If you’d like to improve user experience, content design can help. But how? We have a few tricks up our sleeve, so I’d like to share with you a reference list of ways we can give users an experience which feels more intuitive and caters better to their needs.
如果您想改善用户体验，则内容设计可以提供帮助。 但是如何？ 我们有一些技巧，因此，我想与您分享一些参考方法，这些方法可以使用户体验更直观，更能满足他们的需求。
This post is about how content designers work but if you’d like a clear introduction to what content design is have a look at “What is content design?”
The first thing to realize is that ‘content’ isn’t just words. It can also be video, infographics, images, data, calculators, wizards, and even working with user created content.
首先要意识到的是，“内容”不仅仅是言语。 它也可以是视频，信息图表，图像，数据，计算器，向导，甚至可以处理用户创建的内容。
Secondly, content design goes much deeper than a message in a popup or a set of docs.
其次，内容设计比弹出窗口或一组文档中的消息要深入得多。
In UX theory there is Jesse James Garrett’s idea of ‘The Elements of User Experience’. The theory describes different levels where we can shape an experience (more details). Each level impacts all the ones above it, so the lower the level the bigger return it has.
在用户体验理论中，有杰西·詹姆斯·加勒特(Jesse James Garrett)的“ 用户体验要素 ”的思想。 该理论描述了我们可以塑造体验的不同层次( 更多细节 )。 每个级别都会影响其上方的所有级别，因此级别越低，其收益就越大。
So, for example, at the Surface level, a content designer might tell you that the message “you’re about to delete your database with no recovery possible”, should be in a red box with clearly labelled confirm and cancel options. But at the Strategy level we might tell you that the user research shows that the proposed structure of the database doesn’t fit with the user’s mental model and needs; it will cause frustration and pain and increase the likelihood of deletion and the user going elsewhere.
因此，例如，在Surface级别，内容设计师可能会告诉您消息“ 您将要删除数据库，无法恢复 ”，该消息应在带有清晰标记的确认和取消选项的红色框中。 但是在策略级别，我们可能会告诉您，用户研究表明，数据库的建议结构与用户的思维模型和需求不符； 它将导致沮丧和痛苦，并增加删除和用户前往其他地方的可能性。
The earlier in the design process you can bring a content designer in, the more ways we can help.
您可以在设计过程中越早聘请内容设计师，我们提供的帮助就越多。
As you read through you’ll also see areas of overlap with our research, design, and marketing friends. It’s not surprising when you think about how each of these disciplines, while specialized in different ways, all deeply care about understanding who we are helping and why. The techniques we use to get this understanding are often similar.
在阅读过程中，您还将看到与我们的研究，设计和营销朋友重叠的领域。 当您考虑这些学科中的每一个学科，尽管它们以不同的方式专门研究时，却都非常关心了解我们在帮助谁以及为什么这么做，这并不奇怪。 我们用来获得这种理解的技术通常是相似的。
Not only aesthetics, the surface layer guides the user experience with clear information.
表面层不仅美观，而且还通过清晰的信息引导用户体验。
一般文案撰写和编辑 (General copywriting and editing)
Often seen as the core skill of a content designer, the actual craft of placing words on a page in the right order, and spotting when there are too many words or the wrong ones. At the surface level this can be deciding if you need an ‘oxford comma’ in your sentence, and adjusting voice and tone. To make sure you are writing the right sentence at the right time, however, we need to use techniques lower down in the model. This is also where we can work with our marketing colleagues to make sure we have a consistent message across the whole time a customer is with us.
通常被视为内容设计者的核心技能，是将单词按正确顺序放置在页面上并在单词过多或错误时发现的实际技巧。 从表面上看，这可以决定您是否需要在句子中使用“牛津逗号”，并调整语音和语调。 为了确保您在正确的时间编写正确的句子，但是，我们需要使用模型中较低的技巧。 这也是我们可以与市场营销同事合作的地方，以确保我们在客户与我们保持联系的整个过程中始终保持一致的信息。
Learn more:Language and grammar guidelines on atlassian.designAtlassian voice in product
学到更多： atlassian.design 产品中Atlassian语音的 语言和语法指南
错误讯息 (Error messages)
A critical part of a users experience can be how a system behave when things go wrong. Ideally error messages should let you know something has happened and what your next step should be. This is often more difficult than it sounds! Do this well and ideally the customer is reassured, and if they do need to contact support they have the information they need for a quick resolution.
