TEDxBoston 2012
Timothy Prestero: Design for people, not awards
Timoti Prestero (Timothy Prestero): Dizajniranje za ljude, a ne za nagrade
Filmed:
Readability: 3.7
1,074,577 views
Timoti Prestero je mislio da je dizajnirao savršen inkubator za novorođenčad za zemlje u razvoju -- ali njegov tim je naučio tešku lekciju kada inkubator nije ušao u proizvodnju. Ova priča je manifest o važnosti dizajniranja za upotrebu u realnom svetu, a ne radi priznanja. (Snimljeno na TEDxBoston.)
Timothy Prestero - Designer
Timothy Prestero loves a flashy "concept car." But in his own work, he aims to design products for social impact, keeping users in mind. Full bio
Timothy Prestero loves a flashy "concept car." But in his own work, he aims to design products for social impact, keeping users in mind. Full bio
Double-click the English transcript below to play the video.
00:16
I've got a great idea that's going to change the world.
0
136
2576
Imam sjajnu ideju koja će promeniti svet.
00:18
It's fantastic, it's going to blow your mind.
1
2712
1711
Fantastična je, zapanjićete se.
00:20
It's my beautiful baby.
2
4423
2200
To je moja divna beba.
00:22
Here's the thing, everybody loves a beautiful baby.
3
6623
2236
Evo, svako voli lepu bebu.
00:24
I mean, I was a beautiful baby.
4
8859
1801
I ja sam bio lepa beba.
00:26
Here's me and my dad a couple days after I was born.
5
10660
2222
Tu smo ja i moj tata par dana posle mog rođenja.
00:28
So in the world of product design,
6
12882
1649
U svetu dizajniranja proizvoda
00:30
the beautiful baby's like the concept car.
7
14531
3065
lepa beba je kao prototip.
00:33
It's the knock-out.
8
17596
1401
Nešto što je izuzetno lepo.
00:34
You see it and you go, "Oh, my God. I'd buy that in a second!"
9
18997
2767
Ugledate i kažete: "Bože, ovo bih kupio istog momenta!"
00:37
So why is it that this year's new cars
10
21764
3300
Zašto automobili ove godine
00:40
look pretty much exactly like last year's new cars?
11
25064
3288
izgledaju skoro isto kao prošlogodišnji novi automobili?
00:44
(Laughter)
12
28352
1622
(Smeh)
00:45
What went wrong between the design studio and the factory?
13
29974
2625
Šta je krenulo loše između studija za dizajn i fabrike?
00:48
Today I don't want to talk about beautiful babies,
14
32599
2599
Danas ne želim da pričam o divnim bebama,
00:51
I want to talk about the awkward adolescence of design --
15
35198
2985
želim da pričam o nezgodnoj adolescenciji dizajniranja --
00:54
those sort of dorky teenage years
16
38183
3999
o nekim šašavim tinejdžerskim godinama
00:58
where you're trying to figure out how the world works.
17
42182
3516
kada pokušavate da shvatite kako funkcioniše svet.
01:01
I'm going to start with an example from some work that we did on newborn health.
18
45698
4117
Počeću sa primerom jednog posla koji smo obavili u vezi sa zdravljem novorođenčadi.
01:05
So here's a problem:
19
49815
1984
Evo problema:
01:07
Four million babies around the world,
20
51799
2534
Četiri miliona beba u svetu,
01:10
mostly in developing countries,
21
54333
1199
uglavnom u zemljama u razvoju,
01:11
die every year before their first birthday,
22
55532
2966
umire svake godine pre svog prvog rođendana,
01:14
even before their first month of life.
23
58498
1852
čak i pre navršenih mesec dana života.
01:16
It turns out half of those kids, or about 1.8 million newborns around the world,
24
60350
3479
Ispada da bi polovina ove dece ili oko 1,8 miliona novorođenih u svetu,
01:19
would make it if you could just keep them warm
25
63829
2636
preživelo, samo da ste uspeli da im održavate toplotu
01:22
for the first three days, maybe the first week.
