辑，还有感情上的因素。我们必须考虑用户的感情因素。
Programmers tend to have an overdeveloped sense of logic, but most humans are driven equally by logic and emotion. The marketing folks are masters of emotional manipulation, and that’s why they’re so effective: they mix the facts with feelings to get attention. If you want to get new people to use your software, you have to care about their emotional perception of your software. You cannot change the way people make decisions.
苹果公司是吸引用户情感的高手。
Apple Inc. is the undisputed master of making technology appeal to the emotions of nontechnical people.
Pay Attention to First Impressions
注意用户对产品的第一印象
在用户最初的使用时间里，看是否能够创造良好的第一印象。问以下问题：
What is your software like to a newbie? Is it welcoming and does it encourage exploration? Conversely, for an expert who sits down to an initial session with your software, does it appear familiar and sensible? At first glance, does your app scream instant productivity, or steep learning curve and countless tears? More specifically, what does a user experience in the first 30 seconds after launching your software? Don’t just give an intellectual answer (“she sees a menu of choices, with a login box”) but give an emotional answer too. How does a new user feel after a minute? Empowered or just confused? What can you do to improve that feeling? Step back a level and look at your product’s website. Does it seem professional and inviting, like a good storefront? You need to take these things seriously for your software to be taken seriously.
Underpromise and Overdeliver
低承诺，高交付
以谨慎的态度估计工作量和可能会遇到的困难。
不要一开始让用户产生过高的期望，这样才能在交付的时候创造出意外惊喜。
Work with Industry Analysts Respectfully
与业界的分析评论人员搞好关系
How Usable Is Your Software?
你的软件可用性如何？
工程师是糟糕的软件可用性评测人员。
engineers are not the audience of your software. The corollary is that you, as an engineer, are a terrible evaluator of your software’s usability.
Consider Barrier to Entry
考察软件上手的障碍
对首次使用的用户来说，有多难以上手？
How hard is
it to get going for the first time? If your users can’t easily try it out, you won’t have any. A first-time user usually isn’t thinking about whether your software is more or less powerful than a competitor’s; she just wants to get something done. Quickly
使用的第一分钟很重要，如果用户在第一分钟里无法有所进展，很有可能将你的软件抛弃。
That first minute with a product is critical.
如果你的产品是一个网站的话，一定要确保显示首页和引导页面快速。
If your product is a web application, make sure it loads quickly!
Measure Usage, Not Users
对真正的使用率进行测量，而不是下载量
You’ll often hear someone say, “Hey, my product has had 3 million downloads—that’s 3 million happy users!” Wait; back up. How many of those 3 million users are actually using your software? That’s what we mean by “usage.”
Speed Matters
软件的反应速度很重要
用户的耐心往往都是很差的。
Don’t Be All Things
不要什么都能干
一个软件要专注于解决用户的一个或者少量的问题，不要想什么功能都有。
Some of the best software succeeds because it defines the problem narrowly and solves it well. Instead of solving every problem badly, it solves really common problems for most users and does it really well.
Don’t Be Lazy 不要懒惰
要争取使用户用起来方便，即使这样意味着给程序员带来很多麻烦。
Making software easy for users can
be a great annoyance to the programmer. Focus on the user, not what’s convenient for you to code.
不要给用户太多的选择，用户会迷失，不知所措。
Having too many options is overwhelming.
Hide Complexity 不要让你的软件看起来非常复杂
Managing Your Relationship with Users
管理与用户的关系
被倾听的用户会是高兴的用户。
Believe it or not, many users want to have a relationship with your company or team. Happy users want to know what’s going on with your software’s evolution; angry users want a place to complain.
要让用户了解你们的开发情况。
赢得用户的信任。信任是最珍贵的东西。
Trust is your most sacred resource.
Users Are People, Too
与用户打交道
许多程序员完成的是自己满意的软件，而没有太多考虑用户的想法。
A lot of programmers stop there. They write software for themselves, are pleased with the end result, and then declare victory.
首先，你应该让你的潜在用户注意到你的软件的存在。
First you need to get users to notice your software
其次，要知道用户使用你的软件时最初的感受。
Then you’ll need to think about what people experience when they start using your software.
然后，你要考虑如何使用户与软件的交互更加有效率。
Finally, we’ll look at how to interact productively with them once they’re firmly engaged with your creation.
