Margaret Gould Stewart: How giant websites design for you (and a billion others, too)

Prevodilac: Predrag Djordjevic Lektor: Mile Živković

What do you think of when I say the word "design"?

Na šta prvo pomislite kada kažem reč “dizajn”?

You probably think of things like this,

Verovatno mislite na stvari poput ovih,

finely crafted objects that you can hold in your hand,

fino izrađene objekte koje možete drzati u vašim rukama,

or maybe logos and posters and maps

ili na logotipe i postere i mape

that visually explain things,

koji nam vizuelno objašnjavaju stvari,

classic icons of timeless design.

klasične ikone bezvremenog dizajna.

But I'm not here to talk about that kind of design.

Međutim, ja nisam ovde da bih govorila o takvoj vrsti dizajna.

I want to talk about the kind

Želim da pričam o onoj vrsti

that you probably use every day

koju verovatno koristite svaki dan

and may not give much thought to,

i kojoj verovatno ne poklanjate

designs that change all the time

mnogo pažnje, o dizajnu koji se stalno menja

and that live inside your pocket.

i koji živi u vašem džepu.

I'm talking about the design

Govorim o dizajniranju

of digital experiences

digitalnih iskustava

and specifically the design of systems

i specifično o dizajniranju sistema

that are so big that their scale

koji su toliko veliki

can be hard to comprehend.

da je njihovu veličinu teško razumeti.

Consider the fact that Google processes

Razmotrite činjenicu da Gugl svakog dana obradi

over one billion search queries every day,

više od jedne milijarde pretraga,

that every minute, over 100 hours

da svakog minuta preko 100 sati video snimaka

of footage are uploaded to YouTube.

biva postavljeno na Jutjub.

That's more in a single day

To je više snimaka u jednom danu

than all three major U.S. networks broadcast

nego što su tri najveće američke televizije

in the last five years combined.

zajedno emitovale u poslednjih pet godina.

And Facebook transmitting the photos,

Dalje, Fejsbuk isporučuje fotografije,

messages and stories

poruke i priče

of over 1.23 billion people.

više od 1,23 milijarde ljudi.

That's almost half of the Internet population,

To je skoro polovina populacije koja koristi Internet

and a sixth of humanity.

i jedna šestina čovečanstva.

These are some of the products

Ovo su neki od proizvoda

that I've helped design over the course of my career,

u čijem sam dizajniranju pomogla tokom svoje karijere,

and their scale is so massive

a oni su tako veliki

that they've produced unprecedented

da su stvorili jedinstvene izazove

design challenges.

u dizajniranju.

But what is really hard

Ono što je zaista teško

about designing at scale is this:

kada govorimo o dizajniranju po meri je ovo:

It's hard in part because

delimično je teško

it requires a combination of two things,

zato što zahteva kombinaciju dve stvari:

audacity and humility —

odvažnosti i poniznosti -

audacity to believe that the thing that you're making

odvažnost da verujete da su stvari koje stvarate

is something that the entire world wants and needs,

nešto što ceo svet želi i što celom svetu treba

and humility to understand that as a designer,

i poniznost da biste razumeli da, kao dizajner,

it's not about you or your portfolio,

da se ne radi o vama ili vašem portfoliju

it's about the people that you're designing for,

već da se radi o ljudima za koje dizajnirate

and how your work just might help them

i kako vaš posao može da im pomogne

live better lives.

da žive bolje živote.

Now, unfortunately, there's no school

Nažalost, ne postoji nijedna škola

that offers the course Designing for Humanity 101.

koja nudi kurs Uvod u dizajniranje za čovečanstvo.

I and the other designers

Ja i drugi dizajneri

who work on these kinds of products

koji rade na ovakvim proizvodima

have had to invent it as we go along,

smo morali da sve sami otkrivamo kako smo se kretali napred

and we are teaching ourselves

i mi učimo sami sebe

the emerging best practices

najboljim načinima

of designing at scale,

dizajniranja po meri

and today I'd like share some of the things

i danas bih volela da podelim neke od stvari

that we've learned over the years.

koje smo naučili tokom godina.

