...BUSM 4041 Case Study: IDEO Consulting ‘Culture drives creativity’ Angus Beattie S3365681 Executive summary Most of us are creative however it is often suppressed at an early age. The realisation that we are born creative; can take action to change our current ways of thinking; apply tools and concepts from design thinking to assist us in our quest; and accept that failure is acceptable, should enable most people and organisations to be more creative and therefore more innovative. In today’s hyper-connected and competitive business environment, organisations need to innovate or perish as creativity is today’s competitive advantage. Firms like IDEO have become successful in assisting businesses innovate through harnessing the power of design thinking which centres on empathy, ideation, proto-typing and testing. Creativity and innovation need to be driven at all levels of the organisation and businesses can easily look to adopt some of the practices of design thinking to gain this competitive advantage. The award winning design firm IDEO exemplifies an organisation with a unique culture with a strong bias towards creativity and innovation and presents a role model for businesses wanting to learn how they can become more creative themselves. Contents Executive summary 2 Creativity is competitive advantage 4 IDEO & Design Thinking 5 Culture as a driver of creativity 7 Creativity for all? 9 References 11 Creativity is competitive advantage ...
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...Contents Executive Summary 3 IDEO’s CULTURE & process 4 IDEO Culture 4 Design process 4 Work environment 4 Prototyping 5 Collaboration 5 Customer involvement 5 Innovation process 5 Brainstorming 5 Structure and methodology 6 HandSpring Project (Visor) 7 Visor Challenges 7 The Odds situation 8 Measuring R&D Performance 9 Measuring Visor’s Project Performance 9 Prototyping of Palm V 11 The Decision 12 Executive Summary This case deals with IDEO company situation analysis. It starts with describing the IDEO corporation as an environment and the process that they use to perform the work. IDEO is a flat organization to an extreme. They have no hierarchy and discouraged formal titles, which is something that stressed more on the competiveness of the designers and engineers. They believed that prototyping is the key for the design process. They start with collaboration and brainstorming sessions in order to generate the most effective ideas and thoughts. They also have the customer involved with them in all the processes to keep him updated and aware of the steps that are taken. They have a 5 phase methodology to follow when starting a new project which are: Phase 0: Understand and observe, Phase 1: Visualize and realize, Phase 2:Evaluate and refine, Phase 3:Detailed Engineering and Phase 4: Manufacture. Theses five phase are explained more in the following pages IDEO has just finished a great breakthrough in the palm industry. They created...
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...IDEO - Organizational Behavior Evaluation ORG 711 02/11/06 Organizations need to be cognizant of what type of organizational design is best for the survival and growth of the organization through the years. Factors affecting the organization are in continual flux throughout time, and the design or structure best suited for any organization is stringently tested over time. Much thought and research is required at the onset of developing organizations. Periodic assessment or review of the organizational design is also beneficial. It could be the difference between survival or failure for the organization. One organization whose design strategy has withstood the test of time is IDEO, “a private design consulting firm headquartered in Palo Alto, CA” (Shaughnessy, 2002, p. 50). Its organizational design, as well as the performance of this design, is examined and recommendations provided for future organizations that enter into the same field. Evaluation of Overall Organizational Design IDEO, originally known as David Kelley Design, began in 1978, and merged with ID Two in 1991 (Nussbaum, 2004) when it became known as IDEO. It has been an innovative company from its inception and has been extremely successful as well (Nussbaum, 2004). IDEO has been the recipient of numerous awards through the years, including the National Design Award (Shaughnessy, 2002), (Perry, 1995). The client list of IDEO has numerous well-known names: 3Com, Agilent Technologies, Cisco, Pepsi, Samsung...
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...Q.1 Yes, IDEO should accept the Visor project and Mr. Boyle should compel the Handspring management to push the dates of release for producing a killer product. Even though the same team would be spearheading the new project, the customer base and the applications planned for the Visor would be a wider circle. Palm V was intended to appeal to women customer, to ensure operations performed on it was efficiently carried out and to be produced at a size thinner than its predecessor. But the Visor aims to full fill the needs of the gamers, pagers, travellers, music lovers and the like, apart from the day-to-day operations that the Pilot V was depicted for. Hence the time required for the Phase 0 and I would be longer than they took for the Pilot V. The software would also differ now that Visor was to use ROM cards. One major problem for the team would be that they are the ones who already designed the Palm V and it is highly likely that their ideas would be nothing different from those put forth during the brainstorming done for the Palm. Hence it would be preferable to give the team more time to understand the new customers that the product would be catering to. Q.2 IDEO’s success can be attributed to the change that it had adopted in order to enable its employees to think out of the box. It is not a surprise that IDEO is one of the leading designers in the Silicon Valley which is mainly due to the atmosphere provided by the management. The employees are allowed to recreate their...
