[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.14,0:00:02.71,Default,,0000,0000,0000,,I've got a great idea that's going to change the world.
Dialogue: 0,0:00:02.71,0:00:04.42,Default,,0000,0000,0000,,It's fantastic, it's going to blow your mind.
Dialogue: 0,0:00:04.42,0:00:06.62,Default,,0000,0000,0000,,It's my beautiful baby.
Dialogue: 0,0:00:06.62,0:00:08.86,Default,,0000,0000,0000,,Here's the thing, everybody loves a beautiful baby.
Dialogue: 0,0:00:08.86,0:00:10.66,Default,,0000,0000,0000,,I mean, I was a beautiful baby.
Dialogue: 0,0:00:10.66,0:00:12.88,Default,,0000,0000,0000,,Here's me and my dad a couple days after I was born.
Dialogue: 0,0:00:12.88,0:00:14.53,Default,,0000,0000,0000,,So in the world of product design,
Dialogue: 0,0:00:14.53,0:00:17.60,Default,,0000,0000,0000,,the beautiful baby's like the concept car.
Dialogue: 0,0:00:17.60,0:00:18.100,Default,,0000,0000,0000,,It's the knock-out.
Dialogue: 0,0:00:18.100,0:00:21.76,Default,,0000,0000,0000,,You see it and you go, "Oh, my God. I'd buy that in a second!"
Dialogue: 0,0:00:21.76,0:00:25.06,Default,,0000,0000,0000,,So why is it that this year's new cars
Dialogue: 0,0:00:25.06,0:00:28.35,Default,,0000,0000,0000,,look pretty much exactly like last year's new cars?
Dialogue: 0,0:00:28.35,0:00:29.97,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:00:29.97,0:00:32.60,Default,,0000,0000,0000,,What went wrong between the design studio and the factory?
Dialogue: 0,0:00:32.60,0:00:35.20,Default,,0000,0000,0000,,Today I don't want to talk about beautiful babies,
Dialogue: 0,0:00:35.20,0:00:38.18,Default,,0000,0000,0000,,I want to talk about the awkward adolescence of design --
Dialogue: 0,0:00:38.18,0:00:42.18,Default,,0000,0000,0000,,those sort of dorky teenage years
Dialogue: 0,0:00:42.18,0:00:45.70,Default,,0000,0000,0000,,where you're trying to figure out how the world works.
Dialogue: 0,0:00:45.70,0:00:49.82,Default,,0000,0000,0000,,I'm going to start with an example from some work that we did on newborn health.
Dialogue: 0,0:00:49.82,0:00:51.80,Default,,0000,0000,0000,,So here's a problem:
Dialogue: 0,0:00:51.80,0:00:54.33,Default,,0000,0000,0000,,Four million babies around the world,
Dialogue: 0,0:00:54.33,0:00:55.53,Default,,0000,0000,0000,,mostly in developing countries,
Dialogue: 0,0:00:55.53,0:00:58.50,Default,,0000,0000,0000,,die every year before their first birthday,
Dialogue: 0,0:00:58.50,0:01:00.35,Default,,0000,0000,0000,,even before their first month of life.
Dialogue: 0,0:01:00.35,0:01:03.83,Default,,0000,0000,0000,,It turns out half of those kids, or about 1.8 million newborns around the world,
Dialogue: 0,0:01:03.83,0:01:06.46,Default,,0000,0000,0000,,would make it if you could just keep them warm
Dialogue: 0,0:01:06.46,0:01:09.56,Default,,0000,0000,0000,,for the first three days, maybe the first week.
Dialogue: 0,0:01:09.56,0:01:13.22,Default,,0000,0000,0000,,So this is a newborn intensive care unit in Kathmandu, Nepal.
Dialogue: 0,0:01:13.22,0:01:16.25,Default,,0000,0000,0000,,All of these kids in blankets belong in incubators --
Dialogue: 0,0:01:16.25,0:01:20.88,Default,,0000,0000,0000,,something like this. So this is a donated Japanese Atom incubator
Dialogue: 0,0:01:20.88,0:01:23.05,Default,,0000,0000,0000,,that we found in [unclear] in Kathmandu.
