[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.14,0:00:02.76,Default,,0000,0000,0000,,I've got a great idea\Nthat's going to change the world.
Dialogue: 0,0:00:02.78,0:00:05.17,Default,,0000,0000,0000,,It's fantastic, it's going\Nto blow your mind.
Dialogue: 0,0:00:05.20,0:00:06.60,Default,,0000,0000,0000,,It's my beautiful baby.
Dialogue: 0,0:00:06.62,0:00:09.05,Default,,0000,0000,0000,,Here's the thing:\Neverybody loves a beautiful baby.
Dialogue: 0,0:00:09.08,0:00:11.02,Default,,0000,0000,0000,,I mean, I was a beautiful baby.
Dialogue: 0,0:00:11.04,0:00:13.52,Default,,0000,0000,0000,,Here's me and my dad\Na couple days after I was born.
Dialogue: 0,0:00:13.54,0:00:15.18,Default,,0000,0000,0000,,So in the world of product design,
Dialogue: 0,0:00:15.20,0:00:17.57,Default,,0000,0000,0000,,the beautiful baby's like the concept car.
Dialogue: 0,0:00:17.60,0:00:19.48,Default,,0000,0000,0000,,It's the knockout.
Dialogue: 0,0:00:19.51,0:00:22.64,Default,,0000,0000,0000,,You see it and you go, "Oh, my God.\NI'd buy that in a second!"
Dialogue: 0,0:00:22.67,0:00:25.04,Default,,0000,0000,0000,,So why is it that this year's new cars
Dialogue: 0,0:00:25.06,0:00:28.33,Default,,0000,0000,0000,,look pretty much exactly\Nlike last year's new cars?
Dialogue: 0,0:00:28.35,0:00:30.12,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:30.15,0:00:32.97,Default,,0000,0000,0000,,What went wrong between\Nthe design studio and the factory?
Dialogue: 0,0:00:32.99,0:00:35.39,Default,,0000,0000,0000,,Today, I don't want to talk\Nabout beautiful babies,
Dialogue: 0,0:00:35.42,0:00:38.16,Default,,0000,0000,0000,,I want to talk about the awkward\Nadolescence of design --
Dialogue: 0,0:00:38.18,0:00:42.76,Default,,0000,0000,0000,,those sort of dorky teenage years
Dialogue: 0,0:00:42.78,0:00:45.73,Default,,0000,0000,0000,,where you're trying to figure out\Nhow the world works.
Dialogue: 0,0:00:46.31,0:00:47.94,Default,,0000,0000,0000,,I'm going to start with an example
Dialogue: 0,0:00:47.97,0:00:50.39,Default,,0000,0000,0000,,from some work that we did\Non newborn health.
Dialogue: 0,0:00:50.42,0:00:52.05,Default,,0000,0000,0000,,So here's a problem:
Dialogue: 0,0:00:52.07,0:00:56.09,Default,,0000,0000,0000,,four million babies around the world,\Nmostly in developing countries,
Dialogue: 0,0:00:56.11,0:00:58.47,Default,,0000,0000,0000,,die every year\Nbefore their first birthday,
Dialogue: 0,0:00:58.50,0:01:00.33,Default,,0000,0000,0000,,even before their first month of life.
Dialogue: 0,0:01:00.35,0:01:02.01,Default,,0000,0000,0000,,It turns out half of those kids,
Dialogue: 0,0:01:02.03,0:01:04.25,Default,,0000,0000,0000,,or about 1.8 million newborns\Naround the world,
Dialogue: 0,0:01:04.27,0:01:07.16,Default,,0000,0000,0000,,would make it if you could\Njust keep them warm
Dialogue: 0,0:01:07.18,0:01:09.91,Default,,0000,0000,0000,,for the first three days,\Nmaybe the first week.
Dialogue: 0,0:01:09.93,0:01:13.63,Default,,0000,0000,0000,,So this is a newborn intensive care unit\Nin Kathmandu, Nepal.
Dialogue: 0,0:01:13.66,0:01:16.36,Default,,0000,0000,0000,,All of these kids in blankets\Nbelong in incubators --
Dialogue: 0,0:01:16.39,0:01:18.04,Default,,0000,0000,0000,,something like this.
