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IDEO - Case Study Presentation
- 1. IDEO
- 2. What do they do? ▹ IDEO is a global design and consulting firm. ▹ Based in Palo Alto, California. ▹ The company uses the design thinking methodology to design products, services, environments, and digital experiences. 2
- 4. “▹ Design thinking is a method for practical, creative resolution of problems. ▹ In business, it uses the designer's sensibility and methods to match people's needs with what is technologically feasible. 4
- 5. ▹ Empathize ▹ Define ▹ Ideate ▹ Prototype ▹ Refine, Refine, Refine ▹ Test IDEO’s Methodology 5
- 6. “ Tech companies design from the inside out, whereas we design from the outside in so that we can put customers first 6
- 8. Techniques used by IDEO ▹ Shadow customers. ▹ Conduct in-depth interviews and surveys. ▹ Behavioral mapping. ▹ Maintaining a photographic log of people in certain public spaces. ▹ Inviting people to share personal narratives about their products or services. 8
- 10. A Portable, Life-Saving Defibrillator 1 0 IDEO, working with Heartstream created an intuitive device that is affordable and transportable.
- 11. Courtyard by Marriott 1 1 IDEO helped Courtyard attract a younger audience by suggesting they change their passive lobby design, add Technology and give better choice in terms of food.
- 12. Future Kitchens 1 2 IDEO, in collaboration with IKEA did systematic consumer research to help understand the future of kitchens.
- 13. Launching an Online Pharmacy Startup 1 3 An online pharmacy PillPack worked to build a prescription home-delivery system. The venture brought their business to IDEO as a startup in residence, and worked to fine-tune their offer.
- 14. Why has IDEO been so successful?
- 15. ● Consumer centric approach. ● Extensive market research. ● Excellence in delivering value to customers.
- 16. What is the most difficult challenge it faces in conducting its research and designing its products?
- 17. Research ▹ Difficult to shadow consumers. ▹ Surveys are time consuming. ▹ Consumers may not always know ‘what they want’. 1 7 Designing ▹ Feasibility of products. ▹ Trading off design for functionality. ▹ Technical innovation required to solve certain problems.
- 18. In the end, IDEO creates great solutions for companies that then receive all the credit. Should IDEO try to create more brand awareness for itself? Why or why not?
- 19. IDEO doesn’t have to create any extra brand awareness to itself. ● IDEO has a built a reputation of solving usability problems for clients, which has led to countless success stories and awards for its clients and for the firm itself. ● IDEO has created a marketing research approach that is unique to them. ● They have plenty of brand awareness within the business community, that include clients like Procter & Gamble, AT&T, Bank of America, Ford Motor Company, PepsiCo, Nike, Marriott.
- 20. Summary ▹ IDEO is a global design and consulting firm. ▹ Design thinking methodology. ▹ IDEO’s methodology and techniques. ▹ Products & Services. ▹ Success, challenges and brand awareness problems. 2 0
- 21. Disclaimer Created by Neel Kapoor, IIT Madras, during a marketing internship by Professor Sameer Mathur, IIM Lucknow. 2 1
Editor's Notes
- Hello! I’m Neel Kapoor. And as part of the internship under Professor Sameer Mathur, I would be analyzing IDEO , a global design and consulting firm and how they work.
- what is it that they do? Based out of Palo Alto, California, IDEO basically help firms better their product and service designs. To do this they use a very thorough, design thinking methodology.
- So what exactly is this design thinking methodology? It is an innovative method that incorporates behaviour into design. It starts with forming a very diverse team including anthropologists and engineers who build upon each others ideas to solve a problem.
- It helps create a practical solution to people’s needs. Finding out what people need though is what IDEO really excels at. Let us see how they do that?
- At IDEO they are all about refining and reiterating until they make the best possible product. They first get into the minds of the consumers, define their product, Ideate, make a prototype and then refine and test until they get it right.
- IDEO is all about putting the customers first and it shows in this quote from David Blakely, head of IDEO’s technology group.
- As seen from this venn diagram, IDEO using their design thinking, figure people into their product design and try and hit the sweet spot making their products viable, feasible and desirable. So let’s see how IDEO does this?
- They shadow customers and often take pictures of a particular public place, like a lounge, to see how people interact with their surroundings and how to make this better, this is called behavioral mapping. They also conduct in depth interviews and surveys. A lot of thought goes into figuring out what customers want exactly.
- So, let’s move on to see some products and services designed by IDEO.
- IDEO, in association with Heartstream developed a portable, life saving defibrillator. Their aim was to make a safety device, as ubiquitous as the fire extinguisher, which is easy to use.
- By conducting interviews and maintaining a photographic log of their lobby, IDEO found out that the lack of use of technology and options for eateries were putting off a younger audience and hence suggested changes. Courtyard came up with a new tagline “courtyard. A new stay” after making the recommended changes.
- IDEO did a lot of market research and came up with suggestions for IKEA as to how to the future of kitchens would look like. Based on IDEO’s suggestions IKEA designed a new product line.
- Not just products, but IDEO also helped better the services provided by PillPack, an online pharmacy startup, hoping to home deliver medicine and make people’s life easier.
- Let’s see why IDEO has been so successful.
- Their focus on making the consumers happy and doing extensive research to find exactly what it is that they want, help IDEO create products and services which really sell. They have thus established a very good reputation in the industry and this consumer centric approach makes them so successful.
- What is the most difficult challenge IDEO faces in conducting its research and designing its products?
- On the research side of it, it can be difficult to shadow customers without being intrusive. Customers might not always be able to point out what they want too.