[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.77,0:00:03.02,Default,,0000,0000,0000,,When we're designing new products,
Dialogue: 0,0:00:03.04,0:00:05.03,Default,,0000,0000,0000,,services or businesses,
Dialogue: 0,0:00:05.06,0:00:07.57,Default,,0000,0000,0000,,the only time you'll know\Nif they're any good,
Dialogue: 0,0:00:07.60,0:00:09.30,Default,,0000,0000,0000,,if the designs are good,
Dialogue: 0,0:00:09.32,0:00:14.06,Default,,0000,0000,0000,,is to see how they're used\Nin the real world, in context.
Dialogue: 0,0:00:14.76,0:00:18.70,Default,,0000,0000,0000,,I'm reminded of that every time\NI walk past Highbury Fields
Dialogue: 0,0:00:18.72,0:00:20.16,Default,,0000,0000,0000,,in north London.
Dialogue: 0,0:00:20.18,0:00:21.50,Default,,0000,0000,0000,,It's absolutely beautiful.
Dialogue: 0,0:00:21.52,0:00:23.22,Default,,0000,0000,0000,,There's a big open green space.
Dialogue: 0,0:00:23.25,0:00:25.81,Default,,0000,0000,0000,,There's Georgian buildings\Naround the side.
Dialogue: 0,0:00:25.84,0:00:28.74,Default,,0000,0000,0000,,But then there's this mud trap\Nthat cuts across the middle.
Dialogue: 0,0:00:29.72,0:00:32.84,Default,,0000,0000,0000,,People clearly don't want to walk\Nall the way around the edge.
Dialogue: 0,0:00:33.20,0:00:35.33,Default,,0000,0000,0000,,Instead, they want to take the shortcut,
Dialogue: 0,0:00:35.36,0:00:37.81,Default,,0000,0000,0000,,and that shortcut is self-reinforcing.
Dialogue: 0,0:00:38.87,0:00:42.16,Default,,0000,0000,0000,,Now, this shortcut\Nis called a desire path,
Dialogue: 0,0:00:42.19,0:00:44.69,Default,,0000,0000,0000,,and it's often the path\Nof least resistance.
Dialogue: 0,0:00:44.71,0:00:46.04,Default,,0000,0000,0000,,I find them fascinating,
Dialogue: 0,0:00:46.07,0:00:51.53,Default,,0000,0000,0000,,because they're often the point\Nwhere design and user experience diverge.
Dialogue: 0,0:00:52.16,0:00:54.02,Default,,0000,0000,0000,,Now at this point, I should apologize,
Dialogue: 0,0:00:54.04,0:00:56.91,Default,,0000,0000,0000,,because you guys are going to start\Nseeing these everywhere.
Dialogue: 0,0:00:56.94,0:00:59.60,Default,,0000,0000,0000,,But today, I'm going to pick\Nthree I find interesting
Dialogue: 0,0:00:59.62,0:01:01.73,Default,,0000,0000,0000,,and share what actually it reminds me
Dialogue: 0,0:01:01.76,0:01:04.57,Default,,0000,0000,0000,,about launching new products and services.
Dialogue: 0,0:01:05.14,0:01:08.80,Default,,0000,0000,0000,,The first is in the capital city\Nof Brazil -- Brasilia.
Dialogue: 0,0:01:09.20,0:01:11.34,Default,,0000,0000,0000,,And it reminds me that sometimes,
Dialogue: 0,0:01:11.36,0:01:14.49,Default,,0000,0000,0000,,you have to just focus\Non designing for a real need
Dialogue: 0,0:01:14.52,0:01:15.79,Default,,0000,0000,0000,,at low friction.
Dialogue: 0,0:01:16.25,0:01:17.76,Default,,0000,0000,0000,,Now, Brasilia is fascinating.
Dialogue: 0,0:01:17.79,0:01:20.93,Default,,0000,0000,0000,,It was designed by Niemeyer in the '50s.
Dialogue: 0,0:01:20.95,0:01:23.16,Default,,0000,0000,0000,,It was the golden age of flying,
Dialogue: 0,0:01:23.19,0:01:26.45,Default,,0000,0000,0000,,so he laid it out like a plane,\Nas you can see there.