用户体验的关键部分可能是出现问题时系统的行为方式。 理想情况下，错误消息应该让您知道发生了什么以及下一步应该做什么。 这通常比听起来困难得多！ 做到这一点，最好是让客户放心，并且如果他们确实需要联系支持人员，他们将获得快速解决所需的信息。
Learn more:How to write a great error messageHow to Write Good Error MessagesHow to write the perfect error message
学到更多： 如何编写出色的错误消息 如何编写良好的错误消息 如何编写完美的错误消息
文献资料 (Documentation)
Writing long form technical documentation of how a product works. How this is presented applies to the ‘surface’ layer of this model, but to create a meaningful set of documentation which addresses customer needs, is technically correct, and communicated in an appropriate way needs thought at the deeper levels. Also included in this are the less obvious decisions of what not to document. For example, in oven instructions you shouldn’t need to explain how to turn the hob on (unless there is some unintuitive secret mechanism; and if there is this should be fixed in the product not in a document a customer reads in desperation after failing to turn their oven on!)
编写有关产品工作原理的长格式技术文档。 呈现的方式适用于此模型的“表面”层，但是创建一组有意义的文档来满足客户需求，在技术上是正确的，并且可以以更深层次的需求思考的适当方式进行交流。 不包括哪些内容的不太明显的决定也包括在其中。 例如，在烤箱说明中，您无需解释如何打开炉灶(除非存在某种不直观的秘密机制；并且如果存在此秘密机制，则应将其固定在产品中，而不是客户在失败后绝望地阅读的文档中)打开烤箱！)
Learn more:The eight rules of good documentationWhat nobody tells you about documentation
学到更多： 好的文档的八条规则关于文档的 无人问津
内容可访问性审查 (Content accessibility review)
As part of the greater effort to make our work accessible to all, content designers can use best practices to make sure any content is accessible as possible. For example what seems straightforward to one person might be awful for someone with English as a second language because of idioms; asking for the same content multiple times or in an odd order will severely impact someone with cognitive load challenges; and images without alt text are useless for someone using a screen reader. The user experience can be dramatically improved with a few key checks in place.
作为使所有人都能访问我们的作品的更大努力的一部分，内容设计者可以使用最佳做法来确保尽可能地访问任何内容。 例如，对于一个人来说似乎直截了当的事情可能会因为成语而使英语为第二语言的人感到糟糕； 多次或以奇数顺序询问相同的内容会严重影响具有认知负荷挑战的人； 并且没有替代文字的图片对使用屏幕阅读器的用户来说毫无用处。 只需进行一些关键检查，就可以显着改善用户体验。
Learn more:Readability Guidelines projectTips for Getting Started Writing for Web Accessibility
学到更多： 易读性指南项目 入门技巧编写Web可访问性
质量检查和审核 (QA and review)
It’s important to review what we are shipping. While developers might be looking at whether a feature is doing what it’s supposed to, content designers will checking that the feature makes sense in the end to end experience, and any last minute changes haven’t had a bad impact. They’ll also usually be the ones to notice if a typo slipped in (all too easy to go numb to when you’ve been staring at the same screens for several weeks). Finally they’ll be checking to see if any last minute changes in this release will alter information we already have published, or are planning to publish.
重要的是要检查我们要运送的东西。 尽管开发人员可能正在研究某个功能是否按照预期工作，但内容设计人员将检查该功能在端到端体验中是否有意义，并且任何最后的更改都不会产生不良影响。 如果输入错误，通常也会注意到它们(当您盯着同一屏幕看了几个星期时，太容易麻木了)。 最后，他们将检查该版本的最新更改是否会改变我们已经发布或计划发布的信息。
Learn more:QA & UXThe Case for Design QA
Making sure content is in the right place and usable.