Now, the first thing that you need to know

Prvo što treba da znate

about designing at scale

o dizajniranju po meri

is that the little things really matter.

jeste da su male stvari zaista bitne.

Here's a really good example of how

Evo jednog zaista dobrog primera kako

a very tiny design element can make a big impact.

neki veoma mali elementi u dizajnu mogu doneti veliki uticaj.

The team at Facebook that manages

Tim koji upravlja

the Facebook "Like" button

Fejsbukovim dugmetom “Sviđa mi se”

decided that it needed to be redesigned.

je odlučio da ono treba da bude redizajnirano.

The button had kind of gotten out of sync

Dugme je izgubilo korak

with the evolution of our brand

sa evolucijom našeg brenda

and it needed to be modernized.

i bilo je neophodno da ga izmenimo.

Now you might think, well, it's a tiny little button,

Možda mislite: “Pa, to je malo dugme

it probably is a pretty straightforward,

i to verovatno nije komplikovano, to je lak zadatak za dizajnera”,

easy design assignment, but it wasn't.

ali to nije bilo tako.

Turns out, there were all kinds of constraints

Ispostavilo se da postoje razna ograničenja

for the design of this button.

za dizajniranje ovog dugmeta.

You had to work within specific height and width parameters.

Morali smo da radimo sa tačno određenom visinom i širinom.

You had to be careful to make it work

Morali smo da budemo sigurni da će raditi

in a bunch of different languages,

na mnoštvu različitih jezika

and be careful about using fancy gradients or borders

i morali smo da budemo posebno pažljvi kod finih prelaza i ivica

because it has to degrade gracefully

zato što je prelaz morao da bude graciozan

in old web browsers.

čak i na starim veb-pregledačima.

The truth is, designing this tiny little button

Istina je, dizajniranje ovog veoma malog dugmeta

was a huge pain in the butt.

je bio veoma dosadan zadatak.

Now, this is the new version of the button,

Ovo je nova verzija ovog dugmeta

and the designer who led this project estimates

i dizajner koji je vodio ovaj projekat je procenio

that he spent over 280 hours

da je proveo više od 280 sati

redesigning this button over the course of months.

tokom nekoliko meseci, redizajnirajući ovo dugme.

Now, why would we spend so much time

Zašto bismo proveli toliko vremena

on something so small?

na nešto što je tako malo?

It's because when you're designing at scale,

Zato što, kada dizajnirate po meri,

there's no such thing as a small detail.

ne postoje takve stvari kao što su mali detalji.

This innocent little button

Ovo nevino, malo dugme

is seen on average 22 billion times a day

je u proseku viđeno 22 milijarde puta dnevno

and on over 7.5 million websites.

na preko 7,5 miliona različitih veb-sajtova.

It's one of the single most viewed design elements ever created.

Jedan je od najviđenijh dizajnerskih elemenata koji su ikada postojali.

Now that's a lot of pressure for a little button

To stvara veliki pritisak za ovo malo dugme

and the designer behind it,

i dizajnera koji stoji iza njega,

but with these kinds of products,

ali sa ovakvim proizvodima,

you need to get even the tiny things right.

čak i male stvari moraju da budu dobro odrađene.

Now, the next thing that you need to understand

Sledeća stvar koju morate razumeti

is how to design with data.

jeste kako dizajnirati sa podacima.

Now, when you're working on products like this,

Kada radite sa ovakvim proizvodima,

you have incredible amounts of information

imate neverovatnu količinu informacija

about how people are using your product

o tome kako ljudi koriste vaš proizvod

that you can then use to influence

i koje možete koristiti da utičete

your design decisions,

na vaše dizajnerske odluke,

but it's not just as simple as following the numbers.

ali to nije jednostavno poput praćenja brojki.

Let me give you an example

Evo jednog primera

so that you can understand what I mean.

da razumete na šta mislim.

Facebook has had a tool for a long time

Već dugo vremena, Fejsbuk ima alatku

that allowed people to report photos

koja dozvoljava ljudima da prijave fotografije

that may be in violation of our community standards,

koje možda krše standarde naše zajednice,

things like spam and abuse.

stvari poput spama i zloupotrebe.

