Posts Tagged ‘Ideo’

Design Thinking revisited: A conversation with Scott Underwood

Wednesday, October 27th, 2010

Following my blog article on Design Thinking and business model innovation, a vivid discussion about design thinking and business model thinking started. Lately, Scott Underwood joined the discussion. For over 20 years, Scott worked in the Palo Alto and San Francisco offices of IDEO, the global design and innovation firm.

During the last dozen years, his role involved writing, editing, speaking, and teaching about design thinking and the company’s history, culture, and processes. Scott is not IDEO’s spokesperson but a person with insights into the design thinking process. I would like to share his insights with you on the importance of the problem

definition phase and of challenging the assumption of your thinking. Below, you find what Scott wrote in his comment. I have added some emphasis to what Scott wrote.

Scott Underwood, formerly with IDEO, on Design Thinking

Patrick, I can’t give an answer that applies to all of IDEO; I’m not a spokesman, so this is my opinion: Despite definitions that we see in books and websites, design thinking remains a fairly fuzzy and dynamic concept — the phrase “nailing Jello to a wall” comes to mind. However, the problem definition phase of a project is a key component, and this is where not only big corporations but individuals like me fail. (more…)

Design thinking, Ideo and disruptive business model innovation

Wednesday, November 25th, 2009

To be honest, I get a bit bored about the mantra that design thinking will solve the problems of large corporation. Well, when I go through the case studies at Ideo I am extremely impressed by their client list but not about the output. I have seen several design thinking sessions and I am not impressed at all with the output. The results are very often: More-of-the-Same but with fancier design.

Wer hat es erfunden? Novo Nordisk insulin pen

Where is the invention from design thinking that changed the industry? Where is the iTunes or the Kindle of Ideo? The problem with design thinking starts very early in the process with the problem definition phase. And that is where large corporations fail. They define the scope too narrow and than you get nice new things that sustain your current business but not new business models that rock your industry and yourself.

Ideo is a very good (self-) marketing & design firm but not an industry rocking firm. Large firms just love Ideo because Ideo just offers such a well designed process to solve the big problem of “being not innovative”. You hire Ideo for comforting yourself for not using your own common sense and your own customer insights. You just outsource your understanding of the customer to Ideo.

And how innovative are Ideo’s ideas?

Let’s take the example of the insulin pen Ideo describes on its homepage as a case [update 22nd Oct 2010, case is not available on IDEOs homepage any longer due to redesign of page]. (more…)