成年人的样子是什么样子_不只是看样子
成年人的樣子是什么樣子
As a branding, packaging, and digital product designer, both at Input Logic and as a freelancer, I work with clients across a wide array of industries, and am responsible for simultaneously getting to the heart of what each client wants and translating those wants into beautiful designs.
作為Input Logic的品牌，包裝和數(shù)字產(chǎn)品設(shè)計(jì)師，我還是自由職業(yè)者 ，我與各行各業(yè)的客戶合作，并負(fù)責(zé)同時(shí)深入了解每個(gè)客戶的需求并將這些需求轉(zhuǎn)化為漂亮的設(shè)計(jì)。
I’ve done my fair share of research on how to best approach new design projects and sprints and there’s a lot out there. What I find is lacking, is about engaging with clients. How can we ask questions to guide their experience and explorations?
我已經(jīng)就如何最好地處理新設(shè)計(jì)項(xiàng)目和沖刺進(jìn)行了相當(dāng)多的研究，并且還有很多工作要做。 我發(fā)現(xiàn)缺乏與客戶互動(dòng)的能力。 我們?nèi)绾翁岢鰡?wèn)題以指導(dǎo)他們的經(jīng)驗(yàn)和探索？
不只是看樣子 (Not just about how it looks)
Seeing as we all know that design isn’t just about what looks good, it’s logical that we should emphasize creating meaningful conversations at the beginning of a design sprint so that everyone understands what the intended outcomes are. This sounds like a no-brainer, but once you experience a project riddled with bumpy communication, it makes sense why it’s so important to emphasize information sharing at the very beginning.
眾所周知，設(shè)計(jì)不只是外觀上的好 ，我們應(yīng)該強(qiáng)調(diào)在設(shè)計(jì)沖刺開(kāi)始時(shí)就進(jìn)行有意義的對(duì)話，這樣每個(gè)人都可以理解預(yù)期的結(jié)果是合乎邏輯的。 這聽(tīng)起來(lái)很容易，但是一旦您經(jīng)歷了一個(gè)充滿溝通障礙的項(xiàng)目，為什么從一開(kāi)始就強(qiáng)調(diào)信息共享就變得如此重要是有道理的。
Getting to the heart of the product, understanding its’ users, and knowing the client’s vision should always be priorities during a design sprint, no matter the size or scope. As a designer, I find my job is to pull out what the client wants! Sometimes this isn’t always readily available, so we use questions to guide that process of opening up.
無(wú)論產(chǎn)品的大小或范圍如何，進(jìn)入產(chǎn)品的核心，了解產(chǎn)品的用戶并了解客戶的愿景始終是設(shè)計(jì)沖刺的重點(diǎn)。 作為設(shè)計(jì)師，我發(fā)現(xiàn)我的工作是拉出客戶想要的東西！ 有時(shí)這并不總是很容易獲得，因此我們使用問(wèn)題來(lái)指導(dǎo)開(kāi)放過(guò)程。
The beginning of a sprint is a crucial time, and jump-starting a relationship that values the sharing of these thoughts and opinions will lead to more thoughtful design. Open-ended questions get people talking, and it’s the little details that come out of responses that impact the relationship for the better. This dialogue creates a heightened common understanding, leading to more productive design reviews, followed by the outcome of high-quality design that fits the product. Great conversation early on leads to better design outcomes delivered on time, because everyone starts on the same page.
沖刺的開(kāi)始是關(guān)鍵的時(shí)刻，而開(kāi)始建立重視這些思想和觀點(diǎn)共享的關(guān)系將導(dǎo)致更周到的設(shè)計(jì)。 開(kāi)放式問(wèn)題會(huì)引起人們的議論，而答案中的一些小細(xì)節(jié)會(huì)影響關(guān)系的發(fā)展。 通過(guò)這種對(duì)話，可以增進(jìn)共識(shí)，從而使設(shè)計(jì)審查更有成效，然后得出適合該產(chǎn)品的高質(zhì)量設(shè)計(jì)的結(jié)果。 盡早進(jìn)行良好的對(duì)話可以使按時(shí)交付更好的設(shè)計(jì)結(jié)果，因?yàn)槊總€(gè)人都從同一頁(yè)面開(kāi)始。
客戶要帶什么來(lái)？ (What does the client bring to the table?)