Dialogue: 0,0:01:18.06,0:01:20.86,Default,,0000,0000,0000,,This is a donated Japanese Atom incubator
Dialogue: 0,0:01:20.88,0:01:23.55,Default,,0000,0000,0000,,that we found in a NICU in Kathmandu.
Dialogue: 0,0:01:24.12,0:01:25.29,Default,,0000,0000,0000,,This is what we want.
Dialogue: 0,0:01:25.32,0:01:28.65,Default,,0000,0000,0000,,Probably what happened is a hospital\Nin Japan upgraded their equipment
Dialogue: 0,0:01:28.67,0:01:32.10,Default,,0000,0000,0000,,and donated their old stuff to Nepal.
Dialogue: 0,0:01:32.13,0:01:35.19,Default,,0000,0000,0000,,The problem is, without technicians,\Nwithout spare parts,
Dialogue: 0,0:01:35.22,0:01:38.63,Default,,0000,0000,0000,,donations like this\Nvery quickly turn into junk.
Dialogue: 0,0:01:39.25,0:01:42.49,Default,,0000,0000,0000,,So this seemed like a problem\Nthat we could do something about.
Dialogue: 0,0:01:42.96,0:01:46.73,Default,,0000,0000,0000,,Keeping a baby warm for a week --\Nthat's not rocket science.
Dialogue: 0,0:01:46.76,0:01:48.14,Default,,0000,0000,0000,,So we got started.
Dialogue: 0,0:01:48.16,0:01:52.03,Default,,0000,0000,0000,,We partnered with a leading medical\Nresearch institution here in Boston.
Dialogue: 0,0:01:52.06,0:01:54.97,Default,,0000,0000,0000,,We conducted months\Nof user research overseas,
Dialogue: 0,0:01:54.100,0:01:57.70,Default,,0000,0000,0000,,trying to think like designers,\Nhuman-centered design --
Dialogue: 0,0:01:57.73,0:01:59.80,Default,,0000,0000,0000,,"Let's figure out what people want."
Dialogue: 0,0:02:00.58,0:02:02.67,Default,,0000,0000,0000,,We killed thousands of Post-it notes.
Dialogue: 0,0:02:02.69,0:02:06.12,Default,,0000,0000,0000,,We made dozens of prototypes\Nto get to this.
Dialogue: 0,0:02:06.14,0:02:09.11,Default,,0000,0000,0000,,So this is the NeoNurture\Ninfant incubator,
Dialogue: 0,0:02:09.13,0:02:12.80,Default,,0000,0000,0000,,and this has a lot of smarts\Nbuilt into it, and we felt great.
Dialogue: 0,0:02:12.83,0:02:15.14,Default,,0000,0000,0000,,So the idea here is,\Nunlike the concept car,
Dialogue: 0,0:02:15.17,0:02:17.02,Default,,0000,0000,0000,,we want to marry something beautiful
Dialogue: 0,0:02:17.04,0:02:19.52,Default,,0000,0000,0000,,with something that actually works.
Dialogue: 0,0:02:19.55,0:02:21.64,Default,,0000,0000,0000,,And our idea is that this design
Dialogue: 0,0:02:21.66,0:02:25.12,Default,,0000,0000,0000,,would inspire manufacturers\Nand other people of influence
Dialogue: 0,0:02:25.15,0:02:27.66,Default,,0000,0000,0000,,to take this model and run with it.
Dialogue: 0,0:02:28.52,0:02:31.17,Default,,0000,0000,0000,,Here's the bad news:
Dialogue: 0,0:02:31.20,0:02:35.17,Default,,0000,0000,0000,,the only baby ever actually put\Ninside the NeoNurture incubator
Dialogue: 0,0:02:35.20,0:02:38.44,Default,,0000,0000,0000,,was this kid during a Time\Nmagazine photo shoot.
Dialogue: 0,0:02:39.07,0:02:41.27,Default,,0000,0000,0000,,So recognition is fantastic.
Dialogue: 0,0:02:41.30,0:02:43.97,Default,,0000,0000,0000,,We want design to get out\Nfor people to see it.
