谷歌硬件设计案例研究

所以这算是我团队为 Google 打造硬件美学的历程案例研究，希望过程中能给你们一些启发。你们大多数人都知道，20 年前 Google 的创始人立志要整合全球信息，让全世界都能访问和使用。所以我们从软件服务起步，打造了搜索、地图、Gmail、Chrome、Android 以及几十个其他产品，每天有数十亿人在使用。从最初的愿景出发，我们不再只是让用浏览器的人觉得有用，而是让人们在任何地方需要我们的服务时都能获得支持。最近两年，我们决定自己做硬件，以只有 Google 能做到的方式，把硬件、软件和 AI 的最佳体验融合在一起。所以我们开始了。我的工作就是真正定义这个团队——你知道，当你把 Google 握在手里时，它应该是什么感觉、什么样子，这既是巨大的挑战，也是莫大的荣幸。

So this would be a little bit of a case study of my team's journey in creating hardware aesthetic for Google, and hopefully give you some insights along the way. So most of you know, 20 years ago, Google's founders set out to organize the world's information and make it universally accessible and useful. So we started with software services, building search, Maps, Gmail, Chrome, Android, and dozens of other products the billions of people use every day. Since that original vision, we've moved from only being useful to people using a browser to empowering people when they need our services wherever they are, and most recently, in the last two years, we decided to make our own hardware to bring the best of hardware, software, and AI together in a way that only Google can do. So we started out. My job was to really define what the team, you know, what does it feel like and look like when you hold Google in your hands, which was an incredible challenge and honor.

所以我们开始定义自己的个性，并把它转化为实体物件。Google 这个动词之外，到底意味着什么？什么叫「很 Google」？显然，当年我们其实自己造了个定义，因为根本没有现成的。我们在文案和园区里寻找线索，就像这样。你会觉得，不，这不能作为我们产品的灵感。而我们的软件是多彩的，看起来像这样，我们也不拘一格、充满趣味。比如，我们的品牌每天都会换 logo。我们还思考了如何在已有的众多公司中找到自己的位置。我们也注意到如今市场上的电子产品长得有多像，这促使我们想做点不一样的事，占据一个更独特、更符合品牌定位的设计位置。我们开始讨论价值与高端、严肃与有趣之间的平衡。什么才是正确的美学？

So we started by looking to define our personality, to translate that to physical objects. What does Google mean beyond the verb? What does it mean to be 'googly'? Apparently, we actually created our own definition back in the day because there was none, and we looked for cues, clues in our copywriting and at our campus that look like this. You're like, no, that's not going to work as an inspiration for our products. And our software, which is colorful and looks like this, we're also unconventional and fun. For example, our brand changes its logo every day. We also thought about how we might belong within the sea of companies that were out there already. We also thought about how much electronics look alike in today's market, and that drove us to want to do something and have a more unique design position that was brand appropriate. And we merely started talking about the gauge between value and premium, and serious and playful. What was the right aesthetic?

所以我们组织了跨职能团队，一起讨论和辩论所有这些问题，探索各种可能性。经过数周的反复推敲、尝试多种变体，我们最终把这句话作为内部的口号。听起来可能很简单，但每一个词都经过辩论。应该是「更好的电子产品」吗？还是「更好的消费硬件」？我们最终选了「东西」，因为它最开放。谁知道随着我们未来推进，这些东西会被叫什么？也许它们就叫「东西」。我们知道公司会继续支持使用 Google 平台的生态系统。不过，我们也在给自己的产品施压，要求它们成为硬件、软件和 AI 的最佳组合，并且我们会努力把这些产品带给每一个人。

So we organized a cross-functional effort to talk and debate all of these questions and explore all of these possibilities. And after weeks of back-and-forth, playing with many variations, we ended up with this statement as our internal rallying cry. It may sound simple, but every single word was debated. Should it be better electronics? Better consumer hardware? We landed on 'things' as that was the most open-ended. Who knows as we progress in the future what these things will be called? Maybe they'll just be called things. We know that the company will continue to support the ecosystem that uses Google's platforms. However, we're putting pressure on our own products to be the best combination of hardware, software, and AI, and we're going to work hard to bring these products to everyone.

