2022TED英语演讲：细节是设计的灵魂.docx

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1、2022TED英语演讲：细节是设计的灵魂 设计二字，许多人想到的是雄伟的建筑设计，精致的室内设计，抑或是华美的服装设计，然而闻名设计公司IDEO的创意总监保罗.本内特先生却把留意力放在了常被人们忽视细微环节上。通常，能够产生影响的并不是所谓大手笔制作，而是那些微小的、个人的、与人们生活紧密联系的小想法。保罗先生如是说。下面是小编为大家收集关于TED英语演讲：细微环节是设计的灵魂，欢迎借鉴参考。 演说题目：Design is in the details 演说者：Paul Bennett Hello. Actually, thats hello in Bauer Bodoni for the t

2、ypographically hysterical amongst us. One of the threads that seems to have come through loud and clear in the last couple of days is this need to reconcile what the Big wants - the Big being the organization, the system, the country - and what the Small wants - the individual, the person. And how d

3、o you bring those two things together?Charlie Ledbetter, yesterday, I thought, talked very articulately about this need to bring consumers, to bring people into the process of creating things. And thats what I want to talk about today. So, bringing together the Small to help facilitate and create th

4、e Big, I think, is something that we believe in - something I believe in, and something that we kind of bring to life through what we do at Ideo. 你好。事实上那是BauerBodoni体的你好 ，特意为我们当中的字体狂们说明一下。近来传递出来的 一条清晰明白的信息，就是要调和大的须要 大指组织、系统、国家 和小的须要那些个体、个人。以及如何将两者联系起来我想，昨天，Charlie Ledbetter讲得特别清晰 有必要把消费者、把人 引入到创建事物的

5、过程中来。而这就是我今日想要讲的内容。那么，通过聚小来造大，我想，这是我们的信念我的信念，并且某种意义上我们也在实现它，通过我们在IDEO的工作。 I call this first chapter - for the Brits in the room - the Blinding Glimpse of the Bleeding Obvious.Often, the good ideas are so staring-at-you-right-in-the-face that you kind of miss them. And I think, a lot of times, what w

6、e do is just, sort of, hold the mirror up to our clients, and sort of go, Duh! You know, look whats really going on. And rather than talk about it in the theory, I think Im just going to show you an example. We were asked by a large healthcare system in Minnesota to describe to them what their patie

7、nt experience was. And I think they were expecting - theyd worked with lots of consultants before - I think they were expecting some kind of hideous org chart with thousands of bubbles and systemic this, that and the other, and all kinds of mappy stuff. Or even worse, some kind of ghastly death-by-P

8、owerpoint thing with WowCharts and all kinds of, you know, God knows, whatever. 特殊为在座的英国观众，我把这第一章叫做 熟视无睹 往往好办法近在眼前，而你却看不到。我想，许多时候，我们所做的只是拿着镜子对着客户，说：呃，你来，看看究竟怎么回事 并不是坐而论道，我来举个例子吧。明尼苏达的一家很大的医疗保险机构曾经找到我们让我们向他们描述他们病患的体验。我想他们预期的是 他们确定找过许多询问公司 我想他们预期的是那些厌烦的组织结构图 成百上千的气泡图和这系统那系统什么的，还有各种图示 或者更糟，那些吓死人的PPT 满是

9、Wow图表，各种鬼东西。 The first thing we actually shared with them was this. Ill play this until your eyeballs completely dissolve. This is 59 seconds into the film. This is a minute 59. 3:19. I think something happens. I think a head may appear in a second. 5:10. 5:58. 6:20. We showed them the whole cut, an

10、d they were all completely, what is this? And the point is when you lie in a hospital bed all day, all you do is look at the roof, and its a really shitty experience. And just putting yourself in the position of the patient 而事实上，我们首先和他们共享的是这个：我要播放到你们的眼珠子蹦出来为止。这是影片第59秒的地方。这是1分59秒的地方。3分19秒。我想会有事发生。很快可

11、能会有个头出现 5分10秒。5分58秒。6分20秒。我们给他们放了整段的录像，然后他们全都问，这是什么?重点是，当你躺在医院的床上一成天，你能做的无非是看天花板，而这感受的确特别糟糕。你须要把自己放在病人的角度看问题。 Tthis is Christian, who works with us at Ideo. He just lay in the hospital bed, and, kind of, stared at the polystyrene ceiling tiles for a really long time. Thats what its like to be a pati

12、ent in the hospital. And they were sort, you know, blinding glimpse of bleeding obvious. Oh, my goodness. So, looking at the situation from the point of view of the person out - as opposed to the traditional position of the organization in - was, for these guys, quite a revelation. And so, that was

