工业工程专业外文翻译--不需要设计师的设计.docVIP

外文原文： Design Without Designers Posted by Don Norman?|? 7 Oct 2010 ?|? Comments (32) I will always remember my first introduction to the power of good product design. I was newly arrived at Apple, still learning the ways of business, when I was visited by a member of Apples Industrial Design team. He showed me a foam mockup of a proposed product. Wow, I said, I want one! What is it? That experience brought home the power of design: I was excited and enthusiastic even before I knew what it was. This type of visceral wow response requires creative designers. It is subjective, personal. Uh oh, this is not what engineers like to hear. If you cant put a number to it, its not important. As a result, there is a trend to eliminate designers. Who needs them when we can simply test our way to success? The excitement of powerful, captivating design is defined as irrelevant. Worse, the nature of design is in danger. Dont believe me? Consider Google. In a well-publicized move, a senior designer at Google recently quit, stating that Google had no interest in or understanding of design. Google, it seems, relies primarily upon test results, not human skill or judgment. Want to know whether a design is effective? Try it out. Google can quickly submit samples to millions of people in well-controlled trials, pitting one design against another, selecting the winner based upon number of clicks, or sales, or whatever objective measure they wish. Which color of blue is best? Test. Item placement? Test. Web page layout? Test. This procedure is hardly unique to Google. A has long followed this practice. Years ago I was proudly informed that they no longer have debates about which design is best: they simply test them and use the data to decide. And this, of course, is the approach used by the human-centered iterative design approach: prototype, test, revise. Is this the future of design? Certainly there are many who believe so. This is a hot topic on the talk and seminar circuit. After al