26
66465
3100
u prva tri dana, možda u prvoj nedelji.
01:25
So this is a newborn intensive care unit in Kathmandu, Nepal.
27
69565
3650
Ovo je odeljenje za intenzivnu negu novorođenih u gradu Katmanduu, u Nepalu.
01:29
All of these kids in blankets belong in incubators --
28
73215
3033
Sva ova deca u ćebadima bi trebalo da su u inkubatoru --
01:32
something like this. So this is a donated Japanese Atom incubator
29
76248
4633
ovako. Ovo je poklonjen japanski Atom inkubator
01:36
that we found in a NICU in Kathmandu.
30
80881
2167
koji smo našli u (nejasno) gradu Katmanduu.
01:38
This is what we want.
31
83048
2267
Evo šta želimo.
01:41
Probably what happened is a hospital in Japan upgraded their equipment
32
85315
2617
Verovatno se dogodilo to, da je bolnica u Japanu
obnovila svoju opremu
obnovila svoju opremu
01:43
and donated their old stuff to Nepal.
33
87932
3600
i poklonila staru opremu Nepalu.
01:47
The problem is, without technicians, without spare parts,
34
91532
3683
Problem je to, da bez tehničara i rezervnih
delova,
delova,
01:51
donations like this very quickly turn into junk.
35
95215
3605
ovakve donacije se vrlo brzo pretvaraju u otpad.
01:54
So this seemed like a problem that we could do something about.
36
98820
3060
Ličilo je na problem u vezi sa kojim bismo mogli da
učinimo nešto.
učinimo nešto.
01:57
Keeping a baby warm for a week,
37
101880
2500
Održavati bebinu toplotu nedelju dana
02:00
that's not rocket science.
38
104380
2000
i nije neka svemirska nauka.
02:02
So we got started.
39
106380
1783
Tako smo započeli.
02:04
We partnered with a leading medical research institution here in Boston.
40
108163
3118
Udružili smo se sa vodećom institucijom za medicinska istraživanja ovde, u Bostonu.
02:07
We conducted months of user research overseas,
41
111281
3717
Mesecima smo vršili istraživanje korisnika u inostranstvu,
02:10
trying to think like designers, human-centered design.
42
114998
2634
pokušavajući da mislimo kao dizajneri, usmereni na čoveka.
02:13
Let's figure out what people want.
43
117632
2943
Hajde da otkrijemo šta ljudi žele.
02:16
We killed thousands of Post-it notes.
44
120575
1954
Ubili smo se čitajući na hiljade pisamaca.
02:18
We made dozens of prototypes to get to this.
45
122529
2933
Napravili smo desetine protopipova da bismo stigli do ovog.
02:21
So this is the NeoNurture Infant Incubator,
46
125462
3217
Ovo je inkubator NeoNurture
02:24
and this has a lot of smarts built into it. And we felt great.
47
128679
4150
i u njega je ugrađeno mnogo elektronike. Osećali smo se
sjajno.
sjajno.
02:28
So the idea here is, unlike the concept car,
48
132829
2200
Ideja je bila da, drugačije nego kod modela automobila,
02:30
we want to marry something beautiful
49
135029
2016
sastavimo nešto divno
02:32
with something that actually works.
50
137045
2201
sa nečim što zaista funkcioniše.
02:35
And our idea is that this design
51
139246
1916
Naša ideja je da bi ovaj dizajn
02:37
would inspire manufacturers and other people of influence
52
141162
3984
mogao da inspiriše proizvođače i druge uticajne ljude
02:41
to take this model and run with it.
53
145146
2533
da razgrabe ovaj model.
02:43
Here's the bad news:
54
147679
3518
Evo loših vesti:
02:47
The only baby ever actually put inside the NeoNurture Incubator
55
151197
3348
jedina beba koju su stavili u NeoNurture inkubator
02:50
was this kid during a Time magazine photo shoot.
