TEDGlobal 2009
Tim Brown: Designers -- think big!
Tim Brown tasarimcilari buyuk dusunmeye tesvik ediyor
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Tim Brown tasarim mesleginin şık, moda cisimlerle dolduruldugunu soyluyor. Temiz suya ulasim gibi acil cozum bekleyen sorunlar tasarimin daha onemli bir rolu oldugunu gosteriyor. Yerel, birlikte ve katilimci "tasarimsal dusunce" ye cagiriyor.
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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Bu sabah, konusmak istedigim konu su:
00:14
about what happens if we move from design
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Eger tasarimdan
00:17
to design thinking.
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tasarimsal dusunceye gecersek ne olur?
00:20
Now this rather old photo up there
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Suradaki eski resim
00:22
is actually the first project I was ever hired to do,
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işe ilk alindigimda calistigim ilk projeyi gösteriyor.
00:25
something like 25 years ago.
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Yaklasik 25 yil once.
00:27
It's a woodworking machine, or at least a piece of one,
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Bir ahsap dograma makinasi, yani onun bir bolumu
00:29
and my task was to
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ve benim gorevim
00:31
make this thing a little bit more modern,
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bu seyi birazcik hale modern hale getirmek ve
00:33
a little bit easier to use.
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kullanimini birazcik kolaylastirmaktı.
00:35
I thought, at the time, I did a pretty good job.
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O zamanlar cok iyi bir is yaptigimi dusunmustum.
00:38
Unfortunately, not very long afterwards
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Malesef, cok vakit gecmeden
00:40
the company went out of business.
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sirket iflas etti.
00:43
This is the second project that I did. It's a fax machine.
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Bu benim yaptigim ikinci proje. Bu bir fax makinasi.
00:46
I put an attractive shell around some new technology.
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Yeni teknolojinin etrafini cekici bir sekilde kapladim.
00:49
Again, 18 months later,
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Yine, 18 ay sonra,
00:51
the product was obsolete.
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urun kullanilmaz olmustu.
00:53
And now, of course, the whole technology is obsolete.
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Ve simdi, tabiki, bu teknoloji tamamen kullanilmaz oldu.
00:58
Now, I'm a fairly slow learner,
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Ben, baya yavas ogreniyorum.
01:00
but eventually it occurred to me that
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Fakat, sonunda farkettim ki
01:02
maybe what passed for design
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belki tasarim icin yapilanlar
01:04
wasn't all that important --
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o kadar onemli degildi --
01:06
making things more attractive,
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cisimleri daha cekici hale getirme,
01:08
making them a bit easier to use,
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onlari daha kolay kullanilir hale getirme,
01:10
making them more marketable.
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onlari daha cok pazarlanabilir yapma.
01:13
By focusing on a design,
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Bir tasarima odaklanarak
01:15
maybe just a single product,
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belki sadece tek bir urune
01:17
I was being incremental
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ufak adimlarla iyilestirmeler yapiyordum
01:19
and not having much of an impact.
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ve fazla bir etkim olmuyordu.
01:23
But I think this small view of design
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Fakat bence bu dar tasarim gorusu
01:25
is a relatively recent phenomenon,
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nispeten yeni bir olgu,
01:27
and in fact really emerged
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ve aslinda
01:29
in the latter half of the 20th century
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yirminci yuzyilin ikinci yarisinda ortaya cikti.
01:31
as design became a tool of consumerism.
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Tasarim tuketimin araci oldu.
01:35
So when we talk about design today,
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Bugun, tasarim dedigimiz zaman,
01:37
and particularly when we read about it in the popular press,
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ve ozellikle guncel basinda okudugumuz kadariyla,
01:40
we're often talking about products like these.
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genelikle bunun gibi urunlerden bahsediyoruz.
01:42
Amusing? Yes. Desirable? Maybe.
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Komik mi? Evet? Arzu edilen mi? Belki.
01:45
Important? Not so very.
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Onemli mi? Pek de degil.
01:48
But this wasn't always the way.
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Fakat, bu herzaman oyle degildi.
01:50
And I'd like to suggest that if we take
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Ve, benim onerim, eger biz
01:52
a different view of design,
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degisik bir tasarim gorusumuz olursa,
01:54
and focus less on the object
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ve objeye daha az odaklanip
01:57
and more on design thinking as an approach,
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tasarimsal dusunce yaklasimina yogunlasirsak,
02:00
that we actually might see the result in a bigger impact.
