TEDGlobal 2005
Paul Bennett: Design is in the details
Paul Bennett pronalazi dizajn u detaljima
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Pokazujući niz inspirirajućih, neobičnih proizvoda s kojima se možete igrati, britanski guru brendinga i dizajna Paul Bennett objašnjava kako dizajn ne mora značiti velike geste, već može riješiti malene, univerzalne i previđene probleme.
Paul Bennett - Designer; creative director, Ideo
As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked. Full bio
As a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked. Full bio
Double-click the English transcript below to play the video.
00:25
Hello. Actually, that's "hello" in Bauer Bodoni
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Pozdrav. Zapravo, ovo je "pozdrav" u Bauer Bodoniju
00:29
for the typographically hysterical amongst us.
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za tipografsko histerične među nama.
00:32
One of the threads that seems to have come through
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Jedna od niti koja se, čini se probila
00:35
loud and clear in the last couple of days
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jasno i glasno u ovih posljednjih par dana
00:38
is this need to reconcile what the Big wants --
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je ta potreba da se udovolji onome što Veliki želi --
00:42
the "Big" being the organization, the system, the country --
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"Veliki" znači organizacija, sustav, država --
00:48
and what the "Small" wants -- the individual, the person.
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i onome što "Mali" želi -- pojedinac, osoba.
00:51
And how do you bring those two things together?
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A kako spojite te dvije stvari zajedno?
00:53
Charlie Ledbetter, yesterday, I thought, talked very articulately
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Charlie Ledbetter je jučer, mislim, govorio veoma artikulirano
00:55
about this need to bring consumers, to bring people
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o toj potrebi da se uvedu potrošači, da se dovedu ljudi
00:59
into the process of creating things.
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u proces stvaranja stvari.
01:01
And that's what I want to talk about today.
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I to je ono o čemu ja želim danas govoriti.
01:04
So, bringing together the Small to help facilitate and create the Big,
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Dakle, dovođenje Malog kako bi pomogao facilitirati i stvoriti Velikog,
01:10
I think, is something that we believe in -- something I believe in,
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je mislim, nešto u što mi vjerujemo -- nešto u što ja vjerujem,
01:13
and something that we kind of bring to life
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i nešto što na neki način oživljujemo
01:15
through what we do at Ideo.
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kroz ono što radimo u Ideu.
01:18
I call this first chapter -- for the Brits in the room --
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Nazivam ovo prvim poglavljem -- za Britance u prostoriji --
01:20
the "Blinding Glimpse of the Bleeding Obvious."
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slijepo svjetlucanje prokleto očitog.
01:22
Often, the good ideas are so staring-at-you-right-in-the-face
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Često, dobre ideje vam toliko bulje izravno u lice,
01:26
that you kind of miss them. And I think, a lot of times,
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da ih jednostavno ne vidite. I mislim kako jako često,
01:29
what we do is just, sort of, hold the mirror up to our clients, and sort of go,
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ono što radimo je samo, držimo zrcalo prema našim klijentima i kažemo:
01:32
"Duh! You know, look what's really going on."
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"Duh! Znate, pogledajte što se doista događa."
01:35
And rather than talk about it in the theory,
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I umjesto da pričam o tome u teoriji,
01:37
I think I'm just going to show you an example.
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mislim kako ću vam pokazati primjer.
01:39
We were asked by a large healthcare system in Minnesota
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Veliki zdravstveni sustav u Minnesoti nas je zamolio
01:44
to describe to them what their patient experience was.
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da im opišemo kakvo je njihovo iskustvo pacijenata.
01:47
And I think they were expecting --
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I mislim kako su očekivali --
01:49
they'd worked with lots of consultants before --
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surađivali su s mnogo konzultanata prije --
01:50
I think they were expecting some kind of hideous org chart
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mislim kako su očekivali neku vrstu odvratnog organizacijskog grafikona
01:53
with thousands of bubbles and systemic this, that and the other,
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s tisućama mjehurića i sustavnim ovim, onim i nečim drugim,
01:57
and all kinds of mappy stuff.
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i svim tim stvarima koje idu na kartu.