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...IDEO Strengths * Globally reputed design firm, which has won lots of awards and accolades to show for its competency in proving solutions. * Innovation driven firm, which consists of employees from wide ranges of background, both culturally and technically. This helped to provide a diverse way for approaching a problem and coming up with its solution. People with different perspectives helped to modify and refine the solutions, which helped IDEO to provide innovations to wide ranges of services. * Structurally the firm’s management is flat, meaning that there is no hierarchy and bureaucracy within the project team. This helps everyone to feel essential to the team and contribute equally. * They give a lot of emphasis on trying to develop an insight to the actual problem clients are facing, which enables them to use general tools employed in those types of problems. Their product development process is well thought out, tried and tested. They depend on brainstorming sessions to come up with ideas that provide sustained creative solutions. * IDEO is evolving constantly with time, focusing on working more closely with its clients and external agencies in order to provide them better solutions and reduce their project execution times. * IDEO had a unique way of approaching a problem. It didn’t come up to a company with the symptom of a problem but rather focused on unearthing the root of the problem. It’s not that it had extensive knowledge on the field...
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...IDEO Strengths * Globally reputed design firm, which has won lots of awards and accolades to show for its competency in proving solutions. * Innovation driven firm, which consists of employees from wide ranges of background, both culturally and technically. This helped to provide a diverse way for approaching a problem and coming up with its solution. People with different perspectives helped to modify and refine the solutions, which helped IDEO to provide innovations to wide ranges of services. * Structurally the firm’s management is flat, meaning that there is no hierarchy and bureaucracy within the project team. This helps everyone to feel essential to the team and contribute equally. * They give a lot of emphasis on trying to develop an insight to the actual problem clients are facing, which enables them to use general tools employed in those types of problems. Their product development process is well thought out, tried and tested. They depend on brainstorming sessions to come up with ideas that provide sustained creative solutions. * IDEO is evolving constantly with time, focusing on working more closely with its clients and external agencies in order to provide them better solutions and reduce their project execution times. * IDEO had a unique way of approaching a problem. It didn’t come up to a company with the symptom of a problem but rather focused on unearthing the root of the problem. It’s not that it had extensive knowledge on the field...
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...CASO IDEO IDEO es una empresa fundada en 1991, al realizarse la fusión entre las compañías “David Kelley Design”, “ID Two”y “Matrix”, en Palo Alto, California. Es una compañía que se centra en asesorar a empresas y/u organizaciones de múltiples sectores, ya sea con productos, servicios o experiencias para lograr innovaciones IDEO es una organización que posee una gestión de alto compromiso, pues consta con equipos de trabajos para desarrollar los proyectos, con una jerarquía plana, que permite la autonomía individual, la creatividad y la socialización entre todos quienes trabajan en ella, y no solo entre el equipo de trabajo. Cada proyecto es desarrollado por un equipo de trabajo que es dirigido por un líder. Si el proyecto es grande, el líder solo trabaja en el, de lo contrario puede trabajar en tres o cuatro simultáneamente. Los equipos se forman y desarman durante la duración del proyecto. Esto quiere decir que no hay asignaciones de trabajos o cargos permanentes, lo que permite que se vayan aportando ideas y pensamientos frescos al equipo de trabajo. La cultura empresarial que posee, estimula a sus trabajadores a estar constantemente pensando en nuevas ideas. Se les insta a diseñar sus lugares de trabajo, para reflejar sus personalidades, a caminar o desplazarse en bicicletas en momentos de bloqueos, y se les impulsa a exhibir sus nuevas ideas y productos. Permite experimentar, y cada fracaso lo ve como un éxito, pues eso implica mejorar lo que está fallando. Ninguna...
