Easier is better than better

更容易比更好更好
Easier Is Better Than Better
在Barry Schwartz的书《无从选择》中有这么一个涉
及人类选择的有趣观点：
“人们选择的基础不在于什么是最重要的，而是什么
是最容易评估的。

”
In his book, The Paradox of Choice, Barry Schwartz
comes to an interesting conclusion involving human
choice.
“People choose not on the basis of what’s most
important, but on what’s easiest to evaluate.”
如果有人给你一个选择列表,常识会驱使你选择一个对你而言最重要的,然而事实上人们通常会选择他们最容易理解和评估的那个。

我们常常这样做,是因为我们没有把足够的时间花在对此进行研究的必要，并作出相应的决定。

如果大多数选民对政客的背景和政治支持做大量的研究，政客很少能当选。

他们当选是因为这样的事实:人们能理解他们正在分散的信息,因为我们之前已经听过他们。

当它涉及到我们自己的设计时,我们想象人们能够就下一步应该做什么作出明智的决定。

然而,他们可能已经在其它的时间里，在我们的设计解决中作了400多个更重要的决定。

你认为大多数人意识到驾驶汽车用手操作的传动系统比自动更好吗?你认为他们关心吗?自动比较容易学习，既然如此,为什么自找麻烦与任何其他的选择相较呢?我们多常处于我们不应该，却因为它比引起反响而不得不面对的人更容易解决问题的关系中？
Common sense would dictate that if you were given a list of choices, you would choose the one that is most important to you, when in reality humans usually choose the one that is easiest for them to understand and evaluate. Very often we do so because we don’t have the time to put in the research necessary to make an informed decision. Politicians are rarely elected based on the majority of people doing research on their background and the policies they support. They are elected for the fact that people can relate to the message they are spreading and because we have heard of them before.
When it comes to our own designs, we imagine people being able to make informed decisions on what the next step should be. However, they are already making 400+ decisions throughout the rest of the day that are likely more important than what they will deal with in our design.
Do you think most people realize there are benefits to driving a manual transmission car over an automatic? Do you think they care? Automatic is easier to pick up so why bother with any other choice? How often do we stay in relationships that we shouldn’t, simply because it’s easier to just deal with it than face the repercussions of having to confront the person?
你去过In 'N Out 汉堡店吗?我曾听说过这个地方，以及他们神话般汉堡和薯条的伟大故事。

这个地方值得捕捉的背后是他们拥有一个极其有限的菜单。

您订购两份，干酪汉堡包或汉堡。

如果你想的话，还可以添加薯条，奶昔和饮料。

这是你的所有选项（除非你知道秘密菜单）。

现在，我已经去过那里，并尝到了他们的食物，味道很好，但和Wendy's的相比，并没有太大的不同。

这个地方的吸引力是你的选择是有限的。

点餐是很容易的，因为你没有必要决定选择哪种类型的鸡肉三明治，而这会是你觉得最好的选择。

在In 'N Out汉堡店让你有轻松的快餐经验。

用它自己的方式，而不是我们想要的方式。

是一个扭曲的网上商店。

每天只提供给你一个项目，而不是通过浏览让你拥有数百或上千项选择。

如果你喜欢它，你就买下它；如果你不这样做，你可以等到明天看看接下来展示的东西。

这个网站是成功的，但它的逻辑似乎是一种倒退。

但是，如果我运营一家商店，卖一个项目的一百种商品或者一百种不同项目的一种商品真的影响么？woot让我们的选择只有“是”或“否”，这样使得购物体验更轻松。

Have you ever been to In ‘N Out Burger? I’ve heard great stories about this place and their mythical burgers and fries. The catch behind this place is that they have a very limited menu. You order a Double Double, cheeseburger or hamburger. You can add fries, milkshake and beverage to that if you wish. That’s all of your options (unless you know about the secret menu).
Now, I’ve been there and tasted their food and it’s good, but it is not much different than Wendy’s. The appeal of the place is that your choices are limited. It’s easy to order there because you don’t have to decide which type of chicken sandwich you feel is the best option for you. In ‘N Out makes the fast food experience easy for you. Having it your way is not the way we want.
is an online store with a twist. Instead of browsing through hundreds or thousands of items, you are offered only one item a day. If you like it, you buy it and if you don’t, you wait until tomorrow to see what is going to show up. The site is successful and yet the logic of it all seems backwards. However, if I’m running a store, does it really matter whether I’m selling 100 units of 1 item or 100 different items for 1 unit at a time? Woot makes the shopping experience easy by making our choice simply “yes” or “no”.
PS: In 'N Out 汉堡店因其有限的菜单而闻名。

