ABOUT THE SPEAKER
Tom Hulme - Designer, venturer
Tom 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.
More profile about the speaker
Tom Hulme | Speaker | TED.com
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?

Filmed:
1,617,230 views

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。
- Designer, venturer
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设计 new products制品,
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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服务 or businesses企业,
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只有当用户真正开始使用它们
00:17
the only time you'll你会 know
if they're any good,
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我们才能判定
00:19
if the designs设计 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真实 world世界, in context上下文.
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00:26
I'm reminded提醒 of that every一切 time
I walk步行 past过去 Highbury海布里 Fields字段
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我每次路过伦敦北部的
海布里公园(Highbury Fields)
都会想起这个道理
00:30
in north London伦敦.
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那个公园非常美
00:32
It's absolutely绝对 beautiful美丽.
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公园内有一大块草坪
00:33
There's a big open打开 green绿色 space空间.
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格鲁吉亚风格的建筑环绕四周
00:35
There's Georgian格鲁吉亚 buildings房屋
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陷阱
that cuts削减 across横过 the middle中间.
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00:41
People clearly明确地 don't want to walk步行
all the way around the edge边缘.
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显然,人们不愿意绕一大圈,
更喜欢抄近路,
00:45
Instead代替, they want to take the shortcut捷径,
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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捷径 is self-reinforcing自我强化.
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00:50
Now, this shortcut捷径
is called a desire欲望 path路径,
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我们把这类“近路”叫做
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经常 the path路径
of least最小 resistance抵抗性.
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这些小路让我着迷
00:56
I find them fascinating迷人,
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因为它体现出
设计与用户体验往往是有偏差的
00:58
because they're often经常 the point
where design设计 and user用户 experience经验 diverge偏离.
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01:04
Now at this point, I should apologize道歉,
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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
01:06
because you guys are going to start开始
seeing眼看 these everywhere到处.
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01:08
But today今天, I'm going to pick
three I find interesting有趣
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但今天我只挑三个例子与你们分享
01:11
and share分享 what actually其实 it reminds提醒 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发射 new products制品 and services服务.
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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首都 city
of Brazil巴西 -- Brasilia巴西利亚.
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01:21
And it reminds提醒 me that sometimes有时,
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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焦点
on designing设计 for a real真实 need
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以避免不必要的麻烦
01:26
at low friction摩擦.
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01:28
Now, Brasilia巴西利亚 is fascinating迷人.
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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设计 by Niemeyer尼迈耶 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金色 age年龄 of flying飞行,
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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铺设 it out like a plane平面,
as you can see there.
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不过有些令人担心的是
01:38
Slightly worryingly令人担忧,
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他将大多数重要政府机构
都放在了机头的位置
01:39
he put most of the important重要
government政府 buildings房屋 in the cockpit座舱.
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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放大 in,
in the very center中央 of Brasilia巴西利亚,
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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散落 with desire欲望 paths路径.
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01:50
They're absolutely绝对 everywhere到处.
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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面向未来 this design设计.
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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未来
we wouldn't不会 need to walk步行 anywhere随地 --
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我们可以开车
01:59
we'd星期三 be able能够 to drive驾驶 --
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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走廊 or pavements人行道.
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02:04
But as you can see, there's a real真实 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危险 desire欲望 paths路径.
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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中间,
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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十字架
15 lanes车道 of traffic交通.
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在座各位可能知道
02:14
It won't惯于 surprise you guys
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在巴西利亚,行人出车祸的概率
02:16
that Brasilia巴西利亚 has five times
the pedestrian行人 accident事故 rate
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是在美国的五倍
02:20
of your average平均 US city.
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02:22
People are resourceful足智多谋.
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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他们会 always find the low-friction低摩擦 route路线
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既省钱又省时间
02:27
to save保存 money, save保存 time.
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02:30
Not all these desire欲望 paths路径 are dangerous危险,
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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提醒 flying飞行 here
when I was in Heathrow希思罗机场.
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很多乘客对这里的道路设计都很不满
02:35
Many许多 of us get frustrated受挫
when we're confronted面对
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因为他们必须从免税店穿过
02:38
with the obligatory必修 walk步行
through通过 duty-free免税.
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02:43
It was amazing惊人 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
02:44
how many许多 people refused拒绝 to take
the long, meandering弯曲 path路径 to the left,
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而选择走右边
02:48
and just cut through通过 to the right,
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走这条心仪小路
02:50
cut through通过 the desire欲望 path路径.
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02:52
The question that's interesting有趣 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设计师 think
when they see our behavior行为 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接受
that this is the only truth真相?
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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产品.
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03:07
We're effectively有效
co-designing共同设计 their product产品.
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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工作 is to design设计
for real真实 needs需求 at low friction摩擦,
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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
因为如果设计师做不到,
使用者自己也会想办法的
03:15
because if you don't,
the customer顾客 will, anyway无论如何.
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03:19
The second第二 desire欲望 path路径 I wanted to share分享
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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大学 of California加州.
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这个例子让我明白
03:23
And it reminds提醒 me
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有时候最好的设计方式
03:24
that sometimes有时 the best最好 way
to come up with a great design设计
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就是顺应用户
03:28
is just to launch发射 it.
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03:30
Now, university大学 campuses校园 are fantastic奇妙
for spotting斑点 desire欲望 paths路径.
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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
03:34
I think it's because students学生们
are always late晚了 and they're pretty漂亮 smart聪明.
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当他们冲向讲座教室时候
03:38
So they're dashing潇洒 to lectures讲座.
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他们总能找到近道
03:39
They'll他们会 always find the shortcut捷径.
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03:42
