TED2016
Tom Hulme: What can we learn from shortcuts?
Tom Hulme: 人们抄近路的行为给了我们什么启示?
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如何设计出一个人们真正想要的产品? 让用户参与到设计中来。 "对用户需求的感同身受可能是衡量你的事业能否成功的最重要的指标," Tom Hulme 设计师如是说。在这次简短演讲中, Hulme 摆出了三个富有洞见的例子, 讲述了用户与设计师互动的过程，这些例子中的用户都创造了满足自身需要的期望之路。当你知道了如何寻找它们，你就会发现它们无处不在。
Tom Hulme - Designer, venturer
Tom Hulme's enthusiasm spans physics, design, entrepreneurship and investment. Full bio
Tom Hulme's enthusiasm spans physics, design, entrepreneurship and investment. Full bio
Double-click the English transcript below to play the video.
00:12
When we're designing new products,
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当我们设计新的产品
推出新的服务或业务的时候
00:15
services or businesses,
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只有当用户真正开始使用它们
00:17
the only time you'll know
if they're any good,
if they're any good,
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我们才能判定
00:19
if the designs are good,
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这个产品或是服务设计得究竟如何
00:21
is to see how they're used
in the real world, in context.
in the real world, in context.
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00:26
I'm reminded of that every time
I walk past Highbury Fields
I walk past Highbury Fields
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我每次路过伦敦北部的
海布里公园（Highbury Fields）
海布里公园（Highbury Fields）
都会想起这个道理
00:30
in north London.
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那个公园非常美
00:32
It's absolutely beautiful.
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公园内有一大块草坪
00:33
There's a big open green space.
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格鲁吉亚风格的建筑环绕四周
00:35
There's Georgian buildings
around the side.
around the side.
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但是草坪中间有一段泥泞小路
00:37
But then there's this mud trap
that cuts across the middle.
that cuts across the middle.
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00:41
People clearly don't want to walk
all the way around the edge.
all the way around the edge.
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显然，人们不愿意绕一大圈，
更喜欢抄近路，
更喜欢抄近路，
00:45
Instead, they want to take the shortcut,
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而小路有自我强化机制：
一旦形成，就会有越来越多的人走
00:47
and that shortcut is self-reinforcing.
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00:50
Now, this shortcut
is called a desire path,
is called a desire path,
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我们把这类“近路”叫做
心仪小路 (desire path)
心仪小路 (desire path)
这类小路对于行人来说是最有吸引力的
00:54
and it's often the path
of least resistance.
of least resistance.
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这些小路让我着迷
00:56
I find them fascinating,
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因为它体现出
设计与用户体验往往是有偏差的
设计与用户体验往往是有偏差的
00:58
because they're often the point
where design and user experience diverge.
where design and user experience diverge.
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01:04
Now at this point, I should apologize,
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在此，我应该道歉
因为此后你们会开始注意到
这样的偏差无处不在
这样的偏差无处不在
01:06
because you guys are going to start
seeing these everywhere.
seeing these everywhere.
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01:08
But today, I'm going to pick
three I find interesting
three I find interesting
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但今天我只挑三个例子与你们分享
01:11
and share what actually it reminds me
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它们不仅有趣，还会提醒我们
研发新产品、推广新服务时应该注意什么
01:13
about launching new products and services.
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第一个例子来自巴西首都——巴西利亚
01:17
The first is in the capital city
of Brazil -- Brasilia.
of Brazil -- Brasilia.
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01:21
And it reminds me that sometimes,
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这个例子提醒我
设计产品时往往需要关注实际需求
01:23
you have to just focus
on designing for a real need
on designing for a real need
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以避免不必要的麻烦
01:26
at low friction.
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01:28
Now, Brasilia is fascinating.
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当下，巴西利亚非常迷人
20世纪50年代尼迈耶对整座城市做了规划
01:29
It was designed by Niemeyer in the '50s.
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那个时候是航空业的黄金时期
01:32
It was the golden age of flying,
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你可以看出来，他规划出了一个飞机的形状
01:35
so he laid it out like a plane,
as you can see there.
as you can see there.
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不过有些令人担心的是
01:38
Slightly worryingly,
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他将大多数重要政府机构
都放在了机头的位置
都放在了机头的位置
01:39
he put most of the important
government buildings in the cockpit.
government buildings in the cockpit.
