Tim Brown urges designers to think big

Tim Brown tasarimcilari buyuk dusunmeye tesvik ediyor

Çeviri: Mustafa Ozkaynak Gözden geçirme: Diba Szamosi

I'd like to talk a little bit this morning

Bu sabah, konusmak istedigim konu su:

about what happens if we move from design

Eger tasarimdan

to design thinking.

tasarimsal dusunceye gecersek ne olur?

Now this rather old photo up there

Suradaki eski resim

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

işe ilk alindigimda calistigim ilk projeyi gösteriyor.

something like 25 years ago.

Yaklasik 25 yil once.

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

Bir ahsap dograma makinasi, yani onun bir bolumu

and my task was to

ve benim gorevim

make this thing a little bit more modern,

bu seyi birazcik hale modern hale getirmek ve

a little bit easier to use.

kullanimini birazcik kolaylastirmaktı.

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

O zamanlar cok iyi bir is yaptigimi dusunmustum.

Unfortunately, not very long afterwards

Malesef, cok vakit gecmeden

the company went out of business.

sirket iflas etti.

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

Bu benim yaptigim ikinci proje. Bu bir fax makinasi.

I put an attractive shell around some new technology.

Yeni teknolojinin etrafini cekici bir sekilde kapladim.

Again, 18 months later,

Yine, 18 ay sonra,

the product was obsolete.

urun kullanilmaz olmustu.

And now, of course, the whole technology is obsolete.

Ve simdi, tabiki, bu teknoloji tamamen kullanilmaz oldu.

Now, I'm a fairly slow learner,

Ben, baya yavas ogreniyorum.

but eventually it occurred to me that

Fakat, sonunda farkettim ki

maybe what passed for design

belki tasarim icin yapilanlar

wasn't all that important --

o kadar onemli degildi --

making things more attractive,

cisimleri daha cekici hale getirme,

making them a bit easier to use,

onlari daha kolay kullanilir hale getirme,

making them more marketable.

onlari daha cok pazarlanabilir yapma.

By focusing on a design,

Bir tasarima odaklanarak

maybe just a single product,

belki sadece tek bir urune

I was being incremental

ufak adimlarla iyilestirmeler yapiyordum

and not having much of an impact.

ve fazla bir etkim olmuyordu.

But I think this small view of design

Fakat bence bu dar tasarim gorusu

is a relatively recent phenomenon,

nispeten yeni bir olgu,

and in fact really emerged

ve aslinda

in the latter half of the 20th century

yirminci yuzyilin ikinci yarisinda ortaya cikti.

as design became a tool of consumerism.

Tasarim tuketimin araci oldu.

So when we talk about design today,

Bugun, tasarim dedigimiz zaman,

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

ve ozellikle guncel basinda okudugumuz kadariyla,

we're often talking about products like these.

genelikle bunun gibi urunlerden bahsediyoruz.

Amusing? Yes. Desirable? Maybe.

Komik mi? Evet? Arzu edilen mi? Belki.

Important? Not so very.

Onemli mi? Pek de degil.

But this wasn't always the way.

Fakat, bu herzaman oyle degildi.

And I'd like to suggest that if we take

Ve, benim onerim, eger biz

a different view of design,

degisik bir tasarim gorusumuz olursa,

and focus less on the object

ve objeye daha az odaklanip

and more on design thinking as an approach,

tasarimsal dusunce yaklasimina yogunlasirsak,

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

daha buyuk etkiler ortaya cikaracak sonuclar gorebiliriz.

Now this gentleman, Isambard Kingdom Brunel,

Bu beyefendi, Isambard Kingdom Brunel,

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

19. yuzyilda kariyeri boyunca bir cok onemli sey tasarladi,

including the Clifton suspension bridge in Bristol

bunlar arasinda Bristol'daki Clifton asma koprusu

and the Thames tunnel at Rotherhithe.

ve Rotherhithe'deki Thames tuneli var.

Both great designs and actually very innovative too.

Ikiside onemli tasarimlar ve aslinda oldukca yenilikci de.

His greatest creation

Onun en buyuk eseri

runs actually right through here in Oxford.