01:59
Or even worse, some kind of ghastly death-by-Powerpoint thing
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Ili još gore, neku vrstu grozne smrti Powerpointom
02:03
with WowCharts and all kinds of, you know, God knows, whatever.
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s Vau grafikonima i svim tim, znate, Bog zna, što god.
02:07
The first thing we actually shared with them was this.
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Prva stvar koju smo podijelili s njima je bila ova.
02:13
I'll play this until your eyeballs completely dissolve.
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Producirat ću ovo sve dok vam se oči potpuno ne otope.
02:17
This is 59 seconds into the film.
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Ovo je film nakon prvih 59 sekundi.
02:23
This is a minute 59.
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Ovo je minuta i 59.
02:28
3:19.
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Tri minute i 19.
02:29
I think something happens. I think a head may appear in a second.
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Mislim kako se nešto dogodi. Mislim kako bi se glava mogla pojaviti za sekundu.
02:33
5:10.
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Pet minuta i deset.
02:35
5:58.
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Pet minuta i 58.
02:37
6:20.
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Šest minuta i 20.
02:39
We showed them the whole cut,
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Pokazali smo im cijeli isječak,
02:40
and they were all completely, what is this?
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i oni su svi bili potpuno, što je ovo?
02:43
And the point is when you lie in a hospital bed all day,
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A poanta je da kada ležite u bolnici cijeli dan,
02:54
all you do is look at the roof, and it's a really shitty experience.
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sve što radite je gledate u strop, i to je doista usrano iskustvo.
02:58
And just putting yourself in the position of the patient --
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I samo se stavljate u poziciju pacijenta.
03:02
this is Christian, who works with us at Ideo.
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Ovo je Kristijan, koji radi s nama u Ideu.
03:04
He just lay in the hospital bed,
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On je samo ležao u bolničkom krevetu
03:05
and, kind of, stared at the polystyrene ceiling tiles
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i samo buljio u polistirenske stropne ploče
03:08
for a really long time.
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dugo vremena.
03:09
That's what it's like to be a patient in the hospital.
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Takav je osjećaj biti pacijent u bolnici.
03:12
And they were sort, you know, blinding glimpse of bleeding obvious.
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A oni su bili, znate, slijepa svjetlucanja prokleto očitog.
03:15
Oh, my goodness. So, looking at the situation
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O, moj Bože. Dakle, promatrajući situaciju
03:18
from the point of view of the person out --
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s gledišta osobe izvan --
03:21
as opposed to the traditional position of the organization in --
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nasuprot tradicionalnoj poziciji organizacije iznutra --
03:25
was, for these guys, quite a revelation.
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je bilo za te momke, prilično otkrivenje.
03:28
And so, that was a really catalytic thing for them.
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I tako je to za njih bila doista katalitička stvar.
03:32
So they snapped into action.
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Stoga su odmah krenuli u akciju.
03:33
They said, OK, it's not about systemic change.
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Rekli su, u redu, nije stvar u sustavnoj promjeni.
03:36
It's not about huge, ridiculous things that we need to do.
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Ne radi se o ogromnim, blesavim stvarima koje moramo napraviti.
03:38
It's about tiny things that can make a huge amount of difference.
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Radi se o sićušnim stvarima koje mogu napraviti ogromnu razliku.
03:41
So we started with them prototyping some really little things
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Stoga smo započeli s njima raditi na prototipovima doista sićušnih stvari
03:45
that we could do to have a huge amount of impact.
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koje bismo mogli napraviti a da imaju ogroman učinak.
03:47
The first thing we did was we took a little bicycle mirror
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Prva stvar koju smo napravili je da smo uzeli malo ogledalo od bicikla
03:51
and we Band-Aided it here, onto a gurney, a hospital trolley,
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i flasterom smo ga zalijepili ovdje, na bolnička kolica,
03:56
so that when you were wheeled around by a nurse or by a doctor,
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kako bi, kada vas sestra ili doktor voze okolo,
04:00
you could actually have a conversation with them.
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mogli imati razgovor s njima.
