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TimBrown_2009G-_蒂姆_布朗鼓励设计师们往大处着眼_
I'd like to talk a little bit this morning about what happens if we move from design to design thinking. 今天早上我想谈一谈 当我们把单纯的设计提升到设计思考时, 将会发生怎样的改变。
Now this rather old photo up there is actually the first project I was ever hired to do. 这里是一张老照片, 是我被雇佣做的第一个项目,
Something like 25 years ago. 大约是25年前的事情。
It's a woodworking machine, or at least a piece of one. 那是一个木工的机器,至少其中有一件是。
woodworking:n.木工;[木]木工活;adj.干木工活的;
And my task was to make this thing a little bit more modern, a little bit easier to use. 我的任务就是 使这个东西看上去更现代一些, 和更好用一点。
I thought, at the time, I did a pretty good job. 我当时想我做得是不错的。
Unfortunately , not very long aftewards the company went out of business . 不幸的是,不久之后, 那个公司破产了。
Unfortunately:adv.不幸地; out of business:破产;歇业;停业;倒闭;
This is the second project that I did. It's a fax machine. 这是我做的第二个项目,是一台传真机。
I put an attractive shell around some new technology . 我给这些新技术加上了一个人吸引人的外壳。
attractive:adj.吸引人的;有魅力的;引人注目的; shell:n.壳;炮弹;壳层;骨架;v.脱壳;剥壳;采集贝壳;用壳体包被;short.shewill; technology:n.技术;工艺;术语;
Again, 18 months later, the product was obsolete . 又一次,18个月后, 这个产品就过时了。
obsolete:adj.废弃的;老式的;n.废词;陈腐的人;vt.淘汰;废弃;
And now, of course, the whole technology is obsolete. 而现在,当然,这整套技术都过时了。
Now I'm a fairly slow learner. 我是一个学习速度相对比较慢的人。
fairly:adv.相当地;公平地;简直;
But eventually it occurred to me that maybe what passed for design wasn't all that important -- making things more attractive, making them a bit easier to use, making them more marketable . 但最终我还是意识到了, 也许那些使设计过时的理念 没有那么重要 -- 让东西看上去更有吸引力, 更方便使用, 更适销——这些都不是那么重要。
eventually:adv.最后,终于; occurred:v.发生;出现;存在于;出现在;(occur的过去分词和过去式) marketable:adj.市场的;可销售的;有销路的;
By focusing on a design, maybe just a single product, 只关注设计, 也就是一个单一的产品,
I was being incremental and not having much of an impact . 我遵循的是渐进式的设计理念, 所以没有产生太大的影响。
incremental:adj.增加的,增值的; impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响;
But I think this small view of design is a relatively recent phenomena , and in fact really emerged in the latter half of the Twentieth Century as design became a tool of consumerism . 但是我认为这种小视角的设计 是一种相对新近的现象, 而且事实上这种现象真正的显现 是二十世纪后期 当设计变成了消费主义的一种工具。
relatively:adv.相当程度上;相当地;相对地; phenomena:n.现象(phenomenon的复数); emerged:v.(从隐蔽处或暗处)出现;暴露;露出真相;显现;(emerge的过去分词和过去式) latter:adj.后者的;近来的;后面的;较后的; consumerism:n.保护消费者利益运动;用户至上主义;
So when we talk about design today, and particularly when we read about it in the popular press, we're often talking about products like these. 所以当今我们说到设计, 尤其当我们在大众化的报纸中读到它, 我们经常说到的产品是这样的。
particularly:adv.特别地,独特地;详细地,具体地;明确地,细致地;
Amusing ? Yes. Desirable ? Maybe. 它们有趣吗？有趣。合意吗？也许。
Amusing:adj.有趣的;逗人笑的;v.逗乐;(提供)消遣;(使)娱乐;(amuse的现在分词) Desirable:adj.令人满意的;值得要的;n.合意的人或事物;
Important? Not so very. 重要吗？不太重要。
But this wasn't always the way. 但是不是总是这样的。
And I'd like to suggest that if we take a different view of design, and focus less on the object and more on design thinking as an approach , that we actually might see the result in a bigger impact. 我想提议的是如果我们对 设计采取一种不同的思维方式, 对物品本身关注少一点 对设计理念作为一种途径关注得多一点, 那么我们事实上也许可以在结果上看到一个更大的影响。
approach:n.方法;路径;v.接近;建议;着手处理;
Now this gentleman, Isambard Kingdom Brunel, designed many great things in his career in the Nineteenth Century, including the Clifton suspension bridge in Bristol and the Thames tunnel at Rotherhithe. 这位先生,伊桑巴德·金德姆·布鲁内尔, 十九世纪在他的职业生涯里设计出很多伟大的东西, 包括布里斯托尔克利夫顿吊桥 还有罗瑟海斯的泰晤士河隧道。
