TED2014
Margaret Gould Stewart: How giant websites design for you (and a billion others, too)
Margaret Guld Stjuart (Margaret Gould Stewart): Kako ogromni sajtovi dizajniraju za vas (i milijardu drugih)
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Readability: 4.2
1,744,107 views
Fejsbukova dugmad, "Sviđa mi se" i "Podeli", viđena su oko 22 milijarde puta dnevno, što ih čini jednim od najviđenijih dizajnerskih elemenata koji su ikada stvoreni. Margaret Guld Stjuart, rukovodilac odeljenja za dizajn proizvoda u Fejsbuku, daje nam tri pravila dizajna na tako visokoj skali - tako visokoj da i najmanje promene mogu prouzrokovati bes svetskih razmera, ali isto tako visokoj da i najsuptilnija poboljšanja mogu unaprediti živote mnogih.
Margaret Gould Stewart - User experience master
At Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population. Full bio
At Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population. Full bio
Double-click the English transcript below to play the video.
00:12
What do you think of when I say the word "design"?
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Na šta prvo pomislite
kada kažem reč “dizajn”?
kada kažem reč “dizajn”?
00:16
You probably think of things like this,
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Verovatno mislite na stvari poput ovih,
00:18
finely crafted objects that you can hold in your hand,
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fino izrađene objekte koje možete
drzati u vašim rukama,
drzati u vašim rukama,
00:22
or maybe logos and posters and maps
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ili na logotipe i postere i mape
00:25
that visually explain things,
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koji nam vizuelno objašnjavaju stvari,
00:27
classic icons of timeless design.
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klasične ikone bezvremenog dizajna.
Međutim, ja nisam ovde da bih
govorila o takvoj vrsti dizajna.
govorila o takvoj vrsti dizajna.
00:30
But I'm not here to talk about that kind of design.
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00:33
I want to talk about the kind
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Želim da pričam o onoj vrsti
00:34
that you probably use every day
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koju verovatno koristite svaki dan
00:36
and may not give much thought to,
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i kojoj verovatno ne poklanjate
00:38
designs that change all the time
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mnogo pažnje,
o dizajnu koji se stalno menja
o dizajnu koji se stalno menja
00:40
and that live inside your pocket.
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i koji živi u vašem džepu.
00:42
I'm talking about the design
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Govorim o dizajniranju
00:44
of digital experiences
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digitalnih iskustava
00:46
and specifically the design of systems
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i specifično o dizajniranju sistema
00:49
that are so big that their scale
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koji su toliko veliki
00:51
can be hard to comprehend.
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da je njihovu veličinu teško razumeti.
00:53
Consider the fact that Google processes
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Razmotrite činjenicu da Gugl
svakog dana obradi
svakog dana obradi
00:55
over one billion search queries every day,
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više od jedne milijarde pretraga,
00:59
that every minute, over 100 hours
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da svakog minuta
preko 100 sati video snimaka
preko 100 sati video snimaka
01:01
of footage are uploaded to YouTube.
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biva postavljeno na Jutjub.
01:03
That's more in a single day
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To je više snimaka u jednom danu
01:05
than all three major U.S. networks broadcast
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nego što su
tri najveće američke televizije
tri najveće američke televizije
01:08
in the last five years combined.
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zajedno emitovale
u poslednjih pet godina.
u poslednjih pet godina.
01:11
And Facebook transmitting the photos,
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Dalje, Fejsbuk isporučuje fotografije,
01:13
messages and stories
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poruke i priče
01:14
of over 1.23 billion people.
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više od 1,23 milijarde ljudi.
01:17
That's almost half of the Internet population,
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To je skoro polovina populacije
koja koristi Internet
koja koristi Internet
01:20
and a sixth of humanity.
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i jedna šestina čovečanstva.
Ovo su neki od proizvoda
01:23
These are some of the products
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01:24
that I've helped design over the course of my career,
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u čijem sam dizajniranju
pomogla tokom svoje karijere,
pomogla tokom svoje karijere,
01:27
and their scale is so massive
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a oni su tako veliki
01:29
that they've produced unprecedented
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da su stvorili jedinstvene izazove
01:31
design challenges.
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u dizajniranju.
