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.
Pokušaću da vam ispričam ovu kratku priču o strani 404 i o lekciji naučenoj iz nje. Za početak pomaže saznanje o tome šta je zapravo strana 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.
Strana 404 je to. To je ono prekinuto iskustvo na internetu. To je ustvari podrazumevana strana kad tražiš na sajtu nešto i to ne možeš da nađeš. Sajt ti odgovori sa stranom 404. To je kao da se desio kvar. Hoću da razmislite malo o, setite se, kako je frustrirajuće naleteti na to. To je osećanje prekinute 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.
Upravo je interesantno razmisliti o tome odakle dolazi strana 404? Ona u stvari dolazi iz porodice grešaka - čitavog niza raznih grešaka, koje, kad sam počeo da čačkam po njima, izgledaju skoro kao čeklista seks terapeuta ili savetnika za parove. Kada stigneš do dna, stvari počnu da izgledaju zaista opasno.
(Laughter)
(Smeh)
Yes.
Da.
But these things are everywhere. They're on sites big, they're on sites small. This is a global experience.
Ali ovakve stvari su svuda. One su na velikim sajtovima, one su na malim sajtovima. Ovo 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.
Ono što vam strana 404 kaže je da ste prošli kroz pukotine. Nije dobro iskustvo kad se naviknete na ovakva iskustva. Možete uzeti svoj Kinect upravljač i možete imati jednoroge koji plešu i duge koje se protežu preko vašeg mobilnog. Strana 404 nije ono što ste tražili. Dobijete je, i to je nalik na šamar. Doživljaj strane 404 je kao da ste otišli u Starbaks i iza pulta je momak i vi ste tu i nema obranog mleka. Kažete: "Hej, možete li mi doneti obrano mleko?" I on izađe od iza pulta i nema pantalone na sebi. A vi mislite: "O, nisam hteo da to vidim." To je to osećanje o strani 404.
(Laughter)
(Smeh)
I mean, I've heard about that.
Tako sam čuo.
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.
(Smeh) Gde se to vidi i zašto je to važno: dok sam vodio novi tehnološki proces, imali smo osam startap kompanija. One su fokusirane na to šta jesu, ne na šta nisu, sve do jednog dana kad je Athletepath, sajt koji nudi usluge za ekstremne sportiste,
(Video) Guy: Joey!
našao ovaj video.
Crowd: Whoa!
(Video) Dečko: Džoi!
Gomila: Ua!
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.
Reni Glison: Vi sad... ne, on nije dobro. Oni su taj video uzeli i ugradili ga u svoju 404 stranu i to je bilo kao da se sijalica upalila za sve tamo. Jer konačno tu je bila strana koja je opisivala kakvo je osećanje kad se naiđe na stranu 404.
(Laughter)
(Smeh)
(Applause)
(Aplauz)
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 $404 in cash. And what they learned was that those little things, done right, actually matter, and that well-designed moments can build brands. So you take a look out in the real world, and the fun thing is you can actually hack these yourself. You can type in an URL and put in a 404 and these will pop. This is one that commiserates with you. This is one that blames you. This is one that I loved. This is an error page, but what if this error page was also an opportunity?
Tako da se ovo pretvorilo u takmičenje. Dailypath nudi inspiraciju, stavio je inspiraciju na svoju 404 stranu. Stayhound, sajt koji pomaže da nađete čuvare za svoje ljubimce, je saosećao sa vašim ljubimcem. Svaki od njih je našao ovo. To se pretvorilo u 24-časovno takmičenje. U 4:04 sledećeg dana, mi smo im dali u kešu 404$. Oni su naučili da su one male stvari, urađene na pravi način, u stvari važne, i da dobro osmišljeni momenti mogu napraviti brendove. Pogledajte stvarni svet, zabavna stvar je da to možete stvoriti sami. Ukucajte u neki URL i stavite 404 i one će izleteti. Ovo je jedna koja saoseća sa vama. Ovo je jedna koja vas okrivljuje. Ova mi se dopala. Ovo je pogrešna strana, ali šta ako je ova pogrešna strana u isto vreme i mogućnost?
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.
Tako da se desio trenutak kad su sve ove startap kompanje morale da sednu i razmisle i da se zaista uzbude u vezi sa tim šta su mogle da budu. Jer gledajući nazad na celu stvar međusobnih odnosa, ono što su one zaključile kroz ovu vežbu je da mi jednostavna greška može reći šta nisi, ili me može podsetiti zašto treba da te volim.
Thank you.
Hvala.
(Applause)
(Aplauz)