[8] I’ve got an IDEO!

Yes, today is UTS day. What’s for UTS? we are obligated to explain what IDEO is. What is it, what they do, and how do they do it.

IDEO (“eye-dee-oowh”) is a consultant company that takes care about design, innovation and creativity.  IDEO helps companies in need about their design products, services, environments, and digital experiences. Also, the company is also becoming more interactive to help the management too.

IDEO has created many innovative products. Through its clients, IDEO has provided several big companies with breaking through ideas, such as: Apple’s first mouse, Microsoft’s second mouse, the Palm V PDA, and Steelcase’s Leap chair. IDEO’s major client included P&G, Pepsi company, Microsoft, Apple, Eli Lilly, Steelcase, and many more.

Not only that, IDEO has won more BusinessWeek awards and the Industrial Design Excellence Awards by IDSA than any other firms. IDEO has been ranked in the top 25 most innovative company by business week, and has maintained the place ever since. What’s interesting though, is that IDEO does the consulting work for the other 24 companies in that very top 25.

We consult all your design and innovation needs :)

We consult all your design and innovation needs 🙂

According to Business Week, there are 5 steps in order for us to be just like IDEO, innovative and expert. IDEO redefined good design by creating not just products, but also experiences. The 5 steps are called the IDEO way, it is the steps that changed the way companies innovate:

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 cells phones.
  • Behavioural 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 Interview – 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 Group -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 Judgement – 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 huge 30-inch by 25-inch huge 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 disrepect, 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 EverythingIt 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 Screnarios – 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.

5. IMPLEMENTATION – Bring IDEO’s strong engineering, design, and social-science capabilities to bear when actually creating a product or service.

  • Tapp all resrouces Involve IDEO’s diverse workforce from 40 countries to carry out the plans.
  • The Workforce Employees have advanced degrees in different kinds of engineering

Well… That’s THE IDEO anyWAY!

==========BONUS :D==========

Stuffs that IDEO help to create:

Prototypes are important. Always.

Prototypes are important. Always.

Aquaduct. Even cycling can become healthier!

Aquaduct. Even cycling can become healthier!

Dont you see a lot of this everywhere, nowadays? :)

PALM V PDA. Don't you see a lot of this everywhere, nowadays? 🙂

By limiting
the time, energy,
blood, sweat, and tears
you put into
a prototype, you reduce
your bias towards
the concept

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