![\"\"](\"https:\/\/www.uxren.cn\/wp-content\/uploads\/2018\/03\/uxrenyi-220-00.png\")
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\u4f5c\u8005\uff1a jason brush\u00a0 | \u7ffb\u8bd1\uff1a\u60b2\u56de\u98ce \u00a0\u5ba1\u6821\uff1a\u6797\u6709\u4e5d<\/p>\n
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\u4e9a\u9a6c\u900a\u65e0\u7591\u662f\u5546\u4e1a\u5728\u6570\u5b57\u5316\u8f6c\u578b\u4e2d\u6700\u91cd\u8981\u7684\u4e00\u80a1\u529b\u91cf\u3002\u636e\u4f30\u8ba1\uff0c\u5728\u6240\u6709\u5728\u7ebf\u9500\u552e\u4e2d\uff0c44%\u7684\u4ea4\u6613\u989d\u662f\u5728\u4e9a\u9a6c\u900a\u4e0a\u5b8c\u6210\u7684\uff0c\u8fd8\u6709\u8d85\u8fc7\u4e09\u5206\u4e4b\u4e00\u7684\u7f8e\u56fd\u4eba\u662f\u4e9a\u9a6c\u900aPrime\u4f1a\u5458\u00a0\u3002\u8be5\u516c\u53f8\u53bb\u5e74\u7684\u6536\u5165\u4e3a56\u4ebf\u7f8e\u5143\uff08\u9887\u6709\u4e89\u8bae\u7684\u662f\uff0c\u653f\u5e9c\u8fde\u8fd9\u7b14\u94b1\u7684\u4e00\u4e2a\u5b50\u513f\u90fd\u6ca1\u89c1\u5230\uff09\uff0c\u800c\u4e14\u5f53\u524d95%\u7684Prime\u4f1a\u5458\u8bf4\u4ed6\u4eec\u201c\u4e00\u5b9a\u201d\u6216\u201c\u53ef\u80fd\u201d\u518d\u6b21\u7eed\u8ba2\u3002\u7136\u800c\uff0c\u51e0\u4e4e\u6ca1\u6709\u4eba\u5c06\u516c\u53f8\u7684\u6210\u529f\u5f52\u7ed3\u4e8e\u201c\u8bbe\u8ba1\u201d\u3002\u5982\u679c\u4f60\u67e5\u770b\u8fc7\u9887\u4e3a\u77e5\u540d\u7684\u4e9a\u9a6c\u900a\u9886\u5bfc\u529b\u539f\u5219\uff0c\u53ea\u6709 \u201c\u5ba2\u6237\u81f3\u4e0a<\/strong><\/span>\u201d\u548c\u201c\u521b\u9020\u548c\u7b80\u5316<\/strong><\/span>\u201d\u4e24\u6761\u539f\u5219\u4e0e\u8bbe\u8ba1\u5e08\u5f0f\u7684\u4ea7\u54c1\u548c\u670d\u52a1\u5f00\u53d1\u65b9\u6cd5\u76f8\u5173\uff0c\u4ed6\u4eec\u751a\u81f3\u4e0d\u8c08\u8bba\u8bbe\u8ba1\u3002<\/p>\n Amazon is undoubtedly the most significant force in the digital transformation of commerce: an estimated 44% of all online sales are on Amazon, and more than one in three U.S. adults are estimated to be Amazon Prime members. The company had $5.6 billion in income last year (none of which went to the federal government, controversially), and 95% of current Prime subscribers say they\u2019ll either \u201cdefinitely\u201d or \u201cprobably\u201d renew. Yet few credit the role design\u00a0 has played in the company\u2019s success. If you read Amazon\u2019s famous leadership principles, only two-\u201cCustomer Obsession\u201d and \u201cInvent and Simplify\u201d\u2014are correlated with a designerly way of developing products and services And they don\u2019t even explicitly talk about design.<\/span><\/p>\n \u4ece\u7f8e\u5b66\u89d2\u5ea6\u6765\u770b\uff0c\u6211\u4eec\u671f\u671b\u4f18\u79c0\u7684\u8bbe\u8ba1\u662f\u7b80\u6d01\u548c\u7f8e\u89c2\u7684\uff0c\u4f46\u4e9a\u9a6c\u900a\u7684\u7f51\u5e97\u8bbe\u8ba1\u548c\u8fd9\u4e24\u70b9\u90fd\u4e0d\u6cbe\u8fb9\u3002\u76f8\u53cd\uff0c\u5b83\u4fa7\u91cd\u4e8e\u4f53\u9a8c\u7684\u7b80\u5355\u6027\u3001\u8fc7\u7a0b\u548c\u529f\u80fd\u3002\u4e9a\u9a6c\u900a\u5bf9\u590d\u6742\u89c6\u89c9\u6548\u679c\u7684\u6210\u529f\u5c1d\u8bd5\uff0c\u8ba9\u8bb8\u591a\u8bbe\u8ba1\u5e08\u9887\u611f\u56f0\u60d1\u3002\u90a3\u4e48\uff0c\u8bbe\u8ba1\u5e08\u5e94\u5982\u4f55\u770b\u5f85\u5e76\u7406\u89e3\u4e9a\u9a6c\u900a\u4e3a\u4ec0\u4e48\u53ef\u4ee5\u4e0d\u9760\u7f8e\u89c2\u5ea6\u4ecd\u7136\u53d6\u5f97\u8bbe\u8ba1\u4e0a\u7684\u6210\u529f\uff1f\u6211\u8ba4\u4e3a\u5b83\u4f7f\u7528\u4e86\u7edd\u4f73\u7684\u8d2d\u7269\u4f53\u9a8c\u4e2d\u6240\u4f53\u73b0\u7684\u56db\u4e2a\u5173\u952e\u539f\u5219\uff0c\u4e0d\u7ba1\u662f\u6570\u5b57\u7684\u3001\u5b9e\u4f53\u7684\u3001\u5962\u4f88\u54c1\u7684\u6216\u4f4e\u6210\u672c\u7684\uff0c\u5728\u4ed6\u4eec\u7684\u5fc3\u4e2d\uff0c\u4f18\u5f02\u7684\u8d2d\u7269\u4f53\u9a8c\u5e94\u8be5\u5305\u62ec\uff1a<\/p>\n