IDEO - Technology Brokering

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  • IDEOs HISTORYMerge among: - David Kelley Design - Matrix Product Design - ID Two

    David KelleyMike NuttallBill Moggridge

    1991.

    inventor of IDEO name, which is the combining of the word idea, as in ideology or ideogram

    Steelcase Inc. made an equity investment in IDEO owned the majority stake of the company

    1996.

    ABC'sNightlinenews magazine profiled IDEO in a highly popular episode

    1999.

    Tim Brown, previously head of the San Francisco and then the London office, became IDEO's new president and CEO;

    2000.

    Birth of IDEO.orgto focus on projects serving low-income groups.

    2011.

  • IDEO is located in 3 different continents with 10 branches situated in: Boston, Chicago, London, Munich, New York, Palo Alto, San Francisco, Shanghai, Singapore and Tokyo which collaborate with companies around all the world.

    LOCATION

  • ABOUT IDEO

    The company is a global design and consulting firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow.

    To envision new companies and brands, and to design the products, services, spaces, and interactive experiences that bring them to life.

    To help organizations build creative culture and the internal systems required to sustain innovation and launch new ventures.

    To identify new ways to serve and support people by uncovering latent needs, behaviors, and desires.

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  • IDEOs FOCUSIDEOs HISTORYBefore 2001.

    By 2001.

    The company started with a focus on designing consumer products: toothbrush, computers, ..

    IDEO changed its strategy, increasing focus on consumer experiences (non-traditional classrooms).

    Kelley invented the term design thinking to business in order to encompass the approach to work of IDEO across industries and challenges.

  • TECHNOLOGY BROKERING

    IDEO

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    IDEOs key Network position

    Access to information1.

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    Ease of use

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    Inventive combinationsof existing solutions

    from different industries

    FunctionalityAesthetics

  • Desk Lamp

    Analytical components combined with CD inject/eject mechanism from consumer products

    Sailcloth strengthener from designers experience in the sailing industry and shell components

    TECHNOLOGY BROKERINGIDEOs products

    Ball-and-socket joint that was inspired from the principles of human hip-bone sockets

    Cholesterol tester

    Bicycle Helmet

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  • ORGANIZATIONAL MEMORY

    More than just transporting ideas between previously unconnected industries, it also means transforming, those ideas to fit new environments and new combinations.Brokering requires integrating these new and old technologies in ways that allow each to function well.

    Internal Routines

    Organisational Memory

    Technology Brokering

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  • ORGANIZATIONAL MEMORYHow to ?

    Acquisition

    IDEOs designers bring technological solutions into the organizational memory and thus into potential use in future design projects.

    Storage

    Potential technological solutions remain in memory until design projects com up that might benefit from them.

    Designers working on new products retrieve technological solutions from the organizational memory in appropriate forms to fit the new combinations they are creating.

    Retrieval

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  • ORGANIZATIONAL MEMORYInternal routines

    For a company as IDEO that exploit a t t a c h m e n t s t o disparate industries internal routines are essential.

    Brainstorming

    Monday morning meetings

    Intranet for questioning

    Open office plan

    Informal discussions

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  • PRODUCT DEVELOPMENTIDEOs process

    For new product development to be successful, it must simultaneously achieve three sometimes-conflicting goals:

    Minimizing the development cycle time (using PROTOTYPING)

    Controlling development costs.

    Maximizing the products fit with customer requirements (using DESIGN THINKING approach)

  • PRODUCT DEVELOPMENTIDEOs process

    Is made up of 5 steps:

    Its a delicate balance between process and innovation... Its no good if you crank the handle and you know exactly what is going to come out the other end. You also have to be prepared to fail a lot. The great thing about a prototype culture like ours is that we have lots of spectacular failures. We celebrate that. - Tim Brown

  • HUMAN-CENTERED DESIGNIDEOs innovation to design

    Creative approach to problem solving

    Understand PEOPLE

    Design from their perspective implementing behaviors and personality

    into products

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  • DIRECT APPROACH

    SOLUTIONSBETTER LIFE

    HUMAN-CENTERED DESIGNWhy its innovative?

    Speaking with people, understanding the deepest problems and the environment in

    which those problems arise to capture all the unexpected insights

  • PROTOTYPINGInternal routines

    When the project is especially complex, prototyping is a way of making progress when the challenges seem insurmountable.

