Tim Brown urges designers to think big

翻译人员: Cindy Yexing Qiao 校对人员: Tony Yet

I'd like to talk a little bit this morning

今天早上我想谈一谈

about what happens if we move from design

当我们把单纯的设计提升到设计思考时，

to design thinking.

将会发生怎样的改变。

Now this rather old photo up there

这里是一张老照片，

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

是我被雇佣做的第一个项目，

something like 25 years ago.

大约是25年前的事情。

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

那是一个木工的机器，至少其中有一件是。

and my task was to

我的任务就是

make this thing a little bit more modern,

使这个东西看上去更现代一些，

a little bit easier to use.

和更好用一点。

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

我当时想我做得是不错的。

Unfortunately, not very long afterwards

不幸的是，不久之后，

the company went out of business.

那个公司破产了。

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

这是我做的第二个项目，是一台传真机。

I put an attractive shell around some new technology.

我给这些新技术加上了一个人吸引人的外壳。

Again, 18 months later,

又一次，18个月后，

the product was obsolete.

这个产品就过时了。

And now, of course, the whole technology is obsolete.

而现在，当然，这整套技术都过时了。

Now, I'm a fairly slow learner,

我是一个学习速度相对比较慢的人。

but eventually it occurred to me that

但最终我还是意识到了，

maybe what passed for design

也许那些使设计过时的理念

wasn't all that important --

没有那么重要 --

making things more attractive,

让东西看上去更有吸引力，

making them a bit easier to use,

更方便使用，

making them more marketable.

更适销——这些都不是那么重要。

By focusing on a design,

只关注设计，

maybe just a single product,

也就是一个单一的产品,

I was being incremental

我遵循的是渐进式的设计理念,

and not having much of an impact.

所以没有产生太大的影响。

But I think this small view of design

但是我认为这种小视角的设计

is a relatively recent phenomenon,

是一种相对新近的现象，

and in fact really emerged

而且事实上这种现象真正的显现

in the latter half of the 20th century

是二十世纪后期

as design became a tool of consumerism.

当设计变成了消费主义的一种工具。

So when we talk about design today,

所以当今我们说到设计，

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

尤其当我们在大众化的报纸中读到它，

we're often talking about products like these.

我们经常说到的产品是这样的。

Amusing? Yes. Desirable? Maybe.

它们有趣吗？有趣。合意吗？也许。

Important? Not so very.

重要吗？不太重要。

But this wasn't always the way.

但是不是总是这样的。

And I'd like to suggest that if we take

我想提议的是如果我们对

a different view of design,

设计采取一种不同的思维方式，

and focus less on the object

对物品本身关注少一点

and more on design thinking as an approach,

对设计理念作为一种途径关注得多一点，

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

那么我们事实上也许可以在结果上看到一个更大的影响。

Now this gentleman, Isambard Kingdom Brunel,

这位先生，伊桑巴德·金德姆·布鲁内尔，

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

十九世纪在他的职业生涯里设计出很多伟大的东西，

including the Clifton suspension bridge in Bristol

包括布里斯托尔克利夫顿吊桥

and the Thames tunnel at Rotherhithe.

还有罗瑟海斯的泰晤士河隧道。

Both great designs and actually very innovative too.

两个都是非常伟大的设计而且还确实相当的创新。

His greatest creation

他最伟大的创造

runs actually right through here in Oxford.

正穿过牛津这里。

It's called the Great Western Railway.

叫做大西部铁路。

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

当我还是个孩子，我在这里附近长大。

and one of my favorite things to do

我最喜欢做的事情之一

was to cycle along by the side of the railway

就是沿着铁路骑自行车

waiting for the great big express trains to roar past.

等待着特快列车呼啸而过。

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

你可以在约瑟·马洛德·威廉·透纳的画作中看见其被描绘

"Rain, Steam and Speed".

“雨，蒸汽和速度”。

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

布鲁内尔所说的关于他想为他的乘客所实现的是

was the experience of floating across the countryside.

一种浮游穿越乡村的体验。

Now, this was back in the 19th century.

这还是过去的十九世纪

And to do that meant creating the flattest gradients

要做到意味着做出当时还没有的

that had ever yet been made,

最平的道路坡度，

which meant building long viaducts across river valleys --

也就是说造出穿越河谷的长高架桥 --

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

这其实就是横跨梅登黑德的泰晤士河的高架桥

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

以及如同威尔特郡的长隧道

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

但是他没有就此停下，他没有在

with just trying to design the best railway journey.