13、a really catalytic thing for them. So they snapped into action. They said, OK, its not about systemic change. Its not about huge, ridiculous things that we need to do. Its about tiny things that can make a huge amount of difference. 这是Christian，我们在Ideo的同事。他就这么躺在医院的病床上，盯着聚苯乙烯的天花板很长很长时间。住院病人的感觉就是这样的。而

14、他们对此却有点视而不见。天哪，从当事人的角度 来重新谛视这情形 而不是从传统的组织内的角度去看 对他们来说是莫大的启发。那对他们来说也是催化剂。于是他们快速付诸行动。他们说：好，这不是什么系统性变革。要做的不是荒谬的大工程而是能造成巨大不同的细小的事。 So we started with them prototyping some really little things that we could do to have a huge amount of impact. The first thing we did was we took a little bicycle mirror an

15、d we Band-Aided it here, onto a gurney, a hospital trolley, so that when you were wheeled around by a nurse or by a doctor, you could actually have a conversation with them. You could, kind of, see them in your rear-view mirror, so it created a tiny human interaction. 于是我们从他们这里进行了一些小细微环节的原型设计 那些能带来很

16、大影响的小细微环节。首先我们找来了一个小的自行车后镜 把它贴在医院的推车上这样子当你被护士或者医生推着到处跑的时候 你就可以跟他们对话。你可以在你的后视镜里看到他们，从而创建了一个小型的人性互动。 Very small example of something that they could do. Interestingly, the nurses themselves, sort of, snapped into action - said, OK, we embrace this. What can we do?The first thing they do is they decora

17、ted the ceiling. Which I thought was really - I showed this to my mother recently. I think my mother now thinks that Im some sort of interior decorator. Its what I do for a living, sort of Laurence Llewelyn-Bowen. Not particularly the worlds best design solution for those of us who are real, sort of

18、, hard-core designers 这是他们可做的事情当中的一个小例子。好玩的是，护士们都迫不及待的实行行动 说，好，我们拥护这个理念。我们能做什么?他们做的第一件事情是装饰了天花板。我觉得这很. 最近我拿这个给我妈看，我妈现在估计以为我是搞室内装潢什么的。这就是我谋生的手段，就像Laurence Llewelyn-Bowen, 对那些大牌设计师而言，这些算不上世界上最好的设计。 but nonetheless, a fabulous empathic solution for people. Things that they started doing themselves - li

19、ke changing the floor going into the patients room so that it signified, This is my room. This is my personal space - was a really interesting sort of design solution to the problem. 但是无论如何，是精彩的充溢人性的方案。他们自发的、在做的事情 比如把病房门口的地板改掉 以显示说这是我的房间。这是我的私人空间 是个对问题很好玩的解答。 So you went from public space to private

20、 space. And another idea, again, that came from one of the nurses - which I love - was they took traditional, sort of, corporate white boards, then they put them on one wall of the patients room, and they put this sticker there. So that what you could actually do was go into the room and write messa

21、ges to the person who was sick in that room, which was lovely.So, tiny, tiny, tiny solutions that made a huge amount of impact. I thought that was a really, really nice example. 于是你从公共区域进入了私人空间。另外一个创意，来自一个护士我很喜爱这想法 他们把传统的公司用的白板 放到病房的墙上 然后放这些贴纸上去。于是你可以走进房间 给里面的病人留言 相当贴心 就是这些，细小、细小再细小的解决方案，带来很大影响力。我认为

22、那是个特别特别好的例子。 So this is not particularly a new idea, kind of, seeing opportunities in things that are around you and snapping and turning them into a solution. Its a history of invention based around this. Im going to read this because I want to get these names right. Joan Ganz Cooney saw her daught

23、er - came down on a Saturday morning, saw her daughter watching the test card, waiting for programs to come on one morning and from that came Sesame Street. 这个不是什么新的想法，更像是，从身边已有的事物中找寻机会 然后把他们变成解决方案。独创创建的历史便依据于此 我得看着念，因为我要把名字念对 Joan Ganz Cooney看到她女儿星期六一早醒过来，在看测试卡等待着喜爱看的电视节目 然后就诞生了芝麻街。 Malcolm McLean

24、was moving from one country to another and was wondering why it took these guys so long to get the boxes onto the ship. And he invented the shipping container. George de Mestral - this is not bugs all over a Birkenstock - was walking his dog in a field and got covered in burrs, sort of little prickl

