ABOUT THE SPEAKER
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.

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."

More profile about the speaker
Margaret Gould Stewart | Speaker | TED.com
TED2014

Margaret Gould Stewart: How giant websites design for you (and a billion others, too)

玛格丽特·古尔德·斯图尔特: 网络设计,事关你我 | 玛格丽特·古尔德·斯图尔特

Filmed:
1,744,107 views

脸书(facebook)上的“喜欢”和“分享”按键每天会出现220亿次,使它们成为有史以来最受关注的设计元素之一,玛格丽特·古尔德·斯图尔特,作为脸书的董事和产品设计者,与大家分享了关于大规模设计的三大规则:仅仅是细微的改善,也会给全世界人们的生活带来变化 。并且,即使细微的调整也要小心谨慎,否则会引起所有人的不满。细节决定成败。
- 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

Double-click the English transcript below to play the video.

当我说“设计”这个词的时候
你会想到什么?
00:12
What do you think of when I say the word "design设计"?
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00:16
You probably大概 think of things like this,
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你可能会想到
00:18
finely crafted精雕细琢 objects对象 that you can hold保持 in your hand,
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可以触摸到的精致的物品
00:22
or maybe logos徽标 and posters海报 and maps地图
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也可能是一个商标,海报,或地图
00:25
that visually视觉 explain说明 things,
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一些能从视觉上解释说明事物的东西
00:27
classic经典 icons图标 of timeless永恒 design设计.
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经得起时间考验的图标设计
00:30
But I'm not here to talk about that kind of design设计.
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但今天,我要讲的并不是那样的设计
00:33
I want to talk about the kind
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我想说的是
00:34
that you probably大概 use every一切 day
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那种也许你每天都会使用的
00:36
and may可能 not give much thought to,
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但是却又没有关注太多的设计
00:38
designs设计 that change更改 all the time
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那些设计一直在改变
00:40
and that live生活 inside your pocket口袋.
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并且在我们的生活中无处不在
00:42
I'm talking about the design设计
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我要说的设计
00:44
of digital数字 experiences经验
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是一种数字化的体验
00:46
and specifically特别 the design设计 of systems系统
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具体来说就是系统设计
00:49
that are so big that their scale规模
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它庞大的规模
00:51
can be hard to comprehend理解.
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超乎想象
讲一个谷歌的事实
00:53
Consider考虑 the fact事实 that Google谷歌 processes流程
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它每天有超过十亿的搜索量
00:55
over one billion十亿 search搜索 queries查询 every一切 day,
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00:59
that every一切 minute分钟, over 100 hours小时
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每一分钟,就有超过长达100个小时的
01:01
of footage镜头 are uploaded上传 to YouTubeYouTube的.
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视频被传到YouTube上
01:03
That's more in a single day
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单这一天的量
01:05
than all three major重大的 U.S. networks网络 broadcast广播
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甚至比美国三大广播网络
01:08
in the last five years年份 combined结合.
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在过去五年里加起来的总和还要多
01:11
And FacebookFacebook的 transmitting发射 the photos相片,
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而且脸书(facebook)
也在超过12.3亿人之间
01:13
messages消息 and stories故事
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传播照片
01:14
of over 1.23 billion十亿 people.
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消息和事件
01:17
That's almost几乎 half of the Internet互联网 population人口,
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这几乎是网络使用者的一半
01:20
and a sixth第六 of humanity人性.
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也是世界人口的六分之一
01:23
These are some of the products制品
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它们是一些
01:24
that I've helped帮助 design设计 over the course课程 of my career事业,
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我在职业生涯中参与设计的产品
01:27
and their scale规模 is so massive大规模的
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它们极大的规模
01:29
that they've他们已经 produced生成 unprecedented史无前例
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创造了前所未有的
01:31
design设计 challenges挑战.
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设计挑战
01:33
But what is really hard
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但是,事实上
01:35
about designing设计 at scale规模 is this:
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关于大规模设计
01:38
It's hard in part部分 because
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真正困难的地方在于
01:39
it requires要求 a combination组合 of two things,
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它需要把大胆和谦逊
01:42
audacity大胆 and humility谦逊
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结合在一起
01:45
audacity大胆 to believe that the thing that you're making制造
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大胆是去相信你所设计的东西
01:49
is something that the entire整个 world世界 wants and needs需求,
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是整个世界所希望和需要的
01:52
and humility谦逊 to understand理解 that as a designer设计师,
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而谦逊让是去理解,
作为一个设计师
01:55
it's not about you or your portfolio投资组合,
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这个设计品不只是关于
你个人或者你的作品集
01:58
it's about the people that you're designing设计 for,
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它在于如何针对性地为用户们设计
02:00
and how your work just might威力 help them
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以及所设计的产品是否让他们
02:02
live生活 better lives生活.
