Timothy Prestero: Design for people, not awards

Translator: Timothy Covell Reviewer: Morton Bast

Translator: Anders Finn Jørgensen Reviewer: Rune Sejr Fjord

I've got a great idea that's going to change the world.

Jeg har en fantastisk ide som vil ændre verden.

Den er så fantastisk, at den vil gøre jer målløse.

It's fantastic, it's going to blow your mind.

Den er min smukke baby.

It's my beautiful baby.

Here's the thing: everybody loves a beautiful baby.

Her er pointen, alle elsker en smuk baby.

I mean, I was a beautiful baby.

Jeg mener, jeg var en smuk baby.

Her er mig og min far få dage efter jeg blev født.

Here's me and my dad a couple days after I was born.

So in the world of product design,

Så i produktdesign-verdenen,

der er den smukke baby ligesom en konceptbil.

the beautiful baby's like the concept car.

It's the knockout.

Det er en mavepuster.

You see it and you go, "Oh, my God. I'd buy that in a second!"

Man ser den og siger: "Åh gud, den må jeg bare eje!".

So why is it that this year's new cars

Hvad er det som gør at dette års nye biler

look pretty much exactly like last year's new cars?

næsten er identiske med forrige års nye biler?

(Laughter)

(Latter)

What went wrong between the design studio and the factory?

Hvad gik galt mellem designafdelingen og fabrikken?

I dag vil jeg ikke tale om smukke babyer,

Today, I don't want to talk about beautiful babies,

I want to talk about the awkward adolescence of design --

jeg vil tale om designs kejtede pubertet --

those sort of dorky teenage years

de fjogede teenageår

hvor du prøver at finde ud af hvordan verden fungerer.

where you're trying to figure out how the world works.

Jeg vil starte med et eksempel fra noget arbejde vi gjorde for nyfødtes helbred.

I'm going to start with an example

from some work that we did on newborn health.

So here's a problem:

Så her er problemet:

four million babies around the world, mostly in developing countries,

Fire millioner babyer i verden,

flest i i udviklingslandene,

dør hvert år før deres første fødselsdag,

die every year before their first birthday,

even before their first month of life.

endda i deres første levemåned.

It turns out half of those kids,

Det viser sig at halvdelen af disse børn, eller omkring 1,8 millioner nyfødte i verden,

or about 1.8 million newborns around the world,

would make it if you could just keep them warm

ville have overlevet hvis vi blot kunne holde dem varme

i de første tre dage, måske i den første uge.

for the first three days, maybe the first week.

Dette er en intensivafdeling for nyfødte i Kathmandu, Nepal.

So this is a newborn intensive care unit in Kathmandu, Nepal.

All of these kids in blankets belong in incubators --

Alle disse børn i tæpper burde være i en kuvøse --

something like this.

noget som denne her. Dette er en Atom kuvøse, doneret fra Japan

This is a donated Japanese Atom incubator

that we found in a NICU in Kathmandu.

som vi fandt i en intensiv-børneafdeling i Kathmandu.

Dette er hvad vi ønsker.

This is what we want.

Probably what happened is a hospital in Japan upgraded their equipment

Hvad der sandsynligvis skete var, at et hospital i Japan opgraderede deres udstyr

and donated their old stuff to Nepal.

og donerede det gamle til Nepal.

Problemet er at uden teknikere, uden reservedele,

The problem is, without technicians, without spare parts,

donations like this very quickly turn into junk.

vil donationer som denne hurtigt ende som skrot.

So this seemed like a problem that we could do something about.

Så dette virkede som et problem vi kunne gøre noget ved.

At holde et barn varmt i en uge,

Keeping a baby warm for a week -- that's not rocket science.

det er ikke raketvidenskab.

Så vi startede

So we got started.

We partnered with a leading medical research institution here in Boston.

vi lavede et partnerskab med en ledende medicinske forskningsinstitution her i Boston.

Vi udførte brugerundersøgelser i månedsvis i ulandende,

We conducted months of user research overseas,

trying to think like designers, human-centered design --

og forsøgte at tænke som designers, menneskeorienteret design.

"Let's figure out what people want."

Forsøgte at finde ud af hvad fok ønskede sig.

We killed thousands of Post-it notes.

Vi dræbte tusinder af Post-it sedler.

We made dozens of prototypes to get to this.

Vi lavede dusinvis af prototyper for at nå frem til denne.

