From: http://www.blueui.net/blog/?p=16#more-16
这是互联网上早就流传的谷歌用户体验十大准则。在全球有将近200位用户体验设计师在为谷歌产品服务。在UIRSS举办的清华大学交流会上，十大准则还配有一些小的案例。让我们更加深刻的而理解谷歌的文化。
下文是简单的翻译。
Our aspirations
The Google User Experience team aims to create designs that are useful, fast, simple, engaging, innovative, universal, profitable, beautiful, trustworthy, and personable. Achieving a harmonious balance of these ten principles is a constant challenge. A product that gets the balance right is “Googley” – and will satisfy and delight people all over the world.
我们的抱负
谷歌用户体验团队坚持十大准则进行设计——有用、快捷、简单、吸引力、创造力、普遍的、有意的、好看的、可靠的、有风度。在这些准则中保持一种和谐的平衡是长期以来的挑战。满足这个平衡的产品是具有谷歌特色的，将会让全世界的人满意，感到快乐。
Ten principles that contribute to a Googley user experience
促成谷歌用户体验的十大准则
1. Focus on people – their lives, their work, their dreams.
1.关注人类——他们的生活、工作以及梦想
The Google User Experience team works to discover people’s actual needs, including needs they can’t always articulate. Armed with that information, Google can create products that solve real-world problems and spark the creativity of all kinds of people. Improving people’s lives, not just easing step-by-step tasks, is our goal.
Above all, a well-designed Google product is useful in daily life. It doesn’t try to impress users with its whizbang technology or visual style – though it might have both. It doesn’t strong-arm people to use features they don’t want – but it does provide a natural growth path for those who are interested. It doesn’t intrude on people’s lives – but it does open doors for users who want to explore the world’s information, work more quickly and creatively, and share ideas with their friends or the world.
谷歌用户体验团队致力于发现人们的实际需求，包括他们无法言表的需求。基于这样的信息，谷歌能够创造出真正解决实际问题的并让所有人感受到创造力。改善人们的生活是我们的目标，并不能仅仅依赖简单的一步一步的任务群。
2. Every millisecond counts.
毫秒计数
Nothing is more valuable than people’s time. Google pages load quickly, thanks to slim code and carefully selected image files. The most essential features and text are placed in the easiest-to-find locations. Unnecessary clicks, typing, steps, and other actions are eliminated. Google products ask for information only once and include smart defaults. Tasks are streamlined.
Speed is a boon to users. It is also a competitive advantage that Google doesn’t sacrifice without good reason.
没有什么比人类的时间更有价值的了。多亏了简练的代码以及精心挑选的图片档案，谷歌页面加载速度很快。最基本的信息和文字被放置在了最容易找到的位置。不必要的链接、文字、入口以及动作都被消除掉了。谷歌产品反馈搜索请求仅仅需要一次，其中包括了很多智能设置。任务非常流畅。速度对于使用者来说是一种福利。速度也是一种竞争优势，谷歌没有任何理由牺牲速度。
3. Simplicity is powerful.
简洁就是力量
Simplicity fuels many elements of good design, including ease of use, speed, visual appeal, and accessibility. But simplicity starts with the design of a product’s fundamental functions. Google doesn’t set out to create feature-rich products; our best designs include only the features that people need to accomplish their goals. Ideally, even products that require large feature sets and complex visual designs appear to be simple as well as powerful.
Google teams think twice before sacrificing simplicity in pursuit of a less important feature. Our hope is to evolve products in new directions instead of just adding more features.
简洁是好的设计的基础，包括可用性、速度、视觉亲和力以及可及性。简洁风格与产品的基本功能相符合。谷歌从没有发不过特征丰富的产品；我们最好的设计只是包含人们达到目标所需要的那些特征。理想状态下，那些需要很多特征功能以及复杂视觉效果的产品也能变得越简单越有力量。
谷歌团队在追求极少的重要功能时，会慎重考虑牺牲简洁的风格。我们希望用全新的方式来代替增加更多的功能和负担。
4. Engage beginners and attract experts.
吸引初学者，引起专家的注意
Designing for many people doesn’t mean designing for the lowest common denominator. The best Google designs appear quite simple on the surface but include powerful features that are easily accessible to those users who want them. Our intent is to invite beginners with a great initial experience while also attracting power users whose excitement and expertise will draw others to the product.
