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TEDxBoston 2012

Timothy Prestero: Design for people, not awards

Timoti Prestero (Timothy Prestero): Dizajniranje za ljude, a ne za nagrade

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Timoti Prestero je mislio da je dizajnirao savršen inkubator za novorođenčad za zemlje u razvoju -- ali njegov tim je naučio tešku lekciju kada inkubator nije ušao u proizvodnju. Ova priča je manifest o važnosti dizajniranja za upotrebu u realnom svetu, a ne radi priznanja. (Snimljeno na TEDxBoston.)

- Designer
Timothy Prestero loves a flashy "concept car." But in his own work, he aims to design products for social impact, keeping users in mind. Full bio

I've got a great idea that's going to change the world.
Imam sjajnu ideju koja će promeniti svet.
00:16
It's fantastic, it's going to blow your mind.
Fantastična je, zapanjićete se.
00:18
It's my beautiful baby.
To je moja divna beba.
00:20
Here's the thing, everybody loves a beautiful baby.
Evo, svako voli lepu bebu.
00:22
I mean, I was a beautiful baby.
I ja sam bio lepa beba.
00:24
Here's me and my dad a couple days after I was born.
Tu smo ja i moj tata par dana posle mog rođenja.
00:26
So in the world of product design,
U svetu dizajniranja proizvoda
00:28
the beautiful baby's like the concept car.
lepa beba je kao prototip.
00:30
It's the knock-out.
Nešto što je izuzetno lepo.
00:33
You see it and you go, "Oh, my God. I'd buy that in a second!"
Ugledate i kažete: "Bože, ovo bih kupio istog momenta!"
00:34
So why is it that this year's new cars
Zašto automobili ove godine
00:37
look pretty much exactly like last year's new cars?
izgledaju skoro isto kao prošlogodišnji novi automobili?
00:40
(Laughter)
(Smeh)
00:44
What went wrong between the design studio and the factory?
Šta je krenulo loše između studija za dizajn i fabrike?
00:45
Today I don't want to talk about beautiful babies,
Danas ne želim da pričam o divnim bebama,
00:48
I want to talk about the awkward adolescence of design --
želim da pričam o nezgodnoj adolescenciji dizajniranja --
00:51
those sort of dorky teenage years
o nekim šašavim tinejdžerskim godinama
00:54
where you're trying to figure out how the world works.
kada pokušavate da shvatite kako funkcioniše svet.
00:58
I'm going to start with an example from some work that we did on newborn health.
Počeću sa primerom jednog posla koji smo obavili u vezi sa zdravljem novorođenčadi.
01:01
So here's a problem:
Evo problema:
01:05
Four million babies around the world,
Četiri miliona beba u svetu,
01:07
mostly in developing countries,
uglavnom u zemljama u razvoju,
01:10
die every year before their first birthday,
umire svake godine pre svog prvog rođendana,
01:11
even before their first month of life.
čak i pre navršenih mesec dana života.
01:14
It turns out half of those kids, or about 1.8 million newborns around the world,
Ispada da bi polovina ove dece ili oko 1,8 miliona novorođenih u svetu,
01:16
would make it if you could just keep them warm
preživelo, samo da ste uspeli da im održavate toplotu
01:19
for the first three days, maybe the first week.
u prva tri dana, možda u prvoj nedelji.
01:22
So this is a newborn intensive care unit in Kathmandu, Nepal.
Ovo je odeljenje za intenzivnu negu novorođenih u gradu Katmanduu, u Nepalu.
01:25
All of these kids in blankets belong in incubators --
Sva ova deca u ćebadima bi trebalo da su u inkubatoru --
01:29
something like this. So this is a donated Japanese Atom incubator
ovako. Ovo je poklonjen japanski Atom inkubator
01:32
that we found in a NICU in Kathmandu.
koji smo našli u (nejasno) gradu Katmanduu.
01:36
This is what we want.
Evo šta želimo.
01:38
Probably what happened is a hospital in Japan upgraded their equipment
Verovatno se dogodilo to, da je bolnica u Japanu
obnovila svoju opremu
01:41
and donated their old stuff to Nepal.
i poklonila staru opremu Nepalu.
01:43
The problem is, without technicians, without spare parts,
Problem je to, da bez tehničara i rezervnih
delova,
01:47
donations like this very quickly turn into junk.
ovakve donacije se vrlo brzo pretvaraju u otpad.
01:51
So this seemed like a problem that we could do something about.
Ličilo je na problem u vezi sa kojim bismo mogli da
učinimo nešto.
01:54
Keeping a baby warm for a week,
Održavati bebinu toplotu nedelju dana
01:57
that's not rocket science.
i nije neka svemirska nauka.
02:00
So we got started.
Tako smo započeli.
02:02
We partnered with a leading medical research institution here in Boston.
Udružili smo se sa vodećom institucijom za medicinska istraživanja ovde, u Bostonu.
02:04
We conducted months of user research overseas,
