The first secret of design is ... noticing
-
0:01 - 0:04In the great 1980s movie
"The Blues Brothers," -
0:04 - 0:09there's a scene where John Belushi
goes to visit Dan Aykroyd in his apartment -
0:09 - 0:12in Chicago for the very first time.
-
0:12 - 0:15It's a cramped, tiny space
-
0:15 - 0:17and it's just three feet away
from the train tracks. -
0:19 - 0:20As John sits on Dan's bed,
-
0:20 - 0:23a train goes rushing by,
-
0:23 - 0:25rattling everything in the room.
-
0:25 - 0:29John asks, "How often does
that train go by?" -
0:29 - 0:34Dan replies, "So often, you won't
even notice it." -
0:34 - 0:36And then, something falls off the wall.
-
0:37 - 0:39We all know what he's talking about.
-
0:39 - 0:42As human beings, we get used
to everyday things -
0:42 - 0:43really fast.
-
0:44 - 0:47As a product designer,
it's my job to see those everyday things, -
0:47 - 0:51to feel them, and try
to improve upon them. -
0:51 - 0:55For example, see this piece of fruit?
-
0:56 - 0:58See this little sticker?
-
0:59 - 1:02That sticker wasn't there
when I was a kid. -
1:03 - 1:05But somewhere as the years passed,
-
1:05 - 1:08someone had the bright idea
to put that sticker on the fruit. -
1:08 - 1:08Why?
-
1:08 - 1:10So it could be easier for us
-
1:10 - 1:12to check out
at the grocery counter. -
1:12 - 1:13Well that's great,
-
1:13 - 1:15we can get in and out of
the store quickly. -
1:15 - 1:17But now, there's a new problem.
-
1:17 - 1:19When we get home and we're hungry
-
1:19 - 1:23and we see this ripe, juicy piece
of fruit on the counter, -
1:23 - 1:26we just want to pick it up
and eat it. -
1:26 - 1:29Except now, we have to look
for this little sticker. -
1:31 - 1:35And dig at it with our nails,
damaging the flesh. -
1:35 - 1:37Then rolling up that sticker --
-
1:37 - 1:38you know what I mean.
-
1:38 - 1:40And then trying to flick
it off your fingers. -
1:40 - 1:43(Applause)
-
1:44 - 1:46It's not fun,
-
1:46 - 1:47not at all.
-
1:48 - 1:50But something interesting happened.
-
1:50 - 1:53See the first time you did it,
you probably felt those feelings. -
1:53 - 1:55You just wanted to eat the piece of fruit.
-
1:55 - 1:56You felt upset.
-
1:56 - 1:58You just wanted to dive in.
-
1:59 - 2:00By the 10th time,
-
2:00 - 2:03you started to become less upset
-
2:03 - 2:06and you just started peeling
the label off. -
2:06 - 2:08By the 100th time,
at least for me, -
2:08 - 2:10I became numb to it.
-
2:10 - 2:13I simply picked up the piece of fruit,
-
2:13 - 2:17dug at it with my nails,
tried to flick it off, -
2:17 - 2:19and then wondered,
-
2:19 - 2:22"Was there another sticker?"
-
2:24 - 2:25So why is that?
-
2:25 - 2:27Why do we get used to everyday things?
-
2:27 - 2:30Well as human beings,
we have limited brain power. -
2:30 - 2:35And so our brains encode the
everyday things we do into habits -
2:35 - 2:39so we can free up space
to learn new things. -
2:39 - 2:41It's a process called habituation
-
2:41 - 2:44and it's one of the most basic ways,
as humans, we learn. -
2:46 - 2:48Now, habituation isn't always bad.
-
2:49 - 2:51Remember learning to drive?
-
2:51 - 2:52I sure do.
-
2:53 - 2:56Your hands clenched at 10 and 2
on the wheel, -
2:56 - 2:58looking at every single
object out there -- -
2:58 - 3:02the cars, the lights, the pedestrians.
-
3:02 - 3:04It's a nerve-wracking experience.
-
3:05 - 3:09So much so, that I couldn't even
talk to anyone else in the car -
3:09 - 3:10and I couldn't even listen to music.
-
3:11 - 3:13But then something interesting happened.
-
3:13 - 3:17As the weeks went by,
driving became easier and easier. -
3:18 - 3:20You habituated it.
