David Kelley: The future of design is human-centered

翻译人员: Kang Kang 校对人员: Yue Xing

There's a lot of exciting things happening in the design world

在过去的一年里，IDEO公司和世界各地

and at IDEO this past year,

发生了很多激动人心的事。

and I'm pleased to get a chance to share some of those with you.

我非常高兴能有机会在此分享其中一些故事。

I didn't attend the first TED back in 1984

尽管我错过了1984年第一届TED大会，

but I've been to a lot of them since that time.

但我参加了之后的很多届。

I thought it [would] kind of be interesting to think back to that time

回想起那个时候很有意思。

when Richard got the whole thing started. Thank you very much, Richard;

理查德在创办之时为此付出了很多。多谢了，理查德!

it's been a big, enjoyable part of my life, coming here.

来到TED是我生命中很重要、也很快乐的一部分。

And so thinking back, I was thinking

回想那时，

those of us in Silicon Valley were really focused on products or objects --

我们在硅谷工作的那些人，真的是专心致志开发各种产品，

certainly technological objects.

各种技术产品。

And so it was great fun in those days, and some of those of you

那段时光真是太有意思了。

who are in the audience were my clients.

当时有些客户，今天也在座。

We'd come in with some prototype underneath a black cloth

记得我们准备好原型，藏在一块黑布下，

and we'd put it on the conference table,

然后放在会议桌上

and we'd pull off the black cloth and everybody would "ooh" and "ah."

当我们揭开黑布时，大家惊呼，“哦！”，“啊？”

That was a really good time.

真是很好玩的经历。

And so we'll continue to focus on products, as we always have.

所以，我们还会一如既往，关注产品设计。

And if you were here last year,

如果你去年来过，

I probably wrestled you to the floor and tried to show you my new EyeModule 2,

我或许会拖到地板上，试着给你看我的新款EyeModule 2

which was a camera that plugged into the Handspring.

它是一款针对Handspring掌上电脑设计的可插卸相机。

And I took a lot of pictures last year;

虽然很少有人知道，

very few people knew what I was up to, but I took a lot of pictures.

但我用它我拍了照片，拍了很多张。

This year -- maybe you could show the slides --

今年——或许您会给大家展示这些幻灯片

this year we're carrying this Treo, which we had a lot to do with

今年我们带了Treo

and helped Handspring design it.

我们帮助Handspring设计了这款产品。

Also, though we designed it a few years ago --

尽管几年以前它就设计好了，

it's just become ubiquitous in the last year or so --

但仅只是在去年它才流行起来。

this Heartstream defibrillator which is saving lives.

这是个用来急救的心脏除颤器

Maybe you've seen them in the airports? They seem to be everywhere now.

或许您在机场见过？现在看来满地都是。

Lots of lives are being saved by those.

这种设备救过很多条命。

And, we're just about to announce the Zinio Reader product

还有，我们正准备宣布Zinio阅读器，

that I believe will make magazines even more enjoyable to read.

我相信它会让阅读杂志变成一种享受。

So, we really will continue to focus on products.

所以，我们肯定会继续关注产品。

But something's happened in the last 18 years since Richard started TED,

不过，在理查德开创了TED之后的18年中，

and that's that people like us --

发生了一些变化——

I know people in other places have caught onto this for a long time,

我知道，其他人早已开始这样做了

but for us, we've really just started ... we've kind of

但对我们来说，才刚刚开始

climbed Maslow's hierarchy a little bit --

刚学会一点"马斯洛需要层次论"——

and so we're now focused more and more on human-centered design,

现在我们对人性化设计的关注越来越多

human-centeredness in an approach to design.

以人为中心是一种设计方法，

That really involves designing behaviors and personality into products.

即在产品设计时，充分尊重人性特点和行为习惯，以人为本。

And I think you're starting to see that,

我想你也开始注意到，

and it's making our job even more enjoyable.

这让我们的工作更为享受。

Interestingly enough, we used to primarily build 3-D models --

的确有很多乐趣。你知道，我们过去主要设计三维模型

you know, you've seen some today -- and 3-D renderings.

今天你会看到一些演示-以及三维渲染。

Then we'd go and we'd show those as communicating our ideas.

