Innovation Through Design Thinking
How Companies Develop and Sustain their Strategy and Culture of Innovation
Mat Hunter, IDEO

Overview:
1.Who is IDEO?
2.What is ‘Design Thinking’?
3.The Design-led innovation process
4.Case Studies
5.Building a Culture of Innovation

1. Who is IDEO?

IDEO is a global design and innovation consultancy.
We create impact through design.

We are 500+ people in USA, Europe and Asia

We are Designers & Engineers & Economists &
Ethnographers & Food Scientists and others…

…and lucky to work on an amazing array of challenges
- create a luxury hotel brand and experience
- radically improve airport security in the USA
- explore the future of agriculture in africa
- encourage 160 million americans to ride a bicycle again
- commercialise a transcutaneous immunization delivery method
- identifying new business opportunities for mexican cement
- Explore the use of mobile technology in HIV adherence
- Reduce food waste through products that support behaviour change

We have a reputation as a best in class innovator

2. What is ‘Design Thinking’
…and why should i care?

\"Talent hits a target no one else
can hit; genius hits a target no one
else can see.\"
Arthur Schopenhauer
German philosopher (1788 - 1860)

Design’s value is in asking great
questions as much as finding
great answers.
It’s value is in finding
opportunities.

A holistic perspective,
but starting with the
consumer

Roger Martin, Rotman School of Management

Stanford d.school

Why? Global Competition,
Terrorism, Global Warming,
Digital Convergence, Obesity,
Oil Prices, Poverty...
...oh and the global recession

These big challenges exist
even in a downturn.
More than that, consumer
sentiment and behaviour
changes more rapidly than
ever.

Do more with less.

3. The Design-led innovation process

It’s about looking at people.

And seeing things from their
viewpoint, not yours.

Build to Think

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Trial and error:
Most learning, especially most organizational
learning, occurs through trial and error. Error
occurs whether you want it to or not. Error is
difficult to avoid. It’s not clear that research or
preparation have an enormous impact on error,
especially marketing error. Error is clearly not in
short supply.
Trial, on the other hand, is quite scarce,
especially in some organizations. People
mistakenly believe that one way to successfully
avoid error is to avoid trial. We need more
trial.
Seth Godin

4. Case studies

As of May 2008, Bank of America's Keep the
Change has helped more than eight million people
enrolled in the Keep the Change program
accumulate approximately $10 billion in savings,
the $1 billion in customer round-ups and bank-
matching funds (source: company press release)

Three of the six largest original equipment
manufacturers (OEM) delivered a Coasting
bike in their 2007 lines. An additional seven
OEMs have committed to Coasting product lines
for 2008, powerfully demonstrating how an entire
industry can innovate for growth.

Our local experiences

5. Building a Culture of Innovation

10 things we have learned about
Innovation Culture:

1. Innovation Culture Starts at the top.
The leaders must create the vision and embody the values

2. Innovation no longer just happens in R&D.
But that does not mean that everyone is equally good at it

3. Innovation is a team sport.
Silos must be broken

4. Keep consumers at the heart of what you do.
But don’t listen to everything they say - use your intuition.

5. Innovation Culture thrives on Optimism & Trust
Listen to ideas, embrace risk, learn from failure, reward bravery

6. Speed is good.
If you fail, you fail early and inexpensively

7. Innovation has many forms.
Incremental innovation requires different support from revolutionary

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8. Be careful how you measure success.
Allow small, fragile ideas the time to grow into big, strong ones

9. It’s not easy.
But it is possible, project by project

10. One size does not fit all.
You need to build a culture of innovation that fits your organisation

1. Innovation Culture Starts at the top.
2. Innovation no longer just happens in R&D.
3. Innovation is a team sport.
4. Keep consumers at the heart of what you do.
5. Innovation Culture thrives on Optimism & Trust
6. Speed is good.
7. Innovation has many forms.
8. Be careful how you measure success.
9. It’s not easy.
10. One size does not fit all.

Thank You