設計類的五個原則

重點 (Top highlight)

There are many heuristics and principles for creating good content. Some are created from a UX perspective, others from a content marketing point of view. They range from very long to very concise ones. I reviewed a large handful of these resources (listed at the end of the article) to distill them to something that could be used to create quality content in government and non-profit sectors.

創建好的內容有很多啟發式和原則。 有些是從UX角度創建的，有些是從內容營銷的角度創建的。 它們的范圍從非常長到非常簡潔。 我回顧了其中的大部分資源(在文章末尾列出)，以將它們提煉成可用于在政府和非營利部門中創建高質量內容的內容。

These principles or lenses are meant to help public sector employees who are starting out in content design or those already practicing in this area and looking for a framework to help explain their work to others. These principles can be used as part of initial content assessments to help identify where problems and pitfalls are and during the content creation process.

這些原則或觀點旨在幫助開始從事內容設計工作或已在該領域進行實踐并尋求框架以幫助他人解釋其工作的公共部門員工。 這些原則可以用作初始內容評估的一部分，以幫助確定問題和陷阱在哪里以及在內容創建過程中。

To better ground these principles, it is helpful to see content design as an ecosystem with 5 layers, each one building on top of the other. It begins with content that is findable and culminates with content that is helpful.

為了更好地理解這些原則，將內容設計視為具有5個層的生態系統是很有幫助的，每個層都在另一層之上。 它始于可找到的內容，最后是有用的內容。

Without being findable, clear, connected, and human, content cannot be truly helpful.

沒有可被發現，清晰，聯系和人類的內容，就無法真正起到幫助作用。

While there is value in seeing these principles as a pyramid, it is also important to understand that they are often interrelated. So an issue with content could be happening simultaneously at multiple layers of the pyramid.

盡管將這些原理視為金字塔很有價值，但了解它們通常是相互關聯的也很重要。 因此，內容的問題可能同時在金字塔的多個層發生。

Content design ecosystem is composed of 5 layers, listed from bottom up, that build on one another: 1. Findable, 2. Clear, 3. Connected, 4. Human, 5. Helpful.內容設計生態系統由5層構成，這些層從上至下列出，彼此之間構建：1.可查找，2。清晰，3。連通，4。人，5。有用。

Below, I will define each one of the principles, tell you why they are important, provide one or more examples of when they aren’t followed (with one example of success) from public and private sector content, and share some strategies for how to implement these principles.

下面，我將定義每項原則，告訴您它們為何如此重要，提供一個或多個示例，說明何時未從公共和私營部門的內容中遵循它們(以及成功的一個例子)，并分享一些有關如何實施這些原則。

Note about examples.

注意有關示例。

Examples are presented in a variety of ways, ranging from personal reflections to fictional stories, with frequent invitations for you to reflect.

實例以多種方式呈現，從個人反思到虛構故事，并經常邀請您反思。

While I may not have all the context needed to make assessments about the quality of the examples shared, I do so fully acknowledging my limited perspective for the purpose of learning and making the abstract principles more real. And if someone reading this finds an example of content they worked on, I hope they will take it as an opportunity to reflect rather than as an unproductive criticism.

盡管我可能沒有足夠的上下文來評估所共享示例的質量，但我完全承認我有限的觀點，目的是學習和使抽象原理更加真實。 而且，如果有人讀到這篇文章找到了他們所研究的內容的一個例子，我希望他們會以此為契機來反思而不是無用的批評。

可查找的內容 (Findable content)

Findable content is designed in a way that allows users to find content through navigation and search.

可查找內容的設計方式允許用戶通過導航和搜索來查找內容。

為什么這很重要 (Why is this important)

This is the first and most basic principle of content because if users can’t find the content, it doesn’t matter how good it is.

這是內容的第一個也是最基本的原則，因為如果用戶找不到內容，則內容的好壞并不重要。

例 (Example)

Even though findability seems to point to a digital format, it equally applies to other content media, including print.

盡管可發現性似乎指向數字格式，但它同樣適用于其他內容媒體，包括印刷。

Photo of a Health Canada card. The card outlines steps to take to deal with radon exposure and lists available reports and publications that can be found on Canada.ca.加拿大衛生卡的照片。 該卡概述了應對ra暴露的步驟，并列出了可在Canada.ca上找到的可用報告和出版物。

Mary got this card from Health Canada in the mail, when she moved into her new place. It tells her to ‘take action on radon’. She does not know much about radon, so she reads what it says: “Radon-related lung cancers are at 16%, 7% of homes in Canada have high radon. All homes should be tested.” Mary looks at the images — both images of ‘homes’ look like standalone houses. Mary lives in Montreal in an apartment of a newly built mid-rise building, not a house. She wonders if this applies to her. She has many questions:

