TED2016
Tom Hulme: What can we learn from shortcuts?
Tom Hulme: Što možemo naučiti iz prečaca?
Filmed:
Readability: 3.5
1,617,230 views
Kako stvarate proizvod koji ljudi zaista žele? Dozvolite potrošačima da budu dio procesa. "Empatija za ono što vaši kupci žele vjerojatno je najveći i vodeći pokazatelj poslovnog uspjeha," kaže dizajner dizajner Tom Hulme. U ovom kratkom govoru, Hulme otkriva tri pronicljiva primjera kao presjek dizajna i korisničkog iskustva, gdje su ljudi razvili vlastite željene puteve proizašle iz nužnosti. Kada ih jednom znate prepoznati, počet ćete ih uočavati svugdje.
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,
0
771
2247
Kada stvaramo nove proizvode,
00:15
services or businesses,
1
3042
1990
usluge ili poduzeća,
00:17
the only time you'll know
if they're any good,
if they're any good,
2
5056
2518
jedino kako ćete znati
jesu li imalo dobri,
jesu li imalo dobri,
00:19
if the designs are good,
3
7598
1698
je li dizajn dobar,
00:21
is to see how they're used
in the real world, in context.
in the real world, in context.
4
9320
4735
je kada vidite kako se koriste
u stvarnom životu, u kontekstu.
u stvarnom životu, u kontekstu.
00:26
I'm reminded of that every time
I walk past Highbury Fields
I walk past Highbury Fields
5
14761
3934
Uvijek se toga sjetim
kada šećem uz Highbury Fields
kada šećem uz Highbury Fields
00:30
in north London.
6
18719
1440
u sjevernom Londonu.
Tamo je jednostavno predivno.
00:32
It's absolutely beautiful.
7
20183
1318
00:33
There's a big open green space.
8
21525
1697
Ima veliki zeleni otvoreni prostor.
00:35
There's Georgian buildings
around the side.
around the side.
9
23246
2568
Uokolo su zgrade u georgijanskom stilu.
00:37
But then there's this mud trap
that cuts across the middle.
that cuts across the middle.
10
25838
2898
No, po sredini se proteže blatnjavi put.
00:41
People clearly don't want to walk
all the way around the edge.
all the way around the edge.
11
29720
3124
Ljudi očito ne žele hodati
skroz okolo uz rub.
skroz okolo uz rub.
00:45
Instead, they want to take the shortcut,
12
33196
2136
Umjesto toga, žele ići poprečnim putem
00:47
and that shortcut is self-reinforcing.
13
35356
2456
i taj prečac osnažuje ljude.
00:50
Now, this shortcut
is called a desire path,
is called a desire path,
14
38866
3296
Taj prečac je željeni put
00:54
and it's often the path
of least resistance.
of least resistance.
15
42186
2500
i često je put najmanjeg otpora.
00:56
I find them fascinating,
16
44710
1333
Jako su mi zanimljivi
00:58
because they're often the point
where design and user experience diverge.
where design and user experience diverge.
17
46067
5465
jer su često točka na kojoj se razilaze
dizajn i korisničko iskustvo.
dizajn i korisničko iskustvo.
01:04
Now at this point, I should apologize,
18
52164
1853
Ovdje bih se trebao ispričati,
jer ćete ovo početi viđati posvuda.
01:06
because you guys are going to start
seeing these everywhere.
seeing these everywhere.
19
54041
2872
01:08
But today, I'm going to pick
three I find interesting
three I find interesting
20
56937
2662
No, danas ću odabrati
tri meni zanimljiva primjera
tri meni zanimljiva primjera
01:11
and share what actually it reminds me
21
59623
2111
i pokazati čime me to podsjeća
01:13
about launching new products and services.
22
61758
2808
na predstavljanje
novih proizvoda i usluga.
novih proizvoda i usluga.
01:17
The first is in the capital city
of Brazil -- Brasilia.
of Brazil -- Brasilia.
23
65137
3663
Prvi, u glavom gradu Brazila - Braziliji.
01:21
And it reminds me that sometimes,
24
69203
2138
Podsjeća me da ponekad
01:23
you have to just focus
on designing for a real need
on designing for a real need
25
71365
3128
morate kreirati za stvarnu potrebu,
01:26
at low friction.
26
74517
1269
gdje je najmanje otpora.
01:28
Now, Brasilia is fascinating.
