October 21, 2009 at 5:00 am (Uncategorized)

IDEO is an international design, engineering, and innovation firm that has developed thousands of products and services for clients across a wide range of industries. Its process and culture have attracted the attention of academics, businesses, and journalists around the world, and are the subject of a bestselling book, The Art of Innovation by Tom Kelley. Their Tag-line is We are a global design consultancy, we create impact trough design. You can visit the website at You could found everything and anything about IDEO way. (Dr. Craig Lawrence)

Now I want to share something about IDEO way. This is the IDEO way in five steps in the process of designing a better consumer experience.

1. Observation

IDEO’s cognitive psychologists, anthropologists, and sociologists team up with corporate clients to understand the consumer experience. Some of IDEO’s techniques:
Shadowing Observing people using products, shopping, going to hospitals, taking the train, using their cell phones.
Behavioral Mapping Photographing people within a space, such as a hospital waiting room, over two or three days.
Consumer Journey Keeping track of all the interactions a consumer has with a product, service  or space.
Camera Journals Asking consumers to keep visual diaries of their activities and impressions relating to a product.
Extreme User Interviews Talking to people who really know-or know nothing-about a product or service and evaluating their experience using it.
Storytelling Prompting people to tell personal stories about their consumer experiences.
Unfocus Groups Interviewing a diverse group of people : To explore ideas about sandals, IDEO gathered an artist, a bodybuilder, a podiatrist and a shoe fetishist.

2. Brainstorming

An intense, idea-generating session analyzing data gathered by observing people. Each lasts no more than an hour. Rules of brainstorming are strict and are stenciled on the walls:
Defer Judgment Don’t dismiss any ideas.
Build on the Ideas of Others No ‘buts’, only ‘ands.’
Encourage Wild Ideas Embrace the most out-of-the-box notions because they can be the key to solutions.
Go for Quantity Aim for as many new ideas as possible. In a good session, up to 100 ideas are generated in 60 minutes.
Be Visual Use yellow, red, and blue markers to write on big 30-inch by 25-inch Post-its that are put on a wall
Stay Focused on the Topic Always keep the discussion on target.
One Conversation at a Time No interrupting, no dismissing, no disrespect, no rudeness.

3. Rapid Prototyping

Mocking up working models helps everyone visualize possible solutions and speeds up decision-making and innovation. Some guidelines:
Mock Up Everything It is possible to create models not only of products but also of services such as health care and spaces such as museum lobbies.
Use Videography Make short movies to depict the consumer experience.
Go Fast Build mock-ups quickly and cheaply. Never waste time on complicated concepts.
No Frills Make prototypes that demonstrate a design idea without sweating over the details.
Create Scenarios Show how a variety of people use a service in different ways and how various designs can meet their individual needs.
Bodystorm Delineate different types of consumers and act out their roles.

4. Refining

At this stage, IDEO narrows down the choices to a few possibilities. Here’s how it’s done:
Brainstorm in rapid fashion to weed out ideas and focus on the remaining best options.
Focus Prototyping on a few key ideas to arrive at an optimal solution to a problem.
Engage The Client actively in the process of narrowing the choices.
Be Disciplined and ruthless in making selections.
Focus on the outcome of the process-reaching the best possible solution.
Get Agreement from all stakeholders. The more top-level executives who sign off on the solution, the better the chances of success.

Here is one example of IDEO way (Before-After Project) :

Picture 3

Here a some companies that used IDEO Way.

Picture 2

And the last this their founder and CEO (Tim Burton and David Kelley) :

Picture 4


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