坊間有很多對於設計的誤解，例子不勝枚舉，諸如歷久不衰的「設計師和藝術家無異」，又例如重新設計一間公司的企業形象，當中公司 Logo 明明變化不大，大眾難以理解寥寥幾筆為何所費不菲等。關於這些誤會，一直都不乏有心人撰文解釋，以正視聽，而且不少都寫得相當好。所以今次我想討論的，相對於以上天大的誤會，範圍要細得多，只聚焦在 UX Design 之上。
UX (User Experience) 和 UI (User Interface) 在香港經常被混為一談，實則大相徑庭。簡單比喻的話，如果說 UI 是外表，那 UX 就是大腦，前者肉眼可見，即 How it looks，後者則主宰運作邏輯，即 How it works 及 Why it works this way。
要成就一個成功的 Product，UX 和 UI 兩者必需相輔相成，缺一不可。而在講解 UX 之前，有必要先理解一個概念：Product！
There are many misconceptions about design, such as the enduring belief that “designers and artists are the same,” or the difficulty in understanding why redesigning a company’s corporate image, with seemingly minor changes to the logo, can be so costly. Many have written to clarify these misunderstandings, providing excellent explanations. This time, I want to focus on a narrower scope, specifically on UX Design.
In Hong Kong, UX (User Experience) and UI (User Interface) are often conflated, but they are quite different. Simply put, if UI is the appearance, then UX is the brain. The former is visible, i.e., “How it looks,” while the latter governs the operational logic, i.e., “How it works” and “Why it works this way.”
To create a successful product, UX and UI must complement each other, as both are indispensable. Before discussing UX, it’s necessary to understand a concept: Product!
一般人對 Product 的理解，通常指實實在在的一件產品，觸手可及。同一個字放在 UI UX 的世界去解讀，則泛指所有 Digital Product，由 Website 到 Mobile APP 都包括在內。可想而知，這裡指的 Product 不一定有實體，但就一定存在於數碼世界當中。
其實不少 Product 即使不是用家，也絕對耳熟能詳，例如國際知名的有 Instagram (IG) 和 Spotify，而本土則有 Openrice 以及九巴 APP KMB 等等。如果閣下使用 IG 經年，應已經歷過不少大型更新：由無 Story 到有 Story，由 Timeline 單純順時序一一將資訊羅列，到後來變成由 IG 以演算法自行排序，加插更多廣告等。
所謂物競天擇，適者生存，Product 都一樣，不少公司透過持續更新、改善或推出新功能、甚至大刀闊斧，果斷改變產品定位等方法，只求在千變萬化的市場裡爭一席位。可想而知，令 Product 得以長遠發展自然而然是各大公司的頭等大事。
Generally, people understand “Product” as a tangible item, something you can touch. In the world of UI/UX, however, it refers to all digital products, including websites and mobile apps. The “Product” here may not be physical, but it certainly exists in the digital realm.
Many products are familiar even if you’re not a user, such as internationally known Instagram (IG) and Spotify, or local ones like Openrice and the KMB app. If you’ve used IG for years, you’ve likely experienced numerous major updates: from having no Stories to introducing Stories, from a purely chronological Timeline to algorithmic sorting with more ads.
Just like natural selection, where the fittest survive, products must continuously update, improve, or introduce new features, and sometimes even drastically change their positioning to secure a place in the ever-changing market. Naturally, ensuring a product’s long-term development is a top priority for companies.
