BTW, Mr.QT, thanks for ur help~
2009年3月25日星期三
My first as 3.0 application
My first as 3.0 application, a player for images on disney.cn
BTW, Mr.QT, thanks for ur help~
BTW, Mr.QT, thanks for ur help~
2009年3月18日星期三
The $300 Million Button
By Jared M. Spool
Originally published: Jan 14, 2009
[While Luke Wroblewski was writing his well-received book, Web Form Design: Filling in the Blanks, he asked if I could think of an example where a change in a form's design made a noticeable difference in business. "You mean like $300 million of new revenue?" I responded. "Yes, like that." said Luke. So I wrote this article, which he published in his book.]
当Luke Wroblewski正在写他那本畅销书《网页表单设计：在空格中填字》的时候，他问我有没有这么一个例子：一个表单设计的改变造就了商业上引人注目的不同。“你的意思是比如3亿美元的新收入？”我说， “对，就是那样子的！” luke回复到。于是我写了这篇已经被收录在他书中的文章
How Changing a Button Increased a Site's Annual Revenues by $300 Million
It's hard to imagine a form that could be simpler: two fields, two buttons, and one link. Yet, it turns out this form was preventing customers from purchasing products from a major e-commerce site, to the tune of $300,000,000 a year. What was even worse: the designers of the site had no clue there was even a problem.
The form was simple. The fields were Email Address and Password. The buttons were Login and Register. The link was Forgot Password. It was the login form for the site. It's a form users encounter all the time. How could they have problems with it?
The problem wasn't as much about the form's layout as it was where the form lived. Users would encounter it after they filled their shopping cart with products they wanted to purchase and pressed the Checkout button. It came before they could actually enter the information to pay for the product.
The team saw the form as enabling repeat customers to purchase faster. First-time purchasers wouldn't mind the extra effort of registering because, after all, they will come back for more and they'll appreciate the expediency in subsequent purchases. Everybody wins, right?
更改一个按钮是如何让网站营业额增加3亿美金的
很难想到比这更简单的表单了：2个输入框，2个按钮，1个链接。事实是这个表单正在妨碍用户从一个大型电子商务网站上付钱买东西，妨碍了多少呢？大约3亿美元一年。更糟糕的是网站的设计师根本没有觉察到有这么一个问题存在。
这个表单太简单了，输入框分别是邮箱地址和密码，按钮是登录和注册，链接是忘记密码。这是网站的登录表单，用户到处都会碰到这玩意，怎么可能有问题呢？
表单结构也许有些问题，但更严重的可能是它出现的时机。当用户在购物车中填满想要购买的商品，点击“付款”按钮的时候就会见到它。在用户基本上已经卷起袖子准备签单的时候，它蹭的蹦出来了。
团队成员认为这个表单可以让客户更快的购买东西。第一次来买东西的人不会介意花一点点时间注册——因为，以后他们还可能回来买更多的东西，他们会感谢在今后购买时的便利，所有人都得利，不是么？
"I'm Not Here To Be In a Relationship"
We conducted usability tests with people who needed to buy products from the site. We asked them to bring their shopping lists and we gave them the money to make the purchases. All they needed to do was complete the purchase.
We were wrong about the first-time shoppers. They did mind registering. They resented having to register when they encountered the page. As one shopper told us, "I'm not here to enter into a relationship. I just want to buy something."
Some first-time shoppers couldn't remember if it was their first time, becoming frustrated as each common email and password combination failed. We were surprised how much they resisted registering.
Without even knowing what was involved in registration, all the users that clicked on the button did so with a sense of despair. Many vocalized how the retailer only wanted their information to pester them with marketing messages they didn't want. Some imagined other nefarious purposes of the obvious attempt to invade privacy. (In reality, the site asked nothing during registration that it didn't need to complete the purchase: name, shipping address, billing address, and payment information.)
“我不是为了和你们搞关系才来这里的”
我们针对那些在网站上购买产品的人们做了一场可用性测试。我们请他们购买一系列想要的商品，并提供给他们钱来支付，他们所要做的仅仅是完成整个购物流程。
在测试中我们发现之前对初次购物者的看法是错误的，他们十分在乎注册这个事情。他们十分厌恶到达这个页面就必须要注册。一位顾客对我说“我不是为了和你们搞关系才来这里的，我只想要买东西”
还有一些顾客不记得自己之前是不是来过这个网站，于是尝试输入不同的邮箱地址和密码组合，随着一次次的失败他们开始抓狂。总的来说，用户对注册的抵制程度让我们十分吃惊。
当不知道“注册”的后面包含着什么内容的时候，用户对点击那个按钮都抱着一种绝望的感觉。许多人嚎叫着说那些零售商就是想方设法收集自己的信息，好在某一天给他们发送那些邪恶的广告和促销信息，还有些人甚至觉得这整个就是一阴谋，很明显是用来侵犯个人隐私的。
Not So Good For Repeat Customers Either
Repeat customers weren't any happier. Except for a very few who remembered their login information, most stumbled on the form. They couldn't remember the email address or password they used. Remembering which email address they registered with was problematic - many had multiple email addresses or had changed them over the years.
