TED英語演講：細節(jié)是設計的靈魂
“設計”二字，很多人想到的是宏偉的建筑設計，精致的室內設計，抑或是華美的服裝設計，然而著名設計公司IDEO的創(chuàng)意總監(jiān)保羅.本內特先生卻把注意力放在了常被人們忽視細節(jié)上。“通常，能夠產生影響的并不是所謂大手筆制作，而是那些細微的、個人的、與人們生活緊密聯系的小想法。”保羅先生如是說。下面是小編為大家收集關于TED英語演講：細節(jié)是設計的靈魂，歡迎借鑒參考。
演說題目：Design is in the details
演說者：Paul Bennett
Hello. Actually, that's "hello" in Bauer Bodoni for the typographically 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 do 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 that's what I want to talk about today. So, bringing together the Small to help facilitate and create the 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。事實上那是BauerBodoni體的“你好” ，特意為我們當中的字體狂們解釋一下。近來傳遞出來的 一條清楚明白的信息，就是要調和“大”的需要—— “大”指組織、系統(tǒng)、國家—— 和“小”的需要——那些個體、個人。以及如何將兩者聯系起來我想，昨天，Charlie Ledbetter講得非常清楚 有必要把消費者、把人 引入到創(chuàng)造事物的過程中來。而這就是我今天想要講的內容。那么，通過聚“小”來造“大”，我想，這是我們的信念——我的信念，并且某種意義上我們也在實現它，通過我們在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 we do is just, sort of, hold the mirror up to our clients, and sort of go, "Duh! You know, look what's really going on." And rather than talk about it in the theory, I think I'm just going to show you an example. We were asked by a large healthcare system in Minnesota to describe to them what their patient experience was. And I think they were expecting -- they'd 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-Powerpoint thing with WowCharts and all kinds of, you know, God knows, whatever.
特別為在座的英國觀眾，我把這第一章叫做—— 熟視無睹 往往好主意近在眼前，而你卻看不到。我想，很多時候，我們所做的只是拿著鏡子對著客戶，說：“呃，你來，看看到底怎么回事” 并不是坐而論道，我來舉個例子吧。明尼蘇達的一家很大的醫(yī)療保險機構曾經找到我們讓我們向他們描述他們病患的體驗。我想他們預期的是—— 他們肯定找過很多咨詢公司—— 我想他們預期的是那些討厭的組織結構圖 成百上千的氣泡圖和這系統(tǒng)那系統(tǒng)什么的，還有各種圖示 或者更糟，那些嚇死人的PPT 滿是Wow圖表，各種鬼東西。
The first thing we actually shared with them was this. I'll 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, and 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 it's a really shitty experience. And just putting yourself in the position of the patient
而事實上，我們首先和他們分享的是這個：我要播放到你們的眼珠子蹦出來為止。這是影片第59秒的地方。這是1分59秒的地方。3分19秒。我想會有事發(fā)生。很快可能會有個頭出現 5分10秒。5分58秒。6分20秒。我們給他們放了整段的錄像，然后他們全都問，這是什么?重點是，當你躺在醫(yī)院的床上一整天，你能做的無非是看天花板，而這感受的確非常糟糕。你需要把自己放在病人的角度看問題。
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. That's what it's like to be a patient 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 a really catalytic thing for them. So they snapped into action. They said, OK, it's not about systemic change. It's not about huge, ridiculous things that we need to do. It's about tiny things that can make a huge amount of difference.
這是Christian，我們在Ideo的同事。他就這么躺在醫(yī)院的病床上，盯著聚苯乙烯的天花板很長很長時間。住院病人的感覺就是這樣的。而他們對此卻有點視而不見。天哪，從當事人的角度 來重新審視這情形—— 而不是從傳統(tǒng)的組織內的角度去看—— 對他們來說是莫大的啟發(fā)。那對他們來說也是催化劑。于是他們迅速付諸行動。他們說：好，這不是什么系統(tǒng)性變革。要做的不是荒謬的大工程而是能造成巨大不同的細小的事。
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 and 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.
于是我們從他們這里進行了一些小細節(jié)的原型設計 那些能帶來很大影響的小細節(jié)。首先我們找來了一個小的自行車后鏡 把它貼在醫(yī)院的推車上這樣子當你被護士或者醫(yī)生推著到處跑的時候 你就可以跟他們對話。你可以在你的后視鏡里看到他們，從而創(chuàng)造了一個小型的人性互動。
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 decorated the ceiling. Which I thought was really -- I showed this to my mother recently. I think my mother now thinks that I'm some sort of interior decorator. It's what I do for a living, sort of Laurence Llewelyn-Bowen. Not particularly the world's best design solution for those of us who are real, sort of, hard-core designers
這是他們可做的事情當中的一個小例子。有趣的是，護士們都迫不及待的采取行動—— 說，好，我們擁護這個理念。我們能做什么?他們做的第一件事情是裝飾了天花板。我覺得這很... 最近我拿這個給我媽看，我媽現在估計以為我是搞室內裝潢什么的。這就是我謀生的手段，就像Laurence Llewelyn-Bowen, 對那些大牌設計師而言，這些算不上世界上最好的設計。
but nonetheless, a fabulous empathic solution for people. Things that they started doing themselves -- like changing the floor going into the patient's 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.