01:33
But what is really hard
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Ono što je zaista teško
01:35
about designing at scale is this:
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kada govorimo
o dizajniranju po meri je ovo:
o dizajniranju po meri je ovo:
01:38
It's hard in part because
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delimično je teško
01:39
it requires a combination of two things,
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zato što zahteva kombinaciju dve stvari:
01:42
audacity and humility —
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odvažnosti i poniznosti -
01:45
audacity to believe that the thing that you're making
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odvažnost da verujete
da su stvari koje stvarate
da su stvari koje stvarate
01:49
is something that the entire world wants and needs,
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nešto što ceo svet želi
i što celom svetu treba
i što celom svetu treba
01:52
and humility to understand that as a designer,
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i poniznost da biste razumeli
da, kao dizajner,
da, kao dizajner,
01:55
it's not about you or your portfolio,
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da se ne radi o vama ili vašem portfoliju
01:58
it's about the people that you're designing for,
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već da se radi o ljudima
za koje dizajnirate
za koje dizajnirate
02:00
and how your work just might help them
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i kako vaš posao može da im pomogne
02:02
live better lives.
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da žive bolje živote.
02:04
Now, unfortunately, there's no school
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Nažalost, ne postoji nijedna škola
02:07
that offers the course Designing for Humanity 101.
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koja nudi kurs
Uvod u dizajniranje za čovečanstvo.
Uvod u dizajniranje za čovečanstvo.
02:11
I and the other designers
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Ja i drugi dizajneri
02:12
who work on these kinds of products
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koji rade na ovakvim proizvodima
02:14
have had to invent it as we go along,
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smo morali da sve sami otkrivamo
kako smo se kretali napred
kako smo se kretali napred
02:17
and we are teaching ourselves
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i mi učimo sami sebe
02:19
the emerging best practices
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najboljim načinima
02:21
of designing at scale,
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dizajniranja po meri
i danas bih volela
da podelim neke od stvari
da podelim neke od stvari
02:23
and today I'd like share some of the things
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02:25
that we've learned over the years.
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koje smo naučili tokom godina.
02:27
Now, the first thing that you need to know
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Prvo što treba da znate
02:28
about designing at scale
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o dizajniranju po meri
02:29
is that the little things really matter.
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jeste da su male stvari zaista bitne.
02:32
Here's a really good example of how
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Evo jednog zaista dobrog primera kako
02:34
a very tiny design element can make a big impact.
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neki veoma mali elementi u dizajnu
mogu doneti veliki uticaj.
mogu doneti veliki uticaj.
02:38
The team at Facebook that manages
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Tim koji upravlja
02:41
the Facebook "Like" button
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Fejsbukovim dugmetom “Sviđa mi se”
02:43
decided that it needed to be redesigned.
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je odlučio da ono
treba da bude redizajnirano.
treba da bude redizajnirano.
02:45
The button had kind of gotten out of sync
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Dugme je izgubilo korak
02:48
with the evolution of our brand
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sa evolucijom našeg brenda
02:49
and it needed to be modernized.
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i bilo je neophodno da ga izmenimo.
02:51
Now you might think, well, it's a tiny little button,
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Možda mislite: “Pa, to je malo dugme
i to verovatno nije komplikovano,
to je lak zadatak za dizajnera”,
to je lak zadatak za dizajnera”,
02:53
it probably is a pretty straightforward,
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02:55
easy design assignment, but it wasn't.
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ali to nije bilo tako.
02:58
Turns out, there were all kinds of constraints
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Ispostavilo se da postoje
razna ograničenja
razna ograničenja
03:00
for the design of this button.
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za dizajniranje ovog dugmeta.
03:02
You had to work within specific
height and width parameters.
height and width parameters.
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Morali smo da radimo
sa tačno određenom visinom i širinom.
sa tačno određenom visinom i širinom.
03:05
You had to be careful to make it work
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Morali smo da budemo sigurni da će raditi
03:07
in a bunch of different languages,
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na mnoštvu različitih jezika
03:09
and be careful about using
fancy gradients or borders
fancy gradients or borders
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i morali smo da budemo
posebno pažljvi kod finih prelaza i ivica
posebno pažljvi kod finih prelaza i ivica
03:12
because it has to degrade gracefully
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zato što je prelaz morao
da bude graciozan
da bude graciozan
03:14
in old web browsers.