When a shopper couldn't remember the email address and password, they'd attempt at guessing what it could be multiple times. These guesses rarely succeeded. Some would eventually ask the site to send the password to their email address, which is a problem if you can't remember which email address you initially registered with.
(Later, we did an analysis of the retailer's database, only to discover 45% of all customers had multiple registrations in the system, some as many as 10. We also analyzed how many people requested passwords, to find out it reached about 160,000 per day. 75% of these people never tried to complete the purchase once requested.)
The form, intended to make shopping easier, turned out to only help a small percentage of the customers who encountered it. (Even many of those customers weren't helped, since it took just as much effort to update any incorrect information, such as changed addresses or new credit cards.) Instead, the form just prevented sales - a lot of sales.
让用户反复去做一件事情没有一点好处
让用户反复去做一件事情不会产生任何愉悦。除了那些极少数记得自己注册信息的人，大部分的用户都被表单绊倒了，他们不记得自己的曾用过的邮箱名称和密码。让用户记住自己注册时使用的邮箱地址本身也很有问题，因为许多人都拥有不止一个邮箱，或也许某个邮箱已经被抛弃很多年了。
当一个用户记不住邮箱地址和密码的时候，他们会进行好几次的猜测和尝试。猜测很少成功，一些人最终要求网站把密码发到他们的邮箱里，然而这也有问题，如果你记不住自己注册时使用的邮箱地址的话。
（后来，我们依据零售数据库做了一个统计，发现所有顾客中有45%的人在系统中注册了多次，一些人甚至注册了10个帐号。我们还研究了有多少顾客索取密码，发现每一天的请求量就是16万次，在这之中75%的人发送请求后就停止了购买行为。）
这个本来想方便大多数人的表单，其实只方便了很小部分的顾客。（哪怕这小部分用户也没有真的方便到，因为他们一样要花精力来更新自己的资料，比如收件地址和信用卡号） 最直接的结果就是这个表单妨碍了营业额——非常非常多的营业额。
The $300,000,000 Fix
The designers fixed the problem simply. They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."
The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.
On my answering machine is the message I received from the CEO of the $25 billion retailer, the first week they saw the new sales numbers from the redesigned form. It's a simple message: "Spool! You're the man!" It didn't need to be a complex message. All we did was change a button.
价值3亿美金的修复
设计师们解决的方法非常简单：他们干掉了注册按钮，取而代之的是一个继续按钮，还有一小段话“在我们网站上您可以直接购物而不需要专门建立一个帐户，点击继续去支付。如果您希望以后更方便的购物，也可以在结账时顺便创建一个帐户”
结果：购买商品的顾客数量上升了45%。在第一个月就创造了1千5百万的额外购买额，在第一年整个网站获得了额外3亿美金的交易额。
在我的留言机上有一条信息，是一家250亿美金规模零售商的CEO发来的。当他们看见第一周的新销售额（来自一个重新设计的表单）后发了这条简短的信息：“靠，你真他妈行！”。其实不需要更复杂的表诉了，因为我们仅仅是换了一个按钮而已：）
Learn More About Web Form Designs with Luke Wroblewski
One of our most popular speakers at both the User Interface Conferences and the Web App Summit is Luke Wroblewski. If you're looking to make your application's forms deliver a more succinct and crisp user experience, then you don't want to miss out on Luke's session at the Web App Summit on April, 19, 2009 in Newport Beach CA.
Share Your Thoughts with Us
Have you seen results from changes to your forms? We'd love to hear your experiences. Share them with us on the Brain Sparks blog.
Originally published: Jan 14, 2009
[While Luke Wroblewski was writing his well-received book, Web Form Design: Filling in the Blanks, he asked if I could think of an example where a change in a form's design made a noticeable difference in business. "You mean like $300 million of new revenue?" I responded. "Yes, like that." said Luke. So I wrote this article, which he published in his book.]