-
3:21 - 3:23It started to become
fun and second nature. -
3:23 - 3:26And then, you could talk
to your friends again -
3:26 - 3:26and listen to music.
-
3:26 - 3:29So there's a good reason why
our brains habituate things. -
3:29 - 3:33If we didn't, we'd notice
every little detail, -
3:33 - 3:34all the time.
-
3:35 - 3:36It would be exhausting,
-
3:36 - 3:39and we'd have no time
to learn about new things. -
3:40 - 3:43But sometimes,
habituation isn't good. -
3:44 - 3:48If it stops us from noticing
the problems that are around us, -
3:48 - 3:49well, that's bad.
-
3:49 - 3:53And if it stops us from noticing
and fixing those problems, -
3:53 - 3:55well, then that's really bad.
-
3:56 - 3:58Comedians know all about this.
-
3:58 - 4:03Jerry Seinfeld's entire career was built
on noticing those little details, -
4:03 - 4:07those idiotic things we do every day
that we don't even remember. -
4:08 - 4:11He tells us about the time
he visited his friends -
4:11 - 4:13and he just wanted to take
a comfortable shower. -
4:13 - 4:17He'd reach out and grab the handle
and turn it slightly one way, -
4:17 - 4:19and it was 100 degrees too hot.
-
4:19 - 4:23And then he'd turn it the other way,
and it was 100 degrees too cold. -
4:23 - 4:26He just wanted a comfortable shower.
-
4:26 - 4:28Now, we've all been there,
-
4:28 - 4:30we just don't remember it.
-
4:30 - 4:31But Jerry did,
-
4:31 - 4:33and that's a comedian's job.
-
4:33 - 4:36But designers, innovators
and entrepreneurs, -
4:36 - 4:39it's our job to not just notice
those things, -
4:39 - 4:42but to go one step further
and try to fix them. -
4:43 - 4:45See this, this person,
-
4:45 - 4:46this is Mary Anderson.
-
4:47 - 4:49In 1902 in New York City,
-
4:49 - 4:51she was visiting.
-
4:51 - 4:56It was a cold, wet, snowy day
and she was warm inside a streetcar. -
4:57 - 5:02As she was going to her destination,
she noticed the driver opening the window -
5:02 - 5:07to clean off the excess snow
so he could drive safely. -
5:08 - 5:12When he opened the window, though,
he let all this cold, wet air inside, -
5:12 - 5:14making all the passengers miserable.
-
5:15 - 5:18Now probably, most of those
passengers just thought, -
5:18 - 5:21"It's a fact of life, he's got
to open the window to clean it. -
5:21 - 5:23That's just how it is."
-
5:23 - 5:25But Mary didn't.
-
5:25 - 5:26Mary thought,
-
5:26 - 5:30"What if the diver could actually clean
the windshield from the inside -
5:30 - 5:33so that he could stay safe and drive
-
5:33 - 5:36and the passengers could
actually stay warm?" -
5:37 - 5:39So she picked up her sketchbook
right then and there, -
5:39 - 5:44and began drawing what would become
the world's first windshield wiper. -
5:45 - 5:49Now as a product designer,
I try to learn from people like Mary -
5:49 - 5:52to try to see the world
the way it really is, -
5:52 - 5:54not the way we think it is.
-
5:55 - 5:56Why?
-
5:56 - 5:59Because it's easy to solve a problem
that almost everyone sees. -
6:00 - 6:04But it's hard to solve a problem
that almost no one sees. -
6:04 - 6:07Now some people think
you're born with this ability -
6:07 - 6:09or you're not,
-
6:09 - 6:14as if Mary Anderson was hardwired at birth
to see the world more clearly. -
6:15 - 6:17That wasn't the case for me.
-
6:17 - 6:18I had to work at it.
-
6:20 - 6:22During my years at Apple,
-
6:22 - 6:27Steve Jobs challenged us
to come into work every day, -
6:27 - 6:31to see our products through
the eyes of the customer, -
6:31 - 6:33the new customer,
-
6:33 - 6:36the one that has fears
and possible frustrations -
6:36 - 6:39and hopeful exhilaration that their
new technology product -
6:39 - 6:41could work straightaway for them.
