Timothy Prestero: Design for people, not awards

Translator: Timothy Covell Reviewer: Morton Bast

譯者: Yuhui Hung 審譯者: Regina Chu

I've got a great idea that's going to change the world.

我有一個能改變世界的好點子

非常厲害的點子，一定會讓你不敢置信

It's fantastic, it's going to blow your mind.

那是我可愛的寶寶

It's my beautiful baby.

Here's the thing: everybody loves a beautiful baby.

重點來了，每個人都喜歡可愛的寶寶

I mean, I was a beautiful baby.

我是說，我也曾經是個可愛的寶寶

這是剛出生沒幾天的我和我爸

Here's me and my dad a couple days after I was born.

So in the world of product design,

在產品設計的世界裡

漂亮的寶寶就像概念車一樣

the beautiful baby's like the concept car.

It's the knockout.

讓人目瞪口呆

You see it and you go, "Oh, my God. I'd buy that in a second!"

你一看見就會忍不住說： 「噢，我的天！我願意立刻買下那台車！」

So why is it that this year's new cars

那到底為什麼今年的新車款

look pretty much exactly like last year's new cars?

和去年的看起來幾乎一模一樣？

(Laughter)

（笑聲）

What went wrong between the design studio and the factory?

從設計工作室到工廠中間到底出了什麼差錯？

今天我想談的不是可愛的寶寶

Today, I don't want to talk about beautiful babies,

I want to talk about the awkward adolescence of design --

而是設計的尷尬青春期

those sort of dorky teenage years

無知的十多歲青春

還忙著搞清楚世界怎麼運轉

where you're trying to figure out how the world works.

我就從我們為新生保健做過的一項設計講起

I'm going to start with an example

from some work that we did on newborn health.

So here's a problem:

問題來了

four million babies around the world, mostly in developing countries,

全世界每年有四百萬個新生兒

大多是在發展中國家裡

活不過一歲生日

die every year before their first birthday,

even before their first month of life.

甚至根本撐不到滿月

It turns out half of those kids,

但事實上，其中有一半， 或大約一百八十萬名新生兒

or about 1.8 million newborns around the world,

would make it if you could just keep them warm

只要獲得足夠的保溫就能活下去

關鍵就是出生後前三天，或者第一週

for the first three days, maybe the first week.

現在看到的 是尼泊爾加德滿都的新生兒加護病房

So this is a newborn intensive care unit in Kathmandu, Nepal.

All of these kids in blankets belong in incubators --

裹著毯子的這些寶寶都應該待在保溫箱裡

something like this.

也就是像這樣的東西 這是由日本捐贈的保溫箱

This is a donated Japanese Atom incubator

that we found in a NICU in Kathmandu.

是我們在加德滿都的新生兒加護病房發現的

這就是我們要的東西

This is what we want.

Probably what happened is a hospital in Japan upgraded their equipment

很可能是日本某醫院升級設備

and donated their old stuff to Nepal.

於是將舊的捐給尼泊爾

但問題是， 沒有相關技術人員和多餘零件

The problem is, without technicians, without spare parts,

donations like this very quickly turn into junk.

這些東西很快就會變成垃圾

So this seemed like a problem that we could do something about.

關於這問題，我們應該能夠做些什麼

將寶寶保溫一個星期

Keeping a baby warm for a week -- that's not rocket science.

這又不是什麼太空任務

於是我們開始行動

So we got started.

We partnered with a leading medical research institution here in Boston.

我們和波士頓這裡 首屈一指的一間醫療研究機構合作

花了幾個月進行使用者研究

We conducted months of user research overseas,

trying to think like designers, human-centered design --

試著以設計師的方式思考 以人為本的設計

"Let's figure out what people want."

想搞清楚大家究竟想要什麼

We killed thousands of Post-it notes.

我們用掉好幾千張便利貼

We made dozens of prototypes to get to this.

做了數十個模型才終於完成這個

這就是新嬰兒保溫箱

So this is the NeoNurture infant incubator,

裡頭包含了許多巧思 我們覺得好極了

and this has a lot of smarts built into it, and we felt great.

So the idea here is, unlike the concept car,

這裡的重點就是， 我們不想做一台概念車

we want to marry something beautiful

我們想把一個美好的想法

with something that actually works.

和一個實用的東西結合起來

And our idea is that this design

我們認為這項設計

would inspire manufacturers and other people of influence

能啟發製造商和其他有影響力的人

to take this model and run with it.

以這為範例繼續努力

但壞消息來了

Here's the bad news:

the only baby ever actually put inside the NeoNurture incubator

真正進過這個新嬰兒保溫箱的寶寶

只有《時代雜誌》拍照時用的這個嬰兒

was this kid during a Time magazine photo shoot.

我們獲得非常多的認可

So recognition is fantastic.

