Design Thinking and Innovation at IDEO
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Case Details:
Case Code : MKTG252
Case Length : 15 Pages
Period : 2000-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : IDEO Inc
Industry : Consultancy - Design
Countries : US
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Background Note
IDEO was formed in 1991 through the merger of four firms - David Kelley Design (DKD), ID Two, Moggridge Associates (Moggridge), and Matrix Product Design (MPD). DKD was a design firm founded by a Stanford Mechanical Engineering professor David Kelley (Kelley) in 1978...
Design Thinking
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In 2003, IDEO decided to rename its approach as 'design thinking' as opposed to the earlier
'design'. The employees at IDEO referred to themselves as design thinkers. According to Kelley,
"We moved from thinking of ourselves as designers to thinking of ourselves as design thinkers...
Design Process at IDEO
IDEO's design process involved five key steps where the design team focused on observing the product usage history; ideating using techniques like brainstorming and body storming, developing the prototype, refining the prototypes to arrive at a final design, and then implementing the design solution...
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Innovation at IDEO
Since its inception, IDEO had had significant expertise in designing solutions for clients from various industries. The company always focused on providing innovative solutions to its clients' problems rather than simply suggesting solutions that had been tried by other companies when faced with similar problems...
Strengths of IDEO
According to industry experts, one of the main strengths of IDEO was its human resources. When IDEO was formed in 1991, DKD brought in mechanical engineering expertise while MPD and ID Two brought in design expertise...
Exhibits
Exhibit I: Apple Computer's First Mouse and Grid Compass
Exhibit II: IDEO's Case Study on Dove-Bar Mouse
Exhibit III: Visual of a Brainstorming Session at IDEO
Exhibit IV: Tech Box at IDEO
Exhibit V: IDEO - Three Personas
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