56
154545
3917
je bilo ovo dete tokom slikanja za magazin Tajm.
02:54
So recognition is fantastic.
57
158462
2432
Priznanje je fantastično.
02:56
We want design to get out for people to see it.
58
160894
3100
Želimo da dizajn dospe do ljudi da ga vide.
02:59
It won lots of awards.
59
163994
1234
Osvojio je mnoge nagrade.
03:01
But it felt like a booby prize.
60
165228
2048
Ali izgledalo je kao utešna nagrada.
03:03
We wanted to make beautiful things that are going to make the world a better place,
61
167276
6515
Hteli smo da uradimo divne stvari koje bi
učinile svet boljim,
učinile svet boljim,
03:09
and I don't think this kid was even in it long enough to get warm.
62
173791
3377
a mislim da ovo dete nije stiglo ni da se zagreje u njemu.
03:13
So it turns out that design for inspiration
63
177168
2899
Ispada da taj dizajn za inspiraciju,
03:15
doesn't really --
64
180067
2518
u stvari --
03:18
I guess what I would say is, for us, for what I want to do,
65
182585
3549
ono što želim da kažem,
03:22
it's either too slow or it just doesn't work, it's ineffective.
66
186134
4050
je ili previše spor ili jednostavno ne funkcioniše, nije efikasan.
03:26
So really I want to design for outcomes.
67
190184
2800
Zaista želim da dizajniram tako da ima rezultata.
03:28
I don't want to make beautiful stuff.
68
192984
1500
Ne želim da pravim lepe stvari.
03:30
I want to make the world a better place.
69
194484
1734
Želim da napravim svet boljim mestom.
03:32
So when we were designing NeoNurture,
70
196218
2350
Kada smo dizajnirali NeoNurture,
03:34
we paid a lot of attention to the people who are going to use this thing --
71
198568
2923
mnogo pažnje smo obratili na ljude koji će ga koristiti,
03:37
for example, poor families, rural doctors,
72
201491
2560
na primer, siromašne porodice, seoske lekare,
03:39
overloaded nurses, even repair technicians.
73
204051
3650
prezaposlene medicinske sestre, tehničare za popravku.
03:43
We thought we had all our bases covered, we'd done everything right.
74
207701
2649
Mislili smo da smo sve osnove pokrili, da smo sve dobro uradili.
03:46
Well it turns out there's this whole constellation of people
75
210350
2950
Ispada da postoji čitava plejada ljudi
03:49
who have to be involved in a product for it to be successful:
76
213300
3100
koji moraju biti uključeni u proizvod da bi on bio uspešan:
03:52
manufacturing, financing, distribution, regulation.
77
216400
2701
proizvodnja, finansiranje, distribucija, regulativa.
03:55
Michael Free at PATH says you have to figure out who will "choose, use and pay the dues"
78
219101
4994
Majkl Fri iz PATH-a kaže da moraš da otkriješ ko će "izabrati, koristiti i platiti namete"
03:59
for a product like this.
79
224095
1785
za ovakav proizvod.
04:01
And I have to ask the question --
80
225880
2184
Moram da postavim pitanje --
04:03
VC's always ask, "Sir, what is your business, and who is your customer?"
81
228064
3021
oni koji ulažu kapital uvek pitaju: "Gospodine, šta je vaš posao i ko je vaš kupac?"
04:06
Who is our customer? Well here's an example.
82
231098
3022
Ko je naš kupac? Evo primera.
04:10
This is a Bangladeshi hospital director outside his facility.
83
234120
3379
Ovo je direktor bolnice u Bangladešu ispred svoje ustanove.
04:13
It turns out he doesn't buy any of his equipment.
84
237499
2265
On ne kupuje ništa od opreme.
04:15
Those decisions are made by the Ministry of Health
85
239764
2784
Te odluke donosi Ministarstvo zdravlja
04:18
or by foreign donors,
86
242548
2067
ili strani donatori
04:20
and it just kind of shows up.