04:01
You could, kind of, see them in your rear-view mirror,
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Mogli biste ih, na neki način, vidjeti u svom retrovizoru,
04:03
so it created a tiny human interaction.
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i tako je to stvorilo sićušnu ljudsku interakciju.
04:06
Very small example of something that they could do.
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Veoma malen primjer nečega što su mogli učiniti.
04:09
Interestingly, the nurses themselves, sort of, snapped into action --
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Zanimljivo, same sestre, su odmah krenule u akciju --
04:12
said, OK, we embrace this. What can we do?
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rekle su, u redu, mi prihvaćamo to. Što možemo učiniti?
04:15
The first thing they do is they decorated the ceiling.
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Prva stvar koju su napravili je bila dekoracija stropa.
04:18
Which I thought was really -- I showed this to my mother recently.
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Za koju sam pomislio kako je doista -- pokazao sam nedavno to svojoj majci.
04:20
I think my mother now thinks that I'm some sort of interior decorator.
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Mislim kako moja majka sada misli kako sam ja neka vrsta dekoratera interijera.
04:23
It's what I do for a living, sort of Laurence Llewelyn-Bowen.
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To je ono čime zarađujem za život, kao Laurence Llewelyn-Bowen.
04:26
Not particularly the world's best design solution
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Ne posebno najbolje dizajnersko rješenje na svijetu
04:28
for those of us who are real, sort of, hard-core designers,
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za one koji su pravi, okorjeli dizajneri.
04:30
but nonetheless, a fabulous empathic solution for people.
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Ali ipak, fantastično empatičko rješenje za ljude.
04:36
Things that they started doing themselves --
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Stvari koje su počeli izrađivati sami --
04:38
like changing the floor going into the patient's room
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poput mijenjanja poda koji je u pacijentovoj sobi
04:41
so that it signified, "This is my room. This is my personal space" --
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tako da je označavao, "Ovo je moja soba. Ovo je moj osobni prostor", --
04:46
was a really interesting sort of design solution to the problem.
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je bilo doista zanimljivo dizajnersko rješenje problema.
04:48
So you went from public space to private space.
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Dakle, došli bi iz javnog prostora u osobni prostor.
04:50
And another idea, again, that came from one of the nurses -- which I love --
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I još jedna ideja, ponovno, koja je došla od jedne od sestara -- koju volim --
04:53
was they took traditional, sort of, corporate white boards,
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je da su uzeli tradicionalne korporativne bijele ploče,
04:57
then they put them on one wall of the patient's room,
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zatim su ih stavili na jedan od zidova pacijentove sobe,
04:59
and they put this sticker there.
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i stavili su tamo ovu naljepnicu.
05:01
So that what you could actually do was go into the room
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Dakle, da kada uđete u sobu
05:04
and write messages to the person who was sick in that room,
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možete pisati poruke osobi koja je bila bolesna u toj sobi,
05:07
which was lovely.
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što je bilo slatko.
05:08
So, tiny, tiny, tiny solutions that made a huge amount of impact.
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Dakle, sićušna, sićušna, sićušna rješenja koja su imala veliki učinak.
05:13
I thought that was a really, really nice example.
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Mislio sam kako je to doista, doista lijep primjer.
05:17
So this is not particularly a new idea,
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Dakle, ovo nije naročito nova ideja,
05:19
kind of, seeing opportunities in things that are around you
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uočavanje prilika u stvarima koje su oko vas
05:23
and snapping and turning them into a solution.
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i uzimati ih i pretvarati u rješenja.
05:25
It's a history of invention based around this.
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Povijest inovacija je bazirana oko toga.
05:28
I'm going to read this because I want to get these names right.
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Pročitat ću ovo jer želim ispravno pročitati imena.
05:30
Joan Ganz Cooney saw her daughter -- came down on a Saturday morning,
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Joan Ganz Cooney je ugledala svoju kćer -- sišla je u subotu ujutro,
05:34
saw her daughter watching the test card,
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vidjela kako njezina kćer gleda test karticu,
05:36
waiting for programs to come on one morning
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čekajući jednog jutra da se pojave programi
05:39
and from that came Sesame Street.
