Tim Brown urges designers to think big

Prevoditelj: Vladimir Perković Recezent: Mislav Ante Omazić - EFZG

I'd like to talk a little bit this morning

Ovo jutro bih htio malo popričati s vama

about what happens if we move from design

o tome što se događa kada se odmaknemo od dizajna

to design thinking.

prema dizajnu razmišljanja.

Now this rather old photo up there

Ova prilično stara slika prikazana gore

is actually the first project I was ever hired to do,

je, u stvari, prvi projekt na kojem sam radio.

something like 25 years ago.

Prije otprilike 25 godina.

It's a woodworking machine, or at least a piece of one,

To je stroj za obradu drveta, ili barem jedan njegov dio.

and my task was to

Moj zadatak je bio

make this thing a little bit more modern,

napraviti ga malo modernijim

a little bit easier to use.

i lakšim za korištenje.

I thought, at the time, I did a pretty good job.

U to vrijeme sam mislio kako sam napravio prilično dobar posao.

Unfortunately, not very long afterwards

Nažalost, ne dugo nakon toga

the company went out of business.

poduzeće je propalo.

This is the second project that I did. It's a fax machine.

Ovo je drugi projekt koji sam napravio. To je telefaks.

I put an attractive shell around some new technology.

Napravio sam privlačnu ljusku oko nove tehnologije.

Again, 18 months later,

Ponovno, nakon 18 mjeseci

the product was obsolete.

proizvod je zastario.

And now, of course, the whole technology is obsolete.

Naravno, danas je ta cijela tehnologija zastarjela.

Now, I'm a fairly slow learner,

Sada, ja prilično sporo učim,

but eventually it occurred to me that

ali s vremenom mi je palo na pamet

maybe what passed for design

možda ono što se smatra dizajnom

wasn't all that important --

i nije bilo toliko bitno --

making things more attractive,

činjenje stvari malo privlačnijima,

making them a bit easier to use,

malo lakšima za korištenje,

making them more marketable.

malo lakšima za prodaju.

By focusing on a design,

Fokusirajući se na dizajn

maybe just a single product,

i možda samo na jedan proizvod,

I was being incremental

bio sam inkrementalan

and not having much of an impact.

i nisam imao veliki učinak.

But I think this small view of design

Mislim kako je ovako uzak pogled na dizajn

is a relatively recent phenomenon,

relativno nedavan fenomen

and in fact really emerged

koji se pojavio

in the latter half of the 20th century

u drugoj polovici 20. stoljeća

as design became a tool of consumerism.

kada je dizajn postao oruđe konzumerizma.

So when we talk about design today,

Danas kada pričamo o dizajnu,

and particularly when we read about it in the popular press,

a posebno kada čitamo u popularnom tisku

we're often talking about products like these.

često govorimo o proizvodima kao što su ovi.

Amusing? Yes. Desirable? Maybe.

Zabavno? Da. Poželjno? Možda.

Important? Not so very.

Važno? Baš i ne.

But this wasn't always the way.

Ali nije uvijek bilo tako.

And I'd like to suggest that if we take

Predložio bih da pogledamo

a different view of design,

dizajn na drugi način

and focus less on the object

i fokusiramo se manje na objekt,

and more on design thinking as an approach,

a više na dizajn razmišljanja kao pristup

that we actually might see the result in a bigger impact.

kojim bismo mogli postići rezultate s većim učinkom.

Now this gentleman, Isambard Kingdom Brunel,

Ovaj gospodin, Isambard Kingdom Brunel,

designed many great things in his career in the 19th century,

dizajnirao je mnoge sjajne stvari tijekom svoje karijere u 19. stoljeću

including the Clifton suspension bridge in Bristol

uključujući viseći most Clifton u Bristolu,

and the Thames tunnel at Rotherhithe.

kao i tunel ispod Temze u Rotherhitheu.

Both great designs and actually very innovative too.

Oba djela predstavljaju sjajan i inovativan dizajn.

His greatest creation

Njegovo najveće ostvarenje

runs actually right through here in Oxford.

prolazi upravo ovdje kroz Oxford.

