Design and The Market: IDEO

Within my third year module “Design and The Market” I and my team must investigate the interworking of a design firm that interests us. I and my team have never been one to back down from a challenge and so we have chosen IDEO. IDEO and its designers are one of my biggest inspirations; Tim Brown (President and CEO) is one of my favourite inspirational speakers. During my first semester of third year I had the fortune to be taught by Graham Pullin, ex-IDEO studio head. Me and my team are hoping to use this connection to our advantage and try to get a face to face interview with IDEO at their headquarters in London. It is still early days and we are not getting our hopes up just quite yet but that the plan as it stands. Here’s some information on the Design consultancy that is IDEO:

About IDEO

IDEO (pronounced “eye-dee-oh”) is an award-winning global design firm that takes a human-centred, design-based approach to helping organizations in the public and private sectors innovate and grow.

We identify new ways to serve and support people by uncovering latent needs, behaviours, and desires.

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

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

Our Approach: Design Thinking

Design thinking is a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” —Tim Brown, president and CEO

Thinking like a designer can transform the way organizations develop products, services, processes, and strategy. This approach, which IDEO calls design thinking, brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.

Design thinking is a deeply human process that taps into abilities we all have but get overlooked by more conventional problem-solving practices. It relies on our ability to be intuitive, to recognize patterns, to construct ideas that are emotionally meaningful as well as functional, and to express ourselves through means beyond words or symbols. Nobody wants to run an organization on feeling, intuition, and inspiration, but an over-reliance on the rational and the analytical can be just as risky. Design thinking provides an integrated third way.

The design thinking process is best thought of as a system of overlapping spaces rather than a sequence of orderly steps. There are three spaces to keep in mind: inspiration, ideation, and implementation. Inspiration is the problem or opportunity that motivates the search for solutions. Ideation is the process of generating, developing, and testing ideas. Implementation is the path that leads from the project stage into people’s lives.

Under this system, IDEO uses both analytical tools and generative techniques to help clients see how their new or existing operations could look in the future — and build road maps for getting there. Our methods include business model prototyping, data visualization, innovation strategy, organizational design, qualitative and quantitative research, and IP liberation.

All of IDEO’s work is done in consideration of the capabilities of our clients and the needs of their customers. As we iterate toward a final solution, we assess and reassess our designs. Our goal is to deliver appropriate, actionable, and tangible strategies. The result: new, innovative avenues for growth that are grounded in business viability and market desirability.Image

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