Daniele Quercia: Happy maps

Prevodilac: Mile Živković Lektor: Anja Saric

I have a confession to make.

Imam jedno priznanje.

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

Kao naučnik i inženjer, godinama sam se fokusirao na efikasnost.

But efficiency can be a cult,

Ali efikasnost zna da bude sekta,

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

i danas bih želeo da vam pričam o putovanju

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

koje me je odvelo iz sekte i vratilo do bogatije stvarnosti.

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

Pre nekoliko godina, nakon doktorata u Londonu, preselio sam se u Boston.

I lived in Boston and worked in Cambridge.

Živeo sam u Bostonu i radio sam u Kembridžu.

I bought a racing bicycle that summer,

Tog leta sam kupio trkački bicikl

and I bicycled every day to work.

i svakog dana sam njime išao na posao.

To find my way, I used my phone.

Koristio sam telefon da bih pronašao put.

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

Poveo me je preko avenije Masačusets,

the shortest route from Boston to Cambridge.

najkraće putanje od Bostona do Kembridža.

But after a month

Ali nakon mesec dana

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

svakodnevne vožnje ovom avenijom krcatom automobilima,

I took a different route one day.

jednog dana krenuo sam drugačijim putem.

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

Nisam sasvim siguran zašto sam tog dana išao drugim putem.

I just remember a feeling of surprise;

Samo se sećam osećaja iznenađenja -

surprise at finding a street with no cars,

iznenađenja zbog ulice bez automobila,

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

nasuprot susednoj aveniji Masačusets koja je bila prepuna njih,

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

iznenađenja zbog pronalaska ulice prekrivene lišćem i okružene drvoredima.

But after the feeling of surprise, I felt shame.

Ali nakon osećanja iznenađenja, osetio sam sramotu.

How could I have been so blind?

Kako sam mogao da budem tako slep?

For an entire month,

Celog meseca,

I was so trapped in my mobile app

bio sam toliko zarobljen svojom aplikacijom na telefonu

that a journey to work became one thing only:

da je putovanje na posao postalo samo jedna stvar -

the shortest path.

najkraći put.

In this single journey, there was no thought

Na ovom putovanju, nije bilo pomisli

of enjoying the road,

na uživanje u putu,

no pleasure in connecting with nature,

na zadovoljstvo u povezivanju s prirodom,

no possibility of looking people in the eyes.

nije bilo mogućnosti da ljude gledate u oči.

And why?

I zašto?

Because I was saving a minute out of my commute.

Zato što sam iz svog puta štedeo jedan minut.

Now let me ask you: Am I alone here?

A sada da vas pitam: jesam li jedini?

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

Koliko vas nikada nije koristilo aplikaciju za mape da nađete put?

Most of you, if not all, have.

Većina vas jeste, ako ne i svi.

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

Nemojte me pogrešno shvatiti - ove aplikacije su najveći faktor

for encouraging people to explore the city.

koji ljude ohrabruje da istražuju grad.

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

Izvadite telefon i odmah znate kuda da idete.

However, the app also assumes

Ipak, aplikacija takođe pretpostavlja

there are only a handful of directions to the destination.

da postoji samo mali broj uputstava do tog odredišta.

It has the power to make those handful of directions

Ima moć da taj broj upustava učini

the definitive direction to that destination.

krajnjom putanjom do tog odredišta.

After that experience, I changed.

Nakon tog iskustva, promenio sam se.

I changed my research from traditional data-mining

Promenio sam svoje istraživanje od tradicionalne potrage za podacima

to understanding how people experience the city.

na razumevanje toga kako ljudi mogu da iskuse grad.

I used computer science tools

Koristio sam informatičke alate

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

kako bih ponovio ekspetimente iz društvenih nauka na razmeri interneta.

I became captivated by the beauty and genius

Opčinili su me lepota i genijalnost

of traditional social science experiments

tradicionalnih eksperimenata iz društvenih nauka

done by Jane Jacobs, Stanley Milgram, Kevin Lynch.

koje su vršili Džejn Džejkobs, Stenli Milgram i Kevin Linč.

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

Rezultat tog istraživanja bilo je stvaranje novih mapa,

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

gde ne nalazite samo najkraću, plavu putanju,

but also the most enjoyable path,

već i najprijatniju putanju,

the red one.

onu crvenu.

How was that possible?

Kako je to bilo moguće?

Einstein once said,

Ajnštajn je jednom rekao:

"Logic will get you from A to B.

"Logika će vas dovesti od mesta A do mesta B.

Imagination will take you everywhere."

