services or businesses,

服務或事業的時候，

the only time you'll know if they're any good,

判斷它們有無可取之處、

if the designs are good,

設計優不優的時機點，

is to see how they're used in the real world, in context.

只有實際被人用過後 原原本本地才能見真章。

I'm reminded of that every time I walk past Highbury Fields

我回想起每回我走過北倫敦的 「海布里綠蔭」的時候，

in north London.

它誠然優美－

It's absolutely beautiful.

有著一大片開放的翠綠空間，

There's a big open green space.

喬治亞式建築坐落於其外圍；

There's Georgian buildings around the side.

不過有一條黃土路從中間切過，

But then there's this mud trap that cuts across the middle.

大家顯然並不想繞其外緣而行，

People clearly don't want to walk all the way around the edge.

他們反而想要抄捷徑－

Instead, they want to take the shortcut,

該捷徑是沒人鋪設越來越顯眼的。

and that shortcut is self-reinforcing.

這條捷徑就叫做「鍾意路線」，

Now, this shortcut is called a desire path,

通常它是最不強人所難的通道；

and it's often the path of least resistance.

我發現它們有意思極了，

I find them fascinating,

因為它們經常是設計 和使用者經驗各唱各的調。

because they're often the point where design and user experience diverge.

說到這點上我應該致歉，

Now at this point, I should apologize,

因為你們大夥將到處看到這些情形；

because you guys are going to start seeing these everywhere.

今天我將挑出三條覺得 有意思的與你們作分享，

But today, I'm going to pick three I find interesting

它們提醒我有關推出 新產品和服務的事。

and share what actually it reminds me

第一條在巴西的首都－巴西利亞，

about launching new products and services.

它讓我記起來有時候 【為真實生活而設計】

The first is in the capital city of Brazil -- Brasilia.

應該專注於不礙事的設計 以符合真正的需求。

And it reminds me that sometimes,

巴西利亞非常引人入勝，

you have to just focus on designing for a real need

是由奧斯卡．尼邁耶 在五零年代設計的，

at low friction.

當時是飛航的黃金年代，

Now, Brasilia is fascinating.

如同你所見他把它展列成飛機般，

It was designed by Niemeyer in the '50s.

有點叫人頭疼地

It was the golden age of flying,

他把大多數重要的公家單位建築物 放在駕駛艙的位置。

so he laid it out like a plane, as you can see there.

如果近看巴西利亞市中心－

Slightly worryingly,

就是圖中標註的位置，

he put most of the important government buildings in the cockpit.

你會看到它雜亂分佈著鍾意路線，

But if you zoom in, in the very center of Brasilia,

它們必然地無所不在！

just where the point is there,

當時他們以為 這設計經得住時間的考驗。

you see it's littered with desire paths.

他們認為在未來我們將不需要 步行前往任何地方－

They're absolutely everywhere.

我們都將會能開著車子，

Now, they thought that they had future-proofed this design.

所以對人行步道的需求不大。

They thought in the future we wouldn't need to walk anywhere --

但是如同你可以看到的－ 那裡有著假不了的需求；

we'd be able to drive --

這些是非常危險的鍾意路線，

so there was little need for walkways or pavements.

如果我們只挑中間這一條來看就好，

But as you can see, there's a real need.

你可以看到它穿越了15 條小馬路。

These are very dangerous desire paths.

你們將不會吃驚－

If we just pick one, in the middle,

巴西利亞是美國城市 平均行人交通意外的五倍之多；

you can see it crosses 15 lanes of traffic.

人們是善於應變的－

It won't surprise you guys

總是能找到省時省錢的便捷路線。

that Brasilia has five times the pedestrian accident rate

這些鍾意路線不全都是危險的，

of your average US city.

我回想起當我要飛來這裡 在英國的希斯羅機場時，

People are resourceful.

很多人對必須從免稅店區 穿過的道路設計很不滿。

They'll always find the low-friction route

讓我大開眼界的

to save money, save time.

是有多少人排斥走左邊漫長、 彎來繞去的通路，

Not all these desire paths are dangerous,

而逕自從右邊橫切－

I was reminded flying here when I was in Heathrow.

穿越鍾意路線。

Many of us get frustrated when we're confronted

有趣的問題是：

with the obligatory walk through duty-free.

「設計師怎麼看待我們的行為呢？」

It was amazing to me

他們認為我們傻嗎？

how many people refused to take the long, meandering path to the left,

認為我們懶惰嗎？

and just cut through to the right,

又或他們接受【顧客永遠對！】 這唯一的真理嗎？

cut through the desire path.

這是他們的作品，

The question that's interesting is:

我們有效地共同設計出他們的作品，

What do designers think when they see our behavior here?

所以我們的工作是為真正的需求 在不太礙事下做出設計，

Do they think we're stupid?

因為如果你不做－顧客還是會自己做。

Do they think we're lazy?

第二條我想分享的鍾意路線

Or do they accept that this is the only truth?

就在加州大學裡，

This is their product.

它讓我回想起

We're effectively co-designing their product.

有時候要想出最了不起的設計點子，

So our job is to design for real needs at low friction,

最佳方法就是先推出再說。 【邊做邊學】

because if you don't, the customer will, anyway.

用大學校園來揪出鍾意路線 是再好不過的了，

The second desire path I wanted to share

因為學生們總是遲到又相當聰明，

is at the University of California.

所以他們快速移動趕上課堂。

And it reminds me

他們總是會找出捷徑，

that sometimes the best way to come up with a great design

這裡的設計師們知道這檔事，

is just to launch it.

所以他們搭建出建築物，

Now, university campuses are fantastic for spotting desire paths.

等待幾個月讓路徑成形，

I think it's because students are always late and they're pretty smart.

