Interview With Ideo by Ekaterina Khramkova

The document is an interview transcript between IDEO representatives and Dr. Ekaterina Khramkova. In the interview, Alan South from IDEO discusses his experience working with clients in Russia, noting similarities to other countries in customer needs but also faster growth rates in Russia. He outlines the types of clients and partnerships IDEO looks for. Later representatives discuss how IDEO has moved from traditional product design to a focus on design thinking and strategy, driven by client demands to help solve bigger problems. They note this was pioneered by IDEO but has been slower for other design consultancies to adopt.