3. About IDEO
International design firm and innovation
consultancy
Designs products, services, environments, and
digital experiences
Also: Management consulting, organizational design, and
education
Palo Alto, California
Also: San Francisco, Chicago, New York, Boston,
London, Munich, Shanghai, Singapore, Mumbai, Seoul,
Tokyo
5. Clients
Corporations
P&G, PepsiCo, Microsoft, Eli Lilly, Ford,
Steelcase, AT&T Wireless, Nestle, Vodaphone,
Samsung, NASA, BBC, Anheuser-Busch, Gap,
Prada, HBO, Kodak, Marriott, PNC, Intel,
Lufthansa
Governments
NGOs
Accolades
More than 1,000 patents since 1978,
346 design awards since 1991—
more than any other firm
6. Expertise and Capabilities
Brand
Play
Health & Wellness
Engineering
Digital Experiences
Social Innovation
Organizational Design
Food & Beverage
Energy
Business Design
Public Sector
Medical Products
Financial Services
Education
Toy Lab
18. The Secret
IDEO is an expert in a methodology
Not a magic pill, but a “magic” method
Design thinking, not design
The process that can be applied anywhere to produce
truly creative and human-centered results
Replaces reliance on inborn creativity with trust in a
structured and tested process
19. Design Thinking
IDEO offers a teachable approach
Everyone has creativity; they just
have to unlock it
Creative confidence = confidence
that, when given a difficult
problem, we have a methodology
that enables us to come up with a
solution that nobody has before.
Part of IDEO’s mission is to help
people find their creative
confidence again
20. The D-School
Hasso Plattner Institute of Design
Stanford University
Launched in 2005 with help from a $35M donation by SAP AG co-founder Hasso Plattner
21. Programs
Graduate program
MS in Engineering – design
degree
MFA – design degree
Undergraduate program
Product design major
Short courses
Design Thinking Bootcamp
Pop-up classes
•
•
Doesn’t award degrees
Not tied to any individual
department
22. d.school
Designed to ignite creativity
and collaboration
2-4 times as many students
want to take its courses than
there are seats available
Now enrolls 700
students/year—up from 100
in its inaugural year
30. Real World Projects
“Students take on real-world projects in our
classes and labs, giving them practice and
confidence in their innovation process.”
Many large and prestigious corporations have
worked closely with the school to act as test
cases or post job openings
31. The D-School & Entrepreneurship
Innovation is the biggest source of competitive
advantage today yet many feel they don’t have the
creativity it takes
IDEO and the D-School show that:
The creativity you need is there; you just need to learn
how to evoke it
Creativity is something you practice, not just a talent
you’re born with
You can rediscover that creativity through the design
thinking process—a process highly akin to our activities
in class
The D-school does not create creativity; it helps people
rediscover it
Takeaway: You can have that creative confidence
again, and the design thinking process can help you
get started.
Formed in 1991 by a merger of 4 established design firmsDK – by Stanford University professor David Kelley – designed Apple’s first mouseMA – London-based, by Bill MoggridgeID2 – San Francisco, also by Moggridge – designed the first laptop computerMPD – by Mike NuttallKelley went to school with Steve Jobs, who introduced him to his wife. Both him and Moggridge (a famous British interaction designer) still manage IDEO along with CEO Tim Brown.