瑪麗搬到新家時，是從加拿大衛生部寄來的這張卡。 它告訴她“對ra采取行動”。 她對ra不太了解，因此她讀了上面寫的內容：“與don有關的肺癌占16％，加拿大有7％的房屋have高。 所有房屋都應進行測試。” 瑪麗看著這些圖像-“房屋”的兩個圖像看起來都像是獨立的房屋。 瑪麗住在蒙特利爾，是一棟新建的中層建筑的公寓，而不是房屋。 她想知道這是否適用于她。 她有很多問題：

• Does radon only affect dwellings that are low to the ground?
  ra只會影響地上低的住宅嗎？
• Is there a difference between the building foundation of a house and an apartment building or an office building that makes radon less of a problem?
  房屋的建筑物基礎和公寓建筑物或辦公樓之間是否有區別，使得ra的問題減少了？
• What about new buildings, are there checks in place to manage radon exposure?
  那么關于新建筑物，是否有檢查管理to暴露的檢查？

Depending on these answers, this flyer may or may not apply to Mary’s situation. However, Mary cannot find the answer to her question, due to a combination of the following:

根據這些答案，此傳單可能適用于瑪麗的情況，也可能不適用于瑪麗的情況。 但是，由于以下原因， 瑪麗無法找到問題的答案 ：

• Not enough information
  信息不足
• Not the right information
  沒有正確的信息
• Not sure if it is the right information
  不確定是否正確的信息
• Cannot understand the information
  無法理解信息

What could have made this better for Mary?

有什么可以使瑪麗變得更好呢？

A simple visual cue of a tall, multi-unit building and the words “buildings” not just “homes”, could have given her more confidence to know this is relevant to her situation.

一個身材高大，多單元建筑的簡單視覺提示字，“建筑”，而不僅僅是“家”，可以給她更多的信心，要知道這是有關她的情況。

Tiny changes can have a huge impact!

微小的變化會產生巨大的影響！

如何使內容可查找 (How to make content findable)

• Understand the subject domain

  了解主題領域

• Find out why something cannot be found
  找出為什么找不到東西
• Find users’ keywords
  查找用戶的關鍵字
• Befriend structure
  朋友結構
• Make it accessible
  使其可訪問

Think about the subject domain (topic) surrounding an issue and consider how users may approach searching for information related to such a topic. Connect user intent to the topic. Some topics cover multiple subject domains and it is important to understand these to make sense of contexts where someone would look for this information. For instance, in the example about radon, a number of subject domains could be involved such as health and safety, moving, building a new home.

考慮問題的主題領域(主題)，并考慮用戶如何處理與該主題相關的信息。 將用戶意圖連接到主題。 一些主題涵蓋了多個主題領域，了解這些主題以使人們了解需要這些信息的上下文很重要。 例如，在有關ra的示例中，可能涉及許多主題領域，例如健康和安全，搬家，蓋新房。

Findability is a concept that is often misunderstood and thought of as a merely ‘technical’ piece of content optimization or search engine optimization (SEO). It’s important to note that to help people find relevant information, it is not only essential to create multiple meaningful paths to it but even more so, it is important to understand why people cannot find something. There are a number of different reasons why someone might not be able to “find” information they are looking for including:

可發現性是一個經常被誤解的概念，并且被認為只是內容優化或搜索引擎優化(SEO)的“技術”部分。 重要的是要注意，要幫助人們找到相關的信息，不僅必須為其創建多個有意義的路徑，而且更重要的是，了解人們為什么找不到某些東西非常重要 。 導致某人無法“查找”他們正在尋找的信息的原因有多種，其中包括：

• Too much information
  過多的信息
• Not enough information
  信息不足
• Not the right information
  沒有正確的信息
• Not sure if it is the right information
  不確定是否正確的信息
• Cannot understand the information
  無法理解信息

You also need to find keywords people would actually use to locate information related to this topic. You can do this through desk and user research, competitive analysis, and keyword research. Google the terms you are working with and look for synonyms. Use Google Trends to explore keyword popularity.

您還需要找到人們實際用來查找與該主題相關的信息的關鍵字。 您可以通過案頭和用戶研究，競爭分析和關鍵字研究來做到這一點。 谷歌您正在使用的術語，并尋找同義詞。 使用Google趨勢來探索關鍵字的受歡迎程度。

The structure of content pages is built around good headings and metadata. Use accurate and meaningful headings to help people navigate and scan the content. Ensure that title and page description metadata are relevant and can be understood out of context when displayed as a list of links on a search results page.

內容頁面的結構圍繞良好的標題和元數據構建。 使用準確而有意義的標題來幫助人們瀏覽和掃描內容。 確保標題和頁面描述元數據相關，并且在顯示為搜索結果頁面上的鏈接列表時，可以在上下文中理解。

Accessible content improves discoverability. Make sure links have clear and meaningful link text, images have appropriate alt text that also reflects user keywords, and your videos or other rich content have alternative formats.

可訪問的內容提高了可發現性。 確保鏈接具有清晰且有意義的鏈接文本，圖像具有適當的替代文本(也可以反映用戶關鍵字)，并且您的視頻或其他豐富內容具有其他格式。

清除內容 (Clear content)

Clear content is designed with clear purpose and does not leave users with questions.

