# 迷思#12：选择或功能越多，满意度越高

有选择被认为是一件好事。我们习惯于做选择，并且十分在意对选择的控制权。

然而，当一个网站提供越多的选择，界面就会变得越难理解。研究表明，有太多的选择通常会导致选择困难症和焦虑。通常，人们在开始使用一个特定产品之前，只会重视丰富的功能。开始使用之后，简单的方式能够获取更高的丰富度。

### 关于选择与功能

一个经典的选择悖论例子表明，当人们只有有限的选择时，他们更可能会购买商品。并且，在这种情况下，他们更容易对购买的商品满意。——[《当选择是令人沮丧的：人们还会期待一个好东西吗？》](https://t.umblr.com/redirect?z=https%3A%2F%2Fwww.researchgate.net%2Fpublication%2F12189991_When_Choice_is_Demotivating_Can_One_Desire_Too_Much_of_a_Good_Thing\&t=OWQyNmE0NWE3Y2IzMjNkZmZkNTQwODE2NjIzNmEyOWFiMTU3MzQ0YixwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)

巴里·施瓦茨的畅销书[《选择的悖论：为什么多即是少》](https://t.umblr.com/redirect?z=http%3A%2F%2Fwww.amazon.com%2FParadox-Choice-Why-More-Less%2Fdp%2F0060005688\&t=OTE0NWVmZGZjOTg0MzRjMjhkMzgxZTUzZGNlZTMzZmQxMmQzMzEyNCxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)中讨论了关于太多选择的问题。可以观看他的 [TED 演讲](https://t.umblr.com/redirect?z=http%3A%2F%2Fwww.ted.com%2Ftalks%2Fview%2Fid%2F93\&t=NDcxMTIyNzk5NmFmOTkxYzNlODYxMTQ4MWEyYWVjZTIyZDI3YTYyMSxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)或者阅读他在 [U11 上的演讲概要](https://t.umblr.com/redirect?z=http%3A%2F%2Fwww.lukew.com%2Fff%2Fentry.asp%3F419\&t=MWQ4MDJmZGNmZTlkZjRjZDNlNGViMjExMzY5OGMxNDliYzM2NmFiZSxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)。

研究报告[《功能疲劳：当产品功能过分完善时》](https://t.umblr.com/redirect?z=https%3A%2F%2Fwww.rhsmith.umd.edu%2Ffiles%2FDocuments%2FFaculty%2FFeatureFatigueWhenProductCapabilitiesBecomeTooMuchOfAGoodThing.pdf\&t=NWM0NTYyMzhlMThhZDgxOTc4MTFiNjNjNTkxMjNjYWRmYTQwYTE0MyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)表明：“对用户来说，在使用之前功能比可用性重要，但是在使用之后，可用性可以提高用户满意度。因此，简单的产品满意度较高，而大多数用户会拒绝多功能的产品。“

神经心理学家 Susan Weinschenk 建议：”要避免给顾客提供很多很多的选择。他们会说他们需要很多的选择，你也会觉得选择多是一件好事（因为你也喜欢选择多），但是太多的选择会导致顾客根本就不会购买。“——[《你想要的选择和信息多于你实际能处理的数量》](https://t.umblr.com/redirect?z=https%3A%2F%2Fwww.blog.theteamw.com%2F2009%2F11%2F13%2F100-things-you-should-know-about-people-10-your-want-more-choices-and-information-than-you-can-actually-process%2F\&t=NWFhMWRhYzQwZDI4ODAyODk3Yjg0NGMyYTU0MmRlYjQyNjk2OTA3NSxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)

[席克定律](https://t.umblr.com/redirect?z=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FHick%2527s_law\&t=NDczYjk1MDc1ODk4ODdiZWRjOWMwZTkwNTEzMmNkYmY1ZTIyNGFkZCxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)表明，选择越多，做决策的时间就会越长。做决策的时间变长，就会损害用户体验。

在产品不断完善的过程中，功能的数量很容易开始爬升，产品容易失去焦点，变得臃肿。这就会导致用户体验很不好，因为”里面有太多需要用户去理解的东西了“。你应该[乐于砍功能](https://t.umblr.com/redirect?z=https%3A%2F%2Fwww.intercom.com%2Fblog%2Fvideos%2Fbe-comfortable-killing-your-features%2F\&t=MTQ4NmU1ODM4MGRmMTYxMDVlZTZjMjViZjc5ZTczZmI2ZTcwMzFlYyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)。

