TEDGlobal 2009
Tim Brown: Designers -- think big!
Tim Brown indeamna designerii sa gandeasca la scara mare
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Tim Brown spune ca profesia de designer este preocupata cu crearea de obiecte grozave, la moda -- chiar daca, probleme urgente precum accesul la apa potabila arata ca are un rol mai important de jucat. El cheama la o schimbare spre un "design thinking" local, colaborativ, participativ.
Tim Brown - Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Double-click the English transcript below to play the video.
00:12
I'd like to talk a little bit this morning
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In acesta dimineata as dori sa vorbesc putin
00:14
about what happens if we move from design
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despre ceea ce se intampla daca trecem de la "design"
00:17
to design thinking.
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la "design thinking".
00:20
Now this rather old photo up there
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Poza acesta veche
00:22
is actually the first project I was ever hired to do,
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reprezinta de fapt primul proiect pe care am fost angajat sa il fac.
00:25
something like 25 years ago.
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Cam cu 25 de ani in urma.
00:27
It's a woodworking machine, or at least a piece of one,
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Este o masina de prelucreare a lemnului, sau cel putin o bucata dintr-una.
00:29
and my task was to
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Sarcina mea a fost
00:31
make this thing a little bit more modern,
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sa o fac un pic mai moderna,
00:33
a little bit easier to use.
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un pic mai usor de utilizat.
00:35
I thought, at the time, I did a pretty good job.
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Credeam, la acea vreme, ca am facut o treaba buna.
00:38
Unfortunately, not very long afterwards
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Din nefericire, nu la mult timp dupa
00:40
the company went out of business.
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compania a falimentat.
00:43
This is the second project that I did. It's a fax machine.
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Acesta este al doilea proiect pe care l-am facut. Un fax.
00:46
I put an attractive shell around some new technology.
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Am pus o carcasa atractiva in jurul unei tehnologii noi.
00:49
Again, 18 months later,
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Din nou, 18 luni mai tarziu,
00:51
the product was obsolete.
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proiectul a fost depasit, demodat.
00:53
And now, of course, the whole technology is obsolete.
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Iar acum, desigur, intreaga tehnologie este demodata.
00:58
Now, I'm a fairly slow learner,
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Invat destul de incet.
01:00
but eventually it occurred to me that
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Dar in cele din urma mi-am dat seama ca
01:02
maybe what passed for design
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ceea ce se intelegea prin design
01:04
wasn't all that important --
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nu era chiar asa de important --
01:06
making things more attractive,
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sa faci lucrurile mai atragatoare,
01:08
making them a bit easier to use,
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sa le faci un pic mai usor de utilizat,
01:10
making them more marketable.
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sa le faci mai vandabile.
01:13
By focusing on a design,
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Concentrandu-te pe un design,
01:15
maybe just a single product,
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poate doar pe un singur produs,
01:17
I was being incremental
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eram incremental
01:19
and not having much of an impact.
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si nu aveam cine stie ce impact.
01:23
But I think this small view of design
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Cred ca aceasta perspectiva mica a designului
01:25
is a relatively recent phenomenon,
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este un fenomen relativ recent,
01:27
and in fact really emerged
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si de fapt s-a ivit tocmai
01:29
in the latter half of the 20th century
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in ultima jumatate a secolului 20
01:31
as design became a tool of consumerism.
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pe masura ce designul a devenit o unealta a consumatorismului.
01:35
So when we talk about design today,
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Cand vorbim azi despre design,
01:37
and particularly when we read about it in the popular press,
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si in mod particular cand citim despre el in presa,
01:40
we're often talking about products like these.
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vorbim adesea despre astfel de produse.
01:42
Amusing? Yes. Desirable? Maybe.
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Amuzant? Da. De dorit? Poate.
01:45
Important? Not so very.
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Important? Nu chiar.
01:48
But this wasn't always the way.
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Dar lucrurile nu au stat intotdeauna asa.
01:50
And I'd like to suggest that if we take
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Si as vrea sa sugerez ca daca am avea
01:52
a different view of design,
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o alta perspectiva asupra design-ului
01:54
and focus less on the object
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si ne-am focusa mai putin asupra obiectului
01:57
and more on design thinking as an approach,
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si mai mult asupra "design thinking" ca abordare,
02:00
that we actually might see the result in a bigger impact.
