Paul Bennett: Design is in the details

譯者: Manlai YOU 審譯者: Chun-wen Chen

Hello. Actually, that's "hello" in Bauer Bodoni

哈囉。這 "Hello" 是 Bauer Bodoni 字體

for the typographically hysterical amongst us.

這裡有人對字體設計有興趣。

One of the threads that seems to have come through

近日來呈現出一項

loud and clear in the last couple of days

清楚明白的訊息，就是：

is this need to reconcile what the Big wants --

如何調和｢大的｣想要的 －

the "Big" being the organization, the system, the country --

｢大的｣是指組織、系統、國家 －

and what the "Small" wants -- the individual, the person.

和｢小的｣想要的 － 個人、自己。

And how do you bring those two things together?

及如何把這兩件事結合一起？

Charlie Ledbetter, yesterday, I thought, talked very articulately

Charlie Ledbetter 昨天說得很清楚

about this need to bring consumers, to bring people

有需要把消費者、大眾

into the process of creating things.

帶進創造事物的過程。

And that's what I want to talk about today.

這也是今天我要談的。

So, bringing together the Small to help facilitate and create the Big,

因此，一起帶｢小｣以促成及創造｢大｣，

I think, is something that we believe in -- something I believe in,

我認為，是我們的信念 － 我的信念，

and something that we kind of bring to life

也是我們經由 Ideo 的工作

through what we do at Ideo.

所要達成的。

I call this first chapter -- for the Brits in the room --

我為英國聽眾把第一章叫做 －

the "Blinding Glimpse of the Bleeding Obvious."

明顯流血卻視而不見

Often, the good ideas are so staring-at-you-right-in-the-face

往往好的構想近在眼前，

that you kind of miss them. And I think, a lot of times,

你卻錯失了它。我認為，我們常常

what we do is just, sort of, hold the mirror up to our clients, and sort of go,

只是拿鏡子對著客戶，說：

"Duh! You know, look what's really going on."

｢嗯！你看是怎麼回事。｣

And rather than talk about it in the theory,

而不是和他談事理，

I think I'm just going to show you an example.

我來讓你看個例子。

We were asked by a large healthcare system in Minnesota

有個在明尼蘇達的大型醫療機構找我們，

to describe to them what their patient experience was.

要我們告訴它：他們病患的體驗是什麼。

And I think they were expecting --

我猜，他們預期的是 －

they'd worked with lots of consultants before --

他們曾和多家設計公司合作過 －

I think they were expecting some kind of hideous org chart

他們預期的是一些討厭的組織圖表

with thousands of bubbles and systemic this, that and the other,

成千的泡圈及系統的這個、那個、等等，

and all kinds of mappy stuff.

及各種的圖示化資料。

Or even worse, some kind of ghastly death-by-Powerpoint thing

甚至是某種嚇人的 Powerpoint 幻燈片

with WowCharts and all kinds of, you know, God knows, whatever.

包含 WowChart 等各種鬼東西。

The first thing we actually shared with them was this.

我們提報的第一件事是這樣的。

I'll play this until your eyeballs completely dissolve.

我要播放它直到你眼珠子跳出來。

This is 59 seconds into the film.

這是影片的第 59 秒。

This is a minute 59.

這是 1 分 59 秒。

3:19.

3 分 19 秒。

I think something happens. I think a head may appear in a second.

事情要發生了。很快可能會有頭出現。

5:10.

5 分 10 秒。

5:58.

5 分 58 秒。

6:20.

6 分 20 秒。

We showed them the whole cut,

我們播整個帶子給他們看。

and they were all completely, what is this?

他們全都問：這是什麼？

And the point is when you lie in a hospital bed all day,

問題是，當你在醫院裡臥床一整天，

all you do is look at the roof, and it's a really shitty experience.

你能看的只是天花板，這真是惱人的經驗。

And just putting yourself in the position of the patient --

只要把你自己當成病人，

this is Christian, who works with us at Ideo.

這是 Christian，我們的 Ideo 同事。

He just lay in the hospital bed,

他躺在病床上，

and, kind of, stared at the polystyrene ceiling tiles

就這樣瞪著聚苯乙烯天花板

for a really long time.

很長一段時間。

That's what it's like to be a patient in the hospital.

醫院病人可能就是這樣。

And they were sort, you know, blinding glimpse of bleeding obvious.