我们会借助它们，来展示新的创意。

But firms like ours are having to move to a point where

很多和我们类似的厂商已经又向前迈了一步——

we get those objects that we're designing and get them in motion,

对还在设计之中的产品，

showing how they'll be used.

给大家展示它们的用法。

And so in order to do that we've been forming

为了能做到这一点，

internal video-production groups

我们也建立了内部视频开发组

in order to make these kind of experience prototypes

去创建这种体验版原型，

that show just what we mean about the man-machine relationship.

来展示什么是人机关系。

And it's a much better way to see.

这种方式看起来要好得多。

It's kind of like architects who show people in their houses,

就像建筑师站在装饰好的房子里给人们展示设计

as opposed to them being empty.

而不是在毛坯房里面比划。

So I thought that I would show you a few videos

所以，我会给大家放一些视频

to show off this new, broader definition

给大家秀一秀我们的新设计，

of design in products and services and environments.

有产品，服务及环境等。

I have a few of them -- they're no more than a minute

我这儿准备了一些视频，不超过一分钟

or a minute-and-a-half apiece --

长的不超过1分半。

but I thought you might be interested in seeing some of our

您或许可能对我们去年完成的一些东西

work over the last year, and how it responds in video.

很感兴趣，想看看到底有多酷。

So, Prada New York: we were asked by Rem Koolhaas

好，纽约普拉达。我们接到来自

and OMA to help us conceive the technology

雷姆·库哈斯和大都会建筑事务所的邀请，

that's in their retail store in New York.

要我们帮他们设计在纽约的一个零售店面。

He wanted a new kind of store -- a new one --

他想要一种新型商店——全新的——

a store that had a cultural role as well as a retail one.

一个集文化与零售为一体的商店。

And that meant actually designing custom technology

这意味着需要特殊的设计创意，

as opposed to just buying things off the shelf and putting them to use.

而不是简单地买上几个陈列柜摆在那儿。

So, there're lots of things. Everything has RF tags:

商店里有很多东西，每样东西都有一个射频标签

there's RF tags on the user, on the cards,

甚至用户身上，卡上也都有。

there's the staff devices that are all around the store.

商店里到处都有扫描设备。

You pick them up, and once you see something that you're interested in,

一旦你选中什么喜欢的东西，

the staff person can scan them in

店员即可对其进行扫描，

and then they can be shown on any screen throughout the store.

然后在整个商店的各个屏幕都会显示其详细休息。

You can look at color, and sizes, and how it appeared on the runway, or whatever.

你可以看它的颜色，尺寸，试穿效果等等。

And so then the object -- the merchandise that you're interested in --

接着，你感兴趣的这件商品会标上记号，

can be scanned. It's taken into the dressing room,

你可以把它带进更衣室，

and in the dressing room there are scanners

那里同样有扫描仪。

so that we know exactly what clothing you have in the dressing room.

这样，我们就能准确地知道你在更衣室里试哪件衣服。

We can put that up on a touch screen

我们可以放置一个触摸屏，

and you can play with that, and get more information

当你试穿上后，你就可以通过它自由浏览，

about the clothing that you're interested in as you're trying it on.

了解更多关于这件衣服的信息。

It's been used a lot of places, but I particularly like the use here

很多地方都用到液晶显示，

of liquid crystal displays in the changing room.

但这里的设计我尤为喜欢。

The last time I went to see this store,

上次我去这家店看的时候，

there was a huge buzz about people standing outside and wondering,

很多人好奇地站在周围，议论纷纷：

"Am I going to actually get to see the people changing clothes here?"

“啊，我该不会看到人们怎么在里面换衣服的吧？”

But if you push the button, of course, the whole wall goes dark.

实际上当然不会。如果你按下这个按钮，液晶显示墙就关了。

So you can try to get approval, or not, for whatever you're wearing.

所以无论穿什么，你尽可放心得到亲友的参谋。

And then one of my favorite features of the technology

接下来是我最喜欢的一项技术——

is the magic mirror, where you put on the clothes.

魔镜。在你试衣服时，

There's a big display in the mirror, and you can turn around --

镜子里会显示一副很大的影像，

but there's a three second delay.