在仅仅尝试设计出最好的铁路旅程上之后停滞。

He imagined an integrated transportation system

他设想着一种综合的交通系统

in which it would be possible for a passenger to embark

这种系统使意味乘客有可能

on a train in London

在伦敦乘上一列火车

and disembark from a ship in New York.

然后从纽约的一艘船上下岸。

One journey from London to New York.

完成一次从伦敦至纽约的旅程。

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

这就是他建造的S.S大西部铁路

to take care of the second half of that journey.

连接旅程的第二段。

Now, Brunel was working 100 years before

这是布鲁内尔在设计作为职业出现之前100年

the emergence of the design profession,

所作的工作。

but I think he was using design thinking

但是我认为他运用了设计思维

to solve problems and to create world-changing innovations.

来解决问题和提出足以改变世界的创新。

Now, design thinking begins with what Roger Martin,

现在设计思维是由罗杰 马丁，

the business school professor at the University of Toronto,

多伦多大学商学院的教授

calls integrative thinking.

提出的整合性思考。

And that's the ability to exploit opposing ideas

这是一种能够用挖掘对立的观点

and opposing constraints

和反相的限制

to create new solutions.

来创造出新的解决方案的能力。

In the case of design, that means

至于设计，这意味着

balancing desirability, what humans need,

平衡合意性，人的需求

with technical feasibility,

和技术的可行性，

and economic viability.

以及经济的可行性。

With innovations like the Great Western,

像大西部铁路这样的创举，

we can stretch that balance to the absolute limit.

就是把这种平衡延展至绝对。

So somehow, we went from this to this.

所以从某种角度来说，我们从以前的那样到今天的这样。

Systems thinkers who were reinventing the world,

从那些曾经彻底改变世界的系统思考者，

to a priesthood of folks in black turtlenecks and designer glasses

到一群身着高领毛衣，佩戴设计师眼镜的大师们

working on small things.

只做这些小玩意儿。

As our industrial society matured,

在我们的产业社会逐渐成熟的时候，

so design became a profession

设计也变成了一种职业，

and it focused on an ever smaller canvas

而且其聚焦更小

until it came to stand for aesthetics,

直至其开始成为美学，

image and fashion.

形象和时尚的代名词。

Now I'm not trying to throw stones here.

我不是要在这里反对什么。

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

我本身自己也是一名全职的设计师。

and somewhere in here I have my designer glasses.

我身上还带着我的设计师眼镜呢。

There we go.

在这里。

But I do think that perhaps design

但是我的确认为也许设计的格局

is getting big again.

又开始变大了。

And that's happening through

这些都是因为

the application of design thinking

设计师开始将设计思维应用到

to new kinds of problems --

解决新的问题上

to global warming, to education,

这些问题包括全球变暖，教育，

healthcare, security, clean water, whatever.

医疗保健，安全，清洁水资源等。

And as we see this reemergence of design thinking

当我们看到这种设计思维重新浮出水面，

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

我们看到其开始解决新类型的问题。

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

有一些基本的观点很有用。

And I'd like to talk about some of those

我想在下面的几分钟内

just for the next few minutes.

谈论一下其中的某些想法。

The first of those is that design is

第一个想法是设计

human-centered.

是以人为本的。

It may integrate technology and economics,

它也许综合了科技和经济，

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

但它始于人们的需求，或可能的需求。

What makes life easier, more enjoyable?

什么令生活更为简单，更为愉快？

What makes technology useful and usable?

什么使科技更有用和更方便使用？

But that is more than simply good ergonomics,

但是这远不止是好的人体工程学，

putting the buttons in the right place.

将按钮放在正确的位置上。

It's often about understanding culture and context

这通常和对文化和环境的理解有关，

before we even know where to start to have ideas.

甚至发生在我们知道新的想法从哪里诞生之前。

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

所以当一个团队正致力于一个在印度的新的视力检查项目时，

they wanted to understand what the aspirations

他们想要了解这些学校的孩子们的心愿

and motivations were of these school children

和动机，

to understand how they might play a role

了解为他们父母检查视力的时候

in screening their parents.

他们会扮演怎样的角色。

Conversion Sound has developed a high quality,

声音转换已经发展成一种高质量，

ultra-low-cost digital hearing aid

超低成本的数字助听器，

for the developing world.

为发展中国家专门设计的。

Now, in the West we rely on highly trained technicians

在现在的西方我们依靠受过高级训练的技师

to fit these hearing aids.

