The Power of Design

1. “IDEO redefined good design by creating experiences, not just products. Now it’s changing how companies innovate.” The Power of Design By: Bruce Nussbaum, Business Week Presentation by: Inge Krippaehne

2. Opening Story- Kaiser Permanente • Largest health maintenance organization in the US • Implementing new long term strategy to attain more patients and lower costs. • Thought they would have to build all new, high-tech, expensive facilities • hired IDEO- design team and Kaiser Permanente worked together to examine the company • FINDINGS: patients hated the exam rooms, waiting rooms were uncomfortable, checking in was a disaster, patients were not happy when they left the building even if they were cured

3. Solutions: • Needed to “overhaul the patient experience” • Make friendlier, larger exam and waiting rooms • Space for more people • Privacy for patients • Efficient working space for staff • Will not have to create large capital expenditures • “IDEO showed us that we are designing human experiences, not buildings.” – Keiser Permanente

4. Who is IDEO? • Began in 1991 • 350 member design team • Locations in: Palo Alto, San Francisco, Chicago, Boston, London and Munich. • In the 90’s developed high tech products • Now they are focusing on designing “customer experiences” • Use “open-source innovation” where the design team as well as the company work together

5. IDEO Clients • 3M • Amtrak • AT&T Wireless • Dell Computers • Kodak • McDonald’s • Microsoft • Nike • Oral-B • Pepsi • Proctor & Gamble • Scandinavian Airlines • TiVo • Wells Fargo

6. The IDEO way Five steps to design better customer experience • Observation • Brainstorming • Rapid Prototyping • Refining • Implementation

7. Observation • Understand the customer experience • Shadowing • Behavioral mapping • Consumer journey • Camera journals • Extreme user interviews • Storytelling • Unfocus groups

8. Brainstorming • Idea-gathering session analyzing data by observing people • Defer Judgment • Build on ideas of others • Go for quantity • Be visual • Stay focused on the topic • One conversation at a time

9. Rapid Prototyping • Mock up work models to visualize and speed up the innovation process • Mock up everything • Use videography • Go fast • No frills • Create scenarios • Bodystorm

10. Refining • Narrow down choices • Brainstorm • Focus prototyping • Engage the client • Be disciplined • Focus • Get agreement

11. Implementation • Bring all capabilities together when creating the product/service • Tap all resources • The workforce • Experts of all fields

12. Corporations turning to IDEO • Nestle • Kids eating less chocolate, spending more time on cell phones • New chocolate eating experience • Global Auto Company • Out of touch with Gen-Y • Researched values: “authenticity” • Lufthansa • Wanted to create wireless remote for entertainment • Order movies, adjust lights, air with a “sleek” looking handheld remote

13. AT&T Wireless- mMode • Wanted to reintroduce mMode to the mass market • Customers were having trouble reaching sites through their cell phones • “too many clicks” • IDEO and AT&T came up with “My mMode” • Manage favorites over a website • GPS locator • Only 2 clicks away • Project only took 17 weeks

14. Warnaco’s Wyatt • Wanted to compete with Victoria’s Secret and enhance shopping experience • Only sold in department stores • Customers claimed they couldn’t find lingerie section, sizes were cluttered all over, insubstantial fitting rooms • In 18 weeks, came up with new retail idea within department stores • Sitting area- “social hub” • Bigger fitting rooms • Concierges • Organized displays- “storytellers”

15. New Design for Warnaco’s Wyatt

16. Questions??

17. Sources • http://www.businessweek.com/pdf/240512BWePrint2.pdf • http://www.ideo.com/ideo.asp