2014年4月18日 星期五

為什麼 Facebook 2013年改版失敗了?






還記得去年2013年3月 Facebook 推出了一個可以跨移動裝置的版本叫做 "Goodbye Clutter" aka "雜亂不見了",當時開了記者會,各大新聞網站做了現場文字轉播,但這版本經過幾次A/B測試後,再也沒有上線,直到今年 2014年 3~4月,Facebook 開始推出新的設計風格,陸陸續續改成全新的風貌,大家都在討論新版的優缺點,我一直在找「為什麼上一版失敗了?」終於讓我找到一篇。



http://www.theverge.com/2014/3/6/5469952/facebook-goes-back-to-basics-with-latest-news-feed-redesign

下面這段是 News Feed (動態消息) 的 Product Manager , Greg Marra 說明的原因,我節錄幾個重點:

1. 使用者並不喜歡我們隨意的搬動他們的家具,你會破壞他們的 "肌肉記憶"。

什麼叫做 "肌肉記憶",舉例:你的身體學會騎腳踏車,你已經學會一種平衡騎車的方式,突然要你反過來騎車就叫做 "break muscle memory"

2. 收起側欄的選單的設計方式,用 Hamburger Icon 把側欄收起來的方式讓大多數的使用者困擾,這也是最近大家都在討論 Hamburger Icon 的最大問題。看起來 "經過簡化" 且 "很酷" 的設計,其實並沒有辦法幫助你在網站中順暢的瀏覽。

3. 「不需要重新學習新的東西」("You don't need to relearn anything") 變成是 News Feed (動態消息) 小組最重要的的目標。

4. 重新思考複雜的資訊處理方式,例:如果有人貼了一個連結,另外有兩個人分享,該怎麼呈現會比較清楚?怎麼把區塊切分開來?個人照片該歸屬在什麼地方?


以下是原文節錄:

"People don't like us moving their furniture around, because you break muscle memory," says News Feed product manager Greg Marra. Facebook's dark-themed sidebar, which collapsed into a strip of icons depending on your screen size, was just too confusing for most users, he says. "That's a particular design idea that looked cool but didn't help you get around the site," Marra says. "You don't need to relearn anything — that was one of our big themes." Facebook has also redesigned and simplified what were previously considered complex post types. If a friend commented on a post about a link that two friends shared, indentations — while accurate in terms of attribution — made things look really messy, Marra says. Profile photos have also notably been moved back inside story cards, like in the old News Feed, to limit clutter.

文章提到 Facebook 成立了新的 Creative Lab,著重在使用者的體驗上,還因此產出了一個很棒的 app產品 叫做 Paper

Facebook 在 2013年學習到更重要的一件事就是,Mobile 跟 Desktop 是必須完全切開來看。當你想要保持所有產品設計的一致性時(也就是上一版在做的事情),你無法顧到在不同裝置使用的體驗,雖然看起來很像,但其實大不相同!

節錄:

While News Feed doesn't look as "new" as last year's redesign tests looked, Facebook seems to have learned a key lesson: mobile and desktop are not equal. Last March's redesign was pitched as way to create visual parity between the company's desktop and mobile apps. "We recognize that while we strive for design consistency, part of that is recognizing that the way you use things on a PC is different from how you use things on your phone," says Marra, "but it's important that we cut these from the same cloth."

感謝這篇文章,我也從 Facebook 2013 版的失敗中學習到很多!

這篇也很棒: http://dcurt.is/facebooks-predicament