David Kelley: The future of design is human-centered

譯者: Ashley Lin 審譯者: Zhu Jie

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

設計界，尤其是IDEO, 在過去一年

and at IDEO this past year,

發生很多令人振奮的事

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

我很榮幸和各位分享一下

I didn't attend the first TED back in 1984

我在1984年時沒參加到第一屆的TED

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

但之後不勝枚舉

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

如果回顧Richard發起TED的這段時間，

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

其實挺有趣的。在此，謝謝Richard。

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

我參加TED,是人生中很盛大的經驗

And so thinking back, I was thinking

所以當我回想時，我發現

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

我們矽谷人，真的很投入在產品跟事物

certainly technological objects.

最主要還是科技用品

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

當時真的是很好玩。在座有些人

who are in the audience were my clients.

還曾是我的客戶

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

我們會把模型藏在一塊黑布下

and we'd put it on the conference table,

放在會議室的桌上

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

打開它，就會聽到大家“哇”的驚嘆

That was a really good time.

那是一段很美好的時光

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

我們不斷致力于產品的開發，一如往常

And if you were here last year,

如果各位去年也有來

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

我可能有逼大家去看我的新作品EyeModule 2

which was a camera that plugged into the Handspring.

我把照相機嵌入這臺Handspring的PDA

And I took a lot of pictures last year;

我還照了很多相片

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

很多照片，但很少人知道我的用意

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

今年，（麻煩放一下投影片）

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

今年我們要幫Handspring設計這臺Treo

and helped Handspring design it.

有很多工作得做

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

儘管我們幾年前就設計過了

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

去年起又開始流行

this Heartstream defibrillator which is saving lives.

這個急救用的Heartstream心律除顫儀

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

也許你們在機場有看過?現在好像到處都有

Lots of lives are being saved by those.

救了很多命

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

接下來，我們準備要發表Zinio閱讀器

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

我相信將會使人更享受閱讀雜誌

So, we really will continue to focus on products.

所以，我們將持續致力于產品設計

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

但自Richard成立TED後這18年，在我們這群人身上

and that's that people like us --

經歷了一些事

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

我知道世界上某些地方長期以來也都有相同經驗

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

對馬斯洛的需求層級而言，我們才真正

climbed Maslow's hierarchy a little bit --

開始要往上爬

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

所以現在的我們越來越致力在以人為本的設計

human-centeredness in an approach to design.

設計其中一法就是以人為中心

That really involves designing behaviors and personality into products.

也就是設計產品時，把行為跟個性融入

And I think you're starting to see that,

我相信你將發現

and it's making our job even more enjoyable.

這讓我們更享受我們的工作

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

有趣的是，我們過去主要建立3D模型

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

大家知道，就是現今常見的3D圖

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

然後我們會用來表達我們的點子

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

但像我們這樣的公司必須突破

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

我們把我們設計的物件動起來

showing how they'll be used.

展示他們的用途

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

而要做到如此，我們成立了

internal video-production groups

公司內部的制片團隊

in order to make these kind of experience prototypes

為了要表達所謂的人跟物的連結

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

我們創造這種體驗型的樣品

And it's a much better way to see.

這樣就使人更容易體會

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

有點像是建築師與其給人看圖

as opposed to them being empty.

還不如直接讓他們看成品屋

So I thought that I would show you a few videos

我接下來要讓各位看的幾段影片

to show off this new, broader definition

呈現出在產品，服務跟環境的設計上

of design in products and services and environments.

已經有新的且更寬廣的定義

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

這幾段影片不到一分鐘

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

或頂多一分半

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

大家應該會對影片中，我們去年的一些成果

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

感到有趣，及其所造成的回響

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

首先，紐約Prada，Rem Koolhaas 跟OMA找上我們

and OMA to help us conceive the technology

要讓人們接受這樣的科技

that's in their retail store in New York.

