IDEO explained

IDEO
Type:Private
Foundation:1991, with the merging of David Kelley Design (est 1978), Moggridge Associates (est 1969), ID Two (est 1979), and Matrix Product Design (est 1983).
Founders:David Kelley[1]
Bill Moggridge[2]
Mike Nuttall
Location:San Francisco, California[3]
Num Employees:500+ (2023)[4]
Industry:Design firm[5]

IDEO is a design and consulting firm with offices in the U.S., England, and China. It was founded in Palo Alto, California, in 1991.[6] [7] [8] The company's 500 staff uses a design thinking approach to design products, services, environments, brands, and digital experiences.[9] [10]

In 1996, Steelcase took a majority ownership stake in the firm, which continued to operate independently. By the early 2000s, the company had expanded into management consulting and organizational design. In 2016, Japanese holding company Kyu Collective purchased a minority stake in the firm,[11] with Steelcase continuing to hold a small stake.

History

IDEO was formed in 1991 by a merger of David Kelley Design (founded by Stanford University professor David Kelley in 1978), London-based Moggridge Associates and San Francisco's ID Two (both founded by British-born Bill Moggridge, in 1969 and 1979, respectively), and Matrix Product Design (founded by Mike Nuttall in 1983).[12] [13] David Kelley Design was previously Hovey-Kelley Design, which was a partnership between David Kelley and Dean Hovey.[14] Hovey-Kelley Design worked on the design for the computer mice for the Apple Lisa and the original Apple Macintosh.[15]

In 1996, Office-furniture maker Steelcase took a majority ownership stake in IDEO, which continued to operate independently. Steelcase[16] began divesting its shares through a five-year management buy-back program in 2007.[17] By the early 2000s, IDEO had expanded into management consulting and organizational design. In 2016, Japanese holding company Kyu Collective purchased a minority stake in the firm.[11] [18]

While the company started with a focus on designing consumer products (e.g., toothbrush, personal assistant, computers), by 2001, IDEO began to widen its focus on consumer experiences and services.

In 2011, IDEO incubated IDEO.org — a registered 501(c)(3) nonprofit focused on doing work the centers people in poor and vulnerable communities.[19] In April 2019, the company announced that Sandy Speicher would replace Tim Brown as CEO of the company.[20] In November 2022, the company announced that Derek Robson would become CEO effective January 5, 2023.[21]

The Deep Dive

On February 9, 1999, the ABC show Nightline featured IDEO in a segment called The Deep Dive: One Company's Secret Weapon for Innovation.[22] [23] The segment featured Jack Smith of ABC touring the IDEO office and challenging the company to redesign the shopping cart in five days to demonstrate IDEO's process for innovation.[24] The result was a shopping cart with a nestable steel frame which holds removable plastic baskets to help deter theft and increase shopper flexibility. A dual child seat with a swing-up tray was also included in the design, as well as a cup holder, a barcode reader to skip the checkout line and steerable back wheels for manoeuvrability.[24] The demonstration of IDEO's innovation process has led to the segment becoming part of numerous curricula, including Project Lead the Way[25] and multiple universities.[26] [27] [28]

Acquisitions and partnerships

On October 17, 2017, IDEO acquired Datascope — a data science firm based in Chicago.[29] Datascope has worked with IDEO as a consultant on many projects over the past four years.[30] Tim Brown, Chair of IDEO, states that the acquisition is largely motivated by advances in data sciences and machine learning. These advances allow for a bigger focus in human-centered applications including facilitation of the design process.[31] Datascope's 15-person team will be moved to IDEO's Chicago office.

With IDEO's acquisition by Kyu, the firm increasingly partners with other member firms of the collective.[32] [33]

Organizational culture

IDEO's organizational culture consists of project teams, flat hierarchy, individual autonomy, creativity, and collaboration.[34] The firm currently employs over 500 people across many disciplines, including: Behavioral Science, Branding, Business Design, Communication Design, Design Research, Digital Design, Education, Electrical Engineering, Environments Design, Food Science, Healthcare Services, Industrial Design, Interaction Design, Mechanical Engineering, Organizational Design, and Software Engineering.[35]

Products and services

IDEO has worked on projects in the consumer food and beverage, retail, computer, medical, educational, furniture, office, and automotive industries. Some examples include Apple's first mouse, the Palm V PDA, and Steelcase's Leap chair. Clients include Air New Zealand, Coca-Cola, ConAgra Foods, Eli Lilly, Ford, Medtronic, Mexichem, Sealy, ShinHo, and Steelcase among many others.[35]

