TED@BCG Berlin
Daniele Quercia: Happy maps
Daniele Quercia: 快乐的地图
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导航应用帮助我们找到到达一个目的地的最快路径。但是如果我们想悠闲漫步呢?研究员 Daniele Quercia 给我们展示了“快乐的地图”,它不仅考虑了你想要走的路,还考虑了你想在这一路经历的感受。
Daniele Quercia - Map researcher
At Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives. Full bio
At Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives. Full bio
Double-click the English transcript below to play the video.
00:13
I have a confession to make.
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我要先进行自我忏悔。
00:17
As a scientist and engineer,
I've focused on efficiency for many years.
I've focused on efficiency for many years.
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作为一名科学家和工程师,
多年来我一直专注效率。
多年来我一直专注效率。
00:25
But efficiency can be a cult,
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但是效率可能会成为一种桎梏,
00:29
and today I'd like to tell you
about a journey
about a journey
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今天我想要告诉大家一段旅程,
00:32
that moved me out of the cult
and back to a far richer reality.
and back to a far richer reality.
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它使我走出桎梏重回多彩人生。
00:40
A few years ago, after finishing my Ph.D.
in London, I moved to Boston.
in London, I moved to Boston.
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几年前,我在伦敦完成了博士学业后
搬到了波士顿。
搬到了波士顿。
00:45
I lived in Boston and worked in Cambridge.
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我住在波士顿,工作在剑桥。
00:49
I bought a racing bicycle that summer,
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那年夏天,我买了一辆竞速自行车,
00:52
and I bicycled every day to work.
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我每天骑着它上班。
00:55
To find my way, I used my phone.
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我用手机导航,
00:57
It sent me over Mass. Ave.,
Massachusetts Avenue,
Massachusetts Avenue,
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它让我走马萨诸塞大道,
01:01
the shortest route from
Boston to Cambridge.
Boston to Cambridge.
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那是从波士顿到剑桥最短的一段路。
01:05
But after a month
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但在是交通拥挤的马萨诸塞大道
01:07
that I was cycling every day
on the car-packed Mass. Ave.,
on the car-packed Mass. Ave.,
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骑行了一个月后,
01:12
I took a different route one day.
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有一天我走了一条不一样的路。
01:15
I'm not entirely sure why I took
a different route that day, a detour.
a different route that day, a detour.
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我不记得为什么我当时
选择了不一样的路,绕了一下,
选择了不一样的路,绕了一下,
01:20
I just remember a feeling of surprise;
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只记得那种惊喜的感觉,
01:25
surprise at finding a street with no cars,
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惊喜于发现了一条没有汽车驶过的道路,
01:29
as opposed to the nearby
Mass. Ave. full of cars;
Mass. Ave. full of cars;
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与挤满车辆的马萨诸塞大道
形成了鲜明的对比;
形成了鲜明的对比;
01:33
surprise at finding a street
draped by leaves and surrounded by trees.
draped by leaves and surrounded by trees.
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惊喜于发现了一条被树叶覆盖被绿树环绕的路。
01:38
But after the feeling
of surprise, I felt shame.
of surprise, I felt shame.
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但是这种惊喜之后,我感到了羞愧。
01:43
How could I have been so blind?
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我以前怎么就没发现?
01:46
For an entire month,
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整整一个月,
01:48
I was so trapped in my mobile app
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我受制于手机导航,
01:51
that a journey to work
became one thing only:
became one thing only:
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每天去工作的路程只意味着一件事:
01:55
the shortest path.
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最短路线。
01:57
In this single journey,
there was no thought
there was no thought
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在这段路途中,
我从来没有过任何享受旅途的想法,
02:00
of enjoying the road,
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02:03
no pleasure in connecting with nature,
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没有心情体会大自然,
02:05
no possibility of looking
people in the eyes.
people in the eyes.
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没有机会向路上的行人示意,
02:09
And why?
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为什么会这样?
02:10
Because I was saving a minute
out of my commute.
out of my commute.
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因为我为了节约一分钟的通勤时间。
02:16
Now let me ask you: Am I alone here?
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那么现在我问你们:
这样做的只有我一个人吗?
这样做的只有我一个人吗?
02:20
How many of you have never used
a mapping app for finding directions?
a mapping app for finding directions?
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你们中有多少人从来没用过手机地图导航?
02:26
Most of you, if not all, have.
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大多数用过。
02:28
And don't get me wrong -- mapping apps
are the greatest game-changer
are the greatest game-changer
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请不要误会,
地图软件使我们的生活便利许多,
地图软件使我们的生活便利许多,
02:33
for encouraging people
to explore the city.
to explore the city.
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它鼓励人们去发现你所在的城市。
02:35
You take your phone out
and you know immediately where to go.
and you know immediately where to go.
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你带上你的手机,你就知道往哪里走。
02:39
However, the app also assumes
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但是,地图软件假设
02:42
there are only a handful
of directions to the destination.
of directions to the destination.