而他們卻有若視而不見。

Oh, my goodness. So, looking at the situation

天哪。看看這個情況

from the point of view of the person out --

從當事人的角度看 －

as opposed to the traditional position of the organization in --

而不是由組織的傳統角度看 －

was, for these guys, quite a revelation.

這對他們有很大的啟發。

And so, that was a really catalytic thing for them.

對他們有催化作用。

So they snapped into action.

因此，他們採取了行動。

They said, OK, it's not about systemic change.

他們說：好，不是關於系統的改變。

It's not about huge, ridiculous things that we need to do.

要做的不是巨大、荒謬的事。

It's about tiny things that can make a huge amount of difference.

是能造成巨大不同的細小的事

So we started with them prototyping some really little things

因此，我們開始為他們設計些細小的事。

that we could do to have a huge amount of impact.

做了能帶來巨大的衝擊的事。

The first thing we did was we took a little bicycle mirror

首先，我們帶來一個腳踏車後照鏡。

and we Band-Aided it here, onto a gurney, a hospital trolley,

將它綁在醫院推床上，

so that when you were wheeled around by a nurse or by a doctor,

因此當你由護士或醫師推著走時，

you could actually have a conversation with them.

你實際上可以和他們說話。

You could, kind of, see them in your rear-view mirror,

你可以在後照鏡中看見他們，

so it created a tiny human interaction.

而創造一個小型的人際互動。

Very small example of something that they could do.

這是他們能做的小例子。

Interestingly, the nurses themselves, sort of, snapped into action --

有趣的事，護士們都採取了行動 －

said, OK, we embrace this. What can we do?

說：好，我們喜歡它。我們該怎麼做？

The first thing they do is they decorated the ceiling.

首先，他們裝飾了天花板。

Which I thought was really -- I showed this to my mother recently.

這我認為很 － 最近我把它秀給我媽看。

I think my mother now thinks that I'm some sort of interior decorator.

我媽現在以為我是室內設計師。

It's what I do for a living, sort of Laurence Llewelyn-Bowen.

是我謀生的職業，就像 Laurence Llewelyn-Bowen

Not particularly the world's best design solution

雖不是世界上最好的設計解答，

for those of us who are real, sort of, hard-core designers,

對正牌設計師而言。

but nonetheless, a fabulous empathic solution for people.

但卻是對人們有神效的強力解答。

Things that they started doing themselves --

他們開始自己做的事有 －

like changing the floor going into the patient's room

如：改變病房內的地板

so that it signified, "This is my room. This is my personal space" --

它意味著：「這是我房間。我的個人空間，」－

was a really interesting sort of design solution to the problem.

是個對問題很有趣的解答。

So you went from public space to private space.

因而你從公共空間走入私人空間。

And another idea, again, that came from one of the nurses -- which I love --

另一個構想也來自護士 － 我很喜歡它 －

was they took traditional, sort of, corporate white boards,

他們把傳統的公司用白板，

then they put them on one wall of the patient's room,

掛在病房牆上，

and they put this sticker there.

貼上使用說明。

So that what you could actually do was go into the room

因此你能實際進到房間

and write messages to the person who was sick in that room,

留言給房裡的病人，

which was lovely.

真是貼心。

So, tiny, tiny, tiny solutions that made a huge amount of impact.

因此，小小的解答達到了巨大的衝擊。

I thought that was a really, really nice example.

我認為那真真正正是個好例子。

So this is not particularly a new idea,

所以這不是特別的新想法，

kind of, seeing opportunities in things that are around you

只是有如在你四周找機會

and snapping and turning them into a solution.

抓住它，並為它找到解答。

It's a history of invention based around this.

這就是基於這個原理的發明史。

I'm going to read this because I want to get these names right.

我想唸一下，因為我要把名字唸對。

Joan Ganz Cooney saw her daughter -- came down on a Saturday morning,

Joan Ganz Cooney 看到她女兒 － 某個星期六早上，

saw her daughter watching the test card,

看到她女兒在看考試卡，

waiting for programs to come on one morning

一邊在等著節目開始

and from that came Sesame Street.

因而創造了芝麻街節目。

Malcolm McLean was moving from one country to another

Malcolm McLean 從一國到另一國

and was wondering why it took these guys so long

不解何以要那麼久

to get the boxes onto the ship.

才能把箱子搬上船。

And he invented the shipping container.

因而發明了船運貨櫃

George de Mestral -- this is not bugs all over a Birkenstock --

George de Mestral － 這不是蟲爬在勃肯鞋上 －

was walking his dog in a field and got covered in burrs,

在原野蹓狗而沾滿了毛刺，

sort of little prickly things, and from that came Velcro.