但是無論如何，是出色的充滿人性的方案。他們自發(fā)的、在做的事情—— 比如把病房門口的地板改掉 以顯示說“這是我的房間。這是我的私人空間”—— 是個對問題很有趣的解答。
So you went from public space to private 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 patient's room, and they put this sticker there. So that what you could actually do was go into the room and write messages 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.
于是你從公共區(qū)域進入了私人空間。另外一個創(chuàng)意，來自一個護士——我很喜歡這想法—— 他們把傳統(tǒng)的公司用的白板 放到病房的墻上 然后放這些貼紙上去。于是你可以走進房間 給里面的病人留言 相當貼心 就是這些，細小、細小再細小的解決方案，帶來很大影響力。我認為那是個非常非常好的例子。
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. It's a history of invention based around this. I'm going to read this because I want to get these names right. Joan Ganz Cooney saw her daughter -- 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.
這個不是什么新的想法，更像是，從身邊已有的事物中尋找機會 然后把他們變成解決方案。發(fā)明創(chuàng)造的歷史便依據于此 我得看著念，因為我要把名字念對 Joan Ganz Cooney看到她女兒——星期六一早醒過來，在看測試卡等待著喜歡看的電視節(jié)目 然后就誕生了“芝麻街”。
Malcolm McLean 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 prickly things, and from that came Velcro.
Malcolm McLean正從一個國家搬去另一個國家 他在想為什么這些人要用那么長時間 才能把箱子搬上船。于是他發(fā)明了集裝箱。George de Mestral ——這并不是爬在勃肯鞋上的蟲—— 和他的狗一起散步，發(fā)現褲子和狗身上粘滿了的蒼耳一種帶刺的小東西，于是就有了“維可牢”的發(fā)明(一種尼龍刺粘扣)
And finally, for the Brits, Percy Shaw -- this is a big British invention -- saw the cat's eyes at the side of the road, when he was driving home one night and from that came the Catseye. So there's 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 from 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.
最后，英國人們，Percy Shaw ——這是個英國的大發(fā)明—— 有一天在他開車回家的路上 看到了路邊的貓的眼睛，由此便誕生了貓眼路標。這樣的例子不勝枚舉——用你的眼睛，以新鮮的眼光看待事物 然后以它們?yōu)槠鯔C創(chuàng)造新的可能性。其次，聽起來不要太禪，這是佛語：“身處邊緣，觀看事物周邊 往往會有不錯的新發(fā)現。” 膚淺的目光只會給出短淺的解決方案。因此，眼觀六路、耳聽八方就會發(fā)現更多新機遇。
Again, another medical example here. We were asked by a device producer -- we did the Palm Pilot and the Treo. We did a lot of sexy tech at Ideo -- they'd seen this and they wanted a sexy piece of technology for medical diagnostics. This was a device that a nurse uses when they're doing a spinal procedure in hospital. They'll ask the nurses to input data. And they had this vision of the nurse, kind of, clicking away on this aluminum device and it all being incredibly, sort of, gadget-lustish.
這里還有另一個醫(yī)學方面的例子。一位設備生產商問我們—— 我們曾經做過PalmPilot(輕巧隨身的PDA產品)腦和Treo系列智能手機。在Ideo我們創(chuàng)造出了很多火爆的技術—— 他們看到了這一點，并且他們也需要一項 關于醫(yī)療診斷的新技術。這是一臺護士用的小設備，用于在醫(yī)院里做脊髓檢查，它需要護士輸入一些數據。他們期待看到護士不停地按著這個鋁制設備 這個令人難以置信的高科技玩意兒。
When we actually went and watched this procedure taking place -- and I'll explain this in a second -- it became very obvious that there was a human dimension to this that they really weren't recognizing. When you're having a four-inch needle inserted into your spine -- which was the procedure that this device's data was about; it was for pain management -- you're shit scared; you're freaking out. And so the first thing that pretty much every nurse did, was hold the patient's hand to comfort them. Human gesture -- which made the fabulous two-handed data input completely impossible.