Burada, Oxford'da duruyor.

It's called the Great Western Railway.

Buyuk Bati Trenyolu.

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

Çocukluğumu buraya çok yakın bir yerde geçirdim.

and one of my favorite things to do

Ve yapmaktan en cok hoslandigim seylerden biri

was to cycle along by the side of the railway

buyuk ekspres trenin yanimdan gurleyerek gecmesini bekleyerek

waiting for the great big express trains to roar past.

bu trenyolunun yaninda bisiklet sürmekti.

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

Bunun J.M.W. Turner'in tablosunda nasil tasvir edildigini burada gorebilirsiniz,

"Rain, Steam and Speed".

"Yagmur, Buhar ve Sürat".

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

Simdi, Brunel yolculari icin basarmak istediginin

was the experience of floating across the countryside.

kirsal alanda gezinme deneyimi yasatmak olduğunu söylüyor.

Now, this was back in the 19th century.

Simdi, bu 19. yuzyilda kaldi.

And to do that meant creating the flattest gradients

Ve bunu yapmak, daha once hic yapilmamis olan

that had ever yet been made,

duz zemini yaratmak demektir,

which meant building long viaducts across river valleys --

nehir vadisinde karsilikli uzun viyadukler kurmak demektir.

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

Bu da Maidenhead'deki Thames'in karsi tarafindaki viyaduk

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

ve Wiltshirei Box'taki gibi uzun tuneller.

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

Fakat o orada durmadi. O sadece

with just trying to design the best railway journey.

en iyi tren yolu seyahati tasarlamakla yetinmedi.

He imagined an integrated transportation system

O butunlesik bir tasima sistemi tasarladi.

in which it would be possible for a passenger to embark

Bir yolcunun

on a train in London

Londra'dan bir trene binip

and disembark from a ship in New York.

New York'ta bir gemiden inebilmesinin mumkun oldugu.

One journey from London to New York.

Londra'dan New York'a bir yolculuk.

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

Bu S.S Great Western,

to take care of the second half of that journey.

yolculugun ikinci yarisini bitirmek icin inşa edildi.

Now, Brunel was working 100 years before

Simdi, Brunel tasarim mesleginin ortaya cikmasindan

the emergence of the design profession,

100 sene once calisiyordu.

but I think he was using design thinking

Fakat bence o tasarimsal dusunce kullaniyordu

to solve problems and to create world-changing innovations.

sorunlari cozmek ve dunyayi degistirecek yenilikler yaratmak icin.

Now, design thinking begins with what Roger Martin,

Simdi tasarimsal dusunce Roger Martin'le baslar

the business school professor at the University of Toronto,

Toronto Universitesinde isletme bolumunde professor,

calls integrative thinking.

buna butunlesik tasarim diyor.

And that's the ability to exploit opposing ideas

Ve bu yeni cozumler ortaya koymak icin

and opposing constraints

karşıt fikirlerden ve kisitlardan

to create new solutions.

yararlanma kabiliyetinin ta kendisidir.

In the case of design, that means

Tasarim alanında ise, bu

balancing desirability, what humans need,

cazibe, insan ihityaclari, teknik fizibilite

with technical feasibility,

ve ekonomik geleceği olan şeylerin

and economic viability.

dengelenmesi anlamına gelir.

With innovations like the Great Western,

Great Western gibi buyuk buluslarla,

we can stretch that balance to the absolute limit.

dengeyi mutlak sinirlarina kadar uzatabiliriz.

So somehow, we went from this to this.

Bir sekilde, bundan buna gectik.

Systems thinkers who were reinventing the world,

Dunyayi bastan icat eden sistem dusunurlerinden,

to a priesthood of folks in black turtlenecks and designer glasses

kucuk seyler uzerinde calisan siyah yakali ve tasarim gozlukleri

working on small things.

takan geneksel ruhban sinifina kadar.

As our industrial society matured,

Bizim sanayi toplumumuz olgunlastikca,

so design became a profession

tasarim bir meslek oldu

and it focused on an ever smaller canvas

ve daha da kucuk islere odaklandi,

until it came to stand for aesthetics,

ta ki estetik, goruntu ve moda

image and fashion.

savunucusu olacak kadar.

