1.There’s a lot of exciting things happening in the design world and at IDEO this past year, and I’m pleased to get a chance to share some of those with you.
在过去的一年里，IDEO公司和世界各地 发生了很多激动人心的事。 我非常高兴能有机会在此分享其中一些故事。
2.I didn’t attend the first TED back in 1984 but I’ve been to a lot of them since that time.
尽管我错过了1984年第一届TED大会， 但我参加了之后的很多届。
3.I thought it was interesting to think back to that time when Richard got the whole thing started. Thank you very much, Richard, it’s been a big, enjoyable part of my life, coming here.
回想起那个时候很有意思。 理查德在创办之时为此付出了很多。多谢了，理查德! 来到TED是我生命中很重要、也很快乐的一部分。
4.And so thinking back, I was thinking those of us in Silicon Valley were really focused on products or objects — certainly technological objects.
回想那时， 我们在硅谷工作的那些人，真的是专心致志开发各种产品， 各种技术产品。
5.And so it was great fun in those days, and some of you who are in the audience were my clients.
那段时光真是太有意思了。 当时有些客户，今天也在座。
6.We’d come in with some prototype underneath a black cloth and we’d put it on the conference table, and we’d pull off the black cloth and everybody would “ooh” and “ah.”
记得我们准备好原型，藏在一块黑布下， 然后放在会议桌上 当我们揭开黑布时，大家惊呼，“哦！”，“啊？”
7.That was a really good time.
真是很好玩的经历。
8.And so we’ll continue to focus on products, as we always have.
所以，我们还会一如既往，关注产品设计。
9.If you were here last year, I probably wrestled you to the floor and tried to show you my new EyeModule 2, which was a camera that plugged into the Handspring.
如果你去年来过， 我或许会拖到地板上，试着给你看我的新款EyeModule 2 它是一款针对Handspring掌上电脑设计的可插卸相机。
10.And I took a lot of pictures last year; very few people knew what I was up to, but I took a lot of pictures.
虽然很少有人知道， 但我用它我拍了照片，拍了很多张。
11.This year — maybe you could show the slides — this year we’re carrying this Treo, which we had a lot to do with and helped Handspring design it.
今年——或许您会给大家展示这些幻灯片 今年我们带了Treo 我们帮助Handspring设计了这款产品。
12.Also, though we designed it a few years ago — it’s just become ubiquitous in the last year or so — this Heartstream defibrillator which is saving lives.
尽管几年以前它就设计好了， 但仅只是在去年它才流行起来。 这是个用来急救的心脏除颤器
13.Maybe you’ve seen them in the airports? They seem to be everywhere now.
或许您在机场见过？现在看来满地都是。
14.Lots of lives are being saved by those.
这种设备救过很多条命。
15.And, we’re just about to announce the Zinio Reader product that I believe will make magazines even more enjoyable to read.
还有，我们正准备宣布Zinio阅读器， 我相信它会让阅读杂志变成一种享受。
16.So, we really will continue to focus on products.
所以，我们肯定会继续关注产品。
17.But something’s happened in the last 18 years since Richard started TED, and that’s that people like us — I know people in other places have caught onto this for a long time,
不过，在理查德开创了TED之后的18年中， 发生了一些变化—— 我知道，其他人早已开始这样做了
18.but for us, we’ve really just started to climb Maslow’s hierarchy a little bit — and so we’re now focused more and more on human centered design.
但对我们来说，才刚刚开始 刚学会一点”马斯洛需要层次论”—— 现在我们对人性化设计的关注越来越多
19.Human-centeredness in an approach to design.
以人为中心是一种设计方法，
20.That really involves designing behaviors and personality into products.
即在产品设计时，充分尊重人性特点和行为习惯，以人为本。
21.And I think you’re starting to see that, and it’s making our job even more enjoyable.
我想你也开始注意到， 这让我们的工作更为享受。
22.Interestingly enough, we used to primarily build 3-D models — you know, you’ve seen some today — and 3-D renderings.
的确有很多乐趣。你知道，我们过去主要设计三维模型 今天你会看到一些演示-以及三维渲染。
23.Then we’d go and we’d show those as communicating our ideas.
我们会借助它们，来展示新的创意。
24.But firms like ours are having to move to a point where we get those objects that we’re designing and get them in motion, showing how they’ll be used.
很多和我们类似的厂商已经又向前迈了一步—— 对还在设计之中的产品， 给大家展示它们的用法。
25.And so in order to do that we’ve been forming internal video-production groups, in order to make these kind of experience prototypes
为了能做到这一点， 我们也建立了内部视频开发组 去创建这种体验版原型，
26.that show just what we mean about the man-machine relationship.