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atunci am putea avea un impact mai mare.
02:05
Now this gentleman, Isambard Kingdom Brunel,
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Acest domn, Isambard Kingdom Brunel,
02:07
designed many great things in his career in the 19th century,
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a proiectat multe lucru marete de-a lungul carierei sale, in secolul 19,
02:11
including the Clifton suspension bridge in Bristol
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inclusiv podul suspendat Clifton din Bristol
02:15
and the Thames tunnel at Rotherhithe.
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si tunelul dedesubtul Tamisei de la Rotherhithe.
02:17
Both great designs and actually very innovative too.
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Ambele proiectari exceptionale si in acelasi timp foarte inovative.
02:22
His greatest creation
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Cea mai mareata creatie a sa
02:25
runs actually right through here in Oxford.
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trece defapt chiar pe aici in Oxford.
02:27
It's called the Great Western Railway.
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Este calea ferata Great Western.
02:30
And as a kid I grew up very close to here,
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Ca si copil am crescut foarte aproape de acest loc.
02:33
and one of my favorite things to do
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Si unul dintre lucrurile care imi placea sa le fac
02:35
was to cycle along by the side of the railway
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era sa merg cu bicicleta de-a lungul caii ferate
02:38
waiting for the great big express trains to roar past.
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asteptand ca trenul express sa treaca suierind.
02:41
You can see it represented here in J.M.W. Turner's painting,
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Puteti sa il vedeti reprezentat aici in pictura lui J.M.W. Turner,
02:43
"Rain, Steam and Speed".
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"Ploaia, Abur si Viteza"
02:46
Now, what Brunel said that he wanted to achieve for his passengers
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Ceea ce Brunel a spus ca vrea sa realizeze pentru pasagerii sai
02:50
was the experience of floating across the countryside.
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a fost experianta de a pluti de-a lungul peisajului.
02:55
Now, this was back in the 19th century.
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Aceasta se intampla in secolul 19.
02:57
And to do that meant creating the flattest gradients
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Si pentru aceasta a creat cea mai plata calea ferata
02:59
that had ever yet been made,
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care a fost facuta vreodata,
03:01
which meant building long viaducts across river valleys --
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ceea ce a insemnat crearea unor viaducte lungi peste vaile unor rauri --
03:04
this is actually the viaduct across the Thames at Maidenhead --
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acesta este de fapt viaductul peste Tamisa la Maidenhead --
03:08
and long tunnels such as the one at Box, in Wiltshire.
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si tunele lungi precum cel din Box, in Wiltshire.
03:14
But he didn't stop there. He didn't stop
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Dar nu s-a oprit aici. Nu s-a oprit
03:16
with just trying to design the best railway journey.
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doar la incercarea de a proiecta cea mai buna calatorie pe calea ferata.
03:19
He imagined an integrated transportation system
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El si-a imaginat un sistem integrat de transport
03:23
in which it would be possible for a passenger to embark
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in care sa fie posibil ca un pasager sa se imbarce
03:26
on a train in London
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intr-un tren in Londra
03:29
and disembark from a ship in New York.
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si sa debarce dintr-un vapor in New York.
03:32
One journey from London to New York.
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O singura calatorie de la Londra la New York.
03:36
This is the S.S. Great Western that he built
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Acesta este S.S. Great Western pe care l-a construit
03:38
to take care of the second half of that journey.
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pentru a rezolva a doua parte a calatoriei.
03:42
Now, Brunel was working 100 years before
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Brunel a lucrat cu 100 de ani inainte
03:44
the emergence of the design profession,
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de aparitia profesiei de designer/proiectant.
03:47
but I think he was using design thinking
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Dar cred ca avea acea gandire
03:50
to solve problems and to create world-changing innovations.
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de a rezolva probleme si de a creea inovatii care sa schimbe lumea.
03:55
Now, design thinking begins with what Roger Martin,
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Acum, "design thinking" a inceput cu ceea ce Roger Martin,
03:57
the business school professor at the University of Toronto,
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profesor de management la universitatea din Toronto,
04:00
calls integrative thinking.
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numeste gandire integrata.
