TED2016
Tom Hulme: What can we learn from shortcuts?
湯姆．休姆: 我們如何從捷徑上頭偷師呢？
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如何造就一個世人真心想要的產品－讓消費者得以成為過程中的一部份！設計師湯姆．休姆說道：「對你顧客想要的東西感同身受，極可能是大發利市最大的導引指標。」在這場簡短的演說裡，休姆列舉三個設計與使用者經驗擦出火花的例子：大家基於必要性，發展出自己的鍾意路線；一旦你知道如何揪出它們，你即將開始注意到它們無所不在。
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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當我們設計新產品、
00:15
services or businesses,
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服務或事業的時候，
00:17
the only time you'll know
if they're any good,
if they're any good,
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判斷它們有無可取之處、
00:19
if the designs are good,
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設計優不優的時機點，
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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只有實際被人用過後
原原本本地才能見真章。
原原本本地才能見真章。
00:26
I'm reminded of that every time
I walk past Highbury Fields
I walk past Highbury Fields
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我回想起每回我走過北倫敦的
「海布里綠蔭」的時候，
「海布里綠蔭」的時候，
00:30
in north London.
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00:32
It's absolutely beautiful.
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它誠然優美－
00:33
There's a big open green space.
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有著一大片開放的翠綠空間，
00:35
There's Georgian buildings
around the side.
around the side.
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喬治亞式建築坐落於其外圍；
00:37
But then there's this mud trap
that cuts across the middle.
that cuts across the middle.
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不過有一條黃土路從中間切過，
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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大家顯然並不想繞其外緣而行，
00:45
Instead, they want to take the shortcut,
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他們反而想要抄捷徑－
00:47
and that shortcut is self-reinforcing.
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該捷徑是沒人鋪設越來越顯眼的。
00:50
Now, this shortcut
is called a desire path,
is called a desire path,
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這條捷徑就叫做「鍾意路線」，
00:54
and it's often the path
of least resistance.
of least resistance.
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通常它是最不強人所難的通道；
00:56
I find them fascinating,
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我發現它們有意思極了，
00:58
because they're often the point
where design and user experience diverge.
where design and user experience diverge.
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因為它們經常是設計
和使用者經驗各唱各的調。
和使用者經驗各唱各的調。
01:04
Now at this point, I should apologize,
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說到這點上我應該致歉，
01:06
because you guys are going to start
seeing these everywhere.
seeing these everywhere.
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因為你們大夥將到處看到這些情形；
01:08
But today, I'm going to pick
three I find interesting
three I find interesting
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今天我將挑出三條覺得
有意思的與你們作分享，
有意思的與你們作分享，
01:11
and share what actually it reminds me
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它們提醒我有關推出
新產品和服務的事。
新產品和服務的事。
01:13
about launching new products and services.
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01:17
The first is in the capital city
of Brazil -- Brasilia.
of Brazil -- Brasilia.
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第一條在巴西的首都－巴西利亞，
01:21
And it reminds me that sometimes,
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它讓我記起來有時候
【為真實生活而設計】
【為真實生活而設計】
01:23
you have to just focus
on designing for a real need
on designing for a real need
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應該專注於不礙事的設計
以符合真正的需求。
以符合真正的需求。
01:26
at low friction.
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01:28
Now, Brasilia is fascinating.
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巴西利亞非常引人入勝，
01:29
It was designed by Niemeyer in the '50s.
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是由奧斯卡．尼邁耶
在五零年代設計的，
在五零年代設計的，
01:32
It was the golden age of flying,
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當時是飛航的黃金年代，
01:35
so he laid it out like a plane,
as you can see there.
as you can see there.
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如同你所見他把它展列成飛機般，
01:38
Slightly worryingly,
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有點叫人頭疼地
01:39
he put most of the important
government buildings in the cockpit.
government buildings in the cockpit.
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他把大多數重要的公家單位建築物
放在駕駛艙的位置。
放在駕駛艙的位置。
01:43
But if you zoom in,
in the very center of Brasilia,
in the very center of Brasilia,
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如果近看巴西利亞市中心－
01:45
just where the point is there,
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就是圖中標註的位置，
01:48
you see it's littered with desire paths.
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你會看到它雜亂分佈著鍾意路線，
01:50
They're absolutely everywhere.
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它們必然地無所不在！
01:53
Now, they thought that they
had future-proofed this design.
had future-proofed this design.
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當時他們以為
這設計經得住時間的考驗。
這設計經得住時間的考驗。
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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他們認為在未來我們將不需要
步行前往任何地方－
步行前往任何地方－
01:59
we'd be able to drive --
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我們都將會能開著車子，
02:00
so there was little need
for walkways or pavements.
for walkways or pavements.
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所以對人行步道的需求不大。
02:04
But as you can see, there's a real need.
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但是如同你可以看到的－
那裡有著假不了的需求；
那裡有著假不了的需求；
02:07
These are very dangerous desire paths.
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這些是非常危險的鍾意路線，
02:09
If we just pick one, in the middle,
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如果我們只挑中間這一條來看就好，
02:11
you can see it crosses
15 lanes of traffic.
15 lanes of traffic.