career:n.职业;事业;生涯;经历; suspension bridge:n.悬索桥;吊桥; tunnel:n.地下通道;地道;隧道;(动物的)洞穴通道;v.开凿隧道;挖地道;
Both great designs and actually very innovative too. 两个都是非常伟大的设计而且还确实相当的创新。
innovative:adj.革新的,创新的;
His greatest creation runs actually right through here in Oxford. 他最伟大的创造 正穿过牛津这里。
creation:n.创造,创作;创作物,产物;
It's called the Great Western Railway. 叫做大西部铁路。
And as a kid I grew up very close to here. 当我还是个孩子,我在这里附近长大。
And one of my favorite things to do was to cycle along by the side of the railway waiting for the great big express trains to roar past. 我最喜欢做的事情之一 就是沿着铁路骑自行车 等待着特快列车呼啸而过。
express:v.表达; adj.特快的; n.特快列车; v.使用快速服务; roar:吼叫,咆哮
You can see it represented here in J.M.W. Turner's painting, "Rain, Steam and Speed". 你可以在约瑟·马洛德·威廉·透纳的画作中看见其被描绘 “雨,蒸汽和速度”。
represented:v.代表; (represent的过去式和过去分词)
Now what Brunel said that he wanted to achieve for his passengers was the experience of floating across the countryside. 布鲁内尔所说的关于他想为他的乘客所实现的是 一种浮游穿越乡村的体验。
Now this was back in the Nineteenth Century. 这还是过去的十九世纪
And to do that meant creating the flattest gradients that had ever yet been made, which meant building long viaducts across river valleys -- this is actually the viaduct across the Thames at Maidenhead -- and long tunnels such as the one at Box, in Wiltshire. 要做到意味着做出当时还没有的 最平的道路坡度, 也就是说造出穿越河谷的长高架桥 -- 这其实就是横跨梅登黑德的泰晤士河的高架桥 以及如同威尔特郡的长隧道
gradients:n.渐变,[数][物]梯度(gradient复数形式); viaducts:n.高架桥;高架铁路; Maidenhead:n.处女膜;处女性; tunnels:n.[交]隧道; v.凿隧道;
But he didn't stop there. He didn't stop with just trying to design the best railway journey . 但是他没有就此停下,他没有在 在仅仅尝试设计出最好的铁路旅程上之后停滞。
journey:n.旅行;行程;vi.旅行;
He imagined an integrated transportation system in which it would be possible for a passenger to embark on a train in London and disembark from a ship in New York. 他设想着一种综合的交通系统 这种系统使意味乘客有可能 在伦敦乘上一列火车 然后从纽约的一艘船上下岸。
integrated:adj.综合的; v.整合; (integrate的过去式和过去分词) transportation:n.运输;运输系统;运输工具;流放; passenger:n.旅客;乘客;白吃饭的人;闲散人员; disembark:vi.登陆,下车;上岸;vt.使…登陆;使…上岸;
One journey from London to New York. 完成一次从伦敦至纽约的旅程。
This is the S.S. Great Western that he built to take care of the second half of that journey. 这就是他建造的S.S大西部铁路 连接旅程的第二段。
Now Brunel was working 100 years before the emergence of the design profession . 这是布鲁内尔在设计作为职业出现之前100年 所作的工作。
emergence:n.出现,浮现;发生;露头; profession:n.行业,职业;业内人士;同行;
But I think he was using design thinking to solve problems and to create world-changing innovations . 但是我认为他运用了设计思维 来解决问题和提出足以改变世界的创新。
innovations:n.创新(innovation的复数);改革;
Now design thinking begins with what Roger Martin, the business school professor at the University of Toronto , calls integrative thinking. 现在设计思维是由罗杰 马丁, 多伦多大学商学院的教授 提出的整合性思考。
Roger:n.罗杰;[男名]男子名;int.明白;v.与某人性交; business school:n.(大学里针对毕业生的)工商学院; Toronto:n.多伦多(加拿大城市); integrative:adj.综合的;可以并合的;可以结合的;[数]可求积分的;
And that's the ability to exploit opposing ideas and opposing constraints to create new solutions. 这是一种能够用挖掘对立的观点 和反相的限制 来创造出新的解决方案的能力。
exploit:v.利用…为自己谋利;剥削;压榨;运用;发挥; opposing:adj.对立的; v.反对(计划、政策等); (oppose的现在分词) constraints:n.[数]约束;限制;约束条件(constraint的复数形式);
In the case of design, that means balancing desirability , what humans need, with technical feasibility , and economic viability . 至于设计,这意味着 平衡合意性,人的需求 和技术的可行性, 以及经济的可行性。