所以我们的下一步是，我们的……这是我们的使命。问题是，我们的个性是什么？如何从中创造出设计美学？所以我们再次审视 Google 的 DNA 和一些特质，我们说，我们一直是「人性化」的，对我们来说，这意味着真实、平易近人、谦逊。我们一直是「乐观」的，也就是富有想象力、明亮、好奇。我们努力做到「大胆」，也就是自信、爱冒险。所以目标就是把品牌特质转化为设计语言，确保我们的产品是独一无二的 Google 风格，吸引人，并且与你们在这里看到的一些竞争对手明显区分开来。

So our next step was, what's our... that's our mission. The question is, what's our personality and how do we create a design aesthetic from that? So we looked again at Google's DNA and some of the attributes and said, we've always been human, which to us meant authentic, approachable, and humble. We've always been optimistic, as in imaginative, bright, and curious. And we strive to be daring, as in confident and adventurous. So the goal then was to translate these brand attributes into a design language and make sure that our products were uniquely Google, appealing to people, and clearly differentiated from some of the competitors you see here.

所以这就是我们最终的样子。非常不同，而且感觉就是 Google，希望你们同意。大约一年前，也就是 2017 年 10 月，我们推出了第一个完整统一的硬件产品线，它由我们制定的设计原则塑造，以我们自己的 Google 品牌硬件确立了我们在市场中的地位，一系列让你觉得彼此归属的产品，包括手机、笔记本电脑、家居产品和可穿戴设备。我们知道每个人对颜色都有自己的偏好，所以我们确保每个人都能找到适合自己的。

So this is where we landed. Very different and feels like Google, hopefully you agree. And so approximately one year ago, in October 2017, we launched our first cohesive hardware product line that was shaped by the design principles that we created, which established our presence in the market with our own Google-branded hardware, a lineup of products that you feel belong together, including phones, laptops, products for the home, and wearables. And we know that everyone has their personal preference when it comes to color, so we made sure that there will be something for everyone.

接下来，我想和你们分享我们如何实现设计语言。首先是「人性化」，它意味着平易近人、诚实、谦逊。对我们来说，这意味着简洁纯粹的几何形状，加上消费电子中独特的材料，但设计上要融入你的家和你的生活，并在你需要功能性沟通之前隐藏技术和界面。第二个支柱是「乐观」，所以我们在颜色和细节上加入了很多惊喜。第三个是「大胆」，我们真的挑战了现状，从设计用织物包裹的头戴设备而不是黑色塑料，到重新构想智能手机的颜色、材料和表面处理，或者彻底改变扬声器横放或竖放的方式。我们不是用扬声器上通常需要的小脚垫，而是设计了一个硅胶圆盘，你想让扬声器放在哪一边，就把它贴在哪一边。

So next, I'd like to share with you how we delivered on our design language. First, human, which implies approachable, honest, and humble. So for us, that meant simple, pure geometry along with materials that are unique to consumer electronics but designed to fit into your home and into your life, and hiding the technology and the interface until you need to communicate functionally. The next pillar was optimistic, so we added a lot of surprise in our colors and details. And our third, daring, we really challenged the status quo, from designing a headset covered in fabric as opposed to black plastic, to reimagining the color, materials, and finish on a smartphone, or reinventing the way a speaker is able to go horizontal or vertical. Instead of the little feet you usually have to have on a speaker, we came up with this silicon disk that you just slap on whichever side you want the speaker to sit on.