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...Case Analysis on “ Making Progress at IDEO “ BY Group – 8 (Mr. Anil Kumar – MP13009 & Mr. Vishav Sharma – MP13070) Core Situation Analysis The case is essentially about the company IDEO, which works with many clients with the concept of design thinking, they mainly take projects from the customer and work on these project with targets and millstone. There work is of innovation but against common perception they work very systematically with tough targets. There project with the most of the companies runs for few days to few week and then team moves to new project. All the projects go through following three activity sets 1. Inspiration : Understand the problem from various sources and what kind of solution customer want and what is feasible solution by interacting with all possible stakeholders with project 2. Ideation: Concept generation, brainstorming, prototyping. Refinement towards single design on the basis of feasibility and economic analysis 3. Implementation: Final design testing with user, clients and do the necessary changes as per the user requirement. This model was quite successful with in IDEO, but one of regular client of IDEO Con Agra Foods felt that they need to work with IDEO on different model i.e. longer periods of engagement with fixed teams from IDEO who exclusively work on projects from Con Agra Foods. IDEO and Con Agra Foods agreed to the longer term concept of team and one dedicated team of IDEO designers have been deployed with Con...
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...IDEO Shopping Cart The IDEO Shopping Cart was a successful invention. It was successful because it was able to answer the problems of the normal shopping cart we see in various stores. Although it did not sell in the States, its idea went on and was found in France though a different variation. The IDEO cart was the invention that sparked others to build upon, that made it a success. What kept it from becoming mainstream in the U.S. was the use of the small baskets. The full size shopping carts were able to handle bulky items with ease such as 50lb dog food bags, televisions, and other items that were too large or heavy for the baskets. Most stores that require shopping carts carry heavy bulky items that the little baskets wouldn’t be able to handle. Considering that these larger items where usually the profit makers for stores, the store owners did not see the benefit. IDEO should have marketed the cart to stores that required carts but rarely sold items that would not fit in a single basket. Some wonder if it was ahead of its time. The shopping cart for the most part was ahead of its time. People are used to grabbing a cart and shopping, no stopping to put baskets in and out, no worries about hanging bags tearing from the cart on the way to the car. People were used to the simple big basket cart. It worked for them for decades and they did not see any reason to change something that is/was working. The big selling point to most people would have been...
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...INTRODUCTION: The Mattress Company Simmons wanted a hot new bed to sell, so they went to the best design firm in the world IDEO to come up with the concept. The first meetings between the two teams were brilliant with creative energy on both sides. Then IDEO went off to work on the prototype. A couple months later they came back to Simmons and showed off the prototype in a big, classic IDEO pitch. The response from Simmons was not positive though they knew it was good, but Simmons had no ownership over it. About Simmons and IDEO: Simmons Bedding Company was one of the oldest and major company in USA and had net sales for 2005 were $855 million but company wanted to explore new product opportunities in same field to tap more customers so they approached IDEO for the task. On the other hand IDEO is a design and innovation consulting firm and has been a successful example of what innovation and innovative design can accomplish. Also the culture of IDEO can be described as eccentric, fun, creative and innovative. The outside-the-box working style and shifting of working groups help to keep thinkers fresh and constantly on their toes. Work Process of IDEO: IDEO normally follow following process for typical engineering-intensive products or services: Phase I: Concept Generation: This involved visualizing a large number of designs solutions before selecting a single product direction. Phase II: Concept Development: the purpose was to identify and resolve technical and user problem...
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...INSPECTION & TESTING OF MATERIALS COMPILED BY: SYED HAIDER ALI (COURSE MATERIAL FOR DEPARTMENTAL PROMOTION EXAMINATION (DPE)) Chapter # 1: METALLOGRAPHIC EXAMINATION: 2 Chapter # 1: METALLOGRAPHIC EXAMINATION: ................................................................... 6 1.1 INTRODUCTION: ......................................................................... 6 1.2 METALLURGICAL MICROSCOPE: .................................................... 6 1.3 SPECIMEN PREPARATION: ............................................................ 8 1.5 MICRO AND MACRO EXAMINATION:............................................. 13 1.6 STUDY OF MICROSTRUCTURES: .................................................. 14 Chapter # 2: Tensile Testing .............................................................................................................. 19 2.1 INTRODUCTION: ....................................................................... 19 2.2 PROCEDURE OF TENSILE TESTING: ............................................. 19 2.3 TENSILE PROPERTIES: ............................................................... 21 2.4 EXPERIMENTAL RESULTS OF TENSILE TESTING: ........................... 26 Chapter # 3: Bend Test ....................................................................................................................... 28 3.1 INTRODUCTION: ....................................................................... 28 3.2 TYPES OF BEND TEST: .........................