当Luke Wroblewski正在写他那本畅销书《网页表单设计：在空格中填字》的时候，他问我有没有这么一个例子：一个表单设计的改变造就了商业上引人注目的不同。“你的意思是比如3亿美元的新收入？”我说， “对，就是那样子的！” luke回复到。于是我写了这篇已经被收录在他书中的文章
How Changing a Button Increased a Site's Annual Revenues by $300 Million
It's hard to imagine a form that could be simpler: two fields, two buttons, and one link. Yet, it turns out this form was preventing customers from purchasing products from a major e-commerce site, to the tune of $300,000,000 a year. What was even worse: the designers of the site had no clue there was even a problem.
The form was simple. The fields were Email Address and Password. The buttons were Login and Register. The link was Forgot Password. It was the login form for the site. It's a form users encounter all the time. How could they have problems with it?
The problem wasn't as much about the form's layout as it was where the form lived. Users would encounter it after they filled their shopping cart with products they wanted to purchase and pressed the Checkout button. It came before they could actually enter the information to pay for the product.
The team saw the form as enabling repeat customers to purchase faster. First-time purchasers wouldn't mind the extra effort of registering because, after all, they will come back for more and they'll appreciate the expediency in subsequent purchases. Everybody wins, right?
更改一个按钮是如何让网站营业额增加3亿美金的
很难想到比这更简单的表单了：2个输入框，2个按钮，1个链接。事实是这个表单正在妨碍用户从一个大型电子商务网站上付钱买东西，妨碍了多少呢？大约3亿美元一年。更糟糕的是网站的设计师根本没有觉察到有这么一个问题存在。
这个表单太简单了，输入框分别是邮箱地址和密码，按钮是登录和注册，链接是忘记密码。这是网站的登录表单，用户到处都会碰到这玩意，怎么可能有问题呢？
表单结构也许有些问题，但更严重的可能是它出现的时机。当用户在购物车中填满想要购买的商品，点击“付款”按钮的时候就会见到它。在用户基本上已经卷起袖子准备签单的时候，它蹭的蹦出来了。
团队成员认为这个表单可以让客户更快的购买东西。第一次来买东西的人不会介意花一点点时间注册——因为，以后他们还可能回来买更多的东西，他们会感谢在今后购买时的便利，所有人都得利，不是么？
"I'm Not Here To Be In a Relationship"
We conducted usability tests with people who needed to buy products from the site. We asked them to bring their shopping lists and we gave them the money to make the purchases. All they needed to do was complete the purchase.
We were wrong about the first-time shoppers. They did mind registering. They resented having to register when they encountered the page. As one shopper told us, "I'm not here to enter into a relationship. I just want to buy something."
Some first-time shoppers couldn't remember if it was their first time, becoming frustrated as each common email and password combination failed. We were surprised how much they resisted registering.
Without even knowing what was involved in registration, all the users that clicked on the button did so with a sense of despair. Many vocalized how the retailer only wanted their information to pester them with marketing messages they didn't want. Some imagined other nefarious purposes of the obvious attempt to invade privacy. (In reality, the site asked nothing during registration that it didn't need to complete the purchase: name, shipping address, billing address, and payment information.)
“我不是为了和你们搞关系才来这里的”
我们针对那些在网站上购买产品的人们做了一场可用性测试。我们请他们购买一系列想要的商品，并提供给他们钱来支付，他们所要做的仅仅是完成整个购物流程。
在测试中我们发现之前对初次购物者的看法是错误的，他们十分在乎注册这个事情。他们十分厌恶到达这个页面就必须要注册。一位顾客对我说“我不是为了和你们搞关系才来这里的，我只想要买东西”
还有一些顾客不记得自己之前是不是来过这个网站，于是尝试输入不同的邮箱地址和密码组合，随着一次次的失败他们开始抓狂。总的来说，用户对注册的抵制程度让我们十分吃惊。
当不知道“注册”的后面包含着什么内容的时候，用户对点击那个按钮都抱着一种绝望的感觉。许多人嚎叫着说那些零售商就是想方设法收集自己的信息，好在某一天给他们发送那些邪恶的广告和促销信息，还有些人甚至觉得这整个就是一阴谋，很明显是用来侵犯个人隐私的。
Not So Good For Repeat Customers Either
Repeat customers weren't any happier. Except for a very few who remembered their login information, most stumbled on the form. They couldn't remember the email address or password they used. Remembering which email address they registered with was problematic - many had multiple email addresses or had changed them over the years.
When a shopper couldn't remember the email address and password, they'd attempt at guessing what it could be multiple times. These guesses rarely succeeded. Some would eventually ask the site to send the password to their email address, which is a problem if you can't remember which email address you initially registered with.