Mesecima smo vršili istraživanje korisnika u inostranstvu,
02:07
trying to think like designers, human-centered design.
pokušavajući da mislimo kao dizajneri, usmereni na čoveka.
02:10
Let's figure out what people want.
Hajde da otkrijemo šta ljudi žele.
02:13
We killed thousands of Post-it notes.
Ubili smo se čitajući na hiljade pisamaca.
02:16
We made dozens of prototypes to get to this.
Napravili smo desetine protopipova da bismo stigli do ovog.
02:18
So this is the NeoNurture Infant Incubator,
Ovo je inkubator NeoNurture
02:21
and this has a lot of smarts built into it. And we felt great.
i u njega je ugrađeno mnogo elektronike. Osećali smo se
sjajno.
02:24
So the idea here is, unlike the concept car,
Ideja je bila da, drugačije nego kod modela automobila,
02:28
we want to marry something beautiful
sastavimo nešto divno
02:30
with something that actually works.
sa nečim što zaista funkcioniše.
02:32
And our idea is that this design
Naša ideja je da bi ovaj dizajn
02:35
would inspire manufacturers and other people of influence
mogao da inspiriše proizvođače i druge uticajne ljude
02:37
to take this model and run with it.
da razgrabe ovaj model.
02:41
Here's the bad news:
Evo loših vesti:
02:43
The only baby ever actually put inside the NeoNurture Incubator
jedina beba koju su stavili u NeoNurture inkubator
02:47
was this kid during a Time magazine photo shoot.
je bilo ovo dete tokom slikanja za magazin Tajm.
02:50
So recognition is fantastic.
Priznanje je fantastično.
02:54
We want design to get out for people to see it.
Želimo da dizajn dospe do ljudi da ga vide.
02:56
It won lots of awards.
Osvojio je mnoge nagrade.
02:59
But it felt like a booby prize.
Ali izgledalo je kao utešna nagrada.
03:01
We wanted to make beautiful things that are going to make the world a better place,
Hteli smo da uradimo divne stvari koje bi
učinile svet boljim,
03:03
and I don't think this kid was even in it long enough to get warm.
a mislim da ovo dete nije stiglo ni da se zagreje u njemu.
03:09
So it turns out that design for inspiration
Ispada da taj dizajn za inspiraciju,
03:13
doesn't really --
u stvari --
03:15
I guess what I would say is, for us, for what I want to do,
ono što želim da kažem,
03:18
it's either too slow or it just doesn't work, it's ineffective.
je ili previše spor ili jednostavno ne funkcioniše, nije efikasan.
03:22
So really I want to design for outcomes.
Zaista želim da dizajniram tako da ima rezultata.
03:26
I don't want to make beautiful stuff.
Ne želim da pravim lepe stvari.
03:28
I want to make the world a better place.
Želim da napravim svet boljim mestom.
03:30
So when we were designing NeoNurture,
Kada smo dizajnirali NeoNurture,
03:32
we paid a lot of attention to the people who are going to use this thing --
mnogo pažnje smo obratili na ljude koji će ga koristiti,
03:34
for example, poor families, rural doctors,
na primer, siromašne porodice, seoske lekare,
03:37
overloaded nurses, even repair technicians.
prezaposlene medicinske sestre, tehničare za popravku.
03:39
We thought we had all our bases covered, we'd done everything right.
Mislili smo da smo sve osnove pokrili, da smo sve dobro uradili.
03:43
Well it turns out there's this whole constellation of people
Ispada da postoji čitava plejada ljudi
03:46
who have to be involved in a product for it to be successful:
koji moraju biti uključeni u proizvod da bi on bio uspešan:
03:49
manufacturing, financing, distribution, regulation.
proizvodnja, finansiranje, distribucija, regulativa.
03:52
Michael Free at PATH says you have to figure out who will "choose, use and pay the dues"
Majkl Fri iz PATH-a kaže da moraš da otkriješ ko će "izabrati, koristiti i platiti namete"
03:55
for a product like this.
za ovakav proizvod.
03:59
And I have to ask the question --
Moram da postavim pitanje --
04:01
VC's always ask, "Sir, what is your business, and who is your customer?"
oni koji ulažu kapital uvek pitaju: "Gospodine, šta je vaš posao i ko je vaš kupac?"
04:03
Who is our customer? Well here's an example.
Ko je naš kupac? Evo primera.
04:06
This is a Bangladeshi hospital director outside his facility.
Ovo je direktor bolnice u Bangladešu ispred svoje ustanove.
04:10
It turns out he doesn't buy any of his equipment.
On ne kupuje ništa od opreme.
04:13
Those decisions are made by the Ministry of Health
Te odluke donosi Ministarstvo zdravlja
04:15
or by foreign donors,
ili strani donatori
04:18
and it just kind of shows up.
i ta oprema se samo pojavi.
04:20
Similarly, here's a multinational medical device manufacturer.
Slično, ovo je jedan multinacionalni proizvođač medicinske opreme.
04:21
It turns out they've got to fish where the fish are.