當我們觀看整套的操作流程時，稍后我將解釋原因—— 很明顯有一些人為的問題在里面，他們卻沒有注意到當你的脊椎插入了一根四英寸長的針頭時—— 那個設備的數據輸入便在這個過程中進行—— 用于疼痛管理。你非?？只?mdash;—你嚇壞了。因此，幾乎每位護士都會 握住病人的手來安慰他們。而這個動作—— 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 but much more human and practical, was this. So, it's not a Palm Pilot by any stretch of the imagination, but it has a thumb-scroll so you can do everything with one hand. So, again, going back to this -- the idea that a tiny human gesture dictated the design of this product. And I think that's really, really important. So, again, this idea of workarounds.
基于此，我們的設計沒有很多的熱門技術，但是更加人性化和實用。就是這個 無論如何它都不是PalmPilot 上面安裝了一個滾輪，這樣你就可以單手操作。再回到我們的主題——只是因為小小的手的問題促使了這臺設備的設計方案。我覺得這是非常重要的。這些“基于周遭問題”的創(chuàng)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 I've been here. This idea of the way that people cobble together solutions in our life -- and the things we kind of do in our environment that are somewhat subconscious but have huge potential -- is something that we look at a lot.
我們常用這個說法“基于周遭問題”，感覺像是在審視我們的周邊。當我一到這里，我就開始審視TED，以及這里發(fā)生的 一切事情 人們組合生活中各個問題的解決方案—— 以及那些平常我們在做的事情，那些雖是潛意識的，卻具有很大潛力的—— 就是我們所苦苦追尋的創(chuàng)意。
We wrote a book recently, I think you might have received it, called "Thoughtless Acts?" It's 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 don't know. Why do we line up the square milk carton with the square fence? Because we kind of have to -- we're just compelled to. We don't know why, but we do. Why do we wrap the teabag string around the cup handle?
我們最近出了一本書，也許有人已經看過了，名字叫《無意識的行為》。里面都是些人們下意識做出的事情，但是都蘊含著巨大的潛力和機遇。我們?yōu)槭裁纯偸茄亟值郎系木€行走呢?這是一張日本地鐵里的圖片。人們總是習慣性的跟隨某些東西，卻不知為何為什么人們總把方形牛奶盒擺在廣場方形護欄上呢?這是因為我們有點——不得不這么做。雖然不知原因，但的確要做。我們?yōu)槭裁纯偘巡璋€纏在杯柄上呢?
Again, we're sort of using the world around us to create our own design solutions. And we're always saying to our clients: "You should look at this stuff. This stuff is really important. This stuff is really vital." This is people designing their own experiences. You can draw from this. We sort of assume that because there's a pole in the street, that it's okay to use it, so we park our shopping cart there. It's there for our use, on some level.
我們只是利用周遭世界來創(chuàng)造自己的設計解決方案。我們通常會告訴客戶：“你應該注意這個，這個很重要，極為關鍵。” 這是人們設計自己經驗的過程。你可以從中學到很多。我們假定如果馬路上出現了一根桿，人們就可以用，于是我們把購物車停在那里。它的存在為我所用。
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 doesn't mean 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, that's permission for them to do the same thing. And there's almost this sort of semaphore around us all the time. I mean, shopping bag equals "parking meter out of order."
我們利用周圍環(huán)境 以便解決繁雜的事情。我們援用別處得到的經驗—— 從一項轉移到另一項上。我很喜歡的一句話，是我媽媽告訴我的：“你姐姐跳進湖里，但你沒必要跟著一起跳。” 但我們都跟著跳進去了。我們總重復他人。有人試圖解釋原因：因為有人做了某事，即表示他們也可以做相同的事很多人有著類似的想法。我是說，塑料袋等同于停車計費器故障。
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 what we're 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 beginner's mind, scraping your mind clean and looking at things afresh.
人人都明白這些信號的含義。我們以這些人盡皆知的視覺方式交流，甚至沒有意識到我們到底在做什么。第三部分是關于“不知”的，有意識地清空自己的常識 我經常會談論各類被疏忽的情形。就像擁有新人的想法，將你所有的知識、經驗清空，重新審視一件事物。
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 -- it's IKEA's biggest selling product. Hammer it together. Hammer it together with a shoe, if you're me, because they're impossible to assemble. But big selling bookcase. How do we replicate this for children? The reality is when you actually watch children, children don't think about things like storage in linear terms.
我有一個在宜家做設計師的朋友。有一天，他的老板要求他 為兒童設計一款貯存物品的家具。這是比利書柜——宜家里最暢銷的一款產品。將它釘在一起。用鞋子來敲打組合，如果是我的話，因為很難組裝。但依然很暢銷，如何把這個復制給兒童呢?如果你認真觀察兒童的舉動，你會發(fā)現孩子們并不想把東西按順序排放好。
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 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 don't.