From an aesthetic point of view, Amazon\u2019s web store is neither simple nor beautiful\u2013two things we expect of good design. Instead, it focuses on simplicity of experience, process, and functionality. For many designers, the idea that an experience with Amazon\u2019s visual complexity succeeds is somewhat confounding. So, how might a designer look at Amazon to understand why it works, despite\u2014if not because of\u2014its aesthetic?Amazon\u2019s design succeeds because it makes use of four key principles that all great shopping experiences embody\u2014whether digital or physical, luxury, or low-cost. At their heart, all great shopping experiences are:<\/span><\/p>\n <\/p>\n Transparent\uff1aGreat shopping experiences make pricing and the purchase process clear and easily understood.<\/span><\/p>\n \u4e4d\u4e00\u770b\uff0c\u4e9a\u9a6c\u900a\u7684\u4f7f\u7528\u4f53\u9a8c\u5e76\u4e0d\u7279\u522b\u900f\u660e\u3002\u8003\u8651\u5230\u52a8\u6001\u5b9a\u4ef7\u6a21\u5f0f\uff08\u7c7b\u4f3c\u4e8e\u4ee4\u4eba\u8ba8\u538c\u7684Uber\u5cf0\u65f6\u6ea2\u4ef7\uff0c\u6216\u662f\u673a\u7968\u548c\u9152\u5e97\u7684\u52a8\u6001\u5b9a\u4ef7\uff0c\u8fd9\u79cd\u6a21\u5f0f\u603b\u662f\u56f0\u6270\u7528\u6237\u6216\u6e38\u5ba2\uff09\uff0c\u4e9a\u9a6c\u900a\u4e5f\u56e0\u6b64\u88ab\u7f5a\u6b3e\u5904\u7f5a\uff0c\u5c31\u662f\u56e0\u4e3a\u5176\u7f3a\u4e4f\u900f\u660e\u5ea6\u3002\u867d\u7136\u6d88\u8d39\u8005\u4e0d\u559c\u6b22\u52a8\u6001\u5b9a\u4ef7\uff0c\u4f46\u662f\u4ed6\u4eec\u4e5f\u4f1a\u8d27\u6bd4\u4e09\u5bb6\uff0c\u786e\u4fdd\u81ea\u5df1\u4e70\u7684\u6700\u5212\u7b97\uff1b\u56e0\u4e3a\u52a8\u6001\u4ef7\u683c\u5e76\u4e0d\u662f\u4e9a\u9a6c\u900a\u72ec\u6709\u7684\u3002<\/p>\n At first glance, the Amazon experience doesn\u2019t appear to be especially transparent. Consider its dynamic pricing model: Similar to Uber\u2019s loathed surge pricing or the familiar dynamic pricing of airfares and hotels that bedevils travelers, Amazon has been rightly criticized for a lack of transparency, leading to fines. While consumers don\u2019t care for[Phi6]\u00a0 dynamic pricing, they are also accustomed to doing their own research to make sure they\u2019re getting the best price; dynamic shopping is not unique to Amazon.<\/span><\/p>\n \u90a3\u4e48\uff0c\u4e3a\u4ec0\u4e48\u7528\u6237\u4f1a\u201c\u653e\u8fc7\u201d\u4e9a\u9a6c\u900a\u7684\u52a8\u6001\u5b9a\u4ef7\u5462\uff1f\u4e00\u4e2a\u53ef\u80fd\u7684\u539f\u56e0\u662f\u4e9a\u9a6c\u900a\u51ed\u501f\u5176Prime\u670d\u52a1\u89e3\u51b3\u4e86\u5728\u7ebf\u8d2d\u7269\u7684\u4e24\u4e2a\u4e3b\u8981\u969c\u788d\uff1a\u6d88\u9664\u4e86\u201c\u9690\u85cf\u7684\u8fd0\u8f93\u6210\u672c\u201d\u548c\u201c\u7f51\u4e0a\u8d2d\u7269\u6bd4\u96f6\u552e\u5e97\u8d2d\u7269\u6162\u201d\u7684\u611f\u77e5<\/strong><\/span>\