And there were a ton of photos reported,

Bilo je mnogo prijavljenih fotografija,

but as it turns out,

ali, kao što se ispostavilo,

only a small percentage were actually

samo je jedan mali procenat njih

in violation of those community standards.

kršio standarde te zajednice.

Most of them were just your typical party photo.

Većina njih su bile tipične fotografije sa žurki.

Now, to give you a specific hypothetical example,

Da bih vam dala specifičan, hipotetički primer,

let's say my friend Laura hypothetically

reći ću da je moja prijateljica Lora

uploads a picture of me

hipotetički postavila moju fotografiju

from a drunken night of karaoke.

sa jedne pijane noći karaoka.

This is purely hypothetical, I can assure you.

Ovo je potpuno hipotetički, uveravam vas.

(Laughter)

(Smeh)

Now, incidentally,

Sasvim slučajno, znate kako

you know how some people are kind of worried

neke ljude brine

that their boss or employee

da bi njihov šef ili zaposleni

is going to discover embarrassing photos of them

mogao da otkrije posramljujuće slike

on Facebook?

na Fejsbuku?

Do you know how hard that is to avoid

Znate li koliko je to teško izbeći

when you actually work at Facebook?

kada u stvari radite za Fejsbuk?

So anyway, there are lots of these photos

Inače, postoji mnoštvo ovih fotografija

being erroneously reported as spam and abuse,

koje greškom bivaju prijavljene kao spam ili zloupotreba

and one of the engineers on the team had a hunch.

i jedan od inženjera ovog tima je imao predosećaj.

He really thought there was something else going on

On je pomislio da se tu događa nešto drugo

and he was right,

i bio je u pravu,

because when he looked through a bunch of the cases,

zato što, kada je pregledao mnoštvo ovih slučajeva,

he found that most of them

video je da je većina njih

were from people who were requesting

potekla od ljudi koji traže

the takedown of a photo of themselves.

da se uklone fotografije njih samih.

Now this was a scenario that the team

Ovo je bio scenario

never even took into account before.

koji taj tim nije nikada ranije razmatrao.

So they added a new feature

Zato su dodali novu opciju koja omogućava

that allowed people to message their friend

ljudima da pošalju poruku svojim prijateljima

to ask them to take the photo down.

i pitaju ih da obrišu fotografiju.

But it didn't work.

Međutim, to nije radilo.

Only 20 percent of people

Samo je 20% ljudi poslalo

sent the message to their friend.

poruku njihovim prijateljima.

So the team went back at it.

Zbog toga se tim ponovo bacio na posao.

They consulted with experts in conflict resolution.

Konsultovali su eksperte za razrešavanje konflikata.

They even studied the universal principles

Čak su proučavali i univerzalne principe

of polite language,

pristojnog jezika,

which I didn't even actually know existed

što nisam ni znala da postoji

until this research happened.

dok nije došlo do ovog istraživanja.

And they found something really interesting.

Otkrili su nešto veoma interesantno.

They had to go beyond just helping people

Morali su da idu dalje od prostog pomaganja ljudima

ask their friend to take the photo down.

da pitaju pijatelje da uklone fotografije.

They had to help people express to their friend

Morali su da pomognu ljudima da objasne svojim prijateljima

how the photo made them feel.

kakva osećanja ta fotografija budi u njima.

Here's how the experience works today.

Evo kako to iskustvo radi danas.

So I find this hypothetical photo of myself,

Dakle, pronađem ovu hipotetičku fotografiju sebe,

and it's not spam, it's not abuse,

ali to nije spam, to nije zloupotreba,

but I really wish it weren't on the site.

ali je ja zaista ne želim na ovom sajtu.

So I report it and I say,

Onda je ja prijavim i kažem:

"I'm in this photo and I don't like it,"

“Ja sam na ovoj fotografiji i ne dopada mi se”,

and then we dig deeper.

i onda idemo dublje.