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过上更好的生活
02:04
Now, unfortunately不幸, there's no school学校
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很不幸的是,现在并没有一所学校
02:07
that offers报价 the course课程 Designing设计 for Humanity人性 101.
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开一门“设计以人为本”的课
02:11
I and the other designers设计师
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我和一些同样
02:12
who work on these kinds of products制品
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设计这类产品的设计师们
02:14
have had to invent发明 it as we go along沿,
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在设计的过程中不得不自创了这门课
02:17
and we are teaching教学 ourselves我们自己
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并且来教授自己
02:19
the emerging新兴 best最好 practices做法
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要在实践中形成最好的规模设计
02:21
of designing设计 at scale规模,
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02:23
and today今天 I'd like share分享 some of the things
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今天,我将和大家分享
02:25
that we've我们已经 learned学到了 over the years年份.
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这么多年期间,我们学到的一些经验
02:27
Now, the first thing that you need to know
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关于设计规模的规则
02:28
about designing设计 at scale规模
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你首先需要知道的是
02:29
is that the little things really matter.
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点滴的小事影响深远
02:32
Here's这里的 a really good example of how
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这里有一个很好的例子可以用来解释
02:34
a very tiny design设计 element元件 can make a big impact碰撞.
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为什么一个非常小的设计会造成很大的影响
02:38
The team球队 at FacebookFacebook的 that manages管理
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脸书的管理团队
02:41
the FacebookFacebook的 "Like" button按键
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成功设计了
脸书上那个写着“赞”的图标
02:43
decided决定 that it needed需要 to be redesigned重新设计.
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决定要对它进行重新设计
02:45
The button按键 had kind of gotten得到 out of sync同步
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这个按键有些跟不上
我们品牌演变的步伐
02:48
with the evolution演化 of our brand
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02:49
and it needed需要 to be modernized现代化.
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它需要变得现代化
02:51
Now you might威力 think, well, it's a tiny little button按键,
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可能你会认为,好吧,
那只不过是一个小小的按键
02:53
it probably大概 is a pretty漂亮 straightforward直截了当,
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所以它可能只是一个非常简单的
02:55
easy简单 design设计 assignment分配, but it wasn't.
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设计任务,但事实并非如此
02:58
Turns out, there were all kinds of constraints限制
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后来,当我们设计这个按键的时候
03:00
for the design设计 of this button按键.
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存在着各种各样的约束
03:02
You had to work within specific具体
height高度 and width宽度 parameters参数.
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你必须在一个大量的参数的环境中工作
03:05
You had to be careful小心 to make it work
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你必须注意这个按键可以不同语言环境中
03:07
in a bunch of different不同 languages语言,
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都能有效果
03:09
and be careful小心 about using运用
fancy幻想 gradients梯度 or borders国界
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同时也要避免花哨或者花哨的界限
03:12
because it has to degrade降级 gracefully优雅
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因为这个按键要在
03:14
in old web卷筒纸 browsers浏览器.
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旧式浏览器中优雅地渐渐退出
03:16
The truth真相 is, designing设计 this tiny little button按键
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而事实是,即使是设计这么小的按键
03:19
was a huge巨大 pain疼痛 in the butt屁股.
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也是个是非常痛苦的过程
03:21
Now, this is the new version of the button按键,
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这是新设计的按键
03:23
and the designer设计师 who led this project项目 estimates估计
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在过去的几个月里,带领这个项目的设计师估计
03:26
that he spent花费 over 280 hours小时
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花费了超过280个小时
03:29
redesigning重新设计 this button按键 over the course课程 of months个月.
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重新设计这个按键
03:33
Now, why would we spend so much time
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你可能要问,究竟为什么我们要
03:35
on something so small?
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在这么一样小东西上花费这么长的时间
03:37
It's because when you're designing设计 at scale规模,
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这是因为当你在做设计的时候
03:39
there's no such这样 thing as a small detail详情.