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但是如果你将巴西利亚市中心航拍图放大
01:43
But if you zoom in,
in the very center of Brasilia,
in the very center of Brasilia,
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就是图中标注的这个位置
01:45
just where the point is there,
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你将看到这里遍布着心仪小路
01:48
you see it's littered with desire paths.
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01:50
They're absolutely everywhere.
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真的无处不在
他们曾觉得这个设计能经受住时间的考验
01:53
Now, they thought that they
had future-proofed this design.
had future-proofed this design.
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因为他们认为未来我们不再需要步行了
01:55
They thought in the future
we wouldn't need to walk anywhere --
we wouldn't need to walk anywhere --
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我们可以开车
01:59
we'd be able to drive --
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所以也就不再需要人行道了
02:00
so there was little need
for walkways or pavements.
for walkways or pavements.
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02:04
But as you can see, there's a real need.
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但是你可以看到，人行道还是必要的
02:07
These are very dangerous desire paths.
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这些心仪小路非常危险
比如我们看一下中间这条小路
02:09
If we just pick one, in the middle,
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如果走这条路，行人需要横穿15个机动车道
02:11
you can see it crosses
15 lanes of traffic.
15 lanes of traffic.
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在座各位可能知道
02:14
It won't surprise you guys
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在巴西利亚，行人出车祸的概率
02:16
that Brasilia has five times
the pedestrian accident rate
the pedestrian accident rate
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是在美国的五倍
02:20
of your average US city.
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02:22
People are resourceful.
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人们都很聪明
他们总是寻找最便捷的路线
02:24
They'll always find the low-friction route
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既省钱又省时间
02:27
to save money, save time.
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02:30
Not all these desire paths are dangerous,
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但也并不是所有的心仪小路都很危险
当我抵达希思罗机场的时候曾注意到
02:32
I was reminded flying here
when I was in Heathrow.
when I was in Heathrow.
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很多乘客对这里的道路设计都很不满
02:35
Many of us get frustrated
when we're confronted
when we're confronted
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因为他们必须从免税店穿过
02:38
with the obligatory walk
through duty-free.
through duty-free.
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02:43
It was amazing to me
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这让我很好奇
会有多少乘客不走左边这条
又长又蜿蜒的路线
又长又蜿蜒的路线
02:44
how many people refused to take
the long, meandering path to the left,
the long, meandering path to the left,
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而选择走右边
02:48
and just cut through to the right,
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走这条心仪小路
02:50
cut through the desire path.
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02:52
The question that's interesting is:
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这个问题有趣的地方在于
设计师是如何看待我们的行为的呢
02:54
What do designers think
when they see our behavior here?
when they see our behavior here?
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02:58
Do they think we're stupid?
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他们会觉得我们傻吗
会觉得我们懒吗
03:00
Do they think we're lazy?
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03:02
Or do they accept
that this is the only truth?
that this is the only truth?
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还是他们会承认他们设计失误
毕竟，这是他们的设计作品
03:04
This is their product.
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03:07
We're effectively
co-designing their product.
co-designing their product.
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我们这些使用者实际上也参与了产品设计
03:10
So our job is to design
for real needs at low friction,
for real needs at low friction,
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所以我们设计师的工作就是
尽可能满足用户的实际需求
尽可能满足用户的实际需求
因为如果设计师做不到，
使用者自己也会想办法的
使用者自己也会想办法的
03:15
because if you don't,
the customer will, anyway.
the customer will, anyway.
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03:19
The second desire path I wanted to share
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我想跟大家分享的第二条心仪小路
位于加州大学
03:21
is at the University of California.
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这个例子让我明白
03:23
And it reminds me
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有时候最好的设计方式
03:24
that sometimes the best way
to come up with a great design
to come up with a great design
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就是顺应用户
03:28
is just to launch it.
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03:30
Now, university campuses are fantastic
for spotting desire paths.
for spotting desire paths.
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大学校园是寻找心仪小路的理想场合
我觉得这是因为学生总是赶时间
而且他们还很聪明
而且他们还很聪明
03:34
I think it's because students
are always late and they're pretty smart.
are always late and they're pretty smart.
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当他们冲向讲座教室时候
03:38
So they're dashing to lectures.
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他们总能找到近道
03:39
They'll always find the shortcut.
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03:42
And the designers here knew that.
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而那里的设计者了解这一点
所以他们先建好大楼
03:44
So they built the buildings
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然后等上几个月，直到人们踩出了小路
03:46
and then they waited a few months
for the paths to form.
for the paths to form.