u3002Prime\u7684\u6210\u529f\u6e90\u4e8e\u5176\u6613\u7406\u89e3\u7684\u5fc3\u667a\u6a21\u578b\u7684\u8bbe\u8ba1\uff1a\u652f\u4ed8\u4e00\u6b21\u5e74\u8d39\uff0c\u53ef\u4ee5\u4eab\u53d7\u5305\u90ae\u548c\u4e24\u5929\u5230\u8d27\uff08\u53e6\u5916\u53ef\u4ee5\u514d\u8d39\u89c2\u770b\u5965\u65af\u5361\u5927\u7247\uff09\u3002Prime\u7684\u5fc3\u667a\u6a21\u578b\u7684\u900f\u660e\u6027\uff0c\u6210\u5c31\u4e86\u4e9a\u9a6c\u900a\u6700\u8457\u540d\u7684\u8d2d\u7269\u4ea4\u4e92\u8bbe\u8ba1\u6210\u679c\uff1a\u7b80\u6d01\u4f18\u96c5\u7684\u201c\u4e00\u952e\u8d2d\u7269\u201d\u4e13\u5229<\/strong><\/span>\uff08\u6700\u8fd1\u5230\u671f\u4e86\uff09\uff0c\u4e3a\u5728Alexa\u4e0a\u7528\u8bed\u97f3\u8d2d\u7269\u4ee5\u53ca\u4e9a\u9a6c\u900a\u7684Dash\u6309\u94ae\u4ea4\u4e92\u8bbe\u8ba1\u5960\u5b9a\u4e86\u57fa\u7840\u3002<\/p>\n So why might users give Amazon a pass on its dynamic pricing? One possible reason is that Amazon has, with its Prime service, solved two key obstacles of online shopping: eliminating both the hidden cost of shipping and the perception that shopping online is slower than shopping at retail. Prime succeeds because of the design of its effortless mental model: pay a yearly fee and get free two-day shipping (with Oscar-worthy movies included!). The transparency of Prime\u2019s mental model is what enables Amazon\u2019s most notable interaction design achievements for shopping: the simplicity and elegance of Amazon\u2019s patent (recently expired) for one-click purchases, which laid the groundwork for shopping by voice on Alexa as well as the interaction design of Amazon\u2019s Dash buttons.<\/span><\/p>\n <\/p>\n Tangible\uff1aWhen people have a choice between different products, or variations of a product, great shopping experiences make those product choices tangible and immediate, so that people can make confident, informed[Phi9]\u00a0 choices.<\/span><\/p>\n \u4e9a\u9a6c\u900a\u7684\u4ea7\u54c1\u5c55\u793a\u9875\u9762\u65e8\u5728\u8ba9\u7528\u6237\u5370\u8c61\u6df1\u523b\uff1a\u5e2e\u52a9\u4eba\u4eec\u4e86\u89e3\u4efb\u4f55\u7c7b\u578b\u4ea7\u54c1\u7684\u7279\u5b9a\u5c5e\u6027\u3002\u5982\u679c\u4f60\u53bb\u4e00\u4e2a\u53ea\u9500\u552e\u5355\u4e00\u7c7b\u578b\u4ea7\u54c1\u7684\u7535\u5546\u7f51\u7ad9\uff1a\u5356\u670d\u88c5\u3001\u978b\u5b50\u6216\u6c7d\u8f66\u96f6\u4ef6\u7684\uff0c\u9002\u5e94\u4ed6\u4eec\u7684\u8d2d\u7269\u4f53\u9a8c\uff0c\u6210\u672c\u975e\u5e38\u6602\u8d35\u3002<\/p>\n Amazon\u2019s product display page aims to achieve the remarkable: helping people understand the attributes of any type of product for sale. If you go to a commerce website that only sells a single type of product\u2014clothing, or shoes, or automotive parts\u2014it has the luxury of tailoring its experience to the particular attributes of the products it sells.