Dialogue: 0,0:01:23.05,0:01:25.32,Default,,0000,0000,0000,,This is what we want.
Dialogue: 0,0:01:25.32,0:01:27.93,Default,,0000,0000,0000,,Probably what happened is a hospital in Japan upgraded their equipment
Dialogue: 0,0:01:27.93,0:01:31.53,Default,,0000,0000,0000,,and donated their old stuff to Nepal.
Dialogue: 0,0:01:31.53,0:01:35.22,Default,,0000,0000,0000,,The problem is, without technicians, without spare parts,
Dialogue: 0,0:01:35.22,0:01:38.82,Default,,0000,0000,0000,,donations like this very quickly turn into junk.
Dialogue: 0,0:01:38.82,0:01:41.88,Default,,0000,0000,0000,,So this seemed like a problem that we could do something about.
Dialogue: 0,0:01:41.88,0:01:44.38,Default,,0000,0000,0000,,Keeping a baby warm for a week,
Dialogue: 0,0:01:44.38,0:01:46.38,Default,,0000,0000,0000,,that's not rocket science.
Dialogue: 0,0:01:46.38,0:01:48.16,Default,,0000,0000,0000,,So we got started.
Dialogue: 0,0:01:48.16,0:01:51.28,Default,,0000,0000,0000,,We partnered with a leading medical research institution here in Boston.
Dialogue: 0,0:01:51.28,0:01:54.100,Default,,0000,0000,0000,,We conducted months of user research overseas,
Dialogue: 0,0:01:54.100,0:01:57.63,Default,,0000,0000,0000,,trying to think like designers, human-centered design.
Dialogue: 0,0:01:57.63,0:02:00.58,Default,,0000,0000,0000,,Let's figure out what people want.
Dialogue: 0,0:02:00.58,0:02:02.53,Default,,0000,0000,0000,,We killed thousands of Post-it notes.
Dialogue: 0,0:02:02.53,0:02:05.46,Default,,0000,0000,0000,,We made dozens of prototypes to get to this.
Dialogue: 0,0:02:05.46,0:02:08.68,Default,,0000,0000,0000,,So this is the NeoNurture Infant Incubator,
Dialogue: 0,0:02:08.68,0:02:12.83,Default,,0000,0000,0000,,and this has a lot of smarts built into it. And we felt great.
Dialogue: 0,0:02:12.83,0:02:15.03,Default,,0000,0000,0000,,So the idea here is, unlike the concept car,
Dialogue: 0,0:02:15.03,0:02:17.04,Default,,0000,0000,0000,,we want to marry something beautiful
Dialogue: 0,0:02:17.04,0:02:19.25,Default,,0000,0000,0000,,with something that actually works.
Dialogue: 0,0:02:19.25,0:02:21.16,Default,,0000,0000,0000,,And our idea is that this design
Dialogue: 0,0:02:21.16,0:02:25.15,Default,,0000,0000,0000,,would inspire manufacturers and other people of influence
Dialogue: 0,0:02:25.15,0:02:27.68,Default,,0000,0000,0000,,to take this model and run with it.
Dialogue: 0,0:02:27.68,0:02:31.20,Default,,0000,0000,0000,,Here's the bad news:
Dialogue: 0,0:02:31.20,0:02:34.54,Default,,0000,0000,0000,,The only baby ever actually put inside the NeoNurture Incubator
Dialogue: 0,0:02:34.54,0:02:38.46,Default,,0000,0000,0000,,was this kid during a Time magazine photo shoot.
Dialogue: 0,0:02:38.46,0:02:40.89,Default,,0000,0000,0000,,So recognition is fantastic.
Dialogue: 0,0:02:40.89,0:02:43.99,Default,,0000,0000,0000,,We want design to get out for people to see it.
Dialogue: 0,0:02:43.99,0:02:45.23,Default,,0000,0000,0000,,It won lots of awards.