(Later, we did an analysis of the retailer's database, only to discover 45% of all customers had multiple registrations in the system, some as many as 10. We also analyzed how many people requested passwords, to find out it reached about 160,000 per day. 75% of these people never tried to complete the purchase once requested.)
The form, intended to make shopping easier, turned out to only help a small percentage of the customers who encountered it. (Even many of those customers weren't helped, since it took just as much effort to update any incorrect information, such as changed addresses or new credit cards.) Instead, the form just prevented sales - a lot of sales.
让用户反复去做一件事情没有一点好处
让用户反复去做一件事情不会产生任何愉悦。除了那些极少数记得自己注册信息的人，大部分的用户都被表单绊倒了，他们不记得自己的曾用过的邮箱名称和密码。让用户记住自己注册时使用的邮箱地址本身也很有问题，因为许多人都拥有不止一个邮箱，或也许某个邮箱已经被抛弃很多年了。
当一个用户记不住邮箱地址和密码的时候，他们会进行好几次的猜测和尝试。猜测很少成功，一些人最终要求网站把密码发到他们的邮箱里，然而这也有问题，如果你记不住自己注册时使用的邮箱地址的话。
（后来，我们依据零售数据库做了一个统计，发现所有顾客中有45%的人在系统中注册了多次，一些人甚至注册了10个帐号。我们还研究了有多少顾客索取密码，发现每一天的请求量就是16万次，在这之中75%的人发送请求后就停止了购买行为。）
这个本来想方便大多数人的表单，其实只方便了很小部分的顾客。（哪怕这小部分用户也没有真的方便到，因为他们一样要花精力来更新自己的资料，比如收件地址和信用卡号） 最直接的结果就是这个表单妨碍了营业额——非常非常多的营业额。
The $300,000,000 Fix
The designers fixed the problem simply. They took away the Register button. In its place, they put a Continue button with a simple message: "You do not need to create an account to make purchases on our site. Simply click Continue to proceed to checkout. To make your future purchases even faster, you can create an account during checkout."
The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.
On my answering machine is the message I received from the CEO of the $25 billion retailer, the first week they saw the new sales numbers from the redesigned form. It's a simple message: "Spool! You're the man!" It didn't need to be a complex message. All we did was change a button.
价值3亿美金的修复
设计师们解决的方法非常简单：他们干掉了注册按钮，取而代之的是一个继续按钮，还有一小段话“在我们网站上您可以直接购物而不需要专门建立一个帐户，点击继续去支付。如果您希望以后更方便的购物，也可以在结账时顺便创建一个帐户”
结果：购买商品的顾客数量上升了45%。在第一个月就创造了1千5百万的额外购买额，在第一年整个网站获得了额外3亿美金的交易额。
在我的留言机上有一条信息，是一家250亿美金规模零售商的CEO发来的。当他们看见第一周的新销售额（来自一个重新设计的表单）后发了这条简短的信息：“靠，你真他妈行！”。其实不需要更复杂的表诉了，因为我们仅仅是换了一个按钮而已：）
Learn More About Web Form Designs with Luke Wroblewski
One of our most popular speakers at both the User Interface Conferences and the Web App Summit is Luke Wroblewski. If you're looking to make your application's forms deliver a more succinct and crisp user experience, then you don't want to miss out on Luke's session at the Web App Summit on April, 19, 2009 in Newport Beach CA.
Share Your Thoughts with Us
Have you seen results from changes to your forms? We'd love to hear your experiences. Share them with us on the Brain Sparks blog.
2009年3月15日星期日
Vocabulary of interviewing evaluation
1) candidate ['kændideit] n. 候选人,求职者
2) rating scale n.评分比例
very strong
more than acceptable
acceptable
less than acceptable
very weak
no opportunity to observe
3) competency['kɔmpit(ə)nsi] n. 能力
comment on the competencies most critical for this position 依据应聘职位完全客观的评价求职者的能力
4) thinks strategically 思维的策略
5) builds relationships 建立协作关系
6) communicates effectively 沟通效率
7) drives results 工作成绩
8) inspires creativity&innovation 创意和创新的动力
9) champions change
10) builds team 建立团队
11) exhibits professional excellence 作品的专业程度
12) konwledge and functional skills 知识和技巧
13) required language skills 必要的语言能力
14) overall rating 总分
15) proceed/keep in view/reject
2) rating scale n.评分比例
very strong
more than acceptable
acceptable
less than acceptable
very weak
no opportunity to observe
3) competency['kɔmpit(ə)nsi] n. 能力
comment on the competencies most critical for this position 依据应聘职位完全客观的评价求职者的能力
4) thinks strategically 思维的策略
5) builds relationships 建立协作关系
6) communicates effectively 沟通效率
7) drives results 工作成绩
8) inspires creativity&innovation 创意和创新的动力
9) champions change
10) builds team 建立团队
11) exhibits professional excellence 作品的专业程度
12) konwledge and functional skills 知识和技巧
13) required language skills 必要的语言能力
14) overall rating 总分
15) proceed/keep in view/reject
2009年3月13日星期五
今天用msn聊天过程中的两段精彩节选
Episode one:
个个子 说: （个个子：我的老婆）
屋里的台灯不亮了 是不是憋了
Gavin 说:
你弄坏的？ 3天别吃饭
个个子 说:
我就是测试一下你对我好不好
没坏
你对我一点也不好
为了个灯不让我吃饭
Gavin 说:
。。。 上当了 ...