這是紐約的專賣店

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

他想要一種新的店，全新的

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

概念店要有賦予專賣店其文化角色

And that meant actually designing custom technology

也就是說與其只是從架上買了商品後使用

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

要為消費者特製一種科技體驗

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

每一樣商品都有無線標簽

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

在消費者身上，卡上都有

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

整家店店員都配有都有一套機器

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

你選你喜歡的商品

the staff person can scan them in

店員就會掃描進電腦

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

顧客就會在店里有的銀幕看到

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

顏色，尺寸，模特兒穿著走臺步樣子等

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

而選到的商品--你喜歡的商品

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

被掃描後，帶進更衣室

and in the dressing room there are scanners

在更衣室內還有掃描器

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

這樣就知道你選了那些衣服已經在更衣室

We can put that up on a touch screen

所有項目會顯示在觸控面板上

and you can play with that, and get more information

看你選的衣服，可以試著搭配，看更多資訊

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

就好像在試穿一樣

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

這已經廣泛應用了，但我對更衣室內

of liquid crystal displays in the changing room.

用LCD這樣的應用，情有獨鐘

The last time I went to see this store,

之前我去店里看

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

有很多人站在店外猶豫著

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

“我真的會看到人家換衣服的樣子嗎？”

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

但只要按這個鈕，整個牆就會變色

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

可以讓你決定到底要不要買身上穿的這套

And then one of my favorite features of the technology

這科技其中我最喜歡的功能之一

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

是魔鏡，當你換上衣服時

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

你轉身，鏡上有一面顯示器

but there's a three second delay.

等三秒鐘

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

你會看到從各個角度所呈現的效果

(Applause)

（鼓掌）

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

大概一年半前，我們設計

an installation in the museum --

一個博物館的裝置

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

這是倫敦科博館的新館

and it's primarily about digital and biomedical issues.

主要是有關數位跟生醫的主題

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

IDEO其中一個部門Itch,他們團隊

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

設計了一個4層樓高的互動牆

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

我不確定有沒有人看過這

it's pretty spectacular in the room.

在室內還挺壯觀的

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

總之，這就像倫敦地鐵系統

And so you can see that

我們可以看出

the goal is to bring some of the feedback

我們的目標是把一些來過這博物館的人

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

他們提供的反饋

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

再放到牆上讓所有人都看的到，就是要讓大家看到

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

當你輸入資訊時，他們像倫敦的地鐵系統

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

這些列車跟著你的思路跑

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

而你到達某一站時，整個訊息在你眼前一覽無遺

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

等到你到4樓IMAX影城時

mostly teenagers coming out of there --

看到很多年輕人走出來

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

有一個大廣場擺了很多桌子

that have interactive games which are quite fun,

這些桌子有很多好玩的互動遊戲

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

也是Itch的Durrel[Bishop]和Andrew[Hirniak]所設計

And the topics include things that the museum is about:

逰戲主題跟博物館內容相應：

male fertility, choosing the sex of your baby

男性生殖，決定未來孩子的性別，

or what a driverless car might be like.

或是一臺無人駕駛的車會長怎樣

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

因為空間很大，所有人都看得到

and understand what it is before they get involved.

在自己玩前就可以知道要怎麼玩

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

而且，雖然影片沒有拍到，很妙的還有

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

這些訊息到互動牆的頂端的時候

after they've bounced around, they disperse into bits

他們會跳來跳去，之後分散成很多位

and go off into the atmosphere.

然後消失不見

The next video is not done by us.

接下來的影片不是我們拍的

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

是CBS周日晨間新聞--兩週前播出的

Scott Adams ran into us

Scott Adams找上我們

and asked us if we wouldn't help to design

問我們要不要幫忙設計

the ultimate cubicle for Dilbert,

呆伯特的終極辦公區

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

因為太好玩所以我們很難拒絕

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

Adams對未來科技很熱衷

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

（Scott Adams:我發現到一定程度我應該是

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

挑辦公室每個人小區域毛病的大師

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

我就想啦：如果找一些世界頂尖的設計人才

with some of the smartest design guys in the world

一起合作看看

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

如何改善辦公區

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

旁白：結果他們在舊金山的奧克蘭灣橋下

spectacularly set under San Francisco's Oakland Bay Bridge,

一個景色美好，完全開放的空間

the team built their own little cubicles

團隊造了自己的辦公區

to fully experience the problems.