清晰的內容具有明確的目的，不會給用戶帶來任何疑問。

為什么這很重要 (Why is this important)

Clarity gives users the confidence to proceed.

清晰度使用戶有信心繼續前進。

And conversely, lack of clarity becomes a roadblock that ends up costing organizations lots of money and it manifests itself in high call centre volumes or users’ reliance on third-party services to help them do something (immigration support, tax professionals, etc). These third-party services in turn need to be supported by the organizations in question, which results in more expenses.

相反，缺乏明確性會成為一個障礙，最終使組織付出大量金錢，并且在呼叫中心數量龐大或用戶依賴第三方服務來幫助他們做某事(移民支持，稅務專業人員等)時表現出來。 這些第三方服務又需要相關組織的支持，這會導致更多費用。

例子 (Examples)

Example 1

例子1

What do you think this red line means?

您認為這條紅線是什么意思？

Lowri, a Vancouver resident who frequently uses public transit, though it was a rather aggressive design choice to better designate high-density bus stops and to quickly help travelers find where to go to catch the bus. According to the local bus authority in Vancouver however, red zones will be installed at key bus stops to remind drivers the areas “aren’t for cars”.

溫哥華居民Lowri經常使用公共交通，盡管這是一個比較激進的設計選擇，可以更好地指定高密度公交車站并Swift幫助旅行者找到去哪里坐公交車。 然而，根據溫哥華地方公交局的說法，關鍵的公交車站將設置紅色區域，以提醒駕駛員“不適合汽車行駛”的區域 。

Why use this example?

為什么使用這個例子？

Content is what we communicate through design.

內容是我們通過設計交流的內容。

In this case, communication through the design of this lane has likely failed for many people. The colour of the lane was the content (yes, content is not just text and visuals are part of content design if they are meant to communicate something — and they should), the medium of communication and the message which left many folks in the city confused:

在這種情況下，許多人可能無法通過該通道的設計進行通信。 車道的顏色就是內容(是的， 內容不只是文字，如果視覺傳達內容是視覺設計的一部分，視覺也是內容設計的一部分，并且應該傳播)，傳播的媒介和信息使城市中的許多人留了下來。困惑 ：

Massive assumption being made here (that everyone would understand that red paint = don’t park here). Personally, as a driver, I found the meaning of the red paint ambiguous and would have preferred a clearer message. It’s also not consistent with other well known road signage indicating no stopping (ie. diagonal stripes, etc).

在這里做出了巨大的假設(每個人都會理解紅色油漆=不要在這里停放)。 就個人而言，作為駕駛員，我發現紅色油漆的含義含糊不清，并且希望有一個更清晰的信息。 它也與其他沒有停止的路標(即斜條紋等) 不一致 。

Some said it was “visually overwhelming”. Others pointed out that “from a drivers point it is a huge distraction.”

有人說這“在視覺上是壓倒性的 ”。 其他人指出，“從駕駛員的角度來看，這是一個極大的干擾 。”

Example 2

例子2

If you’ve taken a ride with Uber, have you noticed how the app tells you that “All drivers are screened” ? What do you think it means?

如果您乘坐Uber，您是否注意到該應用程序如何告訴您“所有駕駛員都受到了篩查”？ 您認為這意味著什么？

• Are the drivers being screened for availability?
  是否在篩選驅動程序的可用性？

I suppose they are screened (cleared) for security, yet this may not be obvious to everyone. The use of this popup and its prominence also makes me wonder about its intention. Is it meant to instill confidence in the rider?

我想對它們進行了篩選(清除)以確保安全，但這可能并不是每個人都知道的。 使用此彈出式窗口及其突出之處，也使我對它的意圖感到疑惑。 是要在騎手身上樹立信心嗎？

Would you want to have information flashing at you before you get on a plane that it is safe to fly in it? Would it make you feel more or less secure?

您是否想讓信息閃爍，然后再乘上安全飛行的飛機？ 它會讓您感到多少安全嗎？

• If all drivers are screened, then why does Uber need to tell the rider this?

  如果對所有駕駛員進行了篩查，那么Uber為什么需要告訴車手呢？

• Is it better left unsaid?
  最好不說了嗎？
• Are these the right words?
  這些話對嗎？
• Is this the right placement for this information?
  這是此信息的合適位置嗎？
• Should this information be available in a way that helps the rider make a decision before they choose a driver or even before they input their trip destination?
  是否應該以幫助騎手在選擇駕駛員之前或甚至在輸入旅行目的地之前做出決定的方式提供此信息？

Example 3

例子3

Screenshot of ‘How to renew your passport’ page on Canada.caCanada.ca上“如何更新護照”頁面的屏幕截圖

On the page from the Canadian government about “How to renew your passport”, the user is asked to gather all the necessary documents and ‘Find two references’.