在这个过程中，我们还制定了一些设计原则，比如使用不止一种材料，让产品有触感，并通过这种图形断裂在视觉上加以强调。你知道，我觉得我们现在渴望触感。我们经常面对屏幕，我想当我们离开屏幕时，我们真的很想有触摸的感觉。所以我们创造了这种设计语言，试图将两种不同的纹理或两种不同的材料结合起来，在我们所有的产品中，这在一定程度上是给用户的视觉提示。在大多数产品上，我们在合理的地方加入了顶部颜色的惊喜，并在意想不到的地方使用柔软的材料。所以所有材料都必须定制，才能同时满足我们的性能要求和美学要求。你知道，我们发现有些织物能让声音或光线透过，但看起来不好看，所以必须根据性能和美学自己制造。每一个瞬间都被深思熟虑，每一个细节。所以颜色，你知道，我们真的很想拥有 Google 的颜色，但颜色的选择考虑到了产品最终可能在家里的什么地方使用，或者它如何融入你的生活，但始终与形式和细节保持一致，即使在我们的织物保护壳中也是如此。

We also created some design principles in the process, such as using more than one material so that the products have a tactile feel, visually emphasized by this graphic break. You know, I feel we're craving tactility now. You know, we're on a lot of screens, and I think when we're off them, we really want the sensation of feeling. So we created this design language where we try to marry either two different textures or two different materials, and in all of our products, we use this in part as a visual clue for our user. On most of our products, we added the surprise of top colors where it made sense, and we use soft materials in unexpected places. So all the materials had to be custom-made in order to meet both our performance and our aesthetics. You know, we found fabrics that would be good for sound or light coming through, but they didn't look good, and so having to have our own manufactured based on both performance and aesthetics. And every moment has been deeply considered, every detail. So the colors, you know, we really wanted to own color as Google, but the colors were chosen thinking about where the product may end up being used in the home or how it fits into your life, but always being consistent with forms and details, even in our fabric cases.

所以我们的努力得到了行业的认可，自去年发布以来获得了超过 45 个设计奖项，媒体也对我们表示了肯定。不过我得说，这个标题，我要放大看，是我最喜欢的。我记得那个标题出来的时候，我就想，书呆子和非书呆子都欢呼了。就像所有人都聚在一起了。我感到很自豪。消费者也注意到了，这当然是我们最需要取悦的受众。就在上个月，我们获得了《快公司》杂志评选的「年度设计公司」的荣誉。所以很明显，我们的故事和我们的原则正在引起共鸣。

So our efforts have been recognized by the industry with over 45 design awards since our launch last year, with the press acknowledging us as well. Though I must say, this headline, and I'm gonna zoom in, is my favorite. I remember when that headline came out, I was like, the nerds and the not nerds just cheered. It was like this coming together of everyone. I'm feeling proud. So consumers are noticing too, which of course is the most important audience for us to make happy. And just last month, we received the honor of being named Design Company of the Year by Fast Company magazine. So clearly, our story along with our principles are resonating.

所以去年 4 月，我们在米兰设计周上展出，与来自世界各地的近 30 万参观者分享了我们的观点。我们与 Li Edelkoort 合作创建了一个展览，她是世界上最著名的趋势预测者之一。有趣的是，22 年前，她创作了一系列……

So last April, we exhibited at the Milan Design Fair, sharing our point of view with close to 300,000 visitors from all over the world. We created an exhibition in collaboration with Li Edelkoort, who's one of the world's most celebrated trend forecasters. And interestingly enough, 22 years ago, she created a series of...

我们谈论的是科技与人类的未来，你称之为软件 2.0。它展示了技术将如何进入我们的家庭环境，让我们更多地在家里工作，将硬与软、人与机器结合起来。

We're talking about the future of technology and humanity, and you called it Software 2.0. It showed how technology would make its way into our home environments and allow us to work at home more, marrying hard and soft, man and machine.

