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IDEO - Technology Brokering

Jan 22, 2017

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Marco Cersosimo
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Page 1: IDEO - Technology Brokering
Page 2: IDEO - Technology Brokering

IDEO’s 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's Nightline news 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.org to focus on projects serving low-income groups.

2011.

Page 3: IDEO - Technology Brokering

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

Page 4: IDEO - Technology Brokering

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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Page 5: IDEO - Technology Brokering

IDEO’s FOCUSIDEO’s 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.

Page 6: IDEO - Technology Brokering

TECHNOLOGY BROKERING

IDEO

IND. 1

IND. 2

IND. 3IND. 4

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IND. 6

IDEO’s key Network position

Access to information1.

2.

Ease of use

3.

Inventive combinationsof existing solutions

from different industries

FunctionalityAesthetics

Page 7: IDEO - Technology Brokering

Desk Lamp

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

Sailcloth strengthener from designer’s experience in the sailing industry and shell components

TECHNOLOGY BROKERINGIDEO’s products

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

Cholesterol tester

Bicycle Helmet

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3.

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Page 8: IDEO - Technology Brokering

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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Page 9: IDEO - Technology Brokering

ORGANIZATIONAL MEMORYHow to ?

Acquisition

IDEO’s 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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Page 10: IDEO - Technology Brokering

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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Page 11: IDEO - Technology Brokering

PRODUCT DEVELOPMENTIDEO’s 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 product’s fit with customer requirements (using DESIGN THINKING approach)

Page 12: IDEO - Technology Brokering

PRODUCT DEVELOPMENTIDEO’s process

Is made up of 5 steps:

“It’s a delicate balance between process and innovation... It’s 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

Page 13: IDEO - Technology Brokering

HUMAN-CENTERED DESIGNIDEO’s innovation to design

Creative approach to problem solving

Understand PEOPLE

Design from their perspective implementing behaviors and personality

into products

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Page 14: IDEO - Technology Brokering

DIRECT APPROACH

SOLUTIONSBETTER LIFE

HUMAN-CENTERED DESIGNWhy it’s innovative?

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

which those problems arise to capture all the unexpected insights

Page 15: IDEO - Technology Brokering

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 PRODUCT’S FIT WITH CUSTOMER REQUIREMENTS

“”

D. Kelley

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

Page 16: IDEO - Technology Brokering

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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3.

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Simplifying DesignThrough trial and error they evolve and refine ideas

PROTOTYPING

Page 17: IDEO - Technology Brokering

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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Page 18: IDEO - Technology Brokering

18

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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Page 19: IDEO - Technology Brokering

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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Page 20: IDEO - Technology Brokering

WE’D LOVE TO HEAR FROM YOU

Page 21: IDEO - Technology Brokering

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

Page 22: IDEO - Technology Brokering

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

Page 23: IDEO - Technology Brokering

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

Page 24: IDEO - Technology Brokering

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

Page 25: IDEO - Technology Brokering

SOME CHALLENGES

SOME CHALLENGES

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Page 26: IDEO - Technology Brokering

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

Page 27: IDEO - Technology Brokering

All these numbers thanks also to the SPONSORS across a range of industries and sectors, always committed to catalyzing conversations and solutions for the world’s 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 they’ve 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

Page 28: IDEO - Technology Brokering

PRODUCT EXAMPLESMouse for Apple

1980

First production mouse for Lisa and Macintosh

Page 29: IDEO - Technology Brokering

PRODUCT EXAMPLESDIVVY

A new bike-sharing brand in Chicago

2013

Page 30: IDEO - Technology Brokering

A Better Box of Tea to convey family-owned quality

2014

PRODUCT EXAMPLESBigelow Tea’s packaging