确保内容在正确的位置并可用。
用户体验写作 (UX writing)
Writing the words inside a website, product, or app. From the explanations on a page to the text on a button. The goal is to make the experience as smooth and easy to use as possible, in limited space. It involves understanding how a person might be feeling, and what words are appropriate. For example, if you were asked to confirm that you want to cancel a subscription, seeing “Ok” and “Cancel” buttons could be very confusing; Does “Ok” cancel or does “Cancel” cancel?
在网站，产品或应用程序内编写文字。 从页面上的说明到按钮上的文字。 目的是在有限的空间内使体验尽可能流畅和易于使用。 它涉及理解一个人的感受以及合适的词语。 例如，如果要求您确认要取消订阅，则看到“确定”和“取消”按钮可能会非常混乱； “确定”取消还是“取消”取消？
Learn more:16 Rules of effective UX writingWhat is UX writing
学到更多： 16有效的UX编写规则 什么是UX编写
客户使用的字词(市场术语分析) (Words used by customer (market terminology analysis))
If know what terms your customers use, you can use these words to build on existing understanding. Using the wrong terms will be confusing, and the content will be hard to find on Google (as people will type in terms you don’t use). As an example, on TV, if someone says “I’ll Google it” you know what they mean and understand it as ‘search for’, but even during the height of TV sponsorship, when someone said “I’’ll Bing it!”, it sounded wrong and like a noun not a verb.
如果知道客户使用什么术语，则可以使用这些词来建立现有的理解。 使用错误的术语会造成混乱，并且内容将很难在Google上找到(因为人们会键入您不使用的术语)。 例如，在电视上，如果有人说“我会用谷歌搜索”，那么您知道他们的意思并将其理解为“搜索”，但是即使在电视赞助商鼎盛时期，当有人说“我会用必应” ！”，听起来像是一个名词，而不是动词。
Learn more:Cloze Testing – The Leading UX Test for Content ComprehensionKeyword Research
学到更多： 完形填空测试–内容理解 关键字研究 的领先UX测试
创建词汇表(术语表) (Create glossaries (terminology lists))
A glossary defines a word; both what it means and the context it’s used in. This helps translation teams, new users, and product teams know what specific words mean in context. For example if you are translating a sentence into German, ‘pasture’ might seem like a fine word to substitute for ‘field’, but if you are talking about databases it will make very little sense.
词汇表定义了一个单词； 含义和使用的上下文。这有助于翻译团队，新用户和产品团队了解上下文中特定单词的含义。 例如，如果您要将句子翻译成德语，那么“ pasture”似乎可以代替“ field”，但是如果您谈论数据库的话就没有多大意义了。
Learn more:Write a glossaryThe Glossary: A Gateway to Clear Requirements and Communication
学到更多： 编写词汇表词汇 表：明确要求和沟通的门户
内容审核 (Content audits)
Where do we communicate with customers? What do we say? Do we have exactly what we need to help people? Is it in an appropriate voice and tone? Is there duplication? Anything missing? Is the content ROT (Redundant, Outdated, Trivial)? Content audits often bring up a lot of questions! Content audits can span error messages and onboarding modals, in-app help, documentation, marketing info, and training resources.
我们在哪里与客户沟通？ 我们怎么说 我们是否确实需要帮助人们的东西？ 它的声音和语调合适吗？ 有重复吗？ 缺少什么？ 内容是ROT(冗余，过时，琐碎)吗？ 内容审核通常会带来很多问题！ 内容审核可以涵盖错误消息和入门模式，应用内帮助，文档，营销信息以及培训资源。
Learn more:6 steps to product content audit perfectionA Step-by-Step Guide to Conducting a Content Audit
学到更多： 完善产品内容审核的6个步骤进行内容审核 的分步指南
分析与测量 (Analysis and measurement)
Gathering data and looking for insights on what our users are doing, and how our content influences their behavior. This could be what’s popular and what’s not; what is considered helpful or not; how long it takes for task completion comparing those who’ve seen in-app help or not. What people are searching for and what they are finding, or not! If we can measure it, we can then see if our changes improve things.