Dialogue: 0,0:02:43.99,0:02:45.86,Default,,0000,0000,0000,,It won lots of awards.
Dialogue: 0,0:02:45.88,0:02:48.15,Default,,0000,0000,0000,,But it felt like a booby prize.
Dialogue: 0,0:02:48.91,0:02:50.61,Default,,0000,0000,0000,,We wanted to make beautiful things
Dialogue: 0,0:02:50.63,0:02:53.77,Default,,0000,0000,0000,,that are going to make\Nthe world a better place,
Dialogue: 0,0:02:53.79,0:02:57.44,Default,,0000,0000,0000,,and I don't think this kid was even\Nin it long enough to get warm.
Dialogue: 0,0:02:57.47,0:03:03.18,Default,,0000,0000,0000,,So it turns out that design \Nfor inspiration doesn't really ...
Dialogue: 0,0:03:03.20,0:03:06.73,Default,,0000,0000,0000,,I guess what I would say is,\Nfor us, for what I want to do,
Dialogue: 0,0:03:06.75,0:03:10.16,Default,,0000,0000,0000,,it's either too slow or it just\Ndoesn't work, it's ineffective.
Dialogue: 0,0:03:10.18,0:03:13.22,Default,,0000,0000,0000,,So, really, I want to design for outcomes.
Dialogue: 0,0:03:13.24,0:03:16.94,Default,,0000,0000,0000,,I don't want to make beautiful stuff;\NI want to make the world a better place.
Dialogue: 0,0:03:16.96,0:03:18.75,Default,,0000,0000,0000,,So when we were designing NeoNurture,
Dialogue: 0,0:03:18.77,0:03:22.22,Default,,0000,0000,0000,,we paid a lot of attention to the people\Nwho are going to use this thing,
Dialogue: 0,0:03:22.24,0:03:24.84,Default,,0000,0000,0000,,for example, poor families, rural doctors,
Dialogue: 0,0:03:24.87,0:03:28.02,Default,,0000,0000,0000,,overloaded nurses,\Neven repair technicians.
Dialogue: 0,0:03:28.05,0:03:31.26,Default,,0000,0000,0000,,We thought we had all our bases\Ncovered, we'd done everything right.
Dialogue: 0,0:03:31.28,0:03:34.15,Default,,0000,0000,0000,,Well, it turns out there's this\Nwhole constellation of people
Dialogue: 0,0:03:34.17,0:03:37.04,Default,,0000,0000,0000,,who have to be involved\Nin a product for it to be successful:
Dialogue: 0,0:03:37.06,0:03:39.75,Default,,0000,0000,0000,,manufacturing, financing,\Ndistribution, regulation.
Dialogue: 0,0:03:39.77,0:03:42.03,Default,,0000,0000,0000,,Michael Free at PATH\Nsays you have to figure out
Dialogue: 0,0:03:42.05,0:03:44.68,Default,,0000,0000,0000,,who will "choose, use and pay the dues"
Dialogue: 0,0:03:44.71,0:03:45.100,Default,,0000,0000,0000,,for a product like this.
Dialogue: 0,0:03:46.02,0:03:48.47,Default,,0000,0000,0000,,And I have to ask the question\Nthat VCs always ask:
Dialogue: 0,0:03:48.49,0:03:51.34,Default,,0000,0000,0000,,"Sir, what is your business,\Nand who is your customer?"
Dialogue: 0,0:03:51.36,0:03:52.64,Default,,0000,0000,0000,,Who is our customer?
Dialogue: 0,0:03:53.13,0:03:54.30,Default,,0000,0000,0000,,Well, here's an example.
Dialogue: 0,0:03:54.32,0:03:57.59,Default,,0000,0000,0000,,This is a Bangladeshi hospital director\Noutside his facility.
Dialogue: 0,0:03:57.62,0:04:00.45,Default,,0000,0000,0000,,It turns out he doesn't buy\Nany of his equipment.
Dialogue: 0,0:04:00.48,0:04:03.24,Default,,0000,0000,0000,,Those decisions are made\Nby the Ministry of Health
Dialogue: 0,0:04:03.27,0:04:04.59,Default,,0000,0000,0000,,or by foreign donors,
Dialogue: 0,0:04:04.62,0:04:05.100,Default,,0000,0000,0000,,and it just kind of shows up.