Mašta će vas odvesti svuda."

So with a bit of imagination,

Uz malo mašte,

we needed to understand

trebalo je da razumemo

which parts of the city people find beautiful.

koje delove grada ljudi smatraju prelepim.

At the University of Cambridge, with colleagues,

Na Univerzitetu Kembridž, sa kolegama,

we thought about this simple experiment.

razmišljali smo o ovom jednostavnom eksperimentu.

If I were to show you these two urban scenes,

Kada bih vam pokazao ova dva urbana krajolika

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

i pitao vas koji je lepši,

which one would you say?

šta biste rekli?

Don't be shy.

Ne sramite se.

Who says A? Who says B?

Ko kaže A? Ko kaže B?

Brilliant.

Sjajno.

Based on that idea,

Na osnovu te zamisli,

we built a crowdsourcing platform,

stvorili smo platformu za rad zajednice,

a web game.

veb igricu.

Players are shown pairs of urban scenes,

Igračima se prikazuju parovi urbanih krajolika

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

i pitamo ih da izaberu koji je lepši, tiši i srećniji.

Based on thousands of user votes,

Na osnovu hiljada glasova korisnika,

then we are able to see where consensus emerges.

onda možemo da vidimo gde se javlja konsenzus.

We are able to see which are the urban scenes

Možemo da vidimo koji su to urbani krajolici

that make people happy.

koji ljude čine srećnim.

After that work, I joined Yahoo Labs,

Nakon tog posla, pridružio sam se "Yahoo Labs"

and I teamed up with Luca and Rossano,

i udružio sam se Lukom i Rosanom

and together, we aggregated those winning locations in London

i zajedno smo sakupili te pobedničke lokacije u Londonu

to build a new map of the city,

da bismo napravili novu mapu grada,

a cartography weighted for human emotions.

kartografiju zasnovanu na ljudskim emocijama.

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

Na ovoj kartografiji, niste u mogućnosti samo da vidite i da povežete

from point A to point B the shortest segments,

najkraće segmente od tačke A do tačke B,

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

već možete da vidite i srećni segment,

the beautiful path, the quiet path.

prelepu putanju, tihu putanju.

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

U testovima, učesnicima su srećna, prelepa i tiha putanja

far more enjoyable than the shortest one,

bile puno prijatnije od one najkraće,

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

uz dodavanje samo nekoliko minuta na ukupno vreme putovanja.

Participants also love to attach memories to places.

Učesnici takođe obožavaju da uz mesta vežu uspomene.

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

Zajedničke uspomene - tu je bila stara zgrada BBC-ja;

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

i lične uspomene -- tu se desio moj prvi poljubac.

They also recalled how some paths smelled and sounded.

Takođe su se setili toga kako su neke putanje mirisale ili zvučale.

So what if we had a mapping tool

Šta ako bismo imali alat za mapiranje

that would return the most enjoyable routes

koji bi pružao najprijatnije putanje

based not only on aesthetics

ne samo na osnovu izgleda,

but also based on smell, sound, and memories?

već i na osnovu mirisa, zvuka i sećanja?

That's where our research is going right now.

Naše istraživanje sada ide u tom pravcu.

More generally, my research,

Uopštenije, svojim istraživanjem

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

sada pokušavam da izbegnem opasnost jedne putanje,

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

da izbegnem da ljudima ukradem potpuno iskustvo grada u kome žive.

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

Prošetajte putanjom kroz park, ne parking automobila

and you have an entirely different path.

i imate potpuno drugačiju putanju.

Walk the path full of people you love

Šetajte putanjom prepunom ljudi koje volite

and not full of cars,

a ne onom punom automobila

and you have an entirely different path.

i imate potpuno drugačiju putanju.

It's that simple.

Jednostavno je.

I would like to end with this thought:

Želeo bih da završim s mišlju -

do you remember "The Truman Show?"

sećate li se "Trumanovog šoua?"

It's a media satire in which a real person

To je medijska satira gde stvarna osoba

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

ne zna da živi u izmišljenom svetu.

Perhaps we live in a world fabricated for efficiency.

Možda mi živimo u svetu koji je skrojen za efikasnost.

Look at some of your daily habits,

Pogledajte neke od vaših svakodnevnih navika,

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

i kao što je učinio Truman na filmu, pobegnite iz izmišljenog sveta.

Why?

Zašto?

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

Pa, ako mislite da je avantura opasna, probajte rutinu. Ona je smrtonosna.

Thank you.

Hvala vam.

(Applause)

(Aplauz)