你转身的时候，镜像会有三秒的延迟，

So you can see what you look like from the back or all the way around, as you look.

这样你就可以看到前后左右整体效果。

(Applause)

（掌声）

About a year and a half ago we were asked to design

大约一年半前我们受邀

an installation in the museum --

为伦敦科学博物馆设计一处装置——

this is a new wing of the Science Museum in London,

博物馆里有一块新展区，

and it's primarily about digital and biomedical issues.

主要是关于数字和生物医学的。

And a group at Itch, which is now part of IDEO,

IDEA公司在Itch的一个小组，

designed this interactive wall that's about four stories tall.

设计了这面具有交互功能的墙，大约有4层楼那么高。

I don't know if anybody's seen this --

不知道是否有人见过--

it's pretty spectacular in the room.

它在房间里面显得格外壮观。

Anyway, it's based on the London subway system.

这面墙其实借助了伦敦地铁系统的设计。

And so you can see that

正如你看到的那样，

the goal is to bring some of the feedback

它的目的是获取反馈——

that the people who had gone to the museum were giving,

来博物馆参观的人们，会给一些反馈，

and get it up on the wall so everybody could see. Just for everybody to see.

把这些反馈显示在墙上，这样所有的人都能看到。

So you enter your information. Then, like the London tube system,

假设你输入一些信息，接下来就如同伦敦地铁系统，

the little trains go around with what you're thinking about.

这些小火车就会载着你的信息前进。当到达一个车站时，

And then when you get to a station, it's expanded so that you can actually read it.

这条信息就会展开，内容一览无遗。

Then when you exit the IMAX theatre on the fourth floor --

在你从第四层的IMAX剧院出来时，

mostly teenagers coming out of there --

会看到好多孩子

there's this big open space that has these tables in it

那里有这样大的一个空间，里面有桌子

that have interactive games which are quite fun,

设计了很多非常有趣的交互游戏。

also designed by Durrell [Bishop] and Andrew [Hirniak] of Itch.

也是出自Itch小组的杜勒·毕晓普和安德鲁·海尔纳克之手。

And the topics include things that the museum is about:

其中的主题主要涉及：

male fertility, choosing the sex of your baby

雄性可育性，选择孩子的性别，

or what a driverless car might be like.

以及无人驾驶汽车是什么样。

There's lots of room, so people can come up

那里有很多个房间，人们在尝试之前

and understand what it is before they get involved.

可以先了解下是什么东西。

And also, it's not shown in the video, but these are very beautiful.

而且，虽然不是用视频显示的，但看起来非常漂亮

They go to the top of the wall and when they reach all the way to the top,

他们一路来到墙的顶端，

after they've bounced around, they disperse into bits

在弹回之后，变成了碎片，

and go off into the atmosphere.

消失在空气中。

The next video is not done by us.

下面一个视频不是我们做的。

This is CBS Sunday Morning that aired about two weeks ago.

CBS周日早间报道在大约两个星期之前播出了这段视频。

Scott Adams ran into us

斯科特·亚当斯碰巧遇见我们，

and asked us if we wouldn't help to design

问是否愿意帮忙为迪尔伯特

the ultimate cubicle for Dilbert,

设计最终的工作格间。

which sounded like a fun thing and so we couldn't pass it up.

听起来很有意思，我们可不能拒绝。

He's always been interested in technology in the future.

他对未来的技术总是很感兴趣。

(Video: Scott Adams: I realized that at some point I might be

（视频：斯科特·亚当斯：这些工作格间有什么毛病，

the world's expert on what's wrong with cubicles.

某些时候我觉得自己再清楚不过了。

So we thought, well, wouldn't it be fun to get together

然后就想，

with some of the smartest design guys in the world

找一些世界上最具设计头脑的人

and try to figure out if we could make the cubicle better?

一起尝试把这些格子间改得更好些，岂不是很有趣？

Narrator: Though they work in a wide-open office space

讲述者：尽管是在旧金山奥克兰海湾大桥

spectacularly set under San Francisco's Oakland Bay Bridge,

工作空间非常开阔，宏伟壮观，

the team built their own little cubicles

但团队却是在这里建造他们自己的迷你格子间，

to fully experience the problems.