Ispada da se oni nalaze na pravom mestu u pravo vreme.
04:25
So it turns out that in emerging markets, where the fish are,
Proizilazi da je u tržištima u razvoju, gde su potrošači,
04:27
are the emerging middle class of these countries --
srednja klasa u usponu --
04:31
diseases of affluence: heart disease, infertility.
i bolesti izobilja: bolesti srca, neplodnost.
04:34
So it turns out that design for outcomes in one aspect
Tako, dizajniranje sa ciljem, u nekom vidu,
04:38
really means thinking about design for manufacture and distribution.
zaista znači razmišljanje o dizajnu za proizvodnju i distribuciju.
04:43
Okay, that was an important lesson.
U redu, to je bila važna pouka.
04:46
Second, we took that lesson and tried to push it into our next project.
Drugo, naučili smo lekciju i pokušali da je ubacimo u naš sledeći projekat.
04:48
So we started by finding a manufacturer,
Krenuli smo u potragu za proizvođačem,
04:53
an organization called MTTS in Vietnam,
a to je organizacija MTTS u Vijetnamu,
04:55
that manufactures newborn care technologies for Southeast Asia.
koja proizvodi tehnologiju za novorođene, namenjenu za Jugoistočnu Aziju.
04:57
Our other partner is East Meets West.
Naš drugi partner je East Meets West.
05:00
This is an American foundation that distributes that technology
To je američka fondacija koja distribuira ovu tehnologiju
05:02
to poor hospitals around that region.
siromašnim bolnicama u toj regiji.
05:05
So we started with them saying, "Well what do you want?
Započeli smo pitanjem: "Šta želite?
05:08
What's a problem you want to solve?"
Koji problem želite rešiti?"
05:11
And they said, "Well let's work on newborn jaundice."
A oni su rekli: "Hajde da poradimo na problemu žutice novorođenčadi."
05:12
So this is another one of these mind-boggling global problems.
Ovo je još jedan od globalnih problema od kojih zastaje dah.
05:15
So jaundice affects two-thirds of newborns around the world.
Žutica pogađa dve trećine novorođenih širom sveta.
05:18
Of those newborns, one in 10 roughly,
Kod tih novorođenih, grubo rečeno kod jednog od deset njih,
05:22
if it's not treated, the jaundice gets so severe
ako se ona ne leči, postane tako ozbiljna,
05:27
that it leads to either a life-long disability,
da dovodi ili do doživotne nesposobnosti
05:30
or the kids could even die.
ili deca mogu čak i umreti.
05:33
There's one way to treat jaundice,
Postoji jedan način lečenja žutice
05:35
and that's what's called an exchange transfusion.
i to je transfuzija kompletne krvi.
05:37
So as you can imagine, that's expensive and a little bit dangerous.
Možete zamisliti koliko je skupa i opasna.
05:39
There is another cure.
Ima još jedan lek.
05:43
It's very technological, it's very complex, a little daunting.
On je vrlo tehnološki, kompleksan i malo zastrašujući.
05:45
You've got to shine blue light on the kid --
Morate osvetliti dete plavom svetlošću --
05:51
bright blue light on as much of the skin as you can cover.
primeniti plavu svetlost na najveću moguću površinu kože.
05:54
How is this a hard problem?
Koliko je ovo težak problem?
05:58
So I went to MIT,
Otišao sam do MIT-a,
06:00
Okay, we'll figure that out. (Laughter)
U redu, otkrićemo. (Smeh)
06:04
So here's an example. This is an overhead phototherapy device
Evo primera. Ovo je gornji uređaj za fototerapiju
06:07
that's designed for American hospitals.
koji je dizajniran za američke bolnice.
06:10
And here's how it's supposed to be used.
Evo kako bi trebalo da se upotrebljava.
06:13
So it's over the baby, illuminating a single patient.
Uređaj je iznad bebe, osvetljava jednog pacijenta.
06:15
Take it out of an American hospital,
Iznesimo to iz američke bolnice,
06:18
send it overseas to a crowded facility in Asia,
pošaljimo ga u prenatrpanu bolnicu u Aziji
06:21
here's how it's actually used.
i evo kako se u stvari koristi.
06:23
The effectiveness of phototherapy is a function of light intensity.
Efekat fototerapije zavisi od intenziteta svetlosti.
06:24
So these dark blue squares show you where it's effective phototherapy.
Ovi tamno plavi kvadrati pokazuju gde je fototerapija efikasna.
06:28
Here's what it looks like under actual use.
Evo kako izgleda u stvarnoj upotrebi.
06:31
So those kids on the edges
Ona deca s kraja
06:34
aren't actually receiving effective phototherapy.
u stvari ne dobijaju efektivnu fototerapiju.
06:35
But without training, without some kind of light meter,
Bez obuke, bez nekog "svetlomera"
06:37
how would you know?
kako biste ovo znali?
06:40
We see other examples of problems like this.
Ima i drugih primera sa sličnim problemima.
06:42
So here's a neonatal intensive care unit