Her har vi NeoNurture babykuvøse,

So this is the NeoNurture infant incubator,

som har indbygget en masse smarte ting. Og vi følte os som verdensmestre.

and this has a lot of smarts built into it, and we felt great.

So the idea here is, unlike the concept car,

Så ideen her er, i modsætning til konceptbilen,

we want to marry something beautiful

vi ønskede at forene noget smukt

with something that actually works.

med noget som faktisk virker.

And our idea is that this design

Og vores ide er, at dette design

would inspire manufacturers and other people of influence

vil inspirere producenter og andre folk med indflydelse

to take this model and run with it.

til at tage denne model og bruge den.

Her er de dårlige nyheder:

Here's the bad news:

the only baby ever actually put inside the NeoNurture incubator

Den eneste baby som nåede at komme ind i NeoNurture kuvøsen

var dette barn, mens Time Magazine tog dette billede.

was this kid during a Time magazine photo shoot.

Så modtagelsen var fantastisk.

So recognition is fantastic.

We want design to get out for people to see it.

Vi ønskede design som skulle ses af folk.

It won lots of awards.

Det vandt en masse priser.

Men det føltes som en snydepris.

But it felt like a booby prize.

Vi ønskede at lave smukke ting som kunne gøre verden bedre,

We wanted to make beautiful things

that are going to make the world a better place,

and I don't think this kid was even in it long enough to get warm.

og jeg tror ikke engang at dette barn var i den længe nok til at blive varm.

So it turns out that design for inspiration doesn't really ...

Så det endte med at design for inspiration

ikke rigtigt --

jeg gætter at jeg vil sige, at for det vi ønskede at gøre,

I guess what I would say is, for us, for what I want to do,

så er det enten for langsomt eller det virker bare ikke, det er ueffektivt.

it's either too slow or it just doesn't work, it's ineffective.

So, really, I want to design for outcomes.

Jeg ønsker at designe for resultater.

I don't want to make beautiful stuff; I want to make the world a better place.

Jeg ønsker ikke at lave smukke ting.

Jeg ønsker at lave verden til et bedre sted.

Så da vi designede NeoNurture,

So when we were designing NeoNurture,

var vi meget opmærksomme på de mennesker som skulle bruge tingen--

we paid a lot of attention to the people who are going to use this thing,

for eksempel, fattige familier, landsbylæger,

for example, poor families, rural doctors,

overbebyrdede sygeplejersker, selv reparatører.

overloaded nurses, even repair technicians.

Vi tænkte vi havde dækket alt, vi havde gjort alting rigtigt.

We thought we had all our bases covered, we'd done everything right.

Men det viste sig at hele denne konstellation af folk

Well, it turns out there's this whole constellation of people

vi havde involveret i produktet for at det skulle blive en succes:

who have to be involved in a product for it to be successful:

Fremstilling, finansiering, distribution, lovgivning.

manufacturing, financing, distribution, regulation.

Michael Free fra Path siger at du skal vide hvem som vil: "Vælge, bruge og betale pengene"

Michael Free at PATH says you have to figure out

who will "choose, use and pay the dues"

for a product like this.

for et produkt som dette.

And I have to ask the question that VCs always ask:

Og bliver nødt til at spørge --

"Sir, what is your business, and who is your customer?"

Investorer spørger altid: "Hr. hvad er din forretning og hvem er dine kunder?"

Who is our customer?

Hvem er vores kunder? Her er et eksempel.

Well, here's an example.

This is a Bangladeshi hospital director outside his facility.

Her er en Bangladeshisk hospitalsdirektør uden for hans sygehus.

It turns out he doesn't buy any of his equipment.

Det viser sig at han ikke køber sit eget udstyr.

Those decisions are made by the Ministry of Health

Disse afgørelser tages af Sundhedsministeriet

eller af fremmede donorer,

or by foreign donors,

and it just kind of shows up.

udstyret dukker ligesom bare op.

Similarly, here's a multinational medical-device manufacturer.

Tilsvarende, her er en multinational medikoteknisk leverandør.

Det viser sig at de må fiske hvor fiskene er.

It turns out they've got to fish where the fish are.

Så det viser sig at på de nye markeder, er fiskene

So it turns out that in emerging markets -- where the fish are --

den nye middelklasse i disse lande--

are the emerging middle class of these countries --

diseases of affluence: heart disease, infertility.

overflodssygedomme: Hjertesygdomme, barnløshed.