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daha buyuk etkiler ortaya cikaracak sonuclar gorebiliriz.
02:05
Now this gentleman, Isambard Kingdom Brunel,
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Bu beyefendi, Isambard Kingdom Brunel,
02:07
designed many great things in his career in the 19th century,
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19. yuzyilda kariyeri boyunca bir cok onemli sey tasarladi,
02:11
including the Clifton suspension bridge in Bristol
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bunlar arasinda Bristol'daki Clifton asma koprusu
02:15
and the Thames tunnel at Rotherhithe.
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ve Rotherhithe'deki Thames tuneli var.
02:17
Both great designs and actually very innovative too.
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Ikiside onemli tasarimlar ve aslinda oldukca yenilikci de.
02:22
His greatest creation
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Onun en buyuk eseri
02:25
runs actually right through here in Oxford.
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Burada, Oxford'da duruyor.
02:27
It's called the Great Western Railway.
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Buyuk Bati Trenyolu.
02:30
And as a kid I grew up very close to here,
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Çocukluğumu buraya çok yakın bir yerde geçirdim.
02:33
and one of my favorite things to do
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Ve yapmaktan en cok hoslandigim seylerden biri
02:35
was to cycle along by the side of the railway
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buyuk ekspres trenin yanimdan gurleyerek gecmesini bekleyerek
02:38
waiting for the great big express trains to roar past.
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bu trenyolunun yaninda bisiklet sürmekti.
02:41
You can see it represented here in J.M.W. Turner's painting,
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Bunun J.M.W. Turner'in tablosunda nasil tasvir edildigini burada gorebilirsiniz,
02:43
"Rain, Steam and Speed".
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"Yagmur, Buhar ve Sürat".
02:46
Now, what Brunel said that he wanted to achieve for his passengers
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Simdi, Brunel yolculari icin basarmak istediginin
02:50
was the experience of floating across the countryside.
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kirsal alanda gezinme deneyimi yasatmak olduğunu söylüyor.
02:55
Now, this was back in the 19th century.
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Simdi, bu 19. yuzyilda kaldi.
02:57
And to do that meant creating the flattest gradients
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Ve bunu yapmak, daha once hic yapilmamis olan
02:59
that had ever yet been made,
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duz zemini yaratmak demektir,
03:01
which meant building long viaducts across river valleys --
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nehir vadisinde karsilikli uzun viyadukler kurmak demektir.
03:04
this is actually the viaduct across the Thames at Maidenhead --
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Bu da Maidenhead'deki Thames'in karsi tarafindaki viyaduk
03:08
and long tunnels such as the one at Box, in Wiltshire.
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ve Wiltshirei Box'taki gibi uzun tuneller.
03:14
But he didn't stop there. He didn't stop
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Fakat o orada durmadi. O sadece
03:16
with just trying to design the best railway journey.
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en iyi tren yolu seyahati tasarlamakla yetinmedi.
03:19
He imagined an integrated transportation system
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O butunlesik bir tasima sistemi tasarladi.
03:23
in which it would be possible for a passenger to embark
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Bir yolcunun
03:26
on a train in London
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Londra'dan bir trene binip
03:29
and disembark from a ship in New York.
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New York'ta bir gemiden inebilmesinin mumkun oldugu.
03:32
One journey from London to New York.
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Londra'dan New York'a bir yolculuk.
03:36
This is the S.S. Great Western that he built
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Bu S.S Great Western,
03:38
to take care of the second half of that journey.
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yolculugun ikinci yarisini bitirmek icin inşa edildi.
03:42
Now, Brunel was working 100 years before
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Simdi, Brunel tasarim mesleginin ortaya cikmasindan
03:44
the emergence of the design profession,
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100 sene once calisiyordu.
03:47
but I think he was using design thinking
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Fakat bence o tasarimsal dusunce kullaniyordu
03:50
to solve problems and to create world-changing innovations.
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sorunlari cozmek ve dunyayi degistirecek yenilikler yaratmak icin.
03:55
Now, design thinking begins with what Roger Martin,
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Simdi tasarimsal dusunce Roger Martin'le baslar
03:57
the business school professor at the University of Toronto,
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Toronto Universitesinde isletme bolumunde professor,
04:00
calls integrative thinking.
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buna butunlesik tasarim diyor.
04:02
And that's the ability to exploit opposing ideas
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Ve bu yeni cozumler ortaya koymak icin
04:05
and opposing constraints
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karşıt fikirlerden ve kisitlardan
04:07
to create new solutions.