收集数据并寻找有关我们的用户正在做什么以及我们的内容如何影响他们的行为的见解。 这可能是流行的，而不是流行的。 被认为有帮助或无用的东西； 与没有看过应用内帮助的人相比，完成任务需要多长时间。 人们正在寻找什么，他们正在寻找什么？ 如果我们可以衡量它，那么我们可以看看我们的变化是否可以改善。
Learn more: Measure successGet specific with your success: Using KPIs to measure content
学到更多： 衡量成功 与 成功相关的 细节：使用KPI衡量内容
技术蒸馏 (Technical distillation)
A fundamental content design skill is working out how to explain a concept or process to someone else as clearly as possible. This means content designers are good at helping people quickly understand complex systems. This skill can be used outside product content, and in situations like bringing new people into a project, or explaining product fundamentals in a presentation.
基本的内容设计技能是研究如何尽可能清晰地向他人解释概念或过程。 这意味着内容设计师擅长帮助人们快速理解复杂的系统。 可以在产品内容之外使用这种技能，例如在将新人们带入项目中或在演示文稿中解释产品基础的情况下使用此技能。
Learn more:The Best Way to Break Down Complex Ideas So Anyone Can Understand ThemSimple ideas for explaining complex concepts (part 1)
了解更多： 分解复杂想法的最佳方法，任何人都可以理解它们 解释复杂概念的简单想法(第1部分)
Defining the way various features and functions of fit together for a user to experience.
定义各种特征和功能配合在一起以供用户体验的方式。
信息架构 (Information architecture)
How information is categorized, organized, and/or presented to someone. You can see examples of this in the Skeleton level with how product or website menus are organized, but working out what those labels or categories should be is the deeper Structure level. Done well, and it’s easy to find what you are looking for. Done badly and you end up with users getting lost, frustrated, and confused.
信息如何分类，组织和/或呈现给某人。 您可以在“骨架”级别看到有关产品或网站菜单的组织方式的示例，但要弄清楚这些标签或类别应该是更深层次的“结构”级别。 做得好，很容易找到想要的东西。 做得不好，最终用户会迷失，沮丧和困惑。
Learn more:Complete Beginner’s Guide to Information ArchitectureInformation Architecture. Basics for Designers.
学到更多： 完整的信息体系 结构 初学者指南信息体系 结构。 设计师基础。
旅程映射 (Journey mapping)
Documenting the steps a user takes while using a product or service. Often this also describes how they are feeling each step of the way. This is great for highlighting unexpected pain points and ways that things designed in isolation are not connecting together well.
记录用户在使用产品或服务时采取的步骤。 通常，这还描述了他们对每个步骤的感觉。 这对于突出意外的痛点以及孤立设计的事物不能很好地连接在一起的方式非常有用。
Learn more:Customer Journey Mapping – Atlassian playA Beginner’s Guide To User Journey Mapping
学到更多： 客户旅程映射– Atlassian播放 用户旅程映射入门指南
心理模型映射 (Mental model mapping)
Mental model mapping is finding out what a user understands or believes about a concept or task. You then use this to make your design understandable to its audience. For example, you might know the images on google maps don’t all come from satellites and are sourced in different ways, but a user just wants to see images from a sky view, rather than a line drawing, and the term satellite conveys ‘from the sky’ well.
心理模型映射可以发现用户对概念或任务的理解或相信。 然后，您可以使用它使您的设计易于听众理解。 例如，您可能知道Google地图上的图像并非全部来自卫星，并且以不同的方式获得，但是用户只是想从天空视图中看到图像，而不是从线条图中看到，术语“卫星”传达了“从天空的井。
Learn more:Mental modelsA collection of mental model resources
Working out what features or functions you include, and which you leave out.