来展示什么是人机关系。
27.And it’s a much better way to see.
这种方式看起来要好得多。
28.It’s kind of like architects who show people in their houses, as opposed to them being empty.
就像建筑师站在装饰好的房子里给人们展示设计 而不是在毛坯房里面比划。
29.So I thought that I would show you a few videos to show off this new, broader definition of design in products and services and environments.
所以，我会给大家放一些视频 给大家秀一秀我们的新设计， 有产品，服务及环境等。
30.I have a few of them — they’re no more than a minute or a minute-and-a-half apiece — but I thought you might be interested in seeing some of our
我这儿准备了一些视频，不超过一分钟 长的不超过1分半。 您或许可能对我们去年完成的一些东西
31.work over the last year, and how it responds in video.
很感兴趣，想看看到底有多酷。
32.So, Prada New York: We were asked by Rem Koolhaas and OMA to help us conceive the technology that’s in their retail store in New York.
好，纽约普拉达。我们接到来自 雷姆·库哈斯和大都会建筑事务所的邀请， 要我们帮他们设计在纽约的一个零售店面。
33.He wanted a new kind of store — a new one — a store that had a cultural role as well as a retail one.
他想要一种新型商店——全新的—— 一个集文化与零售为一体的商店。
34.And that meant actually designing custom technology as opposed to just buying things off the shelf and putting them to use.
这意味着需要特殊的设计创意， 而不是简单地买上几个陈列柜摆在那儿。
35.So, there’re lots of things. Everything has RF tags: there’s RF tags on the user, on the cards, there’s the staff devices that are all around the store.
商店里有很多东西，每样东西都有一个射频标签 甚至用户身上，卡上也都有。 商店里到处都有扫描设备。
36.You pick them up, and once you see something that you’re interested in, the staff person can scan them in and then they can be shown on any screen throughout the store.
一旦你选中什么喜欢的东西， 店员即可对其进行扫描， 然后在整个商店的各个屏幕都会显示其详细休息。
37.You can look at color, and sizes, and how it appeared on the runway, or whatever.
你可以看它的颜色，尺寸，试穿效果等等。
38.And so then the object — the merchandise that you’re interested in — can be scanned. It’s taken into the dressing room, and in the dressing room there are scanners
接着，你感兴趣的这件商品会标上记号， 你可以把它带进更衣室， 那里同样有扫描仪。
39.so that we know exactly what clothing you have in the dressing room.
这样，我们就能准确地知道你在更衣室里试哪件衣服。
40.We can put that up on a touch screen and you can play with that, and get more information about the clothing that you’re interested in as you’re trying it on.
我们可以放置一个触摸屏， 当你试穿上后，你就可以通过它自由浏览， 了解更多关于这件衣服的信息。
41.It’s been used a lot of places, but I particularly like the use here of liquid crystal displays in the changing room.
很多地方都用到液晶显示， 但这里的设计我尤为喜欢。
42.The last time I went to see this store, there was a huge buzz about people standing outside and wondering, “Am I going to actually get to see the people changing clothes here?”
上次我去这家店看的时候， 很多人好奇地站在周围，议论纷纷： “啊，我该不会看到人们怎么在里面换衣服的吧？”
43.But if you push the button, of course, the the whole wall goes dark.
实际上当然不会。如果你按下这个按钮，液晶显示墙就关了。
44.So you can try to get approval, or not, for whatever you’re wearing.
所以无论穿什么，你尽可放心得到亲友的参谋。
45.And then one of my favorite features of the technology is the magic mirror, where you put on the clothes.
接下来是我最喜欢的一项技术—— 魔镜。在你试衣服时，
46.There’s a big display in the mirror, and you can turn around — but there’s a three second delay.
镜子里会显示一副很大的影像， 你转身的时候，镜像会有三秒的延迟，
47.So you can see what you look like from the back or all the way around, as you look.
这样你就可以看到前后左右整体效果。
48.(Applause) About a year and a half ago we were asked to design an installation in the museum — this is a new wing of the Science Museum in London,
（掌声） 大约一年半前我们受邀 为伦敦科学博物馆设计一处装置—— 博物馆里有一块新展区，
49.and it’s primarily about digital and biomedical issues.
主要是关于数字和生物医学的。
50.And a group at Itch, which is part of IDEO, designed this interactive wall that’s about four stories tall.