desirability:n.愿望;有利条件;值得向往的事物;合意; technical:adj.工艺的,科技的;技术上的;专门的; feasibility:n.可行性;可能性; economic:adj.经济的,经济上的;经济学的; viability:n.生存能力,发育能力;可行性;
With innovations like the Great Western, we can stretch that balance to the absolute limit. 像大西部铁路这样的创举, 就是把这种平衡延展至绝对。
stretch:v.伸展;延伸;伸出;舒展;n.伸展;弹性;舒展;一片;adj.有弹力的;
So somehow , we went from this to this. 所以从某种角度来说,我们从以前的那样到今天的这样。
somehow:adv.以某种方法;莫名其妙地;
Systems thinkers who were reinventing the world, to a priesthood of folks in black turtlenecks and designer glasses working on small things. 从那些曾经彻底改变世界的系统思考者, 到一群身着高领毛衣,佩戴设计师眼镜的大师们 只做这些小玩意儿。
reinventing:v.以新形象示人;以新形式出现;(reinvent的现在分词) priesthood:n.祭司职;神职;僧职; turtlenecks:n.圆翻领;高翻领毛衣;adj.圆翻领的;
As our industrial society matured , so design became a profession and it focused on an ever smaller canvas until it came to stand for aesthetics , image and fashion. 在我们的产业社会逐渐成熟的时候, 设计也变成了一种职业, 而且其聚焦更小 直至其开始成为美学, 形象和时尚的代名词。
industrial:adj.工业的,产业的; n.工业股票; matured:adj.成熟的;到期的;v.成熟;到期(mature的过去分词); canvas:n.帆布;(帆布)画布;油画;vt.用帆布覆盖; aesthetics:n.美学;美的哲学;
Now I'm not trying to throw stones here. 我不是要在这里反对什么。
I'm a fully paid-up member of that priesthood. 我本身自己也是一名全职的设计师。
paid-up:adj.已付的;(股份)已全部结清的;
and somewhere in here I have my designer glasses. 我身上还带着我的设计师眼镜呢。
There we go. 在这里。
But I do think that perhaps design is getting big again. 但是我的确认为也许设计的格局 又开始变大了。
And that's happening through the application of design thinking to new kinds of problems -- to global warming , to education, healthcare , security, clean water, whatever. 这些都是因为 设计师开始将设计思维应用到 解决新的问题上 这些问题包括全球变暖,教育, 医疗保健,安全,清洁水资源等。
application:n.应用;申请;应用程序;敷用; global warming:n.全球(气候)变暖;地球大气层变暖; healthcare:n.医疗保健;健康护理,健康服务;卫生保健;
And as we see this reemergence of design thinking and we see it beginning to tackle new kinds of problems, there are some basic ideas that I think we can observe that are useful. 当我们看到这种设计思维重新浮出水面, 我们看到其开始解决新类型的问题。 有一些基本的观点很有用。
reemergence:n.再度出现; tackle:v.处理; n.用具; observe:v.观察;看到;庆祝;监视;
And I'd like to talk about some of those just for the next few minutes. 我想在下面的几分钟内 谈论一下其中的某些想法。
The first of those is that design is human-centered. 第一个想法是设计 是以人为本的。
It may integrate technology and economics, but it starts with what humans need, or might need. 它也许综合了科技和经济, 但它始于人们的需求,或可能的需求。
What makes life easier, more enjoyable ? 什么令生活更为简单,更为愉快？
enjoyable:adj.快乐的;令人愉快的;
What makes technology useful and usable? 什么使科技更有用和更方便使用？
But that is more than simply good ergonomics , putting the buttons in the right place. 但是这远不止是好的人体工程学, 将按钮放在正确的位置上。
ergonomics:n.工效学;人类工程学;
It's often about understanding culture and context before we even know where to start to have ideas. 这通常和对文化和环境的理解有关, 甚至发生在我们知道新的想法从哪里诞生之前。
context:n.环境;上下文;来龙去脉;
So when a team was working on a new vision screening program in India, they wanted to understand what the aspirations and motivations were of these school children to understand how they might play a role in screening their parents. 所以当一个团队正致力于一个在印度的新的视力检查项目时, 他们想要了解这些学校的孩子们的心愿 和动机, 了解为他们父母检查视力的时候 他们会扮演怎样的角色。
vision:n.视力;美景;幻象;想象力;v.想象;显现;梦见; aspirations:n.愿望; motivations:n.动机(motivation的复数);表明动机;
Conversion Sound has developed a high quality, ultra-low-cost digital hearing aid for the developing world. 声音转换已经发展成一种高质量, 超低成本的数字助听器, 为发展中国家专门设计的。
