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

非常厲害的點子，一定會讓你不敢置信

It's my beautiful baby.

那是我可愛的寶寶

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

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

這是剛出生沒幾天的我和我爸

So in the world of product design,

在產品設計的世界裡

the beautiful baby's like the concept car.

漂亮的寶寶就像概念車一樣

It's the knock-out.

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？

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

今天我想談的不是可愛的寶寶

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

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

還忙著搞清楚世界怎麼運轉

I'm going to start with an example from some work that we did on newborn health.

我就從我們為新生保健做過的一項設計講起

So here's a problem:

問題來了

Four million babies around the world,

全世界每年有四百萬個新生兒

mostly in developing countries,

大多是在發展中國家裡

die every year before their first birthday,

活不過一歲生日

even before their first month of life.

甚至根本撐不到滿月

It turns out half of those kids, or about 1.8 million newborns around the world,

但事實上，其中有一半， 或大約一百八十萬名新生兒

would make it if you could just keep them warm

只要獲得足夠的保溫就能活下去

for the first three days, maybe the first week.

關鍵就是出生後前三天，或者第一週

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

現在看到的 是尼泊爾加德滿都的新生兒加護病房

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. So this is a donated Japanese Atom incubator

也就是像這樣的東西 這是由日本捐贈的保溫箱

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

This is what we want.

這就是我們要的東西

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

The problem is, without technicians, without spare parts,

但問題是， 沒有相關技術人員和多餘零件

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

Keeping a baby warm for a week,

將寶寶保溫一個星期

that's not rocket science.

這又不是什麼太空任務

So we got started.

於是我們開始行動

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

We conducted months of user research overseas,

花了幾個月進行使用者研究

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

So this is the NeoNurture Infant Incubator,

這就是新嬰兒保溫箱

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

裡頭包含了許多巧思 我們覺得好極了

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

Here's the bad news:

但壞消息來了

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

was this kid during a Time magazine photo shoot.

只有《時代雜誌》拍照時用的這個嬰兒

So recognition is fantastic.

我們獲得非常多的認可

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

But it felt like a booby prize.

但感覺卻好比獲頒爛獎品

We wanted to make beautiful things that are going to make the world a better place,

我們希望創造的 是能讓世界更美好的東西

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

所以事實就是， 想要帶來啟發的這項設計

doesn't really --

並不能......

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

我想我要說的是， 對我們而言，對於我想做的事

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

這項設計要不是效果太慢， 就是根本沒用，完全沒有效果

So really I want to design for outcomes.

我想要為成果設計

I don't want to make beautiful stuff.

不想只是做出漂亮的東西

I want to make the world a better place.

我想讓這世界更美好

So when we were designing NeoNurture,

所以我們設計這款新保溫箱時

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

特別注意了會使用這樣產品的人

for example, poor families, rural doctors,

像是窮困的家庭、鄉下的醫生

overloaded nurses, even repair technicians.

工作過度的護士，甚至是維修技師

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

我們以為各方面都考量了 一切都萬無一失

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

結果原來還有一大群人

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

和一項產品的成敗脫不了關係

manufacturing, financing, distribution, regulation.

製造、資金、銷售和管理

Michael Free at PATH says you have to figure out who will "choose, use and pay the dues"

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」

for a product like this.

像這樣的產品

And I have to ask the question --

我必須要問一個問題

VC's always ask, "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? Well here's an example.

誰是我們的客戶？ 這裡有個例子

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

or by foreign donors,

或是由國外捐贈單位決定

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

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

他們也必須往魚多的地方撒網

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

而在新興市場裡，也就是所謂魚多的地方

are the emerging middle class of these countries --

是這些國家正在崛起的中產階級

diseases of affluence: heart disease, infertility.

及心臟疾病和不孕症等文明病

So it turns out that design for outcomes in one aspect

因此，為成果設計從某方面來看

really means thinking about design for manufacture and distribution.

就是為製造商和銷售設計

Okay, that was an important lesson.

好吧，那是很重要的一課

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

接著，我們試著將這個教訓 應用到下個計畫裡

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」

that manufactures newborn care technologies for Southeast Asia.

專為東南亞地區生產新生兒照護設備

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」

This is 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, "Well 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

So jaundice affects two-thirds of newborns around the world.

全球有三分之二的新生兒有黃疸

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

There's one way to treat jaundice,

有一個方法可以治療黃疸

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

就是換血治療

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

There is another cure.

但還有一個方法

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

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

那就是用藍色的光照寶寶

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

以明亮的藍光盡可能地照遍寶寶的肌膚

How is this a hard problem?

這能有多難？

So I went to MIT,

於是我到了麻省理工學院

Okay, we'll figure that out. (Laughter)

好的，我們會想辦法 （笑聲）

So here's an example. This is an overhead phototherapy device

這裡有個例子， 這是一座光照療法的直立式燈架

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

So it's over the baby, illuminating a single patient.