87
244615
1400
i ta oprema se samo pojavi.
04:21
Similarly, here's a multinational medical device manufacturer.
88
246015
3300
Slično, ovo je jedan multinacionalni proizvođač medicinske opreme.
04:25
It turns out they've got to fish where the fish are.
89
249315
2766
Ispada da se oni nalaze na pravom mestu u pravo vreme.
04:27
So it turns out that in emerging markets, where the fish are,
90
252081
3633
Proizilazi da je u tržištima u razvoju, gde su potrošači,
04:31
are the emerging middle class of these countries --
91
255714
3201
srednja klasa u usponu --
04:34
diseases of affluence: heart disease, infertility.
92
258915
3501
i bolesti izobilja: bolesti srca, neplodnost.
04:38
So it turns out that design for outcomes in one aspect
93
262416
4832
Tako, dizajniranje sa ciljem, u nekom vidu,
04:43
really means thinking about design for manufacture and distribution.
94
267248
3117
zaista znači razmišljanje o dizajnu za proizvodnju i distribuciju.
04:46
Okay, that was an important lesson.
95
270365
1883
U redu, to je bila važna pouka.
04:48
Second, we took that lesson and tried to push it into our next project.
96
272248
4883
Drugo, naučili smo lekciju i pokušali da je ubacimo u naš sledeći projekat.
04:53
So we started by finding a manufacturer,
97
277131
2599
Krenuli smo u potragu za proizvođačem,
04:55
an organization called MTTS in Vietnam,
98
279730
1734
a to je organizacija MTTS u Vijetnamu,
04:57
that manufactures newborn care technologies for Southeast Asia.
99
281464
3467
koja proizvodi tehnologiju za novorođene, namenjenu za Jugoistočnu Aziju.
05:00
Our other partner is East Meets West.
100
284931
2033
Naš drugi partner je East Meets West.
05:02
This is an American foundation that distributes that technology
101
286964
2883
To je američka fondacija koja distribuira ovu tehnologiju
05:05
to poor hospitals around that region.
102
289847
2667
siromašnim bolnicama u toj regiji.
05:08
So we started with them saying, "Well what do you want?
103
292514
2769
Započeli smo pitanjem: "Šta želite?
05:11
What's a problem you want to solve?"
104
295283
1465
Koji problem želite rešiti?"
05:12
And they said, "Well let's work on newborn jaundice."
105
296748
2432
A oni su rekli: "Hajde da poradimo na problemu žutice novorođenčadi."
05:15
So this is another one of these mind-boggling global problems.
106
299180
3437
Ovo je još jedan od globalnih problema od kojih zastaje dah.
05:18
So jaundice affects two-thirds of newborns around the world.
107
302617
4164
Žutica pogađa dve trećine novorođenih širom sveta.
05:22
Of those newborns, one in 10 roughly,
108
306781
4991
Kod tih novorođenih, grubo rečeno kod jednog od deset njih,
05:27
if it's not treated, the jaundice gets so severe
109
311772
2437
ako se ona ne leči, postane tako ozbiljna,
05:30
that it leads to either a life-long disability,
110
314209
3084
da dovodi ili do doživotne nesposobnosti
05:33
or the kids could even die.
111
317293
1884
ili deca mogu čak i umreti.
05:35
There's one way to treat jaundice,
112
319177
2334
Postoji jedan način lečenja žutice
05:37
and that's what's called an exchange transfusion.
113
321511
2549
i to je transfuzija kompletne krvi.
05:39
So as you can imagine, that's expensive and a little bit dangerous.
114
324060
3336
Možete zamisliti koliko je skupa i opasna.
05:43
There is another cure.
115
327396
2364
Ima još jedan lek.
05:45
It's very technological, it's very complex, a little daunting.
116
329760
5400
On je vrlo tehnološki, kompleksan i malo zastrašujući.
05:51
You've got to shine blue light on the kid --
117
335160
2967
Morate osvetliti dete plavom svetlošću --
05:54
bright blue light on as much of the skin as you can cover.