Now I'm not trying to throw stones here.

Simdi burada taslama yapmaya calismiyorum.

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

Ben bu ruhban sinifinin tam zamanli bir uyesiyim,

and somewhere in here I have my designer glasses.

ve burada biryerde tasarim gozluklerim var.

There we go.

Iste burada.

But I do think that perhaps design

Fakat, bana oyle geliyorki belki design

is getting big again.

yine genisliyor.

And that's happening through

ve bu

the application of design thinking

tasarimsal dusuncenin

to new kinds of problems --

yeni tip problemlere uygulanmasi ile oluyor

to global warming, to education,

kuresel isinmaya, egitime,

healthcare, security, clean water, whatever.

saglik, guvenlik, temiz su gibi konulara.

And as we see this reemergence of design thinking

ve tasarimsal dusuncenin yeniden ortaya cikmasini

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

ve yeni tip problemlerin ustesinden gelmeye basladiklarini gördükçe,

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

faydali olduklarini farkedebileceğimiz bazi temel fikirler olustu.

And I'd like to talk about some of those

Ve önümüzdeki bir-iki dakika boyunca

just for the next few minutes.

bunlarin bazilari hakkinda konusmak istiyorum.

The first of those is that design is

Birincisi, tasarim

human-centered.

insan merkezlidir.

It may integrate technology and economics,

Teknoloji ve ekonomi entegre edebilir,

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

ama baslangic noktasi insan ihyaclarinin ne oldugu veya ne olabilecegidir.

What makes life easier, more enjoyable?

Hayati daha kolay, ve daha eglenceli yapan nedir?

What makes technology useful and usable?

Teknolojiyi faydali ve kullanisli yapan nedir?

But that is more than simply good ergonomics,

Fakat bu sadece iyi ergonominin otesindedir,

putting the buttons in the right place.

taslari uygun yerlere yerlestirmek.

It's often about understanding culture and context

Genelde esas olan kulturu ve baglami anlamak

before we even know where to start to have ideas.

hatta fikri olusturmaya nedereden baslayagimizi bilmeden once.

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

Bir ara, bir takim Hindistan'da yeni bir goz kontrolu programi uzerinde çalışırken,

they wanted to understand what the aspirations

sunu anlamak istediler:

and motivations were of these school children

Bu okul cocuklarinin velilerinin taranmasında

to understand how they might play a role

rollerini anlayabilmelerini saglayacak

in screening their parents.

motivasyonlari ne olabilir?

Conversion Sound has developed a high quality,

Conversion Sound, gelisen dunya icin

ultra-low-cost digital hearing aid

yuksek kaliteli ve ultra dusuk masrafli

for the developing world.

isitme aletleri gelistirdi.

Now, in the West we rely on highly trained technicians

Simdi, batida biz ust duzeyde egitilmis teknisyenlere guveniyoruz

to fit these hearing aids.

bu isitme aletlerini takmak icin.

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

Hindistan gibi yerlerde bu teknisyenlerden yoktur.

So it took a team working in India

Bu yüzden, Hindistan'da

with patients and community health workers

montaj ve teshis hizmetinde

to understand how a PDA

PDA ya da PDA uzerindeki bir uygulamanin

and an application on a PDA

bu teknisyenlerin yerine nasıl geçebileceğini anlamak icin

might replace those technicians

hastalar ve cemiyet saglik calisanlariyla birlikte

in a fitting and diagnostic service.

takim calismasi gerekiyordu.

Instead of starting with technology,

Teknoloji ile baslamak yerine,

the team started with people and culture.

takim, insanlarla ve kulturle basladi.

So if human need is the place to start,

Eger insan ihtiyaci baslangic noktasi ise,

then design thinking rapidly moves on to

tasarimsal dusunce suratle

learning by making.

yaparak ogrenmeye geciyor.

Instead of thinking about what to build,

Kurulacak sey icin dusunmek yerine,

building in order to think.

dusunmek icin kurmak.

