What can we learn from shortcuts? | Tom Hulme

譯者: Harry Chen 審譯者: Helen Chang

When we're designing new products,

當我們設計新產品、

服務或事業的時候，

services or businesses,

判斷它們有無可取之處、

the only time you'll know if they're any good,

if the designs are good,

設計優不優的時機點，

is to see how they're used in the real world, in context.

只有實際被人用過後 原原本本地才能見真章。

I'm reminded of that every time I walk past Highbury Fields

我回想起每回我走過北倫敦的 「海布里綠蔭」的時候，

in north London.

It's absolutely beautiful.

它誠然優美－

There's a big open green space.

有著一大片開放的翠綠空間，

There's Georgian buildings around the side.

喬治亞式建築坐落於其外圍；

But then there's this mud trap that cuts across the middle.

不過有一條黃土路從中間切過，

People clearly don't want to walk all the way around the edge.

大家顯然並不想繞其外緣而行，

Instead, they want to take the shortcut,

他們反而想要抄捷徑－

and that shortcut is self-reinforcing.

該捷徑是沒人鋪設越來越顯眼的。

Now, this shortcut is called a desire path,

這條捷徑就叫做「鍾意路線」，

and it's often the path of least resistance.

通常它是最不強人所難的通道；

I find them fascinating,

我發現它們有意思極了，

因為它們經常是設計 和使用者經驗各唱各的調。

because they're often the point where design and user experience diverge.

說到這點上我應該致歉，

Now at this point, I should apologize,

因為你們大夥將到處看到這些情形；

because you guys are going to start seeing these everywhere.

But today, I'm going to pick three I find interesting

今天我將挑出三條覺得 有意思的與你們作分享，

and share what actually it reminds me

它們提醒我有關推出 新產品和服務的事。

about launching new products and services.

第一條在巴西的首都－巴西利亞，

The first is in the capital city of Brazil -- Brasilia.

And it reminds me that sometimes,

它讓我記起來有時候 【為真實生活而設計】

you have to just focus on designing for a real need

應該專注於不礙事的設計 以符合真正的需求。

at low friction.

Now, Brasilia is fascinating.

巴西利亞非常引人入勝，

It was designed by Niemeyer in the '50s.

是由奧斯卡．尼邁耶 在五零年代設計的，

It was the golden age of flying,

當時是飛航的黃金年代，

so he laid it out like a plane, as you can see there.

如同你所見他把它展列成飛機般，

Slightly worryingly,

有點叫人頭疼地

he put most of the important government buildings in the cockpit.

他把大多數重要的公家單位建築物 放在駕駛艙的位置。

But if you zoom in, in the very center of Brasilia,

如果近看巴西利亞市中心－

just where the point is there,

就是圖中標註的位置，

你會看到它雜亂分佈著鍾意路線，

you see it's littered with desire paths.

They're absolutely everywhere.

它們必然地無所不在！

當時他們以為 這設計經得住時間的考驗。

Now, they thought that they had future-proofed this design.

They thought in the future we wouldn't need to walk anywhere --

他們認為在未來我們將不需要 步行前往任何地方－

我們都將會能開著車子，

we'd be able to drive --

so there was little need for walkways or pavements.

所以對人行步道的需求不大。

But as you can see, there's a real need.

但是如同你可以看到的－ 那裡有著假不了的需求；

These are very dangerous desire paths.

這些是非常危險的鍾意路線，

If we just pick one, in the middle,

如果我們只挑中間這一條來看就好，

you can see it crosses 15 lanes of traffic.

你可以看到它穿越了15 條小馬路。

It won't surprise you guys

你們將不會吃驚－

that Brasilia has five times the pedestrian accident rate

巴西利亞是美國城市 平均行人交通意外的五倍之多；

of your average US city.

People are resourceful.

人們是善於應變的－

They'll always find the low-friction route

總是能找到省時省錢的便捷路線。

to save money, save time.