照射嬰兒全身，每個嬰兒用一座燈架

Take it out of an American hospital,

把這搬出美國的醫院

send it overseas to a crowded facility in Asia,

送到亞洲一個擁擠的醫療機構

here's how it's actually used.

燈架的使用就變成這樣

The effectiveness of phototherapy is a function of light intensity.

光照療法的關鍵就是光照強度

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

深藍色方塊就是光照療法有效的區域

Here's what it looks like under actual use.

這種使用方式下的效果則是這樣

So those kids on the edges

靠邊的孩子

aren't actually receiving effective phototherapy.

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

So here's a neonatal intensive care unit

這是一個新生兒加護病房

where moms come in to visit their babies.

媽媽可以進來探視寶寶

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

不要忘了，媽媽可能剛剖腹完

so that's already kind of a bummer.

那已經有點糟了

Mom's visiting her kid.

她們看著自己的孩子

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

光溜溜地躺在藍光下

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

From a phototherapy standpoint, maybe not the best behavior.

從光照療法的角度來看， 這可能不是最佳示範

In fact that sounds kind of dumb.

甚至聽起來還有點蠢

Except, what we've learned

但我們瞭解到

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

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

it's the painting that we actually painted.

而是實際上我們畫了什麼

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

是產品的使用 －－為實際使用而設計

How are people actually going to use this?

大家實際上會怎麼利用這項產品？

So similarly, when we think about our partner MTTS,

同樣地，我們的合作夥伴 「醫療技術轉移與服務組織」

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

has seen TV -- curse those "E.R." reruns.

都看過電視， 咒罵《急診室的春天》又在重播

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

他們都曉得醫療器材該長怎麼樣

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

他們想要酷炫設備，不要實用

It sounds crazy, it sounds dumb,

這聽起來很誇張，很愚蠢

but there are actually hospitals who would rather have no equipment

但真的有醫院寧可不要設備

than something that looks cheap and crummy.

也不想要看起來廉價又寒酸的器材

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

所以，如果我們希望別人信任一樣器材

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

So 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

So 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

So from the very beginning we started by talking to manufacturers.

我們開始就先和製造商溝通

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

我們的目標是做出最先進的產品

that our partner MTTS can actually manufacture.

而且是醫療技術轉移與服務組織 能夠實際生產的

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

所以我們去了解他們如何作業， 以及他們所擁有的資源

so that they can make this product.

確保他們能夠生產這項產品

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

you'll notice that Firefly has a single bassinet.

各位會注意到「螢火蟲」只有一個嬰兒床

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

you're stacking them on top of each other.

就只能一個個往上疊

(Laughter)

（笑聲）

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

我們希望讓犯錯變得很難

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

the easiest way to use it.

就是最簡單的使用方式

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

Well that's why we have lights above and below the baby in Firefly.

因此我們將「螢火蟲」 設計成上下都有光照

So if mom does put a blanket over the baby,

這麼一來，就算媽媽替寶寶蓋上毯子

it's still receiving effective phototherapy from below.

下方的光照仍會提供有效的治療

Last story here:

最後一個故事

I've got a friend in India who told me

我在印度的一個朋友告訴我

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

你要全面測試一項電子裝置的話

for distribution in Asia

尤其是要在亞洲流通的產品

until you've trained a cockroach to climb in

你就得訓練一隻蟑螂爬進去

and pee on every single little component on the inside.

然後在裡面每個零件上撒尿

(Laughter)

（笑聲）

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

and the screen had all these dead pixels on it.

螢幕上滿是小黑點

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

that had gotten into my laptop and perished --

牠們跑進我的筆電裡然後死去

those poor ants!

可憐的螞蟻！

So with Firefly, what we did is --

所以我們對「螢火蟲」做了一件事

the problem is electronics get hot

電子產品的問題就是會發熱

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

所以你必須加裝通氣孔或風扇散熱

in most products.

多數產品都是

We decided that I can't put a "do not enter" sign next to the vent.

我們認為， 要在通氣孔旁寫上「禁止進入」是不可能的

We actually got rid of all of 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

These are the kinds of lessons --

這就是我們學到的教訓

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

當個傻氣的青少年儘管難堪

much worse to be a frustrated designer.

也比當個挫敗的設計師好

So I was thinking about, 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

I have to pay attention to manufacturing and distribution.

那麼我必須注意製造和銷售

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

I actually have to pay attention. Really, there's no excuse for failure.

我必須確實地注意這些 真的，失敗是沒有藉口的

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,

必須接受沒有愚蠢的使用者

that there's only dumb products.

只有愚蠢的產品