It's called the Great Western Railway.

Zove se Great Western Railway (Velika zapadna željeznica).

And as a kid I grew up very close to here,

Odrastao sam u blizini ovog mjesta.

and one of my favorite things to do

Jedna od omiljenih stvari

was to cycle along by the side of the railway

mi je bila vožnja biciklom uz prugu

waiting for the great big express trains to roar past.

i čekanje kako bi veliki ekspres vlakovi protutnjali.

You can see it represented here in J.M.W. Turner's painting,

Možete to vidjeti na slici J. M. W. Turnera

"Rain, Steam and Speed".

"Kiša, para i brzina".

Now, what Brunel said that he wanted to achieve for his passengers

Brunel je rekao kako želi postići da njegovi putnici

was the experience of floating across the countryside.

imaju osjećaj lebdenja po krajoliku.

Now, this was back in the 19th century.

A to je bilo u 19. stoljeću.

And to do that meant creating the flattest gradients

To je značilo izgradnju najmanjih nagiba

that had ever yet been made,

koji su ikada napravljeni.

which meant building long viaducts across river valleys --

To je zahtjevalo izgradnju dugih vijadukta preko riječnih kotlina --

this is actually the viaduct across the Thames at Maidenhead --

ovo je u stvari vijadukt preko rijeke Temze u Maidenheadu --

and long tunnels such as the one at Box, in Wiltshire.

i dugih tunela kao što je onaj u Boxu, Wiltshire.

But he didn't stop there. He didn't stop

No tu nije bio kraj. Nije mu bilo dovoljno

with just trying to design the best railway journey.

dizajnirati samo najbolje putovanje željeznicom.

He imagined an integrated transportation system

Zamislio je integrirani transportni sustav

in which it would be possible for a passenger to embark

u kojem bi se putnik ukrcao

on a train in London

na vlak u Londonu

and disembark from a ship in New York.

i iskrcao se s broda u New Yorku.

One journey from London to New York.

Jedna vožnja iz Londona u New York.

This is the S.S. Great Western that he built

Ovo je parobrod Great Western koji je sagradio

to take care of the second half of that journey.

za drugi dio toga puta.

Now, Brunel was working 100 years before

Brunel je radio 100 godina prije

the emergence of the design profession,

pojave dizajnerskog zvanja.

but I think he was using design thinking

Ali mislim kako je koristio dizajn razmišljanja

to solve problems and to create world-changing innovations.

kako bi riješio probleme i stvorio inovacije koje mijenjaju svijet.

Now, design thinking begins with what Roger Martin,

Dizajn razmišljanja počinje s onim što Roger Martin,

the business school professor at the University of Toronto,

profesor poslovne škole na Sveučilištu u Torontu,

calls integrative thinking.

naziva integrativno razmišljanje.

And that's the ability to exploit opposing ideas

To je sposobnost iskorištavanja suprotstavljenih ideja

and opposing constraints

i suprotnih ograničenja

to create new solutions.

u svrhu kreiranja novih rješenja.

In the case of design, that means

U slučaju dizajna to predstavlja

balancing desirability, what humans need,

balansiranje poželjnosti, onoga što ljudi trebaju,

with technical feasibility,

sa tehničkom izvodljivosti,

and economic viability.

i ekonomskom održivosti.

With innovations like the Great Western,

Pomoću inovacija kao što je Great Western

we can stretch that balance to the absolute limit.

taj balans se može rastegnuti do apsolutnog maksimuma.

So somehow, we went from this to this.

Nekako smo došli s ovoga, na ovo.

Systems thinkers who were reinventing the world,

Sa sustavnih mislilaca koji su mijenjali svijet

to a priesthood of folks in black turtlenecks and designer glasses

na kastu ljudi u crnim dolčevitama i dizajnerskim naočalama

working on small things.

koji rade na malim stvarima.