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yararlanma kabiliyetinin ta kendisidir.
04:09
In the case of design, that means
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Tasarim alanında ise, bu
04:12
balancing desirability, what humans need,
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cazibe, insan ihityaclari, teknik fizibilite
04:16
with technical feasibility,
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ve ekonomik geleceği olan şeylerin
04:18
and economic viability.
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dengelenmesi anlamına gelir.
04:21
With innovations like the Great Western,
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Great Western gibi buyuk buluslarla,
04:23
we can stretch that balance to the absolute limit.
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dengeyi mutlak sinirlarina kadar uzatabiliriz.
04:27
So somehow, we went from this to this.
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Bir sekilde, bundan buna gectik.
04:34
Systems thinkers who were reinventing the world,
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Dunyayi bastan icat eden sistem dusunurlerinden,
04:37
to a priesthood of folks in black turtlenecks and designer glasses
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kucuk seyler uzerinde calisan siyah yakali ve tasarim gozlukleri
04:42
working on small things.
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takan geneksel ruhban sinifina kadar.
04:44
As our industrial society matured,
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Bizim sanayi toplumumuz olgunlastikca,
04:48
so design became a profession
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tasarim bir meslek oldu
04:50
and it focused on an ever smaller canvas
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ve daha da kucuk islere odaklandi,
04:53
until it came to stand for aesthetics,
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ta ki estetik, goruntu ve moda
04:55
image and fashion.
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savunucusu olacak kadar.
04:57
Now I'm not trying to throw stones here.
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Simdi burada taslama yapmaya calismiyorum.
05:00
I'm a fully paid-up member of that priesthood,
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Ben bu ruhban sinifinin tam zamanli bir uyesiyim,
05:02
and somewhere in here I have my designer glasses.
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ve burada biryerde tasarim gozluklerim var.
05:04
There we go.
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Iste burada.
05:07
But I do think that perhaps design
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Fakat, bana oyle geliyorki belki design
05:09
is getting big again.
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yine genisliyor.
05:11
And that's happening through
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ve bu
05:14
the application of design thinking
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tasarimsal dusuncenin
05:16
to new kinds of problems --
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yeni tip problemlere uygulanmasi ile oluyor
05:18
to global warming, to education,
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kuresel isinmaya, egitime,
05:20
healthcare, security, clean water, whatever.
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saglik, guvenlik, temiz su gibi konulara.
05:24
And as we see this reemergence of design thinking
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ve tasarimsal dusuncenin yeniden ortaya cikmasini
05:27
and we see it beginning to tackle new kinds of problems,
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ve yeni tip problemlerin ustesinden gelmeye basladiklarini gördükçe,
05:30
there are some basic ideas that I think we can observe that are useful.
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faydali olduklarini farkedebileceğimiz bazi temel fikirler olustu.
05:33
And I'd like to talk about some of those
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Ve önümüzdeki bir-iki dakika boyunca
05:35
just for the next few minutes.
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bunlarin bazilari hakkinda konusmak istiyorum.
05:37
The first of those is that design is
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Birincisi, tasarim
05:39
human-centered.
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insan merkezlidir.
05:42
It may integrate technology and economics,
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Teknoloji ve ekonomi entegre edebilir,
05:44
but it starts with what humans need, or might need.
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ama baslangic noktasi insan ihyaclarinin ne oldugu veya ne olabilecegidir.
05:48
What makes life easier, more enjoyable?
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Hayati daha kolay, ve daha eglenceli yapan nedir?
05:50
What makes technology useful and usable?
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Teknolojiyi faydali ve kullanisli yapan nedir?
05:54
But that is more than simply good ergonomics,
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Fakat bu sadece iyi ergonominin otesindedir,
05:57
putting the buttons in the right place.
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taslari uygun yerlere yerlestirmek.
06:00
It's often about understanding culture and context
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Genelde esas olan kulturu ve baglami anlamak
06:03
before we even know where to start to have ideas.
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hatta fikri olusturmaya nedereden baslayagimizi bilmeden once.
06:06
So when a team was working on a new vision screening program in India,
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Bir ara, bir takim Hindistan'da yeni bir goz kontrolu programi uzerinde çalışırken,
06:10
they wanted to understand what the aspirations
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sunu anlamak istediler:
06:12
and motivations were of these school children
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Bu okul cocuklarinin velilerinin taranmasında
06:15
to understand how they might play a role
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rollerini anlayabilmelerini saglayacak
06:17
in screening their parents.