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细节上是不存在大小之分的
03:42
This innocent无辜 little button按键
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这个不起眼的小图标
03:44
is seen看到 on average平均 22 billion十亿 times a day
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平均每天被浏览220亿次
03:48
and on over 7.5 million百万 websites网站.
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出现在超过750万的网页上
03:51
It's one of the single most viewed观看
design设计 elements分子 ever created创建.
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它是史上最具设计元素的产品
03:55
Now that's a lot of pressure压力 for a little button按键
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现在你知道为什么
我说在这个小小的按键
03:58
and the designer设计师 behind背后 it,
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设计的背后隐藏着设计者巨大的压力
03:59
but with these kinds of products制品,
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但是对于这类的产品
即使是小的事情也必须要做好
04:01
you need to get even the tiny things right.
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04:04
Now, the next下一个 thing that you need to understand理解
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另外一件你需要明白的事情就是
04:06
is how to design设计 with data数据.
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如何在设计过程中应用数据
04:09
Now, when you're working加工 on products制品 like this,
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当你在设计一件这样的产品的时候
04:10
you have incredible难以置信 amounts of information信息
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你有大量关于
人们会怎样使用你的产品的信息
04:13
about how people are using运用 your product产品
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04:15
that you can then use to influence影响
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这将会影响你的
04:17
your design设计 decisions决定,
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设计理念
04:18
but it's not just as simple简单 as following以下 the numbers数字.
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但是这不仅仅只关系到一堆数字
04:21
Let me give you an example
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让我来举一个例子
04:22
so that you can understand理解 what I mean.
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你就会明白我在说什么了
04:25
FacebookFacebook的 has had a tool工具 for a long time
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脸书在很久之前就有一个工具
04:27
that allowed允许 people to report报告 photos相片
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是用来让人们反馈那些照片
04:29
that may可能 be in violation违反 of our community社区 standards标准,
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可能会给人们带来不便的照片,
04:32
things like spam垃圾邮件 and abuse滥用.
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例如就好像垃圾邮件和滥用信息
04:34
And there were a ton of photos相片 reported报道,
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每天有成千上万的照片被上传
04:36
but as it turns out,
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但是事实证明
04:38
only a small percentage百分比 were actually其实
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只有很小的一部分
04:40
in violation违反 of those community社区 standards标准.
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违反社区标准
04:43
Most of them were just your typical典型 party派对 photo照片.
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大多数是派对的照片
04:45
Now, to give you a specific具体 hypothetical假想 example,
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我们来假设一个具体的例子
04:48
let's say my friend朋友 Laura劳拉 hypothetically假设
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比如假设我有个好朋友叫劳拉
04:51
uploads上传 a picture图片 of me
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她上传了一张
04:52
from a drunken night of karaoke卡拉OK.
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我醉酒后在卡拉ok的照片
04:55
This is purely纯粹 hypothetical假想, I can assure保证 you.
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我向你保证,这真的只是一个假设
04:59
(Laughter笑声)
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(笑声)
05:00
Now, incidentally顺便,
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顺便说一句
05:02
you know how some people are kind of worried担心
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你也知道现在有一些人担心
05:03
that their boss老板 or employee雇员
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他们的老板或是员工
05:05
is going to discover发现 embarrassing尴尬 photos相片 of them
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看到他们在脸书上的
05:07
on FacebookFacebook的?
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不雅照片
05:08
Do you know how hard that is to avoid避免
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你知道不让我的朋友看见这些照片有多么困难么
05:10
when you actually其实 work at FacebookFacebook的?
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尤其是我还在facebook上班!
05:14
So anyway无论如何, there are lots of these photos相片
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所以,当大量这类照片被当成是
05:16
being存在 erroneously reported报道 as spam垃圾邮件 and abuse滥用,
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垃圾信息或是信息滥用来处理的时候
05:19
and one of the engineers工程师 on the team球队 had a hunch直觉.
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团队的一个工程师有了预感
05:22
He really thought there was something else其他 going on
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他觉得这当中一定有什么
05:24
and he was right,
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而且 他是对的
05:25
because when he looked看着
through通过 a bunch of the cases,
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因为当他看到这么多案例以后
05:27
he found发现 that most of them
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他发现大多数的反馈信息
05:29
were from people who were requesting请求
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是来自那些照片的当事人
05:31
the takedown记录下来 of a photo照片 of themselves他们自己.
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他们要求删除有他们自己的照片
05:34
Now this was a scenario脚本 that the team球队
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在这之前,我们的团队
05:36
never even took into account帐户 before.