As our industrial society matured,

Kako je naše industrijsko društvo sazrijevalo

so design became a profession

dizajn je postao zvanje

and it focused on an ever smaller canvas

i fokusirao se na sve manje područje

until it came to stand for aesthetics,

sve dok nije došao do estetike,

image and fashion.

imidža i mode.

Now I'm not trying to throw stones here.

Ne pokušavam sipati drvlje i kamenje na nikoga.

I'm a fully paid-up member of that priesthood,

Ja sam punopravni član te kaste.

and somewhere in here I have my designer glasses.

Negdje ovdje su mi i dizajnerske naočale.

There we go.

Evo ih.

But I do think that perhaps design

Ali svejedno mislim kako dizajn

is getting big again.

ponovno postaje velik.

And that's happening through

To se događa kroz

the application of design thinking

primjenu dizajna razmišljanja

to new kinds of problems --

na nove probleme --

to global warming, to education,

na globalno zatopljavanje, na obrazovanje,

healthcare, security, clean water, whatever.

zdravstvo, osiguranje, čistu voda, bilo što.

And as we see this reemergence of design thinking

Dok gledamo ponovno pojavljivanje dizajna razmišljanja

and we see it beginning to tackle new kinds of problems,

i dok gledamo kako se time rješavaju nove vrste problema,

there are some basic ideas that I think we can observe that are useful.

postoje neke osnovne korisne ideje koje možemo uočiti.

And I'd like to talk about some of those

Htio bih popričati o nekoliko njih

just for the next few minutes.

idućih par minuta.

The first of those is that design is

Prva od njih je kako je dizajn

human-centered.

orijentiran na ljude.

It may integrate technology and economics,

On možda integrira tehnologiju i ekonomiju,

but it starts with what humans need, or might need.

ali kreće s ljudskom potrebom ili možebitnom potrebom.

What makes life easier, more enjoyable?

Što čini život lakšim i ugodnijim?

What makes technology useful and usable?

Što čini tehnologiju korisnom i primjenjivom?

But that is more than simply good ergonomics,

To je puno više od dobre ergonomičnosti

putting the buttons in the right place.

ili stavljanja tipki na pravo mjesto.

It's often about understanding culture and context

On je često o razumijevanju kulture i konteksta,

before we even know where to start to have ideas.

čak i prije nego znamo odakle započeti imati ideje.

So when a team was working on a new vision screening program in India,

Dakle, dok je tim koji je radio na programu testiranja vida u Indiji,

they wanted to understand what the aspirations

htjeli su razumjeti koje su ambicije

and motivations were of these school children

i motivacije te školske djece

to understand how they might play a role

kako bi shvatili koju ulogu bi mogli odigrati

in screening their parents.

u probiranju njihovih roditelja.

Conversion Sound has developed a high quality,

Conversion Sound je razvio visokokvalitetno,

ultra-low-cost digital hearing aid

niskobudžetno, digitalno, slušno pomagalo

for the developing world.

za zemlje u razvoju.

Now, in the West we rely on highly trained technicians

Na zapadu se oslanjamo na visokokvalificirane tehničare

to fit these hearing aids.

da namjeste te uređaje za slušanje.

In places like India, those technicians simply don't exist.

U zemlji kao što je Indija, takvi tehničari uopće ne postoje.

So it took a team working in India

Tako da je tim u Indiji radio

with patients and community health workers

s pacijentima i zdravstvenim radnicima u zajednici

to understand how a PDA

kako bi shvatili kako pomoću PDA računala

and an application on a PDA

i aplikacije

might replace those technicians

mogu zamijeniti tehničare

in a fitting and diagnostic service.

kod postavljanja uređaja i dijagnostičkih usluga.

Instead of starting with technology,

Umjesto da krenu od tehnologije,

the team started with people and culture.

tim je krenuo od ljudi i kulture.

So if human need is the place to start,

Ako se krene od ljudske potrebe

then design thinking rapidly moves on to

tada nas dizajn razmišljanjem vrlo brzo vodi

learning by making.

učenju kroz stvaranje.

Instead of thinking about what to build,

Umjesto da se razmišlja o tome što napraviti,

building in order to think.

stvara se kako bi se razmišljalo.