有細刺的東西，因而發明了魔鬼沾

And finally, for the Brits, Percy Shaw -- this is a big British invention --

最後，英國人 Percy Shaw － 偉大的英國發明 －

saw the cat's eyes at the side of the road,

當他晚上開車回家，

when he was driving home one night and from that came the Catseye.

看到路邊的貓眼睛，而發明了貓眼反光器。

So there's a whole series of just using your eyes,

因此，有一大系列，只要用你的眼睛，

seeing things for the first time, seeing things afresh

以新鮮眼光看事情

and using them as an opportunity to create new possibilities.

以此為機會來創造新的可能。

Second one, without sounding overly Zen,

其次，不必講得太玄，

and this is a quote from the Buddha:

這是佛陀的話：

"Finding yourself in the margins, looking to the edges of things,

｢處在邊緣，觀看事物周邊，

is often a really interesting place to start."

往往是有趣的起點。｣

Blinkered vision tends to produce, I think, blinkered solutions.

遮罩的視線將產生遮罩的解答。

So, looking wide, using your peripheral vision,

因此，看廣、使用周邊視覺，

is a really interesting place to look for opportunity.

是找機會的有趣地方。

Again, another medical example here.

再一次，另一個醫療例子。

We were asked by a device producer --

有個設備商找我們 －

we did the Palm Pilot and the Treo.

我們設計了 Palm Pilot 和 Treo。

We did a lot of sexy tech at Ideo --

在 Ideo 我們設計很多性感科技品 －

they'd seen this and they wanted a sexy piece of technology

他們看了，也想要把性感科技

for medical diagnostics.

用在醫療診斷。

This was a device that a nurse uses

這是護士用的設備

when they're doing a spinal procedure in hospital.

用在醫院的脊椎程序上。

They'll ask the nurses to input data.

他們要護士輸入資料。

And they had this vision of the nurse, kind of, clicking away

他們期待看到護士不停按著

on this aluminum device

這個鋁殼設備

and it all being incredibly, sort of, gadget-lustish.

充滿令人難以置信的，科技玩意感。

When we actually went and watched this procedure taking place --

當我們真正去看程序的進行 －

and I'll explain this in a second --

我等下再做說明 －

it became very obvious that there was a human dimension to this

很明顯，它有個人性面

that they really weren't recognizing.

他們沒有注意到。

When you're having a four-inch needle inserted into your spine --

當有根四吋的針刺進你的脊柱 －

which was the procedure that this device's data was about;

設備的資料就是用在這個程序 －

it was for pain management -- you're shit scared; you're freaking out.

那是用作疼痛管理。 你會怕得要死 － 你會恍惚不定。

And so the first thing that pretty much every nurse did,

因此幾乎每個護士都會

was hold the patient's hand to comfort them. Human gesture --

握著病人的手安撫他。這個人道示意 －

which made the fabulous two-handed data input completely impossible.

使兩手操作的資料輸入變成完全不可能。

So, the thing that we designed, much less sexy

因此，我們設計的東西則沒有那麼性感

but much more human and practical, was this.

但更人性及實用，就是這個。

So, it's not a Palm Pilot by any stretch of the imagination,

所以，它都不是 Palm Pilot，任你如何想像。

but it has a thumb-scroll so you can do everything with one hand.

但它有個姆指輪，你能單手操作。

So, again, going back to this -- the idea that a tiny human gesture

再回到主題 － 微小的人道示意的觀念

dictated the design of this product.

取決了這個產品的設計。

And I think that's really, really important.

我認為那是非常、非常重要的。

So, again, this idea of workarounds.

因此再一次，這個邊做邊看的想法。

We use this phrase "workarounds" a lot,

我們很常用「邊做邊看」，

sort of, looking around us. I was actually looking around the TED

四處看看。我實際上是裡裡外外看 TED

and just watching all of these kind of things happen

我來到這裡，看到

while I've been here.

所有這類事情在發生。

This idea of the way that people cobble together solutions in our life --

人們在生活中組合解答 －

and the things we kind of do in our environment

就是，我們在環境中做的事

that are somewhat subconscious but have huge potential --

無意識地做卻有巨大潛能 －

is something that we look at a lot.

這就是我們看上的觀念。

We wrote a book recently, I think you might have received it,

最近我們寫了一本書，也許你有收到，

called "Thoughtless Acts?"

