ux设计_netflixs ux设计让我们彻夜难眠-CSDN博客

ux设计

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By Madeleine Morley

玛德琳·莫利(Madeleine Morley)

Netflix is keeping us awake. I’m not talking about its latest gameshow Awake: The Million Dollar Game, where contestants must stay awake for 24 hours while repeating tedious challenges in order to win mountains of cash — though what I am talking about is oddly similar in its combination of money, entertainment, and a deliberate lack of sleep.

N etflix使我们保持清醒。我不是在谈论其最新的游戏节目《 唤醒：百万美元游戏》 ，在此游戏中 ，参赛者必须保持唤醒状态24小时，同时重复乏味的挑战才能赢取大量现金–尽管我所谈论的是货币组合方面的相似之处，娱乐和故意缺乏睡眠。

Netflix is keeping us awake and it’s doing so through seamless, intensely personalized consumer pathways that urge us to binge, and then binge some more. Netflix has said as much itself: In 2017 the company’s CEO declared that its biggest competitor was not Amazon, Hulu, or HBO Go — but rather, sleep. This was, of course, a marketing stunt (the headlines practically wrote themselves) but not one without a certain amount of truth to it.

Netflix使我们保持清醒，它通过无缝的，高度个性化的消费者途径来做到这一点，促使我们进行狂欢，然后进行更多狂欢。 Netflix自己也这么说：2017年，该公司的首席执行官宣布其最大竞争对手不是亚马逊，Hulu或HBO Go，而是睡觉。当然，这是一种营销st头( 头条实际上是在写他们自己 )，但并不是一个没有一定道理的人。

For broadcast television, prime time viewing is between 8–11 p.m. For Netflix’s 148 million subscribers, peak viewing time is between 12–2 a.m. The shift in hours reflects a broader shift in viewing habits: With traditional television, viewers had to follow a network’s schedule of shows, whereas streaming services allow us to watch whatever we want, whenever we want (and wherever we want, as long as we can bring along a laptop or a phone). We also no longer have to wait a week to see what happens after a show’s tantalizing cliff–hanger, giving rise to a new culture of “binge-watching.”

对于广播电视，黄金时间收看时间是在晚上8点至11点之间。对于Netflix的1.48亿订户，高峰收看时间是在12点到2点之间。小时数的变化反映了观看习惯的广泛变化：使用传统电视时，观众必须遵循网络上的节目表，而流媒体服务则使我们能够随时随地观看我们想要的任何东西，只要我们想要可以带上笔记本电脑或手机)。我们也不再需要等待一周的时间来观看演出在诱人的悬崖衣架之后发生了什么，从而产生了一种新的“赏心悦目”文化。

Obviously, keeping people glued to the screen helps Netflix’s bottom line. As Navin Iyengar, a product designer at Netflix, said in a talk last year, one of the company’s key metrics is “how much people stream,” which UX designers then aim “to get a little bit higher.” If Netflix’s goal is to increase viewing hours, and viewing hours are highest in the middle of the night, it’s in Netflix’s interest to keep its consumers awake.

显然，让人们黏在屏幕上有助于Netflix的盈利。正如Netflix产品设计师Navin Iyengar去年在一次演讲中所说，该公司的关键指标之一是“有多少人流”，而UX设计师则旨在“提高一点”。如果Netflix的目标是增加观看时间，并且观看时间在深夜中最高，那么使消费者保持清醒符合Netflix的利益。

Ever since House of Cards released all of its episodes at once, much has been written on how binge-watching has spurred an unprecedented narrative form, one freed from the constraints of network viewing. Today’s television is not film, not episodic, not contained, but something else entirely. In this new era of television (often referred to as a “golden age”) where we slide from one great episode into the next, technology has given way to an artful new way of storytelling, but also the inability to look away from it. I watch all the new shows and I love this heyday of television writing — I’m one of its most faithful followers. That’s why it can be hard for me to reconcile the fact that the technology and platforms that I use to watch Fleabag or Succession all in one delicious go, which I can carry in the palm of my hand and into my bed at night, is a technology that I don’t yet fully understand the implications of, especially when it comes to its repercussions on my health and mental wellbeing.