OpenIDEO

In August 2010, IDEO introduced OpenIDEO - a collaborative platform for the design process.[36] OpenIDEO was designed to be an internal tool for IDEO to collaborate with clients, but it is now a public tool.[37] The purpose of the tool is to virtually drive the creative process to solve social problems, allowing for people of different expertise and backgrounds to collaborate. Examples of projects that have been facilitated by OpenIDEO include various projects of the WWF and TEDPrize winner Jamie Oliver's Food Revolution movement.[38] In a collaboration with Sutter Health, London's Helix Centre and Shoshana R. Ungerleider,[39] they completed an OpenIDEO Challenge to "reimagine the end of life experience" which later led to the founding of international initiatives, End Well and Re:imagine.[40]

Design education

IDEO U is an online educational program released in early 2015.[41] [42] Course participants are instructed on the concepts surrounding human-centered design thinking.

In addition to the online program, IDEO and its affiliates have released multiple books on design thinking, including New York Times best-selling Creative Confidence: Unleashing the Creative Potential Within Us All.[43] Former CEO Tim Brown is the author of Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation (2009) in which he argues that design can transform problems into opportunities – emphasizing design thinking as a human-centered activity, he specifically prizes the feeling of empathy, where designers are capable of understanding the perspectives and problems the end users face.[44]