27
76251
1513
Brazilija je očaravajući grad.
01:29
It was designed by Niemeyer in the '50s.
28
77788
3142
Dizajnirao ga je Niemeyer 50-ih godina.
01:32
It was the golden age of flying,
29
80954
2208
Bilo je to zlatno doba letenja avionom,
01:35
so he laid it out like a plane,
as you can see there.
as you can see there.
30
83186
3264
stoga je grad položio poput aviona,
kao što vidite ovdje.
kao što vidite ovdje.
01:38
Slightly worryingly,
31
86474
1165
Malo zabrinjavajuće,
01:39
he put most of the important
government buildings in the cockpit.
government buildings in the cockpit.
32
87663
3748
većinu važnih vladinih zgrada
smjestio je naprijed u pilotsku kabinu.
smjestio je naprijed u pilotsku kabinu.
01:43
But if you zoom in,
in the very center of Brasilia,
in the very center of Brasilia,
33
91435
2447
No, ako uvećate prikaz,
u centru Brazilije,
u centru Brazilije,
01:45
just where the point is there,
34
93906
2162
gdje se nalazi točka,
01:48
you see it's littered with desire paths.
35
96092
2400
vidite da je isprekidana prečacima.
01:50
They're absolutely everywhere.
36
98973
2073
Jednostavno su posvuda.
01:53
Now, they thought that they
had future-proofed this design.
had future-proofed this design.
37
101070
2870
Mislili su da će cestama riješiti
i buduću povezanost.
i buduću povezanost.
01:55
They thought in the future
we wouldn't need to walk anywhere --
we wouldn't need to walk anywhere --
38
103964
3015
Mislili su da u budućnosti
nećemo morati nigdje hodati,
nećemo morati nigdje hodati,
01:59
we'd be able to drive --
39
107003
1548
vozit ćemo
02:00
so there was little need
for walkways or pavements.
for walkways or pavements.
40
108575
2957
pa skoro da i neće biti potrebe
za šetalištima ili pločnicima.
za šetalištima ili pločnicima.
02:04
But as you can see, there's a real need.
41
112358
2333
No, kao što vidite,
postoji potreba za njima.
postoji potreba za njima.
02:07
These are very dangerous desire paths.
42
115564
1822
Ovo su vrlo opasni prečaci.
02:09
If we just pick one, in the middle,
43
117410
2037
Ako pogledamo samo ovog u sredini,
02:11
you can see it crosses
15 lanes of traffic.
15 lanes of traffic.
44
119471
3407
vidite da sječe 15 prometnih traka.
02:14
It won't surprise you guys
45
122902
1756
Neće vas iznenaditi
02:16
that Brasilia has five times
the pedestrian accident rate
the pedestrian accident rate
46
124682
3540
da Brazilija ima pet puta
višu stopu pješačkih nezgoda
višu stopu pješačkih nezgoda
02:20
of your average US city.
47
128246
1878
od prosječnog američkog grada.
02:22
People are resourceful.
48
130968
1487
Ljudi su snalažljivi.
02:24
They'll always find the low-friction route
49
132479
3034
Uvijek će naći lakši put
02:27
to save money, save time.
50
135537
2395
kako bi uštedjeli vrijeme i novac.
02:30
Not all these desire paths are dangerous,
51
138493
1983
Nisu svi ovi prečaci opasni,
02:32
I was reminded flying here
when I was in Heathrow.
when I was in Heathrow.
52
140500
3393
podsjetilo me to letivši ovdje,
kada sam bio u zračnoj luci Heathrow.
kada sam bio u zračnoj luci Heathrow.
02:35
Many of us get frustrated
when we're confronted
when we're confronted
53
143917
2520
Mnogo nas postane frustrirano kada naiđemo
02:38
with the obligatory walk
through duty-free.
through duty-free.
54
146461
2669
na obavezni prolazak
kroz bescarinsku zonu.
kroz bescarinsku zonu.
02:43
It was amazing to me
55
151024
1151
Bilo mi je nevjerojatno
02:44
how many people refused to take
the long, meandering path to the left,
the long, meandering path to the left,
56
152199
4135
koliko je ljudi odbilo ići
dugim okolnim putem ulijevo,
dugim okolnim putem ulijevo,
02:48
and just cut through to the right,
57
156358
2077
već su samo presjekli put udesno,
02:50
cut through the desire path.
58
158459
1721
presjekli su željenim putem.