Dialogue: 0,0:04:06.34,0:04:09.83,Default,,0000,0000,0000,,Similarly, here's a multinational\Nmedical-device manufacturer.
Dialogue: 0,0:04:09.85,0:04:12.76,Default,,0000,0000,0000,,It turns out they've got to fish\Nwhere the fish are.
Dialogue: 0,0:04:12.79,0:04:16.12,Default,,0000,0000,0000,,So it turns out that in emerging\Nmarkets -- where the fish are --
Dialogue: 0,0:04:16.15,0:04:19.24,Default,,0000,0000,0000,,are the emerging middle class\Nof these countries --
Dialogue: 0,0:04:19.27,0:04:22.72,Default,,0000,0000,0000,,diseases of affluence:\Nheart disease, infertility.
Dialogue: 0,0:04:22.75,0:04:27.22,Default,,0000,0000,0000,,So it turns out that design\Nfor outcomes in one aspect
Dialogue: 0,0:04:27.25,0:04:30.77,Default,,0000,0000,0000,,really means thinking about design\Nfor manufacture and distribution.
Dialogue: 0,0:04:30.80,0:04:32.60,Default,,0000,0000,0000,,OK, that was an important lesson.
Dialogue: 0,0:04:33.01,0:04:37.17,Default,,0000,0000,0000,,Second, we took that lesson and tried\Nto push it into our next project.
Dialogue: 0,0:04:37.20,0:04:39.71,Default,,0000,0000,0000,,So we started by finding a manufacturer,
Dialogue: 0,0:04:39.73,0:04:42.03,Default,,0000,0000,0000,,an organization called MTTS in Vietnam,
Dialogue: 0,0:04:42.05,0:04:45.45,Default,,0000,0000,0000,,that manufactures newborn-care\Ntechnologies for Southeast Asia.
Dialogue: 0,0:04:45.47,0:04:47.36,Default,,0000,0000,0000,,Our other partner is East Meets West,
Dialogue: 0,0:04:47.38,0:04:50.01,Default,,0000,0000,0000,,an American foundation\Nthat distributes that technology
Dialogue: 0,0:04:50.03,0:04:52.68,Default,,0000,0000,0000,,to poor hospitals around that region.
Dialogue: 0,0:04:52.71,0:04:55.39,Default,,0000,0000,0000,,So we started with them, saying,\N"Well, what do you want?
Dialogue: 0,0:04:55.41,0:04:57.14,Default,,0000,0000,0000,,What's a problem you want to solve?"
Dialogue: 0,0:04:57.17,0:04:59.67,Default,,0000,0000,0000,,And they said, "Let's work\Non newborn jaundice."
Dialogue: 0,0:04:59.70,0:05:03.76,Default,,0000,0000,0000,,So this is another one of these\Nmind-boggling global problems.
Dialogue: 0,0:05:03.78,0:05:07.52,Default,,0000,0000,0000,,Jaundice affects two-thirds\Nof newborns around the world.
Dialogue: 0,0:05:07.54,0:05:12.07,Default,,0000,0000,0000,,Of those newborns, one in 10 roughly,
Dialogue: 0,0:05:12.09,0:05:14.57,Default,,0000,0000,0000,,if it's not treated,\Nthe jaundice gets so severe
Dialogue: 0,0:05:14.60,0:05:17.27,Default,,0000,0000,0000,,that it leads to either\Na life-long disability,
Dialogue: 0,0:05:17.29,0:05:19.83,Default,,0000,0000,0000,,or the kids could even die.
Dialogue: 0,0:05:20.33,0:05:22.05,Default,,0000,0000,0000,,There's one way to treat jaundice,
Dialogue: 0,0:05:22.07,0:05:24.61,Default,,0000,0000,0000,,and that's what's called\Nan exchange transfusion.
Dialogue: 0,0:05:24.64,0:05:28.48,Default,,0000,0000,0000,,So as you can imagine, that's expensive\Nand a little bit dangerous.
