[Script Info]
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[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.78,0:00:04.50,Default,,0000,0000,0000,,What do you think of when I say the word "design"?
Dialogue: 0,0:00:04.50,0:00:06.82,Default,,0000,0000,0000,,You probably think of things like this,
Dialogue: 0,0:00:06.82,0:00:10.33,Default,,0000,0000,0000,,finely crafted objects that you can hold in your hand,
Dialogue: 0,0:00:10.33,0:00:13.26,Default,,0000,0000,0000,,or maybe logos and posters and maps
Dialogue: 0,0:00:13.26,0:00:15.18,Default,,0000,0000,0000,,that visually explain things,
Dialogue: 0,0:00:15.18,0:00:18.34,Default,,0000,0000,0000,,classic icons of timeless design.
Dialogue: 0,0:00:18.34,0:00:21.22,Default,,0000,0000,0000,,But I'm not here to talk about that kind of design.
Dialogue: 0,0:00:21.22,0:00:22.38,Default,,0000,0000,0000,,I want to talk about the kind
Dialogue: 0,0:00:22.38,0:00:24.40,Default,,0000,0000,0000,,that you probably use every day
Dialogue: 0,0:00:24.40,0:00:26.16,Default,,0000,0000,0000,,and may not give much thought to,
Dialogue: 0,0:00:26.16,0:00:28.28,Default,,0000,0000,0000,,designs that change all the time
Dialogue: 0,0:00:28.28,0:00:30.53,Default,,0000,0000,0000,,and that live inside your pocket.
Dialogue: 0,0:00:30.53,0:00:32.60,Default,,0000,0000,0000,,I'm talking about the design
Dialogue: 0,0:00:32.60,0:00:34.65,Default,,0000,0000,0000,,of digital experiences
Dialogue: 0,0:00:34.65,0:00:37.39,Default,,0000,0000,0000,,and specifically the design of systems
Dialogue: 0,0:00:37.39,0:00:39.02,Default,,0000,0000,0000,,that are so big that their scale
Dialogue: 0,0:00:39.02,0:00:41.11,Default,,0000,0000,0000,,can be hard to comprehend.
Dialogue: 0,0:00:41.11,0:00:43.37,Default,,0000,0000,0000,,Consider the fact that Google processes
Dialogue: 0,0:00:43.37,0:00:47.16,Default,,0000,0000,0000,,over one billion search queries every day,
Dialogue: 0,0:00:47.16,0:00:49.32,Default,,0000,0000,0000,,that every minute, over 100 hours
Dialogue: 0,0:00:49.32,0:00:51.52,Default,,0000,0000,0000,,of footage are uploaded to YouTube.
Dialogue: 0,0:00:51.52,0:00:53.29,Default,,0000,0000,0000,,That's more in a single day
Dialogue: 0,0:00:53.29,0:00:56.04,Default,,0000,0000,0000,,than all three major U.S. networks broadcast
Dialogue: 0,0:00:56.04,0:00:59.32,Default,,0000,0000,0000,,in the last five years combined.
Dialogue: 0,0:00:59.32,0:01:01.62,Default,,0000,0000,0000,,And Facebook transmitting the photos,
Dialogue: 0,0:01:01.62,0:01:02.82,Default,,0000,0000,0000,,messages and stories
Dialogue: 0,0:01:02.82,0:01:05.99,Default,,0000,0000,0000,,of over 1.23 billion people.
Dialogue: 0,0:01:05.99,0:01:08.73,Default,,0000,0000,0000,,That's almost half of the Internet population,
Dialogue: 0,0:01:08.73,0:01:11.40,Default,,0000,0000,0000,,and a sixth of humanity.
Dialogue: 0,0:01:11.40,0:01:12.42,Default,,0000,0000,0000,,These are some of the products
Dialogue: 0,0:01:12.42,0:01:15.17,Default,,0000,0000,0000,,that I've helped design over the course of my career,
Dialogue: 0,0:01:15.17,0:01:17.29,Default,,0000,0000,0000,,and their scale is so massive
Dialogue: 0,0:01:17.29,0:01:19.18,Default,,0000,0000,0000,,that they've produced unprecedented
Dialogue: 0,0:01:19.18,0:01:21.03,Default,,0000,0000,0000,,design challenges.
Dialogue: 0,0:01:21.03,0:01:23.39,Default,,0000,0000,0000,,But what is really hard
Dialogue: 0,0:01:23.39,0:01:26.12,Default,,0000,0000,0000,,about designing at scale is this:
Dialogue: 0,0:01:26.12,0:01:27.96,Default,,0000,0000,0000,,It's hard in part because
Dialogue: 0,0:01:27.96,0:01:30.86,Default,,0000,0000,0000,,it requires a combination of two things,
Dialogue: 0,0:01:30.86,0:01:33.64,Default,,0000,0000,0000,,audacity and humility —
Dialogue: 0,0:01:33.64,0:01:37.48,Default,,0000,0000,0000,,audacity to believe that the thing that you're making
Dialogue: 0,0:01:37.48,0:01:40.78,Default,,0000,0000,0000,,is something that the entire world wants and needs,
Dialogue: 0,0:01:40.78,0:01:43.87,Default,,0000,0000,0000,,and humility to understand that as a designer,
Dialogue: 0,0:01:43.87,0:01:46.31,Default,,0000,0000,0000,,it's not about you or your portfolio,
Dialogue: 0,0:01:46.31,0:01:48.91,Default,,0000,0000,0000,,it's about the people that you're designing for,
Dialogue: 0,0:01:48.91,0:01:50.80,Default,,0000,0000,0000,,and how your work just might help them
Dialogue: 0,0:01:50.80,0:01:52.41,Default,,0000,0000,0000,,live better lives.
