Timothy Prestero: Design for people, not awards

Translator: Timothy Covell Reviewer: Morton Bast

Prevodilac: Tereza Ivanovic Lektor: Tatjana Jevdjic

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

Imam sjajnu ideju koja će promeniti svet.

Fantastična je, zapanjićete se.

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

It's my beautiful baby.

To je moja divna beba.

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

Evo, svako voli lepu bebu.

I mean, I was a beautiful baby.

I ja sam bio lepa beba.

Tu smo ja i moj tata par dana posle mog rođenja.

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

So in the world of product design,

U svetu dizajniranja proizvoda

the beautiful baby's like the concept car.

lepa beba je kao prototip.

It's the knockout.

Nešto što je izuzetno lepo.

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

Ugledate i kažete: "Bože, ovo bih kupio istog momenta!"

So why is it that this year's new cars

Zašto automobili ove godine

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

izgledaju skoro isto kao prošlogodišnji novi automobili?

(Laughter)

(Smeh)

What went wrong between the design studio and the factory?

Šta je krenulo loše između studija za dizajn i fabrike?

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

Danas ne želim da pričam o divnim bebama,

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

želim da pričam o nezgodnoj adolescenciji dizajniranja -

those sort of dorky teenage years

o onim šašavim tinejdžerskim godinama

kada pokušavate da shvatite kako funkcioniše svet.

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

I'm going to start with an example

Počeću primerom jednog posla koji smo radili za zdravlje novorođenčadi.

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 miliona beba u svetu,

uglavnom u zemljama u razvoju,

die every year before their first birthday,

umire svake godine pre svog prvog rođendana,

even before their first month of life.

čak i pre navršenih mesec dana života.

It turns out half of those kids,

Ispada da bi polovina ove dece ili oko 1,8 miliona novorođenih u svetu,

or about 1.8 million newborns around the world,

would make it if you could just keep them warm

preživelo, samo da ste uspeli da im održavate toplotu

for the first three days, maybe the first week.

u prva tri dana, možda u prvoj nedelji.

Ovo je odeljenje za intenzivnu negu novorođenih u gradu 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 deca u ćebadima bi trebalo da su u inkubatoru - ovako nečemu.

something like this.

Ovo je poklonjen japanski Atom inkubator

This is a donated Japanese Atom incubator

that we found in a NICU in Kathmandu.

koji smo našli na odeljenju intenzivne nege u Katmanduu.

This is what we want.

Evo šta želimo.

Probably what happened is a hospital in Japan upgraded their equipment

Verovatno se dogodilo to, da je bolnica u Japanu obnovila svoju opremu

and donated their old stuff to Nepal.

i poklonila staru opremu Nepalu.

Problem je to, da bez tehničara i rezervnih delova,

The problem is, without technicians, without spare parts,

donations like this very quickly turn into junk.

ovakve donacije se vrlo brzo pretvaraju u otpad.

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

Ličilo je na problem u vezi sa kojim bismo mogli da učinimo nešto.

Održavati bebinu toplotu nedelju dana

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

i nije neka nuklearna fizika.

So we got started.

Tako smo započeli.

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

Udružili smo se sa vodećom institucijom

za medicinska istraživanja ovde, u Bostonu.

We conducted months of user research overseas,

Mesecima smo vršili istraživanje korisnika u inostranstvu,

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

pokušavajući da mislimo kao dizajneri, usmereni na čoveka.

"Let's figure out what people want."

Hajde da otkrijemo šta ljudi žele.

We killed thousands of Post-it notes.

Potrošili smo na hiljade papirića.

We made dozens of prototypes to get to this.

Napravili smo destine protopipova da bismo stigli do ovog.

So this is the NeoNurture infant incubator,

Ovo je inkubator NeoNurture i u njega je uloženo mnogo razmišljanja.

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

Osećali smo se sjajno.

So the idea here is, unlike the concept car,

Ideja je bila da, za razliku od modela automobila,

we want to marry something beautiful

sastavimo nešto divno

with something that actually works.

sa nečim što zaista funkcioniše.

And our idea is that this design

Naša ideja je da bi ovaj dizajn

would inspire manufacturers and other people of influence

mogao da inspiriše proizvođače i druge uticajne ljude

to take this model and run with it.

da razgrabe ovaj model.

Here's the bad news:

Evo loših vesti:

the only baby ever actually put inside the NeoNurture incubator

jedina beba koju su stavili u NeoNurture inkubator

je bilo ovo dete tokom slikanja za magazin Tajm.

was this kid during a Time magazine photo shoot.