04:02
And that's the ability to exploit opposing ideas
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Aceasta este abilitatea de a exploata ideei contradictorii
04:05
and opposing constraints
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si constrangeri opuse
04:07
to create new solutions.
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pentru a crea soluti noi.
04:09
In the case of design, that means
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In cazul designului, acesta inseamna
04:12
balancing desirability, what humans need,
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a balansa dezirabilitatea, ceea ce omul are nevoie,
04:16
with technical feasibility,
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cu fezabilitatea tehnica
04:18
and economic viability.
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si viabilitatea economica.
04:21
With innovations like the Great Western,
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Cu inovatii ca Great Western,
04:23
we can stretch that balance to the absolute limit.
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putem inclina balanta la maximum.
04:27
So somehow, we went from this to this.
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Oarecum, ne-am transformat din asta in asta.
04:34
Systems thinkers who were reinventing the world,
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Ganditori de sisteme care reinventau lumea,
04:37
to a priesthood of folks in black turtlenecks and designer glasses
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intr-o breasla de oameni in pulovere negre si ochelari de designer
04:42
working on small things.
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lucrand la lucruri marunte.
04:44
As our industrial society matured,
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Pe masura ce societatea noastra industriala s-a maturizat,
04:48
so design became a profession
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proiectarea a devenit o profesie
04:50
and it focused on an ever smaller canvas
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si s-a focusat pe lucruri tot mai mici
04:53
until it came to stand for aesthetics,
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pana cand a ajuns sa semnifice estetică
04:55
image and fashion.
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imagine si moda.
04:57
Now I'm not trying to throw stones here.
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Nu incerc sa arunc cu pietre.
05:00
I'm a fully paid-up member of that priesthood,
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Sunt un membreu deplin si mandru al acestei bresle
05:02
and somewhere in here I have my designer glasses.
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si undeva aici am si ochelarii mei de designer.
05:04
There we go.
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Uite-i aici.
05:07
But I do think that perhaps design
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Dar cred ca designul
05:09
is getting big again.
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devine din nou mare.
05:11
And that's happening through
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Si aceasta se intampla prin
05:14
the application of design thinking
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aplicarea gandirii de proiectarea ( design thinking )
05:16
to new kinds of problems --
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asupra unor noi tipuri de probleme --
05:18
to global warming, to education,
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incalzirea globala, educatia,
05:20
healthcare, security, clean water, whatever.
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sanatatea, securitatea, apa potabila, si altele.
05:24
And as we see this reemergence of design thinking
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Si pe masura ce vedem reaparitia acestei gandiri
05:27
and we see it beginning to tackle new kinds of problems,
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si vedem cum incepe sa atace noi tipuri de probleme,
05:30
there are some basic ideas that I think we can observe that are useful.
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sunt unele idei de baza pe care le putem observa si care sunt utile.
05:33
And I'd like to talk about some of those
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Si as vrea sa vorbesc desprea unele dintre acestea
05:35
just for the next few minutes.
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in urmatoarele cateva minute.
05:37
The first of those is that design is
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Prima idee este ca designul trebuie
05:39
human-centered.
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concentrat asupra omului.
05:42
It may integrate technology and economics,
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Poate sa intregreze tehnologie si economie,
05:44
but it starts with what humans need, or might need.
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dar incepe cu ceea ce omul are nevoie, sau s-ar putea sa aiba nevoie.
05:48
What makes life easier, more enjoyable?
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Ce ne face viata mai usoara, sau mai placuta?
05:50
What makes technology useful and usable?
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Ce face tehnologia sa fie folositoare si utilizabila?
05:54
But that is more than simply good ergonomics,
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Este mai mult decat pur si simplu ergonomia,
05:57
putting the buttons in the right place.
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amplasarea butoanelor la locul potrivit.
06:00
It's often about understanding culture and context
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Este adesea vorba despre intelegerea culturii si a contextului
06:03
before we even know where to start to have ideas.
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inainte de a incepe sa avem idei.
06:06
So when a team was working on a new vision screening program in India,
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De exemplu cand o echipa lucra la un nou program de examinare oculara in India,
06:10
they wanted to understand what the aspirations
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au mers sa inteleaga care sunt nazuintele
06:12
and motivations were of these school children
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si motivatile copiilor din scoli
06:15
to understand how they might play a role
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sa inteleaga cum ar putea juca un rol
06:17
in screening their parents.