在加拿大政府關于“如何更新護照”的頁面上，要求用戶收集所有必要的文件并“查找兩個參考文獻”。

Can the use of jargon prevent people from understanding what they are being asked to do?

使用行話是否可以阻止人們理解他們被要求做什么？

Sure, many anglophones probably know what a ‘reference’ is. Like a work reference. But for many people, English is not their first language and this word is unclear from a plain language perspective. The word ‘reference’ gives no indication that it is actually referring to people who know you well, such as friends or neighbours, and can confirm your identity. It is especially confusing if we look at the standalone hyperlink name: Could ‘references’ mean ‘reference resources’ for how to get a passport?

當然，許多英語使用者可能知道什么是“參考”。 像工作參考。 但是對于許多人來說，英語不是他們的第一語言，從簡單的語言角度來看，這個詞還不清楚。 “推薦人”一詞并未表示它實際上是指很了解您的人，例如朋友或鄰居，并且可以確認您的身份。 如果我們看一下獨立的超鏈接名稱，那就特別令人困惑：“引用”是指如何獲得護照的“引??用資源”嗎？

Imagine if someone is using Google Translate (and I am sure many people are, as Goole Translate interpreted 143 billion words daily back in 2018) to understand this page, would they know what ‘references’ mean?

想象一下，如果有人在使用Google Translate(而且我敢肯定，很多人都在使用Gool Translate解釋了2018年每天1,430億個單詞的意思 )，他們會知道“引用”是什么意思嗎？

如何使內容清晰 (How to make content clear)

• Understand users
  了解用戶

• Write in plain language

  用簡單的語言寫

• Aim for concision, prioritize understanding
  力求簡潔，優先理解

• Ensure harmony between images and text

  確保圖像和文本之間的和諧

• Test for confidence

  測試信心

Understanding who you write for is not optional, it is the only way to create responsible and clear content. You need lots of curiosity and just enough research.

了解您的寫作對象不是可選的，這是創建負責任且清晰的內容的唯一方法。 您需要好奇心和足夠的研究 。

Plain language does not dumb things down, it makes information accessible to all.

樸素的語言不會使事情變得愚蠢，它使所有人都可以訪問信息。

With regards to the point about aiming for concision yet prioritizing understanding, while it is always good to aim to keep things short, you never want to do it at the expense of clarity and understanding. So comprehension should be your key measure of success, not a readability score.

關于著眼于簡潔而優先考慮的觀點，盡管總是盡量簡短，但您絕不希望以清楚和理解為代價。 因此，理解力應該是您成功的關鍵指標，而不是可讀性得分。

When assessing if something is clear, remember to zoom in and look at individual elements like headings and links, as well as zoom out to check how the entire page of content and entire service function as a whole, with coherent purpose.

在評估內容是否清晰時，請記住放大并查看標題和鏈接等單個元素，并縮小以檢查整個頁面內容和整個服務的整體目的是否一致。

關聯內容 (Connected content)

Connected content is designed in a way that integrates all related pieces into a comprehensive whole that is maintained over time.

連接內容的設計方式是將所有相關部分集成為一個隨時間推移得以維護的綜合整體。

From personal experience, this is the most challenging principle to make happen. In its absence, it becomes a roadblock for the higher-level capacity of content to be human and helpful and for the organizations to be able to meet their business objectives.

從個人經驗來看，這是最有挑戰性的原則。 在缺少它的情況下，它成為更高層次的內容能力變得人性化和有用以及組織能夠實現其業務目標的障礙。

為什么這很重要 (Why is this important)

Connected content reduces users’ cognitive burden, creates sustainable solutions, and improves findability.

連接的內容減輕了用戶的認知負擔，創建了可持續的解決方案，并提高了可發現性。

From a business perspective, it creates huge cost reductions and an amazing return on investment in content maintenance costs alone. It also enables organizations to accomplish their business goals more efficiently by removing duplicate and competing sources of information and getting users to the right information faster.

從業務的角度來看， 僅憑此內容維護成本 ，它就可以大幅降低成本并獲得驚人的投資回報。 它 還可以通過消除重復的和競爭的信息源并使用戶更快地獲得正確的信息，使組織更有效地實現其業務目標。

例子 (Examples)

Example 1

例子1

Screenshots of ‘Climate change’ and ‘Sustainability’ topics on Canada.ca.Canada.ca上“氣候變化”和“可持續性”主題的屏幕截圖。

As an information professional I know that often when people search for one thing, they may actually be looking for an antonym (the opposite).

作為一名信息專業人士，我知道人們經常在搜索一件事時實際上會在尋找反義詞(反義詞)。

So, for example, if I am looking for information on what house plants are safe, I might look for ‘safe house plants’ but I might also look for ‘toxic house plants’, as the opposite would give me an indication of what to avoid.