当她看到 Google 硬件产品的预发布时，因为我邀请她到我们这里，她惊讶地发现我们的美学和方法实现了她 22 年前对当今时代的设想。所以我们把产品寄给她，22 年后她在同一个巴黎公寓里拍摄了这些产品，既实现了她的预测，也实现了我们关于人与机器如何在家中共同生活的愿景，某种程度上模糊了工作与休闲的界限。我认为这种情况会越来越多。我的意思是，预测是到 2020 年，38% 的人将在家里工作，而不是在传统办公室。

When she saw the Google Hardware product pre-launch, because I had her up to our place, she was amazed to see how our aesthetic and approach delivered on what she had envisioned for our current times 22 years ago. So what we did is we sent her our products, and she photographed them in the same Paris apartment 22 years later, delivering on both her prediction and on our vision about how man and machine can live together in the home, somewhat softening the lines between work and leisure. And I think that's going to happen more and more. I mean, the prediction is that by 2020, 38% of folks are going to be working in their homes or not in traditional offices.

所以我们在展览入口处并排播放了两个视听演示，将 22 年前的图像与现在的进行对比。为了好玩，我们把实际硬件寄给了荷兰设计师 Kiki van Eyck，她制作了描绘硬件的微型拼贴画，实际上使用了我们在作品中使用的面料。她的技术是拍摄拼贴画，放大，然后在大提花机上编织。你知道，提花机实际上是第一种计算机形式。这种独特的挂毯技术让硬件几乎看起来是 3D 的，视觉上邀请人们去触摸。

So we had two audio-visual presentations running side by side when you entered the exhibition, comparing the images from 22 years ago with the current ones. And just for fun, we sent our actual hardware to a Dutch designer, Kiki van Eyck, who did these miniature collages depicting the hardware, actually using some of the fabric that we use in the pieces. She has this technique where she photographs the collages, enlarges it, and then has them woven on big jacquard machines. And you know, jacquard machines were actually the first form of computer. And this unique tapestry technique makes the hardware almost look 3D, inviting people visually to touch.

其余体验是一系列由家庭室内场景构成的静物，生动展现了我们关于这些以人为本的产品如何无缝融入环境的愿景。我的意思是，这些产品确实设计得融入环境，而不是突出。我认为你知道，当技术刚出现时，它有点大声喧哗，又大又黑，捶胸顿足。然后随着时间推移，当我们采用它时，它需要无缝地融入我们的室内或我们身上，因为我们更多地与它共存。

The rest of the experience was a series of still lifes made from domestic interiors, which brought to life our vision on how these human-centered products could be harmonized into the environment seamlessly. I mean, really designed these products to blend in and not stand out. I think you know, when technology first comes out, it comes out screaming a bit, big and black and beating its chest. And then over time, as we adopt it, it needs to seamlessly blend into our interiors or on us as we live with it more.

所以展览很成功？

So the exhibit was a success?

展览很成功。媒体觉得这家科技巨头，我猜他们是这么称呼我们的，以亲密而美丽的方式出人意料地展现了人性化，这很棒。

The exhibit was a success. The press felt that the tech giant, I guess that's what they called us, showed up surprisingly human in an intimate and beautiful way, which was great.

去年某个时候，我们开始规划我们设计原则中哪些是真正不变的灵魂，哪些地方允许自己随着时间演变。于是我们开始着手今年的发布产品，第一个是为家庭创造新的形态，这里指的是显示屏。我们非常谨慎，知道人们在家居装饰上花了很多心思。所以我们问自己，在从功能到纯装饰的光谱上，我们应该定位在哪里？我们考虑了各种屏幕尺寸、方向、扬声器音量，寻找合适的形态。最终我们发现，将显示屏悬浮并抬起，将扬声器置于后方并留出足够空间让声音传出，产生了这种视觉上的轻盈感。选择 7 英寸显示屏和扬声器尺寸是为了在家庭中实现最大的多功能性和摆放灵活性。结果是一款独特而轻盈的产品，既与产品家族的其他成员相契合，也融入你的家中，因为屏幕亮度会根据你家的光照条件自动调整。