So recognition is fantastic.

Priznanje je fantastično.

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

Želimo da dizajn dospe do ljudi da ga vide.

It won lots of awards.

Osvojio je mnoge nagrade.

But it felt like a booby prize.

Ali izgledalo je kao utešna nagrada.

Hteli smo da uradimo divne stvari koje bi učinile svet boljim,

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 dete nije stiglo ni da se zagreje u njemu.

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

Ispada da taj dizajn za inspiraciju,

u stvari -

ono što želim da kažem,

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

je ili previše spor ili jednostavno ne funkcioniše, nije efikasan.

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

So, really, I want to design for outcomes.

Zaista želim da dizajniram tako da ima rezultata.

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

Ne želim da pravim lepe stvari.

Želim da napravim svet boljim mestom.

Kada smo dizajnirali NeoNurture,

So when we were designing NeoNurture,

mnogo pažnje smo obratili na ljude koji će ga koristiti,

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

na primer, siromašne porodice, seoske lekare,

for example, poor families, rural doctors,

prezaposlene medicinske sestre, tehničare za popravku.

overloaded nurses, even repair technicians.

Mislili smo da smo sve osnove pokrili, da smo sve dobro uradili.

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

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

Ispada da postoji čitava plejada ljudi

koji moraju biti uključeni u proizvod da bi on bio uspešan:

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

manufacturing, financing, distribution, regulation.

proizvodnja, finansiranje, distribucija, regulativa.

Majkl Fri iz PATH-a kaže da moraš da otkriješ

Michael Free at PATH says you have to figure out

ko će "izabrati, koristiti i platiti namete"

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 da postavim pitanje -

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

oni koji ulažu kapital uvek pitaju:

"Gospodine, šta je vaš posao i ko je vaš kupac?"

Who is our customer?

Ko je naš kupac? Evo primera.

Well, here's an example.

This is a Bangladeshi hospital director outside his facility.

Ovo je direktor bolnice u Bangladešu ispred svoje ustanove.

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

On ne kupuje ništa od opreme.

Those decisions are made by the Ministry of Health

Te odluke donosi Ministarstvo zdravlja

or by foreign donors,

ili strani donatori

and it just kind of shows up.

i ta oprema se samo pojavi.

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

Slično, ovo je jedan multinacionalni proizvođač medicinske opreme.

Ispada da se oni nalaze na pravom mestu u pravo vreme.

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

Proizilazi da je u tržištima u razvoju, gde su potrošači,

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

srednja klasa u usponu -

are the emerging middle class of these countries --

diseases of affluence: heart disease, infertility.

i bolesti izobilja: bolesti srca, neplodnost.

Tako, dizajniranje sa ciljem, u nekom vidu,

So it turns out that design for outcomes in one aspect

really means thinking about design for manufacture and distribution.

zaista znači razmišljanje o dizajnu za proizvodnju i distribuciju.

OK, that was an important lesson.

U redu, to je bila važna pouka.

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

Drugo, naučili smo lekciju i pokušali da je ubacimo u naš sledeći projekat.

So we started by finding a manufacturer,

Krenuli smo u potragu za proizvođačem,

an organization called MTTS in Vietnam,

a to je organizacija MTTS u Vijetnamu,

koja proizvodi tehnologiju za novorođene, namenjenu za Jugoistočnu Aziju.

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 fondacija koja distribuira ovu tehnologiju

to poor hospitals around that region.

siromašnim bolnicama u toj regiji.

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

Započeli smo pitanjem: "Šta želite?

What's a problem you want to solve?"

Koji problem želite rešiti?"

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

A oni su rekli: "Hajde da poradimo na problemu žutice novorođenčadi."

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

Ovo je još jedan od globalnih problema od kojih zastaje dah.

Jaundice affects two-thirds of newborns around the world.

Žutica pogađa dve trećine novorođenih širom sveta.

Of those newborns, one in 10 roughly,

Kod tih novorođenih, grubo rečeno kod jednog od deset njih,

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

ako se ona ne leči, postane tako ozbiljna,

that it leads to either a life-long disability,

da dovodi ili do doživotne nesposobnosti

or the kids could even die.

ili deca mogu čak i umreti.

Postoji jedan način lečenja žutice

There's one way to treat jaundice,

i to je transfuzija kompletne krvi.

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

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

Možete zamisliti koliko je skupa i opasna.

There is another cure.

Ima još jedan lek.

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

On je vrlo tehnološki, kompleksan i malo zastrašujući.