Dialogue: 0,0:02:45.23,0:02:47.28,Default,,0000,0000,0000,,But it felt like a booby prize.
Dialogue: 0,0:02:47.28,0:02:53.79,Default,,0000,0000,0000,,We wanted to make beautiful things that are going to make the world a better place,
Dialogue: 0,0:02:53.79,0:02:57.17,Default,,0000,0000,0000,,and I don't think this kid was even in it long enough to get warm.
Dialogue: 0,0:02:57.17,0:03:00.07,Default,,0000,0000,0000,,So it turns out that design for inspiration
Dialogue: 0,0:03:00.07,0:03:02.58,Default,,0000,0000,0000,,doesn't really --
Dialogue: 0,0:03:02.58,0:03:06.13,Default,,0000,0000,0000,,I guess what I would say is, for us, for what I want to do,
Dialogue: 0,0:03:06.13,0:03:10.18,Default,,0000,0000,0000,,it's either too slow or it just doesn't work, it's ineffective.
Dialogue: 0,0:03:10.18,0:03:12.98,Default,,0000,0000,0000,,So really I want to design for outcomes.
Dialogue: 0,0:03:12.98,0:03:14.48,Default,,0000,0000,0000,,I don't want to make beautiful stuff.
Dialogue: 0,0:03:14.48,0:03:16.22,Default,,0000,0000,0000,,I want to make the world a better place.
Dialogue: 0,0:03:16.22,0:03:18.57,Default,,0000,0000,0000,,So when we were designing NeoNurture,
Dialogue: 0,0:03:18.57,0:03:21.49,Default,,0000,0000,0000,,we paid a lot of attention to the people who are going to use this thing --
Dialogue: 0,0:03:21.49,0:03:24.05,Default,,0000,0000,0000,,for example, poor families, rural doctors,
Dialogue: 0,0:03:24.05,0:03:27.70,Default,,0000,0000,0000,,overloaded nurses, even repair technicians.
Dialogue: 0,0:03:27.70,0:03:30.35,Default,,0000,0000,0000,,We thought we had all our bases covered, we'd done everything right.
Dialogue: 0,0:03:30.35,0:03:33.30,Default,,0000,0000,0000,,Well it turns out there's this whole constellation of people
Dialogue: 0,0:03:33.30,0:03:36.40,Default,,0000,0000,0000,,who have to be involved in a product for it to be successful:
Dialogue: 0,0:03:36.40,0:03:39.10,Default,,0000,0000,0000,,manufacturing, financing, distribution, regulation.
Dialogue: 0,0:03:39.10,0:03:44.10,Default,,0000,0000,0000,,Michael Free at PATH says you have to figure out who will "choose, use and pay the dues"
Dialogue: 0,0:03:44.10,0:03:45.88,Default,,0000,0000,0000,,for a product like this.
Dialogue: 0,0:03:45.88,0:03:48.06,Default,,0000,0000,0000,,And I have to ask the question --
Dialogue: 0,0:03:48.06,0:03:51.08,Default,,0000,0000,0000,,VC's always ask, "Sir, what is your business, and who is your customer?"
Dialogue: 0,0:03:51.10,0:03:54.12,Default,,0000,0000,0000,,Who is our customer? Well here's an example.
Dialogue: 0,0:03:54.12,0:03:57.50,Default,,0000,0000,0000,,This is a Bangladeshi hospital director outside his facility.
Dialogue: 0,0:03:57.50,0:03:59.76,Default,,0000,0000,0000,,It turns out he doesn't buy any of his equipment.
Dialogue: 0,0:03:59.76,0:04:02.55,Default,,0000,0000,0000,,Those decisions are made by the Ministry of Health
Dialogue: 0,0:04:02.55,0:04:04.62,Default,,0000,0000,0000,,or by foreign donors,
Dialogue: 0,0:04:04.62,0:04:06.02,Default,,0000,0000,0000,,and it just kind of shows up.
Dialogue: 0,0:04:06.02,0:04:09.32,Default,,0000,0000,0000,,Similarly, here's a multinational medical device manufacturer.
