TED2012
Renny Gleeson: 404, the story of a page not found
雷尼•格里森: 404, 一個關於不存在的頁面的故事
Filmed:
Readability: 2.9
1,796,301 views
哎呀！沒有人想要看到這個 "404: 網頁不存在" 的訊息。 但 雷尼•格里森 從投影片中一系列的有創意又有趣的 404 頁面例子, 讓我們看到，每一個錯誤其實都是一個建立更好的關係的機會。
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:15
So what I want to try to do is tell a quick story
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我想告訴大家一個簡短的故事
00:18
about a 404 page and a lesson that was learned as a result of it.
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是關於所謂的 404 頁面, 還有從這裡頭學到的一些事情
00:22
But to start it probably helps to have an understanding
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但開始之前, 我們最好先了解一下
00:25
of what a 404 page actually is.
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404 頁面, 到底是甚麼東西
00:28
The 404 page is that.
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所謂的 404 頁面, 其實就是
00:31
It's that broken experience on the Web.
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我們在上網時遇到的壞掉的體驗
00:34
It's effectively the default page
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基本上就是當你所要求的網頁,
00:36
when you ask a website for something and it can't find it.
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網站沒辦法找到時, 會預設跑出來的
00:39
And it serves you the 404 page.
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顯示在你瀏覽器裡的, 就是 404 頁面
00:42
It's inherently a feeling of being broken when you go through it.
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當你遇到了, 你會有種搞砸了的感覺
00:47
And I just want you to think a little bit about, remember for yourself,
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我請大家自己回想一下
00:49
it's annoying when you hit this thing.
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遇到這個東西時真的很煩悶
00:52
Because it's the feeling of a broken relationship.
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因為這感覺就像是一個搞砸了的關係
00:55
And that's where it's actually also interesting to think about,
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但這也是一個很有趣的問題
00:57
where does 404 come from?
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去想一下到底 404 頁面是怎麼來的?
00:59
It's from a family of errors actually --
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其實它是來自於一組的錯誤代碼
01:01
a whole set of relationship errors,
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一整套用來反應關連性的錯誤碼
01:03
which, when I started digging into them,
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而當我開始深入研究這些錯誤代碼
01:06
it looks almost like a checklist for a sex therapist or a couples couselor.
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它們看起來幾乎就像是 性治療師 或 婚姻輔導員 的檢查清單。
01:10
You sort of get down there to the bottom and things get really dicey.
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你好像已經落入谷底, 所有事情都變得非常的驚險
01:14
(Laughter)
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(笑聲)
01:16
Yes.
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是的
01:18
But these things are everywhere.
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然而, 像這樣的東西到處都看得到
01:21
They're on sites big, they're on sites small.
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大小網站都會見到它
01:23
This is a global experience.
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這是一個很普遍的體驗
01:26
What a 404 page tells you
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而 404 頁面所告訴你的是
01:29
is that you fell through the cracks.
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你掉在裂縫裡了
01:33
And that's not a good experience
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這並不是一個好的使用者體驗
01:35
when you're used to experiences like this.
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特別是當你對這樣的體驗變得習以為常了
01:37
You can get on your Kinect
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你可以有你的 Kinect (體感遊戲主機)
01:39
and you can have unicorns dancing
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你可以有獨角獸在跳舞
01:41
and rainbows spraying out of your mobile phone.
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或彩虹從你的手機中噴出來
01:43
A 404 page is not what you're looking for.
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但是 一個404錯誤頁面, 絕對不是你想要的
01:45
You get that, and it's like a slap in the face.
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你看到它, 就像被搧了一個耳光一樣
01:49
Trying to think about how a 404 felt,
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試想一下一個 404 頁面給人的感覺
01:51
and it would be like if you went to Starbucks
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就好像是你去到了星巴克
01:53
and there's the guy behind the counter
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然後櫃檯後面有個傢伙
01:55
and you're over there and there's no skim milk.
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而你當時正找不到脫脂牛奶。
01:57
And you say, "Hey, could you bring the skim milk?"
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你對那個傢伙說: 嘿, 可不可以拿脫脂奶給我?
01:59
And they walk out from behind the counter and they've got no pants on.
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結果有人從櫃檯後面走出來, 沒有穿褲子,
02:01
And you're like, "Oh, I didn't want to see that."