Managing Public Perception
管理公众感知
作为程序员，往往不赞同也不习惯市场人员的做法。认为产品好，自然就会有人用，就会流行。
Because, as programmers, the marketer represents the antithesis of engineering culture. We’re obsessed with truth. We look at the marketing guy and all we see are lies, and we don’t like being lied to. We want order, predictability, and accurate statements when it comes to making decisions.
但为了确保软件产品的成功，我们不能忽视市场。程序员倾向于逻辑思维，但用户选择商品，除了应用逻辑，还有感情上的因素。我们必须考虑用户的感情因素。
Programmers tend to have an overdeveloped sense of logic, but most humans are driven equally by logic and emotion. The marketing folks are masters of emotional manipulation, and that’s why they’re so effective: they mix the facts with feelings to get attention. If you want to get new people to use your software, you have to care about their emotional perception of your software. You cannot change the way people make decisions.
苹果公司是吸引用户情感的高手。
Apple Inc. is the undisputed master of making technology appeal to the emotions of nontechnical people.
Pay Attention to First Impressions
注意用户对产品的第一印象
在用户最初的使用时间里，看是否能够创造良好的第一印象。问以下问题：
What is your software like to a newbie? Is it welcoming and does it encourage exploration? Conversely, for an expert who sits down to an initial session with your software, does it appear familiar and sensible? At first glance, does your app scream instant productivity, or steep learning curve and countless tears? More specifically, what does a user experience in the first 30 seconds after launching your software? Don’t just give an intellectual answer (“she sees a menu of choices, with a login box”) but give an emotional answer too. How does a new user feel after a minute? Empowered or just confused? What can you do to improve that feeling? Step back a level and look at your product’s website. Does it seem professional and inviting, like a good storefront? You need to take these things seriously for your software to be taken seriously.
Underpromise and Overdeliver
低承诺，高交付
以谨慎的态度估计工作量和可能会遇到的困难。
不要一开始让用户产生过高的期望，这样才能在交付的时候创造出意外惊喜。
Work with Industry Analysts Respectfully
与业界的分析评论人员搞好关系
How Usable Is Your Software?
你的软件可用性如何？
工程师是糟糕的软件可用性评测人员。
engineers are not the audience of your software. The corollary is that you, as an engineer, are a terrible evaluator of your software’s usability.
Consider Barrier to Entry
考察软件上手的障碍
对首次使用的用户来说，有多难以上手？
How hard is
it to get going for the first time? If your users can’t easily try it out, you won’t have any. A first-time user usually isn’t thinking about whether your software is more or less powerful than a competitor’s; she just wants to get something done. Quickly
使用的第一分钟很重要，如果用户在第一分钟里无法有所进展，很有可能将你的软件抛弃。
That first minute with a product is critical.
如果你的产品是一个网站的话，一定要确保显示首页和引导页面快速。
If your product is a web application, make sure it loads quickly!
Measure Usage, Not Users
对真正的使用率进行测量，而不是下载量
You’ll often hear someone say, “Hey, my product has had 3 million downloads—that’s 3 million happy users!” Wait; back up. How many of those 3 million users are actually using your software? That’s what we mean by “usage.”
Speed Matters
软件的反应速度很重要
用户的耐心往往都是很差的。
Don’t Be All Things
不要什么都能干
一个软件要专注于解决用户的一个或者少量的问题，不要想什么功能都有。
Some of the best software succeeds because it defines the problem narrowly and solves it well. Instead of solving every problem badly, it solves really common problems for most users and does it really well.
Don’t Be Lazy 不要懒惰
要争取使用户用起来方便，即使这样意味着给程序员带来很多麻烦。
Making software easy for users can
be a great annoyance to the programmer. Focus on the user, not what’s convenient for you to code.
不要给用户太多的选择，用户会迷失，不知所措。
Having too many options is overwhelming.
Hide Complexity 不要让你的软件看起来非常复杂
Managing Your Relationship with Users
管理与用户的关系
被倾听的用户会是高兴的用户。
Believe it or not, many users want to have a relationship with your company or team. Happy users want to know what’s going on with your software’s evolution; angry users want a place to complain.
要让用户了解你们的开发情况。
赢得用户的信任。信任是最珍贵的东西。
Trust is your most sacred resource.