Conversion:n.转换;变换;[金融]兑换;改变信仰; digital:adj.数字的;手指的;n.数字;键; hearing aid:n.助听器;
Now in the West we rely on highly trained technicians to fit these hearing aids. 在现在的西方我们依靠受过高级训练的技师 来操作这些助听器。
rely:vi.依靠;信赖; highly:adv.高度地;非常;非常赞许地; technicians:n.[劳经]技术员(technician的复数);工作人员;
In places like India those technicians simply don't exist. 在像印度的地方,那些技师完全不存在。
So it took a team working in India with patients and community health workers to understand how a PDA and an application on a PDA might replace those technicians in a fitting and diagnostic service. 所以,需要一个团队在印度当地和 病人以及社区医疗工人一起工作 去理解一个PDA 以及一个PDA上的一个程序是如何 用来代替那些技工 所提供的分配和诊断类的服务。
patients:n.接受治疗者,病人;(patient的复数) community:n.社区;[生态]群落;共同体;团体; fitting:adj.适合的;恰当的;n.试衣;小配件,附件;v.适合,合身;试穿;(fit的现在分词) diagnostic:adj.诊断的;特征的;n.诊断法;诊断结论;
Instead of starting with technology, the team started with people and culture. 那个团队不是先从技术入手, 而是从人和文化着手。
So if human need is the place to start, then design thinking rapidly moves on to learning by making. 所以如果我们的出发点是人类的需求, 那么设计思维很快就变成 在实践中学习。
Instead of thinking about what to build, building in order to think. 目的不在于能造出什么, 而是为了思考而建造。
Now prototypes speed up the process of innovation. 如今模型加快了革新的进程。
prototypes:n.原型;技术原型;雏型; process:v.处理;加工;列队行进;n.过程,进行;方法,adj.经过特殊加工(或处理)的;
Because it is only when we put our ideas out into the world that we really start to understand their strengths and weaknesses. 因为只有当我们将我们的想法放到整个世界来看 我们才能真正地开始去理解它们的优点和弱点。
And the faster we do that, the faster our ideas evolve . 我们愈快地这样做, 我们的想法就会愈快地改进提高。
evolve:v.(使)逐渐形成;进化;进化形成;
Now much has been said and written about the Aravind Eye Institute in Madurai, India. 对于印度马杜赖, Aravind眼科机构我们的介绍还不够多。
Institute:v.开始(调查);制定;创立;提起(诉讼);n.学会,协会;学院;
They do an incredible job of serving very poor patients by taking the revenues from those who can afford to pay to cross-subsidize those who can not. 为了达到交叉补贴的效用, 他们用那些来自于负担得起医疗费的人们的营业利润 来服务那些支付不起医疗费用的病人。
incredible:adj.难以置信的,惊人的; revenues:n.[会计]收入;税收;[会计]收益;营业收入(revenue的复数形式); afford:v.给予,提供;买得起;
Now they are very efficient , but they are also very innovative. 现在他们不仅非常地高效, 而且非常地创新。
efficient:adj.有效率的;有能力的;生效的;
When I visited them a few years ago, what really impressed me was their willingness to prototype their ideas very early. 当我几年前拜访他们的时候, 真正使我受用和惊讶的是他们 尽早把想法在模型中实践的意愿。
impressed:adj.印象深刻; v.使钦佩; (impress的过去分词和过去式) willingness:n.乐意;心甘情愿;自动自发;
This is the manufacturing facility for one of their biggest cost breakthroughs . 这是一个制造设备, 这是他们实现突破成本的最大成果之一。
manufacturing:n.制造业;工业;v.制造;生产(manufacture的现在分词); facility:n.设施;设备;特别装置;特色;场所;天资; breakthroughs:突破;
They make their own intraocular lenses . 他们制造自己的人工晶状体,
lenses:n.透镜;镜片;(眼球的)晶状体;(lens的复数)
These are the lenses that replace those that are damaged by cataracts . 用这些来替换那些 被白内障毁坏的天然晶体。
cataracts:n.[眼科]白内障;[水文]大瀑布,洪水(cataract的复数形式);
And I think it's partly their prototyping mentality that really allowed them to achieve the breakthrough. 我认为至少部分原因是他们愿意实践模型的这种心态 使他们实现了这个突破。
prototyping:n.[计]样机研究;原型设计; mentality:n.心态;[心理]智力;精神力;头脑作用;
Because they brought the cost down from 200 dollars a pair, down to just four dollars a pair. 由于他们把成本 从200美元一副 降低到了仅仅4美元一副。
Partly they did this by instead of building a fancy new factory, they used the basement of one of their hospitals. 其中的部分原因是 他们没有建造一个新的高级工厂, 而是利用了他们一个医院的地下室。
fancy:n.幻想; adj.想象的; v.想象;