Dialogue: 0,0:05:28.50,0:05:30.29,Default,,0000,0000,0000,,There is another cure.
Dialogue: 0,0:05:30.31,0:05:35.96,Default,,0000,0000,0000,,It's very technological,\Nit's very complex, a little daunting.
Dialogue: 0,0:05:35.98,0:05:38.20,Default,,0000,0000,0000,,You've got to shine blue light on the kid.
Dialogue: 0,0:05:38.23,0:05:39.29,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:39.31,0:05:42.76,Default,,0000,0000,0000,,Bright blue light on as much\Nof the skin as you can cover.
Dialogue: 0,0:05:42.79,0:05:44.67,Default,,0000,0000,0000,,How is this a hard problem?
Dialogue: 0,0:05:44.69,0:05:50.33,Default,,0000,0000,0000,,I went to MIT. OK, we'll figure that out.
Dialogue: 0,0:05:50.36,0:05:51.79,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:05:51.82,0:05:52.98,Default,,0000,0000,0000,,So here's an example.
Dialogue: 0,0:05:53.01,0:05:57.52,Default,,0000,0000,0000,,This is an overhead phototherapy device\Nthat's designed for American hospitals,
Dialogue: 0,0:05:57.54,0:05:59.52,Default,,0000,0000,0000,,and here's how it's supposed to be used.
Dialogue: 0,0:05:59.54,0:06:03.41,Default,,0000,0000,0000,,It's over the baby,\Nilluminating a single patient.
Dialogue: 0,0:06:04.17,0:06:05.90,Default,,0000,0000,0000,,Take it out of an American hospital,
Dialogue: 0,0:06:05.93,0:06:08.14,Default,,0000,0000,0000,,send it overseas\Nto a crowded facility in Asia,
Dialogue: 0,0:06:08.16,0:06:09.61,Default,,0000,0000,0000,,here's how it's actually used.
Dialogue: 0,0:06:09.64,0:06:12.86,Default,,0000,0000,0000,,The effectiveness of phototherapy\Nis a function of light intensity.
Dialogue: 0,0:06:12.88,0:06:16.29,Default,,0000,0000,0000,,These dark blue squares show you\Nwhere it's effective phototherapy.
Dialogue: 0,0:06:16.32,0:06:18.35,Default,,0000,0000,0000,,Here's what it looks\Nlike under actual use.
Dialogue: 0,0:06:18.37,0:06:22.05,Default,,0000,0000,0000,,So those kids on the edges aren't actually\Nreceiving effective phototherapy.
Dialogue: 0,0:06:22.08,0:06:25.50,Default,,0000,0000,0000,,But without training,\Nwithout some kind of light meter,
Dialogue: 0,0:06:25.53,0:06:26.84,Default,,0000,0000,0000,,how would you know?
Dialogue: 0,0:06:27.34,0:06:29.40,Default,,0000,0000,0000,,We see other examples\Nof problems like this.
Dialogue: 0,0:06:29.42,0:06:31.24,Default,,0000,0000,0000,,Here's a neonatal intensive care unit,
Dialogue: 0,0:06:31.27,0:06:33.23,Default,,0000,0000,0000,,where moms come in to visit their babies.
Dialogue: 0,0:06:33.25,0:06:35.75,Default,,0000,0000,0000,,And keep in mind that Mom\Nmaybe just had a C-section,
Dialogue: 0,0:06:35.77,0:06:37.64,Default,,0000,0000,0000,,so that's already kind of a bummer.
Dialogue: 0,0:06:37.66,0:06:39.04,Default,,0000,0000,0000,,Mom's visiting her kid.
Dialogue: 0,0:06:39.06,0:06:42.19,Default,,0000,0000,0000,,She sees her baby naked,\Nlying under some blue lights,
Dialogue: 0,0:06:42.22,0:06:44.33,Default,,0000,0000,0000,,looking kind of vulnerable.
Dialogue: 0,0:06:44.36,0:06:47.37,Default,,0000,0000,0000,,It's not uncommon for Mom\Nto put a blanket over the baby.
Dialogue: 0,0:06:48.21,0:06:52.09,Default,,0000,0000,0000,,From a phototherapy standpoint,\Nmaybe not the best behavior.