<\/span><\/p>\n \u76f8\u6bd4\u4e4b\u4e0b\uff0c\u4e9a\u9a6c\u900a\u671f\u671b\u9500\u552e\u51e0\u4e4e\u6240\u6709\u53ef\u4ee5\u60f3\u8c61\u5230\u7684\u5546\u54c1\u3002\u8fd9\u610f\u5473\u7740\u4ea7\u54c1\u5c55\u793a\u9875\u9762\u548c\u7ed3\u679c\u5217\u8868\u662f\u6d41\u7545\u7684\u3001\u7b80\u6d01\u7684\u3001\u4e14\u4e0d\u5fc5\u4e3a\u7279\u5b9a\u7c7b\u522b\u6216\u54c1\u724c\u7ad9\u70b9\u505a\u4efb\u4f55\u5b9a\u5236\u5316\u5904\u7406\u3002\u4e9a\u9a6c\u900a\u628a\u8fd9\u4e2a\u8868\u9762\u4e0a\u7684\u52a3\u52bf\u53d8\u6210\u4e86\u4e00\u79cd\u6709\u5229\u6761\u4ef6\uff1a\u6bcf\u4e2a\u4ea7\u54c1\u5c55\u793a\u9875\u9762\u90fd\u4f7f\u7528\u76f8\u540c\u7684\u6a21\u5757\u548c\u5e95\u5c42\u7ed3\u6784\u3002\u8fd9\u6837\u4ea7\u751f\u7684\u4f53\u9a8c\u5177\u6709\u4e00\u81f4\u6027\uff0c\u80fd\u8ba9\u7528\u6237\u5f88\u5bb9\u6613\u5feb\u901f\u4e86\u89e3\u4efb\u4f55\u4ea7\u54c1\u7684\u7279\u5b9a\u5c5e\u6027\u3002<\/p>\n In contrast, Amazon is designed to sell nearly every product imaginable. This means product display pages and result listings are not as streamlined, elegant, nor necessarily as fit for purpose as a category-specific or brand site. Amazon turns this seeming disadvantage into an asset: Every product display page uses the same modules and underlying structure. This creates a consistency of experience that makes it easy for users to quickly understand the attributes of any product.<\/span><\/p>\n <\/p>\n Trustworthy\uff1a People want to know the store they\u2019re doing business with is up front.<\/span><\/p>\n \u4f5c\u4e3a\u4e00\u5bb6\u9700\u8981\u7ba1\u7406\u81ea\u8425\u5546\u54c1\u548c\u7b2c\u4e09\u65b9\u5356\u5bb6\uff08\u4e9a\u9a6c\u900a\u7684\u201c\u5e02\u573a\u201d\u7ea6\u5360\u5176\u9500\u91cf\u552e\u7684\u4e00\u534a\uff09\uff0c\u627f\u8bfa\u4fdd\u6301\u8d2d\u7269\u4f53\u9a8c\u4e00\u81f4\u6027\u7684\u4e9a\u9a6c\u900a\u906d\u9047\u4e86\u5de8\u5927\u6311\u6218\u3002<\/p>\n As a storefront that manages not only first-party sales (i.e., things Amazon sells itself) but also third-party sales (Amazon\u2019s \u201cMarketplace\u201d comprises roughly half of its sales), Amazon has a remarkable challenge in designing a consistent experience that delivers on its promises.<\/span><\/p>\n \u5f53\u5355\u4e2a\u53ef\u8d2d\u4e70\u5546\u54c1\u7684\u641c\u7d22\u7ed3\u679c\u6765\u81ea\u591a\u4e2a\u5356\u5bb6\u7684\u65f6\u5019\uff08\u8fd9\u79cd\u60c5\u51b5\u5e76\u4e0d\u5c11\u89c1\uff09\uff0c\u4e9a\u9a6c\u900a\u7684\u8d2d\u7269\u4f53\u9a8c\u603b\u662f\u4ee4\u4eba\u6cae\u4e27\uff1a\u54ea\u4e2a\u5356\u5bb6\u662f\u6700\u53ef\u9760\u7684\uff1f\u54ea\u4e2a\u5305\u90ae\uff0c\u54ea\u4e2a\u4e0d\u5305\uff1f\u54ea\u4e2a\u7528\u6237\u8bc4\u4ef7\u663e\u793a\u6700\u53ef\u9760\uff1f\u6709\u65f6\u8981\u505a\u5f88\u591a\u5de5\u4f5c\u6765\u6574\u7406\u6240\u6709\u7684\u9009\u9879\uff0c\u624d\u80fd\u505a\u51fa\u5408\u7406\u7684\u9009\u62e9\u3002<\/p>\n One thing that\u2019s especially frustrating with Amazon\u2019s shopping experience is when a search produces results of an item available from multiple sellers (not uncommon): Which seller is most reliable? Which includes shipping, which doesn\u2019t? Which is rated by users as being reliable? It sometimes takes a lot of work to sort through all the options to make a confident choice.