Not all these desire paths are dangerous,

這些鍾意路線不全都是危險的，

I was reminded flying here when I was in Heathrow.

我回想起當我要飛來這裡 在英國的希斯羅機場時，

Many of us get frustrated when we're confronted

很多人對必須從免稅店區 穿過的道路設計很不滿。

with the obligatory walk through duty-free.

讓我大開眼界的

It was amazing to me

how many people refused to take the long, meandering path to the left,

是有多少人排斥走左邊漫長、 彎來繞去的通路，

and just cut through to the right,

而逕自從右邊橫切－

cut through the desire path.

穿越鍾意路線。

The question that's interesting is:

有趣的問題是：

What do designers think when they see our behavior here?

「設計師怎麼看待我們的行為呢？」

Do they think we're stupid?

他們認為我們傻嗎？

認為我們懶惰嗎？

Do they think we're lazy?

Or do they accept that this is the only truth?

又或他們接受【顧客永遠對！】 這唯一的真理嗎？

This is their product.

這是他們的作品，

我們有效地共同設計出他們的作品，

We're effectively co-designing their product.

So our job is to design for real needs at low friction,

所以我們的工作是為真正的需求 在不太礙事下做出設計，

because if you don't, the customer will, anyway.

因為如果你不做－顧客還是會自己做。

The second desire path I wanted to share

第二條我想分享的鍾意路線

is at the University of California.

就在加州大學裡，

And it reminds me

它讓我回想起

that sometimes the best way to come up with a great design

有時候要想出最了不起的設計點子，

最佳方法就是先推出再說。 【邊做邊學】

is just to launch it.

Now, university campuses are fantastic for spotting desire paths.

用大學校園來揪出鍾意路線 是再好不過的了，

I think it's because students are always late and they're pretty smart.

因為學生們總是遲到又相當聰明，

所以他們快速移動趕上課堂。

So they're dashing to lectures.

They'll always find the shortcut.

他們總是會找出捷徑，

And the designers here knew that.

這裡的設計師們知道這檔事，

So they built the buildings

所以他們搭建出建築物，

and then they waited a few months for the paths to form.

等待幾個月讓路徑成形，

They then paved them.

然後才鋪設路徑。

(Laughter)

（笑聲）

Incredibly smart approach.

聰明到不行的方法！

In fact, often, just launching the straw man of a service

說真格的十之八九 光是開放嚐鲜版的服務，

can teach you what people really want.

就可教會你民眾真心想要什麼。

For example, Ayr Muir in Boston knew he wanted to open a restaurant.

比方說：波士頓的艾爾．繆尹 清楚自己想開間餐館，

But where should it be?

但是餐館應該開在那兒呢？

What should the menu be?

菜單應該有些什麼東西呢？

He launched a service,

他先推出快餐車，

in this case a food truck,

and he changed the location each day.

每天更換試賣地點。

He'd write a different menu on the side in a whiteboard marker

在車身外的白板寫上煥然一新的菜單，

to figure out what people wanted.

來找出人們喜歡的菜式。

He now has a chain of restaurants.

他現在擁有連鎖餐館了！

So it can be incredibly efficient

因此先做了再說 可以異常有效地揪出鍾意路線。

to launch something to spot the desire paths.

The third and final desire path I wanted to share with you

第三也是最後我想分享與你們的路徑

is the UNIH.

是美國國家衛生研究院， 【保持靈敏度】

It reminds me that the world's in flux,

它讓我記起來世界是不停轉變的，

and we have to respond to those changes.

我們必須對這些變動有所應對。

So as you'll guess, this is a hospital.

就如同你們所猜想的這是間醫院，

I've marked for you on the left the Oncology Department.

我為你們標記出左邊的腫瘤部，

The patients would usually stay in the hotels down on the bottom right.

病患們通常會待在右下角的旅館裡；

這是個病人導向的機構，

This was a patient-centered organization,

so they laid on cars for their patients.