以充分体验其存在的问题。

Woman: A one-way mirror. I can look out; you can look at yourself.

女音：一个单面镜。我可以向外面看；你可以看到你自己。

Narrator: They took pictures.

讲述者：他们拍了照片。

Woman: You feel so trapped, when someone kind of leans over

女音：如果有什么弯曲或倾斜，会让人感觉到很局促

and you're sort of held captive there for a minute.

呆在那一分钟，你就象是感觉在关禁闭。

SA: So far it's chaos, but a lot of people are doing stuff, so that's good.

斯科特.亚当斯：目前看来还是乱糟糟的，但很多人在忙乎

We'll see what happens.

似乎进展得不错，让我们拭目以待。

Narrator: The first group builds a cubicle in which the walls are screens

讲述者：第一组设计的小卧室，

for the computer and for family photos.

墙面充满了计算机屏幕和家庭照片。

In the second group's scenario, the walls are alive

第二组，墙面很生动

and actually give Dilbert a group hug.

实际上给迪尔伯特一个大拥抱。

(Laughter)

（笑声）

Behind the humor is the idea of making the cubicle more human.)

这个主意的背后实际上使这个小格子间更人性化。）

David Kelley: So here's the final thing, complete with orange lighting

大卫：最后一个，使用了橘红色的光

that follows the sun across -- that follows the tracks of the sun -- across the sky.

沿着太阳光照射，一直到天空中。

So you feel that in your cubicle.

所以你会觉得非常舒适。

And my favorite feature, which is a flower in a vase

我最喜欢的一处是花瓶，

that wilts when you leave in disappointment,

当你离开时，它会很失望蔫下去，

and then when you come back, it comes up to greet you, happy to see you.

当你回来时，它立即变得很有生气，跟你打招呼。

(SA: The storage is built right into the wall.)

(斯科特: 存储与墙融合到了一起。）

DK: You know, it has homey touches like a built-in fish tank in the walls,

大卫：你知道，就象在墙里面嵌了一个鱼缸一样，很有家的感觉。

or something to be aggressive with to release tension.

或者某种东西，特别能助你释放压力。

(SA: Customizable for the boss of your choice.)

（斯科特：根据个人的喜好而定制的这个“老板”。）

DK: And of course: a hammock for your afternoon nap

大卫：在这个小卧室中，还有一样东西：

that stretches across your cubicle.

用于午睡的吊床，它就悬挂在小卧室中。

(SA: Life would be sweet in a cubicle like this.)

（斯科特：生活就应该象这个小卧室般温馨。）

DK: This next project, we were asked to design a pavilion to celebrate

大卫：下一个项目，是设计一个水榭

the recycling of the water on the Millennium Dome in London.

来庆祝伦敦千禧穹顶的水循环系统。

The dome has an incredible amount of water that washes off of it,

在这个穹顶，有难以置信的水量从上面留下来，

as well as wastewater.

其中包括污水。

So this building actually celebrates the water

这座建筑实际上是想庆祝这一点。

as it comes out of the recycling plant and goes into the reed bed

水经过循环回收设施，会流入苇地。

so that it can be filtered for the final time.

这样在最后一刻就得到了过滤。

The pavilion's design goal was to be kind of quiet and peaceful.

水榭的设计目标，追求一种宁静祥和的感觉。

In contrast to if you went inside the dome, where it's

与在建筑里面截然不同，

kind of wild and crazy and everybody's

里面热闹非凡，人人都在学各种各样的东西，

learning all kinds of things, or fooling around, or whatever they're doing.

或四处闲逛，或做其他的事情等。

But it was intended to be quite quiet.

但水榭的设计却要求非常安静。

And then you would wander around and gather information,

你会围绕着建筑四下观察，

in a straightforward fashion, about the recycling process

以一种很直接的方式，收集关于该循环过程的信息。

and what's being done, and how they're going to reuse the water

都做了什么处理，在流经该设备时，

once it comes through the plant.

如何能得到重复利用等。

And then, if you saw,

接着，如果你看到的话，

the panels actually rotate. So you can get the information

这些板子实际上在转动。所以你能看到设备的前面，收集信息，

on the front side, but as they rotate, you can see the actual

而在它们转动时，你能看到实际上它的后面，

recycling plant behind, with all the machines as they actually process the water.

