????如今的語(yǔ)音技術(shù)先進(jìn)而復(fù)雜,，不過(guò)在很大程度上仍然可以被預(yù)見，而且保持著一致性,。相較之下,，人類要復(fù)雜得多。人們各不相同,，人們的行為會(huì)受到文化,、期望和情緒的嚴(yán)重影響。

????在各大語(yǔ)音服務(wù)競(jìng)爭(zhēng)者之間,，蘋果的Siri優(yōu)勢(shì)明顯,，因?yàn)樗麄兞私馊诵曰缑娴闹匾浴９雀枞绻胍蔀檎Z(yǔ)音服務(wù)的領(lǐng)袖,，需要軟化一些,，走下科技的神壇。微軟則應(yīng)該在語(yǔ)音領(lǐng)域做出新的壯舉——他們目前擁有一切需要的有利條件,，卻缺乏一款引起轟動(dòng)的產(chǎn)品,。

????對(duì)于其他想要提供語(yǔ)音服務(wù)的公司而言，建議很簡(jiǎn)單：語(yǔ)音業(yè)務(wù)的挑戰(zhàn)不再關(guān)乎科技——增加科技含量是可行的,、明智的,、可靠的。但真正的挑戰(zhàn)是讓科技服務(wù)于人類,。這里的關(guān)鍵就要看設(shè)計(jì)了,。

????Olof是Fjord在2001年的合作創(chuàng)始人之一。此后,，他帶領(lǐng)公司成為世界上最成功的服務(wù)設(shè)計(jì)咨詢公司,。公司的客戶包括英國(guó)廣播公司（BBC）、花旗銀行,、娛樂(lè)體育節(jié)目電視網(wǎng)（ESPN）,，F(xiàn)lickr，F(xiàn)oursquare,，哈佛大學(xué)醫(yī)學(xué)院（Harvard Medical School）,、諾基亞（Nokia）,、高通公司（Qualcomm）等。Olof擁有與知名品牌多年合作的經(jīng)驗(yàn),，并為其設(shè)計(jì)突破經(jīng)驗(yàn)的產(chǎn)品,，讓復(fù)雜的系統(tǒng)變得簡(jiǎn)單優(yōu)美。Shelly是服務(wù)設(shè)計(jì)的先驅(qū)者,，她于近期加入Fjord,，擔(dān)任組織演化的執(zhí)行理事。Shelly曾任Facebook調(diào)查部經(jīng)理,，負(fù)責(zé)設(shè)計(jì)用戶體驗(yàn),。她還曾擔(dān)任微軟的首席用戶體驗(yàn)設(shè)計(jì)師和經(jīng)理。

????譯者：嚴(yán)匡正

????Today's voice technology is advanced and complex, but it's also largely predictable and consistent. In comparison, people are complex. They're all different from each other, and their behavior is heavily influenced by culture, expectations, and mood.

????Between the big voice service contenders, Apple has a clear advantage with Siri, because they've understood the importance of the human interface. Google will need to soften up a bit and step down from the technology altar if they want to become a leader in voice services for the masses. Microsoft should make a big new push with voice – they currently have all the assets needed, but not the product that makes waves.

????For the other companies who consider using voice technology in their services, the advice is simple: the challenge for voice service adoption is not about technology anymore – increasingly the technology is available, smart, and reliable. The real challenge is to make the technology work for people. That's where design comes in.

????Olof co-founded Fjord in 2001, and has since led the company to become one of the world's most successful service design consultancies working with clients including the BBC, Citibank, ESPN, Flickr, Foursquare, Harvard Medical School, Nokia, and Qualcomm, among others. Olof has years of experience collaborating with major brands to design breakthrough experiences that make complex systems simple and elegant. A pioneer in service design, Shelley recently joined Fjord as the Executive Director for Organizational Evolution. Previously, she was at Facebook as a Research Manager in Design and User Experience and a Principal User Experience Designer and Manager for Microsoft.