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čak i na starim veb-pregledačima.
03:16
The truth is, designing this tiny little button
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Istina je, dizajniranje
ovog veoma malog dugmeta
ovog veoma malog dugmeta
03:19
was a huge pain in the butt.
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je bio veoma dosadan zadatak.
03:21
Now, this is the new version of the button,
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Ovo je nova verzija ovog dugmeta
03:23
and the designer who led this project estimates
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i dizajner koji je vodio
ovaj projekat je procenio
ovaj projekat je procenio
03:26
that he spent over 280 hours
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da je proveo više od 280 sati
03:29
redesigning this button over the course of months.
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tokom nekoliko meseci,
redizajnirajući ovo dugme.
redizajnirajući ovo dugme.
03:33
Now, why would we spend so much time
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Zašto bismo proveli toliko vremena
03:35
on something so small?
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na nešto što je tako malo?
03:37
It's because when you're designing at scale,
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Zato što, kada dizajnirate po meri,
03:39
there's no such thing as a small detail.
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ne postoje takve stvari
kao što su mali detalji.
kao što su mali detalji.
03:42
This innocent little button
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Ovo nevino, malo dugme
03:44
is seen on average 22 billion times a day
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je u proseku viđeno
22 milijarde puta dnevno
22 milijarde puta dnevno
03:48
and on over 7.5 million websites.
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na preko 7,5 miliona
različitih veb-sajtova.
različitih veb-sajtova.
03:51
It's one of the single most viewed
design elements ever created.
design elements ever created.
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Jedan je od najviđenijh dizajnerskih
elemenata koji su ikada postojali.
elemenata koji su ikada postojali.
03:55
Now that's a lot of pressure for a little button
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To stvara veliki pritisak
za ovo malo dugme
za ovo malo dugme
03:58
and the designer behind it,
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i dizajnera koji stoji iza njega,
03:59
but with these kinds of products,
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ali sa ovakvim proizvodima,
04:01
you need to get even the tiny things right.
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čak i male stvari moraju
da budu dobro odrađene.
da budu dobro odrađene.
04:04
Now, the next thing that you need to understand
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Sledeća stvar koju morate razumeti
04:06
is how to design with data.
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jeste kako dizajnirati sa podacima.
04:09
Now, when you're working on products like this,
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Kada radite sa ovakvim proizvodima,
04:10
you have incredible amounts of information
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imate neverovatnu količinu informacija
04:13
about how people are using your product
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o tome kako ljudi koriste vaš proizvod
04:15
that you can then use to influence
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i koje možete koristiti da utičete
04:17
your design decisions,
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na vaše dizajnerske odluke,
04:18
but it's not just as simple as following the numbers.
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ali to nije jednostavno
poput praćenja brojki.
poput praćenja brojki.
04:21
Let me give you an example
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Evo jednog primera
04:22
so that you can understand what I mean.
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da razumete na šta mislim.
04:25
Facebook has had a tool for a long time
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Već dugo vremena, Fejsbuk ima alatku
04:27
that allowed people to report photos
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koja dozvoljava ljudima
da prijave fotografije
da prijave fotografije
04:29
that may be in violation of our community standards,
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koje možda krše
standarde naše zajednice,
standarde naše zajednice,
04:32
things like spam and abuse.
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stvari poput spama i zloupotrebe.
04:34
And there were a ton of photos reported,
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Bilo je mnogo prijavljenih fotografija,
04:36
but as it turns out,
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ali, kao što se ispostavilo,
04:38
only a small percentage were actually
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samo je jedan mali procenat njih
04:40
in violation of those community standards.
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kršio standarde te zajednice.
04:43
Most of them were just your typical party photo.
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Većina njih su bile
tipične fotografije sa žurki.
tipične fotografije sa žurki.
04:45
Now, to give you a specific hypothetical example,
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Da bih vam dala specifičan,
hipotetički primer,
hipotetički primer,
04:48
let's say my friend Laura hypothetically
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reći ću da je moja prijateljica Lora
hipotetički postavila moju fotografiju
04:51
uploads a picture of me
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04:52
from a drunken night of karaoke.
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sa jedne pijane noći karaoka.
04:55
This is purely hypothetical, I can assure you.
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Ovo je potpuno hipotetički,
uveravam vas.
uveravam vas.
