Excellence use, and even dispose of products. For example, one method shadows consumers, takes pictures or videos of them during product purchase or use occasions, and conducts in-depth interviews with them to further IDEO is the largest and one of the most influential design evaluate their experiences. IDEO uses another method consultancy firms in the United States. The company has called behavioral mapping and maintains a photocreated many recognizable design icons of the technol- graphic log of people within a certain area like an airline ogy age, including the first laptop computer, the first departure lounge, a hospital waiting room, or a food mouse for Apple, the Palm V PDA, and the TiVo digital court to gauge how the experience can be improved. video recorder. Beyond its high-tech wizardry, the com- Participants keep a "camera journal" in which they pany has designed revolutionary household items such record their visual impressions of a given product or as the Swiffer Sweeper and Crest's stand-up toothpaste category. IDEO also invites consumers to use storytelltube, both for Procter \& Gamble. IDEO's diverse roster ing techniques and share personal narratives, videos, of clients includes AT\&T, Bank of America. Ford Motor skits, or even animations about their experiences with a Company. PepsiCo, Nike, Marriott, Caterpillar, Eli Lilly, product or service. Lutthansa, Prada, and the Mayo Clinic. IDEO's human-centered approach runs counter to IDEO's success is predicated on an approach called the prevailing wisdom of many high-tech firms that "design thinking" - an innovative method that incorpo- focus more on their own capabilities when designing rates behavior into design. It's an unconventional way products. David Blakely, head of IDEO's technology of problem solving and starts by forming teams of indi- group, explained, "Tech companies design from the viduals with various backgrounds and experiences. Team inside out, whereas we design from the outside in so members range from anthropologists and journalists to that we can put customers first." Uitimately, the comMBAs and engineers. IDEO's belief is that if you bring pany designs products that consumers want and value together a diverse group with these talents, they will build because they offer a superior experience and solve a upon each other's ideas and come up a solution that one problem. Recent product innovations include a heart mind cannot reach alone. defibrillator that talks with instructions during an emer- Next, IDEO uses different methods of behavioral gency and a renovated version of the classic wooden research and observation to get into the mind of the classroom chair. consumer. This helps IDEO uncover deep insights and Marriott hired IDEO to help make its Courtyard by understand how consumers purchase, interact with. Marriott hotels more appealing to younger guests. IDEO conducted interviews and observed guests in the hotel's IDEO's novel consumer-led approach to design has lounges, lobbies, and restaurants. Its research revealed generated countless success stories and awards for the that younger guests were turned off by the lack of ac- firm and its clients. Its work has also served as inspiration tivity in the hotel's public places, the lack of technology for the creation of Stanford University's design schooloffered, and poor food options. As a result, Courtyard The Hasso Plattner Institute of Design-where stuby Marriott updated its furniture and decor to be more dents work on problem solving centered around design comfortable and inviting. The hotel added advanced thinking. technology options throughout its lobbies and lounges, The most important result for IDEO is that its designs such as flat-screen TVs and free Wi-Fi. Marriott converted solve a usability problem for clients. The company goes its breakfast buffets to 24/7 coffee-shop-style cafs, broad and deep to achieve this goal. Since its founding. where guests could quickly grab a gourmet coffee drink it has been issued thousands of patents and generated and healthy bite to eat anytime. Courtyard even created hundreds of millions in revenues. new outdoor hangout spots with sound speakers and fire pits. After the renovations, the chain changed its tagline Questions to "Courtyard. It's a New Stay." 1. Why has IDEO been so successtul? Prototyping takes place throughout IDEO's design process so individuals can physically test out the prod- 2. What is the most difficult challenge it faces in conuct, experience it, and improve upon it during each ducting its research and designing its products? level of development. IDEO encourages its clients, even 3. In the end, IDEO creates great solutions for companies senior executives, to participate in the research so they that then receive all the credit. Should IDEO try to creget a sense of the actual consumer experience with ate more brand awareness for itself? Why or why not? their product or service. For example, when it created a prototype for Apple's first mouse, Steve Jobs didn't like the sound it made when it moved around on a desk and insisted that IDEO find a way to reduce the noise. The Nastoum, "The Powe of Deagn," Aushesstwe May 17, 2004, p. 86; Teresa lezb, "lnnovate. design firm overcame this huge technical obstacle and successfully rubber-coated the steel ball without interfering with its function