Now, prototypes speed up the process of innovation,

Simdi, prototipler yenilikcilik surecini hizlandiriyor.

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

Biz fikirlerimizi uygulamaya basladigimizda

that we really start to understand their strengths and weaknesses.

gercekten guclu ve zayif yanlarimizi anlamaya baslariz.

And the faster we do that,

Ve bunu daha hizli yaparsak,

the faster our ideas evolve.

fikirlerimiz daha hizli gelisir.

Now, much has been said and written about

Bugun Madurai, Hindistan'daki Aravind Goz Merkezi hakkinda

the Aravind Eye Institute in Madurai, India.

bir çok şey söylendi ve yazıldı.

They do an incredible job of serving very poor patients

Onlar fakir insanlara hizmet verme konusunda inanilmaz bir is basardilar

by taking the revenues from those who can afford to pay

ucreti karsilayabilenlerden para alarak

to cross-subsidize those who cannot.

ucreti karsilayamayanalari desteklediler.

Now, they are very efficient,

Simdi, onlar cok etkin,

but they are also very innovative.

onlar ayni zamanda yenilikci.

When I visited them a few years ago,

Onlari birkac yil once ziyaret ettigimde,

what really impressed me was their willingness

fikirlerinin prototiplerini cok erken olusturma istegi

to prototype their ideas very early.

beni cok etkiledi.

This is the manufacturing facility

Bu bir uretim tesisi

for one of their biggest cost breakthroughs.

en buyuk maliyet hamlelerinden biri.

They make their own intraocular lenses.

Kendi intraoküler lensleri uretiyorlar.

These are the lenses that replace those

Bunlar katarakt tarafindan hasara

that are damaged by cataracts.

ugratilan lenslerin yerine kullaniliyor.

And I think it's partly their prototyping mentality

Ve, onlarin prototipleme zihniyetleri

that really allowed them to achieve the breakthrough.

kismen bu hamlesini yapmalarini sagladi.

Because they brought the cost down

Cunku onlar maliyeti

from $200 a pair,

cifti 200 dolardan,

down to just $4 a pair.

cifti dort dolara cektiler.

Partly they did this by instead of building

Kismen bunu gosterisli yeni

a fancy new factory,

bir fabrika kurmak yerine,

they used the basement of one of their hospitals.

hastanelerinin zemin katini kullanarak yaptilar.

And instead of installing the large-scale machines

Ve batili ureticilerin kullandigi

used by western producers,

buyuk olcekli makinalar yerine,

they used low-cost CAD/CAM prototyping technology.

dusuk maliyetli CAD/CAM prototip teknolojisi kullandilar.

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

Onlar simdi gelisen dunyadaki en buyuk lens ureticisi oldular

and have recently moved into a custom factory.

ve yakin bir zamanda mustakil bir fabrikaya tasindilar.

So if human need is the place to start,

Boylece, eger insan ihtiyaci baslangic noktasi ise,

and prototyping, a vehicle for progress,

prototip bir ilerleme araci ise,

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

gidilen istikamet hakkinda bazi sorular olur.

Instead of seeing its primary objective as consumption,

Tasarimsal dusunce, birincil amaci tuketim olarak gormek yerine,

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

katilimciligin potansiyelini kesfetmeye baslamaktir.

the shift from a passive relationship

Tuketici ve uretici arasindaki

between consumer and producer

edilgen iliski yerine

to the active engagement of everyone

uretken ve kazancli bir deneyim ile

in experiences that are meaningful,

herkes arasında

productive and profitable.

aktif bir bağlantı oluşturmaktır.

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

Rory Sutherland'in bahsettigi fikri almak istiyorum

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

bu fikre gore fiziksel olmayan seyler, belkide fiziksel seylerden daha kiymetlidir.

and take that a little bit further and say that

bunu biraz daha ileriye goturerek soyleyebilirim ki,

I think the design of participatory systems,

bence, paranın ötesinde

in which many more forms of value

bircok farkli degere yer veren

beyond simply cash

yaratilan ve olculen katilimci sistemlerin tasarimi,

are both created and measured,

sadece tasarim icin degil

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

ilerlediğimiz sürece ekonomimiz için de

but also for our economy as we go forward.

onemli bir konu basligi olacak.

