IDEO - Technology Brokering
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IDEOs HISTORYMerge among: - David Kelley Design - Matrix Product Design - ID Two
David KelleyMike NuttallBill Moggridge
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
ABC'sNightlinenews magazine profiled IDEO in a highly popular episode
Tim Brown, previously head of the San Francisco and then the London office, became IDEO's new president and CEO;
Birth of IDEO.orgto focus on projects serving low-income groups.
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.
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.
IDEOs FOCUSIDEOs HISTORYBefore 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.
IND. 3IND. 4
IDEOs key Network position
Access to information1.
Ease of use
Inventive combinationsof existing solutions
from different industries
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
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.
ORGANIZATIONAL MEMORYHow to ?
IDEOs designers bring technological solutions into the organizational memory and thus into potential use in future design projects.
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.
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.
Monday morning meetings
Intranet for questioning
Open office plan
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
Design from their perspective implementing behaviors and personality
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
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
FAST PROTOTYPING AS A TOOL FOR LEARNING AND MAXIMIZING THE PRODUCTS FIT WITH CUSTOMER REQUIREMENTS
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
Simplifying DesignThrough trial and error they evolve and refine ideas
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
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
with cool people
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
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
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
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
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
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.
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
212 COUNTRIES + TERRITORIES
300 PROJECTS IN
STRENGHT IN NUMBERS
PRODUCT EXAMPLESMouse for Apple
First production mouse for Lisa and Macintosh
A new bike-sharing brand in Chicago
A Better Box of Tea to convey family-owned quality
PRODUCT EXAMPLESBigelow Teas packaging