Timothy Prestero: Design for people, not awards

Translator: Timothy Covell Reviewer: Morton Bast

Prevoditelj: Tanja Komarac Recezent: Suzana Baric

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

Imam odličnu ideju koja će promijeniti svijet.

Fantastična je i oduševit će vas.

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

To je moje lijepo dijete.

It's my beautiful baby.

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

Svi vole lijepu djecu.

I mean, I was a beautiful baby.

I ja sam bio lijepo dijete.

Ovo smo moj tata i ja nekoliko dana nakon mog rođenja.

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

So in the world of product design,

U svijetu industrijskog dizajna,

lijepo dijete je kao prototip automobila.

the beautiful baby's like the concept car.

It's the knockout.

To je nešto izuzetno lijepo.

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

Vidite ga i pomislite: "Moj Bože. Odmah bih to kupio."

So why is it that this year's new cars

Dakle, zašto ovogodišnji novi automobili

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

izgledaju gotovo jednako kao prošlogodišnji novi automobili?

(Laughter)

(Smijeh)

What went wrong between the design studio and the factory?

Dakle, što se dogodilo između dizajnerskog ateljea i tvornice?

Danas ne želim govoriti o lijepoj djeci,

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

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

želim govoriti o neugodnom pubertetu dizajna,

those sort of dorky teenage years

onim šmokljanskim tinejdžerskim godinama

kad pokušavate shvatiti kako svijet funkcionira.

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

Započet ću s primjerom iz istraživanja koje smo radili na zdravlju novorođenčadi.

I'm going to start with an example

from some work that we did on newborn health.

So here's a problem:

Evo problema:

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

četiri milijuna djece diljem svijeta,

najviše u zemljama u razvoju,

umire prije svog prvog rođendana,

die every year before their first birthday,

even before their first month of life.

čak i prije prvog mjeseca života.

It turns out half of those kids,

Ispostavilo se da bi polovica te djece, oko 1.8 milijun novorođenčadi diljem svijeta,

or about 1.8 million newborns around the world,

would make it if you could just keep them warm

preživjela kad bismo im mogli održavati toplinu

prva tri dana, možda prvih tjedan dana.

for the first three days, maybe the first week.

Dakle, ovo je jedinica za intenzivnu njegu novorođenčadi u Katmanduu, u Nepalu.

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

All of these kids in blankets belong in incubators --

Sva ova djeca u dekicama trebala bi biti u inkubatorima --

something like this.

nečemu poput ovoga. Ovo je donirani japanski inkubator Atom

This is a donated Japanese Atom incubator

that we found in a NICU in Kathmandu.

koji smo pronašli na odjelu neonatalne skrbi u Katmanduu.

To je ono što želimo.

This is what we want.

Probably what happened is a hospital in Japan upgraded their equipment

Vjerojatno je bolnica u Japanu poboljšala svoju opremu,

and donated their old stuff to Nepal.

a staru donirala Nepalu.

Problem je da se bez tehničara i rezervnih dijelova

The problem is, without technicians, without spare parts,

donations like this very quickly turn into junk.

donacije poput ove vrlo brzo pretvore u smeće.

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

Dakle, ovo se činilo kao problem koji možemo riješiti.

Držati djecu na toplom tjedan dana,

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

nije kvantna fizika.

Pa smo započeli.

So we got started.

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

Postali smo partneri s vodećim institutom za medicinska istraživanja ovdje u Bostonu.

Mjesecima smo provodili istraživanja na korisnicima u inozemstvu,

We conducted months of user research overseas,

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

pokušavajući razmišljati kao dizajneri, dizajn sa čovjekom u središtu.

"Let's figure out what people want."

Pokušajmo shvatiti što ljudi žele.

We killed thousands of Post-it notes.

Potrošili smo tisuće ljepljivih papirića.

We made dozens of prototypes to get to this.

Napravili smo desetke prototipa da bi došli do ovoga.

Dakle, ovo je NeoNurture Infant inkubator,

So this is the NeoNurture infant incubator,

u koji je ugrađeno dosta pameti. I osjećali smo se odlično.

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

So the idea here is, unlike the concept car,

Dakle, ideja je da za razliku od prototipa automobila,

we want to marry something beautiful

želimo spojiti nešto lijepo

with something that actually works.

s nečime što uistinu radi.

And our idea is that this design

Naša ideja je da taj dizajn

would inspire manufacturers and other people of influence

inspirira proizvođače i druge utjecajne ljude

to take this model and run with it.

da uzmu taj model i pokrenu ga.