[约书亚·布鲁尔](https://t.umblr.com/redirect?z=http%3A%2F%2F52weeksofux.com%2Fpost%2F584164393%2Fcontrol\&t=OTdkZjE0ZjhlMzkyNjMzYTNkMDI3MmJlMjg4MGQ0ZTcwZmYxZjA5NixwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)认为”设计师可以通过关注产品的任务，并知道何时消除过多的选择，采用单一的明确的操作来提升用户体验。最好的例子之一是苹果公司。苹果公司一直以来生产的产品都是设计简约的，任务导向的，并且统一性很强的。iPod、iPhone 和最近的 iPad 都是令人惊喜的例子，都是约束便携设备的设计带来的结果。“

Bill Buxton 在他的[《描绘用户体验》](https://t.umblr.com/redirect?z=http%3A%2F%2Fwww.amazon.com%2FSketching-User-Experiences-Interactive-Technologies%2Fdp%2F0123740371\&t=MmI1NjhmMTJlOGJlZmU1NmJkMjA2YzlkNGUyMzM2Nzk4ZmNjZDhiZCxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)一书中说，开发 N+1 产品的商业模式——一个核心功能并附加很多新功能，从长远来看是不可持续的。一些版本在发布之后，改进版本的成本比用户愿意支付的高得多。

增加新功能时还需要考虑，一旦版本发布，要删除这个功能就会变得很复杂。奈飞曾经想删掉一个令人困惑的而且没用的功能，但是用户极力反对。最终公司还是保留了这个功能。——[《功能是一条单行道》](https://t.umblr.com/redirect?z=http%3A%2F%2F37signals.com%2Fsvn%2Fposts%2F1118-features-are-a-one-way-street\&t=MjE3NzJjNzk0ZWIzYjY1MjgyZmIyNjU1ZjQ5NzJiMDBjYjJjMWY1YyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)

来自 37signals 的 Jason Fried 说，功能必须要经过编辑（就像一本书或博物馆展览的项目都要经过大量的编辑一样）。——[《功能的数量真的很重要吗？》](https://t.umblr.com/redirect?z=http%3A%2F%2F37signals.com%2Fsvn%2Fposts%2F643-ask-37signals-is-it-really-the-number-of-features-that-matter\&t=YzMwNzE3NGFhOTY1MTU3MWQ5MTM3ZDA2Y2RlNDQ2OTljZDUzMjU3YyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)

37signals的[《成为现实》](https://t.umblr.com/redirect?z=http%3A%2F%2Fgettingreal.37signals.com%2Ftoc.php\&t=ODZhMzBiZjAzMDVkN2NmZTZhNWQzMmQ1MmZlZjM1ZTVjMTdhN2UzNyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)一书讨论了他们的观点：只实现必要的功能，并推出[最低限度可行的产品。](https://t.umblr.com/redirect?z=http%3A%2F%2Fen.wikipedia.org%2Fwiki%2FMinimum_viable_product\&t=NzNmM2MwZWQ5ODQyNTBiYzY2ZDYyYmQzNTk2ZjA0NDZmMjQ2ZWYwOCxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)

使用智能默认值是一个很好的策略，可以让众多的选择对用户来说显得很简单。请查看例子[旅游预订表格中的智能默认](https://t.umblr.com/redirect?z=http%3A%2F%2Fwww.lukew.com%2Fff%2Fentry.asp%3F691\&t=ZTVkNjQzMzU5ZmZhMGUwNGJlMTgzNzU5OGQ3NTNhN2NhODA1N2I5YyxwRnV5TE1VUg%3D%3D\&b=t%3AfIR3gaVrEcGakJWUzP9Grg\&p=https%3A%2F%2Fuxmyths.com%2Fpost%2F712569752%2Fmyth-more-choices-and-features-result-in-higher-satisfac\&m=0)。



> 作者：Zoltán Gócza
>
> 原文地址：[https://uxmyths.com/post/712569752/myth-more-choices-and-features-result-in-higher-satisfac](https://uxmyths.com/post/712569752/myth-more-choices-and-features-result-in-higher-satisfac)