Dialogue: 0,0:04:09.32,0:04:12.08,Default,,0000,0000,0000,,It turns out they've got to fish where the fish are.
Dialogue: 0,0:04:12.08,0:04:15.71,Default,,0000,0000,0000,,So it turns out that in emerging markets, where the fish are,
Dialogue: 0,0:04:15.71,0:04:18.92,Default,,0000,0000,0000,,are the emerging middle class of these countries --
Dialogue: 0,0:04:18.92,0:04:22.42,Default,,0000,0000,0000,,diseases of affluence: heart disease, infertility.
Dialogue: 0,0:04:22.42,0:04:27.25,Default,,0000,0000,0000,,So it turns out that design for outcomes in one aspect
Dialogue: 0,0:04:27.25,0:04:30.36,Default,,0000,0000,0000,,really means thinking about design for manufacture and distribution.
Dialogue: 0,0:04:30.36,0:04:32.25,Default,,0000,0000,0000,,Okay, that was an important lesson.
Dialogue: 0,0:04:32.25,0:04:37.13,Default,,0000,0000,0000,,Second, we took that lesson and tried to push it into our next project.
Dialogue: 0,0:04:37.13,0:04:39.73,Default,,0000,0000,0000,,So we started by finding a manufacturer,
Dialogue: 0,0:04:39.73,0:04:41.46,Default,,0000,0000,0000,,an organization called MTTS in Vietnam,
Dialogue: 0,0:04:41.46,0:04:44.93,Default,,0000,0000,0000,,that manufactures newborn care technologies for Southeast Asia.
Dialogue: 0,0:04:44.93,0:04:46.96,Default,,0000,0000,0000,,Our other partner is East Meets West.
Dialogue: 0,0:04:46.96,0:04:49.85,Default,,0000,0000,0000,,This is an American foundation that distributes that technology
Dialogue: 0,0:04:49.85,0:04:52.51,Default,,0000,0000,0000,,to poor hospitals around that region.
Dialogue: 0,0:04:52.51,0:04:55.28,Default,,0000,0000,0000,,So we started with them saying, "Well what do you want?
Dialogue: 0,0:04:55.28,0:04:56.75,Default,,0000,0000,0000,,What's a problem you want to solve?"
Dialogue: 0,0:04:56.75,0:04:59.18,Default,,0000,0000,0000,,And they said, "Well let's work on newborn jaundice."
Dialogue: 0,0:04:59.18,0:05:02.62,Default,,0000,0000,0000,,So this is another one of these mind-boggling global problems.
Dialogue: 0,0:05:02.62,0:05:06.78,Default,,0000,0000,0000,,So jaundice affects two-thirds of newborns around the world.
Dialogue: 0,0:05:06.78,0:05:11.77,Default,,0000,0000,0000,,Of those newborns, one in 10 roughly,
Dialogue: 0,0:05:11.77,0:05:14.21,Default,,0000,0000,0000,,if it's not treated, the jaundice gets so severe
Dialogue: 0,0:05:14.21,0:05:17.29,Default,,0000,0000,0000,,that it leads to either a life-long disability,
Dialogue: 0,0:05:17.29,0:05:19.18,Default,,0000,0000,0000,,or the kids could even die.
Dialogue: 0,0:05:19.18,0:05:21.51,Default,,0000,0000,0000,,There's one way to treat jaundice,
Dialogue: 0,0:05:21.51,0:05:24.06,Default,,0000,0000,0000,,and that's what's called an exchange transfusion.
Dialogue: 0,0:05:24.06,0:05:27.40,Default,,0000,0000,0000,,So as you can imagine, that's expensive and a little bit dangerous.
Dialogue: 0,0:05:27.40,0:05:29.76,Default,,0000,0000,0000,,There is another cure.
Dialogue: 0,0:05:29.76,0:05:35.16,Default,,0000,0000,0000,,It's very technological, it's very complex, a little daunting.
