TED2016
Tom Hulme: What can we learn from shortcuts?
टॉम हल्म: पायवाटा काय शिकवितात ?
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लोकांना हवं असलेलं उत्पादन प्रॉडक्ट कसं बनवाल ? ग्राहकांनाही या प्रक्रियेमध्ये समाविष्ट करून घ्या. "ग्राहकांना काय हवंय हे समजून घेणे हाच यशाचा सर्वात मोठा दर्शक आहे " असे डिसाईनर टॉम हल्म सांगतात. या व्याख्यानामध्ये हल्म डिसाइन आणि त्यांचा ग्राहकांनी केलेला वापर, यांची सांगड घालणारी ३ उदाहरणे देऊन केला आहे. ग्राहक त्यांचे स्वतःचे शॉर्टकट्स शोधून काढतात. हे शॉर्टकट्स कसे शोधून काढायचे हे तुम्हाला कळले , कि मग सगळीकडेच ते तुमच्या नजरेस येतील.
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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जेंव्हा आपण नवे उत्पादन
00:15
services or businesses,
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सेवा किंवा उद्योगाची योजना आखतो,
00:17
the only time you'll know
if they're any good,
if they're any good,
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ती योजना चांगली आहे की नाही
00:19
if the designs are good,
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हे बघण्याचा एकमेव मार्ग म्हणजे
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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त्यांचा दैनंदिन जीवनातील वापर.
00:26
I'm reminded of that every time
I walk past Highbury Fields
I walk past Highbury Fields
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या गोष्टी ची मला नेहमी जाणीव होते
00:30
in north London.
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जेंव्हा जेव्हा मी लंडनच्या
00:32
It's absolutely beautiful.
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सुरेख परिसरातून मधून जातो.
00:33
There's a big open green space.
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तो हिरवागार परिसर
00:35
There's Georgian buildings
around the side.
around the side.
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आजूबाजूला अप्रतिम जॉर्जियन इमारती
00:37
But then there's this mud trap
that cuts across the middle.
that cuts across the middle.
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पण मधेच चिखलाच्या पायवाटा
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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लोकांना लांबचा मार्ग नको असतो.
00:45
Instead, they want to take the shortcut,
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उलट त्यांना हवे असतात ते जवळचे मार्ग
...शॉर्टकट्स
...शॉर्टकट्स
00:47
and that shortcut is self-reinforcing.
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शॉर्टकट्स फार बळकट असतात
00:50
Now, this shortcut
is called a desire path,
is called a desire path,
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शॉर्टकट म्हणजे ईच्छामार्ग .
00:54
and it's often the path
of least resistance.
of least resistance.
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खाच खळगे नसलेला मार्ग.
00:56
I find them fascinating,
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अडथळे नसलेला मार्ग.
00:58
because they're often the point
where design and user experience diverge.
where design and user experience diverge.
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त्यांच मला खूप आकर्षण वाटतं कारण
तिथेच योजना आणि खरा वापर भिन्न होत जातो.
तिथेच योजना आणि खरा वापर भिन्न होत जातो.
01:04
Now at this point, I should apologize,
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आता खरंतर मी माफी मागतो.
01:06
because you guys are going to start
seeing these everywhere.
seeing these everywhere.
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कारण सगळीकडेच तुम्हाला शॉर्टकट्स दिसतील
01:08
But today, I'm going to pick
three I find interesting
three I find interesting
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आज मी मला आवडणाऱ्या
तीन गोष्टी निवडणार आहे.
तीन गोष्टी निवडणार आहे.
01:11
and share what actually it reminds me
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आज मी तुम्हाला सांगणार आहे
मला आठवणाऱ्या ..
मला आठवणाऱ्या ..
01:13
about launching new products and services.
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नवे उत्पादन नवी सेवा सुरू करताना
01:17
The first is in the capital city
of Brazil -- Brasilia.
of Brazil -- Brasilia.
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सर्वप्रथम ब्राझीलची राजधानी ब्राझिलिया..
01:21
And it reminds me that sometimes,
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मला आठवण करून देते की कधी कधी
01:23
you have to just focus
on designing for a real need
on designing for a real need
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तुम्हाला निकडीच्या वेळी
01:26
at low friction.
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आराखडे बनवावे लागतात.
01:28
Now, Brasilia is fascinating.
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ब्राझिलिया आकर्षक आहे,
01:29
It was designed by Niemeyer in the '50s.
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ते नियमेयेर ने १९५० मध्ये
त्याची रचना झाली .
त्याची रचना झाली .
01:32
It was the golden age of flying,
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तो विमानांचा सुवर्णकाळ,
01:35
so he laid it out like a plane,
as you can see there.
as you can see there.
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म्हणून त्याने ते शहर विमानासारखं केलं.