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到达目的地只有那几种途径,
02:48
It has the power to make
those handful of directions
those handful of directions
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它把那有限的几种途径
02:52
the definitive direction
to that destination.
to that destination.
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作为到达目的地的终极途径来呈现。
02:57
After that experience, I changed.
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在那次无意的经历之后,
我变了。
我变了。
02:59
I changed my research
from traditional data-mining
from traditional data-mining
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我将我的研究方向从传统的数据挖掘
03:03
to understanding how people
experience the city.
experience the city.
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转向了了解人们如何体验所在的城市。
03:07
I used computer science tools
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我使用电脑技术
03:09
to replicate social science
experiments at scale, at web scale.
experiments at scale, at web scale.
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在网络上进行大规模的社会科学实验。
03:14
I became captivated
by the beauty and genius
by the beauty and genius
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我被传统的社科研究的
美与精妙深深吸引了,
美与精妙深深吸引了,
03:20
of traditional social science experiments
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03:23
done by Jane Jacobs,
Stanley Milgram, Kevin Lynch.
Stanley Milgram, Kevin Lynch.
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那些 Jane Jacob,Stanley Milgram
和 Kevin Lynch 做的研究。
和 Kevin Lynch 做的研究。
03:27
The result of that research
has been the creation of new maps,
has been the creation of new maps,
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研究的结果促成了
一个新的地图软件的开发,
一个新的地图软件的开发,
03:32
maps where you don't only find
the shortest path, the blue one,
the shortest path, the blue one,
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一个你不仅能找到最短路程——
以蓝色标记,
以蓝色标记,
03:37
but also the most enjoyable path,
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而且能找到最享受的路程的地图——
03:40
the red one.
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以红色标记。
03:42
How was that possible?
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这是如何实现的?
03:45
Einstein once said,
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爱因斯坦曾经说过:
03:47
"Logic will get you from A to B.
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“逻辑思维可以带你从A走到B,
03:50
Imagination will take you everywhere."
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想象力可以带你去任何地方。”
03:53
So with a bit of imagination,
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所以,依靠一点点想象力,
03:55
we needed to understand
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我们需要知道
03:57
which parts of the city
people find beautiful.
people find beautiful.
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人们觉得这个城市的哪些地方是美的。
04:01
At the University of Cambridge,
with colleagues,
with colleagues,
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在剑桥大学,我跟我的同事们一起
04:04
we thought about this simple experiment.
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想到了一个简单的实验。
04:07
If I were to show you
these two urban scenes,
these two urban scenes,
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如果我现在向你展示两张城市风光的图片,
04:10
and I were to ask you
which one is more beautiful,
which one is more beautiful,
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然后我问你,你觉得哪一张更美,
04:13
which one would you say?
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你会怎么说?
04:18
Don't be shy.
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不要害羞。
04:21
Who says A? Who says B?
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谁觉得是第一张,谁觉得是第二张?
04:24
Brilliant.
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很好。
04:26
Based on that idea,
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根据这个想法,
04:27
we built a crowdsourcing platform,
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我们做了一个众包平台,
04:29
a web game.
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一个网络游戏。
04:30
Players are shown pairs of urban scenes,
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我们展示两张城市景色图片给玩家,
04:33
and they're asked to choose which one
is more beautiful, quiet and happy.
is more beautiful, quiet and happy.
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让他们选择哪一张的景色
更漂亮,静谧,令人愉悦。
更漂亮,静谧,令人愉悦。
04:40
Based on thousands of user votes,
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依据成千上万的用户的选择,
04:42
then we are able to see
where consensus emerges.
where consensus emerges.
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我们能找出那些被大众一致选择的图片,
04:45
We are able to see which
are the urban scenes
are the urban scenes
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我们能看到哪些城市美景
04:48
that make people happy.
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令人愉悦。
04:51
After that work, I joined Yahoo Labs,
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这之后,我加入了雅虎实验室,
04:54
and I teamed up with Luca and Rossano,
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我和 Luca 以及 Rossano 组成一个团队,
04:57
and together, we aggregated
those winning locations in London
those winning locations in London
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我们一起汇总了那些伦敦的胜出地点
05:00
to build a new map of the city,
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并制作了全新的城市地图,
05:03
a cartography weighted for human emotions.
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充满了人类情感的地图。
05:07
On this cartography, you're not only
able to see and connect
able to see and connect
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在这个地图上,你不仅能够看到
05:11
from point A to point B
the shortest segments,
the shortest segments,
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A到B的最短路程,
05:16
but you're also able
to see the happy segment,
to see the happy segment,
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你还可以看到快乐的路程,
05:19
the beautiful path, the quiet path.
