“If you never try, you never know”

This week, we have to post about “IDEO”.

What is IDEO?

It’s the hot design company hired by Apple to create its first mouse, (and by Microsoft to create its second), by the Post Office to rework the postbox, by Muji to create its wall-mounted CD player and by Procter & Gamble to reinvent toothpaste tubes. It made the Nokia N-gage, the Palm V and the Head Airflow tennis racquet.

IDEO is an international design and innovation consultancy. The company uses methods of human centered design and the design thinking approach.
They have employee in the areas like Industrial design, interaction design, communication design, engineering, software programming, branding, economics, anthropology, and psychology all over the world, for example in Palo Alto, San Francisco, Boston, New York, London, Munich.

As a global innovation consultancy the IDEO Company opens new opportunities for growth, future business and competitive advantages. They focus on the relationship with their target groups: Only those who really know and understand their customers can provide marketable value.

Together with their customers they create something new: They develop products and services that make spaces and brand experience, define positioning and organization for tomorrow’s market. Throughout the entire process there is an interdisciplinary team at the side of their clients: consultant, passionate, creative – from the right strategic questions about the idea development to implementation.











company was founded in 1991 through the merger of three design studios: David Kelley Design (founded by David Kelley, a professor at Stanford University and co-founder and director of the d.school – The Hasso Plattner Institute of Design), ID Two (founded by Bill Moggridge) and matrix Product Design (founded by Mike Nuttall). “IDEO” combining form of the word idea, as it is used in words like “ideogram” or “ideology”.

There were five steps in IDEO’s high-speed innovation process: understand, observe, visualize, implement, and evaluate. Extensive research began the process, followed by observations of end users. The visualization step leaned towards producing a series of inexpensive prototypes, rather than poring over lists of specifications. IDEO carefully researched consumer behavior through the eyes of its social scientists to find out what was truly required. The company also asked clients to participate in the role of their own customers, shopping for services and products from rival companies as well.

Bill Moggridge, the grey-bearded British co-founder of IDEO, a Royal Designer for Industry and the designer of the world’s first laptop, explains how IDEO, design thinking and his own ideas came about. “I think in the early days, in an industrial- design consultancy, people probably came to us because they thought we could do cool-looking stuff,” he says. “The difference was that I always insisted on trying to understand what people would think and what they would want. The simplest way of doing that was to make sure that we saw the real world.


Source: http://www.ideo.com/de/


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