Dialogue: 0,0:01:52.41,0:01:55.03,Default,,0000,0000,0000,,Now, unfortunately, there's no school
Dialogue: 0,0:01:55.03,0:01:59.12,Default,,0000,0000,0000,,that offers the course Designing for Humanity 101.
Dialogue: 0,0:01:59.12,0:02:00.69,Default,,0000,0000,0000,,I and the other designers
Dialogue: 0,0:02:00.69,0:02:02.44,Default,,0000,0000,0000,,who work on these kinds of products
Dialogue: 0,0:02:02.44,0:02:05.79,Default,,0000,0000,0000,,have had to invent it as we go along,
Dialogue: 0,0:02:05.79,0:02:07.40,Default,,0000,0000,0000,,and we are teaching ourselves
Dialogue: 0,0:02:07.40,0:02:09.27,Default,,0000,0000,0000,,the emerging best practices
Dialogue: 0,0:02:09.27,0:02:11.25,Default,,0000,0000,0000,,of designing at scale,
Dialogue: 0,0:02:11.25,0:02:13.20,Default,,0000,0000,0000,,and today I'd like share some of the things
Dialogue: 0,0:02:13.20,0:02:15.28,Default,,0000,0000,0000,,that we've learned over the years.
Dialogue: 0,0:02:15.28,0:02:16.52,Default,,0000,0000,0000,,Now, the first thing that you need to know
Dialogue: 0,0:02:16.52,0:02:17.65,Default,,0000,0000,0000,,about designing at scale
Dialogue: 0,0:02:17.65,0:02:20.62,Default,,0000,0000,0000,,is that the little things really matter.
Dialogue: 0,0:02:20.62,0:02:22.56,Default,,0000,0000,0000,,Here's a really good example of how
Dialogue: 0,0:02:22.56,0:02:26.06,Default,,0000,0000,0000,,a very tiny design element can make a big impact.
Dialogue: 0,0:02:26.06,0:02:29.14,Default,,0000,0000,0000,,The team at Facebook that manages
Dialogue: 0,0:02:29.14,0:02:31.25,Default,,0000,0000,0000,,the Facebook "Like" button
Dialogue: 0,0:02:31.25,0:02:33.72,Default,,0000,0000,0000,,decided that it needed to be redesigned.
Dialogue: 0,0:02:33.72,0:02:36.15,Default,,0000,0000,0000,,The button had kind of gotten out of sync
Dialogue: 0,0:02:36.15,0:02:37.60,Default,,0000,0000,0000,,with the evolution of our brand
Dialogue: 0,0:02:37.60,0:02:39.38,Default,,0000,0000,0000,,and it needed to be modernized.
Dialogue: 0,0:02:39.38,0:02:41.25,Default,,0000,0000,0000,,Now you might think, well, it's a tiny little button,
Dialogue: 0,0:02:41.25,0:02:43.24,Default,,0000,0000,0000,,it probably is a pretty straightforward,
Dialogue: 0,0:02:43.24,0:02:46.26,Default,,0000,0000,0000,,easy design assignment, but it wasn't.
Dialogue: 0,0:02:46.26,0:02:48.38,Default,,0000,0000,0000,,Turns out, there were all kinds of constraints
Dialogue: 0,0:02:48.38,0:02:50.19,Default,,0000,0000,0000,,for the design of this button.
Dialogue: 0,0:02:50.19,0:02:53.64,Default,,0000,0000,0000,,You had to work within specific\Nheight and width parameters.
Dialogue: 0,0:02:53.64,0:02:55.94,Default,,0000,0000,0000,,You had to be careful to make it work
Dialogue: 0,0:02:55.94,0:02:57.70,Default,,0000,0000,0000,,in a bunch of different languages,
Dialogue: 0,0:02:57.70,0:03:00.76,Default,,0000,0000,0000,,and be careful about using\Nfancy gradients or borders
Dialogue: 0,0:03:00.76,0:03:02.90,Default,,0000,0000,0000,,because it has to degrade gracefully
Dialogue: 0,0:03:02.90,0:03:04.65,Default,,0000,0000,0000,,in old web browsers.
Dialogue: 0,0:03:04.65,0:03:07.32,Default,,0000,0000,0000,,The truth is, designing this tiny little button
Dialogue: 0,0:03:07.32,0:03:09.51,Default,,0000,0000,0000,,was a huge pain in the butt.