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03:49
They then paved them.
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然后在此基础上铺路
(笑声)
03:51
(Laughter)
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非常聪明的点子
03:52
Incredibly smart approach.
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03:54
In fact, often, just launching
the straw man of a service
the straw man of a service
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事实上，多数情况，通过类似的前期试验
设计师即可捕获用户的真正需求
03:57
can teach you what people really want.
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04:00
For example, Ayr Muir in Boston
knew he wanted to open a restaurant.
knew he wanted to open a restaurant.
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例如波士顿的 Ayr Muir 想要开一个餐馆
但是如何选址
04:04
But where should it be?
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04:06
What should the menu be?
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菜单又应包含哪些菜品呢
04:08
He launched a service,
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在开餐厅之前
他开了一个快餐车
04:10
in this case a food truck,
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然后每天换个地方售卖快餐
04:11
and he changed the location each day.
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他每天也会在餐车的旁边立一块白板
上面写有当天的菜单
上面写有当天的菜单
04:14
He'd write a different menu
on the side in a whiteboard marker
on the side in a whiteboard marker
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以此找出人们喜欢的菜式
04:17
to figure out what people wanted.
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04:20
He now has a chain of restaurants.
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如今他已经拥有多家连锁餐厅了
显然，先做一些实验来找出“心仪小路”的
04:22
So it can be incredibly efficient
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办法极为有效
04:24
to launch something
to spot the desire paths.
to spot the desire paths.
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04:28
The third and final desire path
I wanted to share with you
I wanted to share with you
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第三个，也是最后一个
我想要分享的心仪小路
我想要分享的心仪小路
位于UNIH
（美国国立卫生研究院）
（美国国立卫生研究院）
04:31
is the UNIH.
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04:33
It reminds me that the world's in flux,
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这个例子提醒我世界不是一成不变的
我们要随时准备应对这些变化
04:35
and we have to respond to those changes.
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04:38
So as you'll guess, this is a hospital.
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正如你们所料，这是个医院
04:41
I've marked for you on the left
the Oncology Department.
the Oncology Department.
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我把左边的肿瘤科标记了出来
04:44
The patients would usually stay
in the hotels down on the bottom right.
in the hotels down on the bottom right.
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病人通常都呆在图中右下角的宾馆里
04:50
This was a patient-centered organization,
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这是个以病人为中心的组织
所以他们为病人提供免费摆渡车
04:52
so they laid on cars for their patients.
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04:55
But what they realized when they started
offering chemotherapy
offering chemotherapy
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但是当医院开始提供化疗之后
他们发现病人通常都不想坐摆渡车
04:59
is the patients rarely
wanted to get in cars.
wanted to get in cars.
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化疗后的病人通常感觉非常恶心
所以他们更想走回宾馆
所以他们更想走回宾馆
05:02
They were too nauseous,
so they'd walk back to their hotels.
so they'd walk back to their hotels.
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这就形成了这么一条对角线的心仪小路
05:06
This desire path that you see
diagonally, formed.
diagonally, formed.
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05:09
The patients even called it
"The Chemo Trail."
"The Chemo Trail."
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病人们甚至给它起了名字——化疗之路
05:12
Now, when the hospital
saw this originally,
saw this originally,
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当医院最开始注意到这条小路的时候
他们给这条路重新铺上草皮，并没有重视
05:15
they tried to lay turf
back over it, ignore it.
back over it, ignore it.
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05:18
But after a while, they realized
it was an important need
it was an important need
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但是很快地，他们意识到这条小路的重要性
病人真的需要走这条路
05:21
they were meeting for their patients,
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于是他们把这条路铺了出来
05:23
so they paved it.
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我认为我们设计师的工作
就是铺出这些逐渐出现的心仪小路
就是铺出这些逐渐出现的心仪小路
05:25
And I think our job is often
to pave these emerging desire paths.
to pave these emerging desire paths.
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如果我们回头再看看伦敦北部那条小路
05:28
If we look back at the one
in North London again,
in North London again,
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会发现那条心仪小路并不是最开始就存在的
05:32
that desire path hasn't always been there.
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05:34
The reason it sprung up
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它之所以会出现
是因为每到足球赛季的比赛日，
球迷们都会涌到
球迷们都会涌到
05:36
is people were traveling to the mighty
Arsenal Football Club stadium
Arsenal Football Club stadium
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阿森纳俱乐部看球
05:40
on game days,
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05:41
from the Underground station
you see on the bottom right.
you see on the bottom right.