01:38
Slightly worryingly,
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काळजीपूर्वक
01:39
he put most of the important
government buildings in the cockpit.
government buildings in the cockpit.
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त्यांनी महत्त्वाच्या शासकीय इमारती
कॉकपीट मधे ठेवल्या
कॉकपीट मधे ठेवल्या
01:43
But if you zoom in,
in the very center of Brasilia,
in the very center of Brasilia,
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अगदी मध्यभागी.
01:45
just where the point is there,
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लाल पॉईंट च्या तिथे.
01:48
you see it's littered with desire paths.
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गजबजलेले इच्छामार्ग दिसतात.
01:50
They're absolutely everywhere.
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ते सगळीकडेच आहेत
01:53
Now, they thought that they
had future-proofed this design.
had future-proofed this design.
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त्यांना वाटलं की त्यांनी
भविष्याची तरतूद केली आहे,
भविष्याची तरतूद केली आहे,
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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भविष्यात वाहनेच असतील
01:59
we'd be able to drive --
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मग चालायची गरज ती काय
02:00
so there was little need
for walkways or pavements.
for walkways or pavements.
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आणि म्हणून फूटपाथ ही नको.
02:04
But as you can see, there's a real need.
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पण दाखविल्याप्रमाणे गरज आहे खरी.
02:07
These are very dangerous desire paths.
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धोकादायक असतात हे मार्ग
02:09
If we just pick one, in the middle,
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हा मधील बघा
02:11
you can see it crosses
15 lanes of traffic.
15 lanes of traffic.
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इतर १५ मार्गांना तो क्रॉस करतो
02:14
It won't surprise you guys
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आता आश्चर्य वाटणार नाही की
02:16
that Brasilia has five times
the pedestrian accident rate
the pedestrian accident rate
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ब्राझिलिया मध्ये अमेरिकेच्या
02:20
of your average US city.
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५ पट ज्यास्त पादचारी अपघात होतात .
02:22
People are resourceful.
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लोकं चतुर असतात,
02:24
They'll always find the low-friction route
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वेळ आणि पैसे वाचवायला
02:27
to save money, save time.
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ते नेहमी शॉर्टकट्स शोधून काढतात.
02:30
Not all these desire paths are dangerous,
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सगळेच इच्छामार्ग धोकादायक नसतात.
02:32
I was reminded flying here
when I was in Heathrow.
when I was in Heathrow.
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हे जाणवलं लंडन एयरपोर्ट वर.
02:35
Many of us get frustrated
when we're confronted
when we're confronted
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ड्युटी फ्री तून नेणाऱ्या मार्गामुळे.
02:38
with the obligatory walk
through duty-free.
through duty-free.
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आमच्यातली बरीच लोकं वैतागली होती.
02:43
It was amazing to me
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पण मला याच आश्चर्य वाटलं
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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लोकं लांबचा मार्गघेण्याऐवजी
02:48
and just cut through to the right,
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डावीकडचा मार्ग घेत होती
02:50
cut through the desire path.
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इच्छामार्ग घेत होती
02:52
The question that's interesting is:
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आता महत्वाचा प्रश्न :
02:54
What do designers think
when they see our behavior here?
when they see our behavior here?
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डिझायनर ना आपल्या वागणुकीतून काय दिसतं ?
02:58
Do they think we're stupid?
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आपण मूर्ख आहोत?
03:00
Do they think we're lazy?
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आळशी आहोत?
03:02
Or do they accept
that this is the only truth?
that this is the only truth?
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की ते मान्य करतात की हेच खरं आहे.
03:04
This is their product.
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हे त्यांचं प्रॉडक्ट आहे ,
03:07
We're effectively
co-designing their product.
co-designing their product.
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आपण ते प्रभावीपणे सोबत डिसाइन करतोय.
03:10
So our job is to design
for real needs at low friction,
for real needs at low friction,
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म्हणून आपलं कर्तव्य आहे ते
वास्तविक गरजेप्रमाणे रचना करणे
वास्तविक गरजेप्रमाणे रचना करणे
03:15
because if you don't,
the customer will, anyway.
the customer will, anyway.
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कारण आपण तसे न केल्यास
आपले ग्राहक तसं करतील!
आपले ग्राहक तसं करतील!
03:19
The second desire path I wanted to share
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दुसरा इच्छामार्ग म्हणजे
03:21
is at the University of California.
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युनिव्हर्सिटी ऑफ कॅलिफोर्नियातील.
03:23
And it reminds me
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कधी कधी
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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महान रचना बनवण्याचा एकमेव मार्ग म्हणजे
03:28
is just to launch it.
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ते लाँन्च करणे .
03:30
Now, university campuses are fantastic
for spotting desire paths.
for spotting desire paths.