Morate osvetliti dete plavom svetlošću -

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

(Laughter)

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

primeniti plavu svetlost na najveću moguću površinu kože.

How is this a hard problem?

Koliko je ovo težak problem?

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

Otišao sam do MIT-a.

U redu, otkrićemo. (Smeh)

(Laughter)

Evo primera.

So here's an example.

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

Ovo je gornji uređaj za fototerapiju koji je dizajniran za američke bolnice.

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

Evo kako bi trebalo da se upotrebljava.

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

Uređaj je iznad bebe, osvetljava jednog pacijenta.

Take it out of an American hospital,

Iznesimo to iz američke bolnice,

pošaljimo ga u prenatrpanu bolnicu u Aziji

send it overseas to a crowded facility in Asia,

here's how it's actually used.

i evo kako se u stvari koristi.

The effectiveness of phototherapy is a function of light intensity.

Efekat fototerapije zavisi od intenziteta svetlosti.

Ovi tamno plavi kvadrati pokazuju gde je fototerapija efikasna.

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

Here's what it looks like under actual use.

Evo kako izgleda u stvarnoj upotrebi.

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

Ona deca s kraja

u stvari ne dobijaju efektivnu fototerapiju.

But without training, without some kind of light meter,

Bez obuke, bez nekog "svetlomera"

how would you know?

kako biste ovo znali?

We see other examples of problems like this.

Ima i drugih primera sa sličnim problemima.

Here's a neonatal intensive care unit,

Evo odeljenja intenzivne nege novorođenih

where moms come in to visit their babies.

gde mame dolaze u posetu svojim bebama.

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

Ne zaboravite, mama se možda tek porodila carskim rezom,

so that's already kind of a bummer.

a to je već neka vrsta neprijatnosti.

Mom's visiting her kid.

Mama je u poseti detetu.

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

Vidi svoje dete nago, kako leži ispod nekog plavog svetla,

looking kind of vulnerable.

izgleda pomalo ranjivo.

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

Nije neobično da mama pokriva bebu ćebetom.

From a phototherapy standpoint, maybe not the best behavior.

Sa stanovišta fototerapije, ovo nije najbolje postupanje.

In fact, that sounds kind of dumb.

U stvari zvuči glupo.

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

Osim što smo naučili

da ne postoji glup korisnik - zaista smo to shvatili.

there are only dumb products.

Postoje samo glupi proizvodi.

We have to think like existentialists:

Moramo da razmišljamo kao egzistencijalisti.

it's not the painting we would have painted,

Ovo nije slika koju bismo naslikali,

it's the painting that we actually painted.

ovo je slika koju smo stvarno naslikali.

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

To je korišćenje - dizajniran je za stvarnu upotrebu.

How are people actually going to use this?

Kako će ljudi koristiti ovo?

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

Slično, kad mislimo o našem partneru MTTS,

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

napravili su neke neverovatne tehnologije za lečenje bolesti novorođenih.

So here's an overhead warmer and a CPAP.

Ovo je grejač iznad glave i aparat za potpomognuto disanje pod pritiskom.

They're inexpensive, really rugged.

Oni su jeftini i zaista grubi.

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

50 000 dece je lečeno ovom tehnologijom u Vijetnamu.

But here's the problem:

Ali evo problema:

Every doctor in the world, every hospital administrator,

svaki lekar na svetu, svaki upravnik bolnice

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

je video na TV-u - krivite reprize "E.R.".

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

Ispada da svi oni znaju kako bi trebalo da izgleda neki medicinski uređaj.

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

Oni žele Baka Rodžersa, ne žele efikasnost.

It sounds crazy, it sounds dumb,

Zvuči šašavo i glupo,

but there are actually hospitals who would rather have no equipment

ali zaista postoje bolnice koje radije neće nikakvu opremu,

than something that looks cheap and crummy.

nego da imaju nešto što izgleda jeftino i bedno.

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

Pa opet, ako želimo da ljudi veruju nekom uređaju,

it has to look trustworthy.

on mora izgledati pouzdano.

So thinking about outcomes,

Misleći o rezultatu,

it turns out appearances matter.

proizilazi da je bitan izgled.

We took all that information together.

Prikupili smo sve informacije.

We tried, this time, to get it right.

Pokušali smo ovog puta da bude kako treba.

And here's what we developed.

Evo šta smo izmislili.

This is the Firefly phototherapy device,

Ovo je Firefly uređaj za fototerapiju,

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

ali ovog puta nismo stali na prototipu.