太多的选择会分散注意力，并需要大量的时间来考虑作出最后的决定，点些什么。

如果在每个关卡开始前，你都需要选择你所要使用的鸟，那愤怒的小鸟将失去多少乐趣？去除自主选择，让我们专注于如何使用我们所拥有的鸟类，使游戏更愉快。

How much less fun would Angry Birds be if you had to select the birds you could use before each level? Taking away that choice and letting us focus on how to use the birds we are given makes the game much
more enjoyable.
PS: 每个关卡不用选择鸟的种类，让人可以把更多的注意力放在如何使用它们上。

How many of your friends choose to buy a computer for their home simply because they use the same one at work? Since they have been using it at work, it has become easy for them to use. Doesn’t mean it is the better computer — it is simply the one that is easiest for them. Our selections don’t have to be the best choices — they just have to be ones that we are okay with.
How often do you come across a site that offers you better features than their competitors, but they aren’t as easy to use. There is no reason to switch over to a service that is harder to use even if they have more features. If the features aren’t there to make my life easier then what good does the service do me?
Back when image hosting was cool, the sites that won were the ones that allowed you to upload an image without having to register or login. You simply uploaded your image and you were done. Imgur is a great example of this and has now become one of the most popular image hosting sites in the world. That doesn’t mean sites like Flickr couldn’t thrive — they just had to work much harder to achieve more users and show that going through the hassle of registering was indeed worth it.
你有多少朋友为自己家里选购一台电脑，仅仅是因为他们在工作的时候也使用同样的一台？因为他们工作中一直在使用,对于他们来说，这样的电脑已经简单易用。

这并不意味着它是更好的电脑——仅仅是因为对他们来说，这个使用最简单。

我们选择不一定要是最好的选择——他们只需要的自己觉得好的那个。

你有多经常遇到一个网站,它为你提供比竞争对手更好的特征,但他们不是很容易使用？我们并没有理由切换到一个非常难用的服务,即使他们有更多的特点。

如果这些特征没有使我的生活更容易，那么这样的服务将带来什么好处?
返过来说，图像托管网站很酷，从中胜出的这种网站允许你上传图像，无需注册或者登录。

您只需上传您的图片就完成了。

Imgur 是这类网站的一个很好的例子，并已成为世界上最流行的图像托管网站之一。

这并不意味着像Flickr 这样的网站无法茁壮成长——他们只是不得不更加努力来实现更多的用户，并显示通过克服登记的麻烦，确实是值得的。

User Settings And Choice
In a recent article, Jared Spool did a study that found that only 5% of users changed their default settings in MS Word. Being a computer nerd, this surprised me because I like to dive into the settings of all of my applications to see what I can tweak. The large majority of people don’t seem to want to tweak though — they just want to use the application: “We embarked on a little experiment. We asked a ton of people to send us their settings file for Microsoft Word. At the time, MS Word stored all the settings in a file named something like config.ini, so we asked people to locate that file on their hard disk and email it to us. Several hundred folks did just that.
We then wrote a program to analyze the files, counting up how many people had changed the 150+ settings in the applications and which settings they had changed.
What we found was really interesting. Less than 5% of the users we surveyed had changed any settings at all. More than 95% had kept the settings in the exact configuration that the program installed in.”
用户设置和选择
在最近的文章中,Jared Spool 做了一项研究发现,只有5%的手机用户在微软Word 程序中改变他们的默认设置。