确定您包括哪些功能或特性，哪些不包括。
优先框架 (Priority frameworks)
This involves putting users needs, and the content that supports them, in priority order and then designing the experience with that in mind. It sound simple, but I bet you can think of a time that you went to a website that made you hunt around for the really obvious thing you wanted to do, all the while bombarding you with information you didn’t need. Putting the priority needs first helps us find what we need, fast.
这涉及将用户需求以及支持他们的内容放在优先位置，然后在设计体验时就牢记这一点。 听起来很简单，但我敢打赌，您可能会想起您曾经访问过一个网站，使您到处寻找真正想做的事情，而同时却向您轰炸不需要的信息。 将优先需求放在首位可以帮助我们快速找到需要的东西。
Learn more:Using Prioritization Matrices to Inform UX DecisionsPriority Guides: A Content-First Alternative to Wireframes
学到更多： 使用优先级矩阵通知UX决策 优先级指南：线框的内容优先选择
会话原型 (Conversational prototyping)
A method of designing interactions by imagining they are a conversation between user and product. “How do I move this card?”, “how can I tell if the work is getting done or not?” Does the product answer the users questions quickly and easily? Does it reassure when needed, or remember important details about you, like a friend would? Does it use words that are familiar or does it suddenly spring out jargon which would be hard to say, let alone understand. This method doesn’t only have to be for chat or voice activated system, general product and documentation both benefit from the user focused lens this approach gives.
通过想象交互是用户和产品之间的对话来设计交互的一种方法。 “我该如何移动这张卡？”，“如何确定工作是否完成？” 产品是否可以快速，轻松地回答用户问题？ 是否会在需要时放心，还是像朋友一样记住您的重要信息？ 它使用熟悉的单词还是突然冒出了很难说的术语，更不用说理解了。 该方法不仅适用于聊天或语音激活系统，常规产品和文档都受益于该方法提供的以用户为中心的视角。
Learn more:Prototyping the conversation: a simple way to design content-firstWhat is conversation design?
学到更多： 对对话进行原型设计：一种内容优先的简单方法 什么是对话设计？
叙述性PRD (Narrative PRDs)
Product Requirement Documents (PRDs) list what a product or feature should do (but not how), it’s scope, and known constraints. A narrative PRD approaches this information in a more story like way, sometimes like a conversation between friends, explaining the concept to an alien, or writing up a future news story about it. The advantage of approaching it this way, is that it focuses on the user experience and the user’s needs. This highlights when something that is technically achievable doesn’t actually make sense to do, or areas that might need more clarification, or could be concerning for customers.
产品需求文档(PRD)列出了产品或功能应该做什么(但不怎么做)，范围和已知约束。 叙述性PRD以更像故事的方式来处理此信息，有时像朋友之间的对话，向外星人解释概念或撰写有关此事的未来新闻故事。 以这种方式进行处理的优点在于，它着重于用户体验和用户需求。 这突出显示了在技术上无法实现的事情实际上不可行，或者可能需要进一步澄清或可能引起客户关注的领域。
Learn more:Write First: The Craft of Content-first DesignWhy Obsessive Documentation is Key to Being a Great Product Manager
学到更多： 首先写：内容至上设计的 技巧为什么强迫性文档是成为优秀产品经理的关键
竞争对手和市场调查 (Competitor and market investigation)
Investigating the context any product or service is released into. Are there industry standard mental models, terms, or processes? How are we the same and what are our differences compared to the market? Are there any expectations we have to manage?
调查任何产品或服务发布到的上下文。 是否存在行业标准的思维模型，术语或过程？ 与市场相比，我们如何相同，差异如何？ 我们需要管理什么期望？
Learn more:How to Analyze Your Competitors’ Content StrategyCompetitive Analysis
学到更多： 如何分析竞争对手的内容策略 竞争分析
先前的决定和讨论 (Previous decision and discussion)
Content designers can be helpful for finding out what the history of product or service decisions. It’s not a rule, but often our passion for content extends beyond the boundaries of our product or service, and we’ll often have good stores of information or know where to find them.
