飞猪同学曰过，我公司（sohu）的文章最终页是真正的killer app（杀手级应用）。

早一两年买的电脑，打开页面，CPU忽地就窜上100%，不搞死你不罢休，嘿嘿！我对飞猪同学很抱歉，这个，这个，就用傲游或Firefox吧，都有广告过滤的插件，保证最终页那叫一个清爽。于是想到了《连线》杂志的遭遇。

《连线》（Wired），网络杂志的先锋，总之很牛逼就是了。但是这本杂志的广告页所占比例已经上升到53%，而且出现了广告的变种，杂志开篇就是一堆产品介绍，全是整页整页的，如果把这个也算作是广告，整本杂志有198.5页广告，占全部杂志页码的68%。国外一个有闲且富有DIY动手精神的哥们写了《如何阅读连线杂志》，图文并茂地教你如何撕广告，感兴趣地接下来看吧

How to Read Wired

by Derek Powazek on 4 January 2008.http://magazineer.com/howto/26

In October 1995, Suck.com published a story by editor Joey Anuff (aka The Duke of URL) on How To Read Wired. In short, his advice was to take a hearty dollop of irony and then rip out all the back-to-back ads.

Twelve years ago, according to Suck, Wired 3.09 contained 206 pages, of which 90 were full-page ads. If you included the partial-page ads, the ad/content split was an even 50/50.

I decided to revisit Suck’s how-to with Wired’s December 2007 issue (15.12). It had 290 pages, of which 151 were full-page ads. Today, if you include the partial-page ads, the ad/content split is about 53/47.

If anything has changed, it’s the amount of product-driven content. This issue contained 18 pages in the front of the book that were devoted entirely to products (What’s Inside Lotrimin Ultra? Play Super Mario! Wow, Expensive Motorcycle!). Then there’s the Wish List, “a survey of the stuff we’re dying to get (and give) this holiday season,” which includes a Top Ten that lasts for 12 pages, plus 24 pages of some of the most blatant product placement I’ve ever seen in a magazine. Check out this spread and tell me if it’s an ad or not.

If you include all this product placement with the ads (where it belongs), it totals 198.5 pages, which is 68% of the magazine, leaving 91.5 pages of actual content. Sad.

Suck’s instructions still work like a charm. Wired is printed with perfect binding, and pages come out like butter. I removed any page that had ads on both sides. If Wired has changed at all, it’s that they’ve gotten better at avoiding this situation. Of the 151 full-page ads, only 88 were doubled-up, allowing me to tear out 44 pages. Still, what a difference.

Inset photo courtesy of Suck.com.

I’ll say this for Wired: As much as they’ve let rampant consumerism take over the book, they still treat their Features section as sacrosanct. There’s nary an ad to be seen from Noah Sachtman’s “What Went Wrong” on how techo-optimism led us astray in Iraq (an amazing story, a shame it had such an ugly corner-to-corner design) to the end of Carlyle Adler’s “The Secrets of Silicon Valley” on thefunded.com’s pole vault over the walls of Sand Hill Road (with a beautiful angular text design and b&w photos by Rainer Hosch).

Wired, like the internet itself, has grown up a lot over the last 12 years, sometimes with the grace of the adolescent it was. But in web years, it’s about 150-years-old now, and far be it from us not to show our elders the respect they’ve earned.

Here’s to ya’, old man.

1—logo：
基本logo特征，符合logo设计基础（平面设计通用）显示器效果：清晰度，最小尺寸（因显示器分辨率而带来的，等同线下平面设计的印刷效果）

2—文字：
内容等级决定字体、字号大小、粗细；状态决定颜色（默认或者根据网站特殊统一）

3—广告、内容图片：
尺寸样式的定位，同一页面的和谐性，图片的优化，位置的节奏，大小对比。

4—icon：
品牌性，表达准确合理，设计手法（依据品牌性），一致性，作用：吸引，醒目，方便识别、理解、操作、记忆。

5—可点击（button)：
区别（不可点击），根据人的生活经验：厚度，可按，质感（实体联想），色彩（品牌性、统一性、对比性）；统一的样式大小（依据里面文字的内边距统一）