118
338127
4066
primeniti plavu svetlost na najveću moguću površinu kože.
05:58
How is this a hard problem?
119
342193
2500
Koliko je ovo težak problem?
06:00
So I went to MIT,
120
344693
3480
Otišao sam do MIT-a,
06:04
Okay, we'll figure that out. (Laughter)
121
348173
3237
U redu, otkrićemo. (Smeh)
06:07
So here's an example. This is an overhead phototherapy device
122
351410
2883
Evo primera. Ovo je gornji uređaj za fototerapiju
06:10
that's designed for American hospitals.
123
354293
2816
koji je dizajniran za američke bolnice.
06:13
And here's how it's supposed to be used.
124
357109
2434
Evo kako bi trebalo da se upotrebljava.
06:15
So it's over the baby, illuminating a single patient.
125
359543
3468
Uređaj je iznad bebe, osvetljava jednog pacijenta.
06:18
Take it out of an American hospital,
126
363011
2232
Iznesimo to iz američke bolnice,
06:21
send it overseas to a crowded facility in Asia,
127
365243
1917
pošaljimo ga u prenatrpanu bolnicu u Aziji
06:23
here's how it's actually used.
128
367160
1866
i evo kako se u stvari koristi.
06:24
The effectiveness of phototherapy is a function of light intensity.
129
369026
3151
Efekat fototerapije zavisi od intenziteta svetlosti.
06:28
So these dark blue squares show you where it's effective phototherapy.
130
372177
3300
Ovi tamno plavi kvadrati pokazuju gde je fototerapija efikasna.
06:31
Here's what it looks like under actual use.
131
375477
2867
Evo kako izgleda u stvarnoj upotrebi.
06:34
So those kids on the edges
132
378344
1117
Ona deca s kraja
06:35
aren't actually receiving effective phototherapy.
133
379461
2615
u stvari ne dobijaju efektivnu fototerapiju.
06:37
But without training, without some kind of light meter,
134
382076
2735
Bez obuke, bez nekog "svetlomera"
06:40
how would you know?
135
384811
1965
kako biste ovo znali?
06:42
We see other examples of problems like this.
136
386776
1950
Ima i drugih primera sa sličnim problemima.
06:44
So here's a neonatal intensive care unit
137
388726
1717
Evo odeljenja intenzivne nege novorođenih
06:46
where moms come in to visit their babies.
138
390443
2367
gde mame dolaze u posetu svojim bebama.
06:48
And keep in mind, Mom maybe just had a C-section,
139
392810
2565
Ne zaboravite, mama se možda tek porodila carskim rezom,
06:51
so that's already kind of a bummer.
140
395375
1884
a to je već neka vrsta neprijatnosti.
06:53
Mom's visiting her kid.
141
397259
1301
Mama je u poseti detetu.
06:54
She sees her baby naked, lying under some blue lights,
142
398560
3466
Vidi svoje dete nago, kako leži ispod nekog plavog svetla,
06:57
looking kind of vulnerable.
143
402026
1882
izgleda pomalo ranjivo.
06:59
It's not uncommon for Mom to put a blanket over the baby.
144
403908
3135
Nije neobično da mama pokriva bebu ćebetom.
07:02
From a phototherapy standpoint, maybe not the best behavior.
145
407043
3967
Sa stanovišta fototerapije, ovo nije najbolje postupanje.
07:06
In fact that sounds kind of dumb.
146
411010
3000
U stvari zvuči glupo.
07:09
Except, what we've learned
147
414010
2166
Osim što smo naučili
07:12
is that there's no such thing as a dumb user -- really is what we've learned.
148
416176
3668
da ne postoji glup korisnik -- zaista smo to shvatili.
07:15
There are only dumb products.
149
419844
1666
Postoje samo glupi proizvodi.
07:17
We have to think like existentialists.
150
421510
1683
Moramo da razmišljamo kao egzistencijalisti.