04:59
(Laughter)
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(Smeh)
05:00
Now, incidentally,
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Sasvim slučajno, znate kako
05:02
you know how some people are kind of worried
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neke ljude brine
05:03
that their boss or employee
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da bi njihov šef ili zaposleni
05:05
is going to discover embarrassing photos of them
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mogao da otkrije posramljujuće slike
05:07
on Facebook?
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na Fejsbuku?
05:08
Do you know how hard that is to avoid
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Znate li koliko je to teško izbeći
05:10
when you actually work at Facebook?
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kada u stvari radite za Fejsbuk?
05:14
So anyway, there are lots of these photos
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Inače, postoji mnoštvo ovih fotografija
05:16
being erroneously reported as spam and abuse,
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koje greškom bivaju prijavljene
kao spam ili zloupotreba
kao spam ili zloupotreba
05:19
and one of the engineers on the team had a hunch.
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i jedan od inženjera ovog tima
je imao predosećaj.
je imao predosećaj.
05:22
He really thought there was something else going on
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On je pomislio da se tu događa nešto drugo
05:24
and he was right,
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i bio je u pravu,
05:25
because when he looked
through a bunch of the cases,
through a bunch of the cases,
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zato što, kada je pregledao
mnoštvo ovih slučajeva,
mnoštvo ovih slučajeva,
05:27
he found that most of them
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video je da je većina njih
05:29
were from people who were requesting
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potekla od ljudi koji traže
05:31
the takedown of a photo of themselves.
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da se uklone fotografije njih samih.
05:34
Now this was a scenario that the team
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Ovo je bio scenario
05:36
never even took into account before.
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koji taj tim nije
nikada ranije razmatrao.
nikada ranije razmatrao.
Zato su dodali novu opciju koja omogućava
05:38
So they added a new feature
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05:40
that allowed people to message their friend
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ljudima da pošalju poruku
svojim prijateljima
svojim prijateljima
05:42
to ask them to take the photo down.
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i pitaju ih da obrišu fotografiju.
05:44
But it didn't work.
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Međutim, to nije radilo.
05:46
Only 20 percent of people
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Samo je 20% ljudi poslalo
05:47
sent the message to their friend.
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poruku njihovim prijateljima.
05:49
So the team went back at it.
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Zbog toga se tim ponovo bacio na posao.
05:51
They consulted with experts in conflict resolution.
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Konsultovali su eksperte
za razrešavanje konflikata.
za razrešavanje konflikata.
05:55
They even studied the universal principles
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Čak su proučavali i univerzalne principe
05:58
of polite language,
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pristojnog jezika,
05:59
which I didn't even actually know existed
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što nisam ni znala da postoji
06:01
until this research happened.
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dok nije došlo do ovog istraživanja.
06:03
And they found something really interesting.
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Otkrili su nešto veoma interesantno.
Morali su da idu dalje
od prostog pomaganja ljudima
od prostog pomaganja ljudima
06:05
They had to go beyond just helping people
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06:07
ask their friend to take the photo down.
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da pitaju pijatelje
da uklone fotografije.
da uklone fotografije.
06:09
They had to help people express to their friend
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Morali su da pomognu ljudima
da objasne svojim prijateljima
da objasne svojim prijateljima
06:12
how the photo made them feel.
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kakva osećanja
ta fotografija budi u njima.
ta fotografija budi u njima.
06:14
Here's how the experience works today.
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Evo kako to iskustvo radi danas.
06:17
So I find this hypothetical photo of myself,
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Dakle, pronađem
ovu hipotetičku fotografiju sebe,
ovu hipotetičku fotografiju sebe,
06:20
and it's not spam, it's not abuse,
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ali to nije spam, to nije zloupotreba,
06:23
but I really wish it weren't on the site.
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ali je ja zaista ne želim na ovom sajtu.
06:25
So I report it and I say,
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Onda je ja prijavim i kažem:
06:28
"I'm in this photo and I don't like it,"
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“Ja sam na ovoj fotografiji
i ne dopada mi se”,
i ne dopada mi se”,
06:30
and then we dig deeper.
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i onda idemo dublje.
06:34
Why don't you like this photo of yourself?
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“Zbog čega ti se ne sviđa
ova tvoja fotografija”?
ova tvoja fotografija”?