And instead of installing the large-scale machines used by western producers, they used low cost CAD/CAM prototyping technology. 再之,他们没有安装那些西方生产商 制造的大规模机器, 而是采用了低成本的CAD/CAM模型技术。
installing:v.安装;设置;建立(程序);(install的现在分词) large-scale:adj.大规模的,大范围的;大比例尺的;
They are now the biggest manufacture of lenses in the developing world and have recently moved into a custom factory. 他们现在依然成为发展中国家最大的透镜生产商, 并且最近也搬到了一个自己的工厂。
manufacture:v.(用机器)大量生产; n.大量制造; recently:adv.最近;新近;
So if human need is the place to start, and prototyping, a vehicle for progress, then there are also some questions to ask about the destination. 所以如果人类的需求是我们的着手点, 然后把构建原型作为一个进步的载体, 那么关于终点,我们也有一些问题需要回答
vehicle:n.[车辆]车辆;工具;交通工具;运载工具;传播媒介;媒介物;
Instead of seeing its primary objective as consumption , design thinking is beginning to explore the potential of participation . 不再是把消费主义当成是首要的目标 设计思维开始于探索合作和参与的空间
objective:n.目标; adj.客观的; consumption:n.消费;消耗;肺痨; explore:v.探索:探测:探险: potential:n.潜能;可能性;[电]电势;adj.潜在的;可能的;势的; participation:n.参与;分享;参股;
The shift from a passive relationship between consumer and producer to the active engagement of everyone in experiences that are meaningful , productive and profitable . 从消费者与生产者之间的 一种被动关系 转为人人皆可参与的积极过程 完成一个对他们而言有意义, 有效也有益的体验。
shift:n.移动;变化;手段;轮班;v.移动;转变;转换; passive:adj.被动的,消极的;被动语态的;n.被动语态; engagement:n.婚约;约会;交战;诺言;n.参与度; meaningful:adj.严肃的;重要的;重大的;意味深长的; productive:adj.能生产的;生产的,生产性的;多产的;富有成效的; profitable:adj.有利可图的;赚钱的;有益的;
So I'd like to take the idea that Rory Sutherland talked about, this notion that intangible things are worth perhaps more than physical things, and take that a little bit further and say that 所以我想引用Rory Sutherland说过的一个概念, 就是也许无形的东西比有形的物质更有价值, 再延伸一下就是说,
notion:n.观念;信念;理解; intangible:adj.无形的,触摸不到的;难以理解的; physical:adj.[物]物理的;身体的;物质的;符合自然法则的;n.体格检查;
I think the design of participatory systems, in which many more forms of value beyond simply cash are both created and measured , is going to be the major theme, not only for design, but also for our economy as we go forward. 我认为可参与系统的设计 是一个对于超越金钱的 多种价值观的 设计和衡量, 并且这个会成为不仅仅是设计的核心, 也是在我们发展进程中经济的核心。
participatory:adj.供人分享的;吸引参与的; measured:adj.缓慢谨慎的; v.测量; (measure的过去分词和过去式) economy:n.经济;节约;理财;
So William Beveridge, when he wrote the first of his famous reports in 1942, created what became Britain's welfare state in which he hoped that every citizen would be an active participant in their own social well-being . 当William Beveridge在1942年写下他的第一个著名的报告时, 他创造了英国的福利体系, 他希望每个公民 都能够积极地参与 到他们自己的福利体系中。
welfare state:n.福利制度(由政府向有需要的人提供各种免费服务,如医疗、失业救济金、对老人的照顾等); participant:adj.参与的;有关系的;n.参与者;关系者; well-being:n.幸福;康乐;
By the time he wrote his third report, he confessed that he had failed and instead had created a society of welfare consumers . 在他写下第三个报告时, 他承认他失败了 因为实际上他创造的是一个福利消费者的社会。
confessed:adj.公开认错的;v.供认,坦白,承认;悔过;(confess的过去分词和过去式) consumers:n.消费者;顾客;用户;(consumer的复数)
Hillary Cottam, Charlie Ledbetter, and Hugo Manassei of Participle have taken this idea of participation, and in their manifesto entitled Beveridge 4.0, they are suggesting a framework for reinventing the welfare state. 其中的一些参与者Hillary Cottam,Charlie Ledbetter, 和Hugo Manassei, 采用了他的公共参与的构想, 在他们的Beveridge 4.0宣言中 他们提出了一个构架 来改造社会福利系统。
Hillary:n.希拉里(美国国务卿); Participle:n.分词; manifesto:n.宣言;声明;告示; entitled:v.使享有权利;使符合资格;给…命名;(entitle的过去分词和过去式)