Dialogue: 0,0:06:52.11,0:06:53.99,Default,,0000,0000,0000,,In fact, that sounds kind of dumb.
Dialogue: 0,0:06:54.01,0:06:58.80,Default,,0000,0000,0000,,Except, what we've learned is that\Nthere's no such thing as a dumb user --
Dialogue: 0,0:06:58.82,0:07:01.49,Default,,0000,0000,0000,,there are only dumb products.
Dialogue: 0,0:07:01.51,0:07:03.35,Default,,0000,0000,0000,,We have to think like existentialists:
Dialogue: 0,0:07:03.37,0:07:05.44,Default,,0000,0000,0000,,it's not the painting\Nwe would have painted,
Dialogue: 0,0:07:05.46,0:07:07.48,Default,,0000,0000,0000,,it's the painting\Nthat we actually painted.
Dialogue: 0,0:07:07.50,0:07:10.01,Default,,0000,0000,0000,,It's the use -- designed for actual use.
Dialogue: 0,0:07:10.03,0:07:12.03,Default,,0000,0000,0000,,How are people actually going to use this?
Dialogue: 0,0:07:12.48,0:07:15.56,Default,,0000,0000,0000,,So, similarly, when we think\Nabout our partner MTTS,
Dialogue: 0,0:07:15.58,0:07:19.01,Default,,0000,0000,0000,,they've made some amazing technologies\Nfor treating newborn illnesses.
Dialogue: 0,0:07:19.03,0:07:21.34,Default,,0000,0000,0000,,So here's an overhead warmer and a CPAP.
Dialogue: 0,0:07:21.37,0:07:24.11,Default,,0000,0000,0000,,They're inexpensive, really rugged.
Dialogue: 0,0:07:24.14,0:07:26.97,Default,,0000,0000,0000,,They've treated 50,000 kids\Nin Vietnam with this technology.
Dialogue: 0,0:07:26.100,0:07:28.35,Default,,0000,0000,0000,,But here's the problem:
Dialogue: 0,0:07:28.38,0:07:31.18,Default,,0000,0000,0000,,Every doctor in the world,\Nevery hospital administrator,
Dialogue: 0,0:07:31.20,0:07:36.46,Default,,0000,0000,0000,,has seen TV -- curse those "ER" reruns!
Dialogue: 0,0:07:36.48,0:07:40.13,Default,,0000,0000,0000,,Turns out they all know what a medical\Ndevice is supposed to look like.
Dialogue: 0,0:07:40.64,0:07:43.67,Default,,0000,0000,0000,,They want Buck Rogers,\Nthey don't want effective.
Dialogue: 0,0:07:44.05,0:07:45.81,Default,,0000,0000,0000,,It sounds crazy, it sounds dumb,
Dialogue: 0,0:07:45.83,0:07:48.100,Default,,0000,0000,0000,,but there are actually hospitals\Nwho would rather have no equipment
Dialogue: 0,0:07:49.02,0:07:51.08,Default,,0000,0000,0000,,than something that looks\Ncheap and crummy.
Dialogue: 0,0:07:51.10,0:07:54.40,Default,,0000,0000,0000,,So again, if we want\Npeople to trust a device,
Dialogue: 0,0:07:54.42,0:07:55.83,Default,,0000,0000,0000,,it has to look trustworthy.
Dialogue: 0,0:07:55.85,0:07:57.34,Default,,0000,0000,0000,,So thinking about outcomes,
Dialogue: 0,0:07:57.37,0:07:59.74,Default,,0000,0000,0000,,it turns out appearances matter.
Dialogue: 0,0:07:59.77,0:08:02.28,Default,,0000,0000,0000,,We took all that information together.
Dialogue: 0,0:08:02.30,0:08:04.63,Default,,0000,0000,0000,,We tried, this time, to get it right.
Dialogue: 0,0:08:04.65,0:08:06.04,Default,,0000,0000,0000,,And here's what we developed.
Dialogue: 0,0:08:06.07,0:08:08.00,Default,,0000,0000,0000,,This is the Firefly phototherapy device,
Dialogue: 0,0:08:08.03,0:08:10.88,Default,,0000,0000,0000,,except this time,\Nwe didn't stop at the concept car.