Why don't you like this photo of yourself?

“Zbog čega ti se ne sviđa ova tvoja fotografija”?

And I select "It's embarrassing."

I ja odaberem “Posramljujuća je”.

And then I'm encouraged to message my friend,

Onda sam ohrabrena da pošaljem poruku svom prijatelju

but here's the critical difference.

ali evo te kritične razlike.

I'm provided specific suggested language

Dat mi je specifični predloženi jezik

that helps me communicate to Laura

koji mi pomaže da kažem Lori

how the photo makes me feel.

kako ta fotografija čini da se osećam.

Now the team found that this relatively small change

Tim je otkrio da je ova relativno mala promena

had a huge impact.

imala veliki uticaj.

Before, only 20 percent of people

Ranije, samo 20% ljudi

were sending the message,

je slalo ovu poruku,

and now 60 percent were,

a sada već 60%,

and surveys showed that people

a ankete su pokazale da su se ljudi

on both sides of the conversation

sa obe strane razgovora

felt better as a result.

osećali bolje zbog ovoga.

That same survey showed

Ta ista anketa je pokazala

that 90 percent of your friends

da 90% vaših prijatelja

want to know if they've done something to upset you.

žele da znaju da li su učinili nešto što vas je uznemirilo.

Now I don't know who the other 10 percent are,

Ja zaista ne znam ko su preostalih 10%

but maybe that's where our "Unfriend" feature

ali je ovo izgleda situacija gde je korisna

can come in handy.

opcija za uklanjanje prijatelja.

So as you can see,

Kao što vidite,

these decisions are highly nuanced.

ove odluke su jako iznijansirane.

Of course we use a lot of data

Naravno da koristimo mnoštvo podataka

to inform our decisions,

ne bi li vodili naše odluke,

but we also rely very heavily on iteration,

ali mi se takođe dosta oslanjamo na ponavljanja,

research, testing, intuition, human empathy.

istraživanje, testiranja, intuiciju i ljudsku empatiju.

It's both art and science.

U isto vreme ovo je i umetnost i nauka.

Now, sometimes the designers who work on these products

Ponekad se za dizajnere koji rade na ovim proizvodima

are called "data-driven,"

kaže da su “vođeni podacima”,

which is a term that totally drives us bonkers.

što je izraz koji nas potpuno izluđuje.

The fact is, it would be irresponsible of us

Istina je, bilo bi neodgovorno od nas

not to rigorously test our designs

da ne testiramo strogo naše dizajne

when so many people are counting on us

kada toliko ljudi računa na nas

to get it right,

da oni budu ispravni

but data analytics

ali analiza podataka

will never be a substitute for design intuition.

nikada neće moći da zameni intuiciju u dizajnu.

Data can help you make a good design great,

Podaci mogu da vam pomognu da od dobrog dizajna napravite odličan,

but it will never made a bad design good.

ali nikada neće od lošeg dizajna napraviti dobar.

The next thing that you need to understand as a principle

Sledeća stvar koju morate razumeti kao princip,

is that when you introduce change,

jeste da, kada uvodite promenu,

you need to do it extraordinarily carefully.

morate to da učinite neverovatno oprezno.

Now I often have joked that

Ja volim da se šalim

I spend almost as much time

da provedem skoro isto vreme

designing the introduction of change

dizajnirajući uvod u promenu,

as I do the change itself,

kao što provedem dizajnirajući samu promenu

and I'm sure that we can all relate to that

i sigurna sam da se svi možemo pronaći u tome

when something that we use a lot changes

kada se nešto što mnogo koristimo promeni

and then we have to adjust.

i mi jednostavno moramo da se prilagodimo.

The fact is, people can become

Istina je, ljudi mogu postati

very efficient at using bad design,

veoma efikasni u korišćenju lošeg dizajna, tako da

and so even if the change is good for them in the long run,

čak i kada je dugoročno gledano promena dobra za njih,

it's still incredibly frustrating when it happens,

i dalje je veoma frustrirajuće kada se ona dogodi,

and this is particularly true

i ovo je posebno tačno kada se radi

with user-generated content platforms,

o platformama sa sadržajima koje su stvorili korisnici,

because people can rightfully claim a sense of ownership.

zbog toga što ljudi zaista mogu da tvrde da polažu pravo svojine.

