Daniele Quercia: Happy maps

Prevoditelj: Ivan Stamenković Recezent: Mislav Ante Omazić - EFZG

I have a confession to make.

Moram vam nešto priznati.

As a scientist and engineer, I've focused on efficiency for many years.

Kao znanstvenik i inžinjer,

usredotočio sam se na učinkovitost dugi niz godina.

But efficiency can be a cult,

Ali učinkovitost može biti kult,

and today I'd like to tell you about a journey

i danas bih vam volio pričati o putovanju

that moved me out of the cult and back to a far richer reality.

koje me izvuklo iz kulta i vratilo u puno bogatiju stvarnost.

Prije nekoliko godina, nakon završetka doktorata u Londonu,

A few years ago, after finishing my Ph.D. in London, I moved to Boston.

preselio sam se u Boston.

I lived in Boston and worked in Cambridge.

Živio sam u Bostonu i radio u Cambridgeu.

I bought a racing bicycle that summer,

Kupio sam si trkaći bicikl toga ljeta,

and I bicycled every day to work.

i vozio sam ga na posao svaki dan.

To find my way, I used my phone.

Kako bih našao put, koristio sam telefon.

It sent me over Mass. Ave., Massachusetts Avenue,

Poslao me na Aveniju Massachusetts,

the shortest route from Boston to Cambridge.

najkraću rutu od Bostona do Cambridgea.

But after a month

Ali nakon mjesec dana

that I was cycling every day on the car-packed Mass. Ave.,

svakodnevnog bicikliranja na Aveniji punoj automobila,

I took a different route one day.

krenuo sam drugom rutom jednog dana.

I'm not entirely sure why I took a different route that day, a detour.

Nisam potpuno siguran zašto sam otišao drugom rutom toga dana,

I just remember a feeling of surprise;

sjećam se samo osjećaja iznenađenja;

surprise at finding a street with no cars,

iznenađenja što sam našao ulicu bez automobila;

as opposed to the nearby Mass. Ave. full of cars;

nasuprot Avenije Massachusets, pune automobila;

surprise at finding a street draped by leaves and surrounded by trees.

iznenađenje što sam našao ulicu prekrivenu lišćem i okruženu drvećem.

But after the feeling of surprise, I felt shame.

Ali nakon osjećaja iznenađenja, osjetio sam stid.

How could I have been so blind?

Kako sam mogao biti tako slijep?

For an entire month,

Čitav mjesec,

I was so trapped in my mobile app

bio sam tako zarobljen u svojoj mobilnoj aplikaciji

that a journey to work became one thing only:

da je putovanje na posao postala samo jedna stvar:

the shortest path.

najkraći put.

In this single journey, there was no thought

U ovom jednom putovanju nije bilo razmišljanja

of enjoying the road,

o uživanju u cesti,

no pleasure in connecting with nature,

nikakvog užitka u povezivanju s prirodom,

no possibility of looking people in the eyes.

bez mogućnosti gledanja ljudi u oči.

And why?

I zašto?

Because I was saving a minute out of my commute.

Jer sam štedio minutu vremena u svom putu na posao.

Now let me ask you: Am I alone here?

Sad da vas pitam: Jesam li sam u tome?

How many of you have never used a mapping app for finding directions?

Koliko vas nikad nije koristilo aplikaciju za pronalaženje puta?

Most of you, if not all, have.

Većina vas, ako ne svi, jeste.

And don't get me wrong -- mapping apps are the greatest game-changer

I nemojte me krivo shvatiti -- aplikacije karte su najveći izum

for encouraging people to explore the city.

koji potiče ljude da istražuju grad.

You take your phone out and you know immediately where to go.

Izvadite telefon i odmah znate kamo ići.

However, the app also assumes

No ipak, aplikacija također pretpostavlja

there are only a handful of directions to the destination.

da postoji samo šačica smjerova do destinacije.

It has the power to make those handful of directions

Ima moć da učini ovu šačicu smjerova

the definitive direction to that destination.

definitivnim smjerovima do te lokacije.

After that experience, I changed.

Nakon tog iskustva, promijenio sam se.

I changed my research from traditional data-mining

Promijenio sam istraživanje od tradicionalnog rudarenja podataka

to understanding how people experience the city.

do razumijevanja kako ljudi iskuse grad.

I used computer science tools

Koristio sam alate iz računalne znanosti

to replicate social science experiments at scale, at web scale.

kako bih replicirao eksperimente društvene znanosti u web razmjeru.

I became captivated by the beauty and genius

Obuzela me ljepota i genij

of traditional social science experiments

tradicionalnih eksperimenata društvenih znanosti

done by Jane Jacobs, Stanley Milgram, Kevin Lynch.

koje su činili Jane Jacobs, Stanley Milgram, Kevin Lynch.

The result of that research has been the creation of new maps,

Rezultat tog istraživanja bilo je stvaranje novih karata,

maps where you don't only find the shortest path, the blue one,

karata gdje ne nađete samo najkraći put, plavi,

but also the most enjoyable path,

nego i najugodniji put,

the red one.

crveni.

How was that possible?

Kako je to moguće?