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从未考虑到这个情况问题
05:38
So they added添加 a new feature特征
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所以他们新加了一个功能
05:40
that allowed允许 people to message信息 their friend朋友
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就是允许人们发信息给他们的朋友
05:42
to ask them to take the photo照片 down.
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让他们把照片删除
05:44
But it didn't work.
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但是,这并不起作用
05:46
Only 20 percent百分 of people
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只有百分之二十的人
05:47
sent发送 the message信息 to their friend朋友.
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给他们的朋友发了消息
05:49
So the team球队 went back at it.
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所以我们的工作人员又回到了这个问题上
05:51
They consulted咨询 with experts专家 in conflict冲突 resolution解析度.
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他们咨询了专家该如何解决冲突
05:55
They even studied研究 the universal普遍 principles原则
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他们甚至学习了
礼貌用语的通用原则
05:58
of polite有礼貌 language语言,
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05:59
which哪一个 I didn't even actually其实 know existed存在
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直到他们做了这项研究以前
06:01
until直到 this research研究 happened发生.
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我都不知道还有这样原则存在,
06:03
And they found发现 something really interesting有趣.
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我们的工作人员发现了
一件很有趣的事情,
06:05
They had to go beyond just helping帮助 people
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他们不仅仅帮助人们让他们朋友
06:07
ask their friend朋友 to take the photo照片 down.
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把照片从网上删除
06:09
They had to help people express表现 to their friend朋友
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同时也让他们的朋友了解到
06:12
how the photo照片 made制作 them feel.
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被上传照片的人的心情
06:14
Here's这里的 how the experience经验 works作品 today今天.
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如今的设计就是这个经历所带来的
06:17
So I find this hypothetical假想 photo照片 of myself,
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当我看到自己这张假设的照片的时候
06:20
and it's not spam垃圾邮件, it's not abuse滥用,
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它既不是垃圾邮件也不是滥用邮件
06:23
but I really wish希望 it weren't on the site现场.
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但是我真的不希望在网上看到这张照片
06:25
So I report报告 it and I say,
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所以我反馈了意见,并写道
06:28
"I'm in this photo照片 and I don't like it,"
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“我在这张照片里,但是我不喜欢这张照片”
06:30
and then we dig deeper更深.
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然后我们进一步去探讨
06:34
Why don't you like this photo照片 of yourself你自己?
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为什么你不喜欢这张有你自己的照片
06:36
And I select选择 "It's embarrassing尴尬."
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我选择了:“它让我感到难堪“
06:39
And then I'm encouraged鼓励 to message信息 my friend朋友,
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然后我被鼓励去发消息给我的朋友
06:42
but here's这里的 the critical危急 difference区别.
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然而这就是不同的关键
06:44
I'm provided提供 specific具体 suggested建议 language语言
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脸书上会给我提供专门的建议用语
06:48
that helps帮助 me communicate通信 to Laura劳拉
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用来帮助我和劳拉交流
06:50
how the photo照片 makes品牌 me feel.
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我对这个照片的想法
06:52
Now the team球队 found发现 that this relatively相对 small change更改
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我们的工作人员发现,
这个小小的改变
06:55
had a huge巨大 impact碰撞.
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带来了巨大的影响
06:57
Before, only 20 percent百分 of people
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在这之前,只有20%的人
06:59
were sending发出 the message信息,
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会发信息给他们的朋友
07:00
and now 60 percent百分 were,
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但是现在有60%的人会去发消息
07:02
and surveys调查 showed显示 that people
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据调查显示
07:04
on both sides双方 of the conversation会话
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对话的双方
07:06
felt better as a result结果.
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最后都会觉得不错
07:08
That same相同 survey调查 showed显示
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据同一调查显示
07:09
that 90 percent百分 of your friends朋友
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你90%的朋友希望知道自己是否
07:12
want to know if they've他们已经 doneDONE something to upset烦乱 you.
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做了什么让你不高兴的事情
07:14
Now I don't know who the other 10 percent百分 are,
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我不知道另外10%的人的想法
07:16
but maybe that's where our "Unfriend取消关注" feature特征
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但是也许就是到了我们“解除好友”的按键
07:18
can come in handy便利.
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非常好用的时候了
07:20
So as you can see,
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正如你所看到的
07:21
these decisions决定 are highly高度 nuanced细致入微.