6—背景图片：
氛围效果营造，同产品的统一性，优化（品质大小，色彩信息，实现方案），

7—图文排版：
主图次文，图文节奏，空隙，模块化。

8—当前状态：
放大（形状），变色（反色、对比色、明度纯度区别色），链进链出后指定内容提示。

9—交互控件：样式合理准确性（人对系统默认的认知和生活常规认知），状态（视觉表现样式和动作过程优化），创意。

10—loading：
内容关联性（loading前后的内容关联），无聊等待的乐趣，体积、面积优化，创意。

11—用户反馈_ 成功、出错、提示、无结果：
文案（明确、合理、人性化、创意），图形（明确、醒目、色彩的心理认知准确度）。

12—动画效果：
过程合理（模拟真实环境的合理化），连续，节奏感，用户日常动作表现，音效配合，创意。

13—首尾设计：
首（品牌宣传、自身特点、明确内容、气氛表达、创意。尾：呼应、节奏（与首），创意。

14—适应屏设计（全屏设计）：
最大最小屏幕的考虑（文字、图片的位置、折行效果）

15—固定尺寸的栅格设计：
合理的单元格（考虑黄金分割），单元格面积节奏，边距统一性

16—demo设计样稿：
对内容最多最少的考虑。

17—页面：
品牌性，基调元素一致性，复用性，节奏感、面积感，视觉第一吸引，引导浏览，点线面关系，素描原理（运用素描的基本规律来做页面）。

18—阅读：
背景对阅读（视力）的舒适度，内容与背景的对比舒适度。

这个故事足以让大多数做UE设计的同学们兔死狐悲，祈祷自己不要遇到类似的情形。为什么要有一个产品经理？或者说，即使没有“产品经理”的明确职位，也应该有承担产品经理职责的团队成员，负责把握产品的商业需求，深刻理解用户需求、公司利益，并能将设计意图以相关各方容易理解的方式清晰、准确地表达。

闲话少说，大家读故事吧，^_^   （推荐：高巍）

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非设计师谈设计（二）

Published by 承志 7月 2nd, 2007.

用户体验（User Experience），正在成为判断一个网站或Web应用是否成功的关键标志。通常，对用户体验只能作定性表述，带有比较强的主观色彩。

下面这篇文章勾勒了一个关于用户体验的简易的量化分析模型。可以比较快速、相对客观地对站点的用户体验进行可视化的表示。


正文：

What is the User Experience?

The term "user experience" refers to a concept that places the end-user at the focal point of design and development efforts, as opposed to the system, its applications or its aesthetic value alone. It's based on the general concept of user-centered design.

The user experience is primarily made up of a four factors:

• branding
• usability [1]
• functionality
• content

Independently, none of these factors makes for a positive user experience; however, taken together, these factors constitute the main ingredients for a website's success.

Take, for example, a brilliantly designed site that routinely gives server errors, or times-out. Or imagine a fantastic, database-driven application that, for some reason or other, is never used because it's buried deep within the bowels of the site's information architecture. In both cases, we see that the independent elements of branding, usability, functionality and content structure aren't necessarily indicative of a site's success. Yet, when taken together, these core elements provide the basis for the user experience.

The Need for an Objective Analysis Tool

Say you've got a new lead -- they're unhappy with their Website in its current form and want you to help steer the site in the right direction. If you're like me, the first thing you'll do is take a look at the site and make some cursory mental notes. How then do you convey these ideas and notes back to the client without simply ripping the current site apart?

The problem is that each of our perceptions of how 'good' or 'bad' a Website is, is skewed by our personal backgrounds and specialties within the industry. Asked to evaluate a Website's benefits and constraints, a developer, usability professional, designer or information architect may come up with an entirely different critique.

An objective tool for measurement and analysis helps you provide your clients with fact-based recommendations, as opposed to mere conjecture and opinion. The methodology we'll explore in this article will help you to:

• Remove your personal preferences (subjectivity) from the equation as much as possible.
• Enable persons with different backgrounds (designers, developers, clients) to share a common understanding of the site.
• Create ground rules for comparisons of the site to those of competitors, or past development efforts.
• Provide your clients with a fact-based, visual representation of their site's benefits and limitations.

Measuring the User Experience

As mentioned above, the user experience is made up of four interdependent elements:

• branding
• usability
• functionality
• content

But, how can we quantify and measure these seemingly intangible elements?

The methodology is quite simple. We separate our analysis into four sections -- one for each of the four elements of the user experience. For each of these elements, we create a series of statements or parameters against which the Website in question will be measured. A scale of 1 to X is created for each of the statements; we give each statement a score within this range.

Once you've completed this first part of the analysis, you should have a score for each of the statements in each of the four sections.

In the sample analysis attached to this article, we only used five statements or parameters for each element. Consequently, we work with a 20-point scale, so that the maximum total score of the site is 100. So, if we added an extra five statements or parameters to each element, we'd rate each on a 10-point scale.