We want design to get out for people to see it.

我們希望設計能讓大家看見

It won lots of awards.

也的確贏得了許多獎項

但感覺卻好比獲頒爛獎品

But it felt like a booby prize.

我們希望創造的 是能讓世界更美好的東西

We wanted to make beautiful things

that are going to make the world a better place,

and I don't think this kid was even in it long enough to get warm.

但這個寶寶在裡面的時間太短 根本連躺都沒躺暖

So it turns out that design for inspiration doesn't really ...

所以事實就是， 想要帶來啟發的這項設計

並不能......

我想我要說的是， 對我們而言，對於我想做的事

I guess what I would say is, for us, for what I want to do,

這項設計要不是效果太慢， 就是根本沒用，完全沒有效果

it's either too slow or it just doesn't work, it's ineffective.

So, really, I want to design for outcomes.

我想要為成果設計

I don't want to make beautiful stuff; I want to make the world a better place.

不想只是做出漂亮的東西

我想讓這世界更美好

所以我們設計這款新保溫箱時

So when we were designing NeoNurture,

特別注意了會使用這樣產品的人

we paid a lot of attention to the people who are going to use this thing,

像是窮困的家庭、鄉下的醫生

for example, poor families, rural doctors,

工作過度的護士，甚至是維修技師

overloaded nurses, even repair technicians.

我們以為各方面都考量了 一切都萬無一失

We thought we had all our bases covered, we'd done everything right.

結果原來還有一大群人

Well, it turns out there's this whole constellation of people

和一項產品的成敗脫不了關係

who have to be involved in a product for it to be successful:

製造、資金、銷售和管理

manufacturing, financing, distribution, regulation.

合宜衛生科技組織的麥可佛里就說， 你得搞清楚誰會「選擇、使用和購買」

Michael Free at PATH says you have to figure out

who will "choose, use and pay the dues"

for a product like this.

像這樣的產品

And I have to ask the question that VCs always ask:

我必須要問一個問題

"Sir, what is your business, and who is your customer?"

創投總是會問： 「先生，你是做什麼的？客戶是誰？」

Who is our customer?

誰是我們的客戶？ 這裡有個例子

Well, here's an example.

This is a Bangladeshi hospital director outside his facility.

這是孟加拉某醫院院長在醫院外照的相

It turns out he doesn't buy any of his equipment.

但院內的器材設備都不是他買的

Those decisions are made by the Ministry of Health

採購決定是國家衛生部在進行

或是由國外捐贈單位決定

or by foreign donors,

and it just kind of shows up.

然後器材就這麼出現了

Similarly, here's a multinational medical-device manufacturer.

同樣地，這是個跨國醫療器材製造商

他們也必須往魚多的地方撒網

It turns out they've got to fish where the fish are.

而在新興市場裡，也就是所謂魚多的地方

So it turns out that in emerging markets -- where the fish are --

是這些國家正在崛起的中產階級

are the emerging middle class of these countries --

diseases of affluence: heart disease, infertility.

及心臟疾病和不孕症等文明病

因此，為成果設計從某方面來看

So it turns out that design for outcomes in one aspect

really means thinking about design for manufacture and distribution.

就是為製造商和銷售設計

好吧，那是很重要的一課

OK, that was an important lesson.

接著，我們試著將這個教訓 應用到下個計畫裡

Second, we took that lesson and tried to push it into our next project.

So we started by finding a manufacturer,

所以我們從找尋製造商開始

an organization called MTTS in Vietnam,

越南有個「醫療技術轉移與服務組織」

專為東南亞地區生產新生兒照護設備

that manufactures newborn-care technologies for Southeast Asia.

Our other partner is East Meets West,

我們的另一個夥伴是 「東方遇見西方基金會」

an American foundation that distributes that technology

這個美國基金會將技術教給

to poor hospitals around that region.

那個地區貧困的醫院

So we started with them, saying, "Well, what do you want?

於是我們一開始就問他們： 「你們想要什麼？」

What's a problem you want to solve?"

「有什麼問題是你們想解決的？」

And they said, "Let's work on newborn jaundice."

他們回答： 「那就從新生兒黃疸著手吧。」

So this is another one of these mind-boggling global problems.

這就是另一個讓世界傷腦筋的問題

全球有三分之二的新生兒有黃疸

Jaundice affects two-thirds of newborns around the world.

Of those newborns, one in 10 roughly,

這些嬰兒中，大約每十個就有一個

if it's not treated, the jaundice gets so severe

會因缺乏治療而使症狀惡化

that it leads to either a life-long disability,

最後導致終生殘障

or the kids could even die.

甚至死亡

有一個方法可以治療黃疸

There's one way to treat jaundice,

就是換血治療

and that's what's called an exchange transfusion.

So as you can imagine, that's expensive and a little bit dangerous.

