ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Renny Gleeson | Speaker | TED.com
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:
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。
- 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

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故事
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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學到了 as a result結果 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開始 it probably大概 helps幫助 to have an understanding理解
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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其實 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破碎 experience經驗 on the Web捲筒紙.
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我們在上網時遇到的壞掉的體驗
00:34
It's effectively有效 the default默認 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網站 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供應 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本質 a feeling感覺 of being存在 broken破碎 when you go through通過 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記得 for yourself你自己,
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我請大家自己回想一下
00:49
it's annoying惱人的 when you hit擊中 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感覺 of a broken破碎 relationship關係.
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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其實 also interesting有趣 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家庭 of errors錯誤 actually其實 --
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其實它是來自於一組的錯誤代碼
01:01
a whole整個 set of relationship關係 errors錯誤,
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一整套用來反應關連性的錯誤碼
01:03
which哪一個, when I started開始 digging挖掘 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容貌 almost幾乎 like a checklist清單 for a sex性別 therapist治療師 or a couples情侶 couselorcouselor.
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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分類 of get down there to the bottom底部 and things get really dicey冒險的.
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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笑聲)
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(笑聲)
01:16
Yes.
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是的
01:18
But these things are everywhere到處.
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然而, 像這樣的東西到處都看得到
01:21
They're on sites網站 big, they're on sites網站 small.
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大小網站都會見到它
01:23
This is a global全球 experience經驗.
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這是一個很普遍的體驗
01:26
What a 404 page tells告訴 you
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而 404 頁面所告訴你的是
01:29
is that you fell下跌 through通過 the cracks裂縫.
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你掉在裂縫裡了
01:33
And that's not a good experience經驗
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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經驗 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 KinectKinect的
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你可以有你的 Kinect (體感遊戲主機)
01:39
and you can have unicorns獨角獸 dancing跳舞
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你可以有獨角獸在跳舞
01:41
and rainbows彩虹 spraying out of your mobile移動 phone電話.
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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拍擊 in the face面對.
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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星巴克
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就好像是你去到了星巴克
01:53
and there's the guy behind背後 the counter計數器
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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撇去 milk牛奶.
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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帶來 the skim撇去 milk牛奶?"
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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步行 out from behind背後 the counter計數器 and they've他們已經 got no pants褲子 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感覺.
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這就是一個 404 的感覺
02:06
(Laughter笑聲)
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(笑聲)
02:07
I mean, I've heard聽說 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重要
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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技術 incubator恆溫箱,
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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初創公司 sitting坐在 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初創公司 are focused重點 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直到 one day AthletepathAthletepath,
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直到有一天, Athletepath 這個網站
02:22
which哪一個 is a website網站 that focuses重點 on services服務 for extreme極端 athletes運動員,
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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發現 this video視頻.
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找到了這個影片
02:27
(Video視頻) Guy: Joey喬伊!
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(影片) 某人: 祖兒!
02:31
Crowd人群: Whoa!
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人群: 嘩!
02:35
Renny雷尼 Gleeson格里森: 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視頻 and they embedded嵌入式 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燈泡 went off for everybody每個人 in the place地點.
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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最後 there was a page
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因為終於有這麼一個頁面
02:48
that actually其實 felt like what it felt like to hit擊中 a 404.
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給你一種 感同身受 的 404 頁面的感覺
02:52
(Laughter笑聲)
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(笑聲)
02:53
(Applause掌聲)
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(掌聲)
02:55
So this turned轉身 into a contest比賽.
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然後這發展成了一個比賽
02:57
DailypathDailypath that offers報價 inspiration靈感
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Dailypath 提供了這樣的靈感
03:00
put inspiration靈感 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
StayhoundStayhound, which哪一個 helps幫助 you find pet寵物 sitters保姆 through通過 your social社會 network網絡,
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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同情 with your pet寵物.
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對你的寵物有同理心
03:08
Each one of them found發現 this.
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他們其中一個找到這樣的頁面
03:09
It turned轉身 into a 24-hour-小時 contest比賽.
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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下一個 day, we gave out $404 in cash現金.
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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學到了
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他們所學到的
03:15
was that those little things, doneDONE right, actually其實 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精心設計 moments瞬間 can build建立 brands品牌.
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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真實 world世界,
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所以你去看一下, 在現實世界中
03:22
and the fun開玩笑 thing is you can actually其實 hack these yourself你自己.
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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類型 in an URL網址 and put in a 404 and these will pop流行的.
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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 commiseratescommiserates with you.
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這是一個會同情你的
03:29
This is one that blames指責 you.
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這是一個會責備你的
03:31
This is one that I loved喜愛.
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這是一個我喜歡的
03:33
This is an error錯誤 page,
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這是一個錯誤頁面
03:35
but what if this error錯誤 page was also an opportunity機會?
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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時刻 in time
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所以這是一個時刻
03:41
where all of these startups初創公司 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興奮 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整個 relationship關係 issue問題,
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因為當再回到這些關係的議題
03:49
what they figured想通 out through通過 this exercise行使
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他們會從這樣的活動中發現
03:51
was that a simple簡單 mistake錯誤 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提醒 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掌聲)
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(掌聲)
Translated by Yu-Sheng Lin
Reviewed by Yuguo Zhang

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ABOUT THE SPEAKER
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.

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.

More profile about the speaker
Renny Gleeson | Speaker | TED.com