-
6:41 - 6:44He called it staying beginners,
-
6:44 - 6:48and wanted to make sure that we
focused on those tiny little details -
6:48 - 6:52to make them faster, easier and seamless
for the new customers. -
6:53 - 6:57So I remember this clearly
in the very earliest days of the iPod. -
6:57 - 6:59See, back in the '90s,
-
6:59 - 7:01being a gadget freak like I am,
-
7:03 - 7:08I would rush out to the store
for the very, very latest gadget. -
7:09 - 7:11I'd take all the time to get to the store,
-
7:11 - 7:15I'd check out, I'd come back home,
I'd start to unbox it. -
7:15 - 7:19And then, there was
another little sticker: -
7:19 - 7:22the one that said, "Charge before use."
-
7:22 - 7:24What!
-
7:24 - 7:25I can't believe it!
-
7:25 - 7:27I just spent all this time
buying this product -
7:27 - 7:29and now I have to charge before use.
-
7:29 - 7:33I have to wait what felt like an eternity
to use that coveted new toy. -
7:33 - 7:35It was crazy.
-
7:35 - 7:36But you know what?
-
7:36 - 7:38Almost every product back then did that.
-
7:38 - 7:40When it had batteries in it,
-
7:40 - 7:42you had to charge it
before you used it. -
7:43 - 7:45Well, Steve noticed that
-
7:45 - 7:46and he said,
-
7:46 - 7:49"We're not going to let that
happen to our product." -
7:49 - 7:50So what did we do?
-
7:50 - 7:53Typically, when you have a product
that has a hard drive in it, -
7:53 - 7:56you run it for about
30 minutes in the factory -
7:56 - 7:59to make sure that hard drive's going
to be working years later -
7:59 - 8:02for the customer after they
pull it out of the box. -
8:02 - 8:05What did we do instead?
-
8:05 - 8:08We ran that product for over two hours.
-
8:08 - 8:09Why?
-
8:09 - 8:12Well, first off, we could make
a higher quality product, -
8:12 - 8:14be easy to test,
-
8:14 - 8:17and make sure it was great
for the customer. -
8:18 - 8:19But most importantly,
-
8:19 - 8:22the battery came fully charged
right out of the box, -
8:22 - 8:23ready to use.
-
8:23 - 8:27So that customer,
with all that exhilaration, -
8:27 - 8:29could just start using the product.
-
8:29 - 8:31It was great, and it worked.
-
8:31 - 8:32People liked it.
-
8:32 - 8:35Today, almost every product
that you get that's battery powered -
8:35 - 8:38comes out of the box fully charged,
-
8:38 - 8:40even if it doesn't have a hard drive.
-
8:40 - 8:45But back then, we noticed
that detail and we fixed it, -
8:45 - 8:47and now everyone else does that as well.
-
8:47 - 8:50No more, "Charge before use."
-
8:51 - 8:53So why am I telling you this?
-
8:53 - 8:55Well, it's seeing the invisible problem,
-
8:55 - 8:59not just the obvious problem,
that's important, -
8:59 - 9:02not just for product design,
but for everything we do. -
9:03 - 9:06You see, there are invisible problems
all around us, -
9:06 - 9:08ones we can solve.
-
9:08 - 9:12But first we need
to see them, to feel them. -
9:13 - 9:15So, I'm hesitant to give you any tips
-
9:15 - 9:18about neuroscience or psychology.
-
9:18 - 9:21There's far too many experienced people
in the TED community -
9:21 - 9:24who would know much more
about that than I ever will. -
9:24 - 9:27But let me leave you with
a few tips that I do, -
9:27 - 9:30that we all can do,
to fight habituation. -
9:30 - 9:34My first tip is to look broader.
-
9:34 - 9:36You see, when you're tackling a problem,
-
9:36 - 9:39sometimes, there are a lot of steps
that lead up to that problem. -
9:39 - 9:42And sometimes, a lot
of steps after it. -
9:42 - 9:46If you can take a step back
and look broader, -
9:46 - 9:48maybe you can change some of those boxes
-
9:48 - 9:49before the problem.
-
9:49 - 9:50Maybe you can combine them.
-
9:50 - 9:54Maybe you can remove them altogether
to make that better. -
9:54 - 9:56Take thermostats, for instance.