06:36
And I select "It's embarrassing."
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I ja odaberem “Posramljujuća je”.
06:39
And then I'm encouraged to message my friend,
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Onda sam ohrabrena
da pošaljem poruku svom prijatelju
da pošaljem poruku svom prijatelju
06:42
but here's the critical difference.
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ali evo te kritične razlike.
06:44
I'm provided specific suggested language
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Dat mi je specifični predloženi jezik
06:48
that helps me communicate to Laura
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koji mi pomaže da kažem Lori
06:50
how the photo makes me feel.
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kako ta fotografija čini da se osećam.
06:52
Now the team found that this relatively small change
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Tim je otkrio da je ova
relativno mala promena
relativno mala promena
06:55
had a huge impact.
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imala veliki uticaj.
06:57
Before, only 20 percent of people
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Ranije, samo 20% ljudi
06:59
were sending the message,
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je slalo ovu poruku,
07:00
and now 60 percent were,
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a sada već 60%,
07:02
and surveys showed that people
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a ankete su pokazale da su se ljudi
07:04
on both sides of the conversation
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sa obe strane razgovora
07:06
felt better as a result.
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osećali bolje zbog ovoga.
07:08
That same survey showed
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Ta ista anketa je pokazala
07:09
that 90 percent of your friends
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da 90% vaših prijatelja
07:12
want to know if they've done something to upset you.
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žele da znaju da li su učinili
nešto što vas je uznemirilo.
nešto što vas je uznemirilo.
07:14
Now I don't know who the other 10 percent are,
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Ja zaista ne znam ko su preostalih 10%
ali je ovo izgleda situacija
gde je korisna
gde je korisna
07:16
but maybe that's where our "Unfriend" feature
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07:18
can come in handy.
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opcija za uklanjanje prijatelja.
07:20
So as you can see,
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Kao što vidite,
07:21
these decisions are highly nuanced.
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ove odluke su jako iznijansirane.
07:24
Of course we use a lot of data
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Naravno da koristimo mnoštvo podataka
07:26
to inform our decisions,
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ne bi li vodili naše odluke,
07:27
but we also rely very heavily on iteration,
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ali mi se takođe
dosta oslanjamo na ponavljanja,
dosta oslanjamo na ponavljanja,
07:31
research, testing, intuition, human empathy.
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istraživanje, testiranja,
intuiciju i ljudsku empatiju.
intuiciju i ljudsku empatiju.
07:35
It's both art and science.
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U isto vreme ovo je i umetnost i nauka.
07:37
Now, sometimes the designers
who work on these products
who work on these products
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Ponekad se za dizajnere
koji rade na ovim proizvodima
koji rade na ovim proizvodima
07:39
are called "data-driven,"
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kaže da su “vođeni podacima”,
07:41
which is a term that totally drives us bonkers.
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što je izraz koji nas potpuno izluđuje.
07:44
The fact is, it would be irresponsible of us
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Istina je, bilo bi neodgovorno od nas
07:47
not to rigorously test our designs
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da ne testiramo strogo naše dizajne
07:49
when so many people are counting on us
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kada toliko ljudi računa na nas
07:51
to get it right,
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da oni budu ispravni
07:53
but data analytics
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ali analiza podataka
07:55
will never be a substitute for design intuition.
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nikada neće moći da zameni
intuiciju u dizajnu.
intuiciju u dizajnu.
07:58
Data can help you make a good design great,
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Podaci mogu da vam pomognu
da od dobrog dizajna napravite odličan,
da od dobrog dizajna napravite odličan,
08:01
but it will never made a bad design good.
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ali nikada neće
od lošeg dizajna napraviti dobar.
od lošeg dizajna napraviti dobar.
08:05
The next thing that you need
to understand as a principle
to understand as a principle
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Sledeća stvar
koju morate razumeti kao princip,
koju morate razumeti kao princip,
08:08
is that when you introduce change,
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jeste da, kada uvodite promenu,
08:09
you need to do it extraordinarily carefully.
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morate to da učinite neverovatno oprezno.