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他们从地图右下角的地铁站出来
05:44
So you see the desire path.
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这条心仪小路就这样形成了
如果时光倒流几年
05:46
If we just wind the clock
back a few years,
back a few years,
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当体育馆还没建好的时候
05:48
when the stadium was being constructed,
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这条路还不存在
05:51
there is no desire path.
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05:53
So our job is to watch
for these desire paths emerging,
for these desire paths emerging,
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所以我们的工作就是观察等待这些路形成
05:58
and, where appropriate, pave them,
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再伺机把它们铺设成真正的道路
06:00
as someone did here.
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就像下面这个例子一样
06:03
Someone installed a barrier,
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有人（在小路上）安装了一个路障
06:06
people started walking across
and round the bottom as you see,
and round the bottom as you see,
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然后发现人们要么跨过去，
要么从底下钻过去
要么从底下钻过去
后来他们就干脆把这条路铺上了
06:09
and they paved it.
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06:10
(Laughter)
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(笑声)
我觉得这是个很好的例子
06:12
But I think this is a wonderful
reminder as well,
reminder as well,
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它提示我们世界不是一成不变的
06:14
that, actually, the world is in flux.
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它始终都在不停变化
06:16
It's constantly changing,
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比如你看这张图片的上面部分
06:17
because if you look
at the top of this image,
at the top of this image,
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另一条心仪小路正在形成
06:19
there's another desire path forming.
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06:23
So these three desire paths remind me
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这三条心仪小路提醒着我
我们在设计时要考虑人们的真正需求
06:25
we need to design for real human needs.
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06:29
I think empathy for what
your customers want
your customers want
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我觉得对客户需求的同理心
可能是事业成功的最好先行指标
06:32
is probably the biggest leading indicator
of business success.
of business success.
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06:36
Design for real needs
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设计要满足客户真正的需求
并减少使用的难度
06:38
and design them in low friction,
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06:41
because if you don't offer them
in low friction,
in low friction,
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因为一旦他们觉得这个设计难用
他们可能会自己做出反馈及调整
06:43
someone else will, often the customer.
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06:46
Secondly, often the best way
to learn what people really want
to learn what people really want
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第二，挖掘用户真正需求的最好方式
往往是进行前期实验
06:51
is to launch your service.
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闭门造车很难得出答案
06:52
The answer is rarely inside the building.
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走出去，看看人们到底想要什么
06:55
Get out there and see
what people really want.
what people really want.
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06:58
And finally, in part
because of technology,
because of technology,
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最后，由于科技的不断发展
世界目前处在剧变中
07:01
the world is incredibly flux
at the moment.
at the moment.
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并且这种变化的脚步从未停歇
07:04
It's changing constantly.
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这些心仪小路出现的速度之快前所未有
07:05
These desire paths are going
to spring up faster than ever.
to spring up faster than ever.
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07:09
Our job is to pick the appropriate ones
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我们的工作就是挑选合适的小路
并铺设好路石
07:12
and pave over them.
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07:14
Thank you very much.
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非常感谢
(掌声)
07:15
(Applause)
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ABOUT THE SPEAKER
Tom Hulme - Designer, venturerTom Hulme's enthusiasm spans physics, design, entrepreneurship and investment.
Why you should listen
Tom Hulme is currently a general partner at GV where he invests in high growth technology companies; he also occasionally works with GV's extensive design team to keep his design muscles working.
Hulme is also an advisor to IDEO, where he was previously a design director. There, he founded OpenIDEO, an open innovation platform where more than 150,000 users from more than 170 countries solve challenges for social good. He also launched OIEngine, a SaaS platform with clients including Harvard Business School and the Knight Foundation.
Previously, Hulme also started and exited two technology companies and subsequently angel-invested in more than 20 companies, including as the founding investor in Mile IQ (sold to Microsoft).
Hulme has been recognized as a Young Global Leader by the World Economic Forum, and has been featured in WIRED UK's Top 100 Digital Power Brokers every year. He has also been included in the Evening Standard list of London's 1000 Most Influential People.
Hulme earned a first class bachelor's degree in physics from the University of Bristol, and an MBA from Harvard Business School, where he received the Baker Scholar Award of high distinction. He also received an honorary doctorate in design from University of the Arts London.
Tom Hulme | Speaker | TED.com