TimBrown_蒂姆 布朗鼓励设计师们往大处着眼【中英文对照】

1.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。
2.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，
3.Something like 25 years ago.
大约是25年前的事情。
4.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。
5.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。
6.I thought, at the time, I did a pretty good job.
我当时想我做得是不错的。
7.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。
8.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。
9.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。
10.Again, 18 months later, the product was obsolete.
又一次，18个月后， 这个产品就过时了。
11.And now, of course, the whole technology is obsolete.
而现在，当然，这整套技术都过时了。
12.Now I’m a fairly slow learner.
我是一个学习速度相对比较慢的人。
13.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,
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，
14.making them more marketable.
更适销——这些都不是那么重要。
15.By focusing on a design, maybe just a single product, I was being incremental and not having much of an impact.
只关注设计， 也就是一个单一的产品, 我遵循的是渐进式的设计理念, 所以没有产生太大的影响。
16.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
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
17.as design became a tool of consumerism.
当设计变成了消费主义的一种工具。
18.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。
19.Amusing? Yes. Desirable? Maybe.
它们有趣吗？有趣。合意吗？也许。
20.Important? Not so very.
重要吗？不太重要。
21.But this wasn’t always the way.
但是不是总是这样的。
22.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,
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，
23.that we actually might see the result in a bigger impact.
那么我们事实上也许可以在结果上看到一个更大的影响。
24.Now this gentleman, Isambard Kingdom Brunel, designed many great things in his career in the Nineteenth Century, including the Clifton suspension bridge in Bristol
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
25.and the Thames tunnel at Rotherhithe.
还有罗瑟海斯的泰晤士河隧道。
26.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。
27.His greatest creation runs actually right through here in Oxford.
他最伟大的创造 正穿过牛津这里。
28.It’s called the Great Western Railway.
叫做大西部铁路。
29.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。
30.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。
31.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”。
32.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。
33.Now this was back in the Nineteenth Century.
这还是过去的十九世纪
34.And to do that meant creating the flattest gradients that had ever yet been made, which meant building long viaducts across river valleys —
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 —
35.this is actually the viaduct across the Thames at Maidenhead — and long tunnels such as the one at Box, in Wiltshire.
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
36.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。
37.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。
38.One journey from London to New York.
完成一次从伦敦至纽约的旅程。
39.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。
40.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。
41.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。
42.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。
43.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。
44.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。
45.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。
46.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。
47.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。
48.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,
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，
49.image and fashion.
形象和时尚的代名词。
50.Now I’m not trying to throw stones here.
我不是要在这里反对什么。
51.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。
52.and somewhere in here I have my designer glasses.
我身上还带着我的设计师眼镜呢。
53.There we go.
在这里。
54.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。
55.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。
56.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。
57.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。
58.The first of those is that design is human-centered.
第一个想法是设计 是以人为本的。
59.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。
60.What makes life easier, more enjoyable?
什么令生活更为简单，更为愉快？
61.What makes technology useful and usable?
什么使科技更有用和更方便使用？
62.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。
63.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。
64.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
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，
65.to understand how they might play a role in screening their parents.
了解为他们父母检查视力的时候 他们会扮演怎样的角色。
66.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。
67.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。
68.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。
69.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
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
70.in a fitting and diagnostic service.
所提供的分配和诊断类的服务。
71.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。
72.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。
73.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。
74.Now prototypes speed up the process of innovation.
如今模型加快了革新的进程。
75.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。
76.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。
77.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。
78.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。
79.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。
80.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。
81.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。
82.They make their own intraocular lenses.
他们制造自己的人工晶状体，
83.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。
84.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。
85.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。
86.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。
87.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。
88.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。
89.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
90.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
91.The shift from a passive relationship between consumer and producer to the active engagement of everyone in experiences that are meaningful,
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，
92.productive and profitable.
有效也有益的体验。
93.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,
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，
94.and take that a little bit further and say that I think the design of participatory systems, in which many more forms of value beyond simply cash
再延伸一下就是说， 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
95.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.
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。
96.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
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
97.would be an active participant in their own social well-being.
都能够积极地参与 到他们自己的福利体系中。
98.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。
99.Hillary Cottam, Charlie Ledbetter, and Hugo Manassei of Participle have taken this idea of participation, and in their manifesto entitled Beveridge 4.0,
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
100.they are suggesting a framework for reinventing the welfare state.
他们提出了一个构架 来改造社会福利系统。
101.So in one of their projects called Southwark Circle, they worked with residents in Southwark, south London and a small team of designers
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，
102.to develop a new membership organization to help the elderly with household tasks.
来设计一种新的 帮助老人完成家务工作的会员组织。