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这些改变是很微妙的
07:24
Of course课程 we use a lot of data数据
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当然,这个过程中我们用了很多数据
07:26
to inform通知 our decisions决定,
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来支持我们的决定
07:27
but we also rely依靠 very heavily严重 on iteration迭代,
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同时我们以反复试验,
07:31
research研究, testing测试, intuition直觉, human人的 empathy同情.
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研究,测试,直觉以及人类的同理心为主
07:35
It's both art艺术 and science科学.
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这是艺术和科学的融合
07:37
Now, sometimes有时 the designers设计师
who work on these products制品
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现在有时候,我们也把这些设计者
07:39
are called "data-driven数据驱动,"
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叫做“数据驱动者”
07:41
which哪一个 is a term术语 that totally完全 drives驱动器 us bonkers疯狂的.
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这完全一个让我们疯狂的词
07:44
The fact事实 is, it would be irresponsible不负责任 of us
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事实上,我们会因为没有严格测试我们的设计产品
07:47
not to rigorously严格 test测试 our designs设计
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而被认为是不负责任的
07:49
when so many许多 people are counting数数 on us
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尤其是当有那么多的人在
07:51
to get it right,
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指望着我们做对事情的时候
07:53
but data数据 analytics分析
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但是数据分析
07:55
will never be a substitute替代 for design设计 intuition直觉.
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绝对不会代替设计的直觉
07:58
Data数据 can help you make a good design设计 great,
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数据能帮助我们使设计变得更加完美
08:01
but it will never made制作 a bad design设计 good.
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但是绝对不会把一个不好的设计变成好的
08:05
The next下一个 thing that you need
to understand理解 as a principle原理
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下一个你必须要去理解的事情是
08:08
is that when you introduce介绍 change更改,
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当你想要改变的时候
08:09
you need to do it extraordinarily异常 carefully小心.
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需要格外仔细
08:12
Now I often经常 have joked开玩笑 that
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我经常开玩笑说
08:14
I spend almost几乎 as much time
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我在设计产品变动的介绍词
08:16
designing设计 the introduction介绍 of change更改
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花费了大量的时间
08:18
as I do the change更改 itself本身,
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这几乎和我在做产品改动的时间是一样的
08:20
and I'm sure that we can all relate涉及 to that
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而且我敢肯定
08:22
when something that we use a lot changes变化
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当一件事情需要我们做出很多改变的时候
08:24
and then we have to adjust调整.
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我们也要对自己做出调整
08:26
The fact事实 is, people can become成为
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事实上,人们会因为使用了
08:29
very efficient高效 at using运用 bad design设计,
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不好的设计而变得更有效率
08:32
and so even if the change更改 is
good for them in the long run,
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虽然从长远角度上看,
这个改变是对大家有好处的
08:34
it's still incredibly令人难以置信 frustrating泄气 when it happens发生,
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但是有不好的设计产生的时候,
它仍被认为是一个失败的设计
08:37
and this is particularly尤其 true真正
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而且这个在
08:39
with user-generated用户生成的 content内容 platforms平台,
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用户创建的内容平台中证实了
08:42
because people can rightfully理所当然
claim要求 a sense of ownership所有权.
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因为人们会去维护他们的主人翁意识
08:45
It is, after all, their content内容.
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毕竟脸书上所说的是他们自己
08:49
Now, years年份 ago, when I was working加工 at YouTubeYouTube的,
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几年前,当我还在YouTube(视频网站)工作的时候
08:51
we were looking for ways方法 to
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我们尝试着怎样才能
08:53
encourage鼓励 more people to rate videos视频,
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鼓励更多的人去评价视频
08:56
and it was interesting有趣 because
when we looked看着 into the data数据,
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当我们查看数据的时候,
发现了一些很有趣的事情
08:58
we found发现 that almost几乎 everyone大家 was exclusively using运用
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几乎所有的人都给与了别人
09:02
the highest最高 five-star五星 rating评分,
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最高的五星的评价
09:04
a handful少数 of people were using运用
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只有极少数的一些人会使用
09:05
the lowest最低 one-star一星级,
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最少的一星评价
09:07
and virtually实质上 no one
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并且几乎没有人会使用
09:09
was using运用 two, three or four stars明星.
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两星,三星或是四星的评价
09:11
So we decided决定 to simplify简化
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所以我们决定简化这样的评估模式
09:13
into an up-down上下 kind of voting表决 binary二进制 model模型.