作为一个计算机呆子,这让我觉得很吃惊,因为我想投入的去研究所有应用程序中的设置，从中可以看出我能做哪些好的改变。

绝大多数人似乎都不想要修改——他们只是想要使用这个应用程序: “我们开始了一项小小的实验。

让大量的人给我们寄来他们微软Word 程序的设置。

在那个时候,微软Word 在一个文件命名为config.ini 中存储所有的设置。

所以我们要求人们在他们的硬盘中找到这个文件，并发电子邮件给我们。

几百人都是这样做的。

然后我们写了一个程序来分析这些文件,计算有多少人已经修改了应用中150 多个设置以及修改了哪些设置。

我们的发现很有趣。

接受调查的用户中，少于5%的用户已经对一些设置进行了修改。

超过95%的用户一直严格保持着安装程序时最准确的设置。

”
It is great to provide the user with the ability to make changes, but settings aren’t a must-have feature. Building a great product that just works should be priority number one and once you begin to understand what settings might be tweaked, should you then start to think about adding a settings panel. Users assume you are giving them the settings that are best for them right off the bat. If you aren’t, then they might view your product as a failure.
The Paradox Of Choice
The paradox of choice says that the more options available to an individual, the harder it becomes to make a selection. For example, if there are free samples of jam being given out at the store, you are more likely to get people to buy a jar of jam when only six selections are available as opposed to 24. More choices don’t make the selection process easier for people, but having no choices takes away some of the freedom they believe they have.
提供给用户进行修改的能力，这是伟大的，但设置并不是必须具备的功能。

建设一个伟大的产品，可用性应该优先数之一，一旦你开始明白什么样的设置可能会进行调整，那么，你应该开始考虑增加一个设置面板。

用户采用你给他们的设置，这些设置对于用户来说，应该从一开始就是最好的选择。

如果不是，那么他们可能会认为你的产品是一个失败的产品。

选择的悖论
选择的悖论认为，给个人越多可供选择的选项，就越难以做出选择。

例如，在商店里，如果有免费的果酱样品出售，当只提供6种口味比提供24种口味更容易让顾客买一罐果酱。

更多的选择并不能让人们在选择的过程中更容易做出决定，但是，完全没有选择会让他们觉得失去自己应该拥有的选择的自由。

PS: 据Barry Schwartz说，如果这里有更少的颜色选择，你将更容易找到自己喜欢的克洛克斯鞋。

When deciding on which of the new iPhones you should get, you can either get it in black or white and three different memory options. Add in multiple carriers though and the choice starts to become a little more complicated.
If a client tells you that you can do their design any way you choose, it is more difficult than having to do a design with constraints because your options are endless. We need constraints, limited choices, to be built into everything that we do. This makes decision making easier and the benefit of this is an easier design to use.
If somehow you can make the easiest product and the best product in the industry, you have yourself a winner. You have to consider how many choices we are given daily so it’s in your best interest to limit the ones your customers have to make because there is a good chance it isn’t the most important decision of the day for them.
当你决定买哪一款新的iPhones 时，你不仅可以从黑或者白中做选择，也可以从三种不同的内存空间中做选择。

增加额外的运营商就让选择开始变得有点复杂了。

如果一个客户告诉你，你可以自己选择任何方式来做他们的设计,它比约束设计还困难，因为你的选择是无止境的。

我们需要约束，有限的选择，从而建设成为我们想做的一切。

这使得决策更容易，这样做的好处是实现更容易使用的设计。

如果在某种程度上，你能在你所从事的行业中创造最简便、最好的产品，你就是胜利者。

你必须考虑到我们每天面临多少选择，所以你应该在客户给你划定选择的范围创造最大的利益点，因为有很大的可能你给出的选择对客户来说并不是他们每天所要做出的重要决定。

What this means is that the design that is easiest to evaluate (less options to choose from) will win most of the time. Make your copy straight to the point. Don’t waste your time on graphics that don’t drive the point home. Funny t-shirts and bumper stickers are effective because they are easy to evaluate. I have a hard enough time picking my outfit
in the morning — don’t make me try to decide which one of the 250 default avatars I should use. 总的来说，设计是最简单的评估（较少的选项可供选择），将赢得大部分时间。

你的材料必须目的性明确。

不要浪费时间在那些不能证明你的目的的数据上。

有趣的T 恤和保险杠贴纸是有效的，因为它们很容易评估。

早上，我也很难有足够的时间精心挑选我的装备——不要让我试图在250个默认的替身中决定我应该使用哪一个。