Dialogue: 0,0:05:35.16,0:05:38.13,Default,,0000,0000,0000,,You've got to shine blue light on the kid --
Dialogue: 0,0:05:38.13,0:05:42.19,Default,,0000,0000,0000,,bright blue light on as much of the skin as you can cover.
Dialogue: 0,0:05:42.19,0:05:44.69,Default,,0000,0000,0000,,How is this a hard problem?
Dialogue: 0,0:05:44.69,0:05:48.17,Default,,0000,0000,0000,,So I went to MIT,
Dialogue: 0,0:05:48.17,0:05:51.41,Default,,0000,0000,0000,,Okay, we'll figure that out. (Laughter)
Dialogue: 0,0:05:51.41,0:05:54.29,Default,,0000,0000,0000,,So here's an example. This is an overhead phototherapy device
Dialogue: 0,0:05:54.29,0:05:57.11,Default,,0000,0000,0000,,that's designed for American hospitals.
Dialogue: 0,0:05:57.11,0:05:59.54,Default,,0000,0000,0000,,And here's how it's supposed to be used.
Dialogue: 0,0:05:59.54,0:06:03.01,Default,,0000,0000,0000,,So it's over the baby, illuminating a single patient.
Dialogue: 0,0:06:03.01,0:06:05.24,Default,,0000,0000,0000,,Take it out of an American hospital,
Dialogue: 0,0:06:05.24,0:06:07.16,Default,,0000,0000,0000,,send it overseas to a crowded facility in Asia,
Dialogue: 0,0:06:07.16,0:06:09.03,Default,,0000,0000,0000,,here's how it's actually used.
Dialogue: 0,0:06:09.03,0:06:12.18,Default,,0000,0000,0000,,The effectiveness of phototherapy is a function of light intensity.
Dialogue: 0,0:06:12.18,0:06:15.48,Default,,0000,0000,0000,,So these dark blue squares show you where it's effective phototherapy.
Dialogue: 0,0:06:15.48,0:06:18.34,Default,,0000,0000,0000,,Here's what it looks like under actual use.
Dialogue: 0,0:06:18.34,0:06:19.46,Default,,0000,0000,0000,,So those kids on the edges
Dialogue: 0,0:06:19.46,0:06:22.08,Default,,0000,0000,0000,,aren't actually receiving effective phototherapy.
Dialogue: 0,0:06:22.08,0:06:24.81,Default,,0000,0000,0000,,But without training, without some kind of light meter,
Dialogue: 0,0:06:24.81,0:06:26.78,Default,,0000,0000,0000,,how would you know?
Dialogue: 0,0:06:26.78,0:06:28.73,Default,,0000,0000,0000,,We see other examples of problems like this.
Dialogue: 0,0:06:28.73,0:06:30.44,Default,,0000,0000,0000,,So here's a neonatal intensive care unit
Dialogue: 0,0:06:30.44,0:06:32.81,Default,,0000,0000,0000,,where moms come in to visit their babies.
Dialogue: 0,0:06:32.81,0:06:35.38,Default,,0000,0000,0000,,And keep in mind, Mom maybe just had a C-section,
Dialogue: 0,0:06:35.38,0:06:37.26,Default,,0000,0000,0000,,so that's already kind of a bummer.
Dialogue: 0,0:06:37.26,0:06:38.56,Default,,0000,0000,0000,,Mom's visiting her kid.
Dialogue: 0,0:06:38.56,0:06:42.03,Default,,0000,0000,0000,,She sees her baby naked, lying under some blue lights,
Dialogue: 0,0:06:42.03,0:06:43.91,Default,,0000,0000,0000,,looking kind of vulnerable.
Dialogue: 0,0:06:43.91,0:06:47.04,Default,,0000,0000,0000,,It's not uncommon for Mom to put a blanket over the baby.
Dialogue: 0,0:06:47.04,0:06:51.01,Default,,0000,0000,0000,,From a phototherapy standpoint, maybe not the best behavior.
Dialogue: 0,0:06:51.01,0:06:54.01,Default,,0000,0000,0000,,In fact that sounds kind of dumb.