It is, after all, their content.

Na kraju krajeva, to i jeste njihov sadržaj.

Now, years ago, when I was working at YouTube,

Pre nekoliko godina, kada sam radila za Jutjubu,

we were looking for ways to

tražili smo načine da ohrabrimo

encourage more people to rate videos,

više ljudi da ocenjuju video snimke

and it was interesting because when we looked into the data,

i ovo je bilo interesantno zbog toga što, kada smo pogledali podatke,

we found that almost everyone was exclusively using

otkrili smo da je gotovo svako koristio

the highest five-star rating,

samo najvišu ocenu od pet zvedica,

a handful of people were using

izvestan broj ljudi je koristio

the lowest one-star,

najnižu ocenu od jedne zvezdice,

and virtually no one

a skoro niko

was using two, three or four stars.

nije koristio dve, tri ili četiri zvezdice.

So we decided to simplify

Zbog toga smo odlučili da to pojednostavimo

into an up-down kind of voting binary model.

i pretvorimo u binarni model ocenjivanja, sa palcem okrenutim nadole ili na gore.

It's going to be much easier for people to engage with.

Biće mnogo lakše za ljude da ovo koriste.

But people were very attached

Međutim, ljudi su bili veoma privrženi

to the five-star rating system.

ocenjivanju sa pet zvezdica.

Video creators really loved their ratings.

Stvaraoci video snimaka su zaista voleli svoje ocene.

Millions and millions of people

Milioni i milioni ljudi

were accustomed to the old design.

su bili naviknuti na stari dizajn.

So in order to help people

Stoga, ne bi li pomogli ljudima

prepare themselves for change

da se pripreme za promenu

and acclimate to the new design more quickly,

i prilagode novom dizajnu brže,

we actually published the data graph

objavili smo grafikon sa podacima

sharing with the community

koji sa zajednicom dele

the rationale for what we were going to do,

obrazloženje za ono što ćemo uraditi

and it even engaged the larger industry

i čak smo uključili u taj proces i širu javnost

in a conversation, which resulted in

što je za posledicu imalo

my favorite TechCrunch headline of all time:

moj omiljeni naslov u Tekkranču do sada:

"YouTube Comes to a 5-Star Realization:

“Jutjub dolazi do zaključka od pet zvezdica:

Its Ratings Are Useless."

Njihovo ocenjivanje je beskorisno”.

Now, it's impossible to completely avoid

Nemoguće je potpuno izbeći

change aversion when you're making changes

antipatičnost prema promeni kada pravite promene

to products that so many people use.

u proizvodima koje koristi toliko ljudi.

Even though we tried to do all the right things,

Iako smo pokušali da radimo prave stvari

we still received our customary flood

i dalje smo dobili već uobičajenu količinu

of video protests and angry emails

video protesta i ljutih imejlova

and even a package that had to be scanned by security,

i čak i jedan paket koji je obezbeđenje moralo da skenira,

but we have to remember

ali moramo da zapamtimo

people care intensely about this stuff,

da ljudi zaista brinu o ovim stvarima,

and it's because these products, this work,

a to je zato što njima ovi proizvodi

really, really matters to them.

zaista puno znače.

Now, we know that we have to be careful

Znamo da moramo da budemo pažljivi

about paying attention to the details,

kada pažnju poklanjamo detaljima,

we have to be cognizant about how we use data

moramo da budemo svesni načina na koji koristimo podatke

in our design process,

u procesu dizajniranja

and we have to introduce change

i promene moramo da uvodimo

very, very carefully.

veoma, veoma pažljivo.

Now, these things are all really useful.

Ovo su sve veoma korisne stvari.

They're good best practices for designing at scale.

One su najbolji načini za dizajniranje po meri.

But they don't mean anything

Međutim, one ne znače ništa

if you don't understand something

ako ne razumete nešto

much more fundamental.