Dialogue: 0,0:01:26.47,0:01:27.64,Default,,0000,0000,0000,,Slightly worryingly,
Dialogue: 0,0:01:27.66,0:01:31.41,Default,,0000,0000,0000,,he put most of the important\Ngovernment buildings in the cockpit.
Dialogue: 0,0:01:31.44,0:01:33.88,Default,,0000,0000,0000,,But if you zoom in,\Nin the very center of Brasilia,
Dialogue: 0,0:01:33.91,0:01:36.07,Default,,0000,0000,0000,,just where the point is there,
Dialogue: 0,0:01:36.09,0:01:38.49,Default,,0000,0000,0000,,you see it's littered with desire paths.
Dialogue: 0,0:01:38.97,0:01:41.05,Default,,0000,0000,0000,,They're absolutely everywhere.
Dialogue: 0,0:01:41.07,0:01:43.94,Default,,0000,0000,0000,,Now, they thought that they\Nhad future-proofed this design.
Dialogue: 0,0:01:43.96,0:01:46.98,Default,,0000,0000,0000,,They thought in the future\Nwe wouldn't need to walk anywhere --
Dialogue: 0,0:01:47.00,0:01:48.55,Default,,0000,0000,0000,,we'd be able to drive --
Dialogue: 0,0:01:48.58,0:01:51.53,Default,,0000,0000,0000,,so there was little need\Nfor walkways or pavements.
Dialogue: 0,0:01:52.36,0:01:54.69,Default,,0000,0000,0000,,But as you can see, there's a real need.
Dialogue: 0,0:01:55.56,0:01:57.39,Default,,0000,0000,0000,,These are very dangerous desire paths.
Dialogue: 0,0:01:57.41,0:01:59.45,Default,,0000,0000,0000,,If we just pick one, in the middle,
Dialogue: 0,0:01:59.47,0:02:02.88,Default,,0000,0000,0000,,you can see it crosses\N15 lanes of traffic.
Dialogue: 0,0:02:02.90,0:02:04.66,Default,,0000,0000,0000,,It won't surprise you guys
Dialogue: 0,0:02:04.68,0:02:08.22,Default,,0000,0000,0000,,that Brasilia has five times\Nthe pedestrian accident rate
Dialogue: 0,0:02:08.25,0:02:10.12,Default,,0000,0000,0000,,of your average US city.
Dialogue: 0,0:02:10.97,0:02:12.46,Default,,0000,0000,0000,,People are resourceful.
Dialogue: 0,0:02:12.48,0:02:15.51,Default,,0000,0000,0000,,They'll always find the low-friction route
Dialogue: 0,0:02:15.54,0:02:17.93,Default,,0000,0000,0000,,to save money, save time.
Dialogue: 0,0:02:18.49,0:02:20.48,Default,,0000,0000,0000,,Not all these desire paths are dangerous,
Dialogue: 0,0:02:20.50,0:02:23.89,Default,,0000,0000,0000,,I was reminded flying here\Nwhen I was in Heathrow.
Dialogue: 0,0:02:23.92,0:02:26.44,Default,,0000,0000,0000,,Many of us get frustrated\Nwhen we're confronted
Dialogue: 0,0:02:26.46,0:02:29.13,Default,,0000,0000,0000,,with the obligatory walk\Nthrough duty-free.
Dialogue: 0,0:02:31.02,0:02:32.18,Default,,0000,0000,0000,,It was amazing to me
Dialogue: 0,0:02:32.20,0:02:36.33,Default,,0000,0000,0000,,how many people refused to take\Nthe long, meandering path to the left,
Dialogue: 0,0:02:36.36,0:02:38.44,Default,,0000,0000,0000,,and just cut through to the right,
Dialogue: 0,0:02:38.46,0:02:40.18,Default,,0000,0000,0000,,cut through the desire path.
Dialogue: 0,0:02:40.81,0:02:42.52,Default,,0000,0000,0000,,The question that's interesting is:
Dialogue: 0,0:02:42.54,0:02:45.74,Default,,0000,0000,0000,,What do designers think\Nwhen they see our behavior here?
Dialogue: 0,0:02:46.20,0:02:47.99,Default,,0000,0000,0000,,Do they think we're stupid?