Clients usually come to a sprint with a strong understanding of their business and position in the market. Our job here is to take in that information and apply our ability to use design to solve problems. This wealth of insight can come to us in many forms:
客戶通常會(huì)對(duì)自己的業(yè)務(wù)和在市場(chǎng)上的位置有深刻的了解而沖刺。 我們?cè)谶@里的工作是吸收這些信息，并運(yùn)用我們的能力使用設(shè)計(jì)來(lái)解決問(wèn)題。 這種豐富的見(jiàn)識(shí)可以多種形式出現(xiàn)在我們面前：
- Documents 文件資料
- Moodboards 踏板
- Spreadsheets 試算表
- Sketches 草圖
- Notes 筆記
Often useful information is tucked away in the clients brain and can be revealed through conversation. Some clients think through many of these questions on their own, while others are prompted by them to find new insights about their product, users, and goals. Translating thoughts and ideas into something coherent can help to expand on ideas that haven’t been explored yet, and work through explaining complex thoughts. It is valuable for everyone involved to understand details, so communication is seamless, and there is a deep understanding of what they’re working on.
通常，有用的信息會(huì)藏在客戶的大腦中，并且可以通過(guò)對(duì)話來(lái)透露。 一些客戶會(huì)自己考慮許多問(wèn)題，而其他客戶會(huì)提示他們尋找有關(guān)其產(chǎn)品，用戶和目標(biāo)的新見(jiàn)解。 將思想和想法轉(zhuǎn)化為連貫的內(nèi)容可以幫助擴(kuò)展尚未探索的思想，并通過(guò)解釋復(fù)雜的思想來(lái)開(kāi)展工作。 對(duì)于每個(gè)參與人員來(lái)說(shuō)，了解細(xì)節(jié)都很有價(jià)值，因此溝通是無(wú)縫的，并且對(duì)他們正在做的事情有深刻的了解。
We break up these questions into a few categories: background, the audience, and tone. The more a designer understands these, the stronger the design process will be, and the branding will be enriched with all the right insight. Treating the answers to these questions as though they are for someone who isn’t familiar with the product will also expand the way the questions are answered and may bring up entirely new ideas and thoughts.
我們將這些問(wèn)題分為幾類(lèi)： 背景， 受眾和語(yǔ)氣 。 設(shè)計(jì)師對(duì)這些知識(shí)的理解越多，設(shè)計(jì)過(guò)程就會(huì)越強(qiáng)大，并且所有正確的見(jiàn)識(shí)將豐富品牌。 將這些問(wèn)題的答案當(dāng)作是對(duì)不熟悉產(chǎn)品的人使用的那樣，還將擴(kuò)展問(wèn)題的回答方式，并可能提出全新的想法和想法。
背景 (Background)
I usually start with questions around the background of the company or product, such as:
我通常從圍繞公司或產(chǎn)品背景的問(wèn)題開(kāi)始，例如：
What is the story behind your brand?
您的品牌背后的故事是什么？
What is your elevator pitch?
您的電梯間距是多少？
What problem does your product help solve in your space?
您的產(chǎn)品可幫助您解決什么問(wèn)題？
Is there any existing documentation you have that could be used to better understand the market surrounding your brand?
您是否有現(xiàn)有的文檔可以用來(lái)更好地了解您品牌周?chē)氖袌?chǎng)？
List 10 words that describe your brand, or the ideal future for your brand (adjectives, nouns, verbs, etc).
列出描述您的品牌或品牌理想的未來(lái)的10個(gè)字(形容詞，名詞，動(dòng)詞等)。
Many of the answers to these open-ended questions might feel redundant by the time a design sprint begins, but insight can be found in the way they are answered. Is the story behind the brand to do with a family member or childhood friend that served as the inspiration? Or maybe the origin came out of first-hand experience or problem, and in turn, the product aims to solve it.
在設(shè)計(jì)沖刺開(kāi)始之時(shí)，這些懸而未決的問(wèn)題的許多答案可能會(huì)變得多余，但可以通過(guò)答案的方式找到見(jiàn)識(shí)。 品牌背后的故事是否與受到啟發(fā)的家人或兒時(shí)朋友有關(guān)？ 或起源可能來(lái)自第一手經(jīng)驗(yàn)或問(wèn)題，而該產(chǎn)品旨在解決該問(wèn)題。
The origin and background of a product is often an area in which many similar products may have something that differentiates them, and these details are often valuable as a piece of reference material when building a brand.
產(chǎn)品的起源和背景通常是許多類(lèi)似產(chǎn)品可能具有與眾不同之處的領(lǐng)域，而這些細(xì)節(jié)在打造品牌時(shí)通常作為參考材料有價(jià)值。
Each product has a unique background, and while some may find an emphasis on the story behind the product, others may see the solving a specific problem as a big part of the story. For example, a brand who’s background is rich in family history might find that this is important to carry this through into the branding, creating a more personal and approachable feel. In exploring these questions, the importance is finding what that emphasis or strength is, and focusing on it.