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i iz toga je nastala Ulica Sezam.
05:43
Malcolm McLean was moving from one country to another
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Malcolm McLean se selio iz jedne države u drugu
05:47
and was wondering why it took these guys so long
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i pitao se zašto je tim momcima potrebno toliko vremena
05:49
to get the boxes onto the ship.
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da ukrcaju kutije na brod.
05:52
And he invented the shipping container.
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I izmislio je brodski kontejner.
05:55
George de Mestral -- this is not bugs all over a Birkenstock --
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George de Mestral -- ovo nisu kukci preko Birkenstocka --
05:59
was walking his dog in a field and got covered in burrs,
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je šetao psa po polju i bio je prekriven čičkom,
06:02
sort of little prickly things, and from that came Velcro.
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neka vrsta bodljikavih stvari, iz kojih je nastao Velcro.
06:09
And finally, for the Brits, Percy Shaw -- this is a big British invention --
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I naposljetku, za britance, Percy Shaw -- ovo je britanski izum --
06:14
saw the cat's eyes at the side of the road,
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je uočio mačje oči uz cestu,
06:15
when he was driving home one night and from that came the Catseye.
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kada se vozio jedne noći doma i iz toga su nastale 'Mačje oči'.
06:20
So there's a whole series of just using your eyes,
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Dakle, postoji cijeli niz samo korištenja svojih očiju,
06:22
seeing things for the first time, seeing things afresh
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opažanja stvari po prvi puta, opažanja stvari iz nove perspektive
06:25
and using them as an opportunity to create new possibilities.
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i njihova korištenja kao prilike za stvaranje novih mogućnosti.
06:29
Second one, without sounding overly Zen,
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Drugo, bez da zvučim pretjerano Zen,
06:31
and this is a quote from the Buddha:
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i ovo je citat od Bude:
06:33
"Finding yourself in the margins, looking to the edges of things,
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"Pronalazeći sebe na marginama, promatrajući rubove stvari
06:37
is often a really interesting place to start."
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je često doista zanimljivo mjesto za početi".
06:40
Blinkered vision tends to produce, I think, blinkered solutions.
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Zaslijepljena vizija tendira proizvodnji, mislim, zaslijepljenih rješenja.
06:44
So, looking wide, using your peripheral vision,
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Dakle, gledanje u širinu, koristeći svoju perifernu viziju,
06:47
is a really interesting place to look for opportunity.
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je doista zanimljivo mjesto za traženje prilika.
06:50
Again, another medical example here.
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Ponovno, još jedan medicinski primjer.
06:53
We were asked by a device producer --
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Proizvođač uređaja nas je zamolio --
06:56
we did the Palm Pilot and the Treo.
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izradili smo Palm Pilot i Treo.
06:58
We did a lot of sexy tech at Ideo --
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Izradili smo puno seksi tehnoloških stvari u Ideu --
07:00
they'd seen this and they wanted a sexy piece of technology
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vidjeli su to i htjeli su seksi tehnološki komad
07:03
for medical diagnostics.
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za medicinske dijagnoze.
07:05
This was a device that a nurse uses
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To je uređaj koji sestra koristi
07:07
when they're doing a spinal procedure in hospital.
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kada provodi proceduru za kičmu u bolnici.
07:09
They'll ask the nurses to input data.
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Zamole sestre da unesu podatke.
07:11
And they had this vision of the nurse, kind of, clicking away
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I imali su tu viziju sestre, u kojoj ona klika
07:13
on this aluminum device
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po tom aluminijskom uređaju
07:14
and it all being incredibly, sort of, gadget-lustish.
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i kako je sve to nevjerojatno poželjno.
07:19
When we actually went and watched this procedure taking place --
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Kada smo zapravo otišli i promatrali tu proceduru --
07:23
and I'll explain this in a second --
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i objasniti ću to za sekundu --
07:25
it became very obvious that there was a human dimension to this
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postalo je očito kako postoji ljudska dimenzija toga
07:29
that they really weren't recognizing.
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koju oni nisu zapravo prepoznali.
