????如今的語音技術先進而復雜，不過在很大程度上仍然可以被預見，而且保持著一致性。相較之下，人類要復雜得多。人們各不相同，人們的行為會受到文化、期望和情緒的嚴重影響。

????在各大語音服務競爭者之間，蘋果的Siri優勢明顯，因為他們了解人性化界面的重要性。谷歌如果想要成為語音服務的領袖，需要軟化一些，走下科技的神壇。微軟則應該在語音領域做出新的壯舉——他們目前擁有一切需要的有利條件，卻缺乏一款引起轟動的產品。

????對于其他想要提供語音服務的公司而言，建議很簡單：語音業務的挑戰不再關乎科技——增加科技含量是可行的、明智的、可靠的。但真正的挑戰是讓科技服務于人類。這里的關鍵就要看設計了。

????Olof是Fjord在2001年的合作創始人之一。此后，他帶領公司成為世界上最成功的服務設計咨詢公司。公司的客戶包括英國廣播公司（BBC）、花旗銀行、娛樂體育節目電視網（ESPN），Flickr，Foursquare，哈佛大學醫學院（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驗，并為其設計突破經驗的產品，讓復雜的系統變得簡單優美。Shelly是服務設計的先驅者，她于近期加入Fjord，擔任組織演化的執行理事。Shelly曾任Facebook調查部經理，負責設計用戶體驗。她還曾擔任微軟的首席用戶體驗設計師和經理。

????譯者：嚴匡正

????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.