叫做｢無意識行為。｣

It's been all about these kind of thoughtless things that people do,

是關於人們無意識下做的事，

which have huge intention and huge opportunity.

有著巨大的意向和機會。

Why do we all follow the line in the street?

我們為何跟著街上的線走？

This is a picture in a Japanese subway.

這是在日本的地鐵站。

People consciously follow things even though, why, we don't know.

人們特意跟著做，即使不知為何要這樣。

Why do we line up the square milk carton with the square fence?

為何我們把方形奶盒對正方形欄杆？

Because we kind of have to -- we're just compelled to.

因為我們好像要 － 不得不如此。

We don't know why, but we do.

我們不知為何，就是做。

Why do we wrap the teabag string around the cup handle?

為何我們繞茶包線在杯柄？

Again, we're sort of using the world around us

再度，我們只是應用周遭世界

to create our own design solutions.

來創造自己的設計解答。

And we're always saying to our clients: "You should look at this stuff.

我們總是告訴客戶：｢你要注意這些東西。

This stuff is really important. This stuff is really vital."

它很重要。它很有活力。｣

This is people designing their own experiences.

這是人們設計自己的體驗。

You can draw from this.

你們可以從這裡學到。

We sort of assume that because there's a pole in the street,

我們假設：因為街上有柱子，

that it's okay to use it, so we park our shopping cart there.

可以用，所以停靠購物車在那裡。

It's there for our use, on some level.

它在那裡，供我們使用。

So, again, we sort of co-opt our environment

再度，我們援用環境

to do all these different things.

來做這些不同的事。

We co-opt other experiences --

我們援用其他經驗 －

we take one item and transfer it to another.

取一項轉用到另一項。

And this is my favorite one. My mother used to say to me,

這是我的最愛。我媽曾告訴我，

"Just because your sister jumps in the lake doesn't mean you have to."

｢因為你姐姐跳進湖裡，不代表你也要跳。｣

But, of course, we all do. We all follow each other every day.

但我們都做了。我們都每天彼此跟從。

So somebody assumes

因此有人假設

that because somebody else has done something,

因為有人做了某事，

that's permission for them to do the same thing.

即表示他們也可做相同的事。

And there's almost this sort of semaphore around us all the time.

這種信號似乎隨時到處都有。

I mean, shopping bag equals "parking meter out of order."

就是：塑膠袋 = ｢停車錶壞了。｣

And we all, kind of, know how to read these signals now.

現在我們都會讀這類信號了。

We all talk to one another in this highly visual way

我們都以這種高度的視覺方式告知彼此

without realizing what we're doing.

而不自覺做了什麼。

Third section is this idea of not knowing,

第三部分是｢不知｣的觀念，

of consciously putting yourself backwards.

是特意把自己推回去。

I talk about unthinking situations all the time.

我一直在談｢不思｣的情況

Sort of having beginner's mind, scraping your mind clean

回到初次的心態，把心思刮淨

and looking at things afresh.

以新鮮感看事物。

A friend of mine was a designer at IKEA,

我有個朋友是 IKEA 的設計師，

and he was asked by his boss

老闆請他

to help design a storage system for children.

幫忙設計兒童用貯藏家具。

This is the Billy bookcase -- it's IKEA's biggest selling product.

這是比利書櫃 － IKEA 最暢銷的產品。

Hammer it together. Hammer it together with a shoe, if you're me,

自己組合。用鞋子敲打組合，如果你是我，

because they're impossible to assemble.

因為很難組合。

But big selling bookcase. How do we replicate this for children?

但卻很暢銷。如何為兒童複製一個？

The reality is when you actually watch children,

真相是，當你實際去看兒童，

children don't think about things like storage in linear terms.

兒童不是直線式地考慮收藏。

Children assume permission in a very different way.

兒童以很不同的方式看可能性。

Children live on things. They live under things.

他們跳上物品。他們爬到物品下。

They live around things,

他們環繞物品，

and so their spatial awareness relationship,

因此他們的空間關係，

and their thinking around storage is totally different.

及他們對收藏的想法完全不同

So the first thing you have to do -- this is Graham, the designer --

因此，首先你要 － 這是 Graham 設計師 －

is, sort of, put yourself in their shoes. And so, here he is

就像，進入他們的立場。因此他就

sitting under the table.

坐在桌下。

So, what came out of this?

結果如何呢？

This is the storage system that he designed.

這是他設計的貯藏家具。

So what is this? I hear you all ask. No, I don't.