Now, prototypes speed up the process of innovation,

Prototipovi ubrzavaju proces inovacije,

because it is only when we put our ideas out into the world

jer tek onda kada prenesemo svoje ideje u stvarni svijet

that we really start to understand their strengths and weaknesses.

počinjemo razumijevati njegove prednosti i nedostatke.

And the faster we do that,

Što brže to činimo,

the faster our ideas evolve.

naše ideje brže evoluiraju.

Now, much has been said and written about

Mnogo je toga rečeno i napisano o

the Aravind Eye Institute in Madurai, India.

očnom institutu u Maduraiju, Indija.

They do an incredible job of serving very poor patients

Rade nevjerojatan posao pomažući siromašnim pacijentima

by taking the revenues from those who can afford to pay

tako da naplaćuju onima koji mogu platiti

to cross-subsidize those who cannot.

i time subvencioniraju one koje ne mogu.

Now, they are very efficient,

Osim što su učinkoviti,

but they are also very innovative.

oni su i inovativni.

When I visited them a few years ago,

Kada sam ih posjetio prije nekoliko godina

what really impressed me was their willingness

impresionirala me njihova želja

to prototype their ideas very early.

da vrlo rano naprave prototip svojih ideja.

This is the manufacturing facility

Ovo je proizvodni pogon

for one of their biggest cost breakthroughs.

u kojem se radi jedno od njihovih najvećih cjenovnih dostignuća.

They make their own intraocular lenses.

Rade vlastite intraokularne leće.

These are the lenses that replace those

To su leće koje zamjenjuju one

that are damaged by cataracts.

koje su oštećene očnom mrenom.

And I think it's partly their prototyping mentality

Mislim da je njihova želja za izradom prototipa

that really allowed them to achieve the breakthrough.

ono što im je omogućilo napredak.

Because they brought the cost down

Spustili su cijenu

from $200 a pair,

s 200 dolara za par

down to just $4 a pair.

na samo četiri dolara za par.

Partly they did this by instead of building

Djelomično su to učinili tako što umjesto gradnje

a fancy new factory,

nove luksuzne tvornice

they used the basement of one of their hospitals.

koriste podrum jedne od svojih bolnica.

And instead of installing the large-scale machines

Umjesto da instaliraju masivne strojeve

used by western producers,

koje koriste zapadni proizvođači

they used low-cost CAD/CAM prototyping technology.

koristili su niskobudžetnu CAD/CAM tehnologiju za izradu prototipa.

They are now the biggest manufacturer of these lenses in the developing world

Sada su najveći proizvođač leća u zemljama u razvoju,

and have recently moved into a custom factory.

a nedavno su se preselili u prilagođenu tvornicu.

So if human need is the place to start,

Ako je ljudska potreba mjesto odakle krećemo,

and prototyping, a vehicle for progress,

a izrada prototipa vozilo kojim napredujemo,

then there are also some questions to ask about the destination.

onda se također trebamo zapitati o odredištu.

Instead of seeing its primary objective as consumption,

Umjesto da uzima potrošnju kao primarnu svrhu,

design thinking is beginning to explore the potential of participation --

dizajn razmišljanja istražuje potencijal sudjelovanja.

the shift from a passive relationship

Skreće s pasivnog odnosa

between consumer and producer

potrošača i proizvođača

to the active engagement of everyone

prema aktivnom sudjelovanju svih

in experiences that are meaningful,

u iskustvima koja su smislena,

productive and profitable.

produktivna i profitabilna.

So I'd like to take the idea that Rory Sutherland talked about,

Htio bih posuditi ideju o kojoj je pričao Rory Sutherland,

this notion that intangible things are worth perhaps more than physical things,

stanovište kako su nematerijalne stvari vrednije od materijalnih,

and take that a little bit further and say that

i otići malo dalje i reći kako

I think the design of participatory systems,

mislim da dizajn participativnih sustava,

in which many more forms of value

u kojima se novi oblici vrijednosti,

beyond simply cash

osim samo novca,

are both created and measured,

stvaraju i mjere,

is going to be the major theme, not only for design,

biti glavna tema, ne samo za dizajn,

but also for our economy as we go forward.

nego i za ekonomiju budućnosti.