IDEA公司在Itch的一个小组， 设计了这面具有交互功能的墙，大约有4层楼那么高。
51.I don’t know if anybody’s seen this — it’s pretty spectacular in the room.
不知道是否有人见过– 它在房间里面显得格外壮观。
52.Anyway, it’s based on the London subway system.
这面墙其实借助了伦敦地铁系统的设计。
53.And so you can see that the goal is to bring some of the feedback that the people who had gone to the museum were giving, and get it up on the wall so everybody could see. Just for everybody to see.
正如你看到的那样， 它的目的是获取反馈—— 来博物馆参观的人们，会给一些反馈， 把这些反馈显示在墙上，这样所有的人都能看到。
54.So you enter your information. Then, like the London tube system, the little trains go around with what you’re thinking about.
假设你输入一些信息，接下来就如同伦敦地铁系统， 这些小火车就会载着你的信息前进。当到达一个车站时，
55.And then when you get to a station, it’s expanded so that you can actually read it.
这条信息就会展开，内容一览无遗。
56.Then when you exit the IMAX theatre on the fourth floor — mostly teenagers coming out of there — there’s this big open space that has these tables in it,
在你从第四层的IMAX剧院出来时， 会看到好多孩子 那里有这样大的一个空间，里面有桌子
57.that have interactive games which are quite fun, also designed by Durrel [Bishop] and Andrew [Hirniak] of Itch.
设计了很多非常有趣的交互游戏。 也是出自Itch小组的杜勒·毕晓普和安德鲁·海尔纳克之手。
58.And the topics include things that the museum is about: male fertility, choosing the sex of your baby or what a driverless car might be like.
其中的主题主要涉及： 雄性可育性，选择孩子的性别， 以及无人驾驶汽车是什么样。
59.There’s lots of room, so people can come up and understand what it is before they get involved.
那里有很多个房间，人们在尝试之前 可以先了解下是什么东西。
60.And also, it’s not shown in the video, but these are very beautiful.
而且，虽然不是用视频显示的，但看起来非常漂亮
61.They go to the top of the wall and when they reach all the way to the top, after they’ve bounced around, they disperse into bits and go off into the atmosphere.
他们一路来到墙的顶端， 在弹回之后，变成了碎片， 消失在空气中。
62.The next video is not done by us.
下面一个视频不是我们做的。
63.This is CBS Sunday Morning — they aired about two weeks ago.
CBS周日早间报道在大约两个星期之前播出了这段视频。
64.Scott Adams ran into us and asked us if we wouldn’t help to design the ultimate cubicle for Dilbert, which sounded like a fun thing and so we couldn’t pass it up.
斯科特·亚当斯碰巧遇见我们， 问是否愿意帮忙为迪尔伯特 设计最终的工作格间。 听起来很有意思，我们可不能拒绝。
65.He’s always been interested in technology in the future.
他对未来的技术总是很感兴趣。
66.(Video: Scott Adams: I realized that at some point I might be the world’s expert on what’s wrong with cubicles.
（视频：斯科特·亚当斯：这些工作格间有什么毛病， 某些时候我觉得自己再清楚不过了。
67.So we thought, well, wouldn’t it be fun to get together with some of the smartest design guys in the world and try to figure out if we could make the cubicle better?
然后就想， 找一些世界上最具设计头脑的人 一起尝试把这些格子间改得更好些，岂不是很有趣？
68.Narrator: Though they work in a wide-open office space spectacularly set under San Francisco’s Oakland Bay Bridge, the team built their own little cubicles
讲述者：尽管是在旧金山奥克兰海湾大桥 工作空间非常开阔，宏伟壮观， 但团队却是在这里建造他们自己的迷你格子间，
69.to fully experience the problems.
以充分体验其存在的问题。
70.Woman: A one-way mirror. I can look out; you can look at yourself.
女音：一个单面镜。我可以向外面看；你可以看到你自己。
71.Narrator: They took pictures.
讲述者：他们拍了照片。
72.Woman: You feel so trapped, when some one kind of leans over and you’re sort of held captive there for a minute.
女音：如果有什么弯曲或倾斜，会让人感觉到很局促 呆在那一分钟，你就象是感觉在关禁闭。
73.SA: So far it’s chaos, but a lot of people are doing stuff, so that’s good.
斯科特.亚当斯：目前看来还是乱糟糟的，但很多人在忙乎
74.We’ll see what happens.
似乎进展得不错，让我们拭目以待。
75.Narrator: The first group builds a cubicle in which the walls are screens for the computer and for family photos.
