IDEO's human-centered innovation culture, process, and philosophy is characterized by its design thinking approach that consists of understanding customers and end-users needs and interactions, prototyping, and coming up with creative solutions for consumer's problems and needs. IDEO's main principles in its human-centered approach are to emphasize and interact with the end-users to design products to meet their underserved consumer needs. IDEO tries to understand the complex challenges, desires, and behaviors of the end-users by observing them and by putting themselves in the consumer and end-users' position to test and know what it feels like to use an IDEO product. They accomplish this by having target consumers use their products in their daily lives and, by closely coordinating with the end-user, gain an understanding of the context of the product through their interactions. The core elements IDED uses to assist their products are observations, ideation, rapid prototyping, user feedback, iteration, and implementation