Dialogue: 0,0:03:09.51,0:03:11.56,Default,,0000,0000,0000,,Now, this is the new version of the button,
Dialogue: 0,0:03:11.56,0:03:14.07,Default,,0000,0000,0000,,and the designer who led this project estimates
Dialogue: 0,0:03:14.07,0:03:17.59,Default,,0000,0000,0000,,that he spent over 280 hours
Dialogue: 0,0:03:17.59,0:03:21.24,Default,,0000,0000,0000,,redesigning this button over the course of months.
Dialogue: 0,0:03:21.24,0:03:23.58,Default,,0000,0000,0000,,Now, why would we spend so much time
Dialogue: 0,0:03:23.58,0:03:25.89,Default,,0000,0000,0000,,on something so small?
Dialogue: 0,0:03:25.89,0:03:27.50,Default,,0000,0000,0000,,It's because when you're designing at scale,
Dialogue: 0,0:03:27.50,0:03:30.63,Default,,0000,0000,0000,,there's no such thing as a small detail.
Dialogue: 0,0:03:30.63,0:03:32.15,Default,,0000,0000,0000,,This innocent little button
Dialogue: 0,0:03:32.15,0:03:36.10,Default,,0000,0000,0000,,is seen on average 22 billion times a day
Dialogue: 0,0:03:36.10,0:03:39.60,Default,,0000,0000,0000,,and on over 7.5 million websites.
Dialogue: 0,0:03:39.60,0:03:43.69,Default,,0000,0000,0000,,It's one of the single most viewed\Ndesign elements ever created.
Dialogue: 0,0:03:43.69,0:03:46.19,Default,,0000,0000,0000,,Now that's a lot of pressure for a little button
Dialogue: 0,0:03:46.19,0:03:47.91,Default,,0000,0000,0000,,and the designer behind it,
Dialogue: 0,0:03:47.91,0:03:49.44,Default,,0000,0000,0000,,but with these kinds of products,
Dialogue: 0,0:03:49.44,0:03:52.17,Default,,0000,0000,0000,,you need to get even the tiny things right.
Dialogue: 0,0:03:52.17,0:03:54.71,Default,,0000,0000,0000,,Now, the next thing that you need to understand
Dialogue: 0,0:03:54.71,0:03:57.20,Default,,0000,0000,0000,,is how to design with data.
Dialogue: 0,0:03:57.20,0:03:58.87,Default,,0000,0000,0000,,Now, when you're working on products like this,
Dialogue: 0,0:03:58.87,0:04:01.62,Default,,0000,0000,0000,,you have incredible amounts of information
Dialogue: 0,0:04:01.62,0:04:03.70,Default,,0000,0000,0000,,about how people are using your product
Dialogue: 0,0:04:03.70,0:04:05.36,Default,,0000,0000,0000,,that you can then use to influence
Dialogue: 0,0:04:05.36,0:04:06.94,Default,,0000,0000,0000,,your design decisions,
Dialogue: 0,0:04:06.94,0:04:09.69,Default,,0000,0000,0000,,but it's not just as simple as following the numbers.
Dialogue: 0,0:04:09.69,0:04:10.94,Default,,0000,0000,0000,,Let me give you an example
Dialogue: 0,0:04:10.94,0:04:13.11,Default,,0000,0000,0000,,so that you can understand what I mean.
Dialogue: 0,0:04:13.11,0:04:15.27,Default,,0000,0000,0000,,Facebook has had a tool for a long time
Dialogue: 0,0:04:15.27,0:04:17.58,Default,,0000,0000,0000,,that allowed people to report photos
Dialogue: 0,0:04:17.58,0:04:20.44,Default,,0000,0000,0000,,that may be in violation of our community standards,
Dialogue: 0,0:04:20.44,0:04:22.86,Default,,0000,0000,0000,,things like spam and abuse.
Dialogue: 0,0:04:22.86,0:04:24.87,Default,,0000,0000,0000,,And there were a ton of photos reported,
Dialogue: 0,0:04:24.87,0:04:26.51,Default,,0000,0000,0000,,but as it turns out,
Dialogue: 0,0:04:26.51,0:04:28.40,Default,,0000,0000,0000,,only a small percentage were actually
Dialogue: 0,0:04:28.40,0:04:31.32,Default,,0000,0000,0000,,in violation of those community standards.
Dialogue: 0,0:04:31.32,0:04:33.83,Default,,0000,0000,0000,,Most of them were just your typical party photo.
Dialogue: 0,0:04:33.83,0:04:36.74,Default,,0000,0000,0000,,Now, to give you a specific hypothetical example,
Dialogue: 0,0:04:36.74,0:04:39.23,Default,,0000,0000,0000,,let's say my friend Laura hypothetically
Dialogue: 0,0:04:39.23,0:04:40.89,Default,,0000,0000,0000,,uploads a picture of me
Dialogue: 0,0:04:40.89,0:04:43.88,Default,,0000,0000,0000,,from a drunken night of karaoke.
Dialogue: 0,0:04:43.88,0:04:47.15,Default,,0000,0000,0000,,This is purely hypothetical, I can assure you.