来操作这些助听器。

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

在像印度的地方，那些技师完全不存在。

So it took a team working in India

所以，需要一个团队在印度当地和

with patients and community health workers

病人以及社区医疗工人一起工作

to understand how a PDA

去理解一个PDA

and an application on a PDA

以及一个PDA上的一个程序是如何

might replace those technicians

用来代替那些技工

in a fitting and diagnostic service.

所提供的分配和诊断类的服务。

Instead of starting with technology,

那个团队不是先从技术入手，

the team started with people and culture.

而是从人和文化着手。

So if human need is the place to start,

所以如果我们的出发点是人类的需求，

then design thinking rapidly moves on to

那么设计思维很快就变成

learning by making.

在实践中学习。

Instead of thinking about what to build,

目的不在于能造出什么，

building in order to think.

而是为了思考而建造。

Now, prototypes speed up the process of innovation,

如今模型加快了革新的进程。

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

因为只有当我们将我们的想法放到整个世界来看

that we really start to understand their strengths and weaknesses.

我们才能真正地开始去理解它们的优点和弱点。

And the faster we do that,

我们愈快地这样做，

the faster our ideas evolve.

我们的想法就会愈快地改进提高。

Now, much has been said and written about

对于印度马杜赖，

the Aravind Eye Institute in Madurai, India.

Aravind眼科机构我们的介绍还不够多。

They do an incredible job of serving very poor patients

为了达到交叉补贴的效用，

by taking the revenues from those who can afford to pay

他们用那些来自于负担得起医疗费的人们的营业利润

to cross-subsidize those who cannot.

来服务那些支付不起医疗费用的病人。

Now, they are very efficient,

现在他们不仅非常地高效，

but they are also very innovative.

而且非常地创新。

When I visited them a few years ago,

当我几年前拜访他们的时候，

what really impressed me was their willingness

真正使我受用和惊讶的是他们

to prototype their ideas very early.

尽早把想法在模型中实践的意愿。

This is the manufacturing facility

这是一个制造设备，

for one of their biggest cost breakthroughs.

这是他们实现突破成本的最大成果之一。

They make their own intraocular lenses.

他们制造自己的人工晶状体，

These are the lenses that replace those

用这些来替换那些

that are damaged by cataracts.

被白内障毁坏的天然晶体。

And I think it's partly their prototyping mentality

我认为至少部分原因是他们愿意实践模型的这种心态

that really allowed them to achieve the breakthrough.

使他们实现了这个突破。

Because they brought the cost down

由于他们把成本

from $200 a pair,

从200美元一副

down to just $4 a pair.

降低到了仅仅4美元一副。

Partly they did this by instead of building

其中的部分原因是

a fancy new factory,

他们没有建造一个新的高级工厂，

they used the basement of one of their hospitals.

而是利用了他们一个医院的地下室。

And instead of installing the large-scale machines

再之，他们没有安装那些西方生产商

used by western producers,

制造的大规模机器，

they used low-cost CAD/CAM prototyping technology.

而是采用了低成本的CAD/CAM模型技术。

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

他们现在依然成为发展中国家最大的透镜生产商，

and have recently moved into a custom factory.

并且最近也搬到了一个自己的工厂。

So if human need is the place to start,

所以如果人类的需求是我们的着手点，

and prototyping, a vehicle for progress,

然后把构建原型作为一个进步的载体，

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

那么关于终点，我们也有一些问题需要回答

Instead of seeing its primary objective as consumption,

不再是把消费主义当成是首要的目标

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

设计思维开始于探索合作和参与的空间

the shift from a passive relationship

从消费者与生产者之间的

between consumer and producer

一种被动关系

to the active engagement of everyone

转为人人皆可参与的积极过程

in experiences that are meaningful,

完成一个对他们而言有意义，

productive and profitable.

有效也有益的体验。

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

所以我想引用Rory Sutherland说过的一个概念，

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

就是也许无形的东西比有形的物质更有价值，

and take that a little bit further and say that

再延伸一下就是说，

I think the design of participatory systems,

我认为可参与系统的设计

in which many more forms of value

是一个对于超越金钱的

beyond simply cash

多种价值观的

are both created and measured,

设计和衡量，

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

并且这个会成为不仅仅是设计的核心，

but also for our economy as we go forward.

也是在我们发展进程中经济的核心。

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

当William Beveridge在1942年写下他的第一个著名的报告时，

created what became Britain's welfare state

他创造了英国的福利体系，

in which he hoped that every citizen

他希望每个公民

would be an active participant

都能够积极地参与

in their own social well-being.

