张罗网络令人上瘾的策略

  Facebook and Instagram have told the BBC that their apps are
designed to bring people together and that they never set out to create
addictive products.

Trigger

Human Interface Design

[用户界面设计]

It’s not enough to create an app that works. Users expect iOS apps to be
intuitive, interactive, and engaging. Think about the user experience as
you design every aspect of your app, from the features you choose to the
way your app responds to a gesture.

[只是创设一个能够平常办事的App还是不够的。用户期待IOS应用是直观的、可交互的同时可以的。
在您设计应用程序每一个部分的时候,你都必要考虑你的施用的用户体验,从您选择要素到您的行使对一个手势的响应措施]

 

4166.am 1

 

Although users might not be aware of human interface design principles,
they can tell when apps follow the guidelines and when they don’t.
Follow the principles and conventions 4166.am,spelled out(阐明) in iOS
Human Interface Guidelines to design a superlative user interface and
user experience for your product.

[固然用户对用户界面设计规则不太熟练,然而用户会分晓如何时候使用遵守了布置规则,哪一天利用尚未遵循那几个规划规则。遵循IOS用户界面设计方针中申明的条条框框和公约为您的产品设计三个尖端的用户界面和用户体验。]

 

THE END !

日期:2012-10-12

If this trend runs its course, consumers will suffer as the tech
industry becomes less vibrant. Less money will go into startups, most
good ideas will be bought up by the Titans and, one way or another, the
profits will be captured by the giants.

  Aza Raskin from the Centre for Humane Technology said social media
companies deliberately use addictive technology in their apps in order
to lure us in to spending as much time on their platforms as possible.

The last phase of the Hook is where the user is asked to do bit of work.
This phase has two goals as far as the behavior engineer is concerned.
The first is to increase the odds that the user will make another pass
through the Hook when presented with the next trigger. Second, now that
the user’s brain is swimming in dopamine from the anticipation of reward
in the previous phase, it’s time to pay some bills. The investment
generally comes in the form of asking the user to give some combination
of time, data, effort, social capital, or money.

The platforms have become so dominant because they benefit from “network
effects”. Size begets size: the more sellers Amazon, say, can attract,
the more buyers will shop there, which attracts more sellers, and so on.
By some estimates, Amazon captures over 40% of online shopping in
America. With more than 2bn monthly users, Facebook holds sway over the
media industry. Firms cannot do without Google, which in some countries
processes more than 90% of web searches. Facebook and Google control
two-thirds of America’s online ad revenues.

  addictive 使人上瘾的

A company that forms strong user habits enjoys several benefits to its
bottom line. For one, it creates associations with “internal triggers”
in users’ minds. That is to say, users come to the site without any
external prompting. Instead of relying on expensive marketing or
worrying about differentiation, habit-forming companies get users to cue
themselves to action by attaching their services to the users’ daily
routines and emotions. A cemented habit is when users unconsciously
think, I’m bored, and Facebook instantly comes to mind. They think, I
wonder what’s going on in the world? and before rational thought kicks
in, Twitter is the answer. The first-to-mind solution wins.

  endless scroll 无限下拉滚动

After the trigger comes the intended action. Here, companies leverage
two pulleys of human behavior: motivation and ability. To increase the
odds of a user taking the intended action, the behavior designer makes
the action as easy as possible, while simultaneously boosting the user’s
motivation. This phase of the Hook draws on the art and science of
usability design to ensure that the user acts the way the designer
intends.

但现行反革命新的店堂准入门槛已经很高了,facebook拥有整个世界最大的用户数据,亚马逊有最

  实习编辑:朱子发 主要编辑:赵润琰

The trigger is the actuator of a behavior — the spark plug in the Hook
model. Triggers come in two types: external and internal. Habit-forming
technologies start by alerting users with external triggers like an
email, a link on a website, or the app icon on a phone. By cycling
continuously through these hooks, users begin to form associations with
internal triggers, which become attached to existing behaviors and
emotions. Soon users are internally triggered every time they feel a
certain way. The internal trigger becomes part of their routine
behavior, and the habit is formed.