Postoji i loša vijest:

Here's the bad news:

the only baby ever actually put inside the NeoNurture incubator

Jedino dijete koje je zaista stavljeno u NeoNurture inkubator

bio je ovaj klinac, tijekom fotografiranja za časopis Time.

was this kid during a Time magazine photo shoot.

Priznanje je odlično.

So recognition is fantastic.

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

Želimo da dizajn izađe van da bi ga ljudi vidjeli.

It won lots of awards.

Osvojio je mnogo nagrada.

No, djelovale su kao utješna nagrada.

But it felt like a booby prize.

Željeli smo napraviti lijepe stvari koje će svijet učiniti boljim mjestom,

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.

a mislim da ovo dijete nije niti bilo dovoljno dugo unutra da bi se zagrijalo.

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

Čini se da dizajn za inspiraciju,

zapravo --

Želim reći da je, za nas, za ono što želim raditi,

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

ili presporo ili ne funkcionira, nedjelotvorno je.

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

So, really, I want to design for outcomes.

Dakle, zapravo želim dizajnirati za rezultate.

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

Ne želim stvarati lijepe stvari.

Želim učiniti svijet boljim.

Dakle, kad smo dizajnirali NeoNurture,

So when we were designing NeoNurture,

posvetili smo puno pažnje ljudima koji će ga koristiti --

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

na primjer, siromašne obitelji, liječnici u ruralnim područjima,

for example, poor families, rural doctors,

preopterećene medicinske sestre, čak i tehničari za popravke.

overloaded nurses, even repair technicians.

Mislili smo da smo na sve mislili, da smo sve dobro napravili.

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

Međutim, ispalo je da postoji cijela gomila ljudi

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

koja treba biti uključena u proizvod da bi bio uspješan:

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

proizvodnja, financiranje, distribucija, propisi.

manufacturing, financing, distribution, regulation.

Michael Free u PATH-u kaže da trebaš shvatiti tko će "odabrati, koristiti i platiti pristojbu"

Michael Free at PATH says you have to figure out

who will "choose, use and pay the dues"

for a product like this.

za ovakav proizvod.

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

Moram postaviti pitanje --

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

Predsjednici odbora uvijek pitaju: "Gospodine, koji je Vaš posao, tko su Vaši klijenti?"

Who is our customer?

Tko je naš klijent? Evo primjera.

Well, here's an example.

This is a Bangladeshi hospital director outside his facility.

Ovo je ravnatelj bangladeške bolnice izvan svoje ustanove.

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

Ispada da on zapravo ne kupuje ništa od opreme.

Those decisions are made by the Ministry of Health

Te odluke donosi Ministarstvo zdravstva

ili strani donatori,

or by foreign donors,

and it just kind of shows up.

i oprema se samo stvori ondje.

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

Slično tome, ovo je međunarodni proizvođač medicinske opreme.

Čini se da su pecali na pravom mjestu.

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

Dakle, čini se da je na novim tržištima, gdje ima "ribe",

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

i nova srednja klasa tih zemalja --

are the emerging middle class of these countries --

diseases of affluence: heart disease, infertility.

bolesti bogatstva: srčane bolesti, neplodnost.

Dakle, ispada da dizajniranje za rezultate u jednom pogledu

So it turns out that design for outcomes in one aspect

really means thinking about design for manufacture and distribution.

zapravo znači razmišljati o dizajnu za proizvodnju i distribuciju.

To je važna lekcija.

OK, that was an important lesson.

Drugo, uzeli smo tu lekciju i pokušali je ugraditi u novi projekt.

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

So we started by finding a manufacturer,

Započeli smo s traženjem proizvođača,

an organization called MTTS in Vietnam,

organizacije MTTS u Vijetnamu

koja proizvodi tehnologiju za njegu novorođenčadi u Jugoistočnoj Aziji.

that manufactures newborn-care technologies for Southeast Asia.

Our other partner is East Meets West,

Naš drugi partner je East Meets West.

an American foundation that distributes that technology

To je američka zaklada koja distribuira tu vrstu tehnologije

to poor hospitals around that region.

siromašnim bolnicama oko te regije.

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

Započeli smo s njima i rekli: "Što biste vi željeli?

What's a problem you want to solve?"

Koji problem želite riješiti?"

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

Oni su rekli: "Poradimo na žutici kod novorođenčadi".

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

To je još jedan uznemirujući globalni problem.

Dakle, od žutice obolijeva dvije trećine novorođenčadi diljem svijeta.

Jaundice affects two-thirds of newborns around the world.

Of those newborns, one in 10 roughly,

Kod jednog od njih 10,

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

ako se ne liječi, žutica postaje toliko teška

that it leads to either a life-long disability,

da dovodi do doživotnih poteškoća

or the kids could even die.

ili dijete može čak umrijeti.