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我们把它变成只有好和坏两种选择的模式
09:16
It's going to be much easier更轻松
for people to engage从事 with.
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这对于参与评估的人们来说简单多了
09:19
But people were very attached
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但是,人们非常注重
09:22
to the five-star五星 rating评分 system系统.
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五星评估系统
09:23
Video视频 creators创作者 really loved喜爱 their ratings评级.
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上传视频的人也很满意他们的评估等级
09:26
Millions百万 and millions百万 of people
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成百万的使用者已经习惯了
09:27
were accustomed惯常的 to the old design设计.
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旧的五星评分方式
09:29
So in order订购 to help people
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所以,为了帮助人们
09:31
prepare准备 themselves他们自己 for change更改
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更快的熟悉和接受这个新的设计
09:33
and acclimate适应 to the new design设计 more quickly很快,
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我们把之前的数据图表
09:35
we actually其实 published发表 the data数据 graph图形
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09:38
sharing分享 with the community社区
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放在了网上告诉人们
09:39
the rationale合理 for what we were going to do,
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我们要去改变的原因
09:41
and it even engaged订婚 the larger industry行业
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没想到在大家的交流过程中
09:44
in a conversation会话, which哪一个 resulted导致 in
245
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话题被扩大了,于是产生了
09:46
my favorite喜爱 TechCrunchTechCrunch的 headline标题 of all time:
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我最爱的科技博客(新兴互联网公司评论的博客)
的标题:
09:49
"YouTubeYouTube的 Comes to a 5-Star-星 Realization实现:
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“YouTube的五星级觉醒:
09:52
Its Ratings评级 Are Useless无用."
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它的五星评级制毫无用处”
09:55
Now, it's impossible不可能 to completely全然 avoid避免
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虽然不可能完全避免改变带来的反感
09:58
change更改 aversion厌恶 when you're making制造 changes变化
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尤其是改变了那多人已经熟悉的产品
10:00
to products制品 that so many许多 people use.
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10:02
Even though虽然 we tried试着 to do all the right things,
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即使我们试着把所有的事情做对
10:04
we still received收到 our customary习惯性 flood洪水
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可是还是受到了如同洪水般的
10:06
of video视频 protests抗议 and angry愤怒 emails电子邮件
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抗议视频和投诉邮件
10:09
and even a package that had
to be scanned扫描 by security安全,
255
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甚至我们还收到了一个
需要接受安全扫描的包裹
10:13
but we have to remember记得
256
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然而,从另外一个角度来
10:15
people care关心 intensely激烈 about this stuff东东,
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我们也知道到人们对这个改变非常关注
10:18
and it's because these products制品, this work,
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也是因为这个产品对于他们来说
10:21
really, really matters事项 to them.
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是真的真的很重要
10:23
Now, we know that we have to be careful小心
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现在我们知道了
10:26
about paying付款 attention注意 to the details细节,
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细节的重要性
10:28
we have to be cognizant认识 about how we use data数据
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我们也意识到,
如何在设计中使用数据
10:31
in our design设计 process处理,
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10:33
and we have to introduce介绍 change更改
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而且,在我们给人们介绍产品改变的时候
10:34
very, very carefully小心.
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也要非常小心仔细
10:36
Now, these things are all really useful有用.
266
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这些方法是非常有用的
10:38
They're good best最好 practices做法 for designing设计 at scale规模.
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它们是在设计规模时候最好的练习方法
10:41
But they don't mean anything
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但是如果你不能懂得其中的最基本道理,
10:43
if you don't understand理解 something
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那么它对于你说就什么都不是
10:45
much more fundamental基本的.
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10:46
You have to understand理解 who you are designing设计 for.
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你必须明白,你究竟是在为谁设计
10:51
Now, when you set a goal目标 to design设计
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当你建立的设计目标是
10:53
for the entire整个 human人的 race种族,
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为了全人类而设计的时候
10:55
and you start开始 to engage从事 in that goal目标 in earnest认真,
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然后你以一个认真的态度去达成那个目标
10:58
at some point you run into the walls墙壁
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有些时候你在自己的立场上
11:00
of the bubble泡沫 that you're living活的 in.
276
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迷失方向
11:02
Now, in San Francisco弗朗西斯科, we get a little miffed恼火
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现在,就在旧金山,
当我们到达一个没有信号的区域
11:05
when we hit击中 a dead cell细胞 zone
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1584
因为无法使用手机导航来
11:06
because we can't use our phones手机 to navigate导航
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寻找到新开的流行的咖啡店
11:08
to the new hipster潮人 coffee咖啡 shop.
