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When we×39;redesigning new products, services or businesses, the only time you'll know if they're any good, if the designs are good, is to see how they'reused in the real world, in context. I'm reminded of that every time I walk past High bury Field sin north London. It's absolutely beautiful. There's a big open green space. Their×39’s Georgian buildings around the shutout then their×39’s this mud trap that cuts across the middle. People clearly don't want to walk all the way around the edge. Instead, they want to take the shortcut, and that shortcut is self-reinforcing. Now, this shortcut is called a desire path, and it's often the path of the least resistance. I find them fascinating, because they're often the point where design and user experience diverge. Now at this point, I should apologize, because you guys are going to start seeing these everywhere. But today, I'm going to pick three I find interesting and share what actually it reminds me about launching new products and services. The first is in the capital city of Brazil -- Brazilian it reminds me that sometimes, you have to just focus on designing for a real need at low friction. Now, Brasília is fascinating. It was designed by Wiemar in the '50s. It was the golden age of flying, so he laid it out like a plane, as you can see there. Slightly worryingly, he put most of the important government buildings in the cockpit. But if you zoom in, in the very center of Brasília, just where the point is there, you see it×39’s littered with desire paths. They're absolutely everywhere. Now, they thought that they had future-proofed this design. They thought in the future we wouldn't need to walk anywhere --we×39’d be able to drive --so there was little need for walkways or pavements. But as you can see, there's a real need. These are very dangerous desire paths. If we just pick one, in the middle, you can see it crosses 15 lanes of traffic. It won't surprise you guys that Brasília has five times the pedestrian accident rate of your average US city. People are resourceful. They'll always find the low-friction route to save money, save time. 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. It was amazing to meow many people refused to take the long, meandering path to the left, and just cut through to the right, cut through the desire path. The question that's interesting is:What do designers think when they see our behavior here? Do they think we're stupid? Do they think we×39’re lazy? Or do they accept that this is the only truth? This is their product. 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. The second desire path I wanted to shares at the University of California. And it reminds me that sometimes the best way to come up with a great designs just to...