去體驗問題所在

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

女：單面鏡，我可以看到外面的人，外面的人看到自己

Narrator: They took pictures.

旁白：他們照很多像

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

女：當有人稍微靠近時，就會感覺好像被困住了

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

之後會有點短暫的無法動搖

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

SA: 到目前為止還很多狀況，但人多力量大，情況還是樂觀

We'll see what happens.

我們靜觀其變

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

旁白：第一組造了一個螢幕牆

for the computer and for family photos.

上面佈滿電腦螢幕跟全家福照片

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

第二組是活牆壁

and actually give Dilbert a group hug.

還會集體抱呆伯特

(Laughter)

（笑聲)

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

這幽默的呈現背後意涵是要把辦公環境變得更人性化）

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

David Kelley: 最後的結晶是，用橘色的光

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

跟著太陽的足跡照，劃越天際

So you feel that in your cubicle.

感覺大自然在你的辦公區

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

我喜歡的是，在這花瓶有一朵花

that wilts when you leave in disappointment,

當你離開時，會失望的枯萎

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

當你回來，又開心的活過來歡迎你

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

（SA:置物柜結合在牆壁裡）

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

DK: 還有一些把家的元素融入，像牆上弄魚缸

or something to be aggressive with to release tension.

或是有減壓的發泄玩具

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

（SA: 還可以客制成老板的樣子）

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

DK: 當然還有睡午覺的吊床

that stretches across your cubicle.

整個在你的辦公區展開

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

（SA:有這樣的辦公環境，人生會很美好）

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

DK:接下來的案子，我們受雇要設計一個館

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

慶祝倫敦千禧水庫回收水的成功

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

這水庫需要驚人的水流量

as well as wastewater.

就跟廢水一樣

So this building actually celebrates the water

所以這樣的建築是表揚當水

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

從回收廠出來再到天然地去

so that it can be filtered for the final time.

做最後段的過濾

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

設計這館的宗旨要外觀看呈現很平靜祥和

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

因為廢水處理廠內部

kind of wild and crazy and everybody's

其實是很大又吵，大家可以

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

學到不同的知識，隨便逛逛或做任何事情

But it was intended to be quite quiet.

重點就是要沒有噪音

And then you would wander around and gather information,

然後人們就可以走來走去直接

in a straightforward fashion, about the recycling process

學習水回收的處理過程

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

是怎麼樣及如何再利用

once it comes through the plant.

從處理廠回收出來的水

And then, if you saw,

如果你注意到的話

the panels actually rotate. So you can get the information

這些螢幕會動，正面你會吸收資訊

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

當它換面時，你會看到背面

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

回收廠跟機械處理水的實景

You can see: there's the plant.

現在看到的就是那個水廠

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

這些都是低成本的影片，就像我們的樣品

And we're announcing a new product here tonight,

我們今晚要在這發表新產品

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

這是第一次公開

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

叫做Spyfish,是Nigel Jagger在倫敦

started by Nigel Jagger in London.

創的公司叫H2Eye

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

H2Eye公司就是在創造一種體驗-- 很多人有船

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

或喜歡坐船出海，但事實上很少人

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

能夠或有興趣潛入水裡

and actually seeing what's there,

去一探究竟

and enjoying what scuba divers do.

像潛水客享受水底風光

This product, it has two cameras.

這產品有兩臺攝影機

You throw it over the side of your boat

你把它丟進水中

and you basically scuba dive without getting wet.

基本上就如同潛水但不會弄濕身體

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

就長這樣，對我們而言是兩個計劃。一，要設計界面

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

不會擋到視線的界面

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

你會有一種強烈的感覺覺得自己就在水裡

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

看到水底的景觀

And the other one was to design the object

其二，就是要設計這產品

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

確定看起來是消費性商品而不是研究用的器材

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

結果我們花了很多時間--大概花了

seven or eight years, this project --

7到8年，這個計劃

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

我們準備好要成型

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

（旁白：Spyfish是創新性的潛水攝影機

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

可潛到500尺，陽光照射不到的深度

and is equipped with powerful lights.