So William Beveridge, when he wrote the first of his famous reports in 1942,

Kada je napisao prvi od svojih slavnih izvješća 1942., William Beveride

created what became Britain's welfare state

je stvorio britansku socijalnu državu

in which he hoped that every citizen

te se nadao kako će svaki građanin

would be an active participant

biti aktivni sudionik

in their own social well-being.

u svojoj socijalnoj dobrobiti.

By the time he wrote his third report,

Dok je napisao svoje treće izvješće

he confessed that he had failed

priznao je da nije uspio

and instead had created a society of welfare consumers.

i da je stvorio društvo ovisnika o socijalnoj pomoći.

Hilary Cottam, Charlie Leadbeater,

Hillary Cottam, Charlie Ledbetter

and Hugo Manassei of Participle

i Hugo Manassei, osnivači Participle-a

have taken this idea of participation,

su preuzeli tu ideju sudjelovanja

and in their manifesto entitled Beveridge 4.0,

i u svom manifestu nazvanom Beveridge 4.0,

they are suggesting a framework

oni su predložili okvir

for reinventing the welfare state.

za preobražaj socijalne države.

So in one of their projects called Southwark Circle,

U jednom od njihovih projekata nazvanom Southwark Circle,

they worked with residents in Southwark, South London

oni su radili sa stanovnicima Southwarka u južnom Londonu,

and a small team of designers

i malim timom dizajnera

to develop a new membership organization

kako bi razvili novu organizaciju

to help the elderly with household tasks.

koja bi pomogla starijima s kućanskim poslovima.

Designs were refined and developed

Dizajn je razvijen i poboljšan

with 150 older people and their families

sa 150 starijih osoba i njihovim obiteljima

before the service was launched earlier this year.

prije nego je usluga pokrenuta ranije ove godine.

We can take this idea of participation

Možemo uzeti ovu ideju o participaciji

perhaps to its logical conclusion

i možda logično zaključiti kako dizajn

and say that design may have its greatest impact

ima najveći utjecaj,

when it's taken out of the hands of designers

kada se uzme iz ruku dizajnera

and put into the hands of everyone.

i preda u ruke svima.

Nurses and practitioners at U.S. healthcare system

Medicinske sestre i stručnjaci u američkom zdravstvenom udruženju

Kaiser Permanente

Kaiser Permanente

study the topic of improving the patient experience,

istražuju temu poboljšavanja iskustva pacijenta.

and particularly focused on the way that they exchange knowledge

Posebno su usredotočeni na način na koji razmjenjuju znanja

and change shift.

o promjeni smjena.

Through a program of observational research,

Kroz program opservacijskih istraživanja,

brainstorming new solutions and rapid prototyping,

brainstorming i brzu izradu prototipa,

they've developed a completely new way to change shift.

razvili su potpuno novi način promjene smjene.

They went from retreating to the nurse's station

Umjesto odlaska u sestrinske prostorije

to discuss the various states and needs of patients,

kako bi raspravljali o statusu i potrebama pacijenata

to developing a system that happened on the ward

razvili su proces koji se odvija na odjelu

in front of patients, using a simple software tool.

pred pacijentima, koristeći se jednostavnim softverom.

By doing this they brought the time that they were away from patients

Na taj način su vrijeme u kojem su odsutni od pacijenata

down from 40 minutes to 12 minutes, on average.

smanjili u prosjeku s 40 na 12 minuta.

They increased patient confidence and nurse happiness.

Time su povećali samopouzdanje pacijenata i sreću sestara.

When you multiply that by all the nurses

Pomnožite li to sa svim sestrama

in all the wards in 40 hospitals in the system,

na svim odjelima u 40 bolnica koje su u sustavu,

it resulted, actually, in a pretty big impact.

rezultat je prilično velik.