Dialogue: 0,0:08:11.69,0:08:14.94,Default,,0000,0000,0000,,From the very beginning, we started\Nby talking to manufacturers.
Dialogue: 0,0:08:14.96,0:08:18.11,Default,,0000,0000,0000,,Our goal is to make\Na state-of-the-art product
Dialogue: 0,0:08:18.13,0:08:20.82,Default,,0000,0000,0000,,that our partner MTTS\Ncan actually manufacture.
Dialogue: 0,0:08:20.84,0:08:24.93,Default,,0000,0000,0000,,Our goal is to study how they work,\Nthe resources they have access to,
Dialogue: 0,0:08:24.95,0:08:27.16,Default,,0000,0000,0000,,so that they can make this product.
Dialogue: 0,0:08:27.50,0:08:29.100,Default,,0000,0000,0000,,So that's the design\Nfor manufacture question.
Dialogue: 0,0:08:30.02,0:08:31.86,Default,,0000,0000,0000,,When we think about actual use,
Dialogue: 0,0:08:31.88,0:08:34.19,Default,,0000,0000,0000,,you'll notice that Firefly\Nhas a single bassinet.
Dialogue: 0,0:08:34.21,0:08:36.08,Default,,0000,0000,0000,,It only fits a single baby,
Dialogue: 0,0:08:36.11,0:08:40.14,Default,,0000,0000,0000,,and the idea here is it's obvious\Nhow you ought to use this device.
Dialogue: 0,0:08:40.17,0:08:42.04,Default,,0000,0000,0000,,If you try to put more than one kid in,
Dialogue: 0,0:08:42.06,0:08:44.09,Default,,0000,0000,0000,,you're stacking them on top of each other.
Dialogue: 0,0:08:44.12,0:08:45.75,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:45.77,0:08:48.54,Default,,0000,0000,0000,,So the idea here is you want\Nto make it hard to use wrong.
Dialogue: 0,0:08:48.57,0:08:51.24,Default,,0000,0000,0000,,In other words, you want to make\Nthe right way to use it
Dialogue: 0,0:08:51.26,0:08:53.20,Default,,0000,0000,0000,,the easiest way to use it.
Dialogue: 0,0:08:53.22,0:08:56.23,Default,,0000,0000,0000,,Another example -- again, silly Mom.
Dialogue: 0,0:08:56.26,0:08:59.81,Default,,0000,0000,0000,,Silly Mom thinks her baby looks cold,\Nwants to put a blanket over the baby.
Dialogue: 0,0:08:59.83,0:09:02.76,Default,,0000,0000,0000,,That's why we have lights\Nabove and below the baby in Firefly,
Dialogue: 0,0:09:02.78,0:09:04.82,Default,,0000,0000,0000,,so if Mom does put a blanket\Nover the baby,
Dialogue: 0,0:09:04.84,0:09:07.79,Default,,0000,0000,0000,,it's still receiving effective\Nphototherapy from below.
Dialogue: 0,0:09:08.64,0:09:09.95,Default,,0000,0000,0000,,Last story here:
Dialogue: 0,0:09:09.98,0:09:11.87,Default,,0000,0000,0000,,I've got a friend in India who told me
Dialogue: 0,0:09:11.90,0:09:14.88,Default,,0000,0000,0000,,that you haven't really tested\Na piece of electronic technology
Dialogue: 0,0:09:14.90,0:09:16.94,Default,,0000,0000,0000,,for distribution in Asia,
Dialogue: 0,0:09:16.97,0:09:19.41,Default,,0000,0000,0000,,until you've trained a cockroach\Nto climb in and pee
Dialogue: 0,0:09:19.44,0:09:21.89,Default,,0000,0000,0000,,on every single little\Ncomponent on the inside.
Dialogue: 0,0:09:21.91,0:09:23.70,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:23.72,0:09:25.08,Default,,0000,0000,0000,,You think it's funny.
Dialogue: 0,0:09:25.10,0:09:27.32,Default,,0000,0000,0000,,I had a laptop in the Peace Corps,
Dialogue: 0,0:09:27.34,0:09:29.55,Default,,0000,0000,0000,,and the screen had all these\Ndead pixels on it.