你可以想像，那必定相當昂貴， 而且有一定的風險

但還有一個方法

There is another cure.

It's very technological, it's very complex, a little daunting.

完全仰賴技術，非常的複雜， 想到就讓人頭痛

那就是用藍色的光照寶寶

You've got to shine blue light on the kid.

(Laughter)

以明亮的藍光盡可能地照遍寶寶的肌膚

Bright blue light on as much of the skin as you can cover.

這能有多難？

How is this a hard problem?

I went to MIT. OK, we'll figure that out.

於是我到了麻省理工學院

好的，我們會想辦法 （笑聲）

(Laughter)

這裡有個例子， 這是一座光照療法的直立式燈架

So here's an example.

This is an overhead phototherapy device that's designed for American hospitals,

是為美國的醫院設計的

and here's how it's supposed to be used.

使用的方式就是像這樣

It's over the baby, illuminating a single patient.

照射嬰兒全身，每個嬰兒用一座燈架

把這搬出美國的醫院

Take it out of an American hospital,

送到亞洲一個擁擠的醫療機構

send it overseas to a crowded facility in Asia,

燈架的使用就變成這樣

here's how it's actually used.

The effectiveness of phototherapy is a function of light intensity.

光照療法的關鍵就是光照強度

深藍色方塊就是光照療法有效的區域

These dark blue squares show you where it's effective phototherapy.

這種使用方式下的效果則是這樣

Here's what it looks like under actual use.

So those kids on the edges aren't actually receiving effective phototherapy.

靠邊的孩子

並沒有受到有效的治療

But without training, without some kind of light meter,

但若沒受過訓練，也沒有測光器

how would you know?

你怎麼會知道？

We see other examples of problems like this.

我們還看到其他這類的問題

這是一個新生兒加護病房

Here's a neonatal intensive care unit,

媽媽可以進來探視寶寶

where moms come in to visit their babies.

And keep in mind that Mom maybe just had a C-section,

不要忘了，媽媽可能剛剖腹完

那已經有點糟了

so that's already kind of a bummer.

Mom's visiting her kid.

她們看著自己的孩子

光溜溜地躺在藍光下

She sees her baby naked, lying under some blue lights,

looking kind of vulnerable.

脆弱無助的樣子

It's not uncommon for Mom to put a blanket over the baby.

不少媽媽會替寶寶蓋上毯子

從光照療法的角度來看， 這可能不是最佳示範

From a phototherapy standpoint, maybe not the best behavior.

甚至聽起來還有點蠢

In fact, that sounds kind of dumb.

Except, what we've learned is that there's no such thing as a dumb user --

但我們瞭解到

沒有愚蠢的使用者， 這真的是我們學到的

there are only dumb products.

只有愚蠢的產品

We have to think like existentialists:

我們必須以存在主義的方式思考

it's not the painting we would have painted,

重要的不是我們怎麼構圖

而是實際上我們畫了什麼

it's the painting that we actually painted.

是產品的使用 －－為實際使用而設計

It's the use -- designed for actual use.

How are people actually going to use this?

大家實際上會怎麼利用這項產品？

同樣地，我們的合作夥伴 「醫療技術轉移與服務組織」

So, similarly, when we think about our partner MTTS,

they've made some amazing technologies for treating newborn illnesses.

曾為治療新生兒疾病開發出很棒的技術

So here's an overhead warmer and a CPAP.

這是一個立式保溫台和正壓呼吸器

They're inexpensive, really rugged.

不貴而且非常耐用

They've treated 50,000 kids in Vietnam with this technology.

這項技術在越南治療了五萬個孩童

But here's the problem:

但有個問題

Every doctor in the world, every hospital administrator,

世界上每個醫生，每間醫院的管理人

都看過電視， 咒罵《急診室的春天》又在重播

has seen TV -- curse those "ER" reruns!

他們都曉得醫療器材該長怎麼樣

Turns out they all know what a medical device is supposed to look like.

They want Buck Rogers, they don't want effective.

他們想要酷炫設備，不要實用

這聽起來很誇張，很愚蠢

It sounds crazy, it sounds dumb,

but there are actually hospitals who would rather have no equipment

但真的有醫院寧可不要設備

也不想要看起來廉價又寒酸的器材

than something that looks cheap and crummy.

所以，如果我們希望別人信任一樣器材

So again, if we want people to trust a device,

it has to look trustworthy.

那就得讓它看起來值得信賴

So thinking about outcomes,

因此，考量成果之後

it turns out appearances matter.

顯然外觀也很重要

We took all that information together.

於是我們整合所有資訊

We tried, this time, to get it right.

希望這次可以成功

And here's what we developed.

而這就是我們的成果

This is the Firefly phototherapy device,

「螢火蟲光照設備」

except this time, we didn't stop at the concept car.