讲述者：第一组设计的小卧室， 墙面充满了计算机屏幕和家庭照片。
76.In the second group’s scenario, the walls are alive and actually give Dilbert a group hug.
第二组，墙面很生动 实际上给迪尔伯特一个大拥抱。
77.(Laughter) Behind the humor is the idea of making the cubicle more human.) David Kelley: So here’s the final thing, complete with orange lighting
（笑声） 这个主意的背后实际上使这个小格子间更人性化。） 大卫：最后一个，使用了橘红色的光
78.that follows the sun across — that follows the tracks of the sun — across the sky.
沿着太阳光照射，一直到天空中。
79.So you feel that in your cubicle.
所以你会觉得非常舒适。
80.And my favorite feature, which is a flower in a vase that wilts when you leave in disappointment, and then when you come back, it comes up to greet you, happy to see you.
我最喜欢的一处是花瓶， 当你离开时，它会很失望蔫下去， 当你回来时，它立即变得很有生气，跟你打招呼。
81.(SA: The storage is built right into the wall.) DK: You know, it has homey touches like a built in fishtank in the walls, or something to be aggressive with to release tension.
(斯科特: 存储与墙融合到了一起。） 大卫：你知道，就象在墙里面嵌了一个鱼缸一样，很有家的感觉。 或者某种东西，特别能助你释放压力。
82.(SA: Customizable for the boss of your choice.) DK: And of course: a hammock for your afternoon nap that stretches across your cubicle.
（斯科特：根据个人的喜好而定制的这个“老板”。） 大卫：在这个小卧室中，还有一样东西： 用于午睡的吊床，它就悬挂在小卧室中。
83.(SA: Life would be sweet in a cubicle like this.) DK: This next project, we were asked to design a pavilion to celebrate the recycling of the water on the Millennium Dome in London.
（斯科特：生活就应该象这个小卧室般温馨。） 大卫：下一个项目，是设计一个水榭 来庆祝伦敦千禧穹顶的水循环系统。
84.The dome has an incredible amount of water that washes off of it, as well as waste-water.
在这个穹顶，有难以置信的水量从上面留下来， 其中包括污水。
85.So this building actually celebrates the water as it comes out of the recycling plant and goes into the reed bed so that it can be filtered for the final time.
这座建筑实际上是想庆祝这一点。 水经过循环回收设施，会流入苇地。 这样在最后一刻就得到了过滤。
86.The pavilion’s design goal was to be kind of quiet and peaceful.
水榭的设计目标，追求一种宁静祥和的感觉。
87.In contrast to if you went inside the dome, where it’s kind of wild and crazy and everybody’s learning all kinds of things, or fooling around, or whatever they’re doing.
与在建筑里面截然不同， 里面热闹非凡，人人都在学各种各样的东西， 或四处闲逛，或做其他的事情等。
88.But it was intended to be quite quiet.
但水榭的设计却要求非常安静。
89.And then you would wander around and gather information, in a straightforward fashion, about the recycling process and what’s being done, and how they’re going to reuse the water
你会围绕着建筑四下观察， 以一种很直接的方式，收集关于该循环过程的信息。 都做了什么处理，在流经该设备时，
90.once it comes through the plant.
如何能得到重复利用等。
91.And then, if you saw, the panels actually rotate. So you can get the information on the front side, but as they rotate, you can see the actual
接着，如果你看到的话， 这些板子实际上在转动。所以你能看到设备的前面，收集信息， 而在它们转动时，你能看到实际上它的后面，
92.recycling plant behind, with all the machines as they actually process the water.
以及所有处理流水的机器。
93.You can see: there’s the plant.
你可以看到：那里有一个设备
94.These are all very low-budget videos, like quick prototypes.
都是很低成本的视频，就像快速原型。
95.And we’re announcing a new product here tonight which is the first time this ever been shown in public.
今天晚上再这里我们会宣布一款新的产品， 这是第一次在公众面前进行展示。
96.It’s called Spyfish, and it’s a company called H2Eye, started by Nigel Jagger in London.
它的名字是Spyfish, 来自公司H2Eye, 由奈杰尔·贾格尔在伦敦创建。
97.And it’s a company that’s trying to bring the experience — many people have boats, or enjoy being on boats, but a very small percentage of people
这家公司尝试给大家带来一种全新体验—— 很多人有船，或是很享受在船上的生活，但只有很少一部分人
98.actually have the capability or the interest in going under the water and actually seeing what’s there, and enjoying what scuba divers do.
有能力或者有兴趣到水下去 真实地看看那里到底有什么， 享受潜水者才有的乐趣。
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