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

Yani, William Beveridge 1942 yilindaki iyi bilinen ilk raporunu yazdiginda

created what became Britain's welfare state

Britanya'nin refah devletini yaratti.

in which he hoped that every citizen

Bu durumda umdu ki her vatandas

would be an active participant

kendi sosyal mutlulugunun

in their own social well-being.

aktif katilimcisi olacakti.

By the time he wrote his third report,

Ucuncu raporunu yazdigi zamana gelindiginde,

he confessed that he had failed

yanildigini itiraf etti

and instead had created a society of welfare consumers.

ve onun yerine refah icinde tuketiciler toplumunu yaratti.

Hilary Cottam, Charlie Leadbeater,

Participle sirketinden Hillary Cottam, Charlie Ledbetter,

and Hugo Manassei of Participle

ve Hugo Manassei

have taken this idea of participation,

katilimcilik fikrini aldilar

and in their manifesto entitled Beveridge 4.0,

ve Beveridge 4.0 baslikli manifestolarinda

they are suggesting a framework

refah devletini yeniden kesfetmek icin

for reinventing the welfare state.

bir cerceve onerdiler.

So in one of their projects called Southwark Circle,

South Circle isimli projelerinde

they worked with residents in Southwark, South London

guney Londra'daki Southwark sakinlari ile calistilar

and a small team of designers

ve kucuk bir tasarim takimiyla

to develop a new membership organization

yasli insanlara ev islerinde yardim etmek icin

to help the elderly with household tasks.

yeni bir uyelik organizasyonu gelistirdiler.

Designs were refined and developed

Tasarimlar, bu yilin baslarinda hizmete girmeden once

with 150 older people and their families

150 yasli insan ve aileleriyle

before the service was launched earlier this year.

rafine edildi ve gelistirildi.

We can take this idea of participation

Biz bu katilimcilik fikrini alip

perhaps to its logical conclusion

belki onun mantiksal sonucuna bakip

and say that design may have its greatest impact

tasarim en buyuk etkisini

when it's taken out of the hands of designers

tasarimcinin elinden alinip

and put into the hands of everyone.

herkesin eline verildiginde gosterir diyebiliriz.

Nurses and practitioners at U.S. healthcare system

Birlesik Devletlerdeki Kaiser Permanente saglik sistemindeki

Kaiser Permanente

Hemsireler ve saglik calisanlari

study the topic of improving the patient experience,

hastanin basinda gecenleri iyilestirmek icin calisiyorlar.

and particularly focused on the way that they exchange knowledge

Ve ozellikle bilgi degisiminin ve

and change shift.

vardiya degisiminin nasil yapildigina odaklaniyorlar.

Through a program of observational research,

Bir gozlemsel arastima programiyla

brainstorming new solutions and rapid prototyping,

yeni cozumler ve hizli prototipleri icin beyin firtinasi yaparak

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

tamamen farkli bir vardiye degisirme yolu gelistirdiler.

They went from retreating to the nurse's station

Hemsirelerin calisma yerlerinde

to discuss the various states and needs of patients,

hastalarin ihtiyaclarini ve durumlari tartismaktan baslayip

to developing a system that happened on the ward

hasta odalarinda, hastalarin onunde

in front of patients, using a simple software tool.

basit bir yazilim kullanarak vardiye degisimi yapabilecekleri bir sistem gelistirdiler.

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

Bunu yaparak, hastalardan uzak kaldiklari zamani

down from 40 minutes to 12 minutes, on average.

ortalama 40 dakikadan 12 dakikaya cektiler.

They increased patient confidence and nurse happiness.

Hasta guvenini ve hemsire mutlulugunu arttirdilar.

When you multiply that by all the nurses

Bunu butun hemsire sayiyla carptiginiz zaman

in all the wards in 40 hospitals in the system,

saglik sistemindeki 40 hastanenin butun bolumlerinde

it resulted, actually, in a pretty big impact.

gercekten oldukca buyuk bir etkiye yol acti.

