在medium上看到一篇好文，本着学习英语也是今年的目标之一的初衷翻译了此篇博客。

第一次，真的是第一次。感觉翻译的真TMD差。

I wrote down twelve design principles for our team to help us make design decisions.

为了帮助我们团队做出设计决定，我写下了12天设计原则。

1. Define the problem first

Digital design always solves a problem, otherwise it would be pixel art. Understanding the problem thoroughly is essential to design successful solutions. When discussing the product and design internally, always define the problem first before proposing solutions. Thoroughly research the problem before coming up with suitable solutions.

1.首先明确问题

数字设计总是为了解决问题的，否则它就是艺术品了。彻底理解问题的本质才能设计出成功的解决方案。

当我们决定从产品内部开始设计时，在提出解决方案前纵使要明确问题。彻底的研究问题在提出合适的解决方案前。

2. Create more value by creating less

Simplicity is the key to great user experiences. Create fewer features, but make them great instead of just good. Show fewer elements, use simplistic styling to reduce cognitive load. Dare to say ‘No’ to prevent the core functionalities from being lost in the noise.

2.通过更少的设计创造更大的价值

简单是创造伟大的用户体验的关键。提供较少的功能，但是要使得他们伟大而不只是好而已。显示较少的组件，通过简化减少初始化的认知成本，敢于说“不”，阻止核心功能迷失在噪音中。

3. Design performs

Good design helps the company achieve its business goals. A design is successful when conversion and engagement are getting measurably better. Insights into product performance is key, they should be easily accessible for everyone in the company to make everyone understand which problems are worth to be solved.

3.执行设计

好的设计帮助公司达到商业目标。一种设计只有在能够成功测量的情况下才是好的。对产品性能的洞察力是关键，他们能够展示并且被公司的每个成员明白哪种问题才是值得被解决的。

4. Strive for consistency

Be consistent with layouts, design elements, typography and interaction to reduce the cognitive load for the user. Use the style guide as a box of legos where you can take the pre-defined building blocks to create consistent user experiences. We are not designing screens or features, we are designing a platform agnostic service with a consistent user experience.

4.保持一致性

在布局、设计组件、字体和交互方面保持一致性，来减少用户的认知成本。使用样式指南等方式在设计开始就建立设计规范来提升用户体验。我们不是设计屏幕或者功能，我们设计的是一致的用户体验。

5. Focus the user on one primary action at a time

Guide the user by focusing screens, views or actions on one primary task. Be ruthless with the prioritization, make the choices stupidly simple. Limit distraction. All elements and styling that are not helping the user focus on the primary task can be considered as visual clutter and a huge distraction for the user. Be aware that everything in the interface has to be processed by the user’s brain, the less there is to process the lower the cognitive load is.

5.聚焦在用户某一时刻的主要行动

通过聚焦在屏幕中来引导用户，查看或者操作某个主要任务，需要坚决执行优先级顺序，通过简单的选择，有限的方向，所有的组件元素和式样如果不能帮助用户聚焦在主要任务上就应该被认为视觉混乱并且是很大程度上会分散用户的注意力。

6. Minimize user input

User input takes a lot of effort and time. Always strive for the least amount of user input to reach a goal. Every input that is required from the user increases the friction that the user experiences and increases the chance on giving up.

6.最小化的用户输入

用户输入浪费了大量精力和时间。通常我们会为了最少的用户输入来达到目标而努力。每一个输入都应该要求从用户体验以及提高用户的放弃成本出发考虑。

7. Use your user’s language

Words can both clarify and confuse users. Choose the language your users are using. Choose clarity and be concise. Descriptive and helpful is the primary aim, adding personality secondary. Don’t sound like a system, we are all humans.

7.使用用户语言

词语能够使用户清晰或者混淆。选择你的用户正在使用的语言。选择清晰简明的语言。描述对目标有帮助是首要的，增加个性化是次要的。不要听起来像机器，我们是人类。

8. Make decisions for the user

Don’t be afraid to make decisions for the user. Offering less choice and options will give the user a more confident feeling, because there is less to worry about. Be aware of the paradox of choice; offering a lot of choice will make the user feel overwhelmed because he/she needs to asses each and every option if it meets his/her goal.

8.为你的用户做决定

不要害怕为你的用户做决定。提供更少的选择和设置能够给你的用户更多的信心，因为他们不需要考虑太多。要意识到选择的悖论；提供大量的选择会使用户感觉被控制因为他们为了实现自己的目标需要进行每一项设置。

9. Design with strong visual hierarchy

There are many ways to create visual hierarchy in a design, position, size, color, space. Determine a strict visual hierarchy in every design. Don’t let elements, actions or features compete for attention.

9.通过强大的视觉层次

有很多种方式在设计中创造视觉层次，通过位置、尺寸、颜色、距离。制定严格的视觉层次是非常考验设计能力的。不要让元素、动作和功能分散注意力。

10. Align elements

The easiest way to accomplish visual balance is to align elements and structure designs with a clear grid. It guides us in the right direction when placing elements and determine dimensions, and it makes it easier for the user to process the interface.

10.对齐元素

最容易实现视觉平衡的方式是对齐元素以及结构设计清晰。它会引导我们走向正确的设计方向当我们放置元素以及决定它的尺寸的时候，通常会使界面的使用变得容易。

11. Don’t go for ‘WOW’, go for ‘of course’

Never chase the ‘wow-effect’. Product design succeeds when it solves the problem or need of our users in the best possible way. Design the product effective & delightful. The reaction we are after from our users is “Of course, that is obvious”.

11.不要为了“wow”，为了“当然”设计

绝不要追逐“wow”的效果，产品设计的成功是在他解决了问题或者被我们的用户以最可能的方式需要的情况下，让产品设计的有效和令人愉悦。我们提供的产品应该让用户有“当然，显而易见”的反应。

12. Design for change

No design is ever finished or done. Don’t be afraid of throwing away work, features or designs, good design is always evolving and grows with the business. Design with change in mind will allow us to quickly adapt to new learnings and insights. Every feature or functionality that is introduced needs time to improve. Once something is launched, evaluating performance and iteration should be the focus.

12.为改变设计

设计是没有终结的。不要害怕返工，功能或者设计，好的设计是随着商业目标而进化的。为改变而设计会使我们尽快适应新的学习和洞察力。每一个功能介绍需要时间来改进。一旦启动，评估工作以及迭代应该被重视。