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in examinarea parintilor.
06:22
Conversion Sound has developed a high quality,
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Conversia sunetului a dus la
06:24
ultra-low-cost digital hearing aid
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aparate de auz, foarte ieftine si de calitate inalta
06:27
for the developing world.
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pentru tarile in dezoltare.
06:29
Now, in the West we rely on highly trained technicians
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In Vest ne bazam pe tehnicieni bine pregatiti
06:33
to fit these hearing aids.
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sa regleze aceste aparate de auz.
06:35
In places like India, those technicians simply don't exist.
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In locuri ca India, acesti tehnicieni nu exista pur si simplu.
06:39
So it took a team working in India
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Astfel, o echipa care lucra in India
06:41
with patients and community health workers
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cu pacienti si asistenti sociali
06:43
to understand how a PDA
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a inteles ca un PDA
06:45
and an application on a PDA
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si o aplicatie pe un PDA
06:47
might replace those technicians
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ar putea sa inlocuiasca acesti tehnicieni
06:49
in a fitting and diagnostic service.
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in acest serviciu de reglare si diagnosticare.
06:52
Instead of starting with technology,
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In loc sa inceapa cu tehnologia,
06:54
the team started with people and culture.
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echipa a inceput cu oamenii si cultura.
06:57
So if human need is the place to start,
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Asadar, daca nevoia omului este locul de unde trebuie sa incepem,
07:00
then design thinking rapidly moves on to
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atunci gandirea de proiectare se muta rapid la
07:02
learning by making.
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a invata prin a face.
07:04
Instead of thinking about what to build,
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In loc sa gandim ce sa construim,
07:07
building in order to think.
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construim pentru a gandi.
07:10
Now, prototypes speed up the process of innovation,
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Prototipuri noi grabesc procesul de inovare.
07:13
because it is only when we put our ideas out into the world
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Pentru ca doar atunci cand ne materializam ideile
07:16
that we really start to understand their strengths and weaknesses.
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incepem sa le intelegem cu adevarat punctele tari si pe cele slabe.
07:19
And the faster we do that,
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Si cu cat facem aceasta mai rapid,
07:21
the faster our ideas evolve.
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cu atat ideile noastre evolueaza mai rapid.
07:24
Now, much has been said and written about
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Multe s-au spus si s-au scris despre
07:26
the Aravind Eye Institute in Madurai, India.
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institutul Aravind Eye din Madurai, India.
07:29
They do an incredible job of serving very poor patients
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Ei fac o munca incredibila in a ingriji pacienti foarte saraci
07:33
by taking the revenues from those who can afford to pay
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prin strangerea de venituri de la cei care isi permit sa plateasca
07:35
to cross-subsidize those who cannot.
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si subventionarea celor care nu pot.
07:39
Now, they are very efficient,
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Sunt foarte eficienti,
07:42
but they are also very innovative.
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dar sunt si foarte inovativi.
07:45
When I visited them a few years ago,
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Cand i-am vizitat cu cativa ani in urma,
07:48
what really impressed me was their willingness
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ceea ce m-a surprins a fost disponibilitatea lor
07:50
to prototype their ideas very early.
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de a prototipiza ideile foarte devreme.
07:52
This is the manufacturing facility
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Acesta este locul unde se fabrica
07:54
for one of their biggest cost breakthroughs.
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una dintre cele mai mari reusite a lor in ceea ce priveste reducerea consturilor.
07:56
They make their own intraocular lenses.
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Isi fabrica proprile lentile intraoculare.
07:59
These are the lenses that replace those
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Acestea sunt lentilele care le inlocuiesc pe cele
08:01
that are damaged by cataracts.
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care sunt afectate de cataracta.
08:03
And I think it's partly their prototyping mentality
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Eu cred ca intr-o oarecare masura este mentalitatea acestora de a prototipiza
08:07
that really allowed them to achieve the breakthrough.
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cea care le-a permis sa ajunga la acesta reusita.
08:09
Because they brought the cost down
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Au redus costurile
08:11
from $200 a pair,
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de la 200 de dolari perechea,
08:12
down to just $4 a pair.
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la doar 4 dolari perechea.