Så det viser sig at design for resultater

So it turns out that design for outcomes in one aspect

really means thinking about design for manufacture and distribution.

betyder at man skal tænke på at designe for fremstilling og distribution.

Okay det var en vigtig lektie.

OK, that was an important lesson.

For det andet, lærte vi den lektie og prøvede på at bruge den i vores næste projekt.

Second, we took that lesson and tried to push it into our next project.

So we started by finding a manufacturer,

Så vi startede med at finde en fremstiller,

an organization called MTTS in Vietnam,

en organisation kaldet MTTS i Vietnam,

som fremstiller teknologi for pleje af nyfødte i Sydøstasien.

that manufactures newborn-care technologies for Southeast Asia.

Our other partner is East Meets West,

Vores anden partner er East Meets West.

an American foundation that distributes that technology

En amerikansk fond som distribuerer teknologi

to poor hospitals around that region.

til fattige hospitaler i den region.

So we started with them, saying, "Well, what do you want?

Så vi startede med at spørge dem: "Hvad er det I ønsker?

What's a problem you want to solve?"

Hvad er det for et problem vi skal løse?"

And they said, "Let's work on newborn jaundice."

Og de svarede: "Lad os arbejde med gulsot hos nyfødte."

So this is another one of these mind-boggling global problems.

Dette er et andet af disse påtrængende globale problemer.

Gulsot påvirker to tredjedele af alle nyfødte i verden.

Jaundice affects two-thirds of newborns around the world.

Of those newborns, one in 10 roughly,

Af disse nyfødte, vil en ud af ti groft sagt,

if it's not treated, the jaundice gets so severe

hvis den ikke behandles, få så alvorlig gulsot

that it leads to either a life-long disability,

at det enten fører til et livslangt handicap,

or the kids could even die.

eller til døden for børnene.

Der er én måde at behandle gulsot,

There's one way to treat jaundice,

som er kaldt en udskiftningstransfusion.

and that's what's called an exchange transfusion.

So as you can imagine, that's expensive and a little bit dangerous.

Som I kan forestille jer er dyrt og en lille smule farligt.

Der er en anden kur.

There is another cure.

It's very technological, it's very complex, a little daunting.

Det er meget teknologisk, det er meget komplekse, en smule skræmmende.

Man skal belyse barnet med blåt lys--

You've got to shine blue light on the kid.

(Laughter)

klart blåt lys på så meget af huden som muligt.

Bright blue light on as much of the skin as you can cover.

Hvordan er dette et vanskeligt problem?

How is this a hard problem?

I went to MIT. OK, we'll figure that out.

Så gik jeg til MIT,

Okay, vi kan regne det ud. (Latter)

(Laughter)

Så her er et eksempel. Det er et ovenlys lysterapi-apparat

So here's an example.

This is an overhead phototherapy device that's designed for American hospitals,

der er udviklet til amerikanske hospitaler.

and here's how it's supposed to be used.

Og her er, hvordan det er tænkt det skal anvendes.

It's over the baby, illuminating a single patient.

Den placeres over en baby for at belyse en enkelt patient.

Tag det ud af en amerikansk hospital,

Take it out of an American hospital,

sendt det oversøisk til et overfyldt sygehus i Asien,

send it overseas to a crowded facility in Asia,

og det vil bruges sådan her.

here's how it's actually used.

The effectiveness of phototherapy is a function of light intensity.

Effektiviteten af lysterapi er en funktion af lysintensiteten.

Disse mørke blå firkanter viser dig, hvor det er effektiv lysterapi.

These dark blue squares show you where it's effective phototherapy.

Her er, hvordan det ser ud under faktiske anvendelse.

Here's what it looks like under actual use.

So those kids on the edges aren't actually receiving effective phototherapy.

Så disse børn yderst

modtager ikke effektiv lysterapi.

But without training, without some kind of light meter,

Men uden uddannelse, uden en slags lysmåler,

how would you know?

Hvordan kan du vide det?

We see other examples of problems like this.

Vi ser andre eksempler på problemer som dette.

Så er her en neonatal intensivafdelingen

Here's a neonatal intensive care unit,

hvor kommer mødre for at besøge deres babyer.

where moms come in to visit their babies.

And keep in mind that Mom maybe just had a C-section,

Og Husk, moren har måske lige fået foretaget kejsersnit

som kan være en grim oplevelse.

so that's already kind of a bummer.