因此，例如，如果我要尋找有關哪些室內植物是安全的信息，我可能會尋找“安全室內植物”，但我也可能會尋找“有毒室內植物 ”，因為相反的情況會提示我避免。

Similarly, for those looking for ‘climate change’ they may actually want to know what is being done to be more sustainable, how are we reducing greenhouse gas emissions, what are we doing to reduce the use of plastic, how are we conserving electricity, etc.

同樣，對于那些尋求“氣候變化”的人來說，他們實際上可能想知道正在做些什么以提高可持續性，我們如何減少溫室氣體排放，我們正在做什么以減少塑料的使用，我們如何節約電力，等等

There is likely a user and a business benefit in combining and interconnecting ‘Climate change’ and ‘Sustainability’ topics.

結合并互連“氣候變化”和“可持續性”主題可能會給用戶和企業帶來好處。

Example 2

例子2

Screenshot of ‘How to renew your passport’ page on Canada.ca.Canada.ca上“如何更新護照”頁面的屏幕截圖。

‘’How to renew your passport page’ on Canada.ca tells a person that they can get help to open an application in the Help Centre, before giving them any instructions about how to renew the passport itself. Does this make sense?

” Canada.ca上的“如何更新護照頁面”告訴人們，在向他們提供有關如何更新護照本身的任何說明之前，他們可以在幫助中心打開應用程序。 這有意義嗎？

Is it logical for a person to get information about opening an application form before getting any other preliminary instructions such as eligibility requirements that make up the bulk of the actual page?

在獲得任何其他初步指示(例如構成實際頁面大部分的資格要求)之前，獲得一個有關打開申請表的信息是否合乎邏輯？

Providing an option to open an application at the ‘entrance’ to the page could effectively misdirect someone and create a very disjointed and error-prone experience. For example, further down on this page, it states that if someone wants to renew their child’s passport, they need to do something else. What if the person arrives on this page, wanting to renew their child’s passport, clicks on “open an application form” up at the top? How would they know they are missing important information? Would they be wasting time applying for the wrong thing? What if this is a particularly stressful time for them and the passport renewal for the child is urgent — maybe they want to take their child to see a grandparent who has been hospitalized in another country?

提供在頁面“入口”處打開應用程序的選項可以有效地誤導某人，并創建非常脫節且易于出錯的體驗。 例如，在此頁面的下方，它指出如果某人想要續簽孩子的護照，則需要做其他事情。 如果該人到達此頁面想要更新其孩子的護照，然后單擊頂部的“打開申請表”怎么辦？ 他們怎么知道他們缺少重要信息？ 他們會浪費時間申請錯誤的東西嗎？ 如果這對他們來說是一個特別壓力的時刻，并且為孩子續簽護照很緊急-也許他們想帶孩子去看在另一個國家住院的祖父母？

What’s worse is when a person clicks on the “open an application” form link, they end up on an FAQ page about Applying for a passport, rather than being taken to the actual ‘application form’ they may have expected, based on the link name. The question and answer page is yet another place that provides instructions on “How to renew your passport” or get a passport.

更糟糕的是，當一個人單擊“打開申請”表格鏈接時，他們最終進入有關申請護照的常見問題頁面 ，而不是被帶到他們可能期望的實際“申請表格”上名稱。 問答頁面是另一個提供有關“如何更新護照”或獲取護照的說明的地方。

This disconnect places a huge cognitive burden on a user, requiring them to sift through multiple places with same, similar or different information, wondering if any of it is comprehensive (since these 2 places of content on the topic might indicate that there are other sources of information on this topic that they have not yet discovered). This experience can create lots of distress for the user. The help alert at the top of the page is unclear, misleading, and interferes with a potentially friction-less and logical flow of the page.

這種脫節給用戶帶來了巨大的認知負擔，要求他們在具有相同，相似或不同信息的多個位置進行篩選，想知道其中是否有全面的信息(因為該主題上的這兩個位置可能表明還有其他來源他們尚未發現的有關此主題的信息)。 這種體驗會給用戶帶來很多困擾。 頁面頂部的幫助警報不清晰，具有誤導性，并干擾了頁面的潛在無摩擦和邏輯流動。

如何連接內容 (How to connect content)

To create connected content you need to look up, outward, sideways and you need a content strategy. But before you do any of this, you need to shift your mental model to ‘less is more’, realizing that too much-disconnected content on the same topic is a barrier to users and your business.

要創建連接的內容，您需要向上，向外，側向查找，并且需要一種內容策略。 但是在執行任何上述操作之前，您需要將思維模式轉變為“少即是多”，這是因為意識到同一主題上內容過多的內容是用戶和您的業務的障礙。

As part of your strategy, you need to know answers to the following questions:

作為策略的一部分，您需要知道以下問題的答案：

• What content is already out there on the topic, who created it, what is missing?
  該主題上已有哪些內容，是誰創建的，缺少什么？
• What are all the pieces of content?
  全部內容是什么？
• Where are these pieces?
  這些碎片在哪里？
• Who are your partners to link up all these pieces?
  您是誰的伙伴將所有這些環節鏈接在一起？
• What is the logical flow of these pieces?
  這些片段的邏輯流程是什么？
• How do you ensure these pieces are kept up-to-date?
  您如何確保這些作品保持最新狀態？

The idea really is to do an environmental scan, to understand what you already have, see what people in other areas of your organization are doing, find out what others outside of your organization are doing.