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你大概會覺得: " 啊咧! 我不想見到這些! "
02:04
That's the 404 feeling.
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這就是一個 404 的感覺
02:06
(Laughter)
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(笑聲)
02:07
I mean, I've heard about that.
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說真的, 有人告訴過我這樣的事情
02:10
So where this comes into play and why this is important
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這就是我為什麼覺得這件事重要, 值得花力氣在這上頭
02:14
is I head up a technology incubator,
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所以我去找了一個 科技創業育成者
02:15
and we had eight startups sitting around there.
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我們找來了八家新創公司的人一起碰面
02:17
And those startups are focused on what they are, not what they're not,
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這些新創公司一直都著重於他們想做的事情, 而不是他們沒做到的事情
02:20
until one day Athletepath,
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直到有一天, Athletepath 這個網站
02:22
which is a website that focuses on services for extreme athletes,
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是一個以服務 極限運動 參與者為主的網站
02:26
found this video.
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找到了這個影片
02:27
(Video) Guy: Joey!
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(影片) 某人: 祖兒!
02:31
Crowd: Whoa!
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人群: 嘩!
02:35
Renny Gleeson: You just ... no, he's not okay.
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主講者: 你只是.... 不, 他一點都不好
02:39
They took that video and they embedded it in their 404 page
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他們把這個影片放到了網站的 404 頁面裡頭
02:43
and it was like a light bulb went off for everybody in the place.
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這讓每個看到的人, 就像是腦袋裡亮起了一個燈泡一樣
02:46
Because finally there was a page
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因為終於有這麼一個頁面
02:48
that actually felt like what it felt like to hit a 404.
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給你一種 感同身受 的 404 頁面的感覺
02:52
(Laughter)
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(笑聲)
02:53
(Applause)
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(掌聲)
02:55
So this turned into a contest.
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然後這發展成了一個比賽
02:57
Dailypath that offers inspiration
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Dailypath 提供了這樣的靈感
03:00
put inspiration on their 404 page.
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把這個靈感放到了他們的 404 頁面上
03:02
Stayhound, which helps you find pet sitters through your social network,
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Stayhound, 是一個是幫你從你的社交網絡中找到寵物保姆的網站
03:06
commiserated with your pet.
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對你的寵物有同理心
03:08
Each one of them found this.
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他們其中一個找到這樣的頁面
03:09
It turned into a 24-hour contest.
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這件事變成了一個 24 小時的比賽
03:10
At 4:04 the next day, we gave out $404 in cash.
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第二天的凌晨 4:04, 我們會送出 404 元現金
03:14
And what they learned
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他們所學到的
03:15
was that those little things, done right, actually matter,
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就算是這些小事, 如果做對了, 其實也很有效果的
03:17
and that well-designed moments can build brands.
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這樣的精心設計的時刻, 是可以打造品牌的
03:20
So you take a look out in the real world,
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所以你去看一下, 在現實世界中
03:22
and the fun thing is you can actually hack these yourself.
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有趣的是，你其實也可以自己做出這些。
03:24
You can type in an URL and put in a 404 and these will pop.
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您可以輸入一個URL，造成一個 404 錯誤, 便會彈出這些頁面
03:27
This is one that commiserates with you.
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這是一個會同情你的
03:29
This is one that blames you.
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這是一個會責備你的
03:31
This is one that I loved.
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這是一個我喜歡的
03:33
This is an error page,
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這是一個錯誤頁面
03:35
but what if this error page was also an opportunity?
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但如果這個錯誤頁也可以是個機會呢?
03:39
So it was a moment in time
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所以這是一個時刻
03:41
where all of these startups had to sit and think
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這些新創公司的人會開始坐下來想想
03:44
and got really excited about what they could be.
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然後為他們可以做的事感到興奮
03:46
Because back to the whole relationship issue,
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因為當再回到這些關係的議題
03:49
what they figured out through this exercise
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他們會從這樣的活動中發現
03:51
was that a simple mistake can tell me what you're not,
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一個簡單的錯誤, 可以告訴我, 你不是什麼
03:54
or it can remind me of why I should love you.
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或者, 它也可以提醒我, 為甚麼我愛你。
03:57
Thank you.
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謝謝
03:59
(Applause)
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(掌聲)
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com