<\/span><\/p>\n \u8fd9\u513f\uff0c\u6709\u4e00\u79cd\u4ee4\u4eba\u4fe1\u670d\u7684\u903b\u8f91\u5728\u8d77\u4f5c\u7528\uff1a\u4e9a\u9a6c\u900a\u4e0d\u9057\u4f59\u529b\u5730\u907f\u514d\u7ed9\u8fd9\u4e9b\u4f9b\u5e94\u5546\u63d0\u4f9b\u660e\u663e\u7684\u5e26\u6709\u4ed6\u4eec\u72ec\u7279\u98ce\u683c\u7684\u5e97\u9762\u8bbe\u8ba1\uff0c\u8fd9\u4e0eEtsy\u548ceBay\u4e0d\u540c\uff0c\u540e\u8005\u5e2e\u52a9\u4f9b\u5e94\u5546\u521b\u5efa\u72ec\u7279\u7684\u5e97\u9762\u3002\u5728\u4e9a\u9a6c\u900a\u7f51\u7ad9\uff0c\u7528\u6237\u8ba4\u4e3a\u81ea\u5df1\u4e00\u76f4\u5728\u8d2d\u4e70\u4e9a\u9a6c\u900a\u81ea\u8425\u5546\u54c1\uff0c\u7b2c\u4e09\u65b9\u5356\u5bb6\u53ea\u80fd\u88ab\u89c6\u4e3a\u52b3\u52a1\u4f17\u5305\u5e73\u53f0\u5de5\u4eba\uff08AMT\uff09\uff0c\u8d1f\u8d23\u91c7\u8d2d\u548c\u4ea4\u4ed8\u90a3\u4e9b\u4e9a\u9a6c\u900a\u81ea\u5bb6\u6682\u65f6\u8fd8\u6ca1\u4ed3\u5e93\u7684\u5546\u54c1\u3002\u5c31\u50cfUber\u548cLyft\u7684\u53f8\u673a\u53ef\u80fd\u88ab\u89c6\u4e3a\u5728\u516c\u53f8\u7b49\u5f85\u81ea\u52a8\u9a7e\u9a76\u6c7d\u8f66\u8fbe\u5230\u4e00\u4e2a\u53ef\u6301\u7eed\u53d1\u5c55\u7684\u3001\u53ef\u884c\u7684\u89c4\u6a21\u4e4b\u524d\u7684\u8fc7\u6e21\u52b3\u52a8\u529b\u3002<\/p>\n There\u2019s a compelling logic at play: Amazon has assiduously avoided giving those vendors clear storefronts of their own\u2014unlike Etsy and eBay, which help vendors create unique storefronts. In Amazon, the user is always just shopping on Amazon; the Marketplace vendors might only be seen as Mechanical Turk workers for the procurement and delivery of goods that Amazon does not (yet) itself have a corner on, much like Uber and Lyft drivers might be seen as a transitional labor force, while those companies wait for self-driving cars to be available at a sustainable, feasible scale.<\/span><\/p>\n \u4e9a\u9a6c\u900a\u8ba4\u4e3a\uff0c\u7531\u8054\u8425\uff08\u7b2c\u4e09\u65b9\u5356\u5bb6\uff09\u4e0e\u81ea\u8425\u63d0\u4f9b\u7684\u4ea7\u54c1\u76f8\u4e92\u4ea4\u7ec7\u800c\u7ed9\u7528\u6237\u5e26\u6765\u7684\u6f5c\u5728\u6df7\u4e71\u548c\u989d\u5916\u8d1f\u62c5\uff0c\u53cd\u800c\u4f1a\u5728\u5176\u4ed6\u65b9\u9762\u8fbe\u6210\u4e00\u81f4\u6027\u7684\u4f53\u9a8c\uff0c\u7528\u6237\u5f88\u53ef\u80fd\u9762\u4e34\u66f4\u5927\u7684\u6311\u6218\uff1a\u9001\u8d27\u548c\u9000\u8d27\u3002<\/p>\n Amazon bets that the potential confusion and additional burden placed on users presented by Marketplace goods intermingling with first-party offers will enable a consistent experience in other areas where user challenges present a much greater risk: delivery and returns.<\/span><\/p>\n \u5f53\u4f60\u5728\u4e9a\u9a6c\u900a\u4e70\u4e1c\u897f\u7684\u65f6\u5019\uff0c\u65e0\u8bba\u662f\u81ea\u8425\u8fd8\u662f\u7b2c\u4e09\u65b9\uff0c\u4f60\u59cb\u7ec8\u90fd\u89c9\u5f97\u662f\u4ece\u4e9a\u9a6c\u900a\u8d2d\u4e70\u7684\uff0c\u8fd9\u662f\u56e0\u4e3a\u4e9a\u9a6c\u900a\u5c06Prime\u7684\u4e24\u5929\u5230\u8d27\u6269\u5c55\u5230\u7b2c\u4e09\u65b9\uff0c\u5e76\u7edf\u4e00\u9000\u8d27\u6d41\u7a0b\uff0c\u4e0e\u7528\u6237\u5efa\u7acb\u57fa\u672c\u7684\u4fe1\u4efb\u4e0d\u8bba\u4ed6\u4eec\u5728\u4e9a\u9a6c\u900a\u4e70\u4e86\u4ec0\u4e48\u3002\u5728\u4e9a\u9a6c\u900a\u5e73\u53f0\uff0c\u7b2c\u4e09\u65b9\u5356\u5bb6\u5f88\u96be\u63a7\u5236\u4f53\u9a8c\u3002\uff08\u5047\u5982\u4e9a\u9a6c\u900a\u4ec5\u4ec5\u4f5c\u4e3a\u5e73\u53f0\uff0c\u6566\u4fc3\u7b2c\u4e09\u65b9\u5356\u5bb6\u901a\u8fc7\u52a0\u5927\u63a7\u5236\u6765\u7ec4\u7ec7\u548c\u7ba1\u7406\u8d2d\u7269\u4f53\u9a8c\uff0c\u90a3\u4e48\u8fd9\u91cc\u7684\u4e00\u81f4\u6027\u5c31\u5f88\u96be\u5b9e\u73b0\uff09\u3002<\/strong><\/span><\/p>\n When you buy something through Amazon, whether directly or through the Marketplace, you still feel like you\u2019ve bought it from Amazon\u2014this entitles Amazon to extend the Prime\u2019s two-day shipping to third parties, as well as unify the returns process, both of which aim to build fundamental trust with the user around whatever they buy on Amazon. Were Amazon a platform that enabled third-party sellers to curate the experience with more control, this would be harder to achieve.