02:52
The question that's interesting is:
59
160813
1708
Zanimljivo pitanje ovdje je:
02:54
What do designers think
when they see our behavior here?
when they see our behavior here?
60
162545
3190
što stručnjaci dizajna misle
kada vide naše ponašanje ovdje?
kada vide naše ponašanje ovdje?
02:58
Do they think we're stupid?
61
166198
1791
Misle li da smo glupi?
03:00
Do they think we're lazy?
62
168013
1796
Misle li da smo lijeni?
03:02
Or do they accept
that this is the only truth?
that this is the only truth?
63
170405
2552
Ili prihvaćaju da je ovo jedina istina?
03:04
This is their product.
64
172981
1758
Ovo je njihov proizvod.
03:07
We're effectively
co-designing their product.
co-designing their product.
65
175134
2533
A mi učinkovito prilagođavamo
njihov proizvod sebi.
njihov proizvod sebi.
03:10
So our job is to design
for real needs at low friction,
for real needs at low friction,
66
178540
4926
Znači, moramo raditi za stvarne potrebe,
gdje je najmanje otpora,
gdje je najmanje otpora,
03:15
because if you don't,
the customer will, anyway.
the customer will, anyway.
67
183490
2896
jer ako nećete vi,
ionako će to učiniti korisnik.
ionako će to učiniti korisnik.
03:19
The second desire path I wanted to share
68
187238
2220
Drugi primjer prečaca kojeg želim pokazati
03:21
is at the University of California.
69
189482
2252
je na kalifornijskom Sveučilištu.
03:23
And it reminds me
70
191758
1152
Ovo me podsjeća
da je ponekad najbolji način
da se dođe do odličnog rješenja,
da se dođe do odličnog rješenja,
03:24
that sometimes the best way
to come up with a great design
to come up with a great design
71
192934
3158
03:28
is just to launch it.
72
196116
1684
jednostavno predstaviti ga.
03:30
Now, university campuses are fantastic
for spotting desire paths.
for spotting desire paths.
73
198864
3874
Sveučilišni kampusi su odličan primjer
za uočavanje željenih puteva.
za uočavanje željenih puteva.
03:34
I think it's because students
are always late and they're pretty smart.
are always late and they're pretty smart.
74
202762
3338
Mislim da je to zato jer studenti
uvijek kasne, ali su i pametni.
uvijek kasne, ali su i pametni.
03:38
So they're dashing to lectures.
75
206124
1482
Jure na predavanja.
03:39
They'll always find the shortcut.
76
207630
2093
Uvijek će naći prečac.
03:42
And the designers here knew that.
77
210436
2070
I ovdje su dizajneri prostora to znali.
03:44
So they built the buildings
78
212530
1973
Zato su izgradili zgrade,
03:46
and then they waited a few months
for the paths to form.
for the paths to form.
79
214527
2914
a onda pričekali par mjeseci
da se putevi sami stvore.
da se putevi sami stvore.
03:49
They then paved them.
80
217830
1524
Tek tada su ih popločili.
03:51
(Laughter)
81
219378
1039
(Smijeh)
03:52
Incredibly smart approach.
82
220441
1905
Vrlo pametan pristup.
03:54
In fact, often, just launching
the straw man of a service
the straw man of a service
83
222719
3123
Često, zapravo,
samo izlaganje početne ideje
samo izlaganje početne ideje
03:57
can teach you what people really want.
84
225866
2141
naučit će vas što ljudi zaista žele.
04:00
For example, Ayr Muir in Boston
knew he wanted to open a restaurant.
knew he wanted to open a restaurant.
85
228667
4194
Na primjer, Ayr Muir iz Bostona
znao je da želi otvoriti restoran.
znao je da želi otvoriti restoran.
04:04
But where should it be?
86
232885
1408
No, na kojoj lokaciji?
04:06
What should the menu be?
87
234675
1561
Što bi trebalo biti na jelovniku?
04:08
He launched a service,
88
236661
1489
Pokrenuo je uslugu,
u ovom slučaju, kombi za prodaju jela,
04:10
in this case a food truck,
89
238174
1686
04:11
and he changed the location each day.
90
239884
2375
i svakog je dana mijenjao lokaciju.
04:14
He'd write a different menu
on the side in a whiteboard marker
on the side in a whiteboard marker
91
242283
3544
Sa strane bi napisao drugačiji jelovnik,
04:17
to figure out what people wanted.