07:19
It's not the painting we would have painted,
151
423193
1515
Ovo nije slika koju bismo naslikali,
07:20
it's the painting that we actually painted.
152
424708
2000
ovo je slika koju smo stvarno naslikali.
07:22
It's the use -- designed for actual use.
153
426708
3325
To je korišćenje -- dizajniran je za stvarnu upotrebu.
07:25
How are people actually going to use this?
154
430033
1349
Kako će ljudi koristiti ovo?
07:27
So similarly, when we think about our partner MTTS,
155
431382
4199
Slično, kad mislimo o našem partneru MTTS,
07:31
they've made some amazing technologies for treating newborn illnesses.
156
435581
3394
napravili su neke neverovatne tehnologije za lečenje bolesti novorođenih.
07:34
So here's an overhead warmer and a CPAP.
157
438975
1956
Ovo je grejač iznad glave i aparat za potpomognuto disanje pod pritiskom.
07:36
They're inexpensive, really rugged.
158
440931
2816
Oni su jeftini i zaista grubi.
07:39
They've treated 50,000 kids in Vietnam with this technology.
159
443747
3116
50 000 dece je lečeno ovom tehnologijom u Vijetnamu.
07:42
But here's the problem:
160
446863
1067
Ali evo problema:
07:43
Every doctor in the world, every hospital administrator,
161
447930
2568
svaki lekar na svetu, svaki upravnik bolnice
07:46
has seen TV -- curse those "E.R." reruns.
162
450498
4916
je video naTV -u -- krivite reprize "E.R.".
07:51
Turns out they all know what a medical device is supposed to look like.
163
455414
4365
Ispada da svi oni znaju kako bi trebalo da izgleda neki medicinski uređaj.
07:55
They want Buck Rogers, they don't want effective.
164
459779
3534
Oni žele Baka Rodžersa, ne žele efikasnost.
07:59
It sounds crazy, it sounds dumb,
165
463313
2518
Zvuči šašavo i glupo,
08:01
but there are actually hospitals who would rather have no equipment
166
465831
2385
ali zaista postoje bolnice koje radije neće nikakvu opremu,
08:04
than something that looks cheap and crummy.
167
468216
2466
nego da imaju nešto što izgleda jeftino i bedno.
08:06
So again, if we want people to trust a device,
168
470682
3467
Pa opet, ako želimo da ljudi veruju nekom uređaju,
08:10
it has to look trustworthy.
169
474149
1703
on mora izgledati pouzdano.
08:11
So thinking about outcomes,
170
475852
1515
Misliti o rezultatu
08:13
it turns out appearances matter.
171
477367
2401
proizilazi da je bitan izgled.
08:15
So we took all that information together.
172
479768
2317
Prikupili smo sve informacije.
08:17
We tried, this time, to get it right.
173
482085
2282
Pokušali smo ovog puta da bude kako treba.
08:20
And here's what we developed.
174
484367
1401
Evo šta smo izmislili.
08:21
So this is the Firefly Phototherapy Device,
175
485768
2085
Ovo je Firefly uređaj za fototerapiju,
08:23
except this time we didn't stop at the concept car.
176
487853
3049
ali ovog puta nismo stali na prototipu.
08:26
So from the very beginning we started by talking to manufacturers.
177
490902
3632
Od samog početka smo razgovarali sa proizvođačima.
08:30
Our goal is to make a state-of-the-art product
178
494534
3068
Naš cilj je da napravimo vrhunski proizvod,
08:33
that our partner MTTS can actually manufacture.
179
497602
2833
a da naš partner MTTS može da ga proizvede.
08:36
So our goal is to study how they work, the resources they have access to,
180
500435
3900
Naš cilj je da proučimo kako oni rade, kojim resursima imaju pristup
08:40
so that they can make this product.
181
504335
2583
da bi mogli da ga proizvedu.
08:42
So that's the design for manufacture question.
182
506918
3102
Ovo je dizajn za pitanje u proizvodnji.