Evo odeljenja intenzivne nege novorođenih
06:44
where moms come in to visit their babies.
gde mame dolaze u posetu svojim bebama.
06:46
And keep in mind, Mom maybe just had a C-section,
Ne zaboravite, mama se možda tek porodila carskim rezom,
06:48
so that's already kind of a bummer.
a to je već neka vrsta neprijatnosti.
06:51
Mom's visiting her kid.
Mama je u poseti detetu.
06:53
She sees her baby naked, lying under some blue lights,
Vidi svoje dete nago, kako leži ispod nekog plavog svetla,
06:54
looking kind of vulnerable.
izgleda pomalo ranjivo.
06:57
It's not uncommon for Mom to put a blanket over the baby.
Nije neobično da mama pokriva bebu ćebetom.
06:59
From a phototherapy standpoint, maybe not the best behavior.
Sa stanovišta fototerapije, ovo nije najbolje postupanje.
07:02
In fact that sounds kind of dumb.
U stvari zvuči glupo.
07:06
Except, what we've learned
Osim što smo naučili
07:09
is that there's no such thing as a dumb user -- really is what we've learned.
da ne postoji glup korisnik -- zaista smo to shvatili.
07:12
There are only dumb products.
Postoje samo glupi proizvodi.
07:15
We have to think like existentialists.
Moramo da razmišljamo kao egzistencijalisti.
07:17
It's not the painting we would have painted,
Ovo nije slika koju bismo naslikali,
07:19
it's the painting that we actually painted.
ovo je slika koju smo stvarno naslikali.
07:20
It's the use -- designed for actual use.
To je korišćenje -- dizajniran je za stvarnu upotrebu.
07:22
How are people actually going to use this?
Kako će ljudi koristiti ovo?
07:25
So similarly, when we think about our partner MTTS,
Slično, kad mislimo o našem partneru MTTS,
07:27
they've made some amazing technologies for treating newborn illnesses.
napravili su neke neverovatne tehnologije za lečenje bolesti novorođenih.
07:31
So here's an overhead warmer and a CPAP.
Ovo je grejač iznad glave i aparat za potpomognuto disanje pod pritiskom.
07:34
They're inexpensive, really rugged.
Oni su jeftini i zaista grubi.
07:36
They've treated 50,000 kids in Vietnam with this technology.
50 000 dece je lečeno ovom tehnologijom u Vijetnamu.
07:39
But here's the problem:
Ali evo problema:
07:42
Every doctor in the world, every hospital administrator,
svaki lekar na svetu, svaki upravnik bolnice
07:43
has seen TV -- curse those "E.R." reruns.
je video naTV -u -- krivite reprize "E.R.".
07:46
Turns out they all know what a medical device is supposed to look like.
Ispada da svi oni znaju kako bi trebalo da izgleda neki medicinski uređaj.
07:51
They want Buck Rogers, they don't want effective.
Oni žele Baka Rodžersa, ne žele efikasnost.
07:55
It sounds crazy, it sounds dumb,
Zvuči šašavo i glupo,
07:59
but there are actually hospitals who would rather have no equipment
ali zaista postoje bolnice koje radije neće nikakvu opremu,
08:01
than something that looks cheap and crummy.
nego da imaju nešto što izgleda jeftino i bedno.
08:04
So again, if we want people to trust a device,
Pa opet, ako želimo da ljudi veruju nekom uređaju,
08:06
it has to look trustworthy.
on mora izgledati pouzdano.
08:10
So thinking about outcomes,
Misliti o rezultatu
08:11
it turns out appearances matter.
proizilazi da je bitan izgled.
08:13
So we took all that information together.
Prikupili smo sve informacije.
08:15
We tried, this time, to get it right.
Pokušali smo ovog puta da bude kako treba.
08:17
And here's what we developed.
Evo šta smo izmislili.
08:20
So this is the Firefly Phototherapy Device,
Ovo je Firefly uređaj za fototerapiju,
08:21
except this time we didn't stop at the concept car.
ali ovog puta nismo stali na prototipu.
08:23
So from the very beginning we started by talking to manufacturers.
Od samog početka smo razgovarali sa proizvođačima.
08:26
Our goal is to make a state-of-the-art product
Naš cilj je da napravimo vrhunski proizvod,
08:30
that our partner MTTS can actually manufacture.
a da naš partner MTTS može da ga proizvede.
08:33
So our goal is to study how they work, the resources they have access to,
Naš cilj je da proučimo kako oni rade, kojim resursima imaju pristup
08:36
so that they can make this product.
da bi mogli da ga proizvedu.
08:40
So that's the design for manufacture question.
Ovo je dizajn za pitanje u proizvodnji.
08:42
When we think about actual use,
Kada mislimo o stvarnoj upotrebi
08:45
you'll notice that Firefly has a single bassinet.
videćete da Firefly ima samo jednu kolevku.
08:47
It only fits a single baby.
To je samo za jednu bebu.
08:49
And the idea here is it's obvious how you ought to use this device.
Ideja je da bude očigledno kako treba da se koristi ovaj uređaj.
08:51
If you try to put more than one kid in,