So sometimes last year, we started to chart out what parts of our design principle was really our soul that would never change, and where would we give ourselves permission to evolve over time. And so we started working on this year's launch products, the first one being to create new form factors for the home, in this case a display. And we wanted to be very mindful, knowing that people take a lot of care in decorating their homes. So we asked ourselves, how far on the spectrum should we position ourselves from function to pure decoration? And we considered various screen sizes, orientations, speaker volume, searching for the right form factor. And we ended up finding out that floating and lifting the display and recessing the speaker behind with enough room for the sound to come through produce this visual lightness. And the 7-inch display speaker size was chosen for the maximum versatility and placement around the home. And the result is a unique light product that fits in with the rest of the product family as well as into your home, because the screen brightness adjusts based on your home's lighting conditions.

对于我们的新 Pixel 3 手机，我们面临的挑战是继续发展我们的产品和设计语言，同时保持现在定义 Google 设计的东西，毕竟我们进入市场才一年。所以上周我们推出了 Pixel 3 手机标志性外观的更流畅迭代。我们没有使用两种材料来制造那种图形断裂，而是采用一块玻璃，通过我们开发的独特表面处理来定义纹理变化。当然，我们继续拥有色彩。Google 一直，色彩一直是 Google 的 DNA，正如我之前提到的。这不是把我们的标志颜色复制到产品中，也不是每年锁定一个固定的调色板。我们真正想做的是采用多彩的方法，每年在合适的产品中给用户带来惊喜和愉悦。

When it came to our new Pixel 3 phone, a challenge for us was to continue to evolve our products and design language while maintaining what now defines Google design, having only been in the market for a year. So last week we introduced a slicker iteration of our signature look on the Pixel 3 phone. And instead of having two materials creating that graphic break, we're using one piece of glass where the change in texture is defined by a unique surface treatment that we developed. And of course, we continue to own color. Google has always, color has always been in Google's DNA, as I mentioned earlier. And it's not about replicating the colors of our logo into our product, nor locking into a fixed color palette year to year. But what we really want to do is take a colorful approach and surprise and delight the user in the appropriate products each year.

所以当我们创建这些调色板时，我们会考虑可取性、可行性和可实现性。我们根据产品将被看到或使用的环境来选择颜色，同时我们也紧跟当前全球色彩趋势。我们的最后一道过滤是确保我们选择的颜色感觉符合品牌。但我们从各种趋势来源、服务和展览中收集信息，也关注消费电子类别之外的其他有影响力的公司。我认为重要的是，是的，我们需要了解竞争对手，但更重要的是，我们需要吸收世界上许多产品类别以及社会学趋势中发生的一切。所以我们利用所有这些数据，形成自己的思考，即社会学趋势如何可能创造一种趋势，并为某个调色板设定基调。然后我们创建色彩和材料情绪板。我们用找到的三维作品让这些板子生动起来，最终又回到我们最终创建的二维调色板中。然后我们将产品与特定颜色匹配。由于我们总是喜欢玩对立面的张力，这里展示的是我们所谓的“暗黑梦幻”调色板，将午夜蓝和黑色混合在同一件作品中。

So when we create these color palettes, we consider desirability, viability, and feasibility. We choose the colors for the context that the product will be seen or used in, and we also stay on top of the current worldwide color trends. And our last filter is making sure that the colors we choose feel brand appropriate. But we gather our information from a variety of trend sources and services and exhibits, and look at other influential companies from outside the consumer electronic category as well. I think it's really important that, yeah, we need to know our competition, but more importantly, we need to take in everything that's going on in the world in many, many product categories as well as sociological trends. So we take all of that data and create our own thoughts as to how a sociological trend might create a trend and end up setting mood for a certain color palette. Then we create color and material mood boards. We bring those boards to life with three-dimensional pieces that we find, that end up back in the two-dimensional palettes that we create ultimately. Then we match up product with a specific color. And since we always love playing with the tension of the opposites, seen here is what we call our dark and dreamy palette that mixes midnight blue and black in the same piece.