08:12
Now I often have joked that
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Ja volim da se šalim
08:14
I spend almost as much time
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da provedem skoro isto vreme
08:16
designing the introduction of change
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dizajnirajući uvod u promenu,
08:18
as I do the change itself,
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kao što provedem
dizajnirajući samu promenu
dizajnirajući samu promenu
08:20
and I'm sure that we can all relate to that
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i sigurna sam da se svi
možemo pronaći u tome
možemo pronaći u tome
08:22
when something that we use a lot changes
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kada se nešto što mnogo koristimo promeni
08:24
and then we have to adjust.
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i mi jednostavno moramo da se prilagodimo.
08:26
The fact is, people can become
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Istina je, ljudi mogu postati
08:29
very efficient at using bad design,
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veoma efikasni u korišćenju
lošeg dizajna, tako da
lošeg dizajna, tako da
08:32
and so even if the change is
good for them in the long run,
good for them in the long run,
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čak i kada je dugoročno gledano
promena dobra za njih,
promena dobra za njih,
08:34
it's still incredibly frustrating when it happens,
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i dalje je veoma frustrirajuće
kada se ona dogodi,
kada se ona dogodi,
08:37
and this is particularly true
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i ovo je posebno tačno kada se radi
08:39
with user-generated content platforms,
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o platformama sa sadržajima
koje su stvorili korisnici,
koje su stvorili korisnici,
08:42
because people can rightfully
claim a sense of ownership.
claim a sense of ownership.
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zbog toga što ljudi zaista mogu
da tvrde da polažu pravo svojine.
da tvrde da polažu pravo svojine.
08:45
It is, after all, their content.
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Na kraju krajeva,
to i jeste njihov sadržaj.
to i jeste njihov sadržaj.
08:49
Now, years ago, when I was working at YouTube,
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Pre nekoliko godina,
kada sam radila za Jutjubu,
kada sam radila za Jutjubu,
08:51
we were looking for ways to
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tražili smo načine da ohrabrimo
08:53
encourage more people to rate videos,
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više ljudi da ocenjuju video snimke
08:56
and it was interesting because
when we looked into the data,
when we looked into the data,
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i ovo je bilo interesantno zbog toga što,
kada smo pogledali podatke,
kada smo pogledali podatke,
08:58
we found that almost everyone was exclusively using
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otkrili smo da je gotovo svako koristio
09:02
the highest five-star rating,
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samo najvišu ocenu od pet zvedica,
09:04
a handful of people were using
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izvestan broj ljudi je koristio
09:05
the lowest one-star,
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najnižu ocenu od jedne zvezdice,
09:07
and virtually no one
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a skoro niko
09:09
was using two, three or four stars.
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nije koristio dve,
tri ili četiri zvezdice.
tri ili četiri zvezdice.
Zbog toga smo odlučili
da to pojednostavimo
da to pojednostavimo
09:11
So we decided to simplify
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09:13
into an up-down kind of voting binary model.
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i pretvorimo u binarni model ocenjivanja,
sa palcem okrenutim nadole ili na gore.
sa palcem okrenutim nadole ili na gore.
09:16
It's going to be much easier
for people to engage with.
for people to engage with.
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Biće mnogo lakše
za ljude da ovo koriste.
za ljude da ovo koriste.
09:19
But people were very attached
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Međutim, ljudi su bili veoma privrženi
ocenjivanju sa pet zvezdica.
09:22
to the five-star rating system.
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09:23
Video creators really loved their ratings.
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Stvaraoci video snimaka
su zaista voleli svoje ocene.
su zaista voleli svoje ocene.
09:26
Millions and millions of people
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Milioni i milioni ljudi
09:27
were accustomed to the old design.
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su bili naviknuti na stari dizajn.
09:29
So in order to help people
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Stoga, ne bi li pomogli ljudima
09:31
prepare themselves for change
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da se pripreme za promenu
09:33
and acclimate to the new design more quickly,
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i prilagode novom dizajnu brže,
09:35
we actually published the data graph
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objavili smo grafikon sa podacima
09:38
sharing with the community
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koji sa zajednicom dele
09:39
the rationale for what we were going to do,
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obrazloženje za ono što ćemo uraditi
09:41
and it even engaged the larger industry
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i čak smo uključili
u taj proces i širu javnost
u taj proces i širu javnost
09:44
in a conversation, which resulted in
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što je za posledicu imalo
09:46
my favorite TechCrunch headline of all time:
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moj omiljeni naslov u Tekkranču do sada:
09:49
"YouTube Comes to a 5-Star Realization:
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“Jutjub dolazi
do zaključka od pet zvezdica:
do zaključka od pet zvezdica:
09:52
Its Ratings Are Useless."