92
245851
1912
kako bi vidio što ljudi žele.
04:20
He now has a chain of restaurants.
93
248218
2419
Danas ima lanac restorana.
Dakle, ovo može biti
nevjerojatno učinkovito,
nevjerojatno učinkovito,
04:22
So it can be incredibly efficient
94
250661
2031
04:24
to launch something
to spot the desire paths.
to spot the desire paths.
95
252716
2765
pokrenuti nešto da se uoče željeni putevi.
04:28
The third and final desire path
I wanted to share with you
I wanted to share with you
96
256232
3082
Treći i zadnji primjer
koji sam vam želio pokazati,
koji sam vam želio pokazati,
04:31
is the UNIH.
97
259338
1623
Nacionalni zdravstveni institut.
04:33
It reminds me that the world's in flux,
98
261594
2289
Podsjeća me da je svijet u stalnom tijeku
04:35
and we have to respond to those changes.
99
263907
2300
i da moramo odgovoriti na te promjene.
04:38
So as you'll guess, this is a hospital.
100
266770
2067
Pogađate, radi se o bolnici.
04:41
I've marked for you on the left
the Oncology Department.
the Oncology Department.
101
269337
3041
Na lijevoj strani označio sam
onkološki odjel.
onkološki odjel.
04:44
The patients would usually stay
in the hotels down on the bottom right.
in the hotels down on the bottom right.
102
272735
4348
Pacijenti bi obično boravili u hotelima
koje vidite dolje desno.
koje vidite dolje desno.
04:50
This was a patient-centered organization,
103
278030
2213
Ovoj ustanovi su pacijenti primarna briga,
04:52
so they laid on cars for their patients.
104
280267
2628
stoga su za njih osigurali vozila.
04:55
But what they realized when they started
offering chemotherapy
offering chemotherapy
105
283871
3392
No, kada su počeli
nuditi kemoterapiju, shvatili su
nuditi kemoterapiju, shvatili su
04:59
is the patients rarely
wanted to get in cars.
wanted to get in cars.
106
287287
2777
da pacijenti rijetko kada žele ići autom.
05:02
They were too nauseous,
so they'd walk back to their hotels.
so they'd walk back to their hotels.
107
290088
3902
Bilo im je suviše mučno
pa su radije prošetali natrag do hotela.
pa su radije prošetali natrag do hotela.
05:06
This desire path that you see
diagonally, formed.
diagonally, formed.
108
294014
2939
To je ovaj kraći put koji ide poprečno.
05:09
The patients even called it
"The Chemo Trail."
"The Chemo Trail."
109
297616
2517
Pacijenti su ga čak i nazvali Kemo staza.
05:12
Now, when the hospital
saw this originally,
saw this originally,
110
300930
2069
Kada su u bolnici to prvotno vidjeli,
05:15
they tried to lay turf
back over it, ignore it.
back over it, ignore it.
111
303023
2894
pokušali su to prekriti i ignorirati.
05:18
But after a while, they realized
it was an important need
it was an important need
112
306744
3116
Nakon nekog vremena,
shvatili su da je to važno
shvatili su da je to važno
za potrebe njihovih pacijenata
05:21
they were meeting for their patients,
113
309884
1777
05:23
so they paved it.
114
311685
1308
pa su taj dio popločili.
05:25
And I think our job is often
to pave these emerging desire paths.
to pave these emerging desire paths.
115
313017
3849
I mislim da je često naš posao
asfaltirati te novo stvorene prečace.
asfaltirati te novo stvorene prečace.
05:28
If we look back at the one
in North London again,
in North London again,
116
316890
3126
Ako se opet vratimo na primjer
u sjevernom Londonu,
u sjevernom Londonu,
05:32
that desire path hasn't always been there.
117
320040
2370
taj prečac nije uvijek bio tamo.
05:34
The reason it sprung up
118
322856
1516
Razlog zašto se pojavio
05:36
is people were traveling to the mighty
Arsenal Football Club stadium
Arsenal Football Club stadium
119
324396
4098
bio je taj što su ljudi tim putem išli
do stadiona Arsenala
do stadiona Arsenala
05:40
on game days,
120
328518
1151
kada su utakmice,
05:41
from the Underground station
you see on the bottom right.
you see on the bottom right.
121
329693
2777
od stanice podzemne željeznice
ovdje dolje desno.
ovdje dolje desno.