-
9:56 - 10:00In the 1900s when they first came out,
they were really simple to use. -
10:00 - 10:02You could turn them up or turn them down.
-
10:02 - 10:03People understood them.
-
10:04 - 10:06But in the 1970s,
-
10:06 - 10:08the energy crisis struck,
-
10:08 - 10:11and customers started thinking about
how to save energy. -
10:11 - 10:13So what happened?
-
10:13 - 10:16Thermostat designers decided
to add a new step. -
10:16 - 10:18Instead of just turning up and down,
-
10:18 - 10:20you now had to program it.
-
10:20 - 10:23So you could tell it the temperature
you wanted at a certain time. -
10:23 - 10:25Now that seemed great.
-
10:25 - 10:28Every thermostat had
started adding that feature. -
10:28 - 10:32But it turned out that no one
saved any energy. -
10:32 - 10:34Now, why is that?
-
10:34 - 10:37Well, people couldn't predict the future.
-
10:37 - 10:40They just didn't know how their weeks
would change season to season, -
10:40 - 10:42year to year.
-
10:42 - 10:45So no one was saving energy,
-
10:45 - 10:46and what happened?
-
10:46 - 10:48Thermostat designers went back
to the drawing board -
10:48 - 10:50and they focused on that programming step.
-
10:51 - 10:53They made better U.I.s,
-
10:53 - 10:56they made better documentation.
-
10:56 - 11:00But still, years later,
people were not saving any energy -
11:00 - 11:03because they just couldn't
predict the future. -
11:03 - 11:05So what did we do?
-
11:05 - 11:09We put a machine-learning algorithm in
instead of the programming -
11:09 - 11:12that would simply watch
when you turned it up and down, -
11:12 - 11:14when you liked a certain temperature
when you got up, -
11:14 - 11:16or when you went away.
-
11:16 - 11:17And you know what?
-
11:17 - 11:18It worked.
-
11:18 - 11:22People are saving energy
without any programming. -
11:23 - 11:25So, it doesn't matter what you're doing.
-
11:25 - 11:29If you take a step back
and look at all the boxes, -
11:29 - 11:32maybe there's a way
to remove one or combine them -
11:32 - 11:34so that you can make
that process much simpler. -
11:35 - 11:38So that's my first tip: look broader.
-
11:38 - 11:42For my second tip, it's to look closer.
-
11:42 - 11:45One of my greatest teachers
was my grandfather. -
11:47 - 11:49He taught me all about the world.
-
11:50 - 11:53He taught me how things were built
and how they were repaired, -
11:53 - 11:57the tools and techniques necessary
to make a successful project. -
11:58 - 12:02I remember one story
he told me about screws, -
12:02 - 12:06and about how you need to have
the right screw for the right job. -
12:06 - 12:08There are many different screws:
-
12:08 - 12:12wood screws, metal screws,
anchors, concrete screws, -
12:12 - 12:14the list went on and on.
-
12:15 - 12:18Our job is to make products
that are easy to install -
12:18 - 12:22for all of our customs themselves
without professionals. -
12:23 - 12:24So what did we do?
-
12:25 - 12:28I remembered that story
that my grandfather told me, -
12:28 - 12:29and so we thought,
-
12:29 - 12:31"How many different screws
can we put in the box? -
12:31 - 12:34Was it going to be two, three,
four, five? -
12:34 - 12:37Because there's so many
different wall types." -
12:37 - 12:39So we thought about it, we optimized it,
-
12:39 - 12:43and we came up with three different
screws to put in the box. -
12:44 - 12:46We thought that was going
to solve the problem. -
12:46 - 12:49But it turned out, it didn't.
-
12:50 - 12:51So we shipped the product,
-
12:51 - 12:54and people weren't having
a great experience. -
12:54 - 12:55So what did we do?
-
12:55 - 12:57We went back to the drawing board
-
12:57 - 13:01just instantly after we figured out
we didn't get it right. -
13:01 - 13:04And we designed a special screw,
a custom screw, -
13:04 - 13:06much to the chagrin of our investors.
-
13:06 - 13:10They were like, "Why are you spending
so much time on a little screw? -
13:10 - 13:12Get out there and sell more!"
-
13:12 - 13:15And we said, "We will sell more
if we get this right." -
13:16 - 13:18And it turned out, we did.