90s – Famous for user-friendly products; world force in product designThen – Consumer experiences; 20% from healthcare; Stimulating customer savings for Bank of America; revamping nursing shifts at Kaiser permanente; airport security for TSALaternow rivals major management consulting firms; views problems through the eyes of anthropologists, graphic designers, psychologists, and engineersNatural progression: transforming products/services = transforming orgs to deliver it
Steelcase is a global company with annual sales of $2.3 billion in interior architecture, office furniture, and technology. In 2010, Steelcase created an Education Solutions Group to bring its expertise to classrooms and other educational spaces. The group’s director, Sean Corcorran, noted that innovation in workplace design was largely unmatched in learning environments, and he sought to change that.IDEO collaborated with Steelcase to find and design the right platform for improving the classroom experience. The team observed, among other things, that tablet-arm desks had remained unchanged for decades, even though class sizes and densities had grown dramatically. This presented an opportunity for Steelcase to enter the education market with a product that could immediately make an impact on seating arrangements.IDEO created a series of furniture concepts. As part of an iterative design process, the team built various full-scale product prototypes, invited students and instructors to test them out, and often swapped parts on the fly in response to feedback. After IDEO delivered a fully realized industrial design, Steelcase engineered its production on an accelerated schedule, so that the product’s market arrival would coincide with schools’ purchasing cycles.The final product, dubbed the Node chair, has received praise for promoting student collaboration, allowing educators to reconfigure classrooms to fit different teaching styles, and enabling institutions to save money by making spaces more flexible and accommodating for varied uses.The Node chair’s sleek, utilitarian design has received accolades. “The details betray a remarkable thoughtfulness,” Cliff Kuang wrote in an article for FastCompany. “The seat is a generously sized bucket, so that students can shift around and adapt their posture to whatever’s going on; the seat also swivels, so that students can, for example, swing around to look at other students making class presentations; and a rolling base allows the chair to move quickly between lecture-based seating and group activities. In group activities, the proportions are such that the chairs and integrated desktops combine into something like a conference table.”Steelcase unveiled the Node chair in June at the NeoCon 2010 World Trade Fair, where it won an Innovation Award. Prior to the chair’s availability two months later, Steelcase received nearly 5,000 pre-orders for it worldwide, at a price of $599, or $399 without tablet. Node subsequently won a Spark! Award for “superlative” design.
Threats to national security in the United States have increased in number and form. Perpetrators are using increasingly clever means in hopes of outmaneuvering new technology. As the Transportation Security Administration ramped up its efforts, an unfortunate side effect surfaced—the traveling public felt stressed and at odds with Transportation Security Officers, who were working to protect both airline passengers and the country.As a result, leadership at TSA created a dramatic change in approach. Rather than focusing solely on the detection of objects, they sought to focus on two things: explosives and people with “hostile intent.” It was clear that trying to observe the subtleties of hostile intent would be less effective in a chaotic environment filled with stressed passengers. IDEO was engaged to design a solution that calmed the environment of the checkpoint, thus making potential threats stand out.By reducing stress in the checkpoint, both security and the passenger experience are improved by making hostile intent more visible. A better passenger experience may lead to a better partnership between the public and the Transportation Security Officers (TSOs) who are watching for anomalous behavior.
Born creative?Expertise in these industries?Lucky to have so many great ideas that come-out-of-the-blue?
Some (just SOME!) techniques
The reason IDEO can promise great results to any client even if they may not have any idea what to do when that client comes to them is because they believe they can trust this process, and it has delivered.
IDEO’s ideology is gaining traction. Stanford, for one, has bought in. It has committed to raising $35M so that Kelley can create a “D-school,” a new design school that may one day match Stanford’s famed B-school. Stanford professors in business, engineering, social sciences, and art will teach there.B-school – big thing on campus. They called the new design school “d-school” as a sort of joke because it was this small start-up. They never imagined it might end up being compared.
Like a preschool playroom for grown-upsColorful furniture, open spaces, Post-It notes everywhereDesigned to enhance teamwork – hard chairs and small table encourage student groups to remain on their toes and work more closely with each other
IDEO’s ideology is gaining traction. Stanford, for one, has bought in. It has committed to raising $35M so that Kelley can create a “D-school,” a new design school that may one day match Stanford’s famed B-school. Stanford professors in business, engineering, social sciences, and art will teach there.B-school – big thing on campus. They called the new design school “d-school” as a sort of joke because it was this small start-up. They never imagined it might end up being compared.