    Learning faster by failing early (and often)

    Giving permission to explore new behaviors

    Building to think

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    FAST PROTOTYPING AS A TOOL FOR LEARNING AND MAXIMIZING THE PRODUCTS FIT WITH CUSTOMER REQUIREMENTS

    D. Kelley

    In the realm of organizational change, prototyping helps with three primary objectives:

  • They start out as rough as possible, made from i n e x p e n s i v e a n d accessible materials, to:

    Speed up learning, decision-making and innovation

    Reduce the cost of failure and minimize the development cycle time

    And avoid emotional attachment

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    Simplifying DesignThrough trial and error they evolve and refine ideas

    PROTOTYPING

  • DEVELOPMENT TEAMSize and composition

    Creation and improvement of innovative ideas

    To IDEO, teams always beat individuals

    Aim: good fit between product attributes and customer requirements

    Broader knowledge base

    Wider mix of resources

    Need to keep each unit small

    Cross-functional teams

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    DEVELOPMENT TEAMOrganization

    Highly experimental environment

    E m p l o y e e s w e r e encouraged to design their own workspace to reflect their own personalities

    No hierarchy

    hot brainstorming

    with cool people

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  • DEVELOPMENT TEAMStructure

    Teams are at the heart of the IDEO method

    IDEO uses AUTONOMOUS teams A p p r o p r i a t e f o r

    breakthrough projects

    M e m b e r s a r e dedicated full time to the project

    T h e p r o j e c t manager has full control

    Own policies, procedures and reward system

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  • WED LOVE TO HEAR FROM YOU

  • I In 2009, an IDEO London-based team observed that online collaboration and consumer activism were increasing;

    more than 2 billion people worldwide now engage in Web-based interactions

    D The team set out to establish a global network of creative, conscientious thinkers who could help IDEO and its

    partners address social issues. Our designers considered more than 100 different ways of engaging people in design challenges

    E Finally they came out with OpenIdeo

    O The website was launched in 02 Aug,2010

    THE BIRTH

  • OpenIDEO is an online platform hosted by IDEO dedicated to designing social innovations collaboratively and including a broader range of people who makes up its success.

    The challenges are difficult design tasks, which are usually related to some large and complex environmental or societal

    issue Organizations and individuals can sponsor

    a challenge for social or environmental good

    CHALLANGE The social issues we face today

    are too vast and too complexfor anyone to solve alone

    People from all corners of the world will bring a unique

    perspective

    PEOPLE

    STRENGHT IN NUMBERS

  • Challange design Before launching a new challenge, it is designed in collaboration between representatives

    of the sponsor and employees of OpenIDEO

    Challange brief The challenge brief describes briefly the design problem, context and goals and marks the

    beginning of the challenge. The challenge brief is usually a combination of a written description and a short video featuring a representative of the challenge sponsor.

    HOW IT WORKSPreliminary phase

  • Learning as much as possible about the problem and finding examples of solutions that have worked elsewhere. The findings are submitted to the OpenIDEO as inspirations concepts.

    The users are asked to help select the best concepts for further refinement by applauding and commenting the concepts they like

    Users evaluate all the shortlisted concepts

    New ideas are generated to solve the issue described in the challenge brief. Inspirations gathered in the previous phase can be use as a basis for new solutions

    Presentation of a challenge shortlist usually 20 concepts that the community and the sponsor think are best answer to the challenge question

    Facilitators of OpenIDEO decide the challenge winners (usually 8/10 concepts) in collaboration with the sponsor announcing them on the site

    HOW IT WORKS

  • SOME CHALLENGES

    SOME CHALLENGES

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  • One of the major challenge of OpenIDEO is to achieve all the successes of a good crowdsourced network without monetary incentives. The result was the introduction of OpenIDEO Design Quotient, measures your participation on each challenge in four different areas: Inspiration, Concepting, Evaluation, and Collaboration.

    SOME CHALLENGES

    HOW REWARD PEOPLE

  • All these numbers thanks also to the SPONSORS across a range of industries and sectors, always committed to catalyzing conversations and solutions for the worlds toughest problems. Some sponsors invest directly in ideas developed by the OpenIDEO community to help them take off, while some have been so inspired by concepts on the platform that theyve taken them forward to implement themselves.

    29 CHALLANGES IN 5 YEARS

    80 K COMMUNITY MEMBERS

    6510 IDEAS SUBMITTED

    TO OPENIDEO

    212 COUNTRIES + TERRITORIES

    300 PROJECTS IN

    DEVELOPMENT

    STRENGHT IN NUMBERS

  • PRODUCT EXAMPLESMouse for Apple

    1980

    First production mouse for Lisa and Macintosh

  • PRODUCT EXAMPLESDIVVY

    A new bike-sharing brand in Chicago

    2013

  • A Better Box of Tea to convey family-owned quality

    2014

    PRODUCT EXAMPLESBigelow Teas packaging