-
13:18 - 13:21With that custom little screw,
there was just one screw in the box, -
13:21 - 13:24that was easy to mount
and put on the wall. -
13:26 - 13:32So if we focus on those tiny details,
the ones we may not see -
13:32 - 13:34and we look at them as we say,
-
13:34 - 13:36"Are those important
-
13:36 - 13:38or is that the way we've always done it?
-
13:38 - 13:41Maybe there's a way to get rid of those."
-
13:42 - 13:47So my last piece of advice
is to think younger. -
13:48 - 13:53Every day, I'm confronted with interesting
questions from my three young kids. -
13:53 - 13:54They come up with questions like,
-
13:54 - 13:57"Why can't cars fly around traffic?"
-
13:58 - 14:01Or, "Why don't my shoelaces
have Velcro instead?" -
14:02 - 14:04Sometimes, those questions are smart.
-
14:05 - 14:08My son came to me the other day
and I asked him, -
14:08 - 14:11"Go run out to the mailbox
and check it." -
14:11 - 14:15He looked at me, puzzled, and said,
-
14:15 - 14:20"Why doesn't the mailbox just check itself
and tell us when it has mail?" (Laughter) -
14:20 - 14:24I was like, "That's a pretty
good question." -
14:25 - 14:27So, they can ask tons of questions
-
14:27 - 14:32and sometimes we find out
we just don't have the right answers. -
14:32 - 14:38We say, "Son, that's just the way
the world works." -
14:38 - 14:41So the more we're exposed to something,
-
14:41 - 14:43the more we get used to it.
-
14:43 - 14:45But kids haven't been around
long enough -
14:45 - 14:47to get used to those things.
-
14:47 - 14:49And so when they run into problems,
-
14:49 - 14:51they immediately try to solve them,
-
14:51 - 14:54and sometimes they find a better way,
-
14:54 - 14:56and that way really is better.
-
14:56 - 15:02So my advice that we take to heart
is to have young people on your team, -
15:02 - 15:04or people with young minds.
-
15:04 - 15:07Because if you have those young minds,
-
15:07 - 15:10they cause everyone in the room
to think younger. -
15:10 - 15:14Picasso once said,
"Every child is an artist. -
15:15 - 15:20The problem is when he or she grows up,
is how to remain an artist." -
15:22 - 15:26We all saw the world more clearly
when we saw it for the first time, -
15:26 - 15:28before a lifetime of habits
got in the way. -
15:29 - 15:31Our challenge is to get back there,
-
15:31 - 15:34to feel that frustration,
-
15:34 - 15:36to see those little details,
-
15:36 - 15:38to look broader,
-
15:38 - 15:39look closer,
-
15:39 - 15:41and to think younger
-
15:42 - 15:44so we can stay beginners.
-
15:44 - 15:45It's not easy.
-
15:45 - 15:47It requires us pushing back
-
15:47 - 15:50against one of the most basic ways
we make sense of the world. -
15:52 - 15:53But if we do,
-
15:53 - 15:55we could do some pretty amazing things.
-
15:55 - 15:58For me, hopefully, that's better
product design. -
15:59 - 16:04For you, that could mean something else,
something powerful. -
16:06 - 16:09Our challenge is to wake up
each day and say, -
16:09 - 16:12"How can I experience the world better?"
-
16:12 - 16:17And if we do, maybe, just maybe,
-
16:17 - 16:21we can get rid of these
dumb little stickers. -
16:22 - 16:24Thank you very much.
-
16:24 - 16:26(Applause)
- Title:
- The first secret of design is ... noticing
- Speaker:
- Tony Fadell
- Description:
-
As human beings, we get used to "the way things are" really fast. But for designers, the way things are is an opportunity ... Could things be better? How? In this funny, breezy talk, the man behind the iPod and the Nest thermostat shares some of his tips for noticing — and driving — change.
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 16:41
Krystian Aparta edited English subtitles for The first secret of design is ... noticing | ||
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Morton Bast edited English subtitles for The first secret of design is ... noticing | ||
Morton Bast edited English subtitles for The first secret of design is ... noticing | ||
Morton Bast edited English subtitles for The first secret of design is ... noticing | ||
Morton Bast edited English subtitles for The first secret of design is ... noticing | ||
Morton Bast edited English subtitles for The first secret of design is ... noticing |