By: Sara Wingate 5/31/11

IDEO was created in 1991 by the merger of three different companies; David Kelley Design ID Two Matrix Why it matters? Most technology consulting firms involved in product design had no clear access to a general product development firm.

The formation of IDEO brought all services client companies needed under one umbrella that allowed for design, development, and manufacture of new products without having to move to a different location. The kinds of career types needed at IDEO contains but is not limited to ~ Mechanical Engineering Electrical Engineering Industrial Design Ergonomics Information Technology Prototype Machining Cognitive Psychology

Some things IDEO has created that you probably didn’t know about: Free Willy Squishee Toothbrushes Mouse Upright Toothpaste Shopping cart Skiers Watch Submarine (Abyss) Transcute. Immu. Bottles Verigene ID Kidney Transporter Contour USB Laser Eye Surgery High Tech Showroom IDEOs product percentages are as 30% medical 30% consumer 30% telecommunications/computers and 10% industrial products

Fees.... A project will cost anywhere between 40,000 to 1,000,000 dollars depending on the scope of the project. Design Centers.... Located in Boston, Chicago, San Francisco, London, Palo Alto, Grand Rapids, New York, Tel Aviv, and Tokyo, Milan, & Boulder Over 300 employees, each bringing their own personal experience to the design table.

One of the main strategic philosophies utilized at IDEO; The role of Prototyping The three R’s Rough Rapid Right There is ALWAYS a prototype brought to any client meetings so that everyone remained on the same page. Prototypes are also a great way to keep all people on the project having a good idea of what the product they were designing was and also a great doorway for communication between IDEO and clients, marketers, experts, and end users. “Enlightened trial and error”

Why does it work so well? No formal titles No dress code Personalized Work Spaces Breaks/walking; cycling Wild ideas encouraged Frequent client meetings No permanent job assignments or titles Peer recommendations for project leaders/personal excitement about project When it doesn’t appear to be working, there is a “Deep Dive” is called by the leader of the project. A focused effort for one day to generate a large number of creative concepts, weed out weak ideas, and begin prototyping based on a handful of solutions.

Phase 0 ~ Understand/Observe “Inhaling everything ever written about the planned product and potential users Phase I ~ Visualize/Realize End with rough three dimensional models of a product and a manufacturing strategy Phase II ~ Evaluating/Refining Shift from ergonomics to engineering Phase III ~ Implement/Detailed Engineering Fully functional design model, tooling databases, technical documentation Phase IV ~ Implement/Manufacturing Liaison Ensurance of smooth product release

The Dilemma: Take less time for phases 0 and I in order to come out with a product in time for the holiday season for a client. Handspring Visor.... From the Palm V Sacrifice design for functionality?

Question: What item is not one of the products that IDEO created? A)Diabetes meter B)Mechanical Whale C)Spaceship D)Submarine

Thank You