我们能从“抄近道”中学会什么？

演讲简介：

我们如何能做成一个人们真正想要的东西？在设计时，只有时时刻刻想着需要的人们的习惯才行么？演讲者举了三个有趣的例子，告诉我们究竟该如何规划设计。

 

演讲者：Tom Hulme 

 

精彩演讲片段赏析

 

The second desire path I wanted to share is at the University of California. And it reminds me that sometimes the best way to come up with a great design is just to launch it. Now, university campuses are fantastic for spotting desire paths. I think it's because students are always late and they're pretty smart. So they're dashing to lectures. They'll always find the shortcut.

我想跟大家分享的第二条心仪小路，位于加州大学。这个例子让我明白，有时候最好的设计方式就是顺应用户，大学校园是寻找心仪小路的理想场合。我觉得这是因为学生总是赶时间，而且他们还很聪明，当他们冲向讲座教室时候，他们总能找到近道。

 

And the designers here knew that. So they built the buildings and then they waited a few months for the paths to form. They then paved them. (Laughter) Incredibly smart approach. In fact, often, just launching the straw man of a service can teach you what people really want.

而那里的设计者了解这一点，所以他们先建好大楼，然后等上几个月，直到人们踩出了小路，然后在此基础上铺路 (笑声) 非常聪明的点子。事实上，多数情况，通过类似的前期试验，设计师即可捕获用户的真正需求。

 

For example, Ayr Muir in Boston knew he wanted to open a restaurant. But where should it be? What should the menu be? He launched a service, in this case a food truck, and he changed the location each day. He'd write a different menu on the side in a whiteboard marker to figure out what people wanted. He now has a chain of restaurants. So it can be incredibly efficient to launch something to spot the desire paths.

例如波士顿的Ayr Muir 想要开一个餐馆，但是如何选址，菜单又应包含哪些菜品呢？在开餐厅之前他开了一个快餐车，然后每天换个地方售卖快餐，他每天也会在餐车的旁边立一块白板，上面写有当天的菜单，以此找出人们喜欢的菜式。如今他已经拥有多家连锁餐厅了显然，先做一些实验来找出“心仪小路”的办法极为有效。

 

The third and final desire path I wanted to share with you is the UNIH. It reminds me that the world's in flux, and we have to respond to those changes.

第三个，也是最后一个我想要分享的心仪小路位于UNIH （美国国立卫生研究院）这个例子提醒我世界不是一成不变的，我们要随时准备应对这些变化。 

 

So as you'll guess, this is a hospital. I've marked for you on the left the Oncology Department. The patients would usually stay in the hotels down on the bottom right. This was a patient-centered organization, so they laid on cars for their patients. But what they realized when they started offering chemotherapy is the patients rarely wanted to get in cars. They were too nauseous, so they'd walk back to their hotels. This desire path that you see diagonally, formed. The patients even called it "The Chemo Trail."

正如你们所料，这是个医院，我把左边的肿瘤科标记了出来，病人通常都呆在图中右下角的宾馆里，这是个以病人为中心的组织，所以他们为病人提供免费摆渡车。但是当医院开始提供化疗之后，他们发现病人通常都不想坐摆渡车，化疗后的病人通常感觉非常恶心，所以他们更想走回宾馆这就形成了这么一条对角线的心仪小路，病人们甚至给它起了名字——化疗之路。

 

Now, when the hospital saw this originally, they tried to lay turf back over it, ignore it. But after a while, they realized it was an important need they were meeting for their patients, so they paved it.

当医院最开始注意到这条小路的时候，他们给这条路重新铺上草皮，并没有重视，但是很快地，他们意识到这条小路的重要性。病人真的需要走这条路，于是他们把这条路铺了出来。