Dialogue: 0,0:06:54.01,0:06:56.18,Default,,0000,0000,0000,,Except, what we've learned
Dialogue: 0,0:06:56.18,0:06:59.84,Default,,0000,0000,0000,,is that there's no such thing as a dumb user -- really is what we've learned.
Dialogue: 0,0:06:59.84,0:07:01.51,Default,,0000,0000,0000,,There are only dumb products.
Dialogue: 0,0:07:01.51,0:07:03.19,Default,,0000,0000,0000,,We have to think like existentialists.
Dialogue: 0,0:07:03.19,0:07:04.71,Default,,0000,0000,0000,,It's not the painting we would have painted,
Dialogue: 0,0:07:04.71,0:07:06.71,Default,,0000,0000,0000,,it's the painting that we actually painted.
Dialogue: 0,0:07:06.71,0:07:10.03,Default,,0000,0000,0000,,It's the use -- designed for actual use.
Dialogue: 0,0:07:10.03,0:07:11.38,Default,,0000,0000,0000,,How are people actually going to use this?
Dialogue: 0,0:07:11.38,0:07:15.58,Default,,0000,0000,0000,,So similarly, when we think about our partner MTTS,
Dialogue: 0,0:07:15.58,0:07:18.98,Default,,0000,0000,0000,,they've made some amazing technologies for treating newborn illnesses.
Dialogue: 0,0:07:18.98,0:07:20.93,Default,,0000,0000,0000,,So here's an overhead warmer and a CPAP.
Dialogue: 0,0:07:20.93,0:07:23.75,Default,,0000,0000,0000,,They're inexpensive, really rugged.
Dialogue: 0,0:07:23.75,0:07:26.86,Default,,0000,0000,0000,,They've treated 50,000 kids in Vietnam with this technology.
Dialogue: 0,0:07:26.86,0:07:27.93,Default,,0000,0000,0000,,But here's the problem:
Dialogue: 0,0:07:27.93,0:07:30.50,Default,,0000,0000,0000,,Every doctor in the world, every hospital administrator,
Dialogue: 0,0:07:30.50,0:07:35.41,Default,,0000,0000,0000,,has seen TV -- curse those "E.R." reruns.
Dialogue: 0,0:07:35.41,0:07:39.78,Default,,0000,0000,0000,,Turns out they all know what a medical device is supposed to look like.
Dialogue: 0,0:07:39.78,0:07:43.31,Default,,0000,0000,0000,,They want Buck Rogers, they don't want effective.
Dialogue: 0,0:07:43.31,0:07:45.83,Default,,0000,0000,0000,,It sounds crazy, it sounds dumb,
Dialogue: 0,0:07:45.83,0:07:48.22,Default,,0000,0000,0000,,but there are actually hospitals who would rather have no equipment
Dialogue: 0,0:07:48.22,0:07:50.68,Default,,0000,0000,0000,,than something that looks cheap and crummy.
Dialogue: 0,0:07:50.68,0:07:54.15,Default,,0000,0000,0000,,So again, if we want people to trust a device,
Dialogue: 0,0:07:54.15,0:07:55.85,Default,,0000,0000,0000,,it has to look trustworthy.
Dialogue: 0,0:07:55.85,0:07:57.37,Default,,0000,0000,0000,,So thinking about outcomes,
Dialogue: 0,0:07:57.37,0:07:59.77,Default,,0000,0000,0000,,it turns out appearances matter.
Dialogue: 0,0:07:59.77,0:08:02.08,Default,,0000,0000,0000,,So we took all that information together.
Dialogue: 0,0:08:02.08,0:08:04.37,Default,,0000,0000,0000,,We tried, this time, to get it right.
Dialogue: 0,0:08:04.37,0:08:05.77,Default,,0000,0000,0000,,And here's what we developed.
Dialogue: 0,0:08:05.77,0:08:07.85,Default,,0000,0000,0000,,So this is the Firefly Phototherapy Device,
Dialogue: 0,0:08:07.85,0:08:10.90,Default,,0000,0000,0000,,except this time we didn't stop at the concept car.