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महाविद्यालये म्हणजे सगळीकडे इच्छामार्ग.
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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कारण विध्यार्थी उशीर करतात,
ते खूप हुशार असतात.
ते खूप हुशार असतात.
03:38
So they're dashing to lectures.
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म्हणून ते पळतच लेक्चरला जातात
03:39
They'll always find the shortcut.
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त्यांना नेहमीच शॉर्टकट्स सापडतात,
03:42
And the designers here knew that.
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इथल्या डिसाइनरना ते माहिती होत
03:44
So they built the buildings
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म्हणून त्यानी इमारती बांधल्या.
03:46
and then they waited a few months
for the paths to form.
for the paths to form.
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आणि काही महिने वाट बघितली पायवाटा बनण्याची
03:49
They then paved them.
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आणि नंतर ते तशेच्या तशे बांधले
03:51
(Laughter)
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(हशा)
03:52
Incredibly smart approach.
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अतिशय चतुर दृष्टिकोन.
03:54
In fact, often, just launching
the straw man of a service
the straw man of a service
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बऱ्याचदा लाँन्च केलेला तात्पुरता आराखडा
03:57
can teach you what people really want.
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लोकांना काय हवे आहे हे शिकवू शकतो
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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बॉस्टनच्या अयर मायरला
उपहारगृह सुरू करायचंहोतं.
उपहारगृह सुरू करायचंहोतं.
04:04
But where should it be?
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पण ते कुठे असावं?
04:06
What should the menu be?
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पदार्थ कोणते असावेत?
04:08
He launched a service,
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म्हणून त्याने सुविधा सुरु केली
04:10
in this case a food truck,
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म्हणजेच जेवणाची गाडी सुरु केली
04:11
and he changed the location each day.
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दररोज जागाही बदलली.
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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लोकांना नेमके काय हवे आहे
04:17
to figure out what people wanted.
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यासाठी तो रोज वेगवेगळे मेनू लिहायचा .
04:20
He now has a chain of restaurants.
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आता त्याच्या उपाहारगृहाच्या खूप शाखा आहेत.
04:22
So it can be incredibly efficient
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म्हणून अतिशय कार्यक्षम पद्धत म्हणजे
04:24
to launch something
to spot the desire paths.
to spot the desire paths.
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एकादी सुविधा सुरू करून
शॉर्टकट्स समजून घेणे.
शॉर्टकट्स समजून घेणे.
04:28
The third and final desire path
I wanted to share with you
I wanted to share with you
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आता अखेरीस बघू या
04:31
is the UNIH.
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UNIH चा इच्छामार्ग.
04:33
It reminds me that the world's in flux,
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जग कायम बदलत असतं
04:35
and we have to respond to those changes.
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आणि आपल्याला बदलांना आत्मसात करावं लागतं .
04:38
So as you'll guess, this is a hospital.
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तुम्ही अंदाज केल्याप्रमाणे हे इस्पितळ आहे .
04:41
I've marked for you on the left
the Oncology Department.
the Oncology Department.
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डावीकडे कर्करोगशास्त्र विभाग आहे
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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रुग्ण उजवीकडे खाली
एका हॉटेल मध्ये रहात असत.
एका हॉटेल मध्ये रहात असत.
04:50
This was a patient-centered organization,
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रुग्णाकेंद्रित संस्था असल्याने
04:52
so they laid on cars for their patients.
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रुग्णांसाठी त्यांनी वाहने ठेवली होती
04:55
But what they realized when they started
offering chemotherapy
offering chemotherapy
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पण किमोथेरपी सुरु झाल्यावर
04:59
is the patients rarely
wanted to get in cars.
wanted to get in cars.
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रुग्णांना कारने जावेसे वाटत नसे .
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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त्यांना खूप वीट आलेला असल्याने
ते चालतच हॉटेल मध्ये जात असत.
ते चालतच हॉटेल मध्ये जात असत.
05:06
This desire path that you see
diagonally, formed.
diagonally, formed.
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येथे कर्णरेषेतील इच्छामार्ग तुम्ही बघू शकता .
05:09
The patients even called it
"The Chemo Trail."
"The Chemo Trail."
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रुग्ण त्याला " किमो मार्ग " असे म्हणतात .
05:12
Now, when the hospital
saw this originally,
saw this originally,
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हे बघून इस्पितळाने सुरुवातीला
05:15
they tried to lay turf
back over it, ignore it.
back over it, ignore it.
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त्या पायवाटेवर गवत पसरवले, दुर्लक्ष केले
05:18
But after a while, they realized
it was an important need
it was an important need
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मात्र नंतर हि रुग्णाची महत्वाची
05:21
they were meeting for their patients,
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गरज असल्याने
त्यांनी तो मार्ग बांधून घेतला
05:23
so they paved it.