Dialogue: 0,0:04:47.15,0:04:48.64,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:04:48.64,0:04:50.41,Default,,0000,0000,0000,,Now, incidentally,
Dialogue: 0,0:04:50.41,0:04:51.70,Default,,0000,0000,0000,,you know how some people are kind of worried
Dialogue: 0,0:04:51.70,0:04:53.34,Default,,0000,0000,0000,,that their boss or employee
Dialogue: 0,0:04:53.34,0:04:55.35,Default,,0000,0000,0000,,is going to discover embarrassing photos of them
Dialogue: 0,0:04:55.35,0:04:56.89,Default,,0000,0000,0000,,on Facebook?
Dialogue: 0,0:04:56.89,0:04:58.83,Default,,0000,0000,0000,,Do you know how hard that is to avoid
Dialogue: 0,0:04:58.83,0:05:02.08,Default,,0000,0000,0000,,when you actually work at Facebook?
Dialogue: 0,0:05:02.08,0:05:04.37,Default,,0000,0000,0000,,So anyway, there are lots of these photos
Dialogue: 0,0:05:04.37,0:05:07.80,Default,,0000,0000,0000,,being erroneously reported as spam and abuse,
Dialogue: 0,0:05:07.80,0:05:10.25,Default,,0000,0000,0000,,and one of the engineers on the team had a hunch.
Dialogue: 0,0:05:10.25,0:05:12.38,Default,,0000,0000,0000,,He really thought there was something else going on
Dialogue: 0,0:05:12.38,0:05:13.53,Default,,0000,0000,0000,,and he was right,
Dialogue: 0,0:05:13.53,0:05:15.86,Default,,0000,0000,0000,,because when he looked\Nthrough a bunch of the cases,
Dialogue: 0,0:05:15.86,0:05:17.46,Default,,0000,0000,0000,,he found that most of them
Dialogue: 0,0:05:17.46,0:05:19.33,Default,,0000,0000,0000,,were from people who were requesting
Dialogue: 0,0:05:19.33,0:05:22.15,Default,,0000,0000,0000,,the takedown of a photo of themselves.
Dialogue: 0,0:05:22.15,0:05:24.19,Default,,0000,0000,0000,,Now this was a scenario that the team
Dialogue: 0,0:05:24.19,0:05:26.56,Default,,0000,0000,0000,,never even took into account before.
Dialogue: 0,0:05:26.56,0:05:28.37,Default,,0000,0000,0000,,So they added a new feature
Dialogue: 0,0:05:28.37,0:05:30.51,Default,,0000,0000,0000,,that allowed people to message their friend
Dialogue: 0,0:05:30.51,0:05:32.78,Default,,0000,0000,0000,,to ask them to take the photo down.
Dialogue: 0,0:05:32.78,0:05:34.24,Default,,0000,0000,0000,,But it didn't work.
Dialogue: 0,0:05:34.24,0:05:35.50,Default,,0000,0000,0000,,Only 20 percent of people
Dialogue: 0,0:05:35.50,0:05:37.71,Default,,0000,0000,0000,,sent the message to their friend.
Dialogue: 0,0:05:37.71,0:05:39.96,Default,,0000,0000,0000,,So the team went back at it.
Dialogue: 0,0:05:39.96,0:05:43.16,Default,,0000,0000,0000,,They consulted with experts in conflict resolution.
Dialogue: 0,0:05:43.16,0:05:46.22,Default,,0000,0000,0000,,They even studied the universal principles
Dialogue: 0,0:05:46.22,0:05:47.70,Default,,0000,0000,0000,,of polite language,
Dialogue: 0,0:05:47.70,0:05:49.24,Default,,0000,0000,0000,,which I didn't even actually know existed
Dialogue: 0,0:05:49.24,0:05:51.18,Default,,0000,0000,0000,,until this research happened.
Dialogue: 0,0:05:51.18,0:05:53.70,Default,,0000,0000,0000,,And they found something really interesting.
Dialogue: 0,0:05:53.70,0:05:55.89,Default,,0000,0000,0000,,They had to go beyond just helping people
Dialogue: 0,0:05:55.89,0:05:57.80,Default,,0000,0000,0000,,ask their friend to take the photo down.
Dialogue: 0,0:05:57.80,0:06:00.53,Default,,0000,0000,0000,,They had to help people express to their friend
Dialogue: 0,0:06:00.53,0:06:02.96,Default,,0000,0000,0000,,how the photo made them feel.
Dialogue: 0,0:06:02.96,0:06:05.16,Default,,0000,0000,0000,,Here's how the experience works today.
Dialogue: 0,0:06:05.16,0:06:08.38,Default,,0000,0000,0000,,So I find this hypothetical photo of myself,
Dialogue: 0,0:06:08.38,0:06:11.01,Default,,0000,0000,0000,,and it's not spam, it's not abuse,
Dialogue: 0,0:06:11.01,0:06:13.54,Default,,0000,0000,0000,,but I really wish it weren't on the site.