07:32
When you're having a four-inch needle inserted into your spine --
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Kada vam zabodu iglu od deset centimetara u vašu kičmu --
07:36
which was the procedure that this device's data was about;
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što je predstavljalo proceduru za koju se moralo unositi te podatke --
07:40
it was for pain management -- you're shit scared; you're freaking out.
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radi se o menadžmentu boli. Vi ste prokleto prestrašeni -- paničarite.
07:44
And so the first thing that pretty much every nurse did,
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I stoga, prva stvar koju je svaka sestra učinila,
07:48
was hold the patient's hand to comfort them. Human gesture --
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je bila držanje ruke pacijenta kako bi ih smirila. Ljudska gesta --
07:52
which made the fabulous two-handed data input completely impossible.
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koja je učinila fantastičan unos podataka dvjema rukama potpuno nemogućim.
07:58
So, the thing that we designed, much less sexy
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Dakle, stvar koju smo dizajnirali, manje seksi
08:02
but much more human and practical, was this.
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ali puno više ljudska i praktična, je bila ova.
08:07
So, it's not a Palm Pilot by any stretch of the imagination,
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Dakle, to nije Palm Pilot ni na koji način,
08:09
but it has a thumb-scroll so you can do everything with one hand.
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već ima svitak za palac tako da sve možete učiniti s jednom rukom.
08:12
So, again, going back to this -- the idea that a tiny human gesture
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Dakle, ponovno se vraćajući na ovo -- ideja u kojoj je sićušna ljudska gesta
08:18
dictated the design of this product.
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diktirala dizajn proizvoda.
08:21
And I think that's really, really important.
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I mislim kako je to doista, doista važno.
08:24
So, again, this idea of workarounds.
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Dakle, ponovno, ta ideja o izradi oko nas.
08:26
We use this phrase "workarounds" a lot,
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Koristimo tu frazu "izrada oko nas" često,
08:28
sort of, looking around us. I was actually looking around the TED
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što je, promatranje oko nas. Promatrao sam zapravo na TED-u
08:30
and just watching all of these kind of things happen
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i samo gledao sve te stvari koje se događaju
08:32
while I've been here.
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dok sam bio ovdje.
08:33
This idea of the way that people cobble together solutions in our life --
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Ideja načina na koji ljudi spajaju zajedno rješenja u našem životu --
08:37
and the things we kind of do in our environment
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i sve stvari koje radimo u našem okruženju
08:40
that are somewhat subconscious but have huge potential --
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koje su na neki način podsvjesne ali imaju veliki potencijal --
08:42
is something that we look at a lot.
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je nešto što često promatramo.
08:44
We wrote a book recently, I think you might have received it,
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Napisali smo nedavno knjigu, mislim kako ste je možda dobili,
08:47
called "Thoughtless Acts?"
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zvanu, "Nepromišljena djela?"
08:48
It's been all about these kind of thoughtless things that people do,
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Radi se o svim tim nepromišljenim stvarima koje ljudi rade,
08:51
which have huge intention and huge opportunity.
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koje imaju veliku namjeru i veliku priliku.
08:54
Why do we all follow the line in the street?
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Zašto svi slijedimo crtu na ulici?
08:57
This is a picture in a Japanese subway.
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To je slika u japanskoj podzemnoj željeznici.
08:59
People consciously follow things even though, why, we don't know.
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Ljudi svjesno slijede stvari čak i ako ne znamo zašto.
09:05
Why do we line up the square milk carton with the square fence?
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Zašto poravnavamo kvadratni karton mlijeka s kvadratnom ogradom?
09:09
Because we kind of have to -- we're just compelled to.
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Jer moramo -- prisiljeni smo.
09:13
We don't know why, but we do.
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Ne znamo zašto, ali radimo to.
09:17
Why do we wrap the teabag string around the cup handle?
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Zašto omotamo uzicu vrećice čaja oko drške šalice?
09:20
Again, we're sort of using the world around us
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Ponovno, na neki način koristimo svijet oko nas
09:23
to create our own design solutions.
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da stvorimo vlastita dizajnerska rješenja.
09:25
And we're always saying to our clients: "You should look at this stuff.