真正的想法是進行環境掃描，了解您已經擁有的東西，查看組織中其他部門的人員在做什么， 找出組織中其他人員的工作 。

You need to do this analysis with the following in mind:

您需要牢記以下幾點來進行此分析：

• Is there duplicated content out there?
  那里有重復的內容嗎？
• Is there competing or contradictory information?
  是否存在競爭或矛盾的信息？
• What is happening on other channels?
  在其他渠道上發生了什么？
• Is the information interlinked?
  信息是否相互關聯？
• Is this content relevant, sustainable, and is it being maintained?
  該內容是否相關，可持續且是否得到維護？

• Is there value in investing into making this content flexible and reusable (content modeling)?

  投資使該內容具有靈活性和可重用性( 內容建模 )是否有價值？

Remember, most of the time, you are not the only source of information on any given topic. And even if you are the ‘authoritative’ source of information on the topic (by the simple virtue that you are a government organization),

請記住，大多數時候，您不是有關任何給定主題的唯一信息來源。 即使您是該主題的“權威”信息源(簡單來說，您是政府組織)，

realize that people look for advice on many government processes and services outside of its system. They go to discussion boards, to third party professionals, to friends and others on the internet.

意識到人們在其系統之外尋求有關許多政府程序和服務的意見。 他們會去討論板，第三方專業人士，朋友以及互聯網上的其他人。

Government content is just part of the bigger content ecosystem on any topic. A humble perspective on where government information stands in relation to other information on the same topic can be very sobering and can help the public sector deliver better services to people.

政府內容只是任何主題上更大內容生態系統的一部分。 對政府信息相對于同一主題的其他信息所處位置的卑微看法可能會令人發醒，并可以幫助公共部門為人們提供更好的服務。

人為內容 (Human content)

Human content is designed with empathy to respect the varied human conditions and states.

設計人類內容時要善解人意，以尊重各種人類狀況和狀態。

為什么這很重要 (Why is this important)

It is important to create human content because it is the right and ethical thing to do.

創造人的內容很重要， 因為這是正確和符合道德的事情 。

Technology that respects human effort is functional, convenient, and reliable. It is thoughtful and accommodating; not arrogant or demanding. It understands that you might be distracted or differently-abled. It respects the limited time you have on this planet.

尊重人類努力的技術是實用，方便且可靠的。 體貼而又包容； 不自大或苛刻。 它了解您可能會分心或能力不同。 它尊重您在這個星球上有限的時間。

From an accessibility and inclusion perspective people are in a hurry, stressed, multi-tasking, some have low literacy, or suffer various impairments whether permanent or temporary. Content design needs to consider different knowledge, skills, experience, physical attributes, mental states, and technological access and literacy of humans who will engage with the information they produce.

從可訪問性和包容性的角度來看，人們急忙，壓力大，任務多，有些人的素養低或永久或暫時遭受各種損害。 內容設計需要考慮將要使用其產生的信息的人類的不同知識，技能，經驗，身體屬性，精神狀態以及技術獲取和素養。

例子 (Examples)

Example 1

例子1

Screenshot from ‘Grants and funding’ on Canada.ca showing a wizard asking what type of funding someone is looking for.Canada.ca上“贈款和資金”的屏幕截圖，顯示了向導詢問某人正在尋找哪種類型的資金。

Carlos is an artist and he is looking for funding related to Culture and Environment. His work is research-based, so he could be looking for funding related to the Research category as well. Why can’t he see all the finding options and filter out the ones he does not want to see? The required field is forcing him to make an artificial selection that does not reflect his situation and it will take him many separate attempts to see all the results that he needs. He wonders who is providing information about these grants (there are no breadcrumbs). He is surprised that Canada Council for the Arts grants are not listed when he selects “Arts, culture and sport” grants; he does not understand what types of grants are included and what the scope is. To add to his confusion, he also finds another page with a very different search interface and somewhat different information.

Carlos是一位藝術家，他正在尋找與文化和環境有關的資金。 他的工作是基于研究的，因此他可能也在尋找與“研究”類別相關的資金。 他為什么看不到所有發現選項并過濾掉不想看到的選項？ 必填字段迫使他做出不反映自己情況的人為選擇，這將需要他進行多次單獨嘗試才能看到他需要的所有結果。 他想知道誰在提供有關這些補助的信息(沒有面包屑)。 當他選擇“藝術，文化和體育”補助金時，加拿大藝術理事會的補助金未列入名單令他感到驚訝。 他不了解包括哪些類型的贈款以及范圍是什么。 更令人困惑的是，他還發現了另一個頁面，該頁面的搜索界面和信息有所不同。

Screenshot of ‘Funding opportunities and how to apply’ page on Canada.ca.Canada.ca上“資金機會和申請方法”頁面的屏幕截圖。

This page includes other grants not listed on the first page. Carlos is frustrated, as he cannot trust that any of these pages include comprehensive information. For professional artists, grants are often one of the main sources of income. Getting a grant is hard enough, so Carlos was hoping that the government would make it easy to at least find grants to apply for.