Dialogue: 0,0:08:10.90,0:08:14.53,Default,,0000,0000,0000,,So from the very beginning we started by talking to manufacturers.
Dialogue: 0,0:08:14.53,0:08:17.60,Default,,0000,0000,0000,,Our goal is to make a state-of-the-art product
Dialogue: 0,0:08:17.60,0:08:20.44,Default,,0000,0000,0000,,that our partner MTTS can actually manufacture.
Dialogue: 0,0:08:20.44,0:08:24.34,Default,,0000,0000,0000,,So our goal is to study how they work, the resources they have access to,
Dialogue: 0,0:08:24.34,0:08:26.92,Default,,0000,0000,0000,,so that they can make this product.
Dialogue: 0,0:08:26.92,0:08:30.02,Default,,0000,0000,0000,,So that's the design for manufacture question.
Dialogue: 0,0:08:30.02,0:08:31.28,Default,,0000,0000,0000,,When we think about actual use,
Dialogue: 0,0:08:31.28,0:08:33.77,Default,,0000,0000,0000,,you'll notice that Firefly has a single bassinet.
Dialogue: 0,0:08:33.77,0:08:35.83,Default,,0000,0000,0000,,It only fits a single baby.
Dialogue: 0,0:08:35.83,0:08:40.17,Default,,0000,0000,0000,,And the idea here is it's obvious how you ought to use this device.
Dialogue: 0,0:08:40.17,0:08:41.68,Default,,0000,0000,0000,,If you try to put more than one kid in,
Dialogue: 0,0:08:41.68,0:08:43.22,Default,,0000,0000,0000,,you're stacking them on top of each other.
Dialogue: 0,0:08:43.22,0:08:44.35,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:44.35,0:08:48.57,Default,,0000,0000,0000,,So the idea here is we say, you want to make it hard to use wrong.
Dialogue: 0,0:08:48.57,0:08:50.55,Default,,0000,0000,0000,,In other words, you want to make the right way to use it
Dialogue: 0,0:08:50.55,0:08:53.02,Default,,0000,0000,0000,,the easiest way to use it.
Dialogue: 0,0:08:53.02,0:08:55.95,Default,,0000,0000,0000,,Another example: Again, silly mom.
Dialogue: 0,0:08:55.95,0:08:58.95,Default,,0000,0000,0000,,Silly mom thinks her baby looks cold, wants to put a blanket over the baby.
Dialogue: 0,0:08:58.95,0:09:02.02,Default,,0000,0000,0000,,Well that's why we have lights above and below the baby in Firefly.
Dialogue: 0,0:09:02.02,0:09:04.10,Default,,0000,0000,0000,,So if mom does put a blanket over the baby,
Dialogue: 0,0:09:04.10,0:09:07.29,Default,,0000,0000,0000,,it's still receiving effective phototherapy from below.
Dialogue: 0,0:09:07.29,0:09:09.28,Default,,0000,0000,0000,,Last story here:
Dialogue: 0,0:09:09.28,0:09:11.18,Default,,0000,0000,0000,,I've got a friend in India who told me
Dialogue: 0,0:09:11.18,0:09:14.47,Default,,0000,0000,0000,,that you haven't really tested a piece of electronic technology
Dialogue: 0,0:09:14.47,0:09:16.55,Default,,0000,0000,0000,,for distribution in Asia
Dialogue: 0,0:09:16.55,0:09:19.17,Default,,0000,0000,0000,,until you've trained a cockroach to climb in
Dialogue: 0,0:09:19.17,0:09:21.35,Default,,0000,0000,0000,,and pee on every single little component on the inside.
Dialogue: 0,0:09:21.35,0:09:22.78,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:09:22.78,0:09:24.92,Default,,0000,0000,0000,,You think it's funny.
Dialogue: 0,0:09:24.92,0:09:26.55,Default,,0000,0000,0000,,I had a laptop in the Peace Corps,
Dialogue: 0,0:09:26.55,0:09:29.17,Default,,0000,0000,0000,,and the screen had all these dead pixels on it.