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Njihovo ocenjivanje je beskorisno”.
09:55
Now, it's impossible to completely avoid
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Nemoguće je potpuno izbeći
09:58
change aversion when you're making changes
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antipatičnost prema promeni
kada pravite promene
kada pravite promene
10:00
to products that so many people use.
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u proizvodima koje koristi toliko ljudi.
10:02
Even though we tried to do all the right things,
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Iako smo pokušali
da radimo prave stvari
da radimo prave stvari
10:04
we still received our customary flood
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i dalje smo dobili
već uobičajenu količinu
već uobičajenu količinu
10:06
of video protests and angry emails
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video protesta i ljutih imejlova
10:09
and even a package that had
to be scanned by security,
to be scanned by security,
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i čak i jedan paket koji je
obezbeđenje moralo da skenira,
obezbeđenje moralo da skenira,
10:13
but we have to remember
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ali moramo da zapamtimo
10:15
people care intensely about this stuff,
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da ljudi zaista brinu o ovim stvarima,
10:18
and it's because these products, this work,
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a to je zato što njima ovi proizvodi
10:21
really, really matters to them.
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zaista puno znače.
10:23
Now, we know that we have to be careful
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Znamo da moramo da budemo pažljivi
10:26
about paying attention to the details,
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kada pažnju poklanjamo detaljima,
10:28
we have to be cognizant about how we use data
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moramo da budemo svesni
načina na koji koristimo podatke
načina na koji koristimo podatke
10:31
in our design process,
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u procesu dizajniranja
10:33
and we have to introduce change
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i promene moramo da uvodimo
10:34
very, very carefully.
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veoma, veoma pažljivo.
10:36
Now, these things are all really useful.
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Ovo su sve veoma korisne stvari.
10:38
They're good best practices for designing at scale.
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One su najbolji načini
za dizajniranje po meri.
za dizajniranje po meri.
10:41
But they don't mean anything
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1792
Međutim, one ne znače ništa
10:43
if you don't understand something
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ako ne razumete nešto
10:45
much more fundamental.
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što je mnogo osnovnije.
10:46
You have to understand who you are designing for.
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Morate da razumete za koga dizajnirate.
Kada postavite sebi cilj da dizajnirate
10:51
Now, when you set a goal to design
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10:53
for the entire human race,
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za celu ljudsku vrstu
10:55
and you start to engage in that goal in earnest,
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i kada se iskreno posvetite tom cilju,
10:58
at some point you run into the walls
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u jednom trenutku
prosto natrčite na zidove
prosto natrčite na zidove
11:00
of the bubble that you're living in.
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tog mehurića u kome živite.
11:02
Now, in San Francisco, we get a little miffed
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U San Francisku,
pomalo se iziritiramo kada naiđemo
pomalo se iziritiramo kada naiđemo
11:05
when we hit a dead cell zone
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na deo grada u kome nema mreže
11:06
because we can't use our phones to navigate
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jer ne možemo da koristimo telefone
11:08
to the new hipster coffee shop.
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za navigaciju
do novog hipsterskog kafića.
do novog hipsterskog kafića.
11:11
But what if you had to drive four hours
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Ali šta ako bi morali
da vozite četiri sata
da vozite četiri sata
11:14
to charge your phone
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da napunite svoj mobilni telefon
11:15
because you had no reliable source of electricity?
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zato što nemate pouzdan izvor energije?
11:18
What if you had no access to public libraries?
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Šta bi bilo kada ne biste imali
pristup javnim bibliotekama?
pristup javnim bibliotekama?
11:22
What if your country had no free press?
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Šta ako vaša zemlja
nema slobodnu štampu?
nema slobodnu štampu?
11:25
What would these products start to mean to you?
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Šta bi u tom slučaju
ovi proizvodi značili vama?
ovi proizvodi značili vama?
11:28
This is what Google, YouTube and Facebook
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Ovako Gugl, Jutjub i Fejsbuk
11:31
look like to most of the world,
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izgledaju većem delu sveta
11:33
and it's what they'll look like
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i tako će izgledati
11:34
to most of the next five billion people
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većini od sledećih 5 milijardi ljudi
11:36
to come online.