08:17
Partly they did this by instead of building
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Partial au realizat aceasta prin faptul ca nu au construit
08:19
a fancy new factory,
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o noua fabrica,
08:21
they used the basement of one of their hospitals.
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au folosit pivnita unuia dintre spitale.
08:25
And instead of installing the large-scale machines
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Si in loc sa instaleze niste masini mari
08:28
used by western producers,
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folosite de producatori occidentali,
08:30
they used low-cost CAD/CAM prototyping technology.
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au folosit tehnologie ieftina pentru prototipurile CAD/CAM.
08:34
They are now the biggest manufacturer of these lenses in the developing world
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Ei sunt acum cei mai mari producatori de lentile din lumea in curs de dezvoltate
08:38
and have recently moved into a custom factory.
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si s-au mutat recent intr-o fabrica speciala.
08:42
So if human need is the place to start,
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Asadar daca nevoia umana este punctul de pornire,
08:44
and prototyping, a vehicle for progress,
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si prototipizarea, un vehicul al progresului,
08:46
then there are also some questions to ask about the destination.
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atunci exista si unele intrebari care pot fi puse despre destinatie.
08:50
Instead of seeing its primary objective as consumption,
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In loc sa spunem ca obiectivul principal este consumul,
08:55
design thinking is beginning to explore the potential of participation --
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design thinking incepe sa exploreze potentialul de participare.
08:58
the shift from a passive relationship
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Trecerea de la relatia pasiva
09:01
between consumer and producer
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dintre consumator si producator
09:03
to the active engagement of everyone
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la implicarea activa a tuturor
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in experiences that are meaningful,
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in experiente semnificative,
09:07
productive and profitable.
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productive si profitabile.
09:11
So I'd like to take the idea that Rory Sutherland talked about,
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As vrea sa iau ideea lui Rory Sutherland,
09:14
this notion that intangible things are worth perhaps more than physical things,
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aceasta notiune ca poate lucrurile intangibile valoreaza mai mult decat cele fizice,
09:17
and take that a little bit further and say that
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si sa o duc un pic mai departe si sa spun ca
09:19
I think the design of participatory systems,
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eu cred ca proiectarea sistemelor participative,
09:22
in which many more forms of value
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in care mai multe forme de valori
09:25
beyond simply cash
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pe langa bani
09:27
are both created and measured,
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sunt atat create cat si masurate,
09:30
is going to be the major theme, not only for design,
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vor fi o tema majora, nu doar pentru proiectare,
09:33
but also for our economy as we go forward.
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dar si pentru economia noastra pe masura ce mergem mai departe.
09:37
So William Beveridge, when he wrote the first of his famous reports in 1942,
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Asadar William Beveridge, cand si-a scris primul din faimoasele sale rapoarte in 1942,
09:41
created what became Britain's welfare state
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a creat ceea ce a devenit statul Britanic prosper
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in which he hoped that every citizen
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in care el spera ca fiecare cetatean
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would be an active participant
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va fi un participant activ
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in their own social well-being.
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la propria bunastare sociala.
09:52
By the time he wrote his third report,
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Cand scria al treilea raport,
09:55
he confessed that he had failed
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a marturisit ca a dat gres
09:57
and instead had created a society of welfare consumers.
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si defapt a creat o societate de bunastare a consumatorilor
10:03
Hilary Cottam, Charlie Leadbeater,
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Hillary Cottam, Charlie Ledbetter,
10:05
and Hugo Manassei of Participle
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si Hugo Manassei de la "Participle"
10:07
have taken this idea of participation,
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au preluat aceasta idee a participatiunii,
10:10
and in their manifesto entitled Beveridge 4.0,
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si in manifestul lor intitulat Beveridge 4.0,
10:13
they are suggesting a framework
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sugereaza un framework (cadru de lucru)
10:15
for reinventing the welfare state.
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pentru reinventarea statului prosper.
10:18
So in one of their projects called Southwark Circle,
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Ca urmare in unul din proiectele lor denumite Southwark Circle,
10:20
they worked with residents in Southwark, South London
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au lucrat cu rezidenti din Southwark, sudul Londrei,
10:23
and a small team of designers
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si o mica echipa de designeri
10:25
to develop a new membership organization
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pentru a dezvolta o noua organizatie comunitara
10:29
to help the elderly with household tasks.