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...“IDEO” (Marketing Excellence) 1. Why has IDEO been so successful? What is the most difficult challenge it faces in conducting its research and designing its products? IDEO has been successful due to a “design thinking” approach centered on “human-centered methodology” and also because helps other companies to be successful. I think they put a lot of efforts in research and market analyzes to get a deep and detailed idea about what consumers really want and need, because they solve a consumer’s problem and as a result offer a superior experience. They use a broad and various set of research methods like customer observation, customer interviews, prototyping and also let people participate in the design process. They do deep dives into consumer behavior to determine how they purchase, interact with, use, and even dispose of products. To put the customer first is one of the key success factors nowadays to meet their needs and to be successful. They employ methods such as shadowing consumers, taking pictures or videos of them during product purchase or use occasions, conducting in-depth interviews with them to further evaluate their experiences. They also use “behavioral mapping,” which creates a photo log of people within a certain area like an airline departure lounge, a hospital waiting room, or a mall food court over a span of several days to gauge how the experience can be improved. IDEO also utilizes “camera journals” that participants...
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...IDEO Product Development A. The key issue that will impact the focal firm’s ability to survive, thrive and grow is their ability to maintain an innovative environment and creative process while developing a product on a much more agressive time schedule than usual B. What is the Problem that this company is addressing? Consistently delivering innovative products to their clients. C. Solution: How is the company trying to solve the Problem? IDEO uses a unique development process that the company combines with a corporate culture to foster creative thinking. D: Business Model: IDEO develops products for companies, starting from the design right up to the manufacturing process. They charge fees for each individual project depending on its scope. E. Key Success Factors 1. THEN (FROM) 2. NOW (TO) (1) Putting just as much emphasis on product design as on engineering, regardless of the complexity of the device (2) Setting up a process of prototyping and brainstorming that encourages maximum creativity and idea creation across employees (3) A mostly unorganised process and flat structure make up a company culture that boosts creativity and independency in employees (4) Big client involvement in every stage of the project (1) Need to stay creative and not become too politicised despite the growing number of employees and presence in various locations (2) Implement a more attractive compensation scheme to retain their employees (3) Still having a good...
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...Erica Woods HIS 2101 S. Smith, Instructor November 3, 2014 The Conspirator: One bullet killed the President, but not one man. The Conspirator was directed by Robert Redford. It was released in the United States on November 3, 2010. The Conspirator is the true story of the only female charged as a conspirator in the assassination of President Abraham Lincoln, Mary Surratt. Seven men and one woman are arrested and charged with conspiring to kill the President, the Vice-President, and the Secretary of State. Mary Surratt owned a boarding house where John Wilkes Booth and others met and planned the attacks. Frederick Aiken defended Surratt before a military tribunal. As the trial unfolds, Aiken realized his client may be innocent and that she is being used as bait and prisoner in order to capture her son, the only conspirator that had escaped a manhunt. He later turned himself in after his mom was executed. The Conspirator had a few scenes that were not accurate. Overall, this movie is historically accurate because after John Wilkes Booth shot Lincoln, he was taken to a house across the street from the theater to be cared for, four of the captured conspirators were executed by hanging, and the trial by military tribunal was deemed unconstitutional. On the late evening of April 14, 1865, John Wilkes Booth snuck into the viewing box where President Abraham Lincoln and others watched a play at Ford’s Theater. Booth shot Lincoln in the back of the head at a close range. The...
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...Handspring’s proposal 7 Accept Handspring’s Proposal 8 Recommend a New Proposal to Handspring 8 IV. Recommended Course of Action 9 Managing the Visor project 10 Executive Summary Product development firms like IDEO have invested time and effort in constructing methodologies and processes that make them succeed in every territory they venture in. IDEO is one of the largest and most successful product development firms that has contributed to many of the products that we take today for granted. Some of IDEO’s inventions include the first Apple mouth, Oral B Squish grip, Nike sunglasses, 25 feet mechanical whale and even medical equipment. IDEO has worked with a company called 3Com for years to develop the breakthrough Palm V handheld device. IDEO is a company that emphasizes design as well as engineering and is now met with an offer from a new company called Handspring to develop the next handheld computer which would directly compete with the Palm V. Handspring is a company created by two of 3Coms successful employees, and whose objective is to duplicate the success of the Palm V by selling a fully compatible but less expensive handheld device, which can also add more functionalities. This later came to be called the ‘Visor’. The problem however, is that IDEO is given half of the time already taken to develop the Palm V. Finishing on time is not of concern to IDEO’s management, because they are confident that they can. However, the challenge is that this tight schedule...
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