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koji će početi da koriste internet.
11:38
Designing for low-end cell phones
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Dizajniranje za stare mobilne telefone
11:40
is not glamorous design work,
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nije veličanstveni dizajnerski posao,
ali ako želite da dizajnirate
za ceo svet,
za ceo svet,
11:42
but if you want to design for the whole world,
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11:44
you have to design for where people are,
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morate da dizajnirate prema tome
gde se ljudi nalaze,
gde se ljudi nalaze,
11:46
and not where you are.
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a ne gde se vi nalazite.
11:48
So how do we keep this big, big picture in mind?
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Pa kako stalno obraćati pažnju
na ovu veliku, veliku stvar?
na ovu veliku, veliku stvar?
11:51
We try to travel outside of our bubble to see, hear
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Pokušavamo povremeno
da putujemo izvan našeg mehurića
da putujemo izvan našeg mehurića
ne bi li čuli, videli i bolje razumeli
ljude za koje dizajniramo.
ljude za koje dizajniramo.
11:54
and understand the people we're designing for.
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11:57
We use our products in non-English languages
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Koristimo naše proizvode
na jezicima koji nisu engleski
na jezicima koji nisu engleski
11:59
to make sure that they work just as well.
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da bi bili sigurni
da rade jednako dobro.
da rade jednako dobro.
12:01
And we try to use one of these
phones from time to time
phones from time to time
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S vremena na vreme pokušavamo
da koristimo jedan od ovih telefona
da koristimo jedan od ovih telefona
12:04
to keep in touch with their reality.
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da bi ostali svesni njihove realnosti.
12:07
So what does it mean to design at a global scale?
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Pa šta znači dizajnirati
na svetskom nivou?
na svetskom nivou?
12:12
It means difficult and sometimes exasperating work
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To znači težak i ponekad
razdražujući posao
razdražujući posao
12:15
to try to improve and evolve products.
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pokušavanja da unapredimo
i evoluiramo proizvode.
i evoluiramo proizvode.
12:19
Finding the audacity and the
humility to do right by them
humility to do right by them
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Pronalaženje odvažnosti i poniznosti
da se učini dobro za njih
da se učini dobro za njih
12:22
can be pretty exhausting,
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može biti prilično iscrpljujuće,
12:24
and the humility part,
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a kada se radi o poniznosti,
12:25
it's a little tough on the design ego.
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ona može ponekad biti veoma loša
za ego samog dizajna.
za ego samog dizajna.
12:27
Because these products are always changing,
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Zbog toga što se ovi proizvodi
stalno menjaju,
stalno menjaju,
12:30
everything that I've designed in my career
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sve što sam dizajnirala u mojoj karijeri
12:32
is pretty much gone,
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više nije u upotrebi,
12:34
and everything that I will design will fade away.
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a sve što ću dizajnirati
će vremenom izbledeti.
će vremenom izbledeti.
12:37
But here's what remains:
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Ali evo šta ostaje:
12:39
the never-ending thrill
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oduševljenje koje se nikada ne završava
12:41
of being a part of something that is so big,
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što sam deo nečega što je tako veliko
12:43
you can hardly get your head around it,
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da ga jako teško možeš razumeti
12:46
and the promise that it just might change the world.
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i obećanje da ćeš možda promeniti svet.
12:49
Thank you.
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Hvala.
12:51
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Margaret Gould Stewart - User experience masterAt Facebook (and previously at YouTube), Margaret Gould Stewart designs experiences that touch the lives of a large percentage of the world's population.
Why you should listen
Margaret Gould Stewart has spent her career asking, “How do we design user experiences that change the world in fundamental ways?” It's a powerful question that has led her to manage user experiences for six of the ten most visited websites in the world, including Facebook, where she serves as Director of Product Design.
Before joining Facebook, Margaret managed the User Experience Team for YouTube, where she oversaw the largest redesign in the company's history, including the YouTube player page. She came to YouTube after two years leading Search and Consumer Products UX at Google. She approaches her work with a combined appreciation for timeless great design and transient digital technologies, and always with the end goal of improving people's lives. As she says: "Design is creativity in service of others."
Margaret Gould Stewart | Speaker | TED.com