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pentru ajutorarea varstnicilor la sarcinile gospodaresti.
10:32
Designs were refined and developed
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Modelele au fost rafinate si dezvoltate
10:34
with 150 older people and their families
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cu 150 de varstnici si familile lor
10:37
before the service was launched earlier this year.
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inainte ca serviciul sa fie lansat in acest an.
10:42
We can take this idea of participation
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Putem duce aceasta idee a participarii
10:46
perhaps to its logical conclusion
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poate, la concluzia ei logica
10:48
and say that design may have its greatest impact
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si sa spunem ca proiectarea poate avea cel mai mare impact
10:50
when it's taken out of the hands of designers
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cand e luata din mainile proiectantilor
10:53
and put into the hands of everyone.
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si pusa in mainile fiecaruia.
10:56
Nurses and practitioners at U.S. healthcare system
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Asistentele si internisti de la sistemul de sanatate American
10:59
Kaiser Permanente
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Kaiser Permanente
11:01
study the topic of improving the patient experience,
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au studiat subiectul imbunatatirii experientei pacientilor.
11:06
and particularly focused on the way that they exchange knowledge
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Si s-au focusat in mod special pe modul in care schimba informatia
11:11
and change shift.
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si fac schimbul de tura.
11:14
Through a program of observational research,
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Printr-un program de cercetare observativa,
11:16
brainstorming new solutions and rapid prototyping,
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brainstorming de solutii noi si prototipizare/aplicare rapida,
11:19
they've developed a completely new way to change shift.
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au creat un mod complet nou de a schimba tura.
11:22
They went from retreating to the nurse's station
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Au trecut de la a se retrage in cabinetul asistentelor
11:26
to discuss the various states and needs of patients,
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pentru a discuta starea si nevoia pacientilor,
11:28
to developing a system that happened on the ward
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la creerea unui sistem care se intampla in salon
11:31
in front of patients, using a simple software tool.
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in fata pacientilor, folosind un program simplu.
11:34
By doing this they brought the time that they were away from patients
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Procedand astfel ei au redus timpul pe care il petreceau departe de pacienti
11:36
down from 40 minutes to 12 minutes, on average.
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de la 40 de minute la o medie de 12 minute.
11:40
They increased patient confidence and nurse happiness.
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Au sporit increderea pacientilor si buna dispozitie a asistentelor.
11:44
When you multiply that by all the nurses
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Cand multiplici acest lucru cu toate asistentele
11:46
in all the wards in 40 hospitals in the system,
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din toate saloanele din cele 40 de spitale din sistem,
11:49
it resulted, actually, in a pretty big impact.
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rezultatul este unul cu impact destul de mare.
11:51
And this is just one of thousands
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Si acesta este doar unul din miile
11:53
of opportunities in healthcare alone.
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de oportunitati doar in ceea ce priveste sanatate.
11:59
So these are just some of the kind of basic ideas
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Asadar acestea sunt doar cateva din ideile de baza
12:02
around design thinking
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din jurul design thinking
12:04
and some of the new kinds of projects
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si cateva din noile tipuri de proiecte
12:06
that they're being applied to.
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care se si aplica.
12:09
But I'd like to go back to Brunel here,
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Dar as vrea sa ma intorc la Brunel,
12:11
and suggest a connection that might explain why this is happening now,
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si sa sugerez o legatura care sa explice de ce acestea se intampla acum,
12:15
and maybe why design thinking is a useful tool.
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si de ce design thinking este o unealta utila.
12:20
And that connection is change.
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Legatura este schimbarea.
12:23
In times of change we need
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In vremuri schimbatoare avem nevoie
12:25
new alternatives, new ideas.
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de alternative noi, ideei noi.
12:29
Now, Brunel worked at the height of the Industrial Revolution,
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Brunel a lucrat in apogeul Revolutiei Industriale
12:31
when all of life and our economy
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cand toate vietile si economia noastra
12:33
was being reinvented.
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se reinventau.
12:35
Now the industrial systems of Brunel's time have run their course,
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Sistemele industriale de pe vremea lui Brunel se aproprie de sfarsit
12:39
and indeed they are part of the problem today.
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si intr-adevar azi fac parte din problema.
12:41
But, again, we are in the midst of massive change.