Dialogue: 0,0:02:48.01,0:02:49.81,Default,,0000,0000,0000,,Do they think we're lazy?
Dialogue: 0,0:02:50.40,0:02:52.96,Default,,0000,0000,0000,,Or do they accept\Nthat this is the only truth?
Dialogue: 0,0:02:52.98,0:02:54.74,Default,,0000,0000,0000,,This is their product.
Dialogue: 0,0:02:55.13,0:02:57.67,Default,,0000,0000,0000,,We're effectively\Nco-designing their product.
Dialogue: 0,0:02:58.54,0:03:03.47,Default,,0000,0000,0000,,So our job is to design\Nfor real needs at low friction,
Dialogue: 0,0:03:03.49,0:03:06.39,Default,,0000,0000,0000,,because if you don't,\Nthe customer will, anyway.
Dialogue: 0,0:03:07.24,0:03:09.46,Default,,0000,0000,0000,,The second desire path I wanted to share
Dialogue: 0,0:03:09.48,0:03:11.73,Default,,0000,0000,0000,,is at the University of California.
Dialogue: 0,0:03:11.76,0:03:12.91,Default,,0000,0000,0000,,And it reminds me
Dialogue: 0,0:03:12.93,0:03:16.09,Default,,0000,0000,0000,,that sometimes the best way\Nto come up with a great design
Dialogue: 0,0:03:16.12,0:03:17.80,Default,,0000,0000,0000,,is just to launch it.
Dialogue: 0,0:03:18.86,0:03:22.74,Default,,0000,0000,0000,,Now, university campuses are fantastic\Nfor spotting desire paths.
Dialogue: 0,0:03:22.76,0:03:26.10,Default,,0000,0000,0000,,I think it's because students\Nare always late and they're pretty smart.
Dialogue: 0,0:03:26.12,0:03:27.61,Default,,0000,0000,0000,,So they're dashing to lectures.
Dialogue: 0,0:03:27.63,0:03:29.72,Default,,0000,0000,0000,,They'll always find the shortcut.
Dialogue: 0,0:03:30.44,0:03:32.51,Default,,0000,0000,0000,,And the designers here knew that.
Dialogue: 0,0:03:32.53,0:03:34.50,Default,,0000,0000,0000,,So they built the buildings
Dialogue: 0,0:03:34.53,0:03:37.44,Default,,0000,0000,0000,,and then they waited a few months\Nfor the paths to form.
Dialogue: 0,0:03:37.83,0:03:39.35,Default,,0000,0000,0000,,They then paved them.
Dialogue: 0,0:03:39.38,0:03:40.42,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:03:40.44,0:03:42.35,Default,,0000,0000,0000,,Incredibly smart approach.
Dialogue: 0,0:03:42.72,0:03:45.84,Default,,0000,0000,0000,,In fact, often, just launching\Nthe straw man of a service
Dialogue: 0,0:03:45.87,0:03:48.01,Default,,0000,0000,0000,,can teach you what people really want.
Dialogue: 0,0:03:48.67,0:03:52.86,Default,,0000,0000,0000,,For example, Ayr Muir in Boston\Nknew he wanted to open a restaurant.
Dialogue: 0,0:03:52.88,0:03:54.29,Default,,0000,0000,0000,,But where should it be?
Dialogue: 0,0:03:54.68,0:03:56.24,Default,,0000,0000,0000,,What should the menu be?
Dialogue: 0,0:03:56.66,0:03:58.15,Default,,0000,0000,0000,,He launched a service,
Dialogue: 0,0:03:58.17,0:03:59.86,Default,,0000,0000,0000,,in this case a food truck,
Dialogue: 0,0:03:59.88,0:04:02.26,Default,,0000,0000,0000,,and he changed the location each day.
Dialogue: 0,0:04:02.28,0:04:05.83,Default,,0000,0000,0000,,He'd write a different menu\Non the side in a whiteboard marker
Dialogue: 0,0:04:05.85,0:04:07.76,Default,,0000,0000,0000,,to figure out what people wanted.
Dialogue: 0,0:04:08.22,0:04:10.64,Default,,0000,0000,0000,,He now has a chain of restaurants.