Mom's visiting her kid.

Moren besøger hendes barn.

Hun ser hendes baby ligge nøgen under noget blå lys,

She sees her baby naked, lying under some blue lights,

looking kind of vulnerable.

og ser sårbar ud.

It's not uncommon for Mom to put a blanket over the baby.

Det er ikke ualmindeligt at moren lægger et tæppe over babyen.

Ud fra et lysterapisynspunkt, måske ikke den bedste ide.

From a phototherapy standpoint, maybe not the best behavior.

Det virker tåbeligt.

In fact, that sounds kind of dumb.

Except, what we've learned is that there's no such thing as a dumb user --

Bortset fra, hvad vi har lært

er at der er ikke nogen dum bruger-- det er hvad vi har lært.

there are only dumb products.

Der er kun dumme produkter.

We have to think like existentialists:

Vi skal tænke som eksistentialister.

it's not the painting we would have painted,

Det er ikke det maleri vi ville have malet,

det er maleriet vi faktisk har malet.

it's the painting that we actually painted.

Det er den anvendelse--designet til faktiske anvendelse.

It's the use -- designed for actual use.

How are people actually going to use this?

Hvordan vil folk faktisk bruge det?

Så ligeledes, når vi tænker på vores partner MTTS,

So, similarly, when we think about our partner MTTS,

they've made some amazing technologies for treating newborn illnesses.

de har lavet nogle fantastiske ting til behandling af sygdomme hos nyfødte.

So here's an overhead warmer and a CPAP.

Så er her en varmelampe og en CPAP.

They're inexpensive, really rugged.

De er billige, virkelig slidstærke.

They've treated 50,000 kids in Vietnam with this technology.

De har behandlet 50.000 børn i Vietnam med denne teknologi.

But here's the problem:

Men her er problemet:

Every doctor in the world, every hospital administrator,

Hver læge i verden, administratoren hvert hospital,

har set TV -- forbandet være disse "Skadestuen" genudsendelser.

has seen TV -- curse those "ER" reruns!

Som har skabt en ide om hvordan et medicinsk apparat skal se ud.

Turns out they all know what a medical device is supposed to look like.

They want Buck Rogers, they don't want effective.

De ønsker Buck Rogers, de ønsker ikke det effektive.

Det lyder vanvittigt, det lyder dumt,

It sounds crazy, it sounds dumb,

but there are actually hospitals who would rather have no equipment

men der er faktisk hospitaler, hvem vil hellere have intet udstyr

end noget der ser billigt og luset ud.

than something that looks cheap and crummy.

Så igen, hvis vi ønsker folk at have tillid til noget udstyr,

So again, if we want people to trust a device,

it has to look trustworthy.

skal det se troværdigt ud.

So thinking about outcomes,

Så hvis man bekymrer sig om effekten,

it turns out appearances matter.

viser det sig at fremtoningen gør en forskel.

We took all that information together.

Så vi samlede alle disse oplysninger.

We tried, this time, to get it right.

Vi forsøgte, denne gang at få gjort det rigtige.

And here's what we developed.

Og her er hvad vi udviklede.

This is the Firefly phototherapy device,

Så dette er Firefly lysterapiapparatet,

except this time, we didn't stop at the concept car.

bortset fra dette tidspunkt ikke vi stopper ved konceptbilen.

From the very beginning, we started by talking to manufacturers.

Så begyndte vi helt fra begyndelsen ved at tale med fabrikanter.

Vores mål er at skabe et state-of-the-art produkt

Our goal is to make a state-of-the-art product

som vores partner MTTS faktisk kan fremstille.

that our partner MTTS can actually manufacture.

Så er vores mål er at studere hvordan de arbejder, de ressourcer, de har adgang til,

Our goal is to study how they work, the resources they have access to,

så de kan fremstille dette produkt.

so that they can make this product.

So that's the design for manufacture question.

Så det er designet til at løse fremstillingsspørgsmålet.

When we think about actual use,

Når vi tænker på faktiske brug,

du vil opdage, at Firefly har en enkelt kammer.

you'll notice that Firefly has a single bassinet.

It only fits a single baby,

Det passer kun en enkelt baby.

and the idea here is it's obvious how you ought to use this device.

Og idéen her er, at det er indlysende hvordan du burde bruge dette apparat.