And the designers设计师 here knew知道 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内置 the buildings房屋
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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等待 a few少数 months个月
for the paths路径 to form形成.
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03:49
They then paved铺砌 them.
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然后在此基础上铺路
(笑声)
03:51
(Laughter笑声)
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非常聪明的点子
03:52
Incredibly令人难以置信的是 smart聪明 approach途径.
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03:54
In fact事实, often经常, just launching发射
the straw稻草 man of a service服务
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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艾尔 Muir缪尔 in Boston波士顿
knew知道 he wanted to open打开 a restaurant餐厅.
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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菜单 be?
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菜单又应包含哪些菜品呢
04:08
He launched推出 a service服务,
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在开餐厅之前
他开了一个快餐车
04:10
in this case案件 a food餐饮 truck卡车,
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然后每天换个地方售卖快餐
04:11
and he changed the location位置 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
04:14
He'd他会 write a different不同 menu菜单
on the side in a whiteboard白板 marker标记
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以此找出人们喜欢的菜式
04:17
to figure数字 out what people wanted.
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04:20
He now has a chain of restaurants餐馆.
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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令人难以置信 efficient高效
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办法极为有效
04:24
to launch发射 something
to spot the desire欲望 paths路径.
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04:28
The third第三 and final最后 desire欲望 path路径
I wanted to share分享 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
位于UNIH
(美国国立卫生研究院)
04:31
is the UNIHUNIH.
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04:33
It reminds提醒 me that the world's世界 in flux通量,
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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响应 to those changes变化.
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04:38
So as you'll你会 guess猜测, this is a hospital醫院.
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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肿瘤科 Department.
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我把左边的肿瘤科标记了出来
04:44
The patients耐心 would usually平时 stay
in the hotels酒店 down on the bottom底部 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以病人为中心 organization组织,
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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铺设 on cars汽车 for their patients耐心.
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04:55
But what they realized实现 when they started开始
offering chemotherapy化疗
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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耐心 rarely很少
wanted to get in cars汽车.
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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
05:02
They were too nauseous恶心,
so they'd他们会 walk步行 back to their hotels酒店.
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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欲望 path路径 that you see
diagonally对角线, formed形成.
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05:09
The patients耐心 even called it
"The Chemo化疗 Trail落后."
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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醫院
saw this originally本来,
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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试着 to lay铺设 turf草皮
back over it, ignore忽视 it.
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05:18
But after a while, they realized实现
it was an important重要 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会议 for their patients耐心,
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于是他们把这条路铺了出来
05:23
so they paved铺砌 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
05:25
And I think our job工作 is often经常
to pave铺平 these emerging新兴 desire欲望 paths路径.
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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伦敦 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欲望 path路径 hasn't有没有 always been there.
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05:34
The reason原因 it sprung弹性 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
05:36
is people were traveling旅行 to the mighty威武
Arsenal兵工厂 Football足球 Club俱乐部 stadium体育场
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阿森纳俱乐部看球
05:40
on game游戏 days,
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05:41
from the Underground地下 station
you see on the bottom底部 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欲望 path路径.
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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时钟
back a few少数 years年份,
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当体育馆还没建好的时候
05:48
when the stadium体育场 was being存在 constructed,
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这条路还不存在
05:51
there is no desire欲望 path路径.
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05:53
So our job工作 is to watch
for these desire欲望 paths路径 emerging新兴,
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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适当, pave铺平 them,
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再伺机把它们铺设成真正的道路
06:00
as someone有人 did here.
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就像下面这个例子一样
06:03
Someone有人 installed安装 a barrier屏障,
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有人(在小路上)安装了一个路障
06:06
people started开始 walking步行 across横过
and round回合 the bottom底部 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
后来他们就干脆把这条路铺上了
06:09
and they paved铺砌 it.
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06:10
(Laughter笑声)
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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精彩
reminder提醒 as well,
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它提示我们世界不是一成不变的
06:14
that, actually其实, the world世界 is in flux通量.
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它始终都在不停变化
06:16
It's constantly经常 changing改变,
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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最佳 of this image图片,
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另一条心仪小路正在形成
06:19
there's another另一个 desire欲望 path路径 forming成型.
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06:23
So these three desire欲望 paths路径 remind提醒 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设计 for real真实 human人的 needs需求.
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06:29
I think empathy同情 for what
your customers顾客 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大概 the biggest最大 leading领导 indicator指示符
of business商业 success成功.
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06:36
Design设计 for real真实 needs需求
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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设计 them in low friction摩擦,
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06:41
because if you don't offer提供 them
in low friction摩擦,
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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有人 else其他 will, often经常 the customer顾客.
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06:46
Secondly其次, often经常 the best最好 way
to learn学习 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发射 your service服务.
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闭门造车很难得出答案
06:52
The answer回答 is rarely很少 inside the building建造.
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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.
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06:58
And finally最后, in part部分
because of technology技术,
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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世界 is incredibly令人难以置信 flux通量
at the moment时刻.
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并且这种变化的脚步从未停歇
07:04
It's changing改变 constantly经常.
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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欲望 paths路径 are going
to spring弹簧 up faster更快 than ever.
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07:09
Our job工作 is to pick the appropriate适当 ones那些
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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铺平 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掌声)
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Translated by Psycho Decoder
Reviewed by Chen Wang

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ABOUT THE SPEAKER
Tom Hulme - Designer, venturer
Tom 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.
More profile about the speaker
Tom Hulme | Speaker | TED.com