And this is just one of thousands

To je jedna od mogućnosti

of opportunities in healthcare alone.

samo u zdravstvu.

So these are just some of the kind of basic ideas

To su bile neke od osnovnih ideja

around design thinking

oko dizajna razmišljanjem

and some of the new kinds of projects

i neki novi projekti

that they're being applied to.

na koje se primjenjuju.

But I'd like to go back to Brunel here,

Htio bih se vratiti na razmišljanja o Brunelu

and suggest a connection that might explain why this is happening now,

i predložiti vezu koja bi mogla objasniti zašto se ovo događa upravo sada,

and maybe why design thinking is a useful tool.

i zašto je dizajn razmišljanjem koristan alat.

And that connection is change.

Ta poveznica je promjena.

In times of change we need

U vrijeme promjena trebaju nam

new alternatives, new ideas.

nove opcije, nove ideje.

Now, Brunel worked at the height of the Industrial Revolution,

Brunel je radio na vrhuncu industrijske revolucije

when all of life and our economy

kada su naši životi i ekonomija

was being reinvented.

bili preobraženi.

Now the industrial systems of Brunel's time have run their course,

Danas su industrijski sustavi Brunelovog vremena pri kraju

and indeed they are part of the problem today.

te su dio problema.

But, again, we are in the midst of massive change.

Ali, opet smo u središtu masivnih promjena.

And that change is forcing us to question

Te nas promjene tjeraju da propitkujemo

quite fundamental aspects of our society --

fundamentalne aspekte našeg društva --

how we keep ourselves healthy, how we govern ourselves,

kako se održavamo zdravima, kako vladamo,

how we educate ourselves, how we keep ourselves secure.

kako se obrazujemo, kako se održavamo sigurnima.

And in these times of change, we need these new choices

A u ovim vremenima promjena trebaju nam nove opcije

because our existing solutions are simply becoming obsolete.

jer su nam prijašnja rješenja zastarjela.

So why design thinking?

Zašto uopće dizajn razmišljanjem?

Because it gives us a new way of tackling problems.

Jer nam daje novi način za rješavanje problema.

Instead of defaulting to our normal convergent approach

Umjesto da koristimo uobičajeni konvergentni pristup

where we make the best choice out of available alternatives,

gdje odabiremo najbolji način od svih mogućih,

it encourages us to take a divergent approach,

potiče nas da krenemo divergentnim putem

to explore new alternatives, new solutions,

gdje istražujemo nove načine, rješenja

new ideas that have not existed before.

i nove ideje koje nikada nisu ni postojale.

But before we go through that process of divergence,

Prije nego krenemo kroz proces divergencije

there is actually quite an important first step.

postoji jako važan prvi korak.

And that is, what is the question that we're trying to answer?

I to je, na koje pitanje pokušavamo dati odgovor?

What's the design brief?

Što je srž dizajna?

Now Brunel may have asked a question like this,

Brunel je mogao postaviti ovakvo pitanje:

"How do I take a train from London to New York?"

"Kako da vlakom dođem iz Londona u New York?"

But what are the kinds of questions that we might ask today?

Koja su pitanja koja možemo danas postaviti?

So these are some that we've been asked to think about recently.

Ovo su neka pitanja o kojima smo nedavno morali razmisliti.

And one in particular, is one that we're working on with the Acumen Fund,

Konkretno, na jednom trenutačno surađujemo sa Acumen Fondom

in a project that's been funded by the Bill and Melinda Gates Foundation.

na projektu koji je financiran od strane zaklade Billa i Melinde Gates.

How might we improve access to safe drinking water

Kako možemo poboljšati pristup pitkoj vodi

for the world's poorest people,

najsiromašnijim ljudima na svijetu,

and at the same time stimulate innovation

i u isto vrijeme potaknemo inovacije

amongst local water providers?

među lokalnim opskrbljivačima vode?

So instead of having a bunch of American designers

Umjesto da grupa američkih dizajnera

come up with new ideas that may or may not have been appropriate,

osmišlja ideje koje mogu, ali ne moraju biti odgovarajuće,

we took a sort of more open, collaborative and participative approach.

odlučili smo se za neku vrstu otvorenijeg, kolaborativnog i participativnog pristupa.

