What can we learn from shortcuts? | Tom Hulme

Prevoditelj: Sanda L Recezent: Ivan Stamenković

When we're designing new products,

Kada stvaramo nove proizvode,

services or businesses,

usluge ili poduzeća,

the only time you'll know if they're any good,

jedino kako ćete znati jesu li imalo dobri,

if the designs are good,

je li dizajn dobar,

is to see how they're used in the real world, in context.

je kada vidite kako se koriste u stvarnom životu, u kontekstu.

I'm reminded of that every time I walk past Highbury Fields

Uvijek se toga sjetim kada šećem uz Highbury Fields

in north London.

u sjevernom Londonu.

It's absolutely beautiful.

Tamo je jednostavno predivno.

There's a big open green space.

Ima veliki zeleni otvoreni prostor.

There's Georgian buildings around the side.

Uokolo su zgrade u georgijanskom stilu.

But then there's this mud trap that cuts across the middle.

No, po sredini se proteže blatnjavi put.

People clearly don't want to walk all the way around the edge.

Ljudi očito ne žele hodati skroz okolo uz rub.

Instead, they want to take the shortcut,

Umjesto toga, žele ići poprečnim putem

and that shortcut is self-reinforcing.

i taj prečac osnažuje ljude.

Now, this shortcut is called a desire path,

Taj prečac je željeni put

and it's often the path of least resistance.

i često je put najmanjeg otpora.

I find them fascinating,

Jako su mi zanimljivi

because they're often the point where design and user experience diverge.

jer su često točka na kojoj se razilaze dizajn i korisničko iskustvo.

Now at this point, I should apologize,

Ovdje bih se trebao ispričati,

jer ćete ovo početi viđati posvuda.

because you guys are going to start seeing these everywhere.

But today, I'm going to pick three I find interesting

No, danas ću odabrati tri meni zanimljiva primjera

and share what actually it reminds me

i pokazati čime me to podsjeća

about launching new products and services.

na predstavljanje novih proizvoda i usluga.

The first is in the capital city of Brazil -- Brasilia.

Prvi, u glavom gradu Brazila - Braziliji.

And it reminds me that sometimes,

Podsjeća me da ponekad

you have to just focus on designing for a real need

morate kreirati za stvarnu potrebu,

at low friction.

gdje je najmanje otpora.

Now, Brasilia is fascinating.

Brazilija je očaravajući grad.

It was designed by Niemeyer in the '50s.

Dizajnirao ga je Niemeyer 50-ih godina.

It was the golden age of flying,

Bilo je to zlatno doba letenja avionom,

so he laid it out like a plane, as you can see there.

stoga je grad položio poput aviona, kao što vidite ovdje.

Slightly worryingly,

Malo zabrinjavajuće,

he put most of the important government buildings in the cockpit.

većinu važnih vladinih zgrada smjestio je naprijed u pilotsku kabinu.

But if you zoom in, in the very center of Brasilia,

No, ako uvećate prikaz, u centru Brazilije,

just where the point is there,

gdje se nalazi točka,

you see it's littered with desire paths.

vidite da je isprekidana prečacima.

They're absolutely everywhere.

Jednostavno su posvuda.

Now, they thought that they had future-proofed this design.

Mislili su da će cestama riješiti i buduću povezanost.

They thought in the future we wouldn't need to walk anywhere --

Mislili su da u budućnosti nećemo morati nigdje hodati,

we'd be able to drive --

vozit ćemo

so there was little need for walkways or pavements.

pa skoro da i neće biti potrebe za šetalištima ili pločnicima.

But as you can see, there's a real need.

No, kao što vidite, postoji potreba za njima.

These are very dangerous desire paths.

Ovo su vrlo opasni prečaci.

If we just pick one, in the middle,

Ako pogledamo samo ovog u sredini,

you can see it crosses 15 lanes of traffic.

vidite da sječe 15 prometnih traka.

It won't surprise you guys

Neće vas iznenaditi

that Brasilia has five times the pedestrian accident rate

da Brazilija ima pet puta višu stopu pješačkih nezgoda

of your average US city.

od prosječnog američkog grada.

People are resourceful.

Ljudi su snalažljivi.

They'll always find the low-friction route

Uvijek će naći lakši put

to save money, save time.

kako bi uštedjeli vrijeme i novac.