自从《纸牌屋》一次发行所有剧集以来，关于狂欢观看如何激发空前的叙事形式 (已经摆脱了网络观看限制)的报道很多。当今的电视不是电影，不是情节性的，不是封闭的，而是完全其他的东西。在这个新的电视时代( 通常被称为“黄金时代” )中，我们从一个精彩的插曲滑到了下一集，技术已经让位于一种巧妙的讲故事的新方式，但也无视它。我观看所有新节目，也喜欢电视写作的鼎盛时期-我是其最忠实的追随者之一。这就是为什么我很难调和一个事实，即我可以一次美味地观看Fleabag或Succession的技术和平台，我可以将其放在手掌中，晚上可以放在床上。我尚未完全了解其含义的技术，尤其是对我的健康和心理健康的影响。

Technology has given way to an artful new way of storytelling, but also the inability to look away from it.

技术已经让位于一种新颖的叙事方式，但也无法摆脱它。

Reports say that 71% of binge viewing happens by accident, with “people watching far more than they wanted to.” Of course, the plots of the shows tantalize us all to watch more with their twisting narrative arcs and complex, relatable characters. But the UX design of many of the major streaming services has increasingly dictated our viewing habits, most notably with the post-play experience of Netflix or Hulu, when credits are skipped after five seconds and a new episode automatically begins. People wind up watching more than they intended, not only because the episodes are so good, but because the platform’s functionality makes it so easy. We are Dionysus lying on our bellies, being fed great, purple grapes while not having to lift a finger.

报告说，有71％的狂欢观看是偶然发生的，“人们的观看远远超出了他们的意愿。” 当然，这些展览的情节诱使我们所有人以其扭曲的叙事弧线和复杂，相关的角色来观看更多影片。但是，许多主要流媒体服务的用户体验设计越来越多地决定了我们的观看习惯，尤其是在Netflix或Hulu的播放后体验中，当五秒后跳过字幕并自动开始新的情节时。人们收看电视节目超出了预期，这不仅是因为这些情节如此出色，还因为该平台的功能使其变得如此简单。我们是狄俄尼索斯，躺在肚子上，被喂饱了紫色的大葡萄，而不必举起手指。

数不清的电羊：让我们保持兴奋的用户体验 (Counting electric sheep: The UX that keeps us binging)

I’ve always required television to get to sleep, and I’m not a good sleeper. When I was a kid in London, I would roll our living room television set into my bedroom and feed it a VHS. I liked watching placid, homey British sitcoms because I had seen them many times before; the monotonous plots that I knew by heart kept my mind still. Later, with the advent of cheap box sets, I watched The Simpsons and Friends via a portable DVD player. Studies and researchers aren’t on the same page about whether or not watching television in this format has a negative impact on sleep; some say it does, others say it’s harmless. All I know is that if I didn’t watch television, I found it very hard to nod off at night, and I still do.

我一直需要电视才能入睡，而且我不是一个好睡眠者。当我小时候在伦敦时，我会将客厅的电视机推到我的卧室，并为它提供VHS。我喜欢看平静的英国情景喜剧，因为我以前看过很多次。我内心深知的单调情节让我保持了头脑。后来，随着廉价盒子的出现，我通过便携式DVD播放机观看了《辛普森一家》和《 朋友》 。关于以这种格式看电视是否对睡眠产生负面影响的研究和研究人员不在同一页上。有些人说是的，其他人说这是无害的。我所知道的是，如果我不看电视，我很难在晚上点头，而我仍然会。

While I was a university student, suddenly all this great television appeared on my laptop — all of it on demand, all the time. My intensely personalized Netflix account — featuring what felt like hundreds of “Strong Female Lead” programs, made just for me — successfully enticed me away from the calming familiarity of Friends. Why watch the same thing if there was all this newness to explore? My nighttime viewing hours grew later and later.

