ux–r
This may well be the nicest massage studio you’ll ever see. A lush ring of live tropical plants surrounds you as a team of infinitely serene relaxation professionals soothe away all your earthly cares.
这可能是您见过的最好的按摩工作室。 郁郁葱葱的热带植物环抱在一起，这是一支由无限宁静的休闲专家组成的团队，可舒缓您所有的尘世间的烦恼。
Where might you expect to find this room?
您希望在哪里找到这个房间？
A ritzy day spa? 日式水疗中心吗？ An up-market hotel? 高档酒店？ A boutique city gymnasium? 精品城市体育馆？No, in fact, the photo above was taken at the Qantas First Class Lounge at Sydney airport. Qantas employed French botanist Patrick Blanc to design the 8,500-plant indoor garden walls that line large swathes of their airport lounge. Customers are lovingly indulged while a stone’s throw away, mammoth jet engines whine and airport terminals surge with sweaty travelers. The contrast in user experiences couldn’t be more stark.
不，实际上，上面的照片是在悉尼机场的澳洲航空头等舱休息室拍摄的。 澳洲航空聘请法国植物学家帕特里克·布兰克(Patrick Blanc)设计了8500株室内花园墙，这些墙排成一排的机场休息室。 顾客如痴如醉，一箭之遥，猛jet的喷气式发动机wh吟着，机场航站楼上满是汗水的旅客。 用户体验的对比再明显不过了。
Of course, Qantas isn’t alone. For years international carriers have been locked in an escalating ‘arms race’ of lounge luxury. For instance:
当然，澳航并不孤单。 多年来，国际航空公司一直被困在休息室豪华升级的“军备竞赛”中。 例如：
Virgin Atlantic’s JFK Clubhouse looks a space-age casino.
维珍航空的肯尼迪俱乐部会所看起来像是一个太空时代的赌场。
Turkish Airlines offer a golf simulator and Scaletrix slot car track that includes a scale model Hagia Sophia
土耳其航空提供了一个高尔夫模拟器和Scaletrix老虎机赛道，其中包括一个比例模型Hagia Sophia
Swiss Air’s Senator Lounge has a 5-star restaurant and 120 bottle whiskey bar.
瑞士航空的Senator Lounge酒廊设有5星级餐厅和120瓶威士忌酒吧。
Obviously, this kind of luxury costs airlines a fortune to run yet it is offered free of (direct) charge to many customers.
显然，这种奢侈品使航空公司蒙受了一笔巨额财富，但向许多客户免费提供( 直接 )收费。
So, why do they do it?
那么，为什么要这么做呢？
Airlines have come to understand the true value of a customer. Winning them is difficult and expensive, so spending money to make sure they stay is just good business sense.
航空公司已经开始了解客户的真正价值。 赢得他们既困难又昂贵，因此花钱确保他们留下来只是一种良好的商业意识。
This is an area we don’t do as well at on the web.
这是我们在网络上不擅长的领域。
We talk about ‘customers’ a lot – but we usually use words like ‘acquisition’ and ‘conversion rates’ and ‘customer funnels’. Like Loch Ness monsters, online we spend much more time thinking about how to catch them, than what we’ll do if we succeed.
我们经常谈论“客户”，但通常会使用“获取”，“转化率”和“客户渠道”等词。 像尼斯湖水怪一样，在网上我们花更多的时间在思考如何捉住它们，而不是成功了。
Flickr is a classic example. I’ve been a member since 2004, yet when I return, their big blue button is asking me to become a member. Signing in seems a boring afterthought.
Flickr是一个典型的例子。 我从2004年开始成为会员，但是当我返回时，他们的蓝色大按钮要求我成为会员。 登录似乎是无聊的事。
Flickr’s login ‘reminder’.
Flickr的登录“提醒”。
This week Richard Child wrote a thoughtful piece focusing on one company that’s doing well at this – Trello.
理查德·柴尔德(Richard Child)本周写了一篇有思想的文章，重点介绍了在这方面做得很好的一家公司Trello。
While we may have no way to gift returning customers free drinks and massages, we can make them feel more special by simply recognizing they have been here before (even before they’ve logged in). This is no more than you’d expect from any good cafe owner or publican. A simple smile and nod.
虽然我们可能没有办法向回头客赠送免费的饮料和按摩，但我们可以通过简单地认识到他们以前来过这里(甚至在他们登录之前)就可以使他们感到特别。 这不超过您期望的任何优秀咖啡馆老板或税public。 简单的微笑和点头。
Maybe we’re just scared of being seen as creepy or overly familiar? That’s a reasonable concern.
也许我们只是害怕被视为令人毛骨悚然或过于熟悉？ 这是一个合理的问题。
But I think it’s time we – at the very least- learn to stop pitching current customers chances to ‘Join now’ and ‘Sign Up Today!’.
但是我认为现在是时候了，至少是学会停止向当前客户宣传“立即加入”和“立即注册！”的机会了。
What do you think?
你怎么看？
翻译自: https://www.sitepoint.com/ux-design-2016-many-hunters-not-enough-gatherers/
ux–r