A well-designed Google product lets new users jump in, offers help when necessary, and ensures that users can make simple and intuitive use of the product’s most valuable features. Progressive disclosure of advanced features encourages people to expand their usage of the product. Whenever appropriate, Google offers smart features that entice people with complex online lives – for instance, people who share data across several devices and computers, work online and off, and crave storage space.
设计对于很多人来说不是针对小众人群。最好的谷歌设计都是以非常简洁的风格出现，但是包含强劲的功能，能够为那些需要帮助的人提供服务。我们的目的是邀请那些新手获得非常好的最初体验，让那些骨灰级用户的感到兴奋，这样才能让更多人来使用产品。
一个设计优良的谷歌产品让新的用户很快投入，提供可能的帮助，取保用户获得简单容易，并让他们凭感觉去使用那些高级功能。高级的功能一个一个发布，带动了人们对产品的拓展使用。只要合适，谷歌提供智能功能让人们完全享受在线生活——比如，人们通过几个硬件和电脑分享数据，在线办公，创造个人空间。
5. Dare to innovate.
向创新挑战
Design consistency builds a trusted foundation for Google products, makes users comfortable, and speeds their work. But it is the element of imagination that transforms designs from ho-hum to delightful.
Google encourages innovative, risk-taking designs whenever they serve the needs of users. Our teams encourage new ideas to come out and play. Instead of just matching the features of existing products, Google wants to change the game.
设计一致性为谷歌产品带来了值得信赖的品牌基础，让用户感觉舒适，也让用户使用中感觉速度感。但是，这是一种想象力创造力，从生活中转化而来。
谷歌鼓励创新，冒险的设计，只要他们用来满足用户需求。我们的团队鼓励新的想法，并付诸实施。不同的是，谷歌想改变游戏规则，而不仅仅是维护已有产品。
6. Design for the world.
为世界设计
The World Wide Web has opened all the resources of the Internet to people everywhere. For example, many users are exploring Google products while strolling with a mobile device, not sitting at a desk with a personal computer. Our goal is to design products that are contextually relevant and available through the medium and methods that make sense to users. Google supports slower connections and older browsers when possible, and Google allows people to choose how they view information (screen size, font size) and how they enter information (smart query parsing). The User Experience team researches the fundamental differences in user experiences throughout the world and works to design the right products for each audience, device, and culture. Simple translation, or “graceful degradation” of a feature set, isn’t sufficient to meet people’s needs.
Google is also committed to improving the accessibility of its products. Our desire for simple and inclusive products, and Google’s mission to make the world’s information universally accessible, demand products that support assistive technologies and provide a useful and enjoyable experience for everyone, including those with physical and cognitive limitations.
互联网对任何地方的人都开放了所有的资源。例如，许多用户浏览谷歌的产品，不仅仅通过台式机，还有手机终端。我们的目标是让我们的产品通过媒介或者方法，变得有关联和互通，让用户更容易理解。只要有可能，谷歌支持慢网速以及旧的浏览器的服务请求，谷歌允许人们选择他们自己查看信息的方式——分辨率以及字体大小，允许人们自定义输入信息的方式——只能关键词匹配。来自全球的的用户体验团队研究差异性，然后为产品设计出满足不同受众、硬件、文化的产品。简单的翻译，或者功能删减，并不能满足人们的需求。
谷歌承诺逐步改进自己产品的用户体验。我们渴望简单的、无所不能的产品，谷歌的使命是让世界的信息在任何地方都可以被获取，要求产品支持协议内的技术，并提供让人们有用并感觉快乐的产品，包括那些身体上有缺陷的人。
7. Plan for today’s and tomorrow’s business.
为今天和未来的商业计划
Those Google products that make money strive to do so in a way that is helpful to users. To reach that lofty goal, designers work with product teams to ensure that business considerations integrate seamlessly with the goals of users. Teams work to make sure ads are relevant, useful, and clearly identifiable as ads. Google also takes care to protect the interests of advertisers and others who depend on Google for their livelihood.
Google never tries to increase revenue from a product if it would mean reducing the number of Google users in the future. If a profitable design doesn’t please users, it’s time to go back to the drawing board. Not every product has to make money, and none should be bad for business.