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motivasyonlari ne olabilir?
06:22
Conversion Sound has developed a high quality,
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Conversion Sound, gelisen dunya icin
06:24
ultra-low-cost digital hearing aid
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yuksek kaliteli ve ultra dusuk masrafli
06:27
for the developing world.
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isitme aletleri gelistirdi.
06:29
Now, in the West we rely on highly trained technicians
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Simdi, batida biz ust duzeyde egitilmis teknisyenlere guveniyoruz
06:33
to fit these hearing aids.
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bu isitme aletlerini takmak icin.
06:35
In places like India, those technicians simply don't exist.
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Hindistan gibi yerlerde bu teknisyenlerden yoktur.
06:39
So it took a team working in India
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Bu yüzden, Hindistan'da
06:41
with patients and community health workers
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montaj ve teshis hizmetinde
06:43
to understand how a PDA
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PDA ya da PDA uzerindeki bir uygulamanin
06:45
and an application on a PDA
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bu teknisyenlerin yerine nasıl geçebileceğini anlamak icin
06:47
might replace those technicians
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hastalar ve cemiyet saglik calisanlariyla birlikte
06:49
in a fitting and diagnostic service.
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takim calismasi gerekiyordu.
06:52
Instead of starting with technology,
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Teknoloji ile baslamak yerine,
06:54
the team started with people and culture.
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takim, insanlarla ve kulturle basladi.
06:57
So if human need is the place to start,
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Eger insan ihtiyaci baslangic noktasi ise,
07:00
then design thinking rapidly moves on to
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tasarimsal dusunce suratle
07:02
learning by making.
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yaparak ogrenmeye geciyor.
07:04
Instead of thinking about what to build,
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Kurulacak sey icin dusunmek yerine,
07:07
building in order to think.
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dusunmek icin kurmak.
07:10
Now, prototypes speed up the process of innovation,
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Simdi, prototipler yenilikcilik surecini hizlandiriyor.
07:13
because it is only when we put our ideas out into the world
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Biz fikirlerimizi uygulamaya basladigimizda
07:16
that we really start to understand their strengths and weaknesses.
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gercekten guclu ve zayif yanlarimizi anlamaya baslariz.
07:19
And the faster we do that,
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Ve bunu daha hizli yaparsak,
07:21
the faster our ideas evolve.
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fikirlerimiz daha hizli gelisir.
07:24
Now, much has been said and written about
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Bugun Madurai, Hindistan'daki Aravind Goz Merkezi hakkinda
07:26
the Aravind Eye Institute in Madurai, India.
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bir çok şey söylendi ve yazıldı.
07:29
They do an incredible job of serving very poor patients
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Onlar fakir insanlara hizmet verme konusunda inanilmaz bir is basardilar
07:33
by taking the revenues from those who can afford to pay
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ucreti karsilayabilenlerden para alarak
07:35
to cross-subsidize those who cannot.
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ucreti karsilayamayanalari desteklediler.
07:39
Now, they are very efficient,
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Simdi, onlar cok etkin,
07:42
but they are also very innovative.
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onlar ayni zamanda yenilikci.
07:45
When I visited them a few years ago,
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Onlari birkac yil once ziyaret ettigimde,
07:48
what really impressed me was their willingness
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fikirlerinin prototiplerini cok erken olusturma istegi
07:50
to prototype their ideas very early.
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beni cok etkiledi.
07:52
This is the manufacturing facility
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Bu bir uretim tesisi
07:54
for one of their biggest cost breakthroughs.
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en buyuk maliyet hamlelerinden biri.
07:56
They make their own intraocular lenses.
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Kendi intraoküler lensleri uretiyorlar.
07:59
These are the lenses that replace those
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Bunlar katarakt tarafindan hasara
08:01
that are damaged by cataracts.
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ugratilan lenslerin yerine kullaniliyor.
08:03
And I think it's partly their prototyping mentality
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Ve, onlarin prototipleme zihniyetleri
08:07
that really allowed them to achieve the breakthrough.
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kismen bu hamlesini yapmalarini sagladi.
08:09
Because they brought the cost down
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Cunku onlar maliyeti
08:11
from $200 a pair,
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cifti 200 dolardan,
08:12
down to just $4 a pair.
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cifti dort dolara cektiler.