孩子們有著全然不同于成人的想法，他們站在物品上面，或者爬到下面，抑或是圍繞在四圍，因此，他們對于空間意識的理解 以及對于貯存物品的方式有著自己的看法。因此，首先你要——這就是Graham，那個設計師——把自己放到孩子們的角度上。所以，他就 鉆到了桌子底下。結果如何呢?這是他所設計的貯存物品的工具。這是什么啊?我聽到你們問了。不，我沒聽到。
It's this, and I think this is a particularly lovely solution. So, you know, it's a totally different way of looking at the situation. It's a completely empathic solution -- apart from the fact that teddy's probably not loving it.
是這樣的，我認為這是一個特別可愛的設計。這是一種全新的解決問題的方法。這是一個傾注了感情的解決方案—— 當然，泰迪熊很可能不會喜歡這個方法。
But a really nice way of re-framing the ordinary, and I think that's one of the things. And putting yourself in the position of the person, and I think that's one of the threads that I've heard again from this conference is how do we put ourselves in other peoples' shoes and really feel what they feel?And then use that information to fuel solutions? And I think that's what this is very much about.
但，這不妨礙它推陳出新的亮點，而且，我覺得這很難得。把自己換個角度來思考，在TED集會上，我反復聽到的一個思路就是如何把自己放到別人的角度上去思考問題，站在他們立場上去體會他們的感受 并且借助這種體會去解決面臨的問題 我認為這才是最主要。
Last section: green armband. We've all got them. It's about this really. I mean, it's about picking battles big enough to matter but small enough to win. Again, that's one of the themes that I think has come through loud and clear in this conference is: Where do we start? How do we start? What do we do to start? So, again, we were asked to design a water pump for a company called ApproTEC, in Kenya.They're now called KickStart.
最后一章：綠色手鏈。我們都有，跟這個相關。也就是說要從大處著眼，從小處著手。這也是我在這里反復聽到的被強調的幾個主題之一：我們從何做起?如何開展?如何起步?有一次，一家位于肯尼亞名叫ApproTEC的公司 委托我們設計一款水泵。現在這家公司更名為KickStart了。
And, again, as designers, we wanted to make this thing incredibly beautiful and spend a lot of time thinking of the form. And that was completely irrelevant. When you put yourself in the position of these people, things like the fact that this has to be able to fold up and fit on a bicycle, become much more relevant than the form of it.
作為設計師，我們想把這個產品做得非常漂亮，花費了很多時間去構思形狀。其實這無關緊要。當你設身處地的站在那些人的角度去考慮時，你會發(fā)現，這件產品要能被折疊，并且可以放在自行車上，這個比外觀重要多了。
The way it's produced, it has to be produced with indigenous manufacturing methods and indigenous materials. So it had to be looked at completely from the point of view of the user. We had to completely transfer ourselves over to their world. So what seems like a very clunky product is, in fact, incredibly useful. It's powered a bit like a Stairmaster -- you pump up and down on it. Children can use it. Adults can use it. Everybody uses it. It's turning these guys -- again, one of the themes -- it's turning them into entrepreneurs.
此外，生產的方式必須適合手工制造，同時原材料也需取自當地。這需要完全從一個使用者的角度來審視，我們不得不把自己轉到他們的世界里 這種看起來笨重的產品 其實驚人的實用。它的操作就像爬樓梯——上下踏動來操作 兒童可以使用，大人可以使用，人人都可以輕松操作 它轉變了這些人——另一個主題—— 將他們轉變?yōu)槠髽I(yè)家。
These guys are using this very successfully. And for us, it's been great because it's won loads of design awards. So we actually managed to reconcile the needs of the design company, the needs of the individuals in the company, to feel good about a product we were actually designing, and the needs of the individuals we were designing it for. There it is, pumping water from 30 feet.
這些人可以非常容易的使用這個水泵。對于我們，也是受益匪淺，因為這個設計得了很多獎。最終，我們順利的實現了客戶的需求，滿足了公司里不同個體的需求，讓他們對我們所設計的產品非常滿意，同時切合了使用者對這個產品的期望。這就是那個水泵，能把水抽到30英尺的高度。
So as a final gesture we handed out these bracelets to all of you this morning. We've made a donation on everybody's behalf here to kick start, no pun intended, their next project. Because, again, I think, sort of, putting our money where our mouth is, here. We feel that this is an important gesture. So we've handed out bracelets. Small is the new big. I hope you'll all wear them. So that's it.
今早，我們把這些手鏈發(fā)到了每一個人手里 以表示我們的心意。我們以座諸位的名義為KichStart做了捐贈，不是雙關語，而是KichStart的另一項工程。因為這象征著，在我們賴以生存的事物上投資。這很重要，具有很深遠的意義。因此，我們送出這個手鏈。“以小博大”希望你們能戴著它。我的演講就是這些。
Thank you(Applause)
謝謝大家 掌聲
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