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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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आणि मला असे वाटते कि असे
उद्गामी इच्छामार्ग बांधणं हे आपलं काम आहे.
उद्गामी इच्छामार्ग बांधणं हे आपलं काम आहे.
05:28
If we look back at the one
in North London again,
in North London again,
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जर परत एकदा लंडन कडे बघितलं ,
05:32
that desire path hasn't always been there.
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हा इच्छामार्ग पूर्वी नव्हता.
05:34
The reason it sprung up
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तो निर्माण झाला
05:36
is people were traveling to the mighty
Arsenal Football Club stadium
Arsenal Football Club stadium
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कारण लोकं सामन्याच्या दिवशी
अर्सेनल फुटबॉल क्लब
अर्सेनल फुटबॉल क्लब
05:40
on game days,
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ला जात असत
05:41
from the Underground station
you see on the bottom right.
you see on the bottom right.
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उजवीकडच्या भुयारी स्टेशन पासून.
05:44
So you see the desire path.
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म्हणून तो इच्छामार्ग .
05:46
If we just wind the clock
back a few years,
back a few years,
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जरा घड्याळ मागे करून
05:48
when the stadium was being constructed,
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स्टेडियम निर्मिती च्या काळात गेलो तर
05:51
there is no desire path.
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तेंव्हा तो इच्छामार्ग नव्हता.
05:53
So our job is to watch
for these desire paths emerging,
for these desire paths emerging,
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आपलं काम आहे हे नवनवीन इच्छामार्ग बघणे
05:58
and, where appropriate, pave them,
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आणि अनुरूप असल्यास ते बांधणे ,
06:00
as someone did here.
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जसा हा मार्ग बांधलाय.
06:03
Someone installed a barrier,
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कुणीतरी रोधक बांधला,
06:06
people started walking across
and round the bottom as you see,
and round the bottom as you see,
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म्हणून लोक वळून चालायला लागली
आणि नंतर त्यांनी तो बांधला
06:09
and they paved it.
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06:10
(Laughter)
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(हशा)
06:12
But I think this is a wonderful
reminder as well,
reminder as well,
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मला वाटत कि खूप चांगली जाणीव आहे
06:14
that, actually, the world is in flux.
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कि जग बदलतंय
06:16
It's constantly changing,
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सात्यत्याने बदलतंय.
06:17
because if you look
at the top of this image,
at the top of this image,
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कारण जर तुम्ही वरच्या चित्रात बघाल
06:19
there's another desire path forming.
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तर अजून एक इच्छामार्ग उदयास येतोय
06:23
So these three desire paths remind me
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हे इच्छा मार्ग जाणीव करून देतात
06:25
we need to design for real human needs.
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कि आपण वास्तविक गरजेसाठी
डिसाइन करायला पाहिजे
डिसाइन करायला पाहिजे
06:29
I think empathy for what
your customers want
your customers want
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ग्राहकांची गरज
06:32
is probably the biggest leading indicator
of business success.
of business success.
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हा यशाचं सर्वात मोठा दर्शक आहे .
06:36
Design for real needs
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खऱ्या गरजेपोटी
आराखडा तयार करा
आराखडा तयार करा
06:38
and design them in low friction,
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ते काम सहजपणे करा.
06:41
because if you don't offer them
in low friction,
in low friction,
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कारण तुम्ही तसे न केल्यास कुणीतरी ते करेल
06:43
someone else will, often the customer.
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कदाचित ग्राहकच.
06:46
Secondly, often the best way
to learn what people really want
to learn what people really want
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दुसरे म्हणजे, लोकांना काय पाहिजे
हे बघण्याचा उत्तम मार्ग
हे बघण्याचा उत्तम मार्ग
06:51
is to launch your service.
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म्हणजे सुविधा देणे .
06:52
The answer is rarely inside the building.
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चार भिंतीच्या आत उत्तर क्वचितच सापडतं ,
06:55
Get out there and see
what people really want.
what people really want.
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बाहेर पडा आणि बघा लोकांना काय हवंय ते .
06:58
And finally, in part
because of technology,
because of technology,
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आणि शेवटी , तंत्रज्ञानामुळे असेल
07:01
the world is incredibly flux
at the moment.
at the moment.
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पण जग कायम बदलत आहे ,
07:04
It's changing constantly.
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सतत बदलत आहे.
07:05
These desire paths are going
to spring up faster than ever.
to spring up faster than ever.
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हे इच्छामार्ग अधिक गतीने उदयास येत आहेत.
07:09
Our job is to pick the appropriate ones
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आपलं काम आहे अनुरूप इच्छामार्ग शोधणे
07:12
and pave over them.
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आणि ते बांधणे
07:14
Thank you very much.
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धन्यवाद
07:15
(Applause)
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(टाळ्या)
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