Dialogue: 0,0:06:13.54,0:06:16.76,Default,,0000,0000,0000,,So I report it and I say,
Dialogue: 0,0:06:16.76,0:06:18.80,Default,,0000,0000,0000,,"I'm in this photo and I don't like it,"
Dialogue: 0,0:06:18.80,0:06:22.06,Default,,0000,0000,0000,,and then we dig deeper.
Dialogue: 0,0:06:22.06,0:06:24.57,Default,,0000,0000,0000,,Why don't you like this photo of yourself?
Dialogue: 0,0:06:24.57,0:06:27.42,Default,,0000,0000,0000,,And I select "It's embarrassing."
Dialogue: 0,0:06:27.42,0:06:30.74,Default,,0000,0000,0000,,And then I'm encouraged to message my friend,
Dialogue: 0,0:06:30.74,0:06:32.60,Default,,0000,0000,0000,,but here's the critical difference.
Dialogue: 0,0:06:32.60,0:06:36.23,Default,,0000,0000,0000,,I'm provided specific suggested language
Dialogue: 0,0:06:36.23,0:06:38.57,Default,,0000,0000,0000,,that helps me communicate to Laura
Dialogue: 0,0:06:38.57,0:06:40.50,Default,,0000,0000,0000,,how the photo makes me feel.
Dialogue: 0,0:06:40.50,0:06:43.54,Default,,0000,0000,0000,,Now the team found that this relatively small change
Dialogue: 0,0:06:43.54,0:06:45.22,Default,,0000,0000,0000,,had a huge impact.
Dialogue: 0,0:06:45.22,0:06:47.62,Default,,0000,0000,0000,,Before, only 20 percent of people
Dialogue: 0,0:06:47.62,0:06:48.80,Default,,0000,0000,0000,,were sending the message,
Dialogue: 0,0:06:48.80,0:06:50.84,Default,,0000,0000,0000,,and now 60 percent were,
Dialogue: 0,0:06:50.84,0:06:52.47,Default,,0000,0000,0000,,and surveys showed that people
Dialogue: 0,0:06:52.47,0:06:54.40,Default,,0000,0000,0000,,on both sides of the conversation
Dialogue: 0,0:06:54.40,0:06:56.04,Default,,0000,0000,0000,,felt better as a result.
Dialogue: 0,0:06:56.04,0:06:57.70,Default,,0000,0000,0000,,That same survey showed
Dialogue: 0,0:06:57.70,0:07:00.05,Default,,0000,0000,0000,,that 90 percent of your friends
Dialogue: 0,0:07:00.05,0:07:02.79,Default,,0000,0000,0000,,want to know if they've done something to upset you.
Dialogue: 0,0:07:02.79,0:07:04.88,Default,,0000,0000,0000,,Now I don't know who the other 10 percent are,
Dialogue: 0,0:07:04.88,0:07:06.66,Default,,0000,0000,0000,,but maybe that's where our "Unfriend" feature
Dialogue: 0,0:07:06.66,0:07:08.22,Default,,0000,0000,0000,,can come in handy.
Dialogue: 0,0:07:08.22,0:07:09.99,Default,,0000,0000,0000,,So as you can see,
Dialogue: 0,0:07:09.99,0:07:12.60,Default,,0000,0000,0000,,these decisions are highly nuanced.
Dialogue: 0,0:07:12.60,0:07:14.57,Default,,0000,0000,0000,,Of course we use a lot of data
Dialogue: 0,0:07:14.57,0:07:15.88,Default,,0000,0000,0000,,to inform our decisions,
Dialogue: 0,0:07:15.88,0:07:19.32,Default,,0000,0000,0000,,but we also rely very heavily on iteration,
Dialogue: 0,0:07:19.32,0:07:23.45,Default,,0000,0000,0000,,research, testing, intuition, human empathy.
Dialogue: 0,0:07:23.45,0:07:25.30,Default,,0000,0000,0000,,It's both art and science.
Dialogue: 0,0:07:25.30,0:07:27.86,Default,,0000,0000,0000,,Now, sometimes the designers\Nwho work on these products
Dialogue: 0,0:07:27.86,0:07:29.55,Default,,0000,0000,0000,,are called "data-driven,"
Dialogue: 0,0:07:29.55,0:07:32.29,Default,,0000,0000,0000,,which is a term that totally drives us bonkers.
Dialogue: 0,0:07:32.29,0:07:35.19,Default,,0000,0000,0000,,The fact is, it would be irresponsible of us
Dialogue: 0,0:07:35.19,0:07:37.74,Default,,0000,0000,0000,,not to rigorously test our designs
Dialogue: 0,0:07:37.74,0:07:39.83,Default,,0000,0000,0000,,when so many people are counting on us
Dialogue: 0,0:07:39.83,0:07:41.02,Default,,0000,0000,0000,,to get it right,
Dialogue: 0,0:07:41.02,0:07:43.34,Default,,0000,0000,0000,,but data analytics
Dialogue: 0,0:07:43.34,0:07:46.44,Default,,0000,0000,0000,,will never be a substitute for design intuition.
Dialogue: 0,0:07:46.44,0:07:49.61,Default,,0000,0000,0000,,Data can help you make a good design great,
Dialogue: 0,0:07:49.61,0:07:53.23,Default,,0000,0000,0000,,but it will never made a bad design good.
