1 / 17

The Power of Design

Learn how IDEO shapes customer experiences for leading companies, like Kaiser Permanente, through observation, brainstorming, and rapid prototyping. Discover the power and process behind IDEO's approach to design transformation.

idania
Download Presentation

The Power of Design

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related