Below, find a brief explanation of each of the elements and the statements or parameters used in the sample analysis.

Branding

Branding includes all the aesthetic and design-related items within a Website. It entails the site's creative projection of the desired organizational image and message. Statements used to measure branding can include:

• The site provides visitors with an engaging and memorable experience.
• The visual impact of the site is consistent with the brand identity.
• Graphics, collaterals and multimedia add value to the experience.
• The site delivers on the perceived promise of the brand.
• The site leverages the capabilities of the medium to enhance or extend the brand.

Functionality

Functionality includes all the technical and 'behind the scenes' processes and applications. It entails the site's delivery of interactive services to all end users, and it's important to note that this sometimes means both the public as well as administrators. Statements used to measure a site's functionality can include:

• Users receive timely responses to their queries or submissions.
• Task progress is clearly communicated (e.g., success pages or email updates).
• The Website and applications adhere to common security and privacy standards.
• Online functions are integrated with offline business processes.
• The site contains administration tools that enhance administrator efficiency.

Usability

Usability entails the general ease of use of all site components and features. Sub-topics beneath the usability banner can include navigation and accessibility [2]. Statements used to measure usability might include:

• The site prevents errors and helps the user recover from them.
• Overall page weight is optimized for the main target audience.
• The site helps its visitors accomplish common goals and tasks.
• The site adheres to its own consistency and standards.
• The site provides content for users with disabilities.

Content

Content refers to the actual content of the site (text, multimedia, images) as well as its structure, or information architecture. We look to see how the information and content are structured in terms of defined user needs and client business requirements. Statements used to measure content can include:

• Link density provides clarity and easy navigation.
• Content is structured in a way that facilitates the achievement of user goals.
• Content is up-to-date and accurate.
• Content is appropriate to customer needs and business goals.
• Content across multiple languages is comprehensive.

In most instances, I use from 10-20 separate statements for each of these four elements. I suggest you use the statements above as a basis for creating your own analysis. Remember that if you add more statements, you must also refine the 20-point scale so that each element's total score is 100. For example, if you used 10 statements for each element, then your rating scale would be 1-10. If you used 20 statements for each element, your scale would be 1-5.

For a example of this style of analysis download this sample Excel file [3].

Displaying Your Results

Once you've completed your analysis and have values for each of the statements or parameters, it's time to put this data into a clear, communicative format.

The first thing we want to do is add up all the values for each element. Because we've set the point scale to provide with a maximum score of 100 for each element, what we really have is a percentage score. Once we have these percentage values, what I've found works best is to create a Spider chart to visually represent them. Microsoft's Excel or Open Office Calc both work well here, although any spreadsheet program with graphing capabilities will do.

Using your spreadsheet program, you can generate a host of visual representations of the data. See the sample file you downloaded above for more examples.

Get Creative with Your Analysis

The great thing about the analysis and methods described in this article is that they can be catered to your specific client or project needs.

There's no reason why you couldn't add a fifth category to the analysis to describe accessibility or business metrics. For example, say you've got a government client that needs to adhere to Section 508 regulations (for the U.S.). You could easily create a set of statements or parameters that deal exclusively with the accessibility element, modifying your charts to display accordingly. Likewise, it would be very easy to create a category that deals exclusively with your client's important business metrics, for example, ROI, click-through rates, conversions, or repeat customers.

Alternatively, this platform of analysis can enable you to add greater weight to particular elements of your choice. Say you have a client who's a luxury goods manufacturer, and is heavily focused on branding and look and feel. There's no reason why you couldn't create a modified measurement system that gave greater weight to the branding elements and less to, say, the usability elements.

Practical Uses

I've incorporated this analysis into a number of different projects on which I've worked. Often, I include a 'quick and dirty' analysis as an appendix to a new client proposal, to provide the prospective clients a snapshot view of where their site stands vis-à-vis the competition.

Providing this kind of review also gives you an excellent chance to display your professionalism. Chances are that other firms bidding on the RFP in question will not include such 'free' consulting services -- and your inclusion of this report in your proposal may be a decisive factor in your favor.

In other instances, I've had clients pay for an in-depth analysis of their site complete with recommendations. This type of report includes, for each of the statements or parameters, several descriptive paragraphs complete with examples or screen shots. If I'm ultimately hired to follow through on my recommendations, I often schedule another evaluation six months after the launch of the site as a means of showing improvement, while at the same time reinforcing the value of my services.

This type of analysis can also serve as a gateway project that leads to further business. If you price the analysis well, it can be a great tool for getting your foot in the door and showing the new client the benefits of your services.