以及所有处理流水的机器。

You can see: there's the plant.

你可以看到：那里有一个设备

These are all very low-budget videos, like quick prototypes.

都是很低成本的视频，就像快速原型。

And we're announcing a new product here tonight,

今天晚上再这里我们会宣布一款新的产品，

which is the first time this has ever been shown in public.

这是第一次在公众面前进行展示。

It's called Spyfish, and it's a company called H2Eye,

它的名字是Spyfish, 来自公司H2Eye,

started by Nigel Jagger in London.

由奈杰尔·贾格尔在伦敦创建。

And it's a company that's trying to bring the experience -- many people have boats,

这家公司尝试给大家带来一种全新体验——

or enjoy being on boats, but a very small percentage of people

很多人有船，或是很享受在船上的生活，但只有很少一部分人

actually have the capability or the interest in going under the water

有能力或者有兴趣到水下去

and actually seeing what's there,

真实地看看那里到底有什么，

and enjoying what scuba divers do.

享受潜水者才有的乐趣。

This product, it has two cameras.

这款产品有两个摄像机。

You throw it over the side of your boat

你把它放在船底，

and you basically scuba dive without getting wet.

这样就感觉象是在潜水，但自己却滴水不用沾。

For us -- there's the object -- for us, it was two projects. One, to design the interface

就是这样一件东西。 对我们来说，它是两个项目。

so that the interface doesn't get in your way.

其一，是设计界面，保证它不会挡着你的路。

You could have that kind of immersive experience of being underwater --

你将会有那种在水下，被完全浸没的体验——

of feeling like you're underwater -- seeing what's going on.

就感觉像你真地在水下——看看接下来会发生什么事。

And the other one was to design the object

另一个就是设计这件东西本身，

and make sure that it was a consumer product and not a research tool.

确保它是一款可消费的产品，而不仅仅是研究工具。

And so we spent a lot of time -- this has been going on for about

我们花了很长时间——

seven or eight years, this project --

已近进行了约七八年时间——

and [we're] just ready to start building them.

我们才刚准备好开始开发这些产品。

(Narrator: The Spyfish is a revolutionary subaquatic video camera.

（讲述者：Spyfish是一个革命性的水下摄像机。

It can dive to 500 feet, to where sunlight does not penetrate,

它能下潜到500英尺，太阳光都无法透到这么深。

and is equipped with powerful lights.

它有很强的光

It becomes your eyes and ears as you venture into the deep.

在你深水探险时，它会变成你的眼睛和耳朵。

The battery-powered Spyfish sends the live video-feed through a slender cable.)

强劲的电池使得Spyfish能够通过一根细长的缆线传送实时视频。）

DK: This slender cable was a huge technological advancement

大卫：这根细长的缆线是一项巨大的技术进步，

and it allowed the whole thing to be the size that it is.

它使得一切都能以原貌展示，栩栩如生。

(Narrator: And this central box connects the whole system together.

（讲述者：这个中心和连接着系统的所有部分。

Maneuvering the Spyfish is simple with the wireless remote control.

自动Spyfish具有一个无线的遥控器，操作起来非常简单。

You watch the video with superimposed graphics

你可以看到视频，还有叠加起来的图片

that indicate your depth and compass heading.

显示你当前的深度及航向。

The fluid graphics and ambient sounds combine

流畅的图形和立体的声音结合起来，

to help you completely lose yourself underwater.)

会让你完全沉迷在水下世界中。）

(Applause)

（掌声）

DK: And the last thing I'll talk about is ApproTEC,

大卫：最后我要说的是ApproTEC

which is a project that I'm very excited about.

这是一个让我非常激动的项目。

ApproTEC is a company started by Dr. Martin Fisher,

ApproTEC由马丁·费舍尔创建的公司，

who's a good friend of mine. He's a Ph.D. from Stanford.

他是我的好朋友，斯坦福大学的博士。

He found himself in Kenya on a Fulbright

在肯尼亚富布莱特基金项目中，

and he had a very interesting insight, which is that

他有一个有趣的发现。

he said, "There must be entrepreneurs in Kenya;

他说，“肯尼亚必须有企业主；

there must be entrepreneurs everywhere."