Postoji jedan način liječenja žutice,

There's one way to treat jaundice,

a zove se "izmjena krvi transfuzijom".

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

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

Kao što možete zamisliti, to je skupo i pomalo opasno.

Postoji i drugi lijek.

There is another cure.

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

Dosta je tehnološki, vrlo složen i pomalo obeshrabrujuć.

Trebate obasjati dijete plavim svjetlom --

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

(Laughter)

jarko plavim svjetlom treba se obuhvatiti što više kože.

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

Zašto je to velik problem?

How is this a hard problem?

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

Otišao sam na MIT misleći:

"U redu, riješit ćemo to". (Smijeh)

(Laughter)

Evo primjera. Ovo je uređaj za fototerapiju za iznad glave,

So here's an example.

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

dizajniran za američke bolnice.

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

Ovako bi se trebao koristiti.

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

Treba se nalaziti preko djeteta, osvjetljavajući jednog pacijenta

Izađite iz američke bolnice,

Take it out of an American hospital,

pošaljite ga u inozemstvo, u krcate bolnice u Aziji,

send it overseas to a crowded facility in Asia,

i ovako se zapravo koristi.

here's how it's actually used.

The effectiveness of phototherapy is a function of light intensity.

Učinkovitost fototerapije ovisi o intenzitetu svjetla.

Ovi tamni plavi kvadrati pokazuju gdje je fototerapija učinkovita.

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

Ovako to izgleda pri stvarnoj upotrebi.

Here's what it looks like under actual use.

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

Dakle, djeca na rubovima

zapravo ne dobivaju učinkovitu fototerapiju.

But without training, without some kind of light meter,

Ali bez vježbe, bez neke vrste mjerila svjetla,

how would you know?

kako biste to znali?

We see other examples of problems like this.

Postoje i drugi problemi slični ovom.

Ovo je jedinica za neonatalnu intenzivnu njegu,

Here's a neonatal intensive care unit,

gdje mame dolaze posjetiti svoje bebe.

where moms come in to visit their babies.

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

Imajte na umu da su mame možda upravo imale carski rez

pa je to već nešto neugodno.

so that's already kind of a bummer.

Mom's visiting her kid.

Mama posjećuje svoje dijete.

Vidi svoje dijete golo, kako leži ispod nekakvog plavog svjetla

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

looking kind of vulnerable.

i izgleda ranjivo.

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

Nije neuobičajeno da mame djecu pokrivaju dekicama.

Sa stajališta fototerapije, to možda i nije najbolje ponašanje.

From a phototherapy standpoint, maybe not the best behavior.

To zapravo zvuči nekako glupo.

In fact, that sounds kind of dumb.

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

No, naučili smo

da ne postoji glupi korisnik -- to smo naučili.

there are only dumb products.

Postoje samo glupi proizvodi.

We have to think like existentialists:

Trebamo razmišljati poput egzistencijalista.

it's not the painting we would have painted,

Nije slika koju bismo naslikali,

već slika koju smo zaista naslikali.

it's the painting that we actually painted.

To je upotreba -- dizajnirano je za stvarnu upotrebu.

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

How are people actually going to use this?

Kako će ljudi to zapravo koristiti?

Slično tome, kad razmislimo o našem partneru MTTS-u

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

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

oni su napravili odlične tehnologiju za liječenje bolesti novorođenčadi.

So here's an overhead warmer and a CPAP.

Ovo je grijač iznad glave i CPAP (uređaj za potpomognuto disanje).

They're inexpensive, really rugged.

Nisu skupi, stvarno robusni.

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

50 tisuća djece u Vijetnamu liječeno je tom tehnologijom.

But here's the problem:

Ali evo problema:

Every doctor in the world, every hospital administrator,

svaki liječnik na svijetu, svaki upravitelj bolnice,

gledao je televiziju -- proklete reprize Hitne službe.

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

Ispostavilo se da svi znaju kako bi medicinski uređaj trebao izgledati.

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

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

Oni žele Bucka Rogersa, ne žele biti učinkoviti.

Zvuči ludo, zvuči glupo,

It sounds crazy, it sounds dumb,

but there are actually hospitals who would rather have no equipment

ali postoje bolnice koje radije ne bi uopće imale opremu,

nego onu koja izgleda jeftino i bijedno.

than something that looks cheap and crummy.

Ako želimo da ljudi vjeruju uređaju,

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

it has to look trustworthy.

on mora izgledati pouzdano.

So thinking about outcomes,

Razmišljajući o rezultatima,

it turns out appearances matter.

ispostavilo se da je izgled važan.

We took all that information together.

Stavili smo sve te informacije zajedno.

We tried, this time, to get it right.