Dialogue: 0,0:09:29.57,0:09:32.36,Default,,0000,0000,0000,,And one day I looked in --\Nthey were all dead ants
Dialogue: 0,0:09:32.38,0:09:34.44,Default,,0000,0000,0000,,that had gotten\Ninto my laptop and perished.
Dialogue: 0,0:09:34.47,0:09:35.62,Default,,0000,0000,0000,,Those poor ants.
Dialogue: 0,0:09:35.64,0:09:37.18,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:37.21,0:09:40.77,Default,,0000,0000,0000,,So with Firefly, what we did is --\Nthe problem is electronics get hot,
Dialogue: 0,0:09:40.79,0:09:43.52,Default,,0000,0000,0000,,and you have to put in vents\Nor fans to keep them cool --
Dialogue: 0,0:09:43.54,0:09:44.78,Default,,0000,0000,0000,,in most products.
Dialogue: 0,0:09:44.81,0:09:49.59,Default,,0000,0000,0000,,We decided we can't put a "Do not enter"\Nsign next to the vent.
Dialogue: 0,0:09:49.62,0:09:51.62,Default,,0000,0000,0000,,We actually got rid of all that stuff.
Dialogue: 0,0:09:51.64,0:09:53.00,Default,,0000,0000,0000,,So Firefly's totally sealed.
Dialogue: 0,0:09:53.36,0:09:54.96,Default,,0000,0000,0000,,These are the kinds of lessons --
Dialogue: 0,0:09:54.98,0:09:57.62,Default,,0000,0000,0000,,as awkward as it was\Nto be a pretty goofy teenager,
Dialogue: 0,0:09:57.64,0:09:59.62,Default,,0000,0000,0000,,much worse to be a frustrated designer.
Dialogue: 0,0:09:59.65,0:10:02.76,Default,,0000,0000,0000,,So I was thinking, "What I really\Nwant to do is change the world.
Dialogue: 0,0:10:02.78,0:10:05.52,Default,,0000,0000,0000,,I have to pay attention\Nto manufacturing and distribution.
Dialogue: 0,0:10:05.55,0:10:09.54,Default,,0000,0000,0000,,I have to pay attention to how people\Nare actually going to use a device.
Dialogue: 0,0:10:09.56,0:10:12.58,Default,,0000,0000,0000,,I actually have to pay attention.\NThere's no excuse for failure.
Dialogue: 0,0:10:12.60,0:10:14.48,Default,,0000,0000,0000,,I have to think like an existentialist.
Dialogue: 0,0:10:14.50,0:10:17.74,Default,,0000,0000,0000,,I have to accept that there\Nare no dumb users, only dumb products."
Dialogue: 0,0:10:17.77,0:10:20.14,Default,,0000,0000,0000,,We have to ask ourselves hard questions.
Dialogue: 0,0:10:20.16,0:10:22.49,Default,,0000,0000,0000,,Are we designing\Nfor the world that we want?
Dialogue: 0,0:10:23.24,0:10:25.52,Default,,0000,0000,0000,,Are we designing\Nfor the world that we have?
Dialogue: 0,0:10:25.91,0:10:28.02,Default,,0000,0000,0000,,Are we designing\Nfor the world that's coming,
Dialogue: 0,0:10:28.04,0:10:29.34,Default,,0000,0000,0000,,whether we're ready or not?
Dialogue: 0,0:10:29.36,0:10:32.38,Default,,0000,0000,0000,,I got into this business\Ndesigning products.
Dialogue: 0,0:10:32.76,0:10:36.42,Default,,0000,0000,0000,,I've since learned that if you really want\Nto make a difference in the world,
Dialogue: 0,0:10:36.45,0:10:38.21,Default,,0000,0000,0000,,you have to design outcomes.
Dialogue: 0,0:10:38.24,0:10:39.78,Default,,0000,0000,0000,,And that's design that matters.
Dialogue: 0,0:10:39.80,0:10:40.95,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:40.98,0:10:44.60,Default,,0000,0000,0000,,(Applause)