Ako pokušate da stavite više od jednog deteta,
08:56
you're stacking them on top of each other.
gomilaćete ih jedno preko drugog.
08:57
(Laughter)
(Smeh)
08:59
So the idea here is we say, you want to make it hard to use wrong.
Vodili smo se idejom da je teško upotrebljavati uređaj pogrešno.
09:00
In other words, you want to make the right way to use it
Drugim rečima, želimo da se uređaj koristi na pravi način i
09:04
the easiest way to use it.
najlakši način.
09:06
Another example: Again, silly mom.
Još jedan primer: ponovo šašave mame.
09:08
Silly mom thinks her baby looks cold, wants to put a blanket over the baby.
Šašava mama misli da je njenoj bebi hladno, pa želi da stavi ćebe preko nje.
09:11
Well that's why we have lights above and below the baby in Firefly.
Zbog toga u Firefly-u imamo svetla i iznad i ispod bebe.
09:14
So if mom does put a blanket over the baby,
Ako mama prekrije bebu ćebetom,
09:17
it's still receiving effective phototherapy from below.
beba će još uvek dobijati efektivnu fototerapiju sa donje strane.
09:20
Last story here:
Evo poslednje priče:
09:23
I've got a friend in India who told me
imam prijatelja u Indiji koji mi je rekao
09:25
that you haven't really tested a piece of electronic technology
da testiranje nekog komada elektronske tehnologije
09:27
for distribution in Asia
za distribuciju u Aziji,
09:30
until you've trained a cockroach to climb in
nije završeno dok ne naučite bubašvabu da se popne unutra
09:32
and pee on every single little component on the inside.
i popiški svaku malu komponentu u uređaju.
09:35
(Laughter)
(Smeh)
09:37
You think it's funny.
Mislite da je ovo smešno.
09:38
I had a laptop in the Peace Corps,
Imao sam jedan laptop dok sam bio u mirovnim snagama
09:40
and the screen had all these dead pixels on it.
i ekran se zacrneo.
09:42
And one day I looked in, they were all dead ants
Kada sam jednog dana pogledao unutra, bilo je uginulih mrava
09:45
that had gotten into my laptop and perished --
koji su dospeli u moj laptop i nastradali su --
09:47
those poor ants!
jadni mravi!
09:49
So with Firefly, what we did is --
Sa Firefly-om smo učinili sledeće --
09:51
the problem is electronics get hot
problem je što se elektronika ugreje
09:54
and you have to put in vents or fans to keep them cool --
i morate napraviti otvore ili hladiti ventilatorom
09:56
in most products.
većinu proizvoda.
09:59
We decided that I can't put a "do not enter" sign next to the vent.
Nismo mogli da stavimo kod otvora znak "Zabranjen ulaz".
10:00
We actually got rid of all of that stuff.
U stvari mi smo se svega toga otarasili.
10:04
So Firefly's totally sealed.
Tako da je Firefly potpuno zapečaćen.
10:06
These are the kinds of lessons --
Ovo su pouke -
10:08
as awkward as it was to be a pretty goofy teenager,
neprijatno je biti prilično smešan tinejdžer,
10:10
much worse to be a frustrated designer.
ali je mnogo gore biti frustrirani dizajner.
10:12
So I was thinking about, what I really want to do is change the world.
Tako, mislio sam da ono što zaista želim je da
promenim svet.
10:15
I have to pay attention to manufacturing and distribution.
Moram obratiti pažnju na proizvodnju i distribuciju.
10:18
I have to pay attention to how people are actually going to use a device.
Moram obratiti pažnju na to, kako će ljudi zaista koristiti uređaj.
10:20
I actually have to pay attention. Really, there's no excuse for failure.
Zaista moram obratiti pažnju. Stvarno, nema izgovora za neuspeh.
10:24
I have to think like an existentialist.
Moram da razmišljam kao egzistencijalista.
10:28
I have to accept that there are no dumb users,
Moram da prihvatim da nema glupih korisnika,
10:29
that there's only dumb products.
da postoje samo glupi proizvodi.
10:31
We have to ask ourselves hard questions.
Moramo postavljati sebi teška pitanja.
10:33
Are we designing for the world that we want?
Da li dizajniramo za svet koji želimo?
10:35
Are we designing for the world that we have?
Da li dizajniramo za svet koji imamo?
10:39
Are we designing for the world that's coming,
Da li dizajniramo za svet koji dolazi,
10:41
whether we're ready or not?
bez obzira da li smo spremni na to ili ne?
10:43
I got into this business designing products.
Ušao sam u ovaj posao dizajniranja proizvoda.
10:44
I've since learned that if you really want to make a difference in the world,
Od tada sam shvatio da, ako zaista želite da napravite nešto posebno u svetu,
10:48
you have to design outcomes.
morate dizajnirati rezultate.
10:51
And that's design that matters.
Samo takav dizajn je bitan.
10:53
Thank you.
Hvala.
10:55
(Applause)
(Aplauz)
10:56
Translated by Tereza Ivanovic
Reviewed by Tatjana Jevdjic