05:44
So you see the desire path.
122
332805
1299
Vidite prečac.
05:46
If we just wind the clock
back a few years,
back a few years,
123
334128
2814
Ako se samo vratimo
nekoliko godina unatrag,
nekoliko godina unatrag,
05:48
when the stadium was being constructed,
124
336966
2197
dok se stadion gradio,
05:51
there is no desire path.
125
339187
1559
tog prečaca još nema.
05:53
So our job is to watch
for these desire paths emerging,
for these desire paths emerging,
126
341797
4146
Stoga je naš posao pratiti
gdje nastaju ti poprečni putevi
gdje nastaju ti poprečni putevi
05:58
and, where appropriate, pave them,
127
346567
1764
i popločiti ih tamo gdje je prikladno,
06:00
as someone did here.
128
348975
1555
kao što je ovdje to netko učinio.
06:03
Someone installed a barrier,
129
351191
1648
Netko je postavio prepreku,
06:06
people started walking across
and round the bottom as you see,
and round the bottom as you see,
130
354076
3220
ljudi su je, kao što vidite,
prelazili i zaobilazili
prelazili i zaobilazili
06:09
and they paved it.
131
357320
1198
pa popločili.
06:10
(Laughter)
132
358542
1580
(Smijeh)
06:12
But I think this is a wonderful
reminder as well,
reminder as well,
133
360146
2388
Mislim da je ovo i predivan podsjetnik
da je svijet u stalnom tijeku,
06:14
that, actually, the world is in flux.
134
362558
1852
neprestano se mijenja,
06:16
It's constantly changing,
135
364434
1222
jer ako pogledate sliku ovdje gore,
06:17
because if you look
at the top of this image,
at the top of this image,
136
365680
2232
06:19
there's another desire path forming.
137
367936
1992
već nastaje novi poprečni put.
06:23
So these three desire paths remind me
138
371413
2530
Ova tri primjera me podsjećaju
06:25
we need to design for real human needs.
139
373967
3147
da trebamo rješenja
za stvarne potrebe čovjeka.
za stvarne potrebe čovjeka.
06:29
I think empathy for what
your customers want
your customers want
140
377579
2483
Mislim da je empatija,
za ono što korisnici žele,
za ono što korisnici žele,
06:32
is probably the biggest leading indicator
of business success.
of business success.
141
380086
3734
vjerojatno najveći,
vodeći pokazatelj poslovnog uspjeha.
vodeći pokazatelj poslovnog uspjeha.
06:36
Design for real needs
142
384315
1674
Stvarati za realne potrebe
06:38
and design them in low friction,
143
386013
2404
i gdje će biti najmanje otpora,
06:41
because if you don't offer them
in low friction,
in low friction,
144
389155
2635
jer ako im vi ne ponudite takvo rješenje,
06:43
someone else will, often the customer.
145
391814
2595
ponudit će netko drugi,
često i sam korisnik.
često i sam korisnik.
06:46
Secondly, often the best way
to learn what people really want
to learn what people really want
146
394875
4160
Drugo, najbolji način da naučimo
što ljudi zaista žele,
što ljudi zaista žele,
06:51
is to launch your service.
147
399059
1864
često je pokretanje same usluge.
06:52
The answer is rarely inside the building.
148
400947
2780
Rijetko kada je odgovor unutar zgrade.
06:55
Get out there and see
what people really want.
what people really want.
149
403751
2473
Izađite i vidite što ljudi zaista žele.
06:58
And finally, in part
because of technology,
because of technology,
150
406706
2443
I na kraju, djelomično i zbog tehnologije,
07:01
the world is incredibly flux
at the moment.
at the moment.
151
409173
2813
svijet je trenutno
u nevjerojatnoj promjeni.
u nevjerojatnoj promjeni.
07:04
It's changing constantly.
152
412010
1959
Neprestano se mijenja.
07:05
These desire paths are going
to spring up faster than ever.
to spring up faster than ever.
153
413993
3245
Ti novi poprečni putevi
pojavljivat će se brže nego ikada.
pojavljivat će se brže nego ikada.
07:09
Our job is to pick the appropriate ones
154
417730
2947
Naš posao je da odaberemo one prikladne
07:12
and pave over them.
155
420701
1245
i popločimo ih.
07:14
Thank you very much.
156
422572
1151
Puno vam hvala.
07:15
(Applause)
157
423747
3965
(Pljesak)
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