Dialogue: 0,0:07:53.23,0:07:56.35,Default,,0000,0000,0000,,The next thing that you need\Nto understand as a principle
Dialogue: 0,0:07:56.35,0:07:57.89,Default,,0000,0000,0000,,is that when you introduce change,
Dialogue: 0,0:07:57.89,0:08:00.50,Default,,0000,0000,0000,,you need to do it extraordinarily carefully.
Dialogue: 0,0:08:00.50,0:08:02.17,Default,,0000,0000,0000,,Now I often have joked that
Dialogue: 0,0:08:02.17,0:08:04.40,Default,,0000,0000,0000,,I spend almost as much time
Dialogue: 0,0:08:04.40,0:08:06.22,Default,,0000,0000,0000,,designing the introduction of change
Dialogue: 0,0:08:06.22,0:08:08.42,Default,,0000,0000,0000,,as I do the change itself,
Dialogue: 0,0:08:08.42,0:08:10.71,Default,,0000,0000,0000,,and I'm sure that we can all relate to that
Dialogue: 0,0:08:10.71,0:08:12.75,Default,,0000,0000,0000,,when something that we use a lot changes
Dialogue: 0,0:08:12.75,0:08:14.99,Default,,0000,0000,0000,,and then we have to adjust.
Dialogue: 0,0:08:14.99,0:08:17.19,Default,,0000,0000,0000,,The fact is, people can become
Dialogue: 0,0:08:17.19,0:08:20.13,Default,,0000,0000,0000,,very efficient at using bad design,
Dialogue: 0,0:08:20.13,0:08:22.80,Default,,0000,0000,0000,,and so even if the change is\Ngood for them in the long run,
Dialogue: 0,0:08:22.80,0:08:25.86,Default,,0000,0000,0000,,it's still incredibly frustrating when it happens,
Dialogue: 0,0:08:25.86,0:08:27.67,Default,,0000,0000,0000,,and this is particularly true
Dialogue: 0,0:08:27.67,0:08:30.36,Default,,0000,0000,0000,,with user-generated content platforms,
Dialogue: 0,0:08:30.36,0:08:33.80,Default,,0000,0000,0000,,because people can rightfully\Nclaim a sense of ownership.
Dialogue: 0,0:08:33.80,0:08:37.41,Default,,0000,0000,0000,,It is, after all, their content.
Dialogue: 0,0:08:37.41,0:08:39.77,Default,,0000,0000,0000,,Now, years ago, when I was working at YouTube,
Dialogue: 0,0:08:39.77,0:08:41.97,Default,,0000,0000,0000,,we were looking for ways to
Dialogue: 0,0:08:41.97,0:08:44.24,Default,,0000,0000,0000,,encourage more people to rate videos,
Dialogue: 0,0:08:44.24,0:08:46.97,Default,,0000,0000,0000,,and it was interesting because\Nwhen we looked into the data,
Dialogue: 0,0:08:46.97,0:08:50.43,Default,,0000,0000,0000,,we found that almost everyone was exclusively using
Dialogue: 0,0:08:50.43,0:08:52.40,Default,,0000,0000,0000,,the highest five-star rating,
Dialogue: 0,0:08:52.40,0:08:53.98,Default,,0000,0000,0000,,a handful of people were using
Dialogue: 0,0:08:53.98,0:08:55.66,Default,,0000,0000,0000,,the lowest one-star,
Dialogue: 0,0:08:55.66,0:08:57.08,Default,,0000,0000,0000,,and virtually no one
Dialogue: 0,0:08:57.08,0:08:59.40,Default,,0000,0000,0000,,was using two, three or four stars.
Dialogue: 0,0:08:59.40,0:09:01.30,Default,,0000,0000,0000,,So we decided to simplify
Dialogue: 0,0:09:01.30,0:09:04.62,Default,,0000,0000,0000,,into an up-down kind of voting binary model.
Dialogue: 0,0:09:04.62,0:09:07.62,Default,,0000,0000,0000,,It's going to be much easier\Nfor people to engage with.
Dialogue: 0,0:09:07.62,0:09:10.17,Default,,0000,0000,0000,,But people were very attached
Dialogue: 0,0:09:10.17,0:09:11.96,Default,,0000,0000,0000,,to the five-star rating system.
Dialogue: 0,0:09:11.96,0:09:14.40,Default,,0000,0000,0000,,Video creators really loved their ratings.
Dialogue: 0,0:09:14.40,0:09:15.62,Default,,0000,0000,0000,,Millions and millions of people
Dialogue: 0,0:09:15.62,0:09:17.78,Default,,0000,0000,0000,,were accustomed to the old design.