Not all these desire paths are dangerous,

Nisu svi ovi prečaci opasni,

I was reminded flying here when I was in Heathrow.

podsjetilo me to letivši ovdje, kada sam bio u zračnoj luci Heathrow.

Many of us get frustrated when we're confronted

Mnogo nas postane frustrirano kada naiđemo

with the obligatory walk through duty-free.

na obavezni prolazak kroz bescarinsku zonu.

It was amazing to me

Bilo mi je nevjerojatno

how many people refused to take the long, meandering path to the left,

koliko je ljudi odbilo ići dugim okolnim putem ulijevo,

and just cut through to the right,

već su samo presjekli put udesno,

cut through the desire path.

presjekli su željenim putem.

The question that's interesting is:

Zanimljivo pitanje ovdje je:

What do designers think when they see our behavior here?

što stručnjaci dizajna misle kada vide naše ponašanje ovdje?

Do they think we're stupid?

Misle li da smo glupi?

Do they think we're lazy?

Misle li da smo lijeni?

Or do they accept that this is the only truth?

Ili prihvaćaju da je ovo jedina istina?

This is their product.

Ovo je njihov proizvod.

We're effectively co-designing their product.

A mi učinkovito prilagođavamo njihov proizvod sebi.

So our job is to design for real needs at low friction,

Znači, moramo raditi za stvarne potrebe, gdje je najmanje otpora,

because if you don't, the customer will, anyway.

jer ako nećete vi, ionako će to učiniti korisnik.

The second desire path I wanted to share

Drugi primjer prečaca kojeg želim pokazati

is at the University of California.

je na kalifornijskom Sveučilištu.

And it reminds me

Ovo me podsjeća

that sometimes the best way to come up with a great design

da je ponekad najbolji način da se dođe do odličnog rješenja,

is just to launch it.

jednostavno predstaviti ga.

Now, university campuses are fantastic for spotting desire paths.

Sveučilišni kampusi su odličan primjer za uočavanje željenih puteva.

I think it's because students are always late and they're pretty smart.

Mislim da je to zato jer studenti uvijek kasne, ali su i pametni.

So they're dashing to lectures.

Jure na predavanja.

They'll always find the shortcut.

Uvijek će naći prečac.

And the designers here knew that.

I ovdje su dizajneri prostora to znali.

So they built the buildings

Zato su izgradili zgrade,

and then they waited a few months for the paths to form.

a onda pričekali par mjeseci da se putevi sami stvore.

They then paved them.

Tek tada su ih popločili.

(Laughter)

(Smijeh)

Incredibly smart approach.

Vrlo pametan pristup.

In fact, often, just launching the straw man of a service

Često, zapravo, samo izlaganje početne ideje

can teach you what people really want.

naučit će vas što ljudi zaista žele.

For example, Ayr Muir in Boston knew he wanted to open a restaurant.

Na primjer, Ayr Muir iz Bostona znao je da želi otvoriti restoran.

But where should it be?

No, na kojoj lokaciji?

What should the menu be?

Što bi trebalo biti na jelovniku?

He launched a service,

Pokrenuo je uslugu,

in this case a food truck,

u ovom slučaju, kombi za prodaju jela,

and he changed the location each day.

i svakog je dana mijenjao lokaciju.

He'd write a different menu on the side in a whiteboard marker

Sa strane bi napisao drugačiji jelovnik,

to figure out what people wanted.

kako bi vidio što ljudi žele.

He now has a chain of restaurants.

Danas ima lanac restorana.

So it can be incredibly efficient

Dakle, ovo može biti nevjerojatno učinkovito,

to launch something to spot the desire paths.

pokrenuti nešto da se uoče željeni putevi.

The third and final desire path I wanted to share with you

Treći i zadnji primjer koji sam vam želio pokazati,

is the UNIH.

Nacionalni zdravstveni institut.

It reminds me that the world's in flux,

Podsjeća me da je svijet u stalnom tijeku

and we have to respond to those changes.

i da moramo odgovoriti na te promjene.

So as you'll guess, this is a hospital.

Pogađate, radi se o bolnici.

I've marked for you on the left the Oncology Department.

Na lijevoj strani označio sam onkološki odjel.

The patients would usually stay in the hotels down on the bottom right.

Pacijenti bi obično boravili u hotelima koje vidite dolje desno.