当我还是一名大学生时，突然间，所有这些出色的电视都出现在了我的笔记本电脑上-始终都在点播。我强烈地个性化的Netflix帐户(具有为我量身打造的数百个“强壮的女性领导”计划)成功地使我摆脱了对Friends的平静熟悉。如果要探索所有这些新事物，为什么还要看同样的事情呢？我的夜间观看时间越来越晚。

My nighttime viewing hours grew later and later.

我的夜间观看时间越来越晚。

According to a study commissioned by the National Sleep Association, 60% of Americans watch television every night, or almost every night within the hour before going to sleep. For those of us who used television as a sleep aid, we now seem to be facing a new phenomenon. Television’s format has changed, and we’re constantly invited to find more, discover new shows, and keep watching. “It makes a lot of sense that you’re finding your sleep ritual different from when you watched Friends as a boxset,” says social scientist Dr. Jan Van den Bulck of the University of Michigan, who studies the relationship between media use and sleep. “You liked Friends enough to switch off all other thoughts, but it’s not so engaging that you won’t be able to sleep. Now the content you’re watching is more stimulating and involving.”

根据美国国家睡眠协会(National Sleep Association)进行的一项研究， 60％的美国人每晚或几乎在入睡前一个小时内的每个晚上都看电视。对于那些使用电视作为睡眠帮助的人来说，我们现在似乎正面临一种新现象。电视的格式已经改变，我们一直被邀请寻找更多，发现新节目并继续收看。密歇根大学的社会科学家Jan Van den Bulck博士说：“从某种意义上来说，您发现自己的睡眠习惯不同于将“ 朋友”当作盒子来观看的习惯。”他研究媒体使用与睡眠之间的关系。 “您足够喜欢Friends来关闭所有其他想法，但这种互动并没有使您无法入睡。现在，您正在观看的内容更具刺激性和吸引力。”

The UX of the top streaming services are expertly designed to encourage me to binge and remain on the platform for as long as possible. Personalized suggestions on Netflix or Amazon (in sections like “Because You Watched Working Moms…”) provide me with shows I’m more likely to binge and work to cut down my browsing time so that I hit play quickly. Other categories like “Crime” might seem generic, but the algorithm is tailored to my specific preferences within that category. Even the artwork on homepages is personalized: Netflix creates multiple versions of a show’s artwork and runs A/B tests to see which are most effective for different types of viewers. The design of Hulu, Netflix, and Amazon Prime is doing everything it can to ensure I start a video almost as instantly as I enter the app. Then they want me to stay in play mode, happily immersed in the automatic full-screen, where I can no longer see my laptop’s clock.

顶级流媒体服务的用户体验经过精心设计，旨在鼓励我狂欢并尽可能长时间地停留在平台上。在Netflix或Amazon上的个性化建议(在“因为您看过工作的妈妈……”等部分中)为我提供了一些节目，我更有可能大吃大喝并努力减少我的浏览时间，以便快速上手播放。 “犯罪”之类的其他类别看似通用，但该算法是针对该类别中我的特定偏好而量身定制的。甚至主页上的艺术品都是个性化的： Netflix可以创建节目艺术品的多个版本，并运行A / B测试，以查看哪种类型的观众最有效。 Hulu，Netflix和Amazon Prime的设计正在竭尽所能，以确保我几乎在进入应用程序后立即开始播放视频。然后他们希望我一直处于播放模式，愉快地沉浸在自动全屏模式下，在那里我再也看不到笔记本电脑的时钟了。

Image for post — Check out S3E3 of ‘Big Mouth’ to see a break-down of this process, when Jay, on watching the trailer for a show about a Canadian pansexual magician, realizes ‘Netflix has so much money they made a show just for me.’