你们会和消费者一起测试颜色吗？

Do you test colors with consumers?

我们确实会去找消费者测试颜色，当我们需要调整时，但我们总是以颜色系列的方式进行。你知道，消费者通常第一印象是看到同一产品的多种颜色展示，而这一组产品的初始印象会创造情感。然后人们会被特定颜色吸引，选择适合自己的。所以我们确保在系列中以及单独测试颜色。我们还致力于开发一种一致的语言，不仅在形式和颜色上，还在声音、触觉和灯光等交互中。对于我们的灯光模式，我们寻找人类交流的线索，并尽可能匹配，例如使用多种灯光模式来紧密模仿我们的人类信号，这里映射到连续循环，而充电完成时则是稳定的持续亮灯。

We do go out to consumers and test colors when we need to edit them, but we always do so in families of color. You know, consumers usually their first impression is they see multiple colors of the same product exhibited, and that initial impression of a group of products creates the emotion. And then one gets drawn to a specific color, choosing what is right for them. So we make sure that we test colors in families as well as individually. And we also work on how to develop a consistent language not only in form and color, but in interactions such as sound, touch, and lights. When it comes to our lighting patterns, we look for clues as to how we humans communicate and try to match that as much as possible, such as using a variety of light patterns that closely mimic our human signals, mapping here to a continuous loop versus a solid done holding steady when charging is complete.

所以我刚才分享的是我们设计过程的一部分，以及我们所经历的。但现在我想分享这一切之下的东西，我相信这才是真正的秘诀所在。那就是人，团队。我的团队来自世界各地，拥有设计、用户体验、研究、工程、色彩和材料方面的专业知识。他们涉足了大量的产品类别。我会说一半人设计过消费电子产品，另一半人做过时尚、家具、设计自行车。我的角色，我常称自己为管弦乐队的指挥，因为我是那个……

So what I just shared with you is a bit about our design process and what we went through. But now I'd like to share what's underneath all of that, that I believe is where the real secret sauce is. And it's the people, the team. My team came from all over the world with expertise in design, UX, research, engineering, color, and materials. And they've worked on a vast amount of product categories. I would say half of them have designed consumer electronics, the other half fashion, furniture, design bikes. My role, I often call myself the orchestra conductor, because I'm the person who...

这汇聚了拥有不同知识与才能的人，让他们协作共创。在我看来，我们本质相同，却又各有不同。当每个人的天赋相互和谐地放大时，奇迹便发生了。我会策划各种不同的活动，把团队带到独特的地方，大多是在大自然中。

That brings together people with different forms of knowledge and talent to collaborate and create. As I see it, we are all the same, yet everyone is different. So the magic happens when people's gifts are amplified in harmony with each other. I make sure to create different events, getting the team together in unique places, mostly in nature.

我之前就听说过这个。今天我们所有人都把设备留在车上。人们说，那天在大自然里，时间仿佛慢了下来，我们都在以不同的方式感受事物。

I've heard that come up before. Today we're all devices or requesting to be left on the bus. People remarked how time seems to slow down that day when we were in nature, and we were all taking things in differently.

我觉得大自然就会这样影响你。它实际上是终极的感官体验，色彩、质感、声音、气味，还有周围的空间。在那个有机农场，他们可以选择当一天的养蜂人，或者在 145 英亩的花田里采摘完美的花朵，然后学习如何插花，或者一起采摘番茄并享用。

I think nature does that to you. It's actually the ultimate sensory experience, with color, texture, sound, and smell, and space all around you. On this organic farm, when they had the choice of being a beekeeper for the day, or picking perfect flowers among 145 acres and then learning how to arrange them, or picking tomatoes and enjoying them together.

我相信，共同创造的一个重要元素是信任与连接。我们需要在日常工作环境之外，创造其他方式来促成这种信任与连接。今天我也听到其他人提到信任与连接的重要性，所以我非常兴奋。

I believe that an important element of creating together is trust and connection. We need to create other ways for that to occur outside of our day-to-day work environment. And today I've heard others mention the importance of trust and connection, so I was thrilled.

