The document provides an overview of decision making models including the rational model, non-rational models, intuition-based models, and group decision making techniques. It then summarizes IDEO's approach to design thinking which includes emphasizing empathy with customers, considering anything is possible during brainstorming, prototyping solutions, using technology creatively, and working with speed. The document also reviews IDEO's work designing the AT&T mMode mobile application to make it more intuitive for customers.
8. 1. The Rational Model
“Four-step sequence”
Implementing
Identifying the Generating Selecting a
and Evaluating
Problem Solutions Solution
the Solution
Model
9. 2. Non-Rational Model
“How decisions actually are made.”
2.1. Simon’s Normative Model
- Bounded rationality
- Satisfying
2.2. The Garbage Can Model
Model
13. • Efficiency
• Confidence in judgments
• Group size
• Decision making accuracy
Issues Group Individual
Efficiency Less More Time Constraints
Confidence in More Less
judgments
Quality - - Depending on
Group size
Accuracy
Processes and
Performance
Group VS
Individual Performance
14. Brainstorming
1. Defer judgment
- Build on the ideas of others
- Encourage wild ideas
- Go for quantity over quality
- Be visual
- Stay focused on the topic
- One conversation at a time
2. The Nominal Group Technique
3. The Delphi Technique
Group Problem
Solving Technique
15. Tolerance for Ambiguity
High
Analytical Conceptual
Directive Behavioral
Low
Task and technical concerns People and social concerns
Value Orientation
Decision Making Styles
19. How do I inspired myself
and my company?
How do we make the
recession work
for us, and not
against us?
What can we do
differently tomorrow
morning?
48. My mMode Features
- organize frequently accessed services much like a
web browser's favorites list
- share mobile pages or sites with other mMode
users
- find content by category, popularity, date, and
through AT&T Wireless "personas"
55. What’s your most famous product?
That’s hard to determine! The Apple Mouse
is probably the most iconic product, since it
can truly be said to have helped shape a
new industry. But the Crest Neat-Squeeze
Tube was first made 20 years ago and is
still on the market, and hundreds of millions
have been made. And then there’s the ABC
Nightline episode in which we designed a
shopping cart. It’s been shown to
classroom and industry groups all over the
world, making for a total of around 10
million viewers. Then again, lots of people
bought the Palm V when it came out in
1999.
Rickson Sun / Chief Technologist
56. What kind of name is IDEO?
ideo- is the combining form of the word idea,
used in words like ideogram and ideology. It’s
not an abbreviation and it’s not a foreign word.
One of our founders, Bill Moggridge,
discovered it while browsing a dictionary. We
considered spelling it lower-case with a dash,
but when Paul Rand designed our first logo
using capital letters, we liked it so much we
spelled it that way everywhere. By the way, we
pronounce it EYE-dee-oh.
Scott Underwood / Communication Design