08:45
When we think about actual use,
183
510020
1265
Kada mislimo o stvarnoj upotrebi
08:47
you'll notice that Firefly has a single bassinet.
184
511285
2483
videćete da Firefly ima samo jednu kolevku.
08:49
It only fits a single baby.
185
513768
2066
To je samo za jednu bebu.
08:51
And the idea here is it's obvious how you ought to use this device.
186
515834
4333
Ideja je da bude očigledno kako treba da se koristi ovaj uređaj.
08:56
If you try to put more than one kid in,
187
520167
1518
Ako pokušate da stavite više od jednog deteta,
08:57
you're stacking them on top of each other.
188
521685
1533
gomilaćete ih jedno preko drugog.
08:59
(Laughter)
189
523218
1136
(Smeh)
09:00
So the idea here is we say, you want to make it hard to use wrong.
190
524354
4214
Vodili smo se idejom da je teško upotrebljavati uređaj pogrešno.
09:04
In other words, you want to make the right way to use it
191
528568
1983
Drugim rečima, želimo da se uređaj koristi na pravi način i
09:06
the easiest way to use it.
192
530551
2468
najlakši način.
09:08
Another example: Again, silly mom.
193
533019
2932
Još jedan primer: ponovo šašave mame.
09:11
Silly mom thinks her baby looks cold, wants to put a blanket over the baby.
194
535951
3000
Šašava mama misli da je njenoj bebi hladno, pa želi da stavi ćebe preko nje.
09:14
Well that's why we have lights above and below the baby in Firefly.
195
538951
3067
Zbog toga u Firefly-u imamo svetla i iznad i ispod bebe.
09:17
So if mom does put a blanket over the baby,
196
542018
2084
Ako mama prekrije bebu ćebetom,
09:20
it's still receiving effective phototherapy from below.
197
544102
3184
beba će još uvek dobijati efektivnu fototerapiju sa donje strane.
09:23
Last story here:
198
547286
1998
Evo poslednje priče:
09:25
I've got a friend in India who told me
199
549284
1901
imam prijatelja u Indiji koji mi je rekao
09:27
that you haven't really tested a piece of electronic technology
200
551185
3282
da testiranje nekog komada elektronske tehnologije
09:30
for distribution in Asia
201
554467
2087
za distribuciju u Aziji,
09:32
until you've trained a cockroach to climb in
202
556554
2613
nije završeno dok ne naučite bubašvabu da se popne unutra
09:35
and pee on every single little component on the inside.
203
559167
2185
i popiški svaku malu komponentu u uređaju.
09:37
(Laughter)
204
561352
1433
(Smeh)
09:38
You think it's funny.
205
562785
2134
Mislite da je ovo smešno.
09:40
I had a laptop in the Peace Corps,
206
564919
1632
Imao sam jedan laptop dok sam bio u mirovnim snagama
09:42
and the screen had all these dead pixels on it.
207
566551
2616
i ekran se zacrneo.
09:45
And one day I looked in, they were all dead ants
208
569167
2235
Kada sam jednog dana pogledao unutra, bilo je uginulih mrava
09:47
that had gotten into my laptop and perished --
209
571402
2499
koji su dospeli u moj laptop i nastradali su --
09:49
those poor ants!
210
573901
1299
jadni mravi!
09:51
So with Firefly, what we did is --
211
575200
3167
Sa Firefly-om smo učinili sledeće --
09:54
the problem is electronics get hot
212
578367
1734
problem je što se elektronika ugreje
09:56
and you have to put in vents or fans to keep them cool --
213
580101
3100
i morate napraviti otvore ili hladiti ventilatorom
09:59
in most products.
214
583201
1398
većinu proizvoda.
10:00
We decided that I can't put a "do not enter" sign next to the vent.
215
584599
4234
Nismo mogli da stavimo kod otvora znak "Zabranjen ulaz".
10:04
We actually got rid of all of that stuff.
