So what I want to try to do is tell a quick story about a 404 page and a lesson that was learned as a result of it. But to start it probably helps to have an understanding of what a 404 page actually is.
Htio bih vam ispričati kratku priču o stranici 404 i o lekciji koju sam naučio zahvaljujući njoj. No, prvo bi bilo dobro razumjeti što je zapravo stranica 404.
The 404 page is that. It's that broken experience on the Web. It's effectively the default page when you ask a website for something and it can't find it. And it serves you the 404 page. It's inherently a feeling of being broken when you go through it. And I just want you to think a little bit about, remember for yourself, it's annoying when you hit this thing. Because it's the feeling of a broken relationship.
Stranica 404 je ovo. To je ono pokvareno iskustvo na Webu. To je ona stranica koja se otvara kad nešto zatražite od web stranice, a ona to ne može pronaći. I onda vam prikaže stranicu 404. Kad vam se to dogodi, tipičan je osjećaj da ne funkcionirate. Razmislite malo o tome, prisjetite se kako je iritantno kada dođete do ove stranice. To je osjećaj propale veze.
And that's where it's actually also interesting to think about, where does 404 come from? It's from a family of errors actually -- a whole set of relationship errors, which, when I started digging into them, it looks almost like a checklist for a sex therapist or a couples counselor. You sort of get down there to the bottom and things get really dicey.
I tu je zanimljivo zapitati se odakle 404 dolazi? To je zapravo iz obitelji grešaka -- cijeli skup grešaka u vezi, koje, kad počnemo kopati kroz njih, izgledaju gotovo kao kontrolna lista seksualnog terapeuta ili savjetnika za parove. Dođete do dna i stvari postanu prilično sumnjive.
(Laughter)
(Smijeh)
Yes.
Da.
But these things are everywhere. They're on sites big, they're on sites small. This is a global experience.
Ali ove stvari su svugdje. Nalaze se na velikim i malim stranicama. To je globalno iskustvo.
What a 404 page tells you is that you fell through the cracks. And that's not a good experience when you're used to experiences like this. You can get on your Kinect and you can have unicorns dancing and rainbows spraying out of your mobile phone. A 404 page is not what you're looking for. You get that, and it's like a slap in the face. Trying to think about how a 404 felt, and it would be like if you went to Starbucks and there's the guy behind the counter and you're over there and there's no skim milk. And you say, "Hey, could you bring the skim milk?" And they walk out from behind the counter and they've got no pants on. And you're like, "Oh, I didn't want to see that." That's the 404 feeling.
Stranica 404 kaže vam da ste propali kroz pukotine. A to nije dobro iskustvo kad ste navikli na ovakva iskuva. Možete pokrenuti svoj Kinect i imati jednoroge koji plešu i duge koje izlijeću iz vašeg mobitela. Stranica 404 nije ono što tražite. Kad to dobijete, to je kao da vas je netko ošamario. Pokušajte zamisliti osjećaj 404, to bi bilo kao da odete u Starbucks i ondje je tip iza pulta i vi ste ondje, a nema obranog mlijeka. I vi kažete, "Hej, možete li mi donijeti obrano mlijeko?" A on iziđe iza pulta i nema hlače. A vi ste kao, "Opa, to nisam htio vidjeti." To je osjećaj 404.
(Laughter)
(Smijeh)
I mean, I've heard about that.
Mislim, čuo sam za to.
So where this comes into play and why this is important is I head up a technology incubator, and we had eight startups sitting around there. And those startups are focused on what they are, not what they're not, until one day Athletepath, which is a website that focuses on services for extreme athletes, found this video.
Dakle, gdje ovo dolazi do izražaja i zašto je važno... Zaputim se ja u tehnološki inkubator gdje smo imali osam startup-ova. Ti startup-ovi fokusirani su na ono što oni jesu, a ne na ono što nisu, sve dok jednog dana Athletepath, stranica koja nudi usluge za ekstremne sportaše, nije našao ovaj video.
(Video) Guy: Joey!
(Video) Tip: Joey!
Crowd: Whoa!
Rulja: Whoa!
Renny Gleeson: You just ... no, he's not okay. They took that video and they embedded it in their 404 page and it was like a light bulb went off for everybody in the place. Because finally there was a page that actually felt like what it felt like to hit a 404.
Renny Gleeson: Vi jednostavno ... ne, on nije dobro. Uzeli su tu snimku i uklopili je u svoju stranicu 404 i to je bilo kao da se svima upalila žarulja. Jer napokon je postojala stranica koja je prikazivala kako se osjećate kad naletite na 404.
(Laughter)
(Smijeh)
(Applause)
(Pljesak)
So this turned into a contest. Dailypath that offers inspiration put inspiration on their 404 page. Stayhound, which helps you find pet sitters through your social network, commiserated with your pet. Each one of them found this. It turned into a 24-hour contest. At 4:04 the next day, we gave out $404 in cash. And what they learned was that those little things, done right, actually matter, and that well-designed moments can build brands. So you take a look out in the real world, and the fun thing is you can actually hack these yourself. You can type in an URL and put in a 404 and these will pop. This is one that commiserates with you. This is one that blames you. This is one that I loved. This is an error page, but what if this error page was also an opportunity?
To se pretvorilo u natjecanje. Dailypath, koji nudi nadahnuće, stavio je nadahnuće na svoju stranicu 404. Stayhound, koji vam pomaže naći čuvanje za vaše kućne ljubimce putem vaše drušvene mreže, suosjećao je s vašim ljubimcem. Svi su pronašli ovo. To se pretvorilo se u 24-satno natjecanje. U 4:04 sljedećeg dana, dali smo 404$ u gotovini. Tako su naučili da su te male stvari, kad ih se napravi kako treba, zaista važne, i ti dobro dizajnirani trenuci mogu stvoriti marke. Pogledate u stvarni svijet, i zabavno je da takve stranice možete izraditi i sami. Možete upisati adresu i staviti 404 i pojavit će se ovo. Ova stranica suosjeća s vama. Ova vas okrivljuje. Ova mi se jako svidjela. Ovo je stranica greške, ali što ako je ta stranica greške istovremeno i prilika?
So it was a moment in time where all of these startups had to sit and think and got really excited about what they could be. Because back to the whole relationship issue, what they figured out through this exercise was that a simple mistake can tell me what you're not, or it can remind me of why I should love you.
To je bio trenutak u vremenu kad su svi ovi startupi počeli razmišljati i zaista se uzbudili oko toga što bi mogli biti. Kad se vratimo na cijeli problem veza, kroz ovu su vježbu shvatili da mi jednostavna greška može reći što vi niste, a može me i podsjetiti zašto vas volim.
Thank you.
Hvala vam.
(Applause)
(Pljesak)