所以我相信，如果你只关注自己或单一目标，你或许能有意识地成功。但如果你忘记自己，真正与他人连接，专注于一个大胆的目标，那时才会发生难以想象的成就。

So I believe if you focus on yourself or your singular goals, you may knowingly succeed. But if you forget yourself and truly connect with others to focus on an audacious outcome, that's when unimaginable success happens.

对我来说，另一个秘密成分是场所。我的团队最近搬进了一栋内部被彻底翻新、专为硬件设计而改造的大楼。我们与建筑师紧密合作，确保这个新空间能支持我们的工作方式，挑选了所有反映我们美学的家具、色彩和材料。

The other secret ingredient for me is place. My team recently moved into a building that was gutted on the inside and renovated just for hardware design. We worked closely with the architects to ensure that the way we need to work was supported in this new space, picking all the furniture, colors, and materials that reflected our aesthetic.

我要求为设计图书馆留出空间，这最初受到质疑，因为公司是数字化世界信息的。然而，我相信手中捧着一本书是无可替代的。这是一种审美体验。这不是在物理和数字之间做选择。对我来说，是两者兼有。我希望这座建筑能象征这一点。

I requested a space for a design library, which was first questioned, as where the company that digitized the world's information. However, I believe that there is no substitute for holding a book in your hand. It's an aesthetic experience. It's not about choosing the physical or digital. To me, it's both/and. And I wanted this building to symbolize that.

我们很感激公司让我们与建筑师合作，为我们设计一个支持设计下各种功能的空间，以我们需要的方式，这肯定不同于软件工程师喜欢的工作方式。进入一家大公司，一家习惯于制造其他类型产品的公司，找到我们的路，并赢得我们现在作为设计师在公司所拥有的尊重，这是一段非常有趣的旅程。

We're grateful that the company let us work with the architects to design a space for us that supports the variety of functions under design, the way we need to, which is definitely different than the way software engineers like to work. It's been a really interesting journey, coming into a company, a large company, that was used to making other kinds of products, and finding our way and earning the respect that we have at the company now as designers.

现在来到我们的材料实验室。你可以看到我们有一个轮换展览，展出来自世界各地的物品，这些物品出于各种原因对我们有启发。我们将所有发现的启发材料，无论是物理的还是数字的，都编入我们新的材料库网页应用中，该应用同时编目材料和工艺。所以作为一个团队，我们……

Now up to our materials lab. You can see we have a rotating exhibit of things that have been found from all over the world that are inspiring to us for one reason or another. We catalog all those inspiring materials that we find, both physically as well as digitally, on our new material library web app that catalogs both materials and processes. So as a team, we...

我相信我们的另一个秘诀是同时使用数据和直觉。表面上，这两种信息或智能来源似乎相互矛盾。你知道，数据实际上是收集起来用于参考或分析的事实和统计，而直觉是无需有意识推理就能立即理解某事的能力。在这两者中，数据已成为决策的主导或默认驱动因素，表面上似乎是安全且确定的路径。

Another thing I believe is our secret sauce is we use both data and our intuition. On the surface, these two sources of information or intelligence seem contradictory. You know, data is really about facts and statistics collected together for reference or analysis, and intuition is the ability to understand something immediately without the need for conscious reasoning. Of the two, data has become the dominant or default driver of decisions, and on the surface it seems to be the safe and sure path.