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I uvijek govorimo našim klijentima: "Trebali biste vidjeti ove stvari.
09:28
This stuff is really important. This stuff is really vital."
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Te stvari su doista važne. Te stvari su doista vitalne".
09:30
This is people designing their own experiences.
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To su ljudi koji dizajniraju vlastita iskustva.
09:32
You can draw from this.
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Možete izvući poučak iz toga.
09:36
We sort of assume that because there's a pole in the street,
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Pretpostavljamo to jer je stup na ulici,
09:38
that it's okay to use it, so we park our shopping cart there.
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da je u redu koristiti ga, stoga parkiramo svoja kolica za kupnju ovdje.
09:43
It's there for our use, on some level.
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Tamo je za nas da bi ga koristili, na neki način.
09:45
So, again, we sort of co-opt our environment
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Dakle, ponovno, na neki način kooptiramo naše okruženje
09:47
to do all these different things.
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kako bi napravili sve te stvari.
09:50
We co-opt other experiences --
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Mi kooptiramo druga iskustva --
09:51
we take one item and transfer it to another.
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uzmemo jednu stvar i prenesemo je drugoj.
09:55
And this is my favorite one. My mother used to say to me,
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A ovo je moja omiljena. Moja majka mi je znala reći,
09:57
"Just because your sister jumps in the lake doesn't mean you have to."
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"Samo zato jer tvoja sestra skače u jezero ne znači da moraš i ti".
10:00
But, of course, we all do. We all follow each other every day.
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Ali, naravno, svi mi moramo. Svi mi slijedimo svakoga svaki dan.
10:02
So somebody assumes
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Dakle, netko pretpostavi
10:03
that because somebody else has done something,
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kako, jer je netko učinio nešto,
10:05
that's permission for them to do the same thing.
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i to je dozvola da i oni naprave tu istu stvar.
10:08
And there's almost this sort of semaphore around us all the time.
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I cijelo vrijeme je oko nas taj neki semafor.
10:11
I mean, shopping bag equals "parking meter out of order."
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Mislim, potrošačka vrećica znači "naplata za parkiranje je izvan funkcije".
10:14
And we all, kind of, know how to read these signals now.
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I svi mi znamo kako čitati te signale sada.
10:16
We all talk to one another in this highly visual way
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Svi mi pričamo jedni s drugima na taj visoko vizualan način
10:19
without realizing what we're doing.
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bez shvaćanja što radimo.
10:22
Third section is this idea of not knowing,
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Treći dio je o toj ideji neznanja,
10:26
of consciously putting yourself backwards.
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svjesnog unazađivanja sebe.
10:28
I talk about unthinking situations all the time.
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Govorim o situacijama bez razmišljanja cijelo vrijeme.
10:31
Sort of having beginner's mind, scraping your mind clean
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Na neki način kao da imate početnički um, i čistite svoj um
10:33
and looking at things afresh.
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i gledate stvari svježim očima.
10:35
A friend of mine was a designer at IKEA,
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Moj prijatelj je bio dizajner u IKEI,
10:38
and he was asked by his boss
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i šef ga je zamolio
10:40
to help design a storage system for children.
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da pomogne dizajnirati sustav skladištenja za djecu.
10:43
This is the Billy bookcase -- it's IKEA's biggest selling product.
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Ovo je Billy polica za knjige -- to je IKEA-in najprodavaniji proizvod.
10:46
Hammer it together. Hammer it together with a shoe, if you're me,
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Zabijte ga skupa. Zabijte ga pomoću cipele, ako ste kao ja,
10:48
because they're impossible to assemble.
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jer ih je nemoguće sastaviti.
10:50
But big selling bookcase. How do we replicate this for children?
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Ali najprodavanija polica za knjige. Kako repliciramo to za djecu?
10:56
The reality is when you actually watch children,
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Stvarnost je da kada zapravo promatrate djecu,
10:59
children don't think about things like storage in linear terms.
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djeca ne razmišljaju o stvarima kao skladištenje u linearnim terminima.
11:02
Children assume permission in a very different way.
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Djeca pretpostavljaju dozvolu na drugačiji način.