然後才鋪設路徑。

So they're dashing to lectures.

（笑聲）

They'll always find the shortcut.

聰明到不行的方法！

And the designers here knew that.

說真格的十之八九 光是開放嚐鲜版的服務，

So they built the buildings

就可教會你民眾真心想要什麼。

and then they waited a few months for the paths to form.

比方說：波士頓的艾爾．繆尹 清楚自己想開間餐館，

They then paved them.

但是餐館應該開在那兒呢？

(Laughter)

菜單應該有些什麼東西呢？

Incredibly smart approach.

他先推出快餐車，

In fact, often, just launching the straw man of a service

每天更換試賣地點。

can teach you what people really want.

在車身外的白板寫上煥然一新的菜單，

For example, Ayr Muir in Boston knew he wanted to open a restaurant.

來找出人們喜歡的菜式。

But where should it be?

他現在擁有連鎖餐館了！

What should the menu be?

因此先做了再說 可以異常有效地揪出鍾意路線。

He launched a service,

第三也是最後我想分享與你們的路徑

in this case a food truck,

是美國國家衛生研究院， 【保持靈敏度】

and he changed the location each day.

它讓我記起來世界是不停轉變的，

He'd write a different menu on the side in a whiteboard marker

我們必須對這些變動有所應對。

to figure out what people wanted.

就如同你們所猜想的這是間醫院，

He now has a chain of restaurants.

我為你們標記出左邊的腫瘤部，

So it can be incredibly efficient

病患們通常會待在右下角的旅館裡；

to launch something to spot the desire paths.

這是個病人導向的機構，

The third and final desire path I wanted to share with you

所以他們提供車子載送病人。

is the UNIH.

不過在開始提供化療後，

It reminds me that the world's in flux,

才明白病患們鮮少想要上車－

and we have to respond to those changes.

他們太反胃了， 以致於寧願步行回下榻處。

So as you'll guess, this is a hospital.

你所見的這條鍾意路線 對角斜切地成形了，

I've marked for you on the left the Oncology Department.

病患們甚至稱它為「化療之路」；

The patients would usually stay in the hotels down on the bottom right.

一開始醫院注意到小徑，

This was a patient-centered organization,

試著把草坪鋪回去、忽視它；

so they laid on cars for their patients.

但是過了沒多久，

But what they realized when they started offering chemotherapy

他們意識到病人真的需要走這條小徑，

is the patients rarely wanted to get in cars.

於是鋪上了水泥。

They were too nauseous, so they'd walk back to their hotels.

我想我們的工作經常就是 去鋪設這些浮現出來的鍾意路線！

This desire path that you see diagonally, formed.

要是我們再回過頭來看 北倫敦的這條徑道，

The patients even called it "The Chemo Trail."

鍾意路線並不是一直在那兒的，

Now, when the hospital saw this originally,

它驟然浮現的原因

they tried to lay turf back over it, ignore it.

是因為在足球比賽日 球迷會湧到兵工廠足球俱樂部看球，

But after a while, they realized it was an important need

他們從地圖右下角的地鐵站出來，

they were meeting for their patients,

所以你才會看到這條鍾意路線。

so they paved it.

如果時光倒流幾年，

And I think our job is often to pave these emerging desire paths.

當體育場還在興建中時，

If we look back at the one in North London again,

那邊是沒有鍾意路線的。

that desire path hasn't always been there.

所以我們的工作就是看緊 這些逐漸浮現的鍾意路線，

The reason it sprung up

何處恰當就鋪設出來；

is people were traveling to the mighty Arsenal Football Club stadium

如同某人在這裡所做的事－

on game days,

有人安裝了路障，

from the Underground station you see on the bottom right.

要過去的人或繞過或鑽過。

So you see the desire path.

後來就鋪了水泥。

If we just wind the clock back a few years,

（笑聲）

when the stadium was being constructed,

實際上這個世界是一變再變的－

there is no desire path.

它不間斷地改變；

So our job is to watch for these desire paths emerging,

我認為這是個好到不行的提醒，

and, where appropriate, pave them,

如果你看到這張圖的最上方，

as someone did here.

另一條鍾意路線在形成中。

Someone installed a barrier,

這三條鍾意路線提醒我：

people started walking across and round the bottom as you see,

我們要為真正的民眾需要作設計！

and they paved it.

我認為對你顧客想要的東西感同身受

(Laughter)

可能是事業成功最顯著的導引指標，

But I think this is a wonderful reminder as well,

為真正的需求設計，

that, actually, the world is in flux.

把它們設計得不礙事。

It's constantly changing,

因為若你不提供易用、不礙事的設計，

because if you look at the top of this image,

某天會有人做到－往往是顧客！

there's another desire path forming.

其次－挖掘用戶真正需求的最好方式

So these three desire paths remind me

就是推出你的服務！

we need to design for real human needs.

答案不是關起門就有的，

I think empathy for what your customers want

走出去看清楚大家真的想要什麼。

is probably the biggest leading indicator of business success.

最後－由於科技的不斷發展，

Design for real needs

世界在此刻是令人 難以置信地一變再變，

and design them in low friction,

它不間斷地改變，

because if you don't offer them in low friction,

鍾意路線會比以往更快的驟然冒出。

someone else will, often the customer.

我們的任務是挑選恰當的一條

Secondly, often the best way to learn what people really want

在上面修出路來。

is to launch your service.

謝謝大家！

The answer is rarely inside the building.

（掌聲）

Get out there and see what people really want.

And finally, in part because of technology,

the world is incredibly flux at the moment.

It's changing constantly.

These desire paths are going to spring up faster than ever.

Our job is to pick the appropriate ones

and pave over them.

Thank you very much.

(Applause)