If you try to put more than one kid in,

Hvis du forsøger at sætte mere end et barn i,

lægger du dem oven på hinanden.

you're stacking them on top of each other.

(Latter)

(Laughter)

Så idéen her er at gøre det svært at bruge det forkert.

So the idea here is you want to make it hard to use wrong.

In other words, you want to make the right way to use it

Med andre ord, gør du den rigtige måde at bruge det på

til den letteste måde at bruge det.

the easiest way to use it.

Another example -- again, silly Mom.

Et andet eksempel: Igen, fjollede mor.

Silly Mom thinks her baby looks cold, wants to put a blanket over the baby.

Fjollede mor mener sit barn ser koldt ud og ønsker at lægge et tæppe over babyen.

Derfor har vi både lys ovenover og nedenunder babyen i Firefly.

That's why we have lights above and below the baby in Firefly,

Så hvis moren lægger et tæppe over ungen,

so if Mom does put a blanket over the baby,

modtager det stadig effektiv lysterapi nedefra.

it's still receiving effective phototherapy from below.

Sidste historie her:

Last story here:

Jeg har en ven i Indien, som fortalte mig

I've got a friend in India who told me

at du virkelig ikke har testet et stykke elektronisk teknologi

that you haven't really tested a piece of electronic technology

til salg i Asien

for distribution in Asia,

før du har trænet en kakerlak til at kravle ind

until you've trained a cockroach to climb in and pee

on every single little component on the inside.

og tisse på hver enkelt lille komponent indeni.

(Latter)

(Laughter)

You think it's funny.

I synes det er sjovt.

I had a laptop in the Peace Corps,

Jeg havde en bærbar computer i fredskorpset,

og skærmen havde alle disse døde pixels.

and the screen had all these dead pixels on it.

And one day I looked in -- they were all dead ants

Og én dag jeg kiggede ind, var de alle døde myrer

der havde kommet ind min bærbare computer og omkommet--

that had gotten into my laptop and perished.

Those poor ants.

disse stakkels myrer!

(Laughter)

Så med Firefly, gjorde vi følgende--

So with Firefly, what we did is -- the problem is electronics get hot,

problemet er elektronik bliver varmt

og du skal placere i ventilationskanaler eller blæsere til at holde dem kolde

and you have to put in vents or fans to keep them cool --

in most products.

i de fleste produkter.

Man kan ikke sætte et "Adgang forbudt" skilt uden for ventilationsåbningen.

We decided we can't put a "Do not enter" sign next to the vent.

We actually got rid of all that stuff.

Vi slap af med at dette.

So Firefly's totally sealed.

Så Firefly er helt lukket.

Disse er de lektier--

These are the kinds of lessons --

så akavet som det var at være en fjoget teenager,

as awkward as it was to be a pretty goofy teenager,

much worse to be a frustrated designer.

desto værre er det at være en frustreret designer.

So I was thinking, "What I really want to do is change the world.

Så jeg tænkte at hvis jeg virkelig vil ændre verden.

Så skulle jeg være opmærksom på produktion og distribution.

I have to pay attention to manufacturing and distribution.

I have to pay attention to how people are actually going to use a device.

Jeg skal være opmærksom på hvordan folk faktisk vil bruge et apparat.

Det skal jeg virkelig være opmærksom på. Der er virkelig ingen undskyldning for fiasko.

I actually have to pay attention. There's no excuse for failure.

I have to think like an existentialist.

Jeg skal tænke som en eksistentialist.

I have to accept that there are no dumb users, only dumb products."

Jeg må acceptere, er der ingen dumme brugere

at er der kun dumme produkter.

We have to ask ourselves hard questions.

Vi skal stille os de svære spørgsmål.

Are we designing for the world that we want?

Designer vi for den verden, vi ønsker?

Are we designing for the world that we have?

Designer vi for den verden, vi har?

Designer vi for den verden, der kommer,

Are we designing for the world that's coming,

hvorvidt vi klar eller ej?

whether we're ready or not?

I got into this business designing products.

Jeg gik ind i denne produktdesignbranche.

Jeg har siden lært, at hvis du virkelig ønsker at gøre en forskel i verden,

I've since learned that if you really want to make a difference in the world,

Så skal du designe for resultater.

you have to design outcomes.

Og det er design som gør en forskel.

And that's design that matters.

Tak.

Thank you.

(Bifald)

(Applause)