što je mnogo osnovnije.

You have to understand who you are designing for.

Morate da razumete za koga dizajnirate.

Now, when you set a goal to design

Kada postavite sebi cilj da dizajnirate

for the entire human race,

za celu ljudsku vrstu

and you start to engage in that goal in earnest,

i kada se iskreno posvetite tom cilju,

at some point you run into the walls

u jednom trenutku prosto natrčite na zidove

of the bubble that you're living in.

tog mehurića u kome živite.

Now, in San Francisco, we get a little miffed

U San Francisku, pomalo se iziritiramo kada naiđemo

when we hit a dead cell zone

na deo grada u kome nema mreže

because we can't use our phones to navigate

jer ne možemo da koristimo telefone

to the new hipster coffee shop.

za navigaciju do novog hipsterskog kafića.

But what if you had to drive four hours

Ali šta ako bi morali da vozite četiri sata

to charge your phone

da napunite svoj mobilni telefon

because you had no reliable source of electricity?

zato što nemate pouzdan izvor energije?

What if you had no access to public libraries?

Šta bi bilo kada ne biste imali pristup javnim bibliotekama?

What if your country had no free press?

Šta ako vaša zemlja nema slobodnu štampu?

What would these products start to mean to you?

Šta bi u tom slučaju ovi proizvodi značili vama?

This is what Google, YouTube and Facebook

Ovako Gugl, Jutjub i Fejsbuk

look like to most of the world,

izgledaju većem delu sveta

and it's what they'll look like

i tako će izgledati

to most of the next five billion people

većini od sledećih 5 milijardi ljudi

to come online.

koji će početi da koriste internet.

Designing for low-end cell phones

Dizajniranje za stare mobilne telefone

is not glamorous design work,

nije veličanstveni dizajnerski posao,

but if you want to design for the whole world,

ali ako želite da dizajnirate za ceo svet,

you have to design for where people are,

morate da dizajnirate prema tome gde se ljudi nalaze,

and not where you are.

a ne gde se vi nalazite.

So how do we keep this big, big picture in mind?

Pa kako stalno obraćati pažnju na ovu veliku, veliku stvar?

We try to travel outside of our bubble to see, hear

Pokušavamo povremeno da putujemo izvan našeg mehurića

and understand the people we're designing for.

ne bi li čuli, videli i bolje razumeli ljude za koje dizajniramo.

We use our products in non-English languages

Koristimo naše proizvode na jezicima koji nisu engleski

to make sure that they work just as well.

da bi bili sigurni da rade jednako dobro.

And we try to use one of these phones from time to time

S vremena na vreme pokušavamo da koristimo jedan od ovih telefona

to keep in touch with their reality.

da bi ostali svesni njihove realnosti.

So what does it mean to design at a global scale?

Pa šta znači dizajnirati na svetskom nivou?

It means difficult and sometimes exasperating work

To znači težak i ponekad razdražujući posao

to try to improve and evolve products.

pokušavanja da unapredimo i evoluiramo proizvode.

Finding the audacity and the humility to do right by them

Pronalaženje odvažnosti i poniznosti da se učini dobro za njih

can be pretty exhausting,

može biti prilično iscrpljujuće,

and the humility part,

a kada se radi o poniznosti,

it's a little tough on the design ego.

ona može ponekad biti veoma loša za ego samog dizajna.

Because these products are always changing,

Zbog toga što se ovi proizvodi stalno menjaju,

everything that I've designed in my career

sve što sam dizajnirala u mojoj karijeri

is pretty much gone,

više nije u upotrebi,

and everything that I will design will fade away.

a sve što ću dizajnirati će vremenom izbledeti.

But here's what remains:

Ali evo šta ostaje:

the never-ending thrill

oduševljenje koje se nikada ne završava

of being a part of something that is so big,

što sam deo nečega što je tako veliko

you can hardly get your head around it,

da ga jako teško možeš razumeti

and the promise that it just might change the world.

i obećanje da ćeš možda promeniti svet.

Thank you.

Hvala.

(Applause)

(Aplauz)