08:17
Partly they did this by instead of building
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Kismen bunu gosterisli yeni
08:19
a fancy new factory,
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bir fabrika kurmak yerine,
08:21
they used the basement of one of their hospitals.
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hastanelerinin zemin katini kullanarak yaptilar.
08:25
And instead of installing the large-scale machines
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Ve batili ureticilerin kullandigi
08:28
used by western producers,
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buyuk olcekli makinalar yerine,
08:30
they used low-cost CAD/CAM prototyping technology.
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dusuk maliyetli CAD/CAM prototip teknolojisi kullandilar.
08:34
They are now the biggest manufacturer of these lenses in the developing world
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Onlar simdi gelisen dunyadaki en buyuk lens ureticisi oldular
08:38
and have recently moved into a custom factory.
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ve yakin bir zamanda mustakil bir fabrikaya tasindilar.
08:42
So if human need is the place to start,
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Boylece, eger insan ihtiyaci baslangic noktasi ise,
08:44
and prototyping, a vehicle for progress,
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prototip bir ilerleme araci ise,
08:46
then there are also some questions to ask about the destination.
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gidilen istikamet hakkinda bazi sorular olur.
08:50
Instead of seeing its primary objective as consumption,
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Tasarimsal dusunce, birincil amaci tuketim olarak gormek yerine,
08:55
design thinking is beginning to explore the potential of participation --
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katilimciligin potansiyelini kesfetmeye baslamaktir.
08:58
the shift from a passive relationship
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Tuketici ve uretici arasindaki
09:01
between consumer and producer
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edilgen iliski yerine
09:03
to the active engagement of everyone
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uretken ve kazancli bir deneyim ile
09:05
in experiences that are meaningful,
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herkes arasında
09:07
productive and profitable.
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aktif bir bağlantı oluşturmaktır.
09:11
So I'd like to take the idea that Rory Sutherland talked about,
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Rory Sutherland'in bahsettigi fikri almak istiyorum
09:14
this notion that intangible things are worth perhaps more than physical things,
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bu fikre gore fiziksel olmayan seyler, belkide fiziksel seylerden daha kiymetlidir.
09:17
and take that a little bit further and say that
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bunu biraz daha ileriye goturerek soyleyebilirim ki,
09:19
I think the design of participatory systems,
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bence, paranın ötesinde
09:22
in which many more forms of value
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bircok farkli degere yer veren
09:25
beyond simply cash
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yaratilan ve olculen katilimci sistemlerin tasarimi,
09:27
are both created and measured,
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sadece tasarim icin degil
09:30
is going to be the major theme, not only for design,
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ilerlediğimiz sürece ekonomimiz için de
09:33
but also for our economy as we go forward.
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onemli bir konu basligi olacak.
09:37
So William Beveridge, when he wrote the first of his famous reports in 1942,
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Yani, William Beveridge 1942 yilindaki iyi bilinen ilk raporunu yazdiginda
09:41
created what became Britain's welfare state
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Britanya'nin refah devletini yaratti.
09:45
in which he hoped that every citizen
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Bu durumda umdu ki her vatandas
09:48
would be an active participant
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kendi sosyal mutlulugunun
09:50
in their own social well-being.
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aktif katilimcisi olacakti.
09:52
By the time he wrote his third report,
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Ucuncu raporunu yazdigi zamana gelindiginde,
09:55
he confessed that he had failed
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yanildigini itiraf etti
09:57
and instead had created a society of welfare consumers.
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ve onun yerine refah icinde tuketiciler toplumunu yaratti.
10:03
Hilary Cottam, Charlie Leadbeater,
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Participle sirketinden Hillary Cottam, Charlie Ledbetter,
10:05
and Hugo Manassei of Participle
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ve Hugo Manassei
10:07
have taken this idea of participation,
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katilimcilik fikrini aldilar
10:10
and in their manifesto entitled Beveridge 4.0,
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ve Beveridge 4.0 baslikli manifestolarinda
10:13
they are suggesting a framework
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refah devletini yeniden kesfetmek icin
10:15
for reinventing the welfare state.
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bir cerceve onerdiler.
10:18
So in one of their projects called Southwark Circle,
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South Circle isimli projelerinde
10:20
they worked with residents in Southwark, South London
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guney Londra'daki Southwark sakinlari ile calistilar
10:23
and a small team of designers
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ve kucuk bir tasarim takimiyla
10:25
to develop a new membership organization
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yasli insanlara ev islerinde yardim etmek icin
10:29
to help the elderly with household tasks.