Dialogue: 0,0:04:10.66,0:04:12.69,Default,,0000,0000,0000,,So it can be incredibly efficient
Dialogue: 0,0:04:12.72,0:04:15.48,Default,,0000,0000,0000,,to launch something\Nto spot the desire paths.
Dialogue: 0,0:04:16.23,0:04:19.31,Default,,0000,0000,0000,,The third and final desire path\NI wanted to share with you
Dialogue: 0,0:04:19.34,0:04:20.96,Default,,0000,0000,0000,,is the UNIH.
Dialogue: 0,0:04:21.59,0:04:23.88,Default,,0000,0000,0000,,It reminds me that the world's in flux,
Dialogue: 0,0:04:23.91,0:04:26.21,Default,,0000,0000,0000,,and we have to respond to those changes.
Dialogue: 0,0:04:26.77,0:04:28.84,Default,,0000,0000,0000,,So as you'll guess, this is a hospital.
Dialogue: 0,0:04:29.34,0:04:32.38,Default,,0000,0000,0000,,I've marked for you on the left\Nthe Oncology Department.
Dialogue: 0,0:04:32.74,0:04:37.08,Default,,0000,0000,0000,,The patients would usually stay\Nin the hotels down on the bottom right.
Dialogue: 0,0:04:38.03,0:04:40.24,Default,,0000,0000,0000,,This was a patient-centered organization,
Dialogue: 0,0:04:40.27,0:04:42.90,Default,,0000,0000,0000,,so they laid on cars for their patients.
Dialogue: 0,0:04:43.87,0:04:47.26,Default,,0000,0000,0000,,But what they realized when they started\Noffering chemotherapy
Dialogue: 0,0:04:47.29,0:04:50.06,Default,,0000,0000,0000,,is the patients rarely\Nwanted to get in cars.
Dialogue: 0,0:04:50.09,0:04:53.99,Default,,0000,0000,0000,,They were too nauseous,\Nso they'd walk back to their hotels.
Dialogue: 0,0:04:54.01,0:04:56.95,Default,,0000,0000,0000,,This desire path that you see\Ndiagonally, formed.
Dialogue: 0,0:04:57.62,0:05:00.13,Default,,0000,0000,0000,,The patients even called it\N"The Chemo Trail."
Dialogue: 0,0:05:00.93,0:05:02.100,Default,,0000,0000,0000,,Now, when the hospital\Nsaw this originally,
Dialogue: 0,0:05:03.02,0:05:05.92,Default,,0000,0000,0000,,they tried to lay turf\Nback over it, ignore it.
Dialogue: 0,0:05:06.74,0:05:09.86,Default,,0000,0000,0000,,But after a while, they realized\Nit was an important need
Dialogue: 0,0:05:09.88,0:05:11.66,Default,,0000,0000,0000,,they were meeting for their patients,
Dialogue: 0,0:05:11.68,0:05:12.99,Default,,0000,0000,0000,,so they paved it.
Dialogue: 0,0:05:13.02,0:05:16.87,Default,,0000,0000,0000,,And I think our job is often\Nto pave these emerging desire paths.
Dialogue: 0,0:05:16.89,0:05:20.02,Default,,0000,0000,0000,,If we look back at the one\Nin North London again,
Dialogue: 0,0:05:20.04,0:05:22.41,Default,,0000,0000,0000,,that desire path hasn't always been there.
Dialogue: 0,0:05:22.86,0:05:24.37,Default,,0000,0000,0000,,The reason it sprung up
Dialogue: 0,0:05:24.40,0:05:28.49,Default,,0000,0000,0000,,is people were traveling to the mighty\NArsenal Football Club stadium
Dialogue: 0,0:05:28.52,0:05:29.67,Default,,0000,0000,0000,,on game days,
Dialogue: 0,0:05:29.69,0:05:32.47,Default,,0000,0000,0000,,from the Underground station\Nyou see on the bottom right.
Dialogue: 0,0:05:32.80,0:05:34.10,Default,,0000,0000,0000,,So you see the desire path.
Dialogue: 0,0:05:34.13,0:05:36.94,Default,,0000,0000,0000,,If we just wind the clock\Nback a few years,
Dialogue: 0,0:05:36.97,0:05:39.16,Default,,0000,0000,0000,,when the stadium was being constructed,
Dialogue: 0,0:05:39.19,0:05:40.75,Default,,0000,0000,0000,,there is no desire path.