此頁面包括首頁上未列出的其他贈款。 卡洛斯(Carlos)感到沮喪，因為他不相信這些頁面中的任何頁面都包含全面的信息。 對于專業藝術家來說，贈款通常是主要的收入來源之一。 獲得補助金已經足夠困難，因此卡洛斯(Carlos)希望政府能夠至少輕松地找到要申請的補助金。

Example 2

例子2

Screenshot of ‘Apply for IM/IT jobs’ page on Canada.ca.Canada.ca上的“申請IM / IT職位”頁面的屏幕截圖。

Leo stumbled upon “Apply for IM/IT jobs” page while looking for a job. They have just graduated with a computer science major and are anxious about getting a job, as they have bills to pay. Leo was very happy to find this opportunity, but when they clicked on ‘Apply online’, they were taken to the “Women in technology” process application page. They were confused. Nowhere in the title of the page did it say this was an initiative for women only. Was this a mistake? They went back, looked at the page in more detail, saw some mention of women there too, finding it really confusing and deceptive. Leo was not sure if they could apply for this job, as they self-identified as non-binary. This whole experience left them feeling vulnerable and stressed at the time when they were already experiencing many challenges in life.

里奧在尋找工作時偶然發現“申請IM / IT工作”頁面。 他們剛剛獲得計算機科學專業的學位，并渴望找到工作，因為他們要付賬單。 Leo很高興找到這個機會，但是當他們單擊“在線申請”時，他們被帶到“技術領域的女性”過程申請頁面。 他們感到困惑。 在頁面標題中沒有任何地方說這只是針對女性的倡議。 這是一個錯誤嗎？ 他們回過頭來，更詳細地查看了該頁面，也看到那里的一些女人，發現它確實令人困惑和具有欺騙性。 獅子座不確定自己是否可以申請這份工作，因為他們自認是非二進制的。 當他們已經經歷了生活中的許多挑戰時，這整個經歷使他們感到脆弱和壓力。

如何制作人性化的內容 (How to make content that is human)

• Understand users’ environment
  了解用戶的環境
• Design with inclusivity and accessibility
  包容性和可訪問性的設計
• Design for worst case scenario
  針對最壞情況的設計
• Guide the user through the process
  引導用戶完成整個過程
• Eliminate distractions
  消除干擾

Do you really understand what kind of people your information is meant for? Are they in a precarious state and balancing multiple hardships?

您真的了解您的信息適用于什么樣的人？ 他們是否處于不穩定狀態并平衡多重困難？

• Is the content you create considerate and thoughtful?
  您創建的內容是否體貼周到？

• Does it respect the diversity of human situations and needs?

  它是否尊重人類處境和需求的多樣性 ？

• Is the content inclusive of different cultures, levels of privilege, genders and sexual expressions?

  內容是否包括不同的文化，特權級別， 性別和性表達 ？

• Is it designed for differently-abled, hurried, tired, those who are mourning or in distress?
  它是為能力不同，匆忙，疲倦，哀悼或遇難者設計的嗎？
• Does the content guide the user in a caring way, instead of leaving them hanging not knowing where to go next?
  內容是否以貼心的方式指導用戶，而不是讓他們不知下一步該怎么走？

• Does it remove disruptions such as visual clutter or unwanted marketing materials and “respect the reader’s limited time and attention?”

  它會消除視覺混亂或不必要的營銷材料等干擾，并“尊重讀者有限的時間和注意力嗎？”

有用的內容 (Helpful content)

Helpful content is designed in a way that allows users to get something done now.

有用內容的設計方式使用戶可以立即完成工作。

為什么這很重要 (Why is this important)

Users fulfilling their needs = Government fulfilling its operational needs.

用戶滿足其需求=政府滿足其運營需求。

And since government’s purpose is to serve people, the government needs to make things as simple as possible, especially when services are based on self-reporting, like tax systems for example. As one of the UK government’s design principles states: “Do the hard work to make it simple.”

而且由于政府的宗旨是為人民服務，因此政府需要使事情變得盡可能簡單，尤其是當服務以自我報告為基礎時，例如稅收制度。 正如英國政府的一項設計原則所指出的那樣： “ 努力工作以使其變得簡單 。”

例 (Example)

I shared many unhelpful examples to illustrate earlier principles, so here is one that is actually helpful.