25、y things, and from that came Velcro. Malcolm McLean正从一个国家搬去另一个国家 他在想为什么这些人要用那么长时间 才能把箱子搬上船。于是他独创了集装箱。George de Mestral 这并不是爬在勃肯鞋上的虫 和他的狗一起漫步，发觉裤子和狗身上粘满了的苍耳一种带刺的小东西，于是就有了维可牢的独创(一种尼龙刺粘扣) And finally, for the Brits, Percy Shaw - this is a big British invention - saw the cats eyes at the side of the roa

26、d, when he was driving home one night and from that came the Catseye. So theres a whole series of just using your eyes, seeing things for the first time, seeing things afresh and using them as an opportunity to create new possibilities. Second one, without sounding overly Zen, and this is a quote fr

27、om the Buddha: Finding yourself in the margins, looking to the edges of things, is often a really interesting place to start. Blinkered vision tends to produce, I think, blinkered solutions. So, looking wide, using your peripheral vision, is a really interesting place to look for opportunity. 最终，英国人

28、们，Percy Shaw 这是个英国的大独创 有一天在他开车回家的路上 看到了路边的猫的眼睛，由此便诞生了猫眼路标。这样的例子数不胜数用你的眼睛，以簇新的眼光看待事物 然后以它们为契机创建新的可能性。其次，听起来不要太禅，这是佛语：身处边缘，观看事物周边 往往会有不错的新发觉。 肤浅的目光只会给出短浅的解决方案。因此，眼观六路、耳听八方就会发觉更多新机遇。 Again, another medical example here. We were asked by a device producer - we did the Palm Pilot and the Treo. We did a l

29、ot of sexy tech at Ideo - theyd seen this and they wanted a sexy piece of technology for medical diagnostics. This was a device that a nurse uses when theyre doing a spinal procedure in hospital. Theyll ask the nurses to input data. And they had this vision of the nurse, kind of, clicking away on th

30、is aluminum device and it all being incredibly, sort of, gadget-lustish. 这里还有另一个医学方面的例子。一位设备生产商问我们 我们曾经做过PalmPilot(灵巧随身的PDA产品)脑和Treo系列智能手机。在Ideo我们创建出了许多火爆的技术 他们看到了这一点，并且他们也须要一项 关于医疗诊断的新技术。这是一台护士用的小设备，用于在医院里做脊髓检查，它须要护士输入一些数据。他们期盼看到护士不停地按着这个铝制设备 这个令人难以置信的高科技玩意儿。 When we actually went and watched this

31、procedure taking place - and Ill explain this in a second - it became very obvious that there was a human dimension to this that they really werent recognizing. When youre having a four-inch needle inserted into your spine - which was the procedure that this devices data was about; it was for pain m

32、anagement - youre shit scared; youre freaking out. And so the first thing that pretty much every nurse did, was hold the patients hand to comfort them. Human gesture - which made the fabulous two-handed data input completely impossible. 当我们观看整套的操作流程时，稍后我将说明缘由 很明显有一些人为的问题在里面，他们却没有留意到当你的脊椎插入了一根四英寸长的针头

33、时 那个设备的数据输入便在这个过程中进行 用于难受管理。你特别恐慌你吓坏了。因此，几乎每位护士都会 握住病人的手来劝慰他们。而这个动作 使两手操作的资料输入变成完全不行能。 So, the thing that we designed, much less sexy but much more human and practical, was this. So, its not a Palm Pilot by any stretch of the imagination, but it has a thumb-scroll so you can do everything with one h

34、and. So, again, going back to this - the idea that a tiny human gesture dictated the design of this product. And I think thats really, really important. So, again, this idea of workarounds. 基于此，我们的设计没有许多的热门技术，但是更加人性化和好用。就是这个 无论如何它都不是PalmPilot 上面安装了一个滚轮，这样你就可以单手操作。再回到我们的主题只是因为小小的手的问题促使了这台设备的设计方案。我觉得这

35、是特别重要的。这些基于周遭问题的创意。 We use this phrase workarounds a lot, sort of, looking around us. I was actually looking around the TED and just watching all of these kind of things happen while Ive been here. This idea of the way that people cobble together solutions in our life - and the things we kind of do

36、in our environment that are somewhat subconscious but have huge potential - is something that we look at a lot. 我们常用这个说法基于周遭问题，感觉像是在谛视我们的周边。当我一到这里，我就起先谛视TED，以及这里发生的 一切事情 人们组合生活中各个问题的解决方案 以及那些平常我们在做的事情，那些虽是潜意识的，却具有很大潜力的 就是我们所苦苦追寻的创意。 We wrote a book recently, I think you might have received it, calle