Notes

Notes and References

  1. News: Eng . Dinah . How IDEO brings design to corporate America . Fortune . April 11, 2013 . en.
  2. Web site: Bill Moggridge. 2021-09-15. www.ideo.com.
  3. Web site: IDEO. .
  4. Web site: About IDEO. 2020-09-09. IDEO Inc.
  5. News: Harris. Jessica. David Kelley, Co-Founder of IDEO. September 25, 2014. NPR. June 26, 2014. live. https://web.archive.org/web/20150108081927/http://www.npr.org/2014/06/26/325811732/david-kelley-co-founder-of-ideo. January 8, 2015. mdy-all.
  6. Web site: IDEO LLC . https://web.archive.org/web/20111220054939/http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=813054 . December 20, 2011 . . November 12, 2011 .
  7. Web site: IDEO Contact page . Ideo.com . November 12, 2011 . live . https://web.archive.org/web/20111110191236/http://www.ideo.com/contact . November 10, 2011 . mdy-all .
  8. Web site: Contact. 2020-06-09. www.ideo.com.
  9. Brown, Tim. "The Making of a Design Thinker." Metropolis Oct. 2009: 60–62. p. 60: "David Kelley ... said that every time someone came to ask him about design, he found himself inserting the word thinking to explain what it is that designers do. The term design thinking stuck."
  10. Book: Kelley. David. Kelley. Tom. Creative Confidence. registration. 2013. Crown Business. United States of America. 21. 9780385349369.
  11. Ideo Sold Part of Itself and Joined a Collective. But Why? . Wired.
  12. Web site: International Directory of Company Histories . Findarticles.com . November 12, 2011 . dead . https://web.archive.org/web/20100817055141/http://findarticles.com/p/articles/mi_gx5202/is_1994/ai_n19122362/ . August 17, 2010 .
  13. Web site: Bill Moggridge dies at 69; developer of laptop design. 2012-09-11. Los Angeles Times. en-US. 2020-04-06.
  14. Web site: David Kelley interview – Founding Hovey-Kelley . Making the Macintosh: Technology and Culture in Silicon Valley . 1 September 2012 . July 24, 2000 . dead . https://web.archive.org/web/20120920011810/http://www-sul.stanford.edu/mac/primary/interviews/kelley/hk.html . September 20, 2012 .
  15. Web site: Hovey-Kelley and the Mouse . 2023-11-21 . web.stanford.edu.
  16. News: Nussbaum . Bruce . The Power of Design . Business Week . May 17, 2004 . December 19, 2006 . dead . https://web.archive.org/web/20070108091814/http://www.businessweek.com/magazine/content/04_20/b3883001_mz001.htm . January 8, 2007 . mdy-all .
  17. News: Bauer . Julia . Steelcase's IDEO will be sold over next five years . Grand Rapids Press . September 20, 2007 . September 20, 2007 . live . https://web.archive.org/web/20090528131828/http://blog.mlive.com/grpress/2007/09/steelcase_sees_42_percent_jump.html . May 28, 2009 . mdy-all .
  18. Web site: Ideo, Silicon Valley's Most Influential Design Firm, Sells A Minority Stake. Budds. Diana. 2016-02-09. Fast Company. en-US. 2020-04-06.
  19. Web site: How Ideo.org Helps Fight Global Poverty With Design. Miller. Meg. 2016-11-07. Fast Company. en-US. 2020-04-06.
  20. Web site: Ideo CEO Tim Brown, who helped popularize design thinking, steps down. Wilson. Mark. 2019-04-04. Fast Company. en-US. 2020-04-06.
  21. Web site: IDEO APPOINTS DEREK ROBSON AS CHIEF EXECUTIVE OFFICER. 2022-11-29. PRNewswire. en-US. 2023-04-25.
  22. Web site: IDEO Nightline Transcript. ciow.org/. THE TRANSCRIPTION COMPANY. January 8, 2017. live. https://web.archive.org/web/20151223024805/http://ciow.org/docs1/IDEO_Nightline.pdf. December 23, 2015. mdy-all.
  23. News: No mystery why IDEO became the home of good ideas. January 8, 2017. The Independent. May 9, 2001. live. https://web.archive.org/web/20170109113845/http://www.independent.co.uk/news/business/news/no-mystery-why-ideo-became-the-home-of-good-ideas-5364968.html. January 9, 2017. mdy-all.
  24. Web site: Reimagining the Shopping Cart. ideo.com. IDEO. January 8, 2017. April 1999. live. https://web.archive.org/web/20170109183906/https://www.ideo.com/post/reimagining-the-shopping-cart. January 9, 2017. mdy-all.
  25. Web site: 1.5.A DeepDive. studylib.net. Project Lead the Way. January 8, 2017. live. https://web.archive.org/web/20170108232156/http://studylib.net/doc/6804444/1.5.a-deepdive. January 8, 2017. mdy-all.
  26. Web site: CIOW - Videos. ciow.org. January 8, 2017. University of Pennsylvania. live. https://web.archive.org/web/20170108232257/http://ciow.org/videos.cgi. January 8, 2017. mdy-all.
  27. Web site: Smith. Karl. The Art of Innovation - University of Minnesota. University of Minnesota.
  28. Web site: The Deep Dive - Weber State University. Weber State University. live. https://web.archive.org/web/20170109113709/http://faculty.weber.edu/kharward/MET1000/SlideShows/The_Deep_Dive.ppsx. January 9, 2017. mdy-all.
  29. Web site: IDEO. Datascope joins the IDEO Family. IDEO News.
  30. Web site: Budds. Diana. Exclusive: Ideo's Plan To Stage An AI Revolution. CO.DESIGN.
  31. Web site: Brown. Tim. Design for Augmented Intelligence. Medium. October 17, 2017 .
  32. Stinson. Liz. Ideo Sold Part of Itself and Joined a Collective. But Why?. en-US. Wired. 2022-01-27. 1059-1028.
  33. Web site: Budds. Diana. 2016-02-09. Ideo, Silicon Valley's Most Influential Design Firm, Sells A Minority Stake. 2022-01-27. Fast Company. en-US.
  34. Book: Dobbin, Frank. High Commitment Practices. October 10, 2012. Harvard University. Lecture.
  35. Web site: IDEO Fact Sheet. January 8, 2017.
  36. Web site: Grams. Chris. OpenIDEO: a new experiment in open innovation. opensource.
  37. Web site: Diamandis. Peter. INNOVATION ON STEROIDS: THE OPENIDEO APPROACH TO A BETTER SOCIETY. XPRIZE.
  38. Web site: Popova. Maria. OpenIDEO: Collaborative Design Thinking. Big Think.
  39. Web site: How to Design for Death: OpenIDEO Challenges Designers to Reimagine the End of Life Experience. core77.com. 26 Aug 2020.
  40. Web site: The Journey. 2017-12-05 . endwellproject.org . 2020-08-25 . en-US.
  41. Web site: Introducing IDEO U: IDEO's online learning school!. www.ideo.com. 2020-04-06.
  42. Web site: Peters. Adele. 5 Things You'll Learn In Ideo's New Online Innovation Class. Fast Company. Fast Company.
  43. Web site: Stober. Dan. Stanford d.school founder fosters creative confidence with design thinking. January 23, 2023 . Stanford News.
  44. Kimbell. Lucy. 2011. Rethinking Design Thinking: Part I. Design and Culture. 3. 3. 285–306. 10.2752/175470811X13071166525216. 145069798.

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