So in one of their projects called Southwark Circle, they worked with residents in Southwark, south London and a small team of designers to develop a new membership organization to help the elderly with household tasks. 在他们的Southwark Circle的项目中, 他们与伦敦南部的Southwark的居民合作, 加上一个小组的设计师, 来设计一种新的 帮助老人完成家务工作的会员组织。
residents:n.居民;住院医生;房客;(resident的复数) membership:n.成员资格;(统称)会员;会员人数; organization:n.组织;机构;体制;团体; elderly:adj.上了年纪的;过了中年的;稍老的; household:n.家庭;一家人;同住一所(或一套)房子的人;adj.家庭的;家常的;王室的;
Designs were refined and developed with 150 older people and their families before the service was launched earlier this year. 这个设计经过多重改进, 包括与150个老人和他们的家庭进行合作。 他们今年早些时候已经推出了这个项目。
refined:adj.精制的; v.精炼; launched:v.发射;发起;开展;开始;(launch的过去式和过去分词)
We can take this idea of participation perhaps to its logical conclusion and say that design may have its greatest impact when it's taken out of the hands of designers and put into the hands of everyone. 我们可以从这个参与的概念中 引申到一个逻辑的结论, 就是说设计会达到它的最大影响, 只有当它们从设计师的大脑中 变成每个人手上的东西时。
logical:adj.合逻辑的,合理的;逻辑学的; conclusion:n.结论;结局;推论;
Nurses and practitioners at U.S. healthcare system 在美国医疗系统里的护士和患者
practitioners:n.实践者;开业者;实习者(practitioner的复数);
Kaiser Permanente study the topic of improving the patient experience. Kaiser Permanente 研究了如何改进患者的体验过程的课题。
Kaiser:n.(德国)皇帝; improving:v.改进;改善;(improve的现在分词)
And particularly focused on the way that they exchange knowledge and change shift. 尤其是他们如何交流信息, 和轮班。
exchange:n.交换;交流;交易所;兑换;v.交换;交易;兑换;
Through a program of observational research, brainstorming new solutions and rapid prototyping, they've developed a completely new way to change shift. 通过一个观察研究的软件, 头脑风暴新的解决方案和快速的模型化, 他们发展出一个全新换班制度。
observational:adj.观测的;根据观察的; brainstorming:n.集思广益;v.集中各人智慧猛攻;(brainstorm的现在分词)
They went from retreating to the nurse's station to discuss the various states and needs of patients, to developing a system that happened on the ward in front of patients, using a simple software tool. 他们从撤消护士站开始, 来讨论各种状况和患者的不同需求, 最终发展了一个就安置在病房的患者面前 的简单软件系统。
retreating:v.撤退;离开;离去;后退;退缩;(retreat的现在分词) ward:n.病房; v.防止;
By doing this they brought the time that they were away from patients down from 40 minutes to 12 minutes, on average. 实施之后,他们把离开患者的时间从 平均40分钟降低到12分钟。
They increased patient confidence and nurse happiness. 他们提高了患者的信心和护士的满意度。
confidence:n.信心;信任;秘密;adj.(美)诈骗的;骗得信任的;
When you multiply that by all the nurses in all the wards in 40 hospitals in the system, it resulted, actually, in a pretty big impact. 如果把这个个例落实到所有的护士, 以及医疗系统中的所有的40个医院里的每一个病房中, 它会产生一个相当大的影响。
multiply:vt.乘; vi.乘; v.多样地; adj.多层的; wards:n.[医]病房(ward的复数); v.守卫;
And this is just one of thousands of opportunities in healthcare alone. 而这还仅仅是在医疗系统中 几千个机会中的一个。
So these are just some of the kind of basic ideas around design thinking and some of the new kinds of projects that they're being applied to. 这些是关于设计思维 的一些基本概念, 和一些新类型的 应用设计思维的概念的项目。
applied:adj.应用的;实用的;v.应用;使用;申请,请求;(apply的过去分词和过去式)
But I'd like to go back to Brunel here, and suggest a connection that might explain why this is happening now, and maybe why design thinking is a useful tool. 现在我想再谈Brunel, 并提出一个或许可以解释为什么这些事情发生在现在的原因, 或许这也能解释为什么设计思维是一个有用的工具。
And that connection is change. 那个原因就是“变化”。
In times of change we need new alternatives , new ideas. 在变化的时代我们需要 新的解决方案,新的想法。
alternatives:n.可供选择的事物;(alternative的复数)