內建功能強大的照明燈

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

可以當你深水下的眼睛跟耳朵

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

電池會透過一條細線傳輸Spyfish的即時影像

DK: This slender cable was a huge technological advancement

DK:這條細線是很大的技術突破

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

可以用這麼小的尺寸達到全能的效果

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

（旁白：中間這箱子整合這整個系統

Maneuvering the Spyfish is simple with the wireless remote control.

用無線遙控器控制Spyfish很容易

You watch the video with superimposed graphics

你看到多層圖像的影片

that indicate your depth and compass heading.

告訴你深度跟行進方位

The fluid graphics and ambient sounds combine

水底視覺跟聽覺呈現結合

to help you completely lose yourself underwater.)

會使人覺得身歷其境）

(Applause)

（鼓掌）

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

DK:最後我要講的是讓我個人

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

很振奮的ApproTEC專案

ApproTEC is a company started by Dr. Martin Fisher,

ApproTEC是我一個很好的朋友Martin Fisher博士

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

所創立的公司。他擁有史丹佛的博士學位。

He found himself in Kenya on a Fulbright

他獲Fulbright的經費去肯亞

and he had a very interesting insight, which is that

然後他發現很有趣的一件事，他說

he said, "There must be entrepreneurs in Kenya;

肯亞一定有創業家

there must be entrepreneurs everywhere."

到處都有創業家

And he noticed that for weddings and funerals there

他發現當地的婚禮跟喪禮

they could find enough money to put something together.

當地人都有辦法籌夠錢舉辦

So he decided to start manufacturing products in Kenya

所以他決定要在肯亞跟當地廠商

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

從事生產-- 我們設計，他們生產

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

到今天--他去沒幾年的時間--

he's started 19,000 companies.

已經創了1萬9千家公司了

He's made 30,000 new jobs.

創造出3萬個新的工作機會

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

而光產品銷售--這是社會企業--

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

占了目前肯亞百分之6的國內生產毛額

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

一個人的力量可以有這樣效果，實在驚人

So we're in the process of helping them design

我們現在致力於幫他們設計

deep-well, low-cost manual pumps

深井，低廉的手動抽水機

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

可以幫有4分之一畝地的當地人

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

在旱季期可以種作物

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

現在的情況是：雨季時他們可以種作物

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

旱季就種不出來

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

所以，大家一開始看到的那位女士

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

她是一個老師--希望她的學生可以上大學

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

因為這些總總，她得以實現她的夢想

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

用這些碎種子機，泵，乾草打包機

very straightforward things that we're designing --

這些我們設計非常簡易的農耕機

my students are doing this as class projects

這是我史丹佛學生的課堂作業

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

IDEO的員工也投入他們的時間參與

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

看到Martin的成功令人開心

We also were thinking about the experience of Richard,

我們也沒忘記Richard的貢獻

and so --

所以

(Laughter)

（大笑）

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

--我們設計了這帽子，我知道我是今天最後一個講著

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

我還得應付他。所以我最後要說的是

(Laughter)

（大笑）

Can you read it?

你們看得到嗎？

(Laughter)

（大笑）

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

哈，每次當他靠近要一探究竟時還蠻好笑的

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

我不想對他不敬也不敢有罪惡感

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

所以我決定如果我坐這就好

(Laughter)

（大笑）

(Applause)

（鼓掌）

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

我們今天看到很多有趣的設計

and from all the different presenters.

都是不同的人所呈現的

And in my own practice, from product to ApproTEC,

從產品到ApproTEC，我自己的經驗讓我學到，

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

以人為本的設計融入人類的行為跟個性

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

是很令人振奮的演進

and I think this is great.

我覺得這是很棒的事

Designers are more trusted and more integrated

設計師在公司的策略面

into the business strategy of companies,

得到更多的信任跟融入感

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

最後我想說，我很榮幸看到從第一屆TED開始以來

has made since the first TED. Thanks a lot.

設計界的進步。謝謝大家。