And this is just one of thousands

Ve bu yalnizca saglik alanindaki

of opportunities in healthcare alone.

binlerce firsattan sadece birisi.

So these are just some of the kind of basic ideas

Yani, bunlar tasarimsal dusunce ile ilgili

around design thinking

sadece bazi basit fikirler

and some of the new kinds of projects

ve uygulamaya konan

that they're being applied to.

bazi yeni projeler.

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

Fakat, bu noktada Brunel'e geri donmek istiyorum,

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

ve neden bu olanlarin simdi oldugunu aciklayacak bir baglanti icin bir onerim var,

and maybe why design thinking is a useful tool.

ve belkide neden tasarimsal dusunce yararli bir arac oldugunu aciklar.

And that connection is change.

Ve, bu baglanti degisimdir.

In times of change we need

Degisim zamanlarinda

new alternatives, new ideas.

yeni alternatiflere, yeni fikirlere ihtiyacimiz var.

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

Yani Brunel Endustri Devriminin zirvesinde calisti

when all of life and our economy

butun hayatin ve ekonominin

was being reinvented.

yeniden kesfedildigi zamanlardi.

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

Bugun, Burunel'in zamanindaki endustriyel sistemler devrini doldurdu,

and indeed they are part of the problem today.

Bunlar aslinda bugun problemin de bir parcasi.

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

Fakat, tekrar, devasal bir degisimin ortasindayiz.

And that change is forcing us to question

Ve bu degisim bizi toplumumuzun

quite fundamental aspects of our society --

temel yönlerini sorgulamaya zorluyor --

how we keep ourselves healthy, how we govern ourselves,

sagligimizi nasil koruyacagiz, nasil yonetilecegiz,

how we educate ourselves, how we keep ourselves secure.

nasil egitilecegiz, nasil korunacagiz.

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

Ve degisim zamanlarinda, bizim bu yeni seceneklere ihtiyacimiz var

because our existing solutions are simply becoming obsolete.

cunku mevcut cozumler basit bir ifadeyle ise yaramiyor.

So why design thinking?

Oylese, niye tasarimsal dusunce?

Because it gives us a new way of tackling problems.

Cunku bize problemlerin hakkindan gelebilmemiz icin yeni yollar sagliyor.

Instead of defaulting to our normal convergent approach

Bizim herzamanki yakinsak yaklasimi kullanmak yerine

where we make the best choice out of available alternatives,

ki bu yaklasimda elde mevcut alternatiflerin en iyisini seceriz,

it encourages us to take a divergent approach,

bizi aykiri bir yaklasima tesvik ediyor,

to explore new alternatives, new solutions,

henuz mevcut olmayan yeni alternatifler ve cozumler

new ideas that have not existed before.

yeni fikirler kesfetmeye.

But before we go through that process of divergence,

Fakat, bu aykiri surec boyunca ilerlemeden once,

there is actually quite an important first step.

oldukca onemli bir adim var.

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

Ve bu da, cevap vermeye calistigimiz soru nedir?

What's the design brief?

Tasarimin ozeti nedir?

Now Brunel may have asked a question like this,

Simdi, Brunel soyle bir soru sorabilirdi,

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

"Bir treni Londra'dan New York'a nasil goturebilirim?"

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

Fakat, bugun ne gibi sorular sorabiliriz?

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

Bunlar son zamanlarda bizden dusunmemiz istenen bazi seyler.

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

Ve ozellikler bir tanesi, Acumen Fund ile birlikte calistigimiz,

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

Bill and Melinda Gates Foundation tarafindan desteklenen bir projede.

How might we improve access to safe drinking water

Dunyanin en fakir insanlari icin

for the world's poorest people,

temiz icme suyuna erisimi

and at the same time stimulate innovation

yerel su saglayicilar arasinda yenilikciligi harekete gecirerek

amongst local water providers?

nasil iyilestirebiliriz?