37、d Thoughtless Acts? Its been all about these kind of thoughtless things that people do, which have huge intention and huge opportunity. Why do we all follow the line in the street? This is a picture in a Japanese subway. People consciously follow things even though, why, we dont know. Why do we line

38、 up the square milk carton with the square fence? Because we kind of have to - were just compelled to. We dont know why, but we do. Why do we wrap the teabag string around the cup handle? 我们最近出了一本书，或许有人已经看过了，名字叫无意识的行为。里面都是些人们下意识做出的事情，但是都蕴含着巨大的潜力和机遇。我们为什么总是沿街道上的线行走呢?这是一张日本地铁里的图片。人们总是习惯性的跟随某些东西，却不知为何为

39、什么人们总把方形牛奶盒摆在广场方形护栏上呢?这是因为我们有点不得不这么做。虽然不知缘由，但的确要做。我们为什么总把茶包线缠在杯柄上呢? Again, were sort of using the world around us to create our own design solutions. And were always saying to our clients: You should look at this stuff. This stuff is really important. This stuff is really vital. This is people desig

40、ning their own experiences. You can draw from this. We sort of assume that because theres a pole in the street, that its okay to use it, so we park our shopping cart there. Its there for our use, on some level. 我们只是利用周遭世界来创建自己的设计解决方案。我们通常会告知客户：你应当留意这个，这个很重要，极为关键。 这是人们设计自己阅历的过程。你可以从中学到许多。我们假定假如公路上出现了

41、一根杆，人们就可以用，于是我们把购物车停在那里。它的存在为我所用。 So, again, we sort of co-opt our environment to do all these different things. We co-opt other experiences - we take one item and transfer it to another. And this is my favorite one. My mother used to say to me, Just because your sister jumps in the lake doesnt mean

42、 you have to. But, of course, we all do. We all follow each other every day. So somebody assumes that because somebody else has done something, thats permission for them to do the same thing. And theres almost this sort of semaphore around us all the time. I mean, shopping bag equals parking meter o

43、ut of order. 我们利用四周环境 以便解决繁杂的事情。我们援用别处得到的阅历 从一项转移到另一项上。我很喜爱的一句话，是我妈妈告知我的：你姐姐跳进湖里，但你没必要跟着一起跳。 但我们都跟着跳进去了。我们总重复他人。有人试图说明缘由：因为有人做了某事，即表示他们也可以做相同的事许多人有着类似的想法。我是说，塑料袋等同于停车计费器故障。 And we all, kind of, know how to read these signals now. We all talk to one another in this highly visual way without realizing

44、 what were doing. Third section is this idea of not knowing, of consciously putting yourself backwards. I talk about unthinking situations all the time. Sort of having beginners mind, scraping your mind clean and looking at things afresh. 人人都明白这些信号的含义。我们以这些人尽皆知的视觉方式沟通，甚至没有意识到我们究竟在做什么。第三部分是关于不知的，有意识地

45、清空自己的常识 我常常会谈论各类被疏忽的情形。就像拥有新人的想法，将你全部的学问、阅历清空，重新谛视一件事物。 A friend of mine was a designer at IKEA, and he was asked by his boss to help design a storage system for children. This is the Billy bookcase - its IKEAs biggest selling product. Hammer it together. Hammer it together with a shoe, if youre me,

46、 because theyre impossible to assemble. But big selling bookcase. How do we replicate this for children? The reality is when you actually watch children, children dont think about things like storage in linear terms. 我有一个在宜家做设计师的挚友。有一天，他的老板要求他 为儿童设计一款贮存物品的家具。这是比利书柜宜家里最畅销的一款产品。将它钉在一起。用鞋子来敲打组合，假如是我的话，

47、因为很难组装。但依旧很畅销，如何把这个复制给儿童呢?假如你仔细视察儿童的举动，你会发觉孩子们并不想把东西按依次排放好。 Children assume permission in a very different way. Children live on things. They live under things. They live around things, and so their spatial awareness relationship, and their thinking around storage is totally different. So the first

48、thing you have to do - this is Graham, the designer - is, sort of, put yourself in their shoes. And so, here he is sitting under the table. So, what came out of this? This is the storage system that he designed. So what is this? I hear you all ask. No, I dont. 孩子们有着全然不同于成人的想法，他们站在物品上面，或者爬到下面，抑或是围绕在四围，因此，他们对于空间意识的理解 以及对于贮存物品的方式有着自己的看法。因此，首先你要这就是Graham，那个设计师把自己放到孩子们的角度上。所以，他就 钻到了桌子底下。结果如何呢?这是他所设计的贮存物品的工具。这是什么啊?我听到你们问了。不，我没听到。 Its this, and I think this is a particularly lovely solution. S