Pokušali smo to ovaj put učiniti kako treba.

And here's what we developed.

Ovo je ono što smo razvili.

This is the Firefly phototherapy device,

Ovo je Firefly fototerapijski uređaj,

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

no ovaj put nismo stali na prototipu automobila.

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

Od samog početka razgovarali smo s proizvođačima.

Naš cilj je bio napraviti vrhunski proizvod,

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

koji će naš partner MTTS zaista moći proizvesti.

that our partner MTTS can actually manufacture.

Naš je cilj proučiti kako oni rade, sredstva kojima imaju pristup

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

tako da mogu napraviti taj proizvod.

so that they can make this product.

So that's the design for manufacture question.

To je dizajn za pitanje proizvodnje.

When we think about actual use,

Što se tiče stvarne upotrebe,

primjetit ćete da Firefly ima samo jedan krevetac.

you'll notice that Firefly has a single bassinet.

It only fits a single baby,

Unutra stane samo jedno dijete.

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

Očito je kako se uređaj treba koristiti.

If you try to put more than one kid in,

Ako pokušate staviti više od jednog djeteta,

slažete ih jedno na drugo.

you're stacking them on top of each other.

(Smijeh)

(Laughter)

Ideja je da želimo otežati pogrešnu upotrebu.

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

Drugim riječima, želimo učiniti pravilnu upotrebu

najlakšim načinom upotrebe.

the easiest way to use it.

Another example -- again, silly Mom.

Drugi primjer: Opet, luckaste mame.

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

Luckaste mame pomisle da je djetetu hladno i žele ga pokriti dekicom.

Zbog toga imamo svjetla iznad i ispod djeteta u Firefly-u.

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

Ako mama i stavi dekicu preko bebe,

so if Mom does put a blanket over the baby,

još uvijek prima učinkovitu fototerapiju ispod.

it's still receiving effective phototherapy from below.

Posljednja priča:

Last story here:

Imam prijatelja u Indiji koji mi je rekao

I've got a friend in India who told me

da nova elektronička tehnologija zapravo nije testirana

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

za distribuciju u Aziji,

for distribution in Asia,

dok ne istreniramo žohara da se uvuče

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

on every single little component on the inside.

i popiški na svaku malu komponentu u unutrašnjosti.

(Smijeh)

(Laughter)

You think it's funny.

Mislite da je to smiješno.

I had a laptop in the Peace Corps,

Imao sam laptop u Mirovnim snagama,

a ekran je imao mnogo mrtvih piksela po sebi.

and the screen had all these dead pixels on it.

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

Jednog dana sam povirio unutra, sve su to bili mrtvi mravi

koji su ušli u moj laptop i uginuli --

that had gotten into my laptop and perished.

Those poor ants.

jadni mravi!

(Laughter)

Kod Firefly-a --

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

problem je što se elektronika zagrije

i morate staviti ventilatore da ih održite hladnima --

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

in most products.

kod većine proizvoda.

Odlučili smo da ne možemo staviti znak "ne ulazite" kraj ventilatora.

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

We actually got rid of all that stuff.

Zapravo smo se riješili svih tih stvari.

So Firefly's totally sealed.

Tako da je Firefly potpuno zapečaćen.

To su lekcije --

These are the kinds of lessons --

koliko je nespretno biti šašavi tinejdžer,

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

much worse to be a frustrated designer.

toliko je gore biti frustrirani dizajner.

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

Ono što zapravo želim jest promijeniti svijet.

Trebam obratiti pažnju na proizvodnju i distribuciju.

I have to pay attention to manufacturing and distribution.

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

Trebam obratiti pažnju na to kako će ljudi zaista koristiti uređaj.

Zbilja moram obratiti pažnju. Ne postoji isprika za neuspjeh.

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

I have to think like an existentialist.

Trebam razmišljati poput egzistencijalista.

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

Trebam prihvatiti da ne postoje glupi korisnici,

već samo glupi proizvodi.

We have to ask ourselves hard questions.

Moramo si postaviti teško pitanje.

Are we designing for the world that we want?

Dizajniramo li za svijet koji želimo?

Are we designing for the world that we have?

Dizajniramo li za svijet koji imamo?

Dizajniramo li za svijet koji dolazi,

Are we designing for the world that's coming,

bez obzira na to jesmo li spremni?

whether we're ready or not?

I got into this business designing products.

Ušao sam u ovaj posao dizajnirajući proizvode.

Otada sam naučio da ako zaista želite promjeniti u svijet,

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

morate dizajnirati rezultate.

you have to design outcomes.

I to je dizajn koji je važan.

And that's design that matters.

Hvala.

Thank you.

(Pljesak)

(Applause)