Now Brunel worked at the height of the Industrial Revolution when all of life and our economy was being reinvented . Brunel是在工业革命层面去工作, 是当我们所有的生活和经济 都发生革新的时候。
Industrial Revolution:n.工业革命; reinvented:v.以新形象示人;以新形式出现;(reinvent的过去分词和过去式)
Now the industrial systems of Brunel's time have run their course, and indeed they are part of the problem today. 现在Brunel时代的工业革命系统还在继续带来影响, 但是确实也成为了当今问题的一部分。
But, again, we are in the midst of massive change. 况且,我们处在无所不在的变化中央。
midst:n.当中,中间;prep.在…中间(等于amidst); massive:adj.大量的;巨大的,厚重的;魁伟的;
And that change is forcing us to question quite fundamental aspects of our society -- how we keep ourselves healthy, how we govern ourselves, how we educate ourselves, how we keep ourselves secure. 这些改变迫使我们从根本层面去思考 我们社会的问题－－－ 如何保持健康,如何管理我们自己, 如何教育我们自身,如何保障我们的安全。
fundamental:n.基础; adj.十分重大的; aspects:n.方面;相位;面貌(aspect的复数);
And in these times of change, we need these new choices because our existing solutions are simply becoming obsolete. 所以在高度变化的时代我们需要新的选择, 因为现存的解决方案已经过时了。
So why design thinking? 但是为什么是设计思维呢？
Because it gives us a new way of tackling problems. 因为它提供给我们一个新的处理问题的方式。
tackling:n.装备,用具;扭住;v.处理;抓住;(tackle的现在分词);
Instead of defaulting to our normal convergent approach where we make the best choice out of available alternatives, it encourages us to take a divergent approach, to explore new alternatives, new solutions, new ideas that have not existed before. 与其是循规蹈矩地使用常规的办法, 也就是从现有的选择中选出最好的, 设计思维鼓励我们去采用一个不寻常的办法, 去探索新的可能性,新的解决方案, 和前所未有的新想法。
defaulting:v.违约;不履行义务;默认;预置;(default的现在分词) convergent:adj.[数]收敛的;会聚性的;趋集于一点的; divergent:adj.相异的,分歧的;散开的;
But before we go through that process of divergence , there is actually quite an important first step. 但是在我们开始开辟新道路之前, 有一个非常重要的第一步。
divergence:n.分歧;
And that is, what is the question that we're trying to answer? 那就是,我们到底在试图回答的问题是什么？
What's the design brief? 设计的要求是什么？
Now Brunel may have asked a question like this, "How do I take a train from London to New York?" Brunel可能提出这样的一个问题, “我怎样搭一辆从伦敦到纽约的火车？”
But what are the kinds of questions that we might ask today? 但是如果换作今天,我们要问哪些新的问题？
So these are some that we've been asked to think about recently. 这些就是我们近些年要开始思考的。
And one in particular , is one that we're working on with the Acumen Fund, in a project that's been funded by the Bill and Melinda Gates Foundation . 其中一个案例就是正在与我们合作的Acumen基金会, 他们有一个Bill和Melinda盖茨基金会赞助的项目,
in particular:尤其,特别; Acumen:n.聪明,敏锐; funded:adj.提供资金的;v.提供资金;积存;提供资金偿付的本息;(fund的过去式); Foundation:n.基础;地基;基金会;根据;创立;
How might we improve access to safe drinking water for the world's poorest people, and at the same time stimulate innovation amongst local water providers ? 我们如何才能提高世界上最贫穷人民的 安全饮用水, 同时还促使 当地水供应商的创新？
improve:v.改进;改善; drinking water:n.饮用水; at the same time:同时;另一方面;与此同时; stimulate:v.刺激;激发;促进;激励; amongst:prep.在…之中;在…当中(等于among); providers:n.供应者;提供者;供养人;(provider的复数)
So instead of having a bunch of American designers come up with new ideas that may or may not have been appropriate , we took a sort of more open, collaborative and participative approach. 因此我们没有雇用一群美国设计师 让他们提出一些可能适用可能不适用得想法, 我们采用了一个更加开放,合作,和参与性的方法。
a bunch of:一群;一束;一堆; come up with:提出;想出;赶上; appropriate:adj.适当的;恰当的;v.占用,拨出; collaborative:adj.合作的,协作的;
We teamed designers and investment experts up with 11 water organizations across India. 我们把设计师和投资专家和 11位印度的水源组织联合起来组成团队。