11:05
Children live on things. They live under things.
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Djeca žive na stvarima. Žive ispod stvari.
11:07
They live around things,
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Žive oko stvari,
11:09
and so their spatial awareness relationship,
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i stoga je njihova povezanost prostorne svjesti
11:12
and their thinking around storage is totally different.
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i njihovog razmišljanja o skladištenju potpuno drukčija.
11:14
So the first thing you have to do -- this is Graham, the designer --
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Dakle, prva stvar koju morate učiniti -- ovo je Graham, dizajner --
11:17
is, sort of, put yourself in their shoes. And so, here he is
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je, na neki način, staviti se u njihovu poziciju. I tako, ovdje on
11:20
sitting under the table.
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sjedi ispod stola.
11:22
So, what came out of this?
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Dakle, što je proizašlo iz toga?
11:24
This is the storage system that he designed.
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Ovo je sustav skladištenja koji je on dizajnirao.
11:27
So what is this? I hear you all ask. No, I don't.
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Dakle, što je ovo? Čujem kako svi pitate. Ne, nisam.
11:30
(Laughter)
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(Smijeh)
11:32
It's this, and I think this is a particularly lovely solution.
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To je to, i mislim kako je to naročito lijepo rješenje.
11:36
So, you know, it's a totally different way of looking at the situation.
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Dakle, znate, to je potpuno drugačiji način promatranja situacije.
11:39
It's a completely empathic solution --
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To je potpuno empatično rješenje --
11:43
apart from the fact that teddy's probably not loving it.
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izuzev činjenica da se medvjediću vjerojatno ne sviđa.
11:45
(Laughter)
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(Smijeh)
11:49
But a really nice way of re-framing the ordinary,
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Ali doista lijep način ponovnog poimanja običnog,
11:54
and I think that's one of the things.
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i mislim kako je to jedna od stvari.
11:55
And putting yourself in the position of the person,
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I stavljanje sebe u poziciju osobe,
11:58
and I think that's one of the threads that I've heard again
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i mislim kako je to jedna od niti koju sam čuo ponovno
12:00
from this conference is how do we put ourselves
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na ovoj konferenciji a to je kako stavljamo sebe
12:02
in other peoples' shoes and really feel what they feel?
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u cipele drugih ljudi i doista osjećamo ono što oni osjećaju?
12:04
And then use that information to fuel solutions?
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I zatim iskoristiti tu informaciju za dobivanje rješenja?
12:07
And I think that's what this is very much about.
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I mislim kako se o tome radi.
12:11
Last section: green armband. We've all got them.
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Posljednji dio: zelena traka za ruku. Svi ih imamo,
12:15
It's about this really.
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o tome je zapravo.
12:17
I mean, it's about picking battles big enough to matter
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Mislim, radi se o odabiru borbi koje su dovoljne velike da znače nešto
12:19
but small enough to win.
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ali dovoljno male da pobijedimo.
12:21
Again, that's one of the themes
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Ponovno, to je jedna od tema
12:22
that I think has come through loud and clear in this conference
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koja se probila jasno i glasno na ovoj konferenciji
12:25
is: Where do we start? How do we start? What do we do to start?
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a to je: Gdje počinjemo? Kako počinjemo? Što moramo napraviti da bi počeli?
12:29
So, again, we were asked to design a water pump
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Dakle, ponovno, zamolili su nas da dizajniramo pumpu za vodu
12:33
for a company called ApproTEC, in Kenya.
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za kompaniju zvanu ApproTED, u Keniji.
12:35
They're now called KickStart.
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Sada se zove KickStart.
12:38
And, again, as designers,
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I ponovno, kao dizajneri,
12:39
we wanted to make this thing incredibly beautiful
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željeli smo napraviti tu stvar nevjerojatno lijepom
12:41
and spend a lot of time thinking of the form.
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i proveli smo mnogo vremena razmišljajući o obliku.
12:44
And that was completely irrelevant.
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A to je bilo potpuno nevažno.