内容设计师可以帮助您确定产品或服务决策的历史记录。 这不是一个规则，但是通常我们对内容的热情超出了我们产品或服务的范围，并且我们经常会拥有丰富的信息存储或知道在哪里可以找到它们。
What is the aim of doing any of this? What’s in it for me, the user or the business.
这样做的目的是什么？ 对我，用户或企业有什么好处。
用户需求分析 (User needs analysis)
Discovering what the core needs of the user are and making sure the content and experience addresses that, as opposed to showcasing a feature we want them to need. This often takes the form of user stories and/or job stories. For example, “When I publish my confidential work, I want to know who is able to see it, so I am confident only the right people have access”.
发现用户的核心需求是什么，并确保其内容和体验能够解决该需求，而不是展示我们希望他们需要的功能。 这通常采取用户故事和/或工作故事的形式。 例如，“当我发布我的机密作品时，我想知道谁可以看到它，因此我相信只有合适的人可以访问”。
Learn more:Concise explanation of user vs job storiesUser and job storiesLearning about users and their needs
学到更多： 用户与工作故事的简要说明 用户和工作故事 了解用户及其需求
调查和客户访谈 (Surveys and customer interviews)
Hearing the voice of the customer in their words. Sometimes in realtime, sometimes asynchronously. Also writing questions to try and avoid biasing or leading the answers. Many of the techniques on this page use interviews as their source, but if you do them at the strategic level you might find surprising needs and solutions.
听到客户的话语。 有时是实时的，有时是异步的。 也要写问题，以免造成偏见或导致答案的偏误。 此页面上的许多技术都将采访作为其来源，但是，如果您在战略层面进行采访，则可能会发现令人惊讶的需求和解决方案。
Learn more:User Interviews: How, When, and Why to Conduct ThemHow to Conduct User Interviews
学到更多： 用户面试：如何进行，何时进行以及为何进行方式 如何进行用户面试
筒仓之间的连接 (Connections across silos)
Content designers spar (critique) with their peers across product and platform. We’ll chat with each other about the best way to explain a particular concept. This has many benefits, but two big ones are 1) testing ideas with people not as intimately familiar with a particular product and 2) we have an idea of things happening in other products. This both encourages consistency across the company, but can also highlight when different groups should chat to each other “Hey…did you know team awesome are working on something very similar? You should chat!”
内容设计师晶石 (批判)与整个产品和平台的同龄人。 我们将就最佳解释特定概念的方式相互交流。 这有很多好处，但是有两个主要好处：1)与不太熟悉特定产品的人一起测试想法； 2)我们对其他产品中发生的事情有一个想法。 这不仅可以促进整个公司的一致性，还可以突出显示不同的小组何时应该互相聊天。“嘿……您知道团队敬畏的团队正在做非常相似的事情吗？ 你应该聊天！”
Learn more:The Content Strategy Podcast 19 // Karen Cross, Atlassian // Building a Content Design Team
So there you have it! Hopefully this has sparked some ideas for you, and you are keen to have a chat with your local friendly content designer. Is there anything I’ve not covered here? Let me know. Or do you have an example where working ‘below the surface’ really paid off? I’d love to hear it!
所以你有它！ 希望这能为您带来一些想法，并且您希望与当地友好的内容设计师聊天。 这里有我没讲的东西吗？ 让我知道。 还是您有一个例子说明了“在表面以下”工作真正得到了回报？ 我很想听听！
Did you enjoy this post? Why not give it some ❤️ or a share? Want more of the same? Consider following Designing Atlassian.
你喜欢这个帖子吗？ 为什么不给它一些❤️或分享呢？ 想要更多相同的东西吗？ 考虑遵循 Atlassian设计 。
翻译自: https://medium.com/designing-atlassian/content-design-below-the-surface-36d02746bfdb
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