Dialogue: 0,0:05:41.80,0:05:45.94,Default,,0000,0000,0000,,So our job is to watch\Nfor these desire paths emerging,
Dialogue: 0,0:05:46.57,0:05:48.33,Default,,0000,0000,0000,,and, where appropriate, pave them,
Dialogue: 0,0:05:48.98,0:05:50.53,Default,,0000,0000,0000,,as someone did here.
Dialogue: 0,0:05:51.19,0:05:52.84,Default,,0000,0000,0000,,Someone installed a barrier,
Dialogue: 0,0:05:54.08,0:05:57.30,Default,,0000,0000,0000,,people started walking across\Nand round the bottom as you see,
Dialogue: 0,0:05:57.32,0:05:58.52,Default,,0000,0000,0000,,and they paved it.
Dialogue: 0,0:05:58.54,0:06:00.12,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:06:00.15,0:06:02.53,Default,,0000,0000,0000,,But I think this is a wonderful\Nreminder as well,
Dialogue: 0,0:06:02.56,0:06:04.41,Default,,0000,0000,0000,,that, actually, the world is in flux.
Dialogue: 0,0:06:04.43,0:06:05.66,Default,,0000,0000,0000,,It's constantly changing,
Dialogue: 0,0:06:05.68,0:06:07.91,Default,,0000,0000,0000,,because if you look\Nat the top of this image,
Dialogue: 0,0:06:07.94,0:06:09.93,Default,,0000,0000,0000,,there's another desire path forming.
Dialogue: 0,0:06:11.41,0:06:13.94,Default,,0000,0000,0000,,So these three desire paths remind me
Dialogue: 0,0:06:13.97,0:06:17.11,Default,,0000,0000,0000,,we need to design for real human needs.
Dialogue: 0,0:06:17.58,0:06:20.06,Default,,0000,0000,0000,,I think empathy for what\Nyour customers want
Dialogue: 0,0:06:20.09,0:06:23.82,Default,,0000,0000,0000,,is probably the biggest leading indicator\Nof business success.
Dialogue: 0,0:06:24.32,0:06:25.99,Default,,0000,0000,0000,,Design for real needs
Dialogue: 0,0:06:26.01,0:06:28.42,Default,,0000,0000,0000,,and design them in low friction,
Dialogue: 0,0:06:29.16,0:06:31.79,Default,,0000,0000,0000,,because if you don't offer them\Nin low friction,
Dialogue: 0,0:06:31.81,0:06:34.41,Default,,0000,0000,0000,,someone else will, often the customer.
Dialogue: 0,0:06:34.88,0:06:39.04,Default,,0000,0000,0000,,Secondly, often the best way\Nto learn what people really want
Dialogue: 0,0:06:39.06,0:06:40.92,Default,,0000,0000,0000,,is to launch your service.
Dialogue: 0,0:06:40.95,0:06:43.73,Default,,0000,0000,0000,,The answer is rarely inside the building.
Dialogue: 0,0:06:43.75,0:06:46.22,Default,,0000,0000,0000,,Get out there and see\Nwhat people really want.
Dialogue: 0,0:06:46.71,0:06:49.15,Default,,0000,0000,0000,,And finally, in part\Nbecause of technology,
Dialogue: 0,0:06:49.17,0:06:51.99,Default,,0000,0000,0000,,the world is incredibly flux\Nat the moment.
Dialogue: 0,0:06:52.01,0:06:53.97,Default,,0000,0000,0000,,It's changing constantly.
Dialogue: 0,0:06:53.99,0:06:57.24,Default,,0000,0000,0000,,These desire paths are going\Nto spring up faster than ever.
Dialogue: 0,0:06:57.73,0:07:00.68,Default,,0000,0000,0000,,Our job is to pick the appropriate ones
Dialogue: 0,0:07:00.70,0:07:01.95,Default,,0000,0000,0000,,and pave over them.
Dialogue: 0,0:07:02.57,0:07:03.72,Default,,0000,0000,0000,,Thank you very much.
Dialogue: 0,0:07:03.75,0:07:07.71,Default,,0000,0000,0000,,(Applause)