All these streamlined UX features mean that when I’m tucked in bed in the dark, I barely need to think about what to watch when I’m trying to get myself to sleep. Once I start, it’s more difficult to turn off than to keep going. At the end of an episode, Netflix teases me with a screenshot from what’s up next, along with short synopsis hinting at something important (“Maybe my favorite couple will get back together?”). Before I can second guess myself (“Actually, maybe it’s better I try to go to sleep?”), the next episode is already up and running (“Why not just one more?”). Through the combination of end credits automatically skipping as well as me tapping the “Skip Intro” button, cutting out the sequence at the start of a show, I’m no longer aware of where one episode ends and another begins. What feels like two ends up being five, and suddenly it’s 3 a.m.

所有这些简化的UX功能都意味着当我在黑暗中躺在床上时，当我试图让自己入睡时，我几乎不需要考虑看什么。一旦开始，关闭电源要比继续前进更困难。剧集结尾时，Netflix取笑了我接下来的截图，同时简短的提要暗示了一些重要的事情(“也许我最喜欢的情侣会聚在一起？”)。在我第二次猜自己(“实际上，也许我最好去睡觉吗？”)之前，下一集已经播出并开始播放(“为什么不再多一个？”)。通过自动结束字幕的组合以及我点击“跳过简介”按钮，在节目开始时切掉顺序，我不再知道一个情节在哪里结束而另一情节在哪里开始。感觉像两个最终变成了五个，突然是凌晨三点

“Netflix gives you five seconds to make up your mind about watching the next episode,” says Van den Bulck. “The primitive, reptilian part of our brain works so that when you see a cookie, if you’re not careful, you’ll eat it — even if on a higher level of condition you’re thinking, ‘It’s not healthy for me.’” Automatic play has stripped away the moment of cognitive pause that we all need to make a reasonable decision. In the past, when we had to get up to change the DVD to continue watching a boxset, that break from the show allowed us time to second guess decision. The moment of disruption — where we were suddenly back in our living-rooms, conscious of the world around us — also felt like the natural end-point to an evening of television viewing. Now, nothing breaks us from total immersion.

Van den Bulck说：“ Netflix给了您五秒钟的时间来决定观看下一集。” “我们大脑原始的爬虫类部分起作用，因此，当您看到Cookie时，如果不小心就会吃掉它-即使处于较高水平，您在想，'对我来说，这不健康“”自动游戏消除了我们需要做出合理决定的认知停顿的时刻。过去，当我们不得不起床更换DVD以继续观看盒装电视机时，放映时间的中断使我们有时间进行第二次猜测决定。混乱的时刻-我们突然回到客厅，意识到周围的世界-感觉就像是晚上看电视的自然终点。现在，没有什么能让我们完全沉浸其中。

Automatic play has stripped away the moment of cognitive pause that we all need to make a reasonable decision.

自动游戏消除了我们需要做出合理决定的认知暂停的时刻。

Netflix lets its subscribers turn off “automatic play” in their settings, but it’s not easy to work out how to do so. It’s far simpler to opt in then it is to opt out. If you do manage to turn it off, you’ll probably end up missing it, because the function is so convenient (“I need it when I’m using the rowing machine,” says Van den Bulck). All of Netflix’s UX is exceedingly good, from the way it knows us personally to how quickly we can get to where we want to go. And good UX coupled with great television has a way of encouraging bad viewing habits.

Netflix允许其订阅者在其设置中关闭“自动播放”功能，但要确定如何执行此操作并不容易。选择退出比选择退出要简单得多。如果您确实设法将其关闭，则可能会错过它，因为该功能非常方便(“使用划船机时我需要它，” Van den Bulck说)。 Netflix的所有UX都非常出色，从个人了解我们的方式到达到目标位置的速度都非常快。优秀的用户体验与出色的电视相结合可以鼓励不良的观看习惯。

梦见梦：你还在看吗？ (Sleep to dream: Are you still watching?)