12:45
When you put yourself in the position of these people,
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Kada se stavite u poziciju tih ljudi,
12:50
things like the fact that this has to be able to fold up
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stvari poput činjenice kako se to mora moći sklopiti
12:52
and fit on a bicycle, become much more relevant
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i stati na bicikl, su postale puno važnije
12:55
than the form of it. The way it's produced,
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od samo oblika. Način na koji je proizvedena,
12:57
it has to be produced with indigenous manufacturing methods
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mora biti proizvedena pomoću domaćih metoda proizvodnje
13:00
and indigenous materials.
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i domaćih materijala.
13:02
So it had to be looked at completely from the point of view of the user.
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Stoga smo je morali promatrati u potpunosti s gledišta korisnika.
13:06
We had to completely transfer ourselves over to their world.
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Morali smo se u potpunosti prebaciti u njihov svijet.
13:10
So what seems like a very clunky product
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Dakle, ono što se čini kao jako nezgrapan proizvod,
13:12
is, in fact, incredibly useful.
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je zapravo nevjerojatno korisno.
13:15
It's powered a bit like a Stairmaster -- you pump up and down on it.
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Pogonjen je pomalo nalik kao Stairmaster -- pumpate gore dolje.
13:18
Children can use it. Adults can use it. Everybody uses it.
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Djeca je mogu koristiti. Odrasli je mogu koristiti. Svi je koriste.
13:21
It's turning these guys -- again, one of the themes --
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Pretvara te momke -- ponovno, to je jedna od tema --
13:24
it's turning them into entrepreneurs.
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pretvara ih u poduzetnike.
13:27
These guys are using this very successfully.
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Ti momci je koriste veoma uspješno.
13:29
And for us, it's been great
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A za nas, to je bilo super
13:30
because it's won loads of design awards.
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jer smo osvojili mnogo dizajnerskih nagrada.
13:31
So we actually managed to reconcile the needs of the design company,
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Stoga smo zapravo uspjeli pomiriti potrebe dizajnerske kompanije,
13:34
the needs of the individuals in the company,
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potrebe pojedinaca u kompaniji,
13:36
to feel good about a product we were actually designing,
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kako bi se zapravo osjećali dobro zbog proizvoda koji dizajniramo,
13:38
and the needs of the individuals we were designing it for.
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i potreba pojedinaca za koje to dizajniramo.
13:43
There it is, pumping water from 30 feet.
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Evo je, pumpanje vode s dubine od devet metara.
13:47
So as a final gesture we handed out these bracelets
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Dakle, kao posljednju gestu, podijelili smo vam ove narukvice
13:52
to all of you this morning.
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svima vama jutros.
13:53
We've made a donation on everybody's behalf here
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Napravili smo donaciju u ime svih ovdje
13:56
to kick start, no pun intended, their next project.
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za KickStart, njihov idući projekt.
14:00
Because, again, I think, sort of, putting our money where our mouth is, here.
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Jer, ponovno, mislim, kako je stavljanje novca tamo gdje su naša usta upravo ovdje.
14:04
We feel that this is an important gesture.
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Mislim kako je to važna gesta.
14:06
So we've handed out bracelets. Small is the new big.
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Stoga smo podijelili narukvice. Maleno je novo veliko.
14:08
I hope you'll all wear them.
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Nadam se kako ćete ih svi nositi.
14:09
So that's it. Thank you.
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To je to. Hvala vam.
14:12
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Paul Bennett - Designer; creative director, IdeoAs a creative director at Ideo, Paul Bennett reminds us that design need not invoke grand gestures or sweeping statements to be successful, but instead can focus on the little things in life, the obvious, the overlooked.
Why you should listen
As creative director at the influential design and innovation company Ideo, Paul Bennett manages to keep his eye on the little things that matter, though his clients are among the biggest in the world (Procter & Gamble and Pepsi, to name but two). "Small is the new big,"Bennett says. And his design approach reflects this philosophy. For often, it's not the biggest ideas that have the most impact, but the small, the personal, and the intimate.
Trained as a graphic designer, Bennett is a pragmatic design evangelist, preaching fervently that design can make the world a better place, and providing playful, inspired examples of how it does.
Paul Bennett | Speaker | TED.com