到他们自己的福利体系中。

By the time he wrote his third report,

在他写下第三个报告时，

he confessed that he had failed

他承认他失败了

and instead had created a society of welfare consumers.

因为实际上他创造的是一个福利消费者的社会。

Hilary Cottam, Charlie Leadbeater,

其中的一些参与者Hillary Cottam，Charlie Ledbetter,

and Hugo Manassei of Participle

和Hugo Manassei，

have taken this idea of participation,

采用了他的公共参与的构想，

and in their manifesto entitled Beveridge 4.0,

在他们的Beveridge 4.0宣言中

they are suggesting a framework

他们提出了一个构架

for reinventing the welfare state.

来改造社会福利系统。

So in one of their projects called Southwark Circle,

在他们的Southwark Circle的项目中，

they worked with residents in Southwark, South London

他们与伦敦南部的Southwark的居民合作，

and a small team of designers

加上一个小组的设计师，

to develop a new membership organization

来设计一种新的

to help the elderly with household tasks.

帮助老人完成家务工作的会员组织。

Designs were refined and developed

这个设计经过多重改进，

with 150 older people and their families

包括与150个老人和他们的家庭进行合作。

before the service was launched earlier this year.

他们今年早些时候已经推出了这个项目。

We can take this idea of participation

我们可以从这个参与的概念中

perhaps to its logical conclusion

引申到一个逻辑的结论，

and say that design may have its greatest impact

就是说设计会达到它的最大影响，

when it's taken out of the hands of designers

只有当它们从设计师的大脑中

and put into the hands of everyone.

变成每个人手上的东西时。

Nurses and practitioners at U.S. healthcare system

在美国医疗系统里的护士和患者

Kaiser Permanente

Kaiser Permanente

study the topic of improving the patient experience,

研究了如何改进患者的体验过程的课题。

and particularly focused on the way that they exchange knowledge

尤其是他们如何交流信息，

and change shift.

和轮班。

Through a program of observational research,

通过一个观察研究的软件，

brainstorming new solutions and rapid prototyping,

头脑风暴新的解决方案和快速的模型化，

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

他们发展出一个全新换班制度。

They went from retreating to the nurse's station

他们从撤消护士站开始，

to discuss the various states and needs of patients,

来讨论各种状况和患者的不同需求，

to developing a system that happened on the ward

最终发展了一个就安置在病房的患者面前

in front of patients, using a simple software tool.

的简单软件系统。

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

实施之后，他们把离开患者的时间从

down from 40 minutes to 12 minutes, on average.

平均40分钟降低到12分钟。

They increased patient confidence and nurse happiness.

他们提高了患者的信心和护士的满意度。

When you multiply that by all the nurses

如果把这个个例落实到所有的护士，

in all the wards in 40 hospitals in the system,

以及医疗系统中的所有的40个医院里的每一个病房中，

it resulted, actually, in a pretty big impact.

它会产生一个相当大的影响。

And this is just one of thousands

而这还仅仅是在医疗系统中

of opportunities in healthcare alone.

几千个机会中的一个。

So these are just some of the kind of basic ideas

这些是关于设计思维

around design thinking

的一些基本概念，

and some of the new kinds of projects

和一些新类型的

that they're being applied to.

应用设计思维的概念的项目。

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

现在我想再谈Brunel，

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

并提出一个或许可以解释为什么这些事情发生在现在的原因，

and maybe why design thinking is a useful tool.

或许这也能解释为什么设计思维是一个有用的工具。

And that connection is change.

那个原因就是“变化”。

In times of change we need

在变化的时代我们需要

new alternatives, new ideas.

新的解决方案，新的想法。

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

Brunel是在工业革命层面去工作，

when all of life and our economy

是当我们所有的生活和经济

was being reinvented.

都发生革新的时候。

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

现在Brunel时代的工业革命系统还在继续带来影响，

and indeed they are part of the problem today.

但是确实也成为了当今问题的一部分。

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

况且，我们处在无所不在的变化中央。

And that change is forcing us to question

这些改变迫使我们从根本层面去思考

quite fundamental aspects of our society --

我们社会的问题－－－

how we keep ourselves healthy, how we govern ourselves,

如何保持健康，如何管理我们自己，

how we educate ourselves, how we keep ourselves secure.

如何教育我们自身，如何保障我们的安全。

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

所以在高度变化的时代我们需要新的选择，

because our existing solutions are simply becoming obsolete.

因为现存的解决方案已经过时了。

So why design thinking?

但是为什么是设计思维呢？

Because it gives us a new way of tackling problems.