We teamed designers and investment experts up with

Povezali smo dizajnere i investicijske stručnjake sa

11 water organizations across India.

11 opskrbljivača vode u Indiji.

And through workshops they developed

Putem radionica razvili su

innovative new products, services, and business models.

nove inovativne proizvode, usluge i poslovne modele.

We hosted a competition

Organizirali smo natjecanje

and then funded five of those organizations

i onda financirali pet od tih organizacija

to develop their ideas.

kako bi mogli razviti svoje ideje.

So they developed and iterated these ideas.

Oni su ih razvili i prilagodili.

And then IDEO and Acumen spent several weeks working with them

IDEO i Acumen su proveli nekoliko tjedana radeći s njima

to help design new social marketing campaigns,

kako bi razvili nove društvene marketinške kampanje,

community outreach strategies, business models,

strategije za pomoć zajednici, poslovne modele,

new water vessels for storing water

nove spremnike za skladištenje vode,

and carts for delivering water.

kao i kolica za dostavu vode.

Some of those ideas are just getting launched into the market.

Neke od tih ideja se upravo izbacuju na tržište.

And the same process is just getting underway

Isti proces se upravo pokreće

with NGOs in East Africa.

pomoću nevladinih organizacija u istočnoj Africi.

So for me, this project shows

Za mene ovaj projekt pokazuje

kind of how far we can go from

koliko daleko možemo otići

some of those sort of small things

od onih malih stvari

that I was working on

na kojima sam radio

at the beginning of my career.

na početku svoje karijere.

That by focusing on the needs of humans

Fokusirajući se na ljudsku potrebu,

and by using prototypes

koristeći prototipe

to move ideas along quickly,

kako bi brže razvili ideje,

by getting the process out of the hands of designers,

pomicanjem procesa dizajna iz ruku dizajnera

and by getting the active participation of the community,

i uključivanjem zajednice u rad

we can tackle bigger and more interesting questions.

možemo rješavati veće i zanimljivije probleme.

And just like Brunel, by focusing on systems,

Kao i Brunel, fokusirajući se na sustave

we can have a bigger impact.

možemo imati veći utjecaj.

So that's one thing that we've been working on.

To je jedna od stvari na kojima smo radili.

I'm actually really quite interested, and perhaps more interested

Prilično sam zainteresiran, zapravo jako sam zainteresiran

to know what this community thinks we could work on.

što ova zajednica misli na čemu bismo mogli raditi.

What kinds of questions do we think

Na koja pitanja mislimo

design thinking could be used to tackle?

da dizajn razmišljanjem može dati odgovore?

And if you've got any ideas

Ako imate ikakve ideje

then feel free, you can post them to Twitter.

slobodno ih pošaljite na Twitter.

There is a hash tag there that you can use, #CBDQ.

Hash oznaka koju možete koristiti je #CBDQ.

And the list looked something like this a little while ago.

Lista je nedavno izgledala ovako nekako.

And of course you can search to find the questions that you're interested in

Naravno, možete ju koristiti i da pronađete odgovore na pitanja koja vas zanimaju

by using the same hash code.

koristeći istu hash oznaku.

So I'd like to believe that design thinking

Ja bih volio vjerovati da dizajn razmišljanjem

actually can make a difference,

može napraviti razliku,

that it can help create new ideas

može pomoći u stvaranju novih ideja

and new innovations,

i novih inovacija

beyond the latest High Street products.

osim najnovijih pomodnih proizvoda.

To do that I think we have to take a more expansive view of design,

Kako bi to napravili moramo imati širi pogled na dizajn

more like Brunel, less a domain of a professional priesthood.

više kao Brunel, a manje kao domenu profesionalne kaste.

And the first step is to start asking the right questions.

Prvi korak u tome je postavljanje pravih pitanja.

Thank you very much.

Puno hvala.

(Applause)

(pljesak)