Airbnb co-founder taps Peter Arnell as first US chief brand architect
Airbnb co-founder taps Peter Arnell as first US chief brand architect
Airbnb 联合创始人任命 Peter Arnell 为美国首位首席品牌架构师
Airbnb billionaire co-founder Joe Gebbia is growing his team at the U.S. National Design Studio, the Trump initiative focused on improving the government’s online presence. On Monday, Gebbia announced that American designer Peter Arnell joined the team to become the first U.S. chief brand architect. Airbnb 亿万富翁联合创始人 Joe Gebbia 正在扩充其在美国国家设计工作室（U.S. National Design Studio）的团队，该工作室是特朗普政府旨在改善政府在线形象的一项倡议。周一，Gebbia 宣布美国设计师 Peter Arnell 已加入该团队，担任美国首位首席品牌架构师。
Gebbia shared the news of Arnell’s hire during the The Wall Street Journal’s “Future of Everything” conference on Monday. Arnell will be joining a group of people that includes Silicon Valley design and software engineering talent, who are singularly focused on reshaping the usability of the U.S. government’s online platforms. Gebbia 在周一举行的《华尔街日报》“万物未来”（Future of Everything）会议上分享了聘请 Arnell 的消息。Arnell 将加入一个由硅谷设计和软件工程人才组成的团队，他们专注于重塑美国政府在线平台的易用性。
In his four-decade career as a brander and marketer, Arnell has worked with major brands like Donna Karan New York, Samsung, Unilever, Pepsi, Reebok, Chrysler, The Home Depot, and others. Now, his focus will be to rebrand this digital slice of the United States of America, which he calls “the greatest brand in the world.” 在其四十年的品牌与营销职业生涯中，Arnell 曾与 Donna Karan New York、三星、联合利华、百事可乐、锐步、克莱斯勒、家得宝等知名品牌合作。现在，他的工作重点将是重塑美国这一数字领域的品牌形象，他称之为“世界上最伟大的品牌”。
“This is a very special and different perspective on the word ‘brand’ in the sense that we’re not rebranding this country, of course,” Arnell explained at the WSJ event. “What we’re trying to do is, very specifically, have a consistency, [a] unified look-and-feel and experience, so that we start to build trust in the way that the American citizen daily interacts with the government.” “这是对‘品牌’一词非常特殊且不同的视角，因为我们当然不是要重塑这个国家，”Arnell 在《华尔街日报》的活动上解释道。“我们试图做的是，非常具体地实现一致性，即统一的外观、感觉和体验，从而让我们在美籍公民与政府的日常互动中建立信任。”
He said the move presents an “interesting challenge” ahead, as the team is tasked with redesigning 27,000 government websites. To do so, the team relies on many of the same design sensibilities that they previously used to build best-in-class consumer apps, like Airbnb. 他表示，此举带来了一个“有趣的挑战”，因为团队的任务是重新设计 27,000 个政府网站。为此，团队借鉴了他们此前构建 Airbnb 等一流消费类应用程序时所采用的许多设计理念。
“There’s a spirit of Airbnb here,” Gebbia pointed out, saying that much like bringing the complicated process of finding a room to rent or an online vacation rental, the government work is also about taking a complex process and making it easier, safer, and trustworthy. “这里有一种 Airbnb 的精神，”Gebbia 指出。他表示，就像简化寻找出租房或在线度假租赁的复杂流程一样，政府工作也是要将复杂的流程变得更简单、更安全、更值得信赖。
He also mentioned some of the work the team has already completed to improve the design and the functionality of the government’s online operations and websites so far. For instance, the team revamped the government’s retirement process, which had been complex and paper-based, to a streamlined web-based version that employees can complete within minutes, in some cases, instead of months. Another process being prototyped has brought a common government workflow a common government workflow down from 87 clicks to 12, and the plan is to get it to 10, he said. 他还提到了团队目前为改善政府在线业务和网站的设计与功能所完成的一些工作。例如，团队改进了政府的退休流程，该流程此前复杂且依赖纸质文件，现在已转变为精简的网页版，员工在某些情况下只需几分钟即可完成，而无需耗时数月。他说，另一个正在进行原型的流程已将一个常见的政府工作流从 87 次点击减少到 12 次，计划最终将其缩减至 10 次。
The design initiative will also work to address other frustrations of using government websites, like getting lost navigating sites or pages timing out, causing users to lose their data. Gebbia slyly referred to the poor consumer experience of using government sites as “one of the darkest UX patterns that you could think of” — a reference to the deceptive design or user interface tricks sites use to manipulate their users. 该设计倡议还将致力于解决使用政府网站时的其他痛点，例如在网站导航中迷路或页面超时导致用户数据丢失。Gebbia 巧妙地将使用政府网站的糟糕用户体验称为“你能想到的最黑暗的用户体验模式之一”——这是指网站用来操纵用户的欺骗性设计或用户界面技巧。
“Just the perception of [a government website] being hard precludes you from even engaging in it,” he suggested. “I think we’re moving beyond this…this is over. People should feel empowered to get the thing done with the government that they need to get done,” he said. “仅仅是（政府网站）很难用的这种认知，就让你甚至不想去尝试，”他表示。“我认为我们正在超越这一点……这种时代已经结束了。人们应该感到有能力去完成他们需要与政府对接的事情，”他说。