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

Od samog početka smo razgovarali sa proizvođačima.

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

Naš cilj je da napravimo vrhunski proizvod,

that our partner MTTS can actually manufacture.

a da naš partner MTTS može da ga proizvede.

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

Naš cilj je da proučimo kako oni rade, kojim resursima imaju pristup

da bi mogli da ga proizvedu.

so that they can make this product.

So that's the design for manufacture question.

Ovo je pitanje dizajna za proizvodnju.

When we think about actual use,

Kada mislimo o stvarnoj upotrebi

videćete da Firefly ima samo jednu kolevku.

you'll notice that Firefly has a single bassinet.

It only fits a single baby,

To je samo za jednu bebu.

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

Ideja je da bude očigledno kako treba da se koristi ovaj uređaj.

If you try to put more than one kid in,

Ako pokušate da stavite više od jednog deteta,

you're stacking them on top of each other.

gomilaćete ih jedno preko drugog.

(Laughter)

(Smeh)

Vodili smo se idejom da je teško upotrebljavati uređaj pogrešno.

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 rečima, želimo da se uređaj koristi na pravi način

the easiest way to use it.

i najlakši način.

Another example -- again, silly Mom.

Još jedan primer: ponovo šašave mame.

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

Šašava mama misli da je njenoj bebi hladno,

pa želi da stavi ćebe preko nje.

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

Zbog toga u Firefly-u imamo svetla i iznad i ispod bebe.

Ako mama prekrije bebu ćebetom,

so if Mom does put a blanket over the baby,

beba će još uvek dobijati efektivnu fototerapiju sa donje strane.

it's still receiving effective phototherapy from below.

Last story here:

Evo poslednje priče:

I've got a friend in India who told me

imam prijatelja u Indiji koji mi je rekao

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

da testiranje nekog komada elektronske tehnologije

za distribuciju u Aziji,

for distribution in Asia,

nije završeno dok ne naučite bubašvabu da se popne unutra

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

on every single little component on the inside.

i popiški svaku malu komponentu u uređaju.

(Smeh)

(Laughter)

You think it's funny.

Mislite da je ovo smešno.

I had a laptop in the Peace Corps,

Imao sam jedan laptop dok sam bio u mirovnim snagama

and the screen had all these dead pixels on it.

i ekran se zacrneo.

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

Kada sam jednog dana pogledao unutra, bilo je uginulih mrava

that had gotten into my laptop and perished.

koji su dospeli u moj laptop i nastradali su -

Those poor ants.

(Laughter)

jadni mravi!

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

Sa Firefly-om smo učinili sledeće -

problem je što se elektronika ugreje

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

i morate napraviti otvore ili hladiti ventilatorom

in most products.

većinu proizvoda.

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

Nismo mogli da stavimo kod otvora znak "Zabranjen ulaz".

We actually got rid of all that stuff.

U stvari mi smo se svega toga otarasili.

So Firefly's totally sealed.

Tako da je Firefly potpuno zapečaćen.

These are the kinds of lessons --

Ovo su pouke -

neprijatno je biti prilično smešan tinejdžer,

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

much worse to be a frustrated designer.

ali je mnogo gore biti frustrirani dizajner.

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

Tako, mislio sam da ono što zaista želim je da promenim svet.

I have to pay attention to manufacturing and distribution.

Moram obratiti pažnju na proizvodnju i distribuciju.

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

Moram obratiti pažnju na to, kako će ljudi zaista koristiti uređaj.

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

Zaista moram obratiti pažnju. Stvarno, nema izgovora za neuspeh.

I have to think like an existentialist.

Moram da razmišljam kao egzistencijalista.

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

Moram da prihvatim da nema glupih korisnika,

da postoje samo glupi proizvodi.

We have to ask ourselves hard questions.

Moramo postavljati sebi teška pitanja.

Are we designing for the world that we want?

Da li dizajniramo za svet koji želimo?

Are we designing for the world that we have?

Da li dizajniramo za svet koji imamo?

Are we designing for the world that's coming,

Da li dizajniramo za svet koji dolazi,

whether we're ready or not?

bez obzira da li smo spremni na to ili ne?

I got into this business designing products.

Ušao sam u ovaj posao dizajniranja proizvoda.

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

Od tada sam shvatio da, ako zaista želite da napravite nešto posebno u svetu,

you have to design outcomes.

morate dizajnirati rezultate.

And that's design that matters.

Samo takav dizajn je bitan.

Hvala.

Thank you.

(Aplauz)

(Applause)