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yeni bir uyelik organizasyonu gelistirdiler.
10:32
Designs were refined and developed
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Tasarimlar, bu yilin baslarinda hizmete girmeden once
10:34
with 150 older people and their families
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150 yasli insan ve aileleriyle
10:37
before the service was launched earlier this year.
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rafine edildi ve gelistirildi.
10:42
We can take this idea of participation
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Biz bu katilimcilik fikrini alip
10:46
perhaps to its logical conclusion
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belki onun mantiksal sonucuna bakip
10:48
and say that design may have its greatest impact
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tasarim en buyuk etkisini
10:50
when it's taken out of the hands of designers
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tasarimcinin elinden alinip
10:53
and put into the hands of everyone.
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herkesin eline verildiginde gosterir diyebiliriz.
10:56
Nurses and practitioners at U.S. healthcare system
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Birlesik Devletlerdeki Kaiser Permanente saglik sistemindeki
10:59
Kaiser Permanente
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Hemsireler ve saglik calisanlari
11:01
study the topic of improving the patient experience,
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hastanin basinda gecenleri iyilestirmek icin calisiyorlar.
11:06
and particularly focused on the way that they exchange knowledge
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Ve ozellikle bilgi degisiminin ve
11:11
and change shift.
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vardiya degisiminin nasil yapildigina odaklaniyorlar.
11:14
Through a program of observational research,
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Bir gozlemsel arastima programiyla
11:16
brainstorming new solutions and rapid prototyping,
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yeni cozumler ve hizli prototipleri icin beyin firtinasi yaparak
11:19
they've developed a completely new way to change shift.
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tamamen farkli bir vardiye degisirme yolu gelistirdiler.
11:22
They went from retreating to the nurse's station
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Hemsirelerin calisma yerlerinde
11:26
to discuss the various states and needs of patients,
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hastalarin ihtiyaclarini ve durumlari tartismaktan baslayip
11:28
to developing a system that happened on the ward
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hasta odalarinda, hastalarin onunde
11:31
in front of patients, using a simple software tool.
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basit bir yazilim kullanarak vardiye degisimi yapabilecekleri bir sistem gelistirdiler.
11:34
By doing this they brought the time that they were away from patients
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Bunu yaparak, hastalardan uzak kaldiklari zamani
11:36
down from 40 minutes to 12 minutes, on average.
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ortalama 40 dakikadan 12 dakikaya cektiler.
11:40
They increased patient confidence and nurse happiness.
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Hasta guvenini ve hemsire mutlulugunu arttirdilar.
11:44
When you multiply that by all the nurses
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Bunu butun hemsire sayiyla carptiginiz zaman
11:46
in all the wards in 40 hospitals in the system,
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saglik sistemindeki 40 hastanenin butun bolumlerinde
11:49
it resulted, actually, in a pretty big impact.
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gercekten oldukca buyuk bir etkiye yol acti.
11:51
And this is just one of thousands
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Ve bu yalnizca saglik alanindaki
11:53
of opportunities in healthcare alone.
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binlerce firsattan sadece birisi.
11:59
So these are just some of the kind of basic ideas
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Yani, bunlar tasarimsal dusunce ile ilgili
12:02
around design thinking
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sadece bazi basit fikirler
12:04
and some of the new kinds of projects
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ve uygulamaya konan
12:06
that they're being applied to.
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bazi yeni projeler.
12:09
But I'd like to go back to Brunel here,
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Fakat, bu noktada Brunel'e geri donmek istiyorum,
12:11
and suggest a connection that might explain why this is happening now,
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ve neden bu olanlarin simdi oldugunu aciklayacak bir baglanti icin bir onerim var,
12:15
and maybe why design thinking is a useful tool.
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ve belkide neden tasarimsal dusunce yararli bir arac oldugunu aciklar.
12:20
And that connection is change.
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Ve, bu baglanti degisimdir.
12:23
In times of change we need
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Degisim zamanlarinda
12:25
new alternatives, new ideas.
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yeni alternatiflere, yeni fikirlere ihtiyacimiz var.
12:29
Now, Brunel worked at the height of the Industrial Revolution,
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Yani Brunel Endustri Devriminin zirvesinde calisti
12:31
when all of life and our economy
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butun hayatin ve ekonominin
12:33
was being reinvented.