我分享了許多無用的示例來說明較早的原理，因此這里有個實際的幫助。

Screenshot of ‘Contact Us’ page from A List Apart.A List Apart中“聯系我們”頁面的屏幕快照。

Even a ‘Contact us’ page can and should be thoughtfully designed. There are plenty of places where A List Apart could have placed a ‘mail to’ link: at the very top, at the end of “Please email us about” paragraph or, as they did, at the end of “You don’t need to email us about” paragraph.

甚至“聯系我們”頁面都可以并且應該經過精心設計。 在很多地方，“ A List Apart”都可以放置“郵件到”鏈接：在最頂部，“請給我們發送電子郵件”一段末尾，或者像在“您不告訴我們”末尾那樣需要給我們發送電子郵件”段落。

Why is it better to put the ‘mail to’ link at the very end?

為什么最好在最后放置“郵件到”鏈接？

A List Apart did the work to think about what they will respond to and what they won’t reply to. They made it clear and transparent. They showed me that they respect my time and don’t want me to send them something that they will simply ignore. As a user, I feel informed and cared for. Having all the information I need, I can then make a choice about whether to send an email or not.

List Apart所做的工作是思考他們將如何回應以及他們不會回應的事情。 他們使其變得清晰透明。 他們告訴我他們尊重我的時間，不希望我向他們發送一些他們會忽略的東西。 作為用戶，我感到有見識和關心。 有了我需要的所有信息之后，我就可以選擇是否發送電子郵件。

如何使內容有用 (How to make content helpful)

• Be accountable
  負責
• Focus on task
  專注于任務
• Don’t just give answers, ensure resolution
  不要只是給出答案，要確保解決方案
• Assess for impact
  評估影響

Accountability takes on many forms. You need to establish success metrics and get agreement and sign off on these. Create a content maintenance plan. Follow up with the stakeholders involved.

問責制有多種形式。 您需要建立成功指標并達成協議并在這些指標上簽字。 創建內容維護計劃。 跟進相關的利益相關者。

Your work on content does not end when content is ‘live’. It’s a relationship.

當內容為“實時”時，您對內容的工作不會結束。 這是一種關系。

To focus on tasks, use user stories or journey maps or whatever research you have at hand to understand and prioritize action.

要專注于任務，請使用用戶故事或旅程圖或您手頭上的任何研究來理解和確定操作的優先級。

Often, an answer to a question does not help someone resolve the problem or complete a task. This is why call centre agents, librarians, anyone working with people are always asked to probe for the real need. Static content cannot probe to better understand, so it is the designers’ responsibility to ensure that they have done their due diligence in research and testing to truly understand what will leave a person satisfied with a service they came to use.

通常，對問題的答案并不能幫助某人解決問題或完成任務。 這就是為什么總是要求呼叫中心代理，圖書館員以及與他人一起工作的任何人來探究真正的需求 。 靜態內容無法探究以便更好地理解，因此設計師有責任確保他們在研究和測試中進行了盡職調查，以真正了解使人們對使用的服務感到滿意的情況。

Don’t just use analytics to measure outputs, focus instead on outcomes. Numbers can mean lots of things, interpreting them correctly requires combining quantitative and qualitative data.

不要只使用分析來衡量輸出，而要關注結果。 數字可能意味著很多事情，正確地解釋它們需要結合定量和定性數據。

Designing for humans, and especially in the context of the public sector, means that our designs have real-world implications and impact people’s lives, so be thoughtful, be kind, be human! Be helpful!

為人類設計，尤其是在公共部門的環境中，意味著我們的設計具有現實意義，并影響著人們的生活 ，因此要體貼，友善，成為人類！ 有幫助！

資源資源 (Resources)

評估內容清單 (Checklist for assessing content)

To help you quickly assess content using these lenses, I created a Content design heuristic checklist with questions to guide you through every lens.

為了幫助您使用這些鏡頭快速評估內容，我創建了一個內容設計啟發式清單，其中包含一些問題，以指導您全面了解每個鏡頭。

其他內容啟發式和原則 (Other content heuristics and principles)

• Seven principles for effective content design

  有效內容設計的七個原則

• UX Writers Collective — UX Writing Best Practices Checklist

  UX作家集體-UX寫作最佳實踐清單

• A checklist for content work

  內容工作清單

• Information architecture heuristics

  信息架構啟發式

• Content Analysis: A Practical Approach

  內容分析：實用方法

• Content analysis heuristics by Boxes and Arrows

  通過Boxes and Arrows進行內容分析啟發式

• Towards content quality

  追求內容質量

• How to evaluate content using a content scorecard

  如何使用內容記分卡評估內容

• Content strategy checklist

  內容策略清單

• A simple content strategy checklist for your website redesign project

  您的網站重新設計項目的簡單內容策略清單

• All content is marketing pyramid

  所有內容都是營銷金字塔

• Must-Have Checklist to Creating Valuable Content

  創建有價值內容的必備清單

翻譯自: https://uxdesign.cc/principles-of-good-content-design-4c55622c9919

設計類的五個原則

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