Einstein once said,

Einstein je jednom rekao,

"Logic will get you from A to B.

"Logika će vas dovesti od A do B.

Imagination will take you everywhere."

Mašta će vas odvesti svugdje."

So with a bit of imagination,

Sa malo mašte,

we needed to understand

morali smo razumjeti

which parts of the city people find beautiful.

koji dijelovi grada su ljudima predivni.

At the University of Cambridge, with colleagues,

Na sveučilištu u Cambridgeu, sa suradnicima,

we thought about this simple experiment.

smislili smo ovaj jednostavan eksperiment.

If I were to show you these two urban scenes,

Ako vam pokažem ove dvije urbane scene,

and I were to ask you which one is more beautiful,

i pitao bih vas koja je ljepša,

which one would you say?

koju biste odabrali?

Don't be shy.

Ne budite sramežljivi.

Who says A? Who says B?

Tko kaže A? Tko kaže B?

Brilliant.

Briljantno.

Based on that idea,

Na osnovu te ideje,

we built a crowdsourcing platform,

izgradili smo platformu za društvenu suradnju,

a web game.

Players are shown pairs of urban scenes,

web igru.

Igračima se pokaže par urbanih scena,

and they're asked to choose which one is more beautiful, quiet and happy.

i traži ih se da se odabere koja je ljepša, tiša i sretna.

Based on thousands of user votes,

Na osnovu tisuća korisničkih glasova,

then we are able to see where consensus emerges.

onda možemo vidjeti gdje se pokazuje konsenzus.

We are able to see which are the urban scenes

Možemo vidjeti koje urbane scene

that make people happy.

čine ljude sretnima.

After that work, I joined Yahoo Labs,

Poslije tog rada, pridružio sam se Yahoo Labu,

and I teamed up with Luca and Rossano,

i stvorio tim s Lucom i Rossanom,

and together, we aggregated those winning locations in London

i zajedno, sakupili smo te pobjedničke lokacije u Londonu

to build a new map of the city,

kako bi izgradili novu kartu grada,

a cartography weighted for human emotions.

kartografiju vaganu prema ljudskim emocijama.

On this cartography, you're not only able to see and connect

U ovoj kartografiji, ne samo da možemo vidjeti i povezati se

from point A to point B the shortest segments,

od točke A do točke B najkraće dionice,

but you're also able to see the happy segment,

već možemo vidjeti i sretne dijelove,

the beautiful path, the quiet path.

prekrasan put, tihi put.

In tests, participants found the happy, the beautiful, the quiet path

U testovima, sudionici su smatrali prekrasan, tihi put

far more enjoyable than the shortest one,

puno ugodnijim neko najkraći,

and that just by adding a few minutes to travel time.

a time su dodali samo nekoliko minuta putovanja.

Participants also love to attach memories to places.

Sudionici također vole pripisati sjećanje mjestima.

Shared memories -- that's where the old BBC building was;

Dijeljenja sjećanja -- ondje je bila stara zgrada BBC-a;

and personal memories -- that's where I gave my first kiss.

i osobna sjećanja -- tamo sam se prvi put poljubio.

They also recalled how some paths smelled and sounded.

Prisjetili su se i kako su neke staze mirisale i zvučale.

So what if we had a mapping tool

Pa što ako bismo imati alat za mapiranje

that would return the most enjoyable routes

koje davale najugodnije rute

based not only on aesthetics

ne samo po estetici

već po zvuku, mirisu i sjećanjima?

but also based on smell, sound, and memories?

That's where our research is going right now.

To je smjer u kojem naše istraživanje ide.

More generally, my research,

Generalnije, moje istraživanje,

what it tries to do is avoid the danger of the single path,

pokušava izbjeći opasnosti jednog puta,

to avoid robbing people of fully experiencing the city in which they live.

izbjegava okrasti ljude od potpunog iskustva grada u kojem žive.

Walk the path through the park, not through the car park,

Prošetajte kroz park, ne kroz parkiralište,

and you have an entirely different path.

i imate jedan potpuno drugačiji put.

Walk the path full of people you love

Prošetajte stazom punom ljudi koje volite

and not full of cars,

a ne punom automobila,

and you have an entirely different path.

i imate potpuno drugačiji put.

It's that simple.

Tako je jednostavno.

I would like to end with this thought:

Htio bih završiti s ovom mišlju:

do you remember "The Truman Show?"

sjećate li se "Trumanovog Showa"?

It's a media satire in which a real person

To je medijska satira u kojoj stvarna osoba

doesn't know he's living in a fabricated world.

ne zna kako živi u umjetnom svijetu.

Perhaps we live in a world fabricated for efficiency.

Možda živimo u svijetu koji je stvorila naša učinkovitost.

Look at some of your daily habits,

Pogledajte neke svoje dnevne navike,

and as Truman did in the movie, escape the fabricated world.

i kako je Truman to učinio u filmu, pobjegnite iz umjetnog svijeta.

Why?

Zašto?

Well, if you think that adventure is dangerous, try routine. It's deadly.

Pa, ako mislite kako je avantura opasna, probajte s rutinom.

Smrtonosna je.

Thank you.

Hvala vam.

(Applause)

(Pljesak)