So instead of having a bunch of American designers

Birkaç Amerikali tasarimciyi alip

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

uygun olabilecek ya da olamayacak yeni fikirler olusturmak yerine,

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

daha acik, isbirlikci ve katilimci bir yaklasimi sectik.

We teamed designers and investment experts up with

Tasarimcilar ve yatirim uzmanlari ile

11 water organizations across India.

Hindistan'in cesitli bolgelerinden 11 su kurumunu bir araya getirdik.

And through workshops they developed

Ve gelistirilen calistaylar araciligi ile

innovative new products, services, and business models.

yenilikci urunler, hizmetler ve is modelleri gelistirdik.

We hosted a competition

Bir yarisma duzenledik

and then funded five of those organizations

ve bu organizasyonlardfan bes tanesini

to develop their ideas.

fikirlerini gelistirmeleri icin finanse ettik.

So they developed and iterated these ideas.

Boylece, bu fikirleri gelistirdiler ve yenilediler.

And then IDEO and Acumen spent several weeks working with them

Ve ardindan IDEO ve Acumen onlarla haftalarca calisip

to help design new social marketing campaigns,

sosyal pazarlama seferberligi

community outreach strategies, business models,

topluma ulasma stratejileri, is modelleri,

new water vessels for storing water

suyu saklamak icin yeni su depolari

and carts for delivering water.

ve suyu tasimak icin yuk arabalari tasarlamarina yardim etti.

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

Bu fikirlerin bazilari pazara suruluyor

And the same process is just getting underway

ve ayni surec

with NGOs in East Africa.

dogu Afrika'daki sivil toplum orgutleriyle uygulaniyor.

So for me, this project shows

Yanii bu proje bana

kind of how far we can go from

kariyerimin başında

some of those sort of small things

uğraştığım küçük işlerden

that I was working on

ne kadar uzağa

at the beginning of my career.

gidebileceğimi gösterdi.

That by focusing on the needs of humans

Insanlarin ihtiyaclarina odaklanarak

and by using prototypes

ve prototipler kullanarak

to move ideas along quickly,

fikirleri hizlica ileriye goturerek,

by getting the process out of the hands of designers,

sureci tasarimlarin elinden alip

and by getting the active participation of the community,

aktif toplum katilimcilarina vererek,

we can tackle bigger and more interesting questions.

daha buyuk ve enteresan sorularin ustesinden gelebiliriz.

And just like Brunel, by focusing on systems,

Ve, aynen Brunel gibi, sistemlere odaklanarak,

we can have a bigger impact.

daha buyuk bir etki meydana getirebiliriz.

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

Bu uzerinde calistigimiz seylerden biri.

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

Benim ilgimi gercekten, ve belkide daha cok ceken

to know what this community thinks we could work on.

bu toplumun bizim neler uzerinde calisabilecegimizi dusundugunu bilmek.

What kinds of questions do we think

Hangi cesit sorularin

design thinking could be used to tackle?

tasarimsal dusunceyle ustesinde gelebiliriz?

And if you've got any ideas

Ve, eger bir fikriniz varsa

then feel free, you can post them to Twitter.

cekinmeyin, onlari Twitter'e gonderebilirsiniz.

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

Bunun icin kullanabileceginiz bir etiket var #CBDQ.

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

Ve, liste kisa bir sure once soyle gozukuyordu.

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

Ve tabiki sizin ilgilendiginiz sorularida arayabilirsiniz

by using the same hash code.

ayni etiketi kullanarak.

So I'd like to believe that design thinking

Boylece, suna inanmak istiyorum: tasarimsal dusunce

actually can make a difference,

gercekten bir fark meydana getirebilir,

that it can help create new ideas

yeni fikirlerin

and new innovations,

ve en son populer urunlerin otesinde yeniliklerin

beyond the latest High Street products.

ortaya cikmasina yardim edebilir.

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

Bu yapmak icin, daha genis bir tasarim gorusu edinmeliyiz,

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

daha cok Brunel gibi, profesyonel ruhbanlik alani gibi degil.

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

Ve ilk adim, dogru sorulari sormaya baslamaktir.

Thank you very much.

Cok tesekkur ederim

(Applause)

(Alkis)