如果你的产品足够伟大,它就不需要仅仅做到优秀(2010)
If your product is Great, it doesn't need to be Good (2010)

原始链接: http://paulbuchheit.blogspot.com/2010/02/if-your-product-is-great-it-doesnt-need.html

评论家们常因产品缺乏某些功能而对 iPad 之类的新品嗤之以鼻,这与当初人们对第一代 iPod 的误导性批评如出一辙。“功能越多越好”的思维是产品设计中常见的陷阱,往往会导致项目臃肿且最终失败。 真正的创新需要自律:找出定义产品价值的三个核心属性并做到极致,忽略其余。初代 iPod 的成功源于它只精通三件事:便携性、存储容量和同步简便性。同样,早期的 Gmail 只专注于速度、存储空间和搜索功能,剔除次要功能以突出其核心价值。 复杂性往往是易用性的天敌。iPhone 或 iPad 之类的设备之所以成功,是因为它们扮演的是简单易用的工具,而非令人望而生畏的机器。如果一个产品必须依赖一长串功能才能被认为是“好的”,那么它很可能缺乏一个引人注目的创新核心。对于打造消费类产品的人来说,成功的途径在于冷酷的优先排序:将 80% 的精力投入到三个关键功能上,并有勇气舍弃其余。简洁不仅仅是一种设计选择,它更是卓越用户体验的基石。

Hacker News | 最新 | 过往 | 评论 | 提问 | 展示 | 招聘 | 提交 | 登录 如果你的产品是“伟大”的,那它就不需要是“优秀”的 (2010) (paulbuchheit.blogspot.com) 6 分 | skogstokig 发布于 1 小时前 | 隐藏 | 过往 | 收藏 | 1 条评论 | 帮助 jonplackett 7 分钟前 | 下一条 [–] 前几天读到过类似关于初代 Walkman 的内容。工程师们想增加录音功能,认为这有助于销售,而且增加这项功能的成本微乎其微。但有个更聪明的人拒绝了,因为如果现在加上这个功能,人们会困惑它的用途。如果他们不想录音,就会觉得这产品不适合自己。 回复 指南 | 常见问题 | 列表 | API | 安全 | 法律 | 加入 YC | 联系 搜索:
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原文

By now, everyone is tired of hearing about the iPad, but the negative responses are so perfectly misguided that it would be wrong to waste this opportunity. Even better, we can look back at the 2001 iPod launch and see the exact same mistakes. But this isn't about the iPad or the iPod -- it's about product design.

The most famous iPod review was from Slashdot, which simply declared, "No wireless. Less space than a nomad. Lame." The iPad reviews are similar in that they focus on the "missing" features. Those missing features are typically available in a variety of unsuccessful competing products, which leads people to erroneously conclude that a successful product would necessarily have even more features!

I believe this "more features = better" mindset is at the root of the misjudgment, and is also the reason why so many otherwise smart people are bad at product design (e.g. most open source projects). If a MacBook with OSX and no keyboard were really the right product, then Microsoft would have already succeeded with their tablet computer years ago. Copying the mistakes of a failed product isn't a great formula for success.

What's the right approach to new products? Pick three key attributes or features, get those things very, very right, and then forget about everything else. Those three attributes define the fundamental essence and value of the product -- the rest is noise. For example, the original iPod was: 1) small enough to fit in your pocket, 2) had enough storage to hold many hours of music and 3) easy to sync with your Mac (most hardware companies can't make software, so I bet the others got this wrong). That's it -- no wireless, no ability to edit playlists on the device, no support for Ogg -- nothing but the essentials, well executed.

We took a similar approach when launching Gmail. It was fast, stored all of your email (back when 4MB quotas were the norm), and had an innovative interface based on conversations and search. The secondary and tertiary features were minimal or absent. There was no "rich text" composer. The original address book was implemented in two days and did almost nothing (the engineer doing the work originally wanted to spend five days on it, but I talked him down to two since I never use that feature anyway). Of course those other features can be added or improved later on (and Gmail has certainly improved a lot since launch), but if the basic product isn't compelling, adding more features won't save it.

By focusing on only a few core features in the first version, you are forced to find the true essence and value of the product. If your product needs "everything" in order to be good, then it's probably not very innovative (though it might be a nice upgrade to an existing product). Put another way, if your product is great, it doesn't need to be good.

So where does this leave the iPad, with it's lack of process managers, file managers, window managers, and all the other "missing" junk? I'm not sure, but one thing I've noticed is that I spend more time browsing the web from my iPhone than from my laptop. I'm not entirely sure why, but part of it is the simplicity. My iPhone is ready to use in under 1/2 second, while my laptop always takes at least a few seconds to wake up, and then there's a bunch of stuff going on that distracts me. The iPhone is a simple appliance that I use without a second thought, but my laptop feels like a complex machine that causes me to pause and consider if it's worth the effort right now. The downside of the iPhone is that it's small and slow (though the smallness is certainly a feature as well). That alone guarantees that I'll buy one to leave sitting next to the couch, but I'm kind of atypical.

Ultimately, the real value of this device will be in the new things that people do once they have a fast, simple, and sharable internet window sitting around. At home we'll casually browse the web, share photos (in person), and play board games (Bret's idea -- very compelling). At the office, maybe we'll finally have an easy way of chatting with remote people while discussing a presentation or document (e.g. audio iChat with a shared display). Of course these things are theoretically possible with laptops, but it always ends up being so clumsy and complicated that we don't bother (or give up after trying once).

Making the iPad successful is Apple's problem though, not yours. If you're creating a new product, what are the three (or fewer) key features that will make it so great that you can cut or half-ass everything else? Are you focusing at least 80% of your effort on getting those three things right?

Disclaimer: This advice probably only applies to consumer products (ones where the purchaser is also the user -- this includes some business products). For markets that have purchasing processes with long lists of feature requirements, you should probably just crank out as many features as possible and not waste time on simplicity or usability.

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