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Dar, din nou, suntem in mijlocul unor schimbari masive.
12:45
And that change is forcing us to question
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Si aceste schimbari ne forteaza sa punem sub semnul indoielii
12:48
quite fundamental aspects of our society --
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aspecte fundamentale ale societatii noastre --
12:50
how we keep ourselves healthy, how we govern ourselves,
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cum ne pastram sanatosi, cum ne guvernam singuri,
12:53
how we educate ourselves, how we keep ourselves secure.
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cum ne educam singuri, cum ne asiguram singuri securitatea.
12:57
And in these times of change, we need these new choices
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Si in aceste vremuri de schimbare, avem nevoie de aceste noi posibilitati
13:00
because our existing solutions are simply becoming obsolete.
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pentru ca solutiile existente sunt pur si simplu depasite.
13:05
So why design thinking?
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Asadar de ce design thinking?
13:07
Because it gives us a new way of tackling problems.
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Pentru ca ne da posibilitati noi de a adresa probleme.
13:10
Instead of defaulting to our normal convergent approach
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In locul abordarii noastre implicite, cea convergenta
13:15
where we make the best choice out of available alternatives,
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in care alegem cele mai bune decizi din alternativele disponibile,
13:19
it encourages us to take a divergent approach,
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ne incurajeaza sa avem o abordare divergenta,
13:22
to explore new alternatives, new solutions,
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sa exploram noi alternative, solutii noi,
13:24
new ideas that have not existed before.
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idei noi care nu au existat inainte.
13:28
But before we go through that process of divergence,
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Dar inainte de a trece prin acel proces de divergenta,
13:30
there is actually quite an important first step.
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exista un prim pas destul de important.
13:33
And that is, what is the question that we're trying to answer?
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Si acesta este, care este intrebarea la care incercam sa gasim raspunsul ?
13:36
What's the design brief?
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Care este rezumatul proiectarii?
13:38
Now Brunel may have asked a question like this,
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Este posibil ca Brunel sa-si fi pus o intrebare de genul acesta,
13:40
"How do I take a train from London to New York?"
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"Cum sa iau un tren de la Londra la New York?"
13:44
But what are the kinds of questions that we might ask today?
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Dar care sunt tipurile de intrebari care ni le putem pune astazi?
13:48
So these are some that we've been asked to think about recently.
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Asadar acestea sunt cateva din cele la care am fost rugati sa ne gandim recent.
13:54
And one in particular, is one that we're working on with the Acumen Fund,
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Si una anume, este cea la care am lucrat cu Acumen Fund,
13:57
in a project that's been funded by the Bill and Melinda Gates Foundation.
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intr-un proiect care era finantat de Fundatia Bill si Melinda Gates.
14:01
How might we improve access to safe drinking water
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Cum putem imbunatati accesul la apa potabila sigura
14:04
for the world's poorest people,
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pentru cei mai saraci oameni din lume,
14:06
and at the same time stimulate innovation
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si in acelasi timp sa stimulam inovatia
14:08
amongst local water providers?
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printre furnizorii locali de apa?
14:12
So instead of having a bunch of American designers
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Asadar in loc sa avem o adunatura de designeri americani
14:14
come up with new ideas that may or may not have been appropriate,
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care sa vina cu idei noi care s-ar putea sau nu sa fie potrivite,
14:17
we took a sort of more open, collaborative and participative approach.
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am avut o abordare mai deschisa, colaborativa si participativa.
14:21
We teamed designers and investment experts up with
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Am reunit proiectanti si investitori cu
14:24
11 water organizations across India.
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11 distribuitori de apa din India.
14:27
And through workshops they developed
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Si printr-o serie de workshop-uri au realizat
14:29
innovative new products, services, and business models.
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produse, servici si modele de afaceri inovative.
14:32
We hosted a competition
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Am gazduit o competitie
14:34
and then funded five of those organizations
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si pe urma am finantat cinci din aceste organizatii
14:36
to develop their ideas.
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pentru a-si realiza ideile.
14:38
So they developed and iterated these ideas.
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Asadar ei si-au dezvoltat si reiterat aceste idei.