因为它提供给我们一个新的处理问题的方式。

Instead of defaulting to our normal convergent approach

与其是循规蹈矩地使用常规的办法，

where we make the best choice out of available alternatives,

也就是从现有的选择中选出最好的，

it encourages us to take a divergent approach,

设计思维鼓励我们去采用一个不寻常的办法，

to explore new alternatives, new solutions,

去探索新的可能性，新的解决方案，

new ideas that have not existed before.

和前所未有的新想法。

But before we go through that process of divergence,

但是在我们开始开辟新道路之前，

there is actually quite an important first step.

有一个非常重要的第一步。

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

那就是，我们到底在试图回答的问题是什么？

What's the design brief?

设计的要求是什么？

Now Brunel may have asked a question like this,

Brunel可能提出这样的一个问题，

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

“我怎样搭一辆从伦敦到纽约的火车？”

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

但是如果换作今天，我们要问哪些新的问题？

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

这些就是我们近些年要开始思考的。

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

其中一个案例就是正在与我们合作的Acumen基金会，

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

他们有一个Bill和Melinda盖茨基金会赞助的项目，

How might we improve access to safe drinking water

我们如何才能提高世界上最贫穷人民的

for the world's poorest people,

安全饮用水，

and at the same time stimulate innovation

同时还促使

amongst local water providers?

当地水供应商的创新？

So instead of having a bunch of American designers

因此我们没有雇用一群美国设计师

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

让他们提出一些可能适用可能不适用得想法，

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

我们采用了一个更加开放，合作，和参与性的方法。

We teamed designers and investment experts up with

我们把设计师和投资专家和

11 water organizations across India.

11位印度的水源组织联合起来组成团队。

And through workshops they developed

通过小研讨会他们发展出一套

innovative new products, services, and business models.

创新的新产品，服务，和商业模型。

We hosted a competition

我们举办了一个比赛，

and then funded five of those organizations

他们资助了其中的5个组织

to develop their ideas.

去延伸他们的想法。

So they developed and iterated these ideas.

所以他们不断的开发他们的想法。

And then IDEO and Acumen spent several weeks working with them

随后IDEO和Acumen用几周的时间去完善他们，

to help design new social marketing campaigns,

来帮助设计新的社会营销活动，

community outreach strategies, business models,

社区推广策略，和开发商业模型，

new water vessels for storing water

新的储藏用的水管

and carts for delivering water.

和运输水的水车。

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

其中有些想法已经投入市场了。

And the same process is just getting underway

非洲东部的

with NGOs in East Africa.

NGO也在开始同样的步骤。

So for me, this project shows

对我而言，这个项目显示出

kind of how far we can go from

我们可以从

some of those sort of small things

我事业初期的

that I was working on

那些小东西

at the beginning of my career.

有能力发展到多远的未来。

That by focusing on the needs of humans

藉由关注人类的需求，

and by using prototypes

和使用模型，

to move ideas along quickly,

来快速地实施新想法，

by getting the process out of the hands of designers,

藉由把过程从设计师的手中

and by getting the active participation of the community,

转移到社区的主动参与中，

we can tackle bigger and more interesting questions.

我们可以攻克更大和更有趣的问题。

And just like Brunel, by focusing on systems,

就像Brunel一样，藉由聚焦在系统上，

we can have a bigger impact.

我们可以产生更大的影响。

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

所以这是我们在着手做事情之一。

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

实际上我非常感兴趣的是，

to know what this community thinks we could work on.

就是我想了解这个社区是怎么看待我们的工作的。

What kinds of questions do we think

我们认为设计思维

design thinking could be used to tackle?

可以用来解决哪些问题？

And if you've got any ideas

如果你有任何想法的话，

then feel free, you can post them to Twitter.

请直言，你可以把他们写在Twitter上。

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

你可以用#CBDG这个hash tag。

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

这个单子在前不久的时候看起来是这样的。

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

当然你也可以搜索你感兴趣的问题，

by using the same hash code.

还是使用同一个hash 代码就可以。

So I'd like to believe that design thinking

最后我坚信，设计思维

actually can make a difference,

真的有能力让世界变得不同，

that it can help create new ideas

它可以帮助启发新想法，

and new innovations,

和革新，

beyond the latest High Street products.

而不只是热门产品。

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

为了实现这个愿景，我觉得我们应该放远视角看设计，

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

更多像Brunel这样，不要只局限在职业范畴之内。

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

第一步就是要从提出正确的问题开始。

Thank you very much.

非常感谢。

(Applause)

（鼓掌）