There hasn’t been a huge amount of research into the effects that new media possibilities like streaming have on sleep behavior. Studies have proven that screen exposure disrupts sleep onset and affects melatonin output, and that video games and social media prolong bedtimes. One paper co-authored by Van den Bulck has explored the effects of binge-watching on sleeping habits. It found that those who identify as binge viewers report poorer sleep quality, with more daytime fatigue and symptoms of insomnia. They also have a 98% higher likelihood of having a bad night’s sleep.

对于诸如流媒体之类的新媒体可能对睡眠行为产生的影响，尚未进行大量研究。研究证明，屏幕暴露会干扰睡眠并影响褪黑激素的输出，并且视频游戏和社交媒体会延长就寝时间。 Van den Bulck合着的一篇论文探讨了暴饮暴食对睡眠习惯的影响。研究发现，那些认为是暴饮暴食的人报告的睡眠质量较差，白天有更多的疲劳感和失眠症状。他们的夜间睡眠不好的可能性也高98％。

Since 2017, the American Academy of Sleep Medicine has been publishing blog posts urging viewers to “binge-watch responsibly,” with tips on getting a good night’s sleep for the subscribers of Netflix, Hulu, HBO Now, and Amazon Prime. Common advice includes things like, “set an episode limit before you begin watching;” or, “download episodes and turn off the wifi;” and, “schedule time on the weekend to catch up on shows.” Of course, the idea of ‘responsible fun’ is intensely stuffy and boring, and ultimately the onus is on us, the viewers. Netflix has even poked fun at the “party-pooper” tone of medical warnings with satirical content featuring beloved actors who advise us to “binge responsibly” (it’s since taken them down).

自2017年以来，美国睡眠医学科学院一直在发布博客文章，敦促观众“负责任地观看”，并为Netflix，Hulu，HBO Now和Amazon Prime的订户提供一夜安眠的提示。常见建议包括诸如“在开始观看之前设置剧集限制”之类的内容。或“下载剧集并关闭wifi；” 并且，“安排周末的时间赶上演出。” 当然，“负责任的娱乐”的想法非常闷闷，无聊，最终，观众是我们的责任。 Netflix甚至嘲笑医疗警告中的“派对狂人”基调，讽刺的内容是受爱戴的演员们的劝告，他们建议我们“负责任地痛打” (自从他们被取缔之后)。

But if you look at the American Academy of Sleep Medicine’s tips and take them seriously as advice from medical professionals, as we probably should, you can see that they directly attempt to counter exactly what the UX is designed for. “Set an episode limit” is the very antithesis of the automatic play function. Netflix also makes it difficult to figure out how to download an episode. Lastly, how can you “schedule time on the weekend to catch up on shows” if an alert from Netflix pops up on your phone on a Wednesday evening, tempting you with the news that your favorite show has a new season out right this instant?

但是，如果您查看美国睡眠医学研究院的技巧，并认真对待它们，作为我们可能应该从医学专家那里获得的建议，您会发现它们直接尝试完全针对UX的设计目的。 “设置剧集限制”是自动播放功能的对立面。 Netflix还使得很难弄清楚如何下载剧集。最后，你怎么能“在周末安排一个时间追赶上显示”如果从Netflix的警报您的手机上会弹出一个星期三的晚上，与你最喜欢的节目有一个新的赛季了正确的这个瞬间的消息在勾引你？

There are UX features that could encourage less addictive behavior, features that could work in tandem with the Academy of Sleep’s tips. “We don’t need some kind of preaching message at the end of episodes saying, ‘No, you shouldn’t be watching more’,” says Van den Bulck. “We know that’s not going to work. And if you’re someone who gets enjoyment out of watching more than one episode, we don’t want design that’s going to make that hard for you.”