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About the speaker:

Timothy Prestero - Designer
Timothy Prestero loves a flashy "concept car." But in his own work, he aims to design products for social impact, keeping users in mind.

Why you should listen

Timothy Prestero is the founder and CEO of Design that Matters, a nonprofit that collaborates with social entrepreneurs and volunteers to design products for the poor in developing countries. A former Peace Corps volunteer and MIT graduate, Tim has worked in West Africa, Latin America and Asia. He is a Martin Fellow at the MIT Laboratory for Energy and the Environment, a Draper Richards Kaplan Fellow, and was named an Ashoka Affiliate in 2004. His awards include the 2007 Social Venture Network Innovation Award, and the 2009 World Technology Award. This year, Design That Matters was named the winner of the National Design Award in Corporate and Institutional Achievement.

Tim and his team made a splash when they created the NeoNurture Infant Incubator, named one of TIME Magazine's "50 Best Inventions of 2010." However, the product wasn't a hit with manufacturers or with hospitals in developing countries and forever remained a prototype. Design That Matters learned an important lesson from the experience -- that good design must keep in mind who will procure equipment, who will be using it, as well as the myriad ways it could be used incorrectly. As Timothy says, "There's no such thing as a dumb user; there are only dumb products.

More profile about the speaker
Timothy Prestero | Speaker | TED.com