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我们就开始不开心了
11:11
But what if you had to drive驾驶 four hours小时
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但是如果你因为没有可靠的电源设备
而得开四个小时的车去
找给手机充电的电源设备
11:14
to charge收费 your phone电话
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1336
11:15
because you had no reliable可靠 source资源 of electricity电力?
283
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如果你不被允许进入公共图书馆了
11:18
What if you had no access访问 to public上市 libraries图书馆?
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11:22
What if your country国家 had no free自由 press?
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如果这个国家都没有自由媒体了
11:25
What would these products制品 start开始 to mean to you?
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如果这些产品对你的要求严格了
11:28
This is what Google谷歌, YouTubeYouTube的 and FacebookFacebook的
287
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2744
这就是为什么谷歌,YouTube 和facebook
11:31
look like to most of the world世界,
288
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被世界所期待
11:33
and it's what they'll他们会 look like
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这也是为什么
11:34
to most of the next下一个 five billion十亿 people
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2102
未来的50亿人
11:36
to come online线上.
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会去上网
11:38
Designing设计 for low-end低端 cell细胞 phones手机
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设计一个低端的手机
11:40
is not glamorous富有魅力的 design设计 work,
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并不是一个吸引人的工作
11:42
but if you want to design设计 for the whole整个 world世界,
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但是,如果你是为了整个世界在设计
11:44
you have to design设计 for where people are,
295
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你就必须站在人们的角度上考虑
11:46
and not where you are.
296
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1753
而不是你自己的角度
11:48
So how do we keep this big, big picture图片 in mind心神?
297
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所以,我们应该如何记住把这个大的思考立场呢?
11:51
We try to travel旅行 outside of our bubble泡沫 to see, hear
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3084
我们尝试站在使用者的角度去思考
11:54
and understand理解 the people we're designing设计 for.
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我们尝试着去理解他们
11:57
We use our products制品 in non-English非英语 languages语言
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我们也邀请那些说不同语言人使用我们的产品
11:59
to make sure that they work just as well.
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2153
以确保所有的程序都能正常运行
12:01
And we try to use one of these
phones手机 from time to time
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而且我们尝试着时常使用这些手机
12:04
to keep in touch触摸 with their reality现实.
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以确保我们了解用户的实际使用情况
12:07
So what does it mean to design设计 at a global全球 scale规模?
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所以这个对全球范围的设计有什么意义?
12:12
It means手段 difficult and sometimes有时 exasperating可气 work
305
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3414
这是一项困难而且出力不讨好的工作
12:15
to try to improve提高 and evolve发展 products制品.
306
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3972
去尝试着改善和发展产品
12:19
Finding查找 the audacity大胆 and the
humility谦逊 to do right by them
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3193
以谦逊的心态为基本
却又不缺乏大胆创新的心思
去把设计做对做好
12:22
can be pretty漂亮 exhausting辛苦,
308
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1363
是相当辛苦的
12:24
and the humility谦逊 part部分,
309
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1512
而且在设计部分,对设计的自尊心是个考验
12:25
it's a little tough强硬 on the design设计 ego自我.
310
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2204
12:27
Because these products制品 are always changing改变,
311
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2472
因为产品总是在不断的变化
12:30
everything that I've designed设计 in my career事业
312
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2512
而我在设计生涯中的所有产品都会随着这些
12:32
is pretty漂亮 much gone走了,
313
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1296
更新换代而消失
12:34
and everything that I will design设计 will fade褪色 away.
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3280
而且未来我要做的设计
也会随着时间的流逝而消失
12:37
But here's这里的 what remains遗迹:
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而留下的是
12:39
the never-ending没完没了 thrill颤抖
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是永无止境的刺激和快感
12:41
of being存在 a part部分 of something that is so big,
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想到自己是如此巨大创造的一部分
12:43
you can hardly几乎不 get your head around it,
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会让我脑子转不过弯来
12:46
and the promise诺言 that it just might威力 change更改 the world世界.
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更何况它包含了
也许能够改变世界的承诺
12:49
Thank you.
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谢谢
12:51
(Applause掌声)
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(鼓掌)
Translated by Jenny Yang
Reviewed by Sherry Chen

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ABOUT THE SPEAKER
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.

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."

More profile about the speaker
Margaret Gould Stewart | Speaker | TED.com