14:40
And then IDEO and Acumen spent several weeks working with them
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Si pe urma IDEO si Acumen si-au petrecut cateva saptamani lucrand cu ei
14:43
to help design new social marketing campaigns,
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pentru a-i ajuta sa realizeze noi campanii sociale de marketing,
14:48
community outreach strategies, business models,
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strategii de intrajutorare a comunitatilor, modele de afaceri,
14:51
new water vessels for storing water
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recipiente noi pentru a stoca apa
14:53
and carts for delivering water.
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si carucioare pentru a o distribui.
14:56
Some of those ideas are just getting launched into the market.
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Unele dintre aceste idei sunt abia acum lansate pe piata.
14:58
And the same process is just getting underway
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Si acelasi proces este inceput
15:00
with NGOs in East Africa.
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cu ONG-uri in estul Africii.
15:03
So for me, this project shows
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Deci pentru mine, acest proiect arata
15:06
kind of how far we can go from
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oarecum, cat de departe putem merge
15:08
some of those sort of small things
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de la unele lucruri marunte
15:10
that I was working on
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la care eu lucram
15:12
at the beginning of my career.
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la inceputul carierei mele.
15:14
That by focusing on the needs of humans
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Ca, concentrandu-ne pe nevoile umane
15:18
and by using prototypes
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si folosind prototipurile
15:20
to move ideas along quickly,
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pentru a inainta rapid cu ideile,
15:22
by getting the process out of the hands of designers,
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prin acapararea procesului din mainile designerilor,
15:25
and by getting the active participation of the community,
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si obtinand participarea activa a comunitatii,
15:28
we can tackle bigger and more interesting questions.
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putem ataca intrebari mai mari si mai interesante.
15:31
And just like Brunel, by focusing on systems,
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Si asemenea lui Brunel, focusandu-ne pe sisteme,
15:34
we can have a bigger impact.
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putem avea un impact mai mare.
15:37
So that's one thing that we've been working on.
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Asadar acesta este un lucru la care lucram.
15:40
I'm actually really quite interested, and perhaps more interested
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Sunt de fapt foarte interesat , si poate chiar mai interesat
15:43
to know what this community thinks we could work on.
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sa stiu asupra caror lucruri crede aceasta comunitate ca putem lucra.
15:47
What kinds of questions do we think
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Ce tipuri de intrebari credeti
15:50
design thinking could be used to tackle?
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ca pot fi abordate folosind design thinking?
15:53
And if you've got any ideas
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Si daca aveti unele idei
15:55
then feel free, you can post them to Twitter.
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va rog, puteti sa le postati pe Twitter.
15:57
There is a hash tag there that you can use, #CBDQ.
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Exista acolo un "hash tag" pe care puteti sa-l folositi, #CBDQ.
16:00
And the list looked something like this a little while ago.
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Si aceasta lista arata cam asa, cu ceva timp in urma.
16:03
And of course you can search to find the questions that you're interested in
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Si desigur puteti sa cautati intrebarile care va intereseaza
16:07
by using the same hash code.
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folosind acelasi cod hash.
16:09
So I'd like to believe that design thinking
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Asadar as vrea sa cred ca design thinking
16:13
actually can make a difference,
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poate schimba lucrurile in bine,
16:15
that it can help create new ideas
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ca poate ajuta in crearea unor noi idei,
16:17
and new innovations,
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si inovatii,
16:19
beyond the latest High Street products.
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dincolo de produsele obisnuite.
16:21
To do that I think we have to take a more expansive view of design,
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Eu cred ca, pentru a face asta, trebuie sa avem o vedere mai expansiva a design-ului
16:25
more like Brunel, less a domain of a professional priesthood.
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mai mult asemenea lui Brunel, si mai putin a unui domeniu ce apartine unei bresle profesionale.
16:31
And the first step is to start asking the right questions.
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Si primul pas este sa incepem sa punem intrebarile potrivite.
16:34
Thank you very much.
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Va multumesc.
16:36
(Applause)
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(Aplauze)
ABOUT THE SPEAKER
Tim Brown - DesignerTim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface.
Why you should listen
Tim Brown is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas -- they call it "design thinking."
IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.
IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes. And check out the Global Chain Reaction for a sample of how seriously this firm takes play.
Curious about design thinking? Sign up for an IDEO U design thinking course or check out this free toolkit: Design Thinking for Educators.
Tim Brown | Speaker | TED.com