有一些UX功能可以鼓励减少成瘾行为，这些功能可以与“睡眠学院”的技巧配合使用。 Van den Bulck说：“情节结束时，我们不需要任何宣讲的信息，说：'不，您不应该再看更多的话了。” “我们知道那是行不通的。如果您是一个喜欢观看多集节目的人，那么我们不希望设计会给您带来困难。

What Van den Bulck does suggest, is the creation of an external app or internal feature that asks users as they log in, ‘How many episodes is your ideal tonight?’ “Then, it could send reminders after you’ve passed the limit, asking ‘Are you sure you want to continue?’ Then after another episode, it could ask ‘Are you still watching?’ And so on, before eventually switching off if I don’t respond.” I’ve also found reddit forums deploring the lack of a sleep timer on various streaming services — I’m not the only one jolted awake at 4 a.m. by a raucous tune of a trailer that automatically plays after a show came to an end.

Van den Bulck的建议是，创建一个外部应用程序或内部功能来询问用户登录时，“今晚您理想的情节是几集？” “然后，它可以在您超过限制后发送提醒，询问'您确定要继续吗？' 然后在下一集之后，它可能会问：“您还在看吗？” 依此类推，如果我不回应，在最终关闭之前。” 我还发现Reddit论坛对各种流媒体服务缺少睡眠计时器感到遗憾-我不是唯一一个凌晨四点醒来的拖车，它在演出结束后会自动播放，声音混乱不堪。

Research has proven that you’re far less likely to remember a show if you binge it.

研究证明，如果您对节目进行暴饮暴食，您记住它的可能性会大大降低。

While it seems unlikely that streaming services will implement sleep-positive measures in their UX, one positive of an intervention like the one Van den Bulck describes is that it could cultivate a better appreciation and savoring of the great television that’s being written. Research has proven that you’re far less likely to remember a show if you binge it, and I know that if I watch a final episode at 3 a.m., its details will be fuzzy the next day.

虽然流媒体服务似乎不太可能在其UX中实施睡眠阳性措施，但Van Van Bulck所描述的一项干预措施的积极之处在于，它可以培养对正在编写的出色电视的更好的欣赏和品味。研究证明，如果您对节目进行狂饮，就很难记住它，而且我知道，如果我在凌晨3点观看最后一集，那么第二天的细节将变得模糊。

For profit-making enterprises, sleep is a dead, unprofitable time. As Jonathan Crary writes in 24/7: Late Capitalism and the End of Sleep, “Sleep poses the idea of a human need and interval of time that cannot be colonised and harnessed to a massive engine of profitability,” unlike the other human necessities of food, drink, sex, and friendship. This doesn’t mean companies aren’t trying to harness it. Earlier this year, The Pokémon Company launched Pokémon Sleep, a new app that makes “sleep tracking fun” by rewarding players for their shut-eye (and in doing so, ensures that the first thing they do when you wake up is open the app). Netflix, though, is proudly waging its war against sleep with ‘binge-watching’ as it’s not-so-secret weapon, and sleek UX that entices consumers into hours upon hours of wide-eyed pleasure.

对于营利性企业来说，睡眠是一个死的，无利可图的时间。正如乔纳森·克拉里(Jonathan Crary)在24/7：后期资本主义和睡眠的结束中所写的那样，“睡眠提出了一种人类需求和时间间隔的观念，这种观念不能被殖民化并利用为巨大的获利引擎，”不同于其他人类必需品。食物，饮料，性别和友谊。这并不意味着公司没有试图利用它。今年早些时候，神奇宝贝公司推出了PokémonSleep，这是一个新应用，通过奖励闭眼玩家来使“睡眠跟踪变得有趣”(这样做可以确保他们醒来时要做的第一件事就是打开该应用)。但是，Netflix自豪地通过“警惕”来对抗睡眠，因为它不是那么秘密的武器，而光滑的UX则吸引了消费者数小时不时的愉悦。

This story is part of an ongoing series about UX Design in partnership with Adobe XD, the collaboration platform that helps teams create designs for websites, mobile apps, and more.

该故事是与UX Design合作进行中的有关UX Design的系列文章的一部分，该 Adobe XD 是帮助团队为网站，移动应用程序等创建设计的协作平台。