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yeniden kesfedildigi zamanlardi.
12:35
Now the industrial systems of Brunel's time have run their course,
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Bugun, Burunel'in zamanindaki endustriyel sistemler devrini doldurdu,
12:39
and indeed they are part of the problem today.
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Bunlar aslinda bugun problemin de bir parcasi.
12:41
But, again, we are in the midst of massive change.
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Fakat, tekrar, devasal bir degisimin ortasindayiz.
12:45
And that change is forcing us to question
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Ve bu degisim bizi toplumumuzun
12:48
quite fundamental aspects of our society --
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temel yönlerini sorgulamaya zorluyor --
12:50
how we keep ourselves healthy, how we govern ourselves,
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sagligimizi nasil koruyacagiz, nasil yonetilecegiz,
12:53
how we educate ourselves, how we keep ourselves secure.
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nasil egitilecegiz, nasil korunacagiz.
12:57
And in these times of change, we need these new choices
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Ve degisim zamanlarinda, bizim bu yeni seceneklere ihtiyacimiz var
13:00
because our existing solutions are simply becoming obsolete.
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cunku mevcut cozumler basit bir ifadeyle ise yaramiyor.
13:05
So why design thinking?
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Oylese, niye tasarimsal dusunce?
13:07
Because it gives us a new way of tackling problems.
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Cunku bize problemlerin hakkindan gelebilmemiz icin yeni yollar sagliyor.
13:10
Instead of defaulting to our normal convergent approach
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Bizim herzamanki yakinsak yaklasimi kullanmak yerine
13:15
where we make the best choice out of available alternatives,
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ki bu yaklasimda elde mevcut alternatiflerin en iyisini seceriz,
13:19
it encourages us to take a divergent approach,
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bizi aykiri bir yaklasima tesvik ediyor,
13:22
to explore new alternatives, new solutions,
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henuz mevcut olmayan yeni alternatifler ve cozumler
13:24
new ideas that have not existed before.
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yeni fikirler kesfetmeye.
13:28
But before we go through that process of divergence,
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Fakat, bu aykiri surec boyunca ilerlemeden once,
13:30
there is actually quite an important first step.
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oldukca onemli bir adim var.
13:33
And that is, what is the question that we're trying to answer?
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Ve bu da, cevap vermeye calistigimiz soru nedir?
13:36
What's the design brief?
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Tasarimin ozeti nedir?
13:38
Now Brunel may have asked a question like this,
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Simdi, Brunel soyle bir soru sorabilirdi,
13:40
"How do I take a train from London to New York?"
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"Bir treni Londra'dan New York'a nasil goturebilirim?"
13:44
But what are the kinds of questions that we might ask today?
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Fakat, bugun ne gibi sorular sorabiliriz?
13:48
So these are some that we've been asked to think about recently.
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Bunlar son zamanlarda bizden dusunmemiz istenen bazi seyler.
13:54
And one in particular, is one that we're working on with the Acumen Fund,
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Ve ozellikler bir tanesi, Acumen Fund ile birlikte calistigimiz,
13:57
in a project that's been funded by the Bill and Melinda Gates Foundation.
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Bill and Melinda Gates Foundation tarafindan desteklenen bir projede.
14:01
How might we improve access to safe drinking water
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Dunyanin en fakir insanlari icin
14:04
for the world's poorest people,
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temiz icme suyuna erisimi
14:06
and at the same time stimulate innovation
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yerel su saglayicilar arasinda yenilikciligi harekete gecirerek
14:08
amongst local water providers?
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nasil iyilestirebiliriz?
14:12
So instead of having a bunch of American designers
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Birkaç Amerikali tasarimciyi alip
14:14
come up with new ideas that may or may not have been appropriate,
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uygun olabilecek ya da olamayacak yeni fikirler olusturmak yerine,
14:17
we took a sort of more open, collaborative and participative approach.
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daha acik, isbirlikci ve katilimci bir yaklasimi sectik.
14:21
We teamed designers and investment experts up with
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Tasarimcilar ve yatirim uzmanlari ile
14:24
11 water organizations across India.
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Hindistan'in cesitli bolgelerinden 11 su kurumunu bir araya getirdik.
14:27
And through workshops they developed
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Ve gelistirilen calistaylar araciligi ile
14:29
innovative new products, services, and business models.
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yenilikci urunler, hizmetler ve is modelleri gelistirdik.