<\/span><\/p>\n <\/p>\n Helpful\uff1a People don\u2019t always know what they want, or how to get what they need. Great shopping experiences anticipate their challenges and proactively answer people\u2019s questions.<\/span><\/p>\n \u6b63\u5982\u5546\u54c1\u8be6\u60c5\u9875\u9762\u80fd\u591f\u5bb9\u7eb3\u5546\u54c1\u4fe1\u606f\u7684\u591a\u6837\u6027\u4e00\u6837\uff0c\u4e9a\u9a6c\u900a\u7684\u5206\u7c7b\u641c\u7d22\u754c\u9762\u2014\u2014\u5de6\u680f\u8fc7\u6ee4\u5668\u548c\u7c7b\u522b\u5bfc\u822a\u2014\u2014\u5206\u6210\u5f88\u591a\u7b49\u7ea7\u7c7b\u522b\uff0c\u53ef\u4ee5\u65e0\u7f1d\u5730\u9002\u5e94\u5f53\u524d\u60c5\u5883\u4e0b\u7684\u9009\u62e9\uff0c\u8fd9\u6837\u4f60\u5c31\u80fd\u5feb\u901f\u627e\u5230\u4f60\u60f3\u8981\u7684\u4e1c\u897f\u3002<\/p>\n Just as the product detail page is able to accommodate a diversity of product information, Amazon\u2019s faceted search interface\u2014the left column of filters and category navigation\u2014scales and seamlessly adapts to give users contextual choices, so you can find just what you\u2019re looking for.<\/span><\/p>\n \u5c31\u50cf\u4ea7\u54c1\u5c55\u793a\u9875\u9762\u4e00\u6837\uff0c\u5206\u7c7b\u641c\u7d22\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\u4e0d\u80fd\u5b8c\u5168\u6ee1\u8db3\u7279\u5b9a\u7c7b\u522b\u7684\u9700\u6c42\u3002\u4ee5\u4e70\u978b\u4e3a\u4f8b\uff0c\u5c06\u4e9a\u9a6c\u900a\u641c\u7d22\u5de5\u5177\u4e0eZappos\uff08\u4e9a\u9a6c\u900a\u65d7\u4e0b\uff09\u7279\u5b9a\u7684\u5bfc\u822a\u5bf9\u6bd4\u5c31\u77e5\u9053\u4e8c\u8005\u7684\u5dee\u5f02\u4e86\u3002\u4e3a\u4e86\u5f25\u8865\u8fd9\u4e9b\u4e0d\u8db3\uff0c\u4e9a\u9a6c\u900a\u4f7f\u7528\u6237\u80fd\u591f\u901a\u8fc7\u7cfb\u7edf\u5feb\u901f\u627e\u5230\u4ed6\u4eec\u6b63\u5728\u641c\u7d22\u7684\u5185\u5bb9\uff0c\u800c\u4e0d\u9700\u8981\u5b66\u4e60\u65b0\u7684\u4ea4\u4e92\u6a21\u5f0f\uff0c\u6545\u800c\u4ea7\u751f\u4e00\u81f4\u6027\u7684\u4f53\u9a8c\u3002<\/p>\n Like the product display page, the faceted search experience suffers in certain instances by not being perfectly tailored to category-specific needs. For instance, compare the tools provided by Amazon to search for shoes compared with (Amazon-owned) Zappos\u2019s shoe-specific navigation. It compensates for these shortcomings with a consistency of experience that enables users to move quickly through the system to find what they\u2019re searching for without needing to learn new interaction patterns.