然而，当有价值的数据变得如此庞大时，它们会主导我们的思维和感受。与此同时，我们还有另一种智能形式，即我们的直觉，随时可用。我们需要记住的是，直觉实际上是我们第一本能，也是另一种形式的数据。一些科学家现在实际上在说，数据可能是最高形式的智能。直觉，抱歉，可能是最高形式的智能。天哪，那是个口误。我的大脑，我的意识大脑想要颠倒这一点。

However, while the ball valuable data has become so big, they can dominate our thinking and feeling. All the while, we have another form of intelligence instantly and readily available, or our intuition. Well, we need to remember is actually the intuition, our first instinct, and another form of data. Some scientists are actually now saying that data may be the highest form of intelligence. The intuition, sorry, may be the highest form of intelligence. Oh boy, that was a Freudian slip. My brain, my conscious brain wants to invert that right.

但你的直觉往往知道你的意识思维不知道的事情。所以我们的直觉实际上是我们与生俱来、并在一生中以主动和被动方式积累的信息。所以你可以说，无意识中有更多的数据。我的意思是，它的力量在于大脑访问这些信息并连接点点的能力，一遍又一遍地组装和重新组装。直觉的惊人之处在于，它可以被看作一块肌肉。每次我们使用它并信任它，它就会变得更强。

But your intuition often knows what your conscious mind does not. So our intuition is actually information that we were born with and have amassed over a lifetime in both active and passive ways. So you could actually say that there's more data in the unconscious. I mean, its power lies in the brain's ability to access this information and connect the dots, assembling and reassembling them over and over again. And the amazing thing about intuition is that it can be thought of as a muscle. Every time we use it and trust it, it becomes stronger.

这让我想到设计感受与设计思维。以人为本的设计不是为人们所说或认为他们想要的东西而设计，而是为人们的需求而设计。为人们的需求而设计，正是我们不能仅仅依赖访谈和研究中的调查数据的原因。这类信息只触及表面，因为我们只能从人们那里得到他们基于已知所能表达的东西，而不是我们作为设计师可能想象到的东西，再加上我们的直觉告诉我们的东西。

And that brings me to design feeling versus design thinking. Human-centered design is not about designing for what people say or think they want. It's about designing for what people need. And designing for what people need is why we cannot rely solely on interviews and survey data from research. This type of information only scratches the surface, because we can only get out of people what they're able to articulate based on what they already know, as opposed to what we as designers might be able to imagine, as combined with what our intuition tells us.

这就是为什么，在为尚不存在的未来设计时，我们需要更深入地理解人们，他们如何思考和感受，以真正提供他们在五到十年内可能需要的技术。这带你进入设计感受。除了解决问题或实现任务，真正重要的是产品给我们留下的感觉。因此，我们必须理解认知负荷之下层层叠加的情感负荷，这揭示了事物背后更深层的动态和真相。技术变化快，但人类真相不变，行为变化缓慢。

This is why, when designing for a future that does not yet exist, we need to gain a deeper understanding of people, how they think and feel, to truly provide what they might need from technology in five to ten years. Which brings you to design feeling. Beyond solving a problem or enabling a task, what's truly important is how a product leaves us feeling. So it becomes imperative that we understand the emotional load layered under the cognitive load, that reveals the deeper dynamics and truths behind things. Tech changes fast, but human truths don't, and behavior does but slowly.

所以我们在三年前还创建了同理心实验室，旨在通过解决更深层次的人类体验问题，帮助 Google 设计更好、更具情感共鸣的产品。我们所做的是将社会科学的超能力与深度倾听和设计思维相结合，以激发产品探索的新领域。

So we also created the empathy lab three years ago, which was there to help Google design better, more emotionally resonant products by solving problems at a deeper level of human experience. What we do is blend the superpowers of social sciences with deep listening and design thinking to inspire fresh areas of product exploration.

我在设计部门内还有另一个团队，叫做 Seed Studio，由一支多才多艺的设计师团队组成，专注于概念设计和交互。这个团队帮助我们预演未来，以便我们能够为当下提供信息。这是一个必要的练习，我邀请我们所有人都来做。谢谢。

Another group I have within design is called Seed Studio, made up of a versatile team of designers specialized in conceptual design and interactions. This group helps us rehearse the future so that we can inform the present. A necessary exercise, I invite us all to do. Thank you.