這次我們不是在概念車的階段止步

From the very beginning, we started by talking to manufacturers.

我們開始就先和製造商溝通

我們的目標是做出最先進的產品

Our goal is to make a state-of-the-art product

而且是醫療技術轉移與服務組織 能夠實際生產的

that our partner MTTS can actually manufacture.

所以我們去了解他們如何作業， 以及他們所擁有的資源

Our goal is to study how they work, the resources they have access to,

確保他們能夠生產這項產品

so that they can make this product.

So that's the design for manufacture question.

這就是為生產而設計所要思考的問題

When we think about actual use,

在考量實際利用時

各位會注意到「螢火蟲」只有一個嬰兒床

you'll notice that Firefly has a single bassinet.

It only fits a single baby,

只能容納一個寶寶

and the idea here is it's obvious how you ought to use this device.

為的就是讓人一看就知道應該怎麼使用

If you try to put more than one kid in,

如果你想在裡頭放超過一個寶寶

就只能一個個往上疊

you're stacking them on top of each other.

（笑聲）

(Laughter)

我們希望讓犯錯變得很難

So the idea here is you want to make it hard to use wrong.

In other words, you want to make the right way to use it

也就是說，我們希望正確的操作方式

就是最簡單的使用方式

the easiest way to use it.

Another example -- again, silly Mom.

還有一個例子： 又是笨媽媽

Silly Mom thinks her baby looks cold, wants to put a blanket over the baby.

笨媽媽覺得孩子看起來很冷， 所以想替寶寶蓋上毯子

因此我們將「螢火蟲」 設計成上下都有光照

That's why we have lights above and below the baby in Firefly,

這麼一來，就算媽媽替寶寶蓋上毯子

so if Mom does put a blanket over the baby,

下方的光照仍會提供有效的治療

it's still receiving effective phototherapy from below.

最後一個故事

Last story here:

我在印度的一個朋友告訴我

I've got a friend in India who told me

你要全面測試一項電子裝置的話

that you haven't really tested a piece of electronic technology

尤其是要在亞洲流通的產品

for distribution in Asia,

你就得訓練一隻蟑螂爬進去

until you've trained a cockroach to climb in and pee

on every single little component on the inside.

然後在裡面每個零件上撒尿

（笑聲）

(Laughter)

You think it's funny.

你覺得這很好笑

I had a laptop in the Peace Corps,

我在美國「和平工作團」有台筆電

螢幕上滿是小黑點

and the screen had all these dead pixels on it.

And one day I looked in -- they were all dead ants

有天我把它拆開， 才發現裡面全是死螞蟻

牠們跑進我的筆電裡然後死去

that had gotten into my laptop and perished.

Those poor ants.

可憐的螞蟻！

(Laughter)

所以我們對「螢火蟲」做了一件事

So with Firefly, what we did is -- the problem is electronics get hot,

電子產品的問題就是會發熱

所以你必須加裝通氣孔或風扇散熱

and you have to put in vents or fans to keep them cool --

in most products.

多數產品都是

我們認為， 要在通氣孔旁寫上「禁止進入」是不可能的

We decided we can't put a "Do not enter" sign next to the vent.

We actually got rid of all that stuff.

所以乾脆就捨棄散熱裝置

So Firefly's totally sealed.

因此「螢火蟲」是完全密封的

這就是我們學到的教訓

These are the kinds of lessons --

當個傻氣的青少年儘管難堪

as awkward as it was to be a pretty goofy teenager,

much worse to be a frustrated designer.

也比當個挫敗的設計師好

So I was thinking, "What I really want to do is change the world.

我過去一直在想， 自己真正想做的就是改變世界

那麼我必須注意製造和銷售

I have to pay attention to manufacturing and distribution.

I have to pay attention to how people are actually going to use a device.

必須注意大家會怎麼使用一項產品

我必須確實地注意這些 真的，失敗是沒有藉口的

I actually have to pay attention. There's no excuse for failure.

I have to think like an existentialist.

我必須像個存在主義者般思考

I have to accept that there are no dumb users, only dumb products."

必須接受沒有愚蠢的使用者

只有愚蠢的產品

We have to ask ourselves hard questions.

我們必須問自己一些艱難的問題

Are we designing for the world that we want?

我們是為我們想要的世界設計嗎？

Are we designing for the world that we have?

我們是為我們擁有的世界設計嗎？

我們是為即將到來的世界設計嗎？

Are we designing for the world that's coming,

不管我們準備好了沒

whether we're ready or not?

I got into this business designing products.

我進到這個行業來設計產品

學到了如果你真的想要改變世界

I've since learned that if you really want to make a difference in the world,

就得為成果而設計

you have to design outcomes.

那才是有用的設計

And that's design that matters.

謝謝大家

Thank you.

（掌聲）

(Applause)