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你可以看到它穿越了15 條小馬路。
02:14
It won't surprise you guys
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你們將不會吃驚－
02:16
that Brasilia has five times
the pedestrian accident rate
the pedestrian accident rate
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巴西利亞是美國城市
平均行人交通意外的五倍之多；
平均行人交通意外的五倍之多；
02:20
of your average US city.
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02:22
People are resourceful.
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人們是善於應變的－
02:24
They'll always find the low-friction route
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總是能找到省時省錢的便捷路線。
02:27
to save money, save time.
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02:30
Not all these desire paths are dangerous,
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這些鍾意路線不全都是危險的，
02:32
I was reminded flying here
when I was in Heathrow.
when I was in Heathrow.
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我回想起當我要飛來這裡
在英國的希斯羅機場時，
在英國的希斯羅機場時，
02:35
Many of us get frustrated
when we're confronted
when we're confronted
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很多人對必須從免稅店區
穿過的道路設計很不滿。
穿過的道路設計很不滿。
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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讓我大開眼界的
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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是有多少人排斥走左邊漫長、
彎來繞去的通路，
彎來繞去的通路，
02:48
and just cut through to the right,
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而逕自從右邊橫切－
02:50
cut through the desire path.
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穿越鍾意路線。
02:52
The question that's interesting is:
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有趣的問題是：
02:54
What do designers think
when they see our behavior here?
when they see our behavior here?
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「設計師怎麼看待我們的行為呢？」
02:58
Do they think we're stupid?
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他們認為我們傻嗎？
03:00
Do they think we're lazy?
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認為我們懶惰嗎？
03:02
Or do they accept
that this is the only truth?
that this is the only truth?
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又或他們接受【顧客永遠對！】
這唯一的真理嗎？
這唯一的真理嗎？
03:04
This is their product.
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這是他們的作品，
03:07
We're effectively
co-designing their product.
co-designing their product.
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我們有效地共同設計出他們的作品，
03:10
So our job is to design
for real needs at low friction,
for real needs at low friction,
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所以我們的工作是為真正的需求
在不太礙事下做出設計，
在不太礙事下做出設計，
03:15
because if you don't,
the customer will, anyway.
the customer will, anyway.
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因為如果你不做－顧客還是會自己做。
03:19
The second desire path I wanted to share
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第二條我想分享的鍾意路線
03:21
is at the University of California.
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就在加州大學裡，
03:23
And it reminds me
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它讓我回想起
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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有時候要想出最了不起的設計點子，
03:28
is just to launch it.
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最佳方法就是先推出再說。
【邊做邊學】
【邊做邊學】
03:30
Now, university campuses are fantastic
for spotting desire paths.
for spotting desire paths.
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用大學校園來揪出鍾意路線
是再好不過的了，
是再好不過的了，
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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因為學生們總是遲到又相當聰明，
03:38
So they're dashing to lectures.
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所以他們快速移動趕上課堂。
03:39
They'll always find the shortcut.
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他們總是會找出捷徑，
03:42
And the designers here knew that.
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這裡的設計師們知道這檔事，
03:44
So they built the buildings
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所以他們搭建出建築物，
03:46
and then they waited a few months
for the paths to form.
for the paths to form.
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等待幾個月讓路徑成形，
03:49
They then paved them.
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然後才鋪設路徑。
03:51
(Laughter)
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（笑聲）
03:52
Incredibly smart approach.
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聰明到不行的方法！
03:54
In fact, often, just launching
the straw man of a service
the straw man of a service
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說真格的十之八九
光是開放嚐鲜版的服務，
光是開放嚐鲜版的服務，
03:57
can teach you what people really want.
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就可教會你民眾真心想要什麼。
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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比方說：波士頓的艾爾．繆尹
清楚自己想開間餐館，
清楚自己想開間餐館，
04:04
But where should it be?
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但是餐館應該開在那兒呢？
04:06
What should the menu be?
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菜單應該有些什麼東西呢？
04:08
He launched a service,
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他先推出快餐車，
04:10
in this case a food truck,
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04:11
and he changed the location each day.
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每天更換試賣地點。
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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在車身外的白板寫上煥然一新的菜單，
04:17
to figure out what people wanted.
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來找出人們喜歡的菜式。
04:20
He now has a chain of restaurants.
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他現在擁有連鎖餐館了！
04:22
So it can be incredibly efficient
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因此先做了再說
可以異常有效地揪出鍾意路線。
可以異常有效地揪出鍾意路線。
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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第三也是最後我想分享與你們的路徑
04:31
is the UNIH.
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是美國國家衛生研究院，
【保持靈敏度】
【保持靈敏度】
04:33
It reminds me that the world's in flux,
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它讓我記起來世界是不停轉變的，
04:35
and we have to respond to those changes.
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我們必須對這些變動有所應對。
04:38
So as you'll guess, this is a hospital.
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就如同你們所猜想的這是間醫院，
04:41
I've marked for you on the left
the Oncology Department.
the Oncology Department.
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我為你們標記出左邊的腫瘤部，
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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病患們通常會待在右下角的旅館裡；
04:50
This was a patient-centered organization,
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這是個病人導向的機構，
04:52
so they laid on cars for their patients.