每個(gè)產(chǎn)品都有獨(dú)特的背景，盡管有些產(chǎn)品可能會(huì)強(qiáng)調(diào)產(chǎn)品背后的故事，但其他產(chǎn)品可能會(huì)將解決特定問(wèn)題視為故事的重要部分。 例如，具有豐富家族背景的品牌可能會(huì)發(fā)現(xiàn)，將其貫徹到品牌推廣中，創(chuàng)造出更加個(gè)性化和平易近人的感覺(jué)很重要。 在探討這些問(wèn)題時(shí)，重要的是找到重點(diǎn)或優(yōu)勢(shì)所在，并專(zhuān)注于此。
聽(tīng)眾 (Audience)
Once I understand the background and story behind a company, I start to ask questions about their target market:
了解了公司背后的背景和故事后，我就開(kāi)始詢問(wèn)有關(guān)其目標(biāo)市場(chǎng)的問(wèn)題：
Who is your brand for? Describe your customer.
您的品牌是誰(shuí)的？ 描述您的客戶。
How do people find out about your brand?
人們?nèi)绾瘟私饽钠放?#xff1f;
What features or benefits does this identified target audience seek that your product is offering?
這個(gè)確定的目標(biāo)受眾希望您的產(chǎn)品提供什么功能或好處？
Understanding the customer is very important, as we all know. In some cases, maybe the client belongs to their target demographic, making it easy for them to understand their customer. In other situations, it might take some exploration to identify who the target customers are. This can take many forms — from examining competitors customers to diving deep into the product and it’s features to identify who would be likely to use it. This is crucial to building a visual identity, as it creates a high level of empathy and understanding for when, why, and how a user might interact with the product.
眾所周知，了解客戶非常重要。 在某些情況下，客戶可能屬于他們的目標(biāo)人群，這使他們很容易理解他們的客戶。 在其他情況下，可能需要進(jìn)行一些探索才能確定目標(biāo)客戶是誰(shuí)。 這可以采取多種形式-從檢查競(jìng)爭(zhēng)對(duì)手的客戶到深入研究該產(chǎn)品，它的功能是確定誰(shuí)可能使用該產(chǎn)品。 這對(duì)于建立視覺(jué)標(biāo)識(shí)至關(guān)重要，因?yàn)樗鼤?huì)在用戶何時(shí)，為什么以及如何與產(chǎn)品進(jìn)行交互方面產(chǎn)生高度的同理心和理解。
On top of identifying the target audience, It’s also crucial to understand some of the more subtle interactions that these people have surrounding the brand. While a lot of insight into the customer base comes from research in the form of interviews, testing, focus groups and surveys, it’s still beneficial to identify if anyone out there has published research surrounding the identified target market segment. Having a general understanding is a great place to start, and will help aid the design process to be on track with the right look and feel for the intended customer.
除了確定目標(biāo)受眾之外，了解這些人圍繞品牌的一些更微妙的互動(dòng)也至關(guān)重要。 盡管對(duì)客戶群的洞察力來(lái)自于訪談，測(cè)試，焦點(diǎn)小組和調(diào)查等形式的研究，但確定是否有人在已發(fā)布的目標(biāo)市場(chǎng)細(xì)分領(lǐng)域進(jìn)行研究仍然有益。 全面了解是一個(gè)很好的起點(diǎn)，它將幫助設(shè)計(jì)過(guò)程按預(yù)期的目標(biāo)客戶正確的外觀進(jìn)行。
音 (Tone)
Once I understand the background and audience, then I like to dig into the tone and voice the customer expects:
一旦了解了背景和聽(tīng)眾，便喜歡挖掘客戶期望的語(yǔ)調(diào)和聲音：
What existing brands are similar to yours in spirit (doesn’t need to be the same industry). Describe the connection.
現(xiàn)有的品牌在精神上與您的相似(不需要是同一個(gè)行業(yè))。 描述連接。
What feeling do you get when you think about your brand?
當(dāng)您考慮自己的品牌時(shí)，您會(huì)得到什么感覺(jué)？
What do you want people to understand, feel, or believe about your product?
您希望人們對(duì)您的產(chǎn)品有什么理解，感覺(jué)或相信？
If your brand was a period or era, when would it be & why?
如果您的品牌是一個(gè)時(shí)代或時(shí)代，那會(huì)是什么時(shí)候，為什么？
Many things influence the tone or attitude of the brand, including the background and audience. Often, the intended customer might expect a certain voice or feeling from the product, while others might be more open or even expect something different. In terms of the design process, the tone is one of the most crucial portions of research that influences design, which can come in the form of visual appearance or even microcopy. In many cases, we see a lot of value in hiring a copywriter who is experienced with the target market. For example, if the voice of the product is youthful, fresh, and innovative, this has a direct influence on things such as colour, and typography, as well as the type of vocabulary that is used when communicating.