Dialogue: 0,0:09:17.78,0:09:19.72,Default,,0000,0000,0000,,So in order to help people
Dialogue: 0,0:09:19.72,0:09:21.42,Default,,0000,0000,0000,,prepare themselves for change
Dialogue: 0,0:09:21.42,0:09:23.65,Default,,0000,0000,0000,,and acclimate to the new design more quickly,
Dialogue: 0,0:09:23.65,0:09:26.12,Default,,0000,0000,0000,,we actually published the data graph
Dialogue: 0,0:09:26.12,0:09:27.84,Default,,0000,0000,0000,,sharing with the community
Dialogue: 0,0:09:27.84,0:09:29.98,Default,,0000,0000,0000,,the rationale for what we were going to do,
Dialogue: 0,0:09:29.98,0:09:32.60,Default,,0000,0000,0000,,and it even engaged the larger industry
Dialogue: 0,0:09:32.60,0:09:34.07,Default,,0000,0000,0000,,in a conversation, which resulted in
Dialogue: 0,0:09:34.07,0:09:37.15,Default,,0000,0000,0000,,my favorite TechCrunch headline of all time:
Dialogue: 0,0:09:37.15,0:09:40.61,Default,,0000,0000,0000,,"YouTube Comes to a 5-Star Realization:
Dialogue: 0,0:09:40.61,0:09:43.64,Default,,0000,0000,0000,,Its Ratings Are Useless."
Dialogue: 0,0:09:43.64,0:09:46.30,Default,,0000,0000,0000,,Now, it's impossible to completely avoid
Dialogue: 0,0:09:46.30,0:09:48.80,Default,,0000,0000,0000,,change aversion when you're making changes
Dialogue: 0,0:09:48.80,0:09:50.92,Default,,0000,0000,0000,,to products that so many people use.
Dialogue: 0,0:09:50.92,0:09:52.53,Default,,0000,0000,0000,,Even though we tried to do all the right things,
Dialogue: 0,0:09:52.53,0:09:54.76,Default,,0000,0000,0000,,we still received our customary flood
Dialogue: 0,0:09:54.76,0:09:57.39,Default,,0000,0000,0000,,of video protests and angry emails
Dialogue: 0,0:09:57.39,0:10:01.64,Default,,0000,0000,0000,,and even a package that had\Nto be scanned by security,
Dialogue: 0,0:10:01.64,0:10:03.60,Default,,0000,0000,0000,,but we have to remember
Dialogue: 0,0:10:03.60,0:10:06.44,Default,,0000,0000,0000,,people care intensely about this stuff,
Dialogue: 0,0:10:06.44,0:10:09.37,Default,,0000,0000,0000,,and it's because these products, this work,
Dialogue: 0,0:10:09.37,0:10:11.59,Default,,0000,0000,0000,,really, really matters to them.
Dialogue: 0,0:10:11.59,0:10:14.90,Default,,0000,0000,0000,,Now, we know that we have to be careful
Dialogue: 0,0:10:14.90,0:10:16.89,Default,,0000,0000,0000,,about paying attention to the details,
Dialogue: 0,0:10:16.89,0:10:19.36,Default,,0000,0000,0000,,we have to be cognizant about how we use data
Dialogue: 0,0:10:19.36,0:10:21.04,Default,,0000,0000,0000,,in our design process,
Dialogue: 0,0:10:21.04,0:10:22.84,Default,,0000,0000,0000,,and we have to introduce change
Dialogue: 0,0:10:22.84,0:10:24.53,Default,,0000,0000,0000,,very, very carefully.
Dialogue: 0,0:10:24.53,0:10:26.63,Default,,0000,0000,0000,,Now, these things are all really useful.
Dialogue: 0,0:10:26.63,0:10:29.74,Default,,0000,0000,0000,,They're good best practices for designing at scale.
Dialogue: 0,0:10:29.74,0:10:31.53,Default,,0000,0000,0000,,But they don't mean anything
Dialogue: 0,0:10:31.53,0:10:33.20,Default,,0000,0000,0000,,if you don't understand something
Dialogue: 0,0:10:33.20,0:10:34.86,Default,,0000,0000,0000,,much more fundamental.
Dialogue: 0,0:10:34.86,0:10:39.63,Default,,0000,0000,0000,,You have to understand who you are designing for.
Dialogue: 0,0:10:39.63,0:10:41.36,Default,,0000,0000,0000,,Now, when you set a goal to design
Dialogue: 0,0:10:41.36,0:10:43.23,Default,,0000,0000,0000,,for the entire human race,
Dialogue: 0,0:10:43.23,0:10:46.28,Default,,0000,0000,0000,,and you start to engage in that goal in earnest,
Dialogue: 0,0:10:46.28,0:10:48.71,Default,,0000,0000,0000,,at some point you run into the walls
Dialogue: 0,0:10:48.71,0:10:50.76,Default,,0000,0000,0000,,of the bubble that you're living in.
Dialogue: 0,0:10:50.76,0:10:53.40,Default,,0000,0000,0000,,Now, in San Francisco, we get a little miffed
Dialogue: 0,0:10:53.40,0:10:54.98,Default,,0000,0000,0000,,when we hit a dead cell zone
Dialogue: 0,0:10:54.98,0:10:56.63,Default,,0000,0000,0000,,because we can't use our phones to navigate
Dialogue: 0,0:10:56.63,0:10:59.12,Default,,0000,0000,0000,,to the new hipster coffee shop.