Second, trustbusters need to think afresh about how tech markets work. A
central insight, one increasingly discussed among economists and
regulators, is that personal data are the currency in which customers
actually buy services. Through that prism, the tech titans receive
valuable information—on their users’ behaviour, friends and purchasing
habits—in return for their products. Just as America drew up
sophisticated rules about intellectual property in the 19th century, so
it needs a new set of laws to govern the ownership and exchange of data,
with the aim of giving solid rights to individuals.

  habit-forming (活动)易上瘾的

A reader recently wrote to me, “If it can’t be used for evil, it’s not a
superpower.” He’s right. And under this definition, habit design is
indeed a super power. If used for good, habits can enhance people’s
lives with entertaining, and even healthful, routines. If used to
exploit, habits can turn into wasteful addictions.

  business model 商业形式

Superpower

What to do? In the past, societies have tackled monopolies either by
breaking them up, as with Standard Oil in 1911, or by regulating them as
a public utility, as with AT&T; in 1913. Today both those approaches
have big drawbacks. The traditional tools of utilities regulation, such
as price controls and profit caps, are hard to apply, since most
products are free and would come at a high price in forgone investment
and innovation. Likewise, a full-scale break-up would cripple the
platforms’ economies of scale, worsening the service they offer
consumers. And even then, in all likelihood one of the Googlettes or
Facebabies would eventually sweep all before it as the inexorable logic
of network effects reasserted itself.

  Sandy·帕拉吉鲁斯在 二〇一三年和
二〇一三年间担任照片墙的平台运维主管,他说她在任时期,公司里面确实发现到推特简单让用户上瘾。

The tactics that the best digital brands use to stay relevant in users’
minds and lives.

None of this will be simple, but it would tame the titans without
wrecking the gains they have brought. Users would find it easier to
switch between services. Upstart competitors would have access to some
of the data that larger firms hold and thus be better equipped to grow
to maturity without being gobbled up. And shareholders could no longer
assume monopoly profits for decades to come.

  Sandy Parakilas, who was a platform operations manager at Facebook
in 2011 and 2012, said there was definitely an awareness that Facebook
was habit-forming when he worked at the company.

初稿地址

bee’s knees: an excellent person and thing

  lure 诱惑,吸引

Habit-forming technology creates associations with “internal triggers,”
which cue users without the need for marketing, messaging, or other
external stimuli.

The less severe contest

  阿扎说他表达这些作用的目标不是为着勾住用户,但她意味着,许多社交媒体集团的商业情势意在让用户呆在线上的年月最大化。他说,那鼓励设计师们想出一些能引发用户的技术门槛。

Creating associations with internal triggers comes from building the
four components of a Hook — a trigger, action, variable reward, and
investment.

The lack of a simple solution deprives politicians of easy slogans, but
does not leave trustbusters impotent. Two broad changes of thinking
would go a long way towards sensibly taming the Titans. The first is to
make better use of existing competition law.Trustbusters
should scrutinise mergers to gauge whether a deal is likely to
neutralise a potential long-term threat, even if the target is small at
the time. Such scrutiny might have prevented Facebook’s acquisition of
Instagram and Google’s of Waze, which makes navigation software. To
ensure that the platforms do not favour their own products, oversight
groups could be set up to deliberate on complaints from rivals—a bit
like the independent “technical committee” created by the antitrust case
against Microsoft in 2001. Immunity to content liability must go, too.

  脸谱和相片墙告诉
BBC他们的应用程序的规划意见是让大千世界聚在一起,而尚未想付出让人上瘾的成品。

First-to-Mind Wins

America’s trustbusters have given tech giants the benefit of the doubt.
They look for consumer harm, which is hard to establish when prices are
falling and services are “free”. The firms themselves stress that a
giant-killing startup is just a click away and that they could be
toppled by a new technology, such as the blockchain. Before Google and
Facebook, Alta Vista and MySpace were the bee’s knees. Who remembers
them?

  platforms 平台

成都百货上千的社交互连网让许多人上瘾,而略带人的上瘾程度堪比吸食海洛因。推特,Facebook等应酬网络从它们建立的用户习惯中赢得了尽头的经济价值,让人上瘾是手段,令人出资是目标。一开头,人们必要自然的诱因,外在的依旧内在的,社交网络让无聊的活着有意思正是二个内在的诱因,属于无意和无理性的,当你打开应用时,它立即给您塑造了梦想,让您行动起来,上传图片得赞,评论有回答,创建各类奖励不断推向您参加。接下来让你掏腰包的时光到了,因为您的梦想值扩充了,要求更进一步的振奋,而这一个须求付费。最终只要您在社交网络中获得神乎其神的开心,那么你势必上瘾了。那恐怕也总算共赢,你得到了在别处没有的欢腾,而社交网络获得了金钱。

beget: to cause something to happen or exist 

  人文技术大旨(Centre for Humane
Technology)的阿扎·Ruskin说,社交媒体公司故目的在于他们的应用程序中采纳令人上瘾的技艺,以引发大家尽量多地呆在他们的阳台上。

The degree to which a company can utilize habit-forming technologies
will increasingly decide which products and services succeed or fail.

plaudits: strong approval 

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