許多因素都會(huì)影響品牌的語(yǔ)氣或態(tài)度，包括背景和受眾。 通常，目標(biāo)客戶可能期望產(chǎn)品有某種聲音或感覺(jué)，而其他客戶可能更開(kāi)放，甚至期望有所不同。 就設(shè)計(jì)過(guò)程而言，基調(diào)是影響設(shè)計(jì)的最關(guān)鍵的研究部分之一，它可以以視覺(jué)外觀甚至顯微鏡的形式出現(xiàn)。 在許多情況下，我們認(rèn)為聘請(qǐng)?jiān)谀繕?biāo)市場(chǎng)經(jīng)驗(yàn)豐富的撰稿人具有很大的價(jià)值。 例如，如果產(chǎn)品的聲音年輕，新鮮且具有創(chuàng)新性，這將直接影響諸如顏色，版式以及交流時(shí)所使用的詞匯類(lèi)型等內(nèi)容。
開(kāi)放式問(wèn)題的價(jià)值 (The value of open-ended questions)
Open-ended questions bring up a myriad of different response types, which is what makes them so valuable for gaining insight. Answers could come in the form of a story, documentation, keywords, concise explanations, or even conceptual feelings that the product aims to communicate. While some questions might take some time to answer and clients will benefit from having time to think through them independently, it’s also important to use them as a tool for conversation, let them naturally flow, and engage with the responses. Most importantly, take notes! Having this valuable insight is a great resource to come back to later.
開(kāi)放式問(wèn)題提出了無(wú)數(shù)不同的回答類(lèi)型，這正是它們使獲得洞察力如此有價(jià)值的原因。 答案可以是產(chǎn)品旨在傳達(dá)的故事，文檔，關(guān)鍵字，簡(jiǎn)潔的說(shuō)明，甚至是概念上的感覺(jué)的形式。 盡管一些問(wèn)題可能需要一些時(shí)間來(lái)回答，而客戶將有時(shí)間獨(dú)立思考，從而從中受益，但將其用作對(duì)話工具，讓他們自然地交流并參與回應(yīng)也很重要。 最重要的是，記筆記！ 擁有這種寶貴的見(jiàn)解是返回以后的寶貴資源。
付諸實(shí)踐 (Putting it into practice)
Identifying actionable steps is great, but putting them into practice is better. How can these questions be put into use? However they’re applied, whether in a survey before the kickoff call, or brought up naturally in conversation, we must use them to create dialogue, rather than an interview-style where we simply ask, answer, and move on to the next question. Refer to them during a kickoff call at the beginning of a project, use them as a guide for conversation, and create a dialogue around them. These questions can and should be used as a tool for designers and project managers to gain insight into the client’s perspective and vision, as well as for the clients to communicate their expectations.
確定可行的步驟非常好，但是將它們付諸實(shí)踐則更好。 這些問(wèn)題如何使用？ 無(wú)論采用哪種方法，無(wú)論是在開(kāi)通電話之前進(jìn)行調(diào)查還是自然地進(jìn)行對(duì)話，我們都必須使用它們來(lái)進(jìn)行對(duì)話，而不是像訪談式那樣簡(jiǎn)單地詢問(wèn)，回答并繼續(xù)下一個(gè)問(wèn)題。 在項(xiàng)目開(kāi)始時(shí)的電話會(huì)議中參考他們，將它們用作交談指南，并圍繞它們進(jìn)行對(duì)話。 這些問(wèn)題可以并且應(yīng)該被用作設(shè)計(jì)師和項(xiàng)目經(jīng)理的工具，以洞悉客戶的觀點(diǎn)和遠(yuǎn)景，以及客戶傳達(dá)他們的期望。
收盤(pán)時(shí) (In Closing)
Do you have a branding kick off process you can share? Want to learn more about how I approach design engagements? I’d love to read your comments below and would appreciate any likes, shares, or follows!
您是否有可以分享的品牌啟動(dòng)過(guò)程？ 想更多地了解我如何進(jìn)行設(shè)計(jì)參與？ 我很想閱讀您在下方的評(píng)論，不勝感激，喜歡或分享或關(guān)注！
翻譯自: https://medium.com/input-logic/getting-the-most-out-of-your-branding-sprint-with-open-ended-questions-e4c2c81af96c
成年人的樣子是什么樣子
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