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漂亮的路程,静谧的路程。
05:23
In tests, participants found the happy,
the beautiful, the quiet path
the beautiful, the quiet path
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在实验中,参与者更加喜欢
快乐的、漂亮的、静谧的路程,
快乐的、漂亮的、静谧的路程,
05:28
far more enjoyable than the shortest one,
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而非最短的路程,
05:31
and that just by adding
a few minutes to travel time.
a few minutes to travel time.
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而前者只增加了几分钟的路程。
05:37
Participants also love to attach
memories to places.
memories to places.
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参与者也喜欢把风景贴上记忆的标签,
05:41
Shared memories --
that's where the old BBC building was;
that's where the old BBC building was;
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集体记忆——
比如,这是 BBC 曾经的办公室,
比如,这是 BBC 曾经的办公室,
05:46
and personal memories --
that's where I gave my first kiss.
that's where I gave my first kiss.
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个人记忆——
比如,这是我的初吻发生的地方,
比如,这是我的初吻发生的地方,
05:51
They also recalled how some paths
smelled and sounded.
smelled and sounded.
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他们还回忆起某条路的气息和声音。
05:56
So what if we had a mapping tool
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如果我们有这样一个制图工具——
05:59
that would return
the most enjoyable routes
the most enjoyable routes
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在挑选最让人享受的路程时,
06:01
based not only on aesthetics
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它不仅会考虑风景,
06:04
but also based on smell, sound,
and memories?
and memories?
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还考虑气息,声音和记忆,会怎样?
06:07
That's where our research
is going right now.
is going right now.
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这是我们目前研究的东西。
06:11
More generally, my research,
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总的来说,我的研究
06:14
what it tries to do is avoid
the danger of the single path,
the danger of the single path,
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试图做的就是避免单一路程的危险,
06:18
to avoid robbing people of fully
experiencing the city in which they live.
experiencing the city in which they live.
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避免剥夺人们充分享受
他们所居住的城市的权利。
他们所居住的城市的权利。
06:23
Walk the path through the park,
not through the car park,
not through the car park,
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穿过公园,而非停车场,
06:27
and you have an entirely different path.
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你会有全然不同的路程。
06:29
Walk the path full of people you love
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走那条充满了你所爱的人的道路,
06:32
and not full of cars,
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而非被汽车占据的道路,
06:34
and you have an entirely different path.
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你会有全然不同的路程。
06:35
It's that simple.
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就这么简单。
06:39
I would like to end with this thought:
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我想以下面这个想法来结尾:
06:41
do you remember "The Truman Show?"
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你记得电影《楚门的世界》吗?
06:43
It's a media satire in which a real person
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这是一部嘲讽媒体的电影,
其主角不知道
他生活在一个虚假的世界里。
他生活在一个虚假的世界里。
06:46
doesn't know he's living
in a fabricated world.
in a fabricated world.
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06:50
Perhaps we live in a world
fabricated for efficiency.
fabricated for efficiency.
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也许我们生活在一个
为效率而生的虚假的世界里。
为效率而生的虚假的世界里。
06:55
Look at some of your daily habits,
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看看你平常的生活习惯,
06:59
and as Truman did in the movie,
escape the fabricated world.
escape the fabricated world.
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电影中楚门逃离了那个虚假的世界,
07:05
Why?
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为什么?
07:06
Well, if you think that adventure
is dangerous, try routine. It's deadly.
is dangerous, try routine. It's deadly.
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如果你觉得冒险很危险,
试试平庸吧,那可是致命的。
试试平庸吧,那可是致命的。
07:13
Thank you.
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谢谢!
07:15
(Applause)
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(鼓掌)
ABOUT THE SPEAKER
Daniele Quercia - Map researcherAt Yahoo! Labs in Barcelona, Daniele Quercia and his colleagues imagine new ways to use online maps to improve our lives.
Why you should listen
Daniele Quercia works in the area of social media at Yahoo Labs in Barcelona. Before that, he was a Horizon senior researcher at The Computer Laboratory of the University of Cambridge. He is interested in the relationship between online and offline worlds and his work has been focusing in the areas of data mining, computational social science, and urban informatics. His research has been published in leading venues including ICSE, Ubicomp, ICDM, CSCW, RecSys, WSDM, and WWW, received honorable mentions from AAAI ICWSM, and has been featured on La Repubblica, The Independent, New Scientist, Le Monde, and BBC. He spoke at TEDx Barcelona and Falling Walls Berlin, and wrote for BBC. He was Postdoctoral Associate at the Massachusetts Institute of Technology where he worked on social networks in a city context, and his PhD thesis at UC London was nominated for BCS Best British PhD dissertation in Computer Science. During his PhD, he was a Microsoft Research PhD Scholar and MBA Technology Fellow of London Business School, and he also interned at the National Research Council in Barcelona and at National Institute of Informatics in Tokyo. He studied at Politecnico di Torino (Italy), Karlsruhe Institute of Technology (Germany), and University of Illinois (USA).
Daniele Quercia | Speaker | TED.com