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所以他們提供車子載送病人。
04:55
But what they realized when they started
offering chemotherapy
offering chemotherapy
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不過在開始提供化療後，
04:59
is the patients rarely
wanted to get in cars.
wanted to get in cars.
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才明白病患們鮮少想要上車－
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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他們太反胃了，
以致於寧願步行回下榻處。
以致於寧願步行回下榻處。
05:06
This desire path that you see
diagonally, formed.
diagonally, formed.
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你所見的這條鍾意路線
對角斜切地成形了，
對角斜切地成形了，
05:09
The patients even called it
"The Chemo Trail."
"The Chemo Trail."
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病患們甚至稱它為「化療之路」；
05:12
Now, when the hospital
saw this originally,
saw this originally,
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一開始醫院注意到小徑，
05:15
they tried to lay turf
back over it, ignore it.
back over it, ignore it.
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試著把草坪鋪回去、忽視它；
05:18
But after a while, they realized
it was an important need
it was an important need
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但是過了沒多久，
他們意識到病人真的需要走這條小徑，
05:21
they were meeting for their patients,
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05:23
so they paved it.
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於是鋪上了水泥。
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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我想我們的工作經常就是
去鋪設這些浮現出來的鍾意路線！
去鋪設這些浮現出來的鍾意路線！
05:28
If we look back at the one
in North London again,
in North London again,
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要是我們再回過頭來看
北倫敦的這條徑道，
北倫敦的這條徑道，
05:32
that desire path hasn't always been there.
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鍾意路線並不是一直在那兒的，
05:34
The reason it sprung up
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它驟然浮現的原因
05:36
is people were traveling to the mighty
Arsenal Football Club stadium
Arsenal Football Club stadium
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是因為在足球比賽日
球迷會湧到兵工廠足球俱樂部看球，
球迷會湧到兵工廠足球俱樂部看球，
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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他們從地圖右下角的地鐵站出來，
05:44
So you see the desire path.
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所以你才會看到這條鍾意路線。
05:46
If we just wind the clock
back a few years,
back a few years,
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如果時光倒流幾年，
05:48
when the stadium was being constructed,
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當體育場還在興建中時，
05:51
there is no desire path.
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那邊是沒有鍾意路線的。
05:53
So our job is to watch
for these desire paths emerging,
for these desire paths emerging,
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所以我們的工作就是看緊
這些逐漸浮現的鍾意路線，
這些逐漸浮現的鍾意路線，
05:58
and, where appropriate, pave them,
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何處恰當就鋪設出來；
06:00
as someone did here.
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如同某人在這裡所做的事－
06:03
Someone installed a barrier,
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有人安裝了路障，
06:06
people started walking across
and round the bottom as you see,
and round the bottom as you see,
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要過去的人或繞過或鑽過。
06:09
and they paved it.
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後來就鋪了水泥。
06:10
(Laughter)
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（笑聲）
06:12
But I think this is a wonderful
reminder as well,
reminder as well,
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實際上這個世界是一變再變的－
06:14
that, actually, the world is in flux.
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它不間斷地改變；
我認為這是個好到不行的提醒，
06:16
It's constantly changing,
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06:17
because if you look
at the top of this image,
at the top of this image,
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如果你看到這張圖的最上方，
06:19
there's another desire path forming.
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另一條鍾意路線在形成中。
06:23
So these three desire paths remind me
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這三條鍾意路線提醒我：
06:25
we need to design for real human needs.
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我們要為真正的民眾需要作設計！
06:29
I think empathy for what
your customers want
your customers want
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我認為對你顧客想要的東西感同身受
06:32
is probably the biggest leading indicator
of business success.
of business success.
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可能是事業成功最顯著的導引指標，
06:36
Design for real needs
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為真正的需求設計，
06:38
and design them in low friction,
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把它們設計得不礙事。
06:41
because if you don't offer them
in low friction,
in low friction,
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因為若你不提供易用、不礙事的設計，
06:43
someone else will, often the customer.
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某天會有人做到－往往是顧客！
06:46
Secondly, often the best way
to learn what people really want
to learn what people really want
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其次－挖掘用戶真正需求的最好方式
06:51
is to launch your service.
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就是推出你的服務！
06:52
The answer is rarely inside the building.
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答案不是關起門就有的，
06:55
Get out there and see
what people really want.
what people really want.
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走出去看清楚大家真的想要什麼。
06:58
And finally, in part
because of technology,
because of technology,
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最後－由於科技的不斷發展，
07:01
the world is incredibly flux
at the moment.
at the moment.
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世界在此刻是令人
難以置信地一變再變，
難以置信地一變再變，
07:04
It's changing constantly.
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它不間斷地改變，
07:05
These desire paths are going
to spring up faster than ever.
to spring up faster than ever.
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鍾意路線會比以往更快的驟然冒出。
07:09
Our job is to pick the appropriate ones
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我們的任務是挑選恰當的一條
07:12
and pave over them.
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在上面修出路來。
07:14
Thank you very much.
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謝謝大家！
07:15
(Applause)
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（掌聲）
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