We talked with Alena - UI/UX designer from Speedshield Technologies, Australia, about the importance of design for the company’s digital presence: web and social media. 我们与来自澳大利亚Speedshield技术公司的UI/UX设计师Alena讨论了设计对于公司的数字存在的重要性:网络和社交媒体。
Hi Alena, can you please tell us a little bit more about yourself. 嗨，Alena，您能告诉我们更多有关您的信息吗？ I am UI/UX designer, currently working at Speedshield Technologies, Australia. I started my career as a graphic designer moving to Web Design, UI, and UX. Through 13 years of experience, I was lucky enough to launch my own e-commerce and digital product, the same as working with many companies and startups from all around the world helping them to develop their products. 我是UI/UX设计师，目前工作在澳大利亚Speedshield技术公司。我的职业生涯从一个平面设计师转向了网页设计、UI和用户体验。凭借13年的工作经验，我很幸运地推出了自己的电子商务和数码产品，与世界各地的许多公司和初创公司合作，帮助他们开发自己的产品。
What is important to remember when designing a website? 设计网站时要记住哪些重要事项？ All companies are different, therefore all websites are. Identify what are your goals as a business and what are your customer’s goals. Answers to those questions will lead your ‘Design Process’. For example, If you are a cosmetic salon while talking about your company’s services, products, or team of specialists don’t forget to provide an appointment booking feature for your users. Often I see how company owners overwhelm their customers with information ignoring primary customer’s needs.Keep consistent with your ‘Brand Identity’. Consistency across all company products is crucial for brand recognition. And I am not only talking about having your logo at the top right corner of the website. Following your tone and voice guideline is as important as using the right colour pallet through your product.Look at the big picture. How does your website fit into your entire business ecosystem? Identifying your website role within company structure will influence its design. Do you use your website to inform your customers about the location of your coffee shop or is your entire marketing strategy built around the website? 所有的公司都不一样，所以所有的网站都不一样。确定企业的目标是什么，客户的目标是什么。这些问题的答案将引导您的“设计过程”。例如，如果您是一家美容沙龙，在谈论公司的服务、产品或专家团队时，不要忘记为用户提供预约功能。我经常看到公司老板用信息压倒他们的客户，而忽略了客户的主要需求。与您的“品牌身份”保持一致。公司所有产品的一致性是品牌识别的关键。我说的不仅仅是把您的logo放在网站的右上角。遵循您的语气和声音指南与在您的产品中使用正确的颜色平台一样重要。从大局出发。您的网站如何融入整个商业生态系统?确定网站在公司结构中的角色会影响网站的设计。您是通过您的网站来告诉您的客户您的咖啡店的位置，还是您的整个营销策略都建立在网站上?
Do you think the quality of design for social media is as important as the quality of design for a website? 您认为社交媒体的设计质量和网站的设计质量一样重要吗? Partially, yes. As I mentioned, staying within design guidelines has its obvious advantages when it comes to brand recognition. Though, I should say that Social Media gives us an opportunity to expand our brand voice. Along with communicating our visual identity, we get an opportunity to communicate our brand personality through memes, quotes, and even having a conversation with our clients in the comments section. For example, Australian cosmetics brand Frank Body uses pastel peachy colors, quirky icons, and monospaced font to express their chicky ‘Visual Identity’, and using related memes from Mean Girls, Friends, and Paris Hilton, that might not be pastel or quirky looking but communicate the voice and character of the brand. 部分，是的。正如我所提到的，在设计品牌识别方面，遵循设计准则具有明显的优势。不过，我应该说，社交媒体为我们提供了扩展品牌影响力的机会。除了传达我们的视觉形象外，我们还有机会通过模因，引语甚至在评论部分与客户进行对话来传达我们的品牌个性。例如，澳大利亚化妆品品牌Frank Body使用柔和的桃红色，古怪的图标和等宽字体来表达其小巧的“视觉识别”，并使用Mean Girls，Friends和Paris Hilton的相关模因，看起来可能并不柔和或古怪的外观，但传达了品牌的声音和特征。
Does your social media page need a specific design and why?您的社交媒体页面需要特定的设计吗?为什么? Social Media is about telling your story. Personally, I think what is important here is to get a message across, give people an understanding of what you are all about, engage in conversation, even entertain sometimes. Keeping consistent within brand guidelines is a plus, but you shouldn’t be afraid to ‘break the rules’ if it will help you to speak your voice. 社交媒体就是讲述您的故事。我个人认为，重要的是传达信息，让人们了解您，参与谈话，有时甚至娱乐。与品牌方针保持一致是一个优点，但如果它能帮助您说出自己的声音，您就不应该害怕“打破规则”。
Why should I do user research? 我为什么要做用户研究? Having user-centered approach to your product is important. There are many different technics to learn about your users and capture their feedback. Start with a simple “Leave Feedback” button on your website. Set up an analytics system into your website backend. Conduct user interviews and user testing sessions.Analyzing your users will help you to improve your product, for example, on the user testing session, you noticed that users skip on some important information, consider a different design to highlight the section or place in a more appropriate place. In your “Feedback tickets” system you might see that 40% of users asking to have the “Save to favorite” button your e-commerce website, consider implementing one. Don’t be afraid of the user’s feedback and always take it into consideration. 以用户为中心的产品非常重要。有许多不同的技术可以了解用户并获取他们的反馈。在您的网站上从一个简单的“留下反馈”按钮开始。在您的网站后端建立一个分析系统。进行用户访谈和用户测试。分析用户将有助于您改进产品，例如，在用户测试期间，您发现用户跳过了一些重要信息，考虑使用其他设计来突出显示该部分或放置在更合适的位置。在“反馈票证”系统中，您可能会看到40％的用户要求在电子商务网站上使用“保存到收藏夹”按钮，请考虑实施一个。不要害怕用户的反馈，一定要把它考虑进去。
What are the common mistakes companies make in building a digital presence?公司在建立数字存在时，通常会犯哪些错误? Inconsistency and disconnectivity are the most common mistakes that businesses make. It’s important to find all the touchpoints with your customers and make sure that you provide cohesive and consistent experiences. Test and analyze, continual testing will help you to keep the quality and implement new strategies, analyzing will bring the right user insights to drive your product forward. 不一致和不连接是企业最常见的错误。重要的是要找到与客户的所有接触点，并确保提供连贯一致的体验。测试和分析，持续的测试将帮助您保持质量和实施新的策略，分析将带来正确的用户洞察，从而推动您的产品前进。 Previous news on CHI social 以前的CHI social 新闻 Previous news on CHI media 以前的CHI media 新闻
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