<\/span><\/p>\n As Dieter Rams Said, Good Design Makes A Product Useful<\/span><\/p>\n \u4e9a\u9a6c\u900a\u7684\u89c6\u89c9\u8bbe\u8ba1\u53ef\u80fd\u4e0d\u662f\u6d41\u7545\u7684\u3001\u6700\u7b80\u7ea6\uff0c\u7f8e\u89c2\u7684\uff0c\u6216\u662f\u5171\u60c5\u7684\uff0c\u4f46\u5b83\u5374\u975e\u5e38\u6709\u7528\u3002\u5b83\u7684\u529f\u80fd\u548c\u76f8\u5e94\u7684\u7f8e\u5b66\u662f\u4e13\u95e8\u5b9a\u5236\u7684\uff0c\u4ee5\u652f\u6301\u9ad8\u6548\u8d2d\u7269\u4f53\u9a8c\u7684\u6838\u5fc3\u76ee\u6807<\/strong><\/span>\u3002\u4e8b\u5b9e\u4e0a\uff0c\u4e9a\u9a6c\u900a\u51e0\u4e4e\u53ef\u4ee5\u8bf4\u662f\u4e00\u79cd\u6570\u5b57\u5316\u7684\u91ce\u517d\u6d3e\uff1a\u5b83\u65e2\u7b80\u5355\u53c8\u9ad8\u6548\uff0c\u4ee5\u8fd1\u4e4e\u7406\u60f3\u5316\u7684\u76ee\u7684\u4f7f\u7528\u6700\u4e0d\u6311\u5254\u7684\u65b9\u6cd5\u6ee1\u8db3\u4eba\u4eec\u7684\u9700\u8981\u3002<\/p>\n Amazon\u2019s visual design might not be streamlined, minimal, beautiful, or engage people on an emotional level, but it is immensely useful. Its functionality and corresponding aesthetic are tailored expressly to support the core attributes of an efficient shopping experience. Indeed, Amazon could almost be described as a sort digital Brutalism: it is straightforward and efficient, with a near-utopian aspiration to meet people\u2019s needs in the least fussy way possible.<\/span><\/p>\n \u4e9a\u9a6c\u900a\u7684\u6210\u529f\u7a81\u663e\u4e86\u4e00\u4e2a\u5728\u8bbe\u8ba1\u754c\u6709\u65f6\u96be\u4ee5\u63a5\u53d7\u7684\u539f\u5219\uff1a\u6210\u529f\u7684\u8bbe\u8ba1\u4e0d\u4e00\u5b9a\u662f\u7f8e\u4e3d\u7684<\/strong><\/span>\u3002\u5f53\u7136\uff0c\u968f\u7740\u7814\u7a76\u4e3b\u5bfc\u7684\u8bbe\u8ba1\u601d\u7ef4\u4f5c\u4e3a\u5e7f\u6cdb\u91c7\u7528\u7684\u8bbe\u8ba1\u5b9e\u8df5\u9010\u6e10\u6210\u4e3a\u7ecf\u5178\u6807\u51c6\uff0c\u8bbe\u8ba1\u4ec5\u4ec5\u662f\u4e00\u79cd\u5ba1\u7f8e\u6d3b\u52a8\u7684\u89c2\u5ff5\u65e9\u5df2\u88ab\u63a8\u7ffb\u3002\u7136\u800c\uff0c\u7cbe\u5fc3\u8bbe\u8ba1\u7684\u4f53\u9a8c\u53ef\u80fd\u4e0d\u5177\u6709\u7f8e\u611f\uff0c\u63a5\u53d7\u8fd9\u4e00\u70b9\u4ecd\u7136\u662f\u4e00\u4e2a\u6311\u6218\u3002\u8981\u60f3\u901a\u8fc7\u8bbe\u8ba1\u7684\u89d2\u5ea6\u6765\u5ba1\u89c6\u4e9a\u9a6c\u900a\u7684\u6210\u529f\uff0c\u5c31\u9700\u8981\u7531\u8868\u53ca\u91cc\u7684\u770b\u754c\u9762\u4e4b\u4e0b\u7684\u7cfb\u7edf\u8bbe\u8ba1\u3002<\/p>\n Amazon\u2019s success brings into relief a principle that is sometimes hard to swallow in the design community\u2013successful design is not necessarily beautiful. Of course, the notion that design is merely an aesthetic exercise was debunked long ago, with the canonization of research-led design thinking as a widely adopted design practice. Yet it can still be a challenge to accept that a well-designed experience may not be aesthetic.To examine Amazon\u2019s success through the lens of design requires looking at the design of the systems below the interface as much as its surface.<\/span><\/p>\n \u5c3d\u7ba1\u4eba\u4eec\u51e0\u4e4e\u4e0d\u8d5e\u626c\u4e9a\u9a6c\u900a\u7684\u8bbe\u8ba1\u7406\u5ff5\uff0c\u4f46\u6beb\u65e0\u7591\u95ee\u7684\u662f\uff0c\u5176\u5bf9\u4e16\u754c\u7684\u5f71\u54cd\u5e76\u4e0d\u4e9a\u4e8e\u90a3\u4e9b\u5728\u8bbe\u8ba1\u4e0a\u66f4\u6709\u540d\u6c14\u7684\u516c\u53f8\uff0c\u6bd4\u5982\u82f9\u679c\u6216\u5b9c\u5bb6\u3002\u770b\u770b\u4e9a\u9a6c\u900a\uff0c\u8ba4\u4e3a\u5b83\u7684\u8bbe\u8ba1\u6ca1\u4ec0\u4e48\u5927\u4e0d\u4e86\u7684\uff0c\u8fd9\u7edd\u5bf9\u662f\u9519\u7684\u3002<\/p>\n Amazon\u2019s design ethos has undoubtedly made as much of an impact on the world as companies more famous for their design, such as Apple or Ikea, though it gets little credit. It would be a mistake to look at Amazon and think that design doesn\u2019t matter.