Episode two:
应声虫:你工作的事有眉目了吗（应声虫：一个正直 勤奋 有爱心 的老同事）
Gavin:已经上班啦
应声虫:靠，在哪上呢
Gavin:巨峰网
应声虫:是个弄乳房的网站吗
Gavin:曹
应声虫:哈哈哈哈
...
2009年3月10日星期二
The Tomato Story
The Tomato Story
A Jobless man applied for the position of 'office boy' at Microsoft. The HR manager interviewed him then watched him cleaning the floor as a test.一个失业的人去微软申请办公室文员的职位，人事经理面试他，并且看着他打扫地板，作为测试。
'You are employed' he said. Give me your e-mail address and I'll send you the application to fill in, as well as date when you may start.‘你被录用了’人事经理说：给我你的邮箱地址，我会把申请表发给你填，发给你的同时也意味着你开始上班
The man replied 'But I don't have a computer, neither an email'.这个人回答说：但是我没有电脑，更没有邮箱了
'I'm sorry', said the HR manager. If you don't have an email, that means you do not exist. And who doesn't exist, cannot have the job.'我很抱歉，人事经理说：如果你没有邮箱，那就意味着你不能生存，一个不能生存的人当然不能有工作。
The man left with no hope at all. He didn't know what to do, with only $10 in his pocket. He then decided to go to the supermarket and buy a 10Kg tomato crate.这个人不抱希望的离开了，他不知道要做什么，口袋里只有10块钱，他决定去超市买了10公斤西红柿。
He then sold the tomatoes in a door to door round. In less than two hours, he succeeded to double his capital. He repeated the operation three times, and returned home with $60.接着他在附近门挨着门卖西红柿，不到两小时，他成功的将他的资金翻了一倍，他又做了3个小时，到回家时身上已经有60块钱了。
The man realized that he can survive by this way, and started to go everyday earlier, and return late. Thus, his money doubled or tripled everyday.这个人认识到他可以用这种方式生存，以后他每天起的很早，回家的很晚，因此，他的钱每天都翻两三倍。
Shortly, he bought a cart, then a truck, and then he had his own fleet of delivery vehicles.很短的时间里，他买了个手推车，然后卡车，接着他有了自己的运输车队。
5 years later, the man is one of the biggest food retailers in the US ..5年以后，他成了美国最大的食品零售商.......
He started to plan his family's future, and decided to have a life insurance.他开始计划他家庭的未来，就决定买个人身保险
He called an insurance broker, and chose a protection plan.他打电话给保险经济人，然后选择一个保险
When the conversation was concluded the broker asked him his email.The man replied, 'I don't have an email.'The broker answered curiously, 'You don't have an email, and yet have succeeded to build an empire. Can you imagine what you could have been if you had an e mail?!!' The man thought for a while and replied, 'Yes, I'd be an office boy at Microsoft!'当谈话结束后保险经济人问他的邮箱地址，他说：我没有邮箱. 保险经济人很吃惊的说：你没有邮箱都可以成功的建立一个帝国，你能想象如果你有邮箱的话会怎么样吗？这个人想了一下然后回答：是的，我会成为微软的办公室文员
Moral of the story故事寓意
Moral 1Internet is not the solution to your life.网络不是你生活的解决办法
Moral 2If you don't have Internet, and work hard, you can be a millionaire.如果你没有网络，但是努力工作，你仍可以成为百万富翁
Moral 3If you received this message by email,you are closer to being a office boy/girl,than a millionaire..........如果你收到了这封邮件，表示你离办公室文员很近了，而不是百万富翁......
P.S - Do not forward this email back to me,I am closing my email account & going to sell tomatoes!!!另外，各位不要把这封邮件再回复给我，因为我已经关了邮箱去卖西红柿了
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