investment:n.投资;投入;封锁; organizations:n.组织,构造,有机体(organization的复数);组织机构;
And through workshops they developed innovative new products, services, and business models. 通过小研讨会他们发展出一套 创新的新产品,服务,和商业模型。
workshops:n.工作坊,[工业]车间;研习会,讲习班(workshop的复数形式);
We hosted a competition and then funded five of those organizations to develop their ideas. 我们举办了一个比赛, 他们资助了其中的5个组织 去延伸他们的想法。
hosted:v.主办,主持(活动);做东;(host的过去分词和过去式) competition:n.竞争;比赛,竞赛;
So they developed and iterated these ideas. 所以他们不断的开发他们的想法。
iterated:重复;反复申明(iterate的过去式和过去分词);
And then IDEO and Acumen spent several weeks working with them to help design new social marketing campaigns, community outreach strategies , business models, new water vessels for storing water and carts for delivering water. 随后IDEO和Acumen用几周的时间去完善他们, 来帮助设计新的社会营销活动, 社区推广策略,和开发商业模型, 新的储藏用的水管 和运输水的水车。
outreach:vt.超越,伸出; vi.拓广,延伸; n.延伸,拓广; adj.扩大服务的; strategies:n.策略;行动计划;部署;战略;(strategy的复数) vessels:n.血管(vessel的复数);船舶;容器; carts:n.运货马车; v.用马车运送; (cart的第三人称单数和复数)
Some of those ideas are just getting launched into the market. 其中有些想法已经投入市场了。
And the same process is just getting underway with NGOs in east Africa. 非洲东部的 NGO也在开始同样的步骤。
underway:adj.进行中的;起步的;航行中的;n.[公路]水底通道;
So for me, this project shows kind of how far we can go from some of those sort of small things that I was working on at the beginning of my career. 对我而言,这个项目显示出 我们可以从 我事业初期的 那些小东西 有能力发展到多远的未来。
at the beginning of:在…的开始;
That by focusing on the needs of humans and by using prototypes to move ideas along quickly, by getting the process out of the hands of designers, and by getting the active participation of the community, we can tackle bigger and more interesting questions. 藉由关注人类的需求, 和使用模型, 来快速地实施新想法, 藉由把过程从设计师的手中 转移到社区的主动参与中, 我们可以攻克更大和更有趣的问题。
And just like Brunel, by focusing on systems, we can have a bigger impact. 就像Brunel一样,藉由聚焦在系统上, 我们可以产生更大的影响。
So that's one thing that we've been working on. 所以这是我们在着手做事情之一。
I'm actually really quite interested, and perhaps more interested to know what this community thinks we could work on. 实际上我非常感兴趣的是, 就是我想了解这个社区是怎么看待我们的工作的。
What kinds of questions do we think design thinking could be used to tackle? 我们认为设计思维 可以用来解决哪些问题？
And if you've got any ideas then feel free, you can post them to Twitter. 如果你有任何想法的话, 请直言,你可以把他们写在Twitter上。
There is a hash tag there that you can use, #CBDQ. 你可以用#CBDG这个hash tag。
hash:n.剁碎的食物;混杂,拼凑;重新表述;v.搞糟,把…弄乱;切细;推敲; tag:n.标记;标签;标志;标牌;v.给…加上标签;把…称作;给…起诨名;
And the list looked something like this a little while ago. 这个单子在前不久的时候看起来是这样的。
And of course you can search to find the questions that you're interested in by using the same hash code. 当然你也可以搜索你感兴趣的问题, 还是使用同一个hash 代码就可以。
So I'd like to believe that design thinking actually can make a difference , that it can help create new ideas, and new innovations, beyond the latest High Street products. 最后我坚信,设计思维 真的有能力让世界变得不同, 它可以帮助启发新想法, 和革新, 而不只是热门产品。
make a difference:有影响,有关系; High Street:n.大街(城镇的主要街道);
To do that I think we have to take a more expansive view of design, more like Brunel, less a domain of a professional priesthood. 为了实现这个愿景,我觉得我们应该放远视角看设计, 更多像Brunel这样,不要只局限在职业范畴之内。
expansive:adj.广阔的;扩张的;豪爽的; domain:n.领域;域名;产业;地产; professional:adj.专业的;职业的;职业性的;n.专业人员;职业运动员;
And the first step is to start asking the right questions. 第一步就是要从提出正确的问题开始。
Thank you very much. 非常感谢。
(Applause) （鼓掌）