<\/span><\/p>\n \u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0c\u4e9a\u9a6c\u900a\u6240\u4f9d\u8d56\u7684\u8bbe\u8ba1\u539f\u5219\u4e5f\u4e3a\u7ade\u4e89\u5bf9\u624b\u63d0\u4f9b\u4e86\u673a\u4f1a\u2014\u2014\u6bcf\u4e00\u9879\u539f\u5219\u90fd\u63cf\u8ff0\u4e86\u4eba\u4eec\u5728\u8d2d\u7269\u4f53\u9a8c\u4e2d\u6240\u770b\u91cd\u7684\u4e1c\u897f\u3002\u4e9a\u9a6c\u900a\u80fd\u5728\u516c\u53f8\u6210\u957f\u58ee\u5927\uff08\u4ee5\u53ca\u4e0d\u65ad\u5730\u58ee\u5927\uff09\u7684\u540c\u65f6\u575a\u6301\u81ea\u5df1\u7684\u539f\u5219\u5417\uff1f\u5bf9\u4e8e\u5176\u4ed6\u4eba\u6765\u8bf4\uff0c\u521b\u65b0\u548c\u521b\u9020\u4e00\u4e2a\u66f4\u597d\u3001\u66f4\u4ee4\u4eba\u6ee1\u610f\u7684\u4f53\u9a8c\u7684\u65f6\u673a\u5df2\u7ecf\u6210\u719f\u3002\u4f60\u4f1a\u5982\u4f55\u5e94\u5bf9\u5462\uff0c\u6c83\u5c14\u739b\uff1f<\/p>\n It\u2019s worth noting that the design principles Amazon has leaned on to craft its experience are also areas of opportunity for competitors\u2014each of these principles describes what people value in a shopping experience.Will Amazon be able to adhere to its principles as the company grows (and grows and grows)? The time is ripe for others to innovate and create a better, more satisfying experience. Looking at you, Walmart.<\/span><\/p>\n <\/p>\n![\"\"](\"https:\/\/www.uxren.cn\/wp-content\/uploads\/2018\/03\/uxrenyi-220-02.png\")
<\/p>\n1\u3001\u900f\u660e\uff1a\u4f18\u5f02\u7684\u8d2d\u7269\u4f53\u9a8c\u4f7f\u5f97\u5b9a\u4ef7\u548c\u8d2d\u4e70\u8fc7\u7a0b\u6e05\u695a\u4e14\u7b80\u5355\u6613\u61c2\u3002<\/strong><\/span><\/h4>\n
![\"\"](\"https:\/\/www.uxren.cn\/wp-content\/uploads\/2018\/03\/uxrenyi-220-03.png\")
<\/p>\n2\u3001\u6e05\u6670\u660e\u786e\uff1a\u5f53\u4eba\u4eec\u5728\u4e0d\u540c\u7684\u4ea7\u54c1\u6216\u4ea7\u54c1\u7684\u53d8\u5316\u4e4b\u95f4\u505a\u51fa\u9009\u62e9\u65f6\uff0c\u4f18\u5f02\u7684\u8d2d\u7269\u4f53\u9a8c\u4f7f\u8fd9\u4e9b\u4ea7\u54c1\u7684\u9009\u62e9\u53d8\u5f97\u6e05\u6670\u660e\u786e\u548c\u76f4\u63a5\uff0c\u8fd9\u6837\u4eba\u4eec\u5c31\u53ef\u4ee5\u505a\u51fa\u81ea\u4fe1\u7684\u3001\u6709\u6839\u636e\u7684\u9009\u62e9\u3002<\/strong><\/span><\/h4>\n
![\"\"](\"https:\/\/www.uxren.cn\/wp-content\/uploads\/2018\/03\/uxrenyi-220-04.png\")
<\/p>\n3\u3001\u503c\u5f97\u4fe1\u8d56\uff1a\u4eba\u4eec\u60f3\u77e5\u9053\u4ed6\u4eec\u5149\u987e\u7684\u5e97\u5bb6\u662f\u5f00\u8bda\u5e03\u516c\u7684\u3002<\/strong><\/span><\/h4>\n
![\"\"](\"https:\/\/www.uxren.cn\/wp-content\/uploads\/2018\/03\/uxrenyi-220-05.png\")
<\/p>\n4\u3001\u6709\u5e2e\u52a9\u7684\uff1a\u4eba\u4eec\u5e76\u4e0d\u603b\u662f\u77e5\u9053\u81ea\u5df1\u60f3\u8981\u4ec0\u4e48\uff0c\u4e5f\u4e0d\u603b\u662f\u77e5\u9053\u5982\u4f55\u5f97\u5230\u4ed6\u4eec\u9700\u8981\u7684\u4e1c\u897f\u3002\u4f18\u5f02\u7684\u8d2d\u7269\u4f53\u9a8c\u53ef\u4ee5\u9884\u89c1\u5230\u4ed6\u4eec\u7684\u9700\u6c42\uff0c\u5e76\u6709\u524d\u77bb\u6027\u5730\u56de\u7b54\u4eba\u4eec\u7684\u95ee\u9898\u3002<\/strong><\/span><\/h4>\n
\u6b63\u5982Dieter Rams\u6240\u8bf4\uff0c\u597d\u7684\u8bbe\u8ba1\u4f7f\u4ea7\u54c1\u6709\u7528\u3002<\/strong><\/span><\/h5>\n
\t\t