这些谷歌产品的生钱之道对用户来说非常有用。为了研究这个崇高的目标，设计师与产品团队确保商业的目标与用户的需求天衣无缝的结合在一起。团队工作确保广告的相关性，有用、清晰辨别等等。谷歌也关心那些广告投放者的利益，谷歌为他们提供新鲜血液。
如果有些举动意味着用户数目的减少，那么谷歌从不试图从产品中增加收入。如果一个有益的设计没有让用户满意，那么产品就会重新回到草图阶段。不是所有的产品都为了挣钱，这样才不能对商业产生祸害。
8. Delight the eye without distracting the mind.
让眼睛感到快乐，而不是被分散精力
If people looked at a Google product and said “Wow, that’s beautiful!” the User Experience team would cheer. A positive first impression makes users comfortable, assures them that the product is reliable and professional, and encourages people to make the product their own.
A minimalist aesthetic makes sense for most Google products because a clean, clutter-free design loads quickly and doesn’t distract users from their goals. Visually appealing images, color, and fonts are balanced against the needs for speed, scannable text, and easy navigation. Still, “simple elegance” is not the best fit for every product. Audience and cultural context matter. A Google product’s visual design should please its users and improve usability for them.
如果人们看到谷歌的产品之后说：“wow，很漂亮！”，那么用户体验团队就会感到非常满足。一个积极的第一印象让用户感到舒适，可靠，专业，并能够鼓舞人们真正认为产品是他们自己的。
一个极简抽象的审美贯穿谷歌的很多产品，干净整洁的界面能够快速让用户达成目标。视觉上图片、色彩以及文字都在为速度做出平衡。用户与文化有关系。谷歌产品的视觉设计应该让它的使用者感到愉悦，从而得到良好体验。
9. Be worthy of people’s trust.
值得信赖
Good design can go a long way to earn the trust of the people who use Google products. Establishing Google’s reliability starts with the basics – for example, making sure the interface is efficient and professional, actions are easily reversed, ads are clearly identified, terminology is consistent, and users are never unhappily surprised. In addition, Google products open themselves to the world by including links to competitors and encouraging user contributions such as community maps or iGoogle gadgets.
A greater challenge is to make sure that Google demonstrates respect for users’ right to own and control their own data. Google is transparent about how it uses information and never shares data outside Google without a user’s explicit consent. Our products warn users about such dangers as insecure connections, different privacy policies on other websites, actions that may make users vulnerable to spam, or the possibility that data shared outside Google may be stored elsewhere. Google is reassuring but truthful about data sharing so that users can make informed choices. The larger Google becomes, the more essential it is to live up to our “Don’t be evil” motto.
好的设计能够通过时间来积累人们对它的信赖。建立谷歌的可靠性还需要从基础做起——比如界面效率以及专业感，操作很快的反馈，广告清晰可以识别，专业术语始终如一，用户没有感觉到一丝诧异和不爽。另外，谷歌产品向全世界开放，甚至与竞争对手，谷歌鼓励用户创建项目例如谷歌地图，i谷歌。
一个巨大的挑战就是，确保用户享有自己的权利，控制自己的数据。谷歌对信息公开透明，从未不经允许公开用户资料。我们的产品给出预警，防止用户信息在浏览其他网站时隐私泄漏，让用户敏感起来，防止用户信息被谷歌以外的网站分发出去。谷歌是可靠的，通过数据的分享让用户能够自主选择。谷歌越壮大，越要履行它的宗旨“从不作恶！”
10. Add a human touch.
加入人情味
Google includes a wide range of personalities, and our designs have personality, too. Text and design elements are friendly, quirky, and smart – and not boring, close-minded, or arrogant. Google text talks directly to people and offers the same practical, informal assistance that anyone would offer to a neighbor who asked a question. And Google doesn’t let fun or personality interfere with other elements of a design, especially when people’s livelihood, or their ability to find vital information, is at stake.
Google doesn’t know everything, and no design is perfect. Our products ask for feedback, and Google acts on that feedback. When practicing these design principles, the Google User Experience team seeks the best possible balance in the time available for each product. Then the cycle of iteration, innovation, and improvement continues.
谷歌囊括了广泛的人群，我们的设计也一样需要这样。文字、设计元素都需要友好、开放、聪慧——不能表现得令人恼火、封闭、傲慢。谷歌直接与用户对话，提供同样实际有用的帮助，就像帮助邻居一样。谷歌也绝不会让愚弄和个性的元素干扰设计，尤其是对那些正在为生计奔波的人，或者那些急需要信息，生命危在旦夕的时候。
谷歌并不是什么都知道，设计也不是那么完美。我们产品需要反馈，谷歌非常关注用户反馈。当公开这些设计原理，谷歌用户体验团队为每一个产品在有限的时间内寻求最好的平衡。行程迭代、创新、完善这样一个良性循环的机制。