所以他們提供車子載送病人。

But what they realized when they started offering chemotherapy

不過在開始提供化療後，

is the patients rarely wanted to get in cars.

才明白病患們鮮少想要上車－

他們太反胃了， 以致於寧願步行回下榻處。

They were too nauseous, so they'd walk back to their hotels.

你所見的這條鍾意路線 對角斜切地成形了，

This desire path that you see diagonally, formed.

The patients even called it "The Chemo Trail."

病患們甚至稱它為「化療之路」；

Now, when the hospital saw this originally,

一開始醫院注意到小徑，

試著把草坪鋪回去、忽視它；

they tried to lay turf back over it, ignore it.

But after a while, they realized it was an important need

但是過了沒多久，

他們意識到病人真的需要走這條小徑，

they were meeting for their patients,

so they paved it.

於是鋪上了水泥。

我想我們的工作經常就是 去鋪設這些浮現出來的鍾意路線！

And I think our job is often to pave these emerging desire paths.

If we look back at the one in North London again,

要是我們再回過頭來看 北倫敦的這條徑道，

鍾意路線並不是一直在那兒的，

that desire path hasn't always been there.

The reason it sprung up

它驟然浮現的原因

is people were traveling to the mighty Arsenal Football Club stadium

是因為在足球比賽日 球迷會湧到兵工廠足球俱樂部看球，

on game days,

from the Underground station you see on the bottom right.

他們從地圖右下角的地鐵站出來，

So you see the desire path.

所以你才會看到這條鍾意路線。

如果時光倒流幾年，

If we just wind the clock back a few years,

when the stadium was being constructed,

當體育場還在興建中時，

there is no desire path.

那邊是沒有鍾意路線的。

So our job is to watch for these desire paths emerging,

所以我們的工作就是看緊 這些逐漸浮現的鍾意路線，

and, where appropriate, pave them,

何處恰當就鋪設出來；

as someone did here.

如同某人在這裡所做的事－

Someone installed a barrier,

有人安裝了路障，

要過去的人或繞過或鑽過。

people started walking across and round the bottom as you see,

and they paved it.

後來就鋪了水泥。

(Laughter)

（笑聲）

實際上這個世界是一變再變的－

But I think this is a wonderful reminder as well,

that, actually, the world is in flux.

它不間斷地改變；

我認為這是個好到不行的提醒，

It's constantly changing,

because if you look at the top of this image,

如果你看到這張圖的最上方，

there's another desire path forming.

另一條鍾意路線在形成中。

So these three desire paths remind me

這三條鍾意路線提醒我：

we need to design for real human needs.

我們要為真正的民眾需要作設計！

I think empathy for what your customers want

我認為對你顧客想要的東西感同身受

可能是事業成功最顯著的導引指標，

is probably the biggest leading indicator of business success.

Design for real needs

為真正的需求設計，

把它們設計得不礙事。

and design them in low friction,

因為若你不提供易用、不礙事的設計，

because if you don't offer them in low friction,

someone else will, often the customer.

某天會有人做到－往往是顧客！

Secondly, often the best way to learn what people really want

其次－挖掘用戶真正需求的最好方式

就是推出你的服務！

is to launch your service.

The answer is rarely inside the building.

答案不是關起門就有的，

Get out there and see what people really want.

走出去看清楚大家真的想要什麼。

And finally, in part because of technology,

最後－由於科技的不斷發展，

世界在此刻是令人 難以置信地一變再變，

the world is incredibly flux at the moment.

它不間斷地改變，

It's changing constantly.

These desire paths are going to spring up faster than ever.

鍾意路線會比以往更快的驟然冒出。

Our job is to pick the appropriate ones

我們的任務是挑選恰當的一條

and pave over them.

在上面修出路來。

Thank you very much.

謝謝大家！

(Applause)

（掌聲）