Dialogue: 0,0:10:59.12,0:11:02.28,Default,,0000,0000,0000,,But what if you had to drive four hours
Dialogue: 0,0:11:02.28,0:11:03.61,Default,,0000,0000,0000,,to charge your phone
Dialogue: 0,0:11:03.61,0:11:06.85,Default,,0000,0000,0000,,because you had no reliable source of electricity?
Dialogue: 0,0:11:06.85,0:11:10.31,Default,,0000,0000,0000,,What if you had no access to public libraries?
Dialogue: 0,0:11:10.31,0:11:13.13,Default,,0000,0000,0000,,What if your country had no free press?
Dialogue: 0,0:11:13.13,0:11:16.87,Default,,0000,0000,0000,,What would these products start to mean to you?
Dialogue: 0,0:11:16.87,0:11:19.62,Default,,0000,0000,0000,,This is what Google, YouTube and Facebook
Dialogue: 0,0:11:19.62,0:11:21.34,Default,,0000,0000,0000,,look like to most of the world,
Dialogue: 0,0:11:21.34,0:11:22.39,Default,,0000,0000,0000,,and it's what they'll look like
Dialogue: 0,0:11:22.39,0:11:24.50,Default,,0000,0000,0000,,to most of the next five billion people
Dialogue: 0,0:11:24.50,0:11:26.06,Default,,0000,0000,0000,,to come online.
Dialogue: 0,0:11:26.06,0:11:28.32,Default,,0000,0000,0000,,Designing for low-end cell phones
Dialogue: 0,0:11:28.32,0:11:30.69,Default,,0000,0000,0000,,is not glamorous design work,
Dialogue: 0,0:11:30.69,0:11:32.60,Default,,0000,0000,0000,,but if you want to design for the whole world,
Dialogue: 0,0:11:32.60,0:11:34.71,Default,,0000,0000,0000,,you have to design for where people are,
Dialogue: 0,0:11:34.71,0:11:36.46,Default,,0000,0000,0000,,and not where you are.
Dialogue: 0,0:11:36.46,0:11:39.63,Default,,0000,0000,0000,,So how do we keep this big, big picture in mind?
Dialogue: 0,0:11:39.63,0:11:42.72,Default,,0000,0000,0000,,We try to travel outside of our bubble to see, hear
Dialogue: 0,0:11:42.72,0:11:45.29,Default,,0000,0000,0000,,and understand the people we're designing for.
Dialogue: 0,0:11:45.29,0:11:47.67,Default,,0000,0000,0000,,We use our products in non-English languages
Dialogue: 0,0:11:47.67,0:11:49.82,Default,,0000,0000,0000,,to make sure that they work just as well.
Dialogue: 0,0:11:49.82,0:11:52.96,Default,,0000,0000,0000,,And we try to use one of these\Nphones from time to time
Dialogue: 0,0:11:52.96,0:11:55.89,Default,,0000,0000,0000,,to keep in touch with their reality.
Dialogue: 0,0:11:55.89,0:12:00.17,Default,,0000,0000,0000,,So what does it mean to design at a global scale?
Dialogue: 0,0:12:00.17,0:12:03.58,Default,,0000,0000,0000,,It means difficult and sometimes exasperating work
Dialogue: 0,0:12:03.58,0:12:07.55,Default,,0000,0000,0000,,to try to improve and evolve products.
Dialogue: 0,0:12:07.55,0:12:10.75,Default,,0000,0000,0000,,Finding the audacity and the\Nhumility to do right by them
Dialogue: 0,0:12:10.75,0:12:12.11,Default,,0000,0000,0000,,can be pretty exhausting,
Dialogue: 0,0:12:12.11,0:12:13.62,Default,,0000,0000,0000,,and the humility part,
Dialogue: 0,0:12:13.62,0:12:15.83,Default,,0000,0000,0000,,it's a little tough on the design ego.
Dialogue: 0,0:12:15.83,0:12:18.30,Default,,0000,0000,0000,,Because these products are always changing,
Dialogue: 0,0:12:18.30,0:12:20.81,Default,,0000,0000,0000,,everything that I've designed in my career
Dialogue: 0,0:12:20.81,0:12:22.11,Default,,0000,0000,0000,,is pretty much gone,
Dialogue: 0,0:12:22.11,0:12:25.39,Default,,0000,0000,0000,,and everything that I will design will fade away.
Dialogue: 0,0:12:25.39,0:12:27.16,Default,,0000,0000,0000,,But here's what remains:
Dialogue: 0,0:12:27.16,0:12:29.11,Default,,0000,0000,0000,,the never-ending thrill
Dialogue: 0,0:12:29.11,0:12:31.96,Default,,0000,0000,0000,,of being a part of something that is so big,
Dialogue: 0,0:12:31.96,0:12:34.70,Default,,0000,0000,0000,,you can hardly get your head around it,
Dialogue: 0,0:12:34.70,0:12:37.59,Default,,0000,0000,0000,,and the promise that it just might change the world.
Dialogue: 0,0:12:37.59,0:12:39.99,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:12:39.99,0:12:42.96,Default,,0000,0000,0000,,(Applause)