216
588833
1967
U stvari mi smo se svega toga otarasili.
10:06
So Firefly's totally sealed.
217
590800
1833
Tako da je Firefly potpuno zapečaćen.
10:08
These are the kinds of lessons --
218
592633
1601
Ovo su pouke -
10:10
as awkward as it was to be a pretty goofy teenager,
219
594234
2849
neprijatno je biti prilično smešan tinejdžer,
10:12
much worse to be a frustrated designer.
220
597083
2268
ali je mnogo gore biti frustrirani dizajner.
10:15
So I was thinking about, what I really want to do is change the world.
221
599351
3050
Tako, mislio sam da ono što zaista želim je da
promenim svet.
promenim svet.
10:18
I have to pay attention to manufacturing and distribution.
222
602401
2500
Moram obratiti pažnju na proizvodnju i distribuciju.
10:20
I have to pay attention to how people are actually going to use a device.
223
604901
3599
Moram obratiti pažnju na to, kako će ljudi zaista koristiti uređaj.
10:24
I actually have to pay attention. Really, there's no excuse for failure.
224
608500
4017
Zaista moram obratiti pažnju. Stvarno, nema izgovora za neuspeh.
10:28
I have to think like an existentialist.
225
612517
1550
Moram da razmišljam kao egzistencijalista.
10:29
I have to accept that there are no dumb users,
226
614067
1834
Moram da prihvatim da nema glupih korisnika,
10:31
that there's only dumb products.
227
615901
1865
da postoje samo glupi proizvodi.
10:33
We have to ask ourselves hard questions.
228
617766
2144
Moramo postavljati sebi teška pitanja.
10:35
Are we designing for the world that we want?
229
619910
3330
Da li dizajniramo za svet koji želimo?
10:39
Are we designing for the world that we have?
230
623240
2154
Da li dizajniramo za svet koji imamo?
10:41
Are we designing for the world that's coming,
231
625394
2033
Da li dizajniramo za svet koji dolazi,
10:43
whether we're ready or not?
232
627427
1450
bez obzira da li smo spremni na to ili ne?
10:44
I got into this business designing products.
233
628877
3351
Ušao sam u ovaj posao dizajniranja proizvoda.
10:48
I've since learned that if you really want to make a difference in the world,
234
632228
3299
Od tada sam shvatio da, ako zaista želite da napravite nešto posebno u svetu,
10:51
you have to design outcomes.
235
635527
2184
morate dizajnirati rezultate.
10:53
And that's design that matters.
236
637711
1616
Samo takav dizajn je bitan.
10:55
Thank you.
237
639327
1266
Hvala.
10:56
(Applause)
238
640593
3685
(Aplauz)
ABOUT THE SPEAKER
Timothy Prestero - DesignerTimothy Prestero loves a flashy "concept car." But in his own work, he aims to design products for social impact, keeping users in mind.
Why you should listen
Timothy Prestero is the founder and CEO of Design that Matters, a nonprofit that collaborates with social entrepreneurs and volunteers to design products for the poor in developing countries. A former Peace Corps volunteer and MIT graduate, Tim has worked in West Africa, Latin America and Asia. He is a Martin Fellow at the MIT Laboratory for Energy and the Environment, a Draper Richards Kaplan Fellow, and was named an Ashoka Affiliate in 2004. His awards include the 2007 Social Venture Network Innovation Award, and the 2009 World Technology Award. This year, Design That Matters was named the winner of the National Design Award in Corporate and Institutional Achievement.
Tim and his team made a splash when they created the NeoNurture Infant Incubator, named one of TIME Magazine's "50 Best Inventions of 2010." However, the product wasn't a hit with manufacturers or with hospitals in developing countries and forever remained a prototype. Design That Matters learned an important lesson from the experience -- that good design must keep in mind who will procure equipment, who will be using it, as well as the myriad ways it could be used incorrectly. As Timothy says, "There's no such thing as a dumb user; there are only dumb products.
Timothy Prestero | Speaker | TED.com