Dialogue: 0,0:09:29.17,0:09:31.40,Default,,0000,0000,0000,,And one day I looked in, they were all dead ants
Dialogue: 0,0:09:31.40,0:09:33.90,Default,,0000,0000,0000,,that had gotten into my laptop and perished --
Dialogue: 0,0:09:33.90,0:09:35.20,Default,,0000,0000,0000,,those poor ants!
Dialogue: 0,0:09:35.20,0:09:38.37,Default,,0000,0000,0000,,So with Firefly, what we did is --
Dialogue: 0,0:09:38.37,0:09:40.10,Default,,0000,0000,0000,,the problem is electronics get hot
Dialogue: 0,0:09:40.10,0:09:43.20,Default,,0000,0000,0000,,and you have to put in vents or fans to keep them cool --
Dialogue: 0,0:09:43.20,0:09:44.60,Default,,0000,0000,0000,,in most products.
Dialogue: 0,0:09:44.60,0:09:48.83,Default,,0000,0000,0000,,We decided that I can't put a "do not enter" sign next to the vent.
Dialogue: 0,0:09:48.83,0:09:50.80,Default,,0000,0000,0000,,We actually got rid of all of that stuff.
Dialogue: 0,0:09:50.80,0:09:52.63,Default,,0000,0000,0000,,So Firefly's totally sealed.
Dialogue: 0,0:09:52.63,0:09:54.23,Default,,0000,0000,0000,,These are the kinds of lessons --
Dialogue: 0,0:09:54.23,0:09:57.08,Default,,0000,0000,0000,,as awkward as it was to be a pretty goofy teenager,
Dialogue: 0,0:09:57.08,0:09:59.35,Default,,0000,0000,0000,,much worse to be a frustrated designer.
Dialogue: 0,0:09:59.35,0:10:02.40,Default,,0000,0000,0000,,So I was thinking about, what I really want to do is change the world.
Dialogue: 0,0:10:02.40,0:10:04.90,Default,,0000,0000,0000,,I have to pay attention to manufacturing and distribution.
Dialogue: 0,0:10:04.90,0:10:08.50,Default,,0000,0000,0000,,I have to pay attention to how people are actually going to use a device.
Dialogue: 0,0:10:08.50,0:10:12.52,Default,,0000,0000,0000,,I actually have to pay attention. Really, there's no excuse for failure.
Dialogue: 0,0:10:12.52,0:10:14.07,Default,,0000,0000,0000,,I have to think like an existentialist.
Dialogue: 0,0:10:14.07,0:10:15.90,Default,,0000,0000,0000,,I have to accept that there are no dumb users,
Dialogue: 0,0:10:15.90,0:10:17.77,Default,,0000,0000,0000,,that there's only dumb products.
Dialogue: 0,0:10:17.77,0:10:19.91,Default,,0000,0000,0000,,We have to ask ourselves hard questions.
Dialogue: 0,0:10:19.91,0:10:23.24,Default,,0000,0000,0000,,Are we designing for the world that we want?
Dialogue: 0,0:10:23.24,0:10:25.39,Default,,0000,0000,0000,,Are we designing for the world that we have?
Dialogue: 0,0:10:25.39,0:10:27.43,Default,,0000,0000,0000,,Are we designing for the world that's coming,
Dialogue: 0,0:10:27.43,0:10:28.88,Default,,0000,0000,0000,,whether we're ready or not?
Dialogue: 0,0:10:28.88,0:10:32.23,Default,,0000,0000,0000,,I got into this business designing products.
Dialogue: 0,0:10:32.23,0:10:35.53,Default,,0000,0000,0000,,I've since learned that if you really want to make a difference in the world,
Dialogue: 0,0:10:35.53,0:10:37.71,Default,,0000,0000,0000,,you have to design outcomes.
Dialogue: 0,0:10:37.71,0:10:39.33,Default,,0000,0000,0000,,And that's design that matters.
Dialogue: 0,0:10:39.33,0:10:40.59,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:10:40.59,0:10:44.28,Default,,0000,0000,0000,,(Applause)