Name: 【TED】Tom Hulme: What can we learn from shortcuts? (What can we learn from shortcuts? | Tom Hulme)
Uploaded: 2017-11-30T07:37:40.000Z
Duration: 7 min 21 s
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the only time you'll know if they're any good,

is to see how they're used in the real world, in context.

I'm reminded of that every time I walk past Highbury Fields

There's Georgian buildings around the side.

But then there's this mud trap that cuts across the middle.

People clearly don't want to walk all the way around the edge.

Now, this shortcut is called a desire path,

and it's often the path of least resistance.

because they're often the point where design and user experience diverge.

because you guys are going to start seeing these everywhere.

But today, I'm going to pick three I find interesting

about launching new products and services.

The first is in the capital city of Brazil -- Brasilia.

you have to just focus on designing for a real need

so he laid it out like a plane, as you can see there.

he put most of the important government buildings in the cockpit.

But if you zoom in, in the very center of Brasilia,

Now, they thought that they had future-proofed this design.

They thought in the future we wouldn't need to walk anywhere --

so there was little need for walkways or pavements.

you can see it crosses 15 lanes of traffic.

that Brasilia has five times the pedestrian accident rate

They'll always find the low-friction route

Not all these desire paths are dangerous,

I was reminded flying here when I was in Heathrow.

Many of us get frustrated when we're confronted

with the obligatory walk through duty-free.

how many people refused to take the long, meandering path to the left,

What do designers think when they see our behavior here?

Or do they accept that this is the only truth?

We're effectively co-designing their product.

So our job is to design for real needs at low friction,

because if you don't, the customer will, anyway.

that sometimes the best way to come up with a great design

Now, university campuses are fantastic for spotting desire paths.

I think it's because students are always late and they're pretty smart.

and then they waited a few months for the paths to form.

In fact, often, just launching the straw man of a service

For example, Ayr Muir in Boston knew he wanted to open a restaurant.

He'd write a different menu on the side in a whiteboard marker

to launch something to spot the desire paths.

The third and final desire path I wanted to share with you

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【TED】Tom Hulme: What can we learn from shortcuts? (What can we learn from shortcuts? | Tom Hulme)

constantly

absolutely

incredibly

empathy