This was a patient-centered organization,

Ovoj ustanovi su pacijenti primarna briga,

so they laid on cars for their patients.

stoga su za njih osigurali vozila.

But what they realized when they started offering chemotherapy

No, kada su počeli nuditi kemoterapiju, shvatili su

is the patients rarely wanted to get in cars.

da pacijenti rijetko kada žele ići autom.

They were too nauseous, so they'd walk back to their hotels.

Bilo im je suviše mučno pa su radije prošetali natrag do hotela.

This desire path that you see diagonally, formed.

To je ovaj kraći put koji ide poprečno.

The patients even called it "The Chemo Trail."

Pacijenti su ga čak i nazvali Kemo staza.

Now, when the hospital saw this originally,

Kada su u bolnici to prvotno vidjeli,

they tried to lay turf back over it, ignore it.

pokušali su to prekriti i ignorirati.

But after a while, they realized it was an important need

Nakon nekog vremena, shvatili su da je to važno

they were meeting for their patients,

za potrebe njihovih pacijenata

so they paved it.

pa su taj dio popločili.

And I think our job is often to pave these emerging desire paths.

I mislim da je često naš posao asfaltirati te novo stvorene prečace.

If we look back at the one in North London again,

Ako se opet vratimo na primjer u sjevernom Londonu,

that desire path hasn't always been there.

taj prečac nije uvijek bio tamo.

The reason it sprung up

Razlog zašto se pojavio

is people were traveling to the mighty Arsenal Football Club stadium

bio je taj što su ljudi tim putem išli do stadiona Arsenala

on game days,

kada su utakmice,

from the Underground station you see on the bottom right.

od stanice podzemne željeznice ovdje dolje desno.

So you see the desire path.

Vidite prečac.

If we just wind the clock back a few years,

Ako se samo vratimo nekoliko godina unatrag,

when the stadium was being constructed,

dok se stadion gradio,

there is no desire path.

tog prečaca još nema.

So our job is to watch for these desire paths emerging,

Stoga je naš posao pratiti gdje nastaju ti poprečni putevi

and, where appropriate, pave them,

i popločiti ih tamo gdje je prikladno,

as someone did here.

kao što je ovdje to netko učinio.

Someone installed a barrier,

Netko je postavio prepreku,

people started walking across and round the bottom as you see,

ljudi su je, kao što vidite, prelazili i zaobilazili

and they paved it.

pa popločili.

(Laughter)

(Smijeh)

But I think this is a wonderful reminder as well,

Mislim da je ovo i predivan podsjetnik

that, actually, the world is in flux.

da je svijet u stalnom tijeku,

neprestano se mijenja,

It's constantly changing,

because if you look at the top of this image,

jer ako pogledate sliku ovdje gore,

there's another desire path forming.

već nastaje novi poprečni put.

So these three desire paths remind me

Ova tri primjera me podsjećaju

we need to design for real human needs.

da trebamo rješenja za stvarne potrebe čovjeka.

I think empathy for what your customers want

Mislim da je empatija, za ono što korisnici žele,

is probably the biggest leading indicator of business success.

vjerojatno najveći, vodeći pokazatelj poslovnog uspjeha.

Design for real needs

Stvarati za realne potrebe

and design them in low friction,

i gdje će biti najmanje otpora,

because if you don't offer them in low friction,

jer ako im vi ne ponudite takvo rješenje,

someone else will, often the customer.

ponudit će netko drugi, često i sam korisnik.

Secondly, often the best way to learn what people really want

Drugo, najbolji način da naučimo što ljudi zaista žele,

is to launch your service.

često je pokretanje same usluge.

The answer is rarely inside the building.

Rijetko kada je odgovor unutar zgrade.

Get out there and see what people really want.

Izađite i vidite što ljudi zaista žele.

And finally, in part because of technology,

I na kraju, djelomično i zbog tehnologije,

the world is incredibly flux at the moment.

svijet je trenutno u nevjerojatnoj promjeni.

It's changing constantly.

Neprestano se mijenja.

These desire paths are going to spring up faster than ever.

Ti novi poprečni putevi pojavljivat će se brže nego ikada.

Our job is to pick the appropriate ones

Naš posao je da odaberemo one prikladne

and pave over them.

i popločimo ih.

Thank you very much.

Puno vam hvala.

(Applause)

(Pljesak)