這是什麼？我聽到大家問。不，我沒有。

(Laughter)

(笑聲)

It's this, and I think this is a particularly lovely solution.

就是這個，這是極為有趣的解答。

So, you know, it's a totally different way of looking at the situation.

因此，是以完全不同的方式去看事情。

It's a completely empathic solution --

是個非常有同理心的解答 －

apart from the fact that teddy's probably not loving it.

例外的是，泰迪熊也許並不喜歡。

(Laughter)

(笑聲)

But a really nice way of re-framing the ordinary,

卻是個另眼看平常事物的好方法，

and I think that's one of the things.

我認為是重要事項之一。

And putting yourself in the position of the person,

把自己置入當事人的立場，

and I think that's one of the threads that I've heard again

是我再次聽到的一項訊息

from this conference is how do we put ourselves

從這個會議，是如何把自己

in other peoples' shoes and really feel what they feel?

置入他人立場，去感覺他的感覺？

And then use that information to fuel solutions?

接著用那個資訊來產生解答？

And I think that's what this is very much about.

我想，很大程度就是關於這個。

Last section: green armband. We've all got them.

最後一部分：綠色手環。我們都有，

It's about this really.

就是關於這個。

I mean, it's about picking battles big enough to matter

是關於往大處著眼

but small enough to win.

但從小處著手。

Again, that's one of the themes

這也是主題之一

that I think has come through loud and clear in this conference

我認為，這個會議明明白白傳達的

is: Where do we start? How do we start? What do we do to start?

是：從何處開始？如何開始？一開始要做什麼？

So, again, we were asked to design a water pump

我們被請求設計抽水幫浦

for a company called ApproTEC, in Kenya.

為肯亞一家叫 ApproTEC 的公司設計。

They're now called KickStart.

他們現在叫做 KickStart。

And, again, as designers,

身為設計師，

we wanted to make this thing incredibly beautiful

我們要把它設計得特別美觀

and spend a lot of time thinking of the form.

花了許多時間考慮造形。

And that was completely irrelevant.

而那完全無關緊要。

When you put yourself in the position of these people,

當你置入當地人的立場時，

things like the fact that this has to be able to fold up

有些事情，像它要可折合、

and fit on a bicycle, become much more relevant

要能裝在腳踏車上等，變成比造形

than the form of it. The way it's produced,

更為有關。它的生產方式，

it has to be produced with indigenous manufacturing methods

要用當地的製造方法生產

and indigenous materials.

以當地的材料。

So it had to be looked at completely from the point of view of the user.

因此，要完全由使用者的角度來看它。

We had to completely transfer ourselves over to their world.

我們要完全把自己轉化到他們的世界。

So what seems like a very clunky product

因此，這個看起來粗笨的產品，

is, in fact, incredibly useful.

事實上卻大為有用。

It's powered a bit like a Stairmaster -- you pump up and down on it.

它的操作就像爬樓梯機 － 踏上踏下操作它。

Children can use it. Adults can use it. Everybody uses it.

兒童能用它。大人能用它。大家都用它。

It's turning these guys -- again, one of the themes --

它轉變這些傢伙 － 另一個主題 －

it's turning them into entrepreneurs.

把他們轉變為企業家。

These guys are using this very successfully.

他們非常成功地利用它。

And for us, it's been great

而對我們，也很棒

because it's won loads of design awards.

因為它贏了無數的設計獎。

So we actually managed to reconcile the needs of the design company,

所以我們成功調合了設計公司的需求，

the needs of the individuals in the company,

公司中個人的需求，

to feel good about a product we were actually designing,

對實際設計的產品感到滿意，

and the needs of the individuals we were designing it for.

及我們為他設計的個人的需求。

There it is, pumping water from 30 feet.

看它，抽取 30 呎外的水。

So as a final gesture we handed out these bracelets

今天早上，我們送給各位這些手環

to all of you this morning.

以表示最後的心意。

We've made a donation on everybody's behalf here

我們以各位的名義捐贈給

to kick start, no pun intended, their next project.

KickStart 公司的下一個專案。

Because, again, I think, sort of, putting our money where our mouth is, here.

因為這象徵著：花錢在我們賴以維生的事項上。

We feel that this is an important gesture.

我們覺得這是一項很重要的示意。

So we've handed out bracelets. Small is the new big.

因此我們送出手環。｢小｣是為了新的｢大｣。

I hope you'll all wear them.

希望你們都戴它。

So that's it. Thank you.

就這樣。謝謝。

(Applause)

(掌聲)