必须遍地都是企业主。”

And he noticed that for weddings and funerals there

他注意到那里的婚礼和葬礼上，

they could find enough money to put something together.

他们都可以找到足够的钱办得风风光光。

So he decided to start manufacturing products in Kenya

所以他决定在肯尼亚，与肯尼亚生产商一起

with Kenyan manufacturers -- designed by people like us, but taken there.

制造产品——由象我们这样的人设计，但在那里制造。

And to this date -- he's been gone for only a few years --

到现在为止——他到那里也只是为数不多的几年——

he's started 19,000 companies.

但他已经启动了19000个公司。

He's made 30,000 new jobs.

他提供了30000个工作机会，

And just the sales of the products -- this is a non-profit --

仅只是销售这些产品——这是非盈利的——

the sales of these products is now .6% of the GDP of Kenya.

这些产品的销售现在占了肯尼亚GDP的6%。

This is one guy doing this. This is a pretty spectacular thing.

这是一个人做到的，这是一件极为了不起的事。

So we're in the process of helping them design

我们现在正在帮他们设计

deep-well, low-cost manual pumps

低成本的手摇泵。

in order for these people who have a quarter acre of land

目的是让那些人均只有约四分之一英亩土地的人，

to be able to grow crops in the off-season.

能够在旱季也能种植庄稼。

What they do now is: they can grow crops in the rainy season

而他们现在，只能在雨季种，

but they can't grow them in the off-season.

到了旱季只能白白等着。

And so by doing that, the woman that you saw in the first thing --

第一张照片里的女士，

she's a school teacher -- always wanted to send her kids to college

她是一位老师，一直想要送她的孩子去上大学。

and she's going to be able to do it because of these things.

所以有了这种工具，她终于能做到了。

So with seed-squeezers, and pumps, and hay-balers and

同时我们也在设计榨种机，水泵，牧草压捆机，

very straightforward things that we're designing --

以及其他简单易用的东西。

my students are doing this as class projects

我在斯坦福的学生这些当作课堂项目在运作，

and IDEO has donated their time to do this kind of work --

IDEO给员工一定工作时间来完成这种工作。

it's really amazing to see his success, Martin's.

看到马丁的成功，真是让人十分激动。

We also were thinking about the experience of Richard,

同时我们也在思考理查德的经历，

and so --

那么——

(Laughter)

（笑声）

-- we designed this hat, because I knew I'd be the last one in the day

我们设计了这款帽子。我知道我会是今天最后一位，

and I needed to deal with him. So I just have one more thing to say.

我需要想办法对付他。最后还有一件事要说，

(Laughter)

（笑声）

Can you read it?

你能认出来吗？

(Laughter)

（笑声）

Well, it's always kind of funny when he comes up and hovers.

没错，每次他出现招呼大家时，总是很滑稽。

You know, you don't want to be rude to him and you don't want to feel guilty,

你知道，大家并不想冒犯他，也不想让自己有罪恶感

and so I thought this would do it, where I just sit here.

所以这个帽子刚刚好。我只用戴着它，坐在这里！

(Laughter)

（笑声）

(Applause)

（掌声）

So we saw a lot of interesting things being designed today in this session,

今天的讲座中，大家从各个演讲者那里

and from all the different presenters.

看到了很多有趣的设计。

And in my own practice, from product to ApproTEC,

就我个人经验来说，从产品到ApproTEC，

it's really exciting that we're taking a more human-centered approach to design,

看到大家正在使用一种更为人性化的方法，

that we're including behaviors and personalities in the things we do,

设计时充分考虑到人性特点和行为习惯，

and I think this is great.

这非常棒，非常让人激动。

Designers are more trusted and more integrated

设计者赢得了更多的信任，

into the business strategy of companies,

与公司的商业战略更为融合。

and I have to say, for one, I feel very lucky at the progress that design

我不得不说，看到自从第一届TED以来设计所取得的进步，

has made since the first TED. Thanks a lot.

作为其中一员，我感到非常幸运。谢谢大家。