14:32
We hosted a competition
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Bir yarisma duzenledik
14:34
and then funded five of those organizations
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ve bu organizasyonlardfan bes tanesini
14:36
to develop their ideas.
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fikirlerini gelistirmeleri icin finanse ettik.
14:38
So they developed and iterated these ideas.
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Boylece, bu fikirleri gelistirdiler ve yenilediler.
14:40
And then IDEO and Acumen spent several weeks working with them
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Ve ardindan IDEO ve Acumen onlarla haftalarca calisip
14:43
to help design new social marketing campaigns,
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sosyal pazarlama seferberligi
14:48
community outreach strategies, business models,
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topluma ulasma stratejileri, is modelleri,
14:51
new water vessels for storing water
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suyu saklamak icin yeni su depolari
14:53
and carts for delivering water.
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ve suyu tasimak icin yuk arabalari tasarlamarina yardim etti.
14:56
Some of those ideas are just getting launched into the market.
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Bu fikirlerin bazilari pazara suruluyor
14:58
And the same process is just getting underway
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ve ayni surec
15:00
with NGOs in East Africa.
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dogu Afrika'daki sivil toplum orgutleriyle uygulaniyor.
15:03
So for me, this project shows
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Yanii bu proje bana
15:06
kind of how far we can go from
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kariyerimin başında
15:08
some of those sort of small things
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uğraştığım küçük işlerden
15:10
that I was working on
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ne kadar uzağa
15:12
at the beginning of my career.
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gidebileceğimi gösterdi.
15:14
That by focusing on the needs of humans
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Insanlarin ihtiyaclarina odaklanarak
15:18
and by using prototypes
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ve prototipler kullanarak
15:20
to move ideas along quickly,
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fikirleri hizlica ileriye goturerek,
15:22
by getting the process out of the hands of designers,
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sureci tasarimlarin elinden alip
15:25
and by getting the active participation of the community,
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aktif toplum katilimcilarina vererek,
15:28
we can tackle bigger and more interesting questions.
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daha buyuk ve enteresan sorularin ustesinden gelebiliriz.
15:31
And just like Brunel, by focusing on systems,
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Ve, aynen Brunel gibi, sistemlere odaklanarak,
15:34
we can have a bigger impact.
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daha buyuk bir etki meydana getirebiliriz.
15:37
So that's one thing that we've been working on.
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Bu uzerinde calistigimiz seylerden biri.
15:40
I'm actually really quite interested, and perhaps more interested
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Benim ilgimi gercekten, ve belkide daha cok ceken
15:43
to know what this community thinks we could work on.
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bu toplumun bizim neler uzerinde calisabilecegimizi dusundugunu bilmek.
15:47
What kinds of questions do we think
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Hangi cesit sorularin
15:50
design thinking could be used to tackle?
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tasarimsal dusunceyle ustesinde gelebiliriz?
15:53
And if you've got any ideas
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Ve, eger bir fikriniz varsa
15:55
then feel free, you can post them to Twitter.
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cekinmeyin, onlari Twitter'e gonderebilirsiniz.
15:57
There is a hash tag there that you can use, #CBDQ.
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Bunun icin kullanabileceginiz bir etiket var #CBDQ.
16:00
And the list looked something like this a little while ago.
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Ve, liste kisa bir sure once soyle gozukuyordu.
16:03
And of course you can search to find the questions that you're interested in
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Ve tabiki sizin ilgilendiginiz sorularida arayabilirsiniz
16:07
by using the same hash code.
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ayni etiketi kullanarak.
16:09
So I'd like to believe that design thinking
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Boylece, suna inanmak istiyorum: tasarimsal dusunce
16:13
actually can make a difference,
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gercekten bir fark meydana getirebilir,
16:15
that it can help create new ideas
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yeni fikirlerin
16:17
and new innovations,
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ve en son populer urunlerin otesinde yeniliklerin
16:19
beyond the latest High Street products.
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ortaya cikmasina yardim edebilir.
16:21
To do that I think we have to take a more expansive view of design,
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Bu yapmak icin, daha genis bir tasarim gorusu edinmeliyiz,
16:25
more like Brunel, less a domain of a professional priesthood.
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daha cok Brunel gibi, profesyonel ruhbanlik alani gibi degil.
16:31
And the first step is to start asking the right questions.
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Ve ilk adim, dogru sorulari sormaya baslamaktir.
16:34
Thank you very much.
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Cok tesekkur ederim
16:36
(Applause)
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(Alkis)
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