by Tim Brown
Change by Design reflects as much as anything my journey from designer to design thinker. Without the counsel of certain people I would never have made that journey. They include my parents, who gave me the confidence to head off to art school when all my friends were choosing far more promising careers; Bill Moggridge, who took the significant risk of hiring me; David Kelley, who was willing to entrust his company to my leadership; David Strong, who has the patience to run a business alongside a designer who can barely count (never mind use a spreadsheet); and Jim Hackett, whose leadership advice has provided a constant safety net to me and my colleagues.
Finally, and most important, comes the pleasure of thanking my family—Gaynor, Caitlin, and Sophie. Their willingness to tolerate my frequent absences from home and the many weekends spent hunched over my laptop constitute just a small part of the debt of gratitude I owe them.
TIM BROWN
Palo Alto, California, May 2009
IDEO PROJECT CASE STUDIES
In the course of Change by Design I have mentioned many projects and examples. Some of those are from the broad world of business, innovation, and design, and I have attributed those in the main body of the text. There are many more that come from the direct experiences of my colleagues at IDEO. To keep the stories brief and to the point I have chosen to attribute those projects here. The following list acknowledges the IDEO core team members who participated in the projects and who have been responsible for all the insights and accomplishments I have relied on to support my argument. I thank them.
Chapter 1
Coasting bikes for Shimano: David Webster, Dana Cho, Jim Feuhrer, Gerry Harris, Stephen Kim, Bruce MacGregor, Patrice Martin, Nacho Mendez, Anthony Piazza, Aaron Sklar
Aquaduct for Innovate or Die: David Janssens, John Lai, Adam Mack, Brian Mason, Eleanor Morgan, Paul Silberschatz
Mr. Clean MagicReach for Procter & Gamble: Chris Kurjan, Jerome Goh, Hans-Christoph Haenlein, Gerry Harris, Aaron Hen-ningsgaard, Adrian James, Carla Pienkanagura, Anna Persson, Nina Serpiello, Jim Yurchenco
Initiative Success Center: the Gym for Procter & Gamble: Kristian Simsarian, Matt Beebe, Peter Coughlan, Fred Dust, Suzanne Gibbs Howard, Jerome Goh, Ilya Prokopoff
Stanford Center for Innovations in Learning: Dana Cho, Fred Dust, Cheri Fraser, Joanne Oliver, Todd Schulte
Chapter 2
Get in Shape for Centers for Disease Control and Prevention: Jacinta Bouwkamp, Hilary Hoeber, Holly Kretschmar, Molly Van Campen, Chris Waugh
Kitchen gadgets for Zyliss: Annetta Papadopoulis, Michael Chung, Hans-Christoph Haenlein, Dana Nicholson, Thomas Overthun, Nina Serpiello, Philip Stob, David Webster, Opher Yom-Tov, Jim Yurchenco, Robert Zuchowski
Ways and Means for Community Builders: Leslie Witt, Mary Foyder, Tatyana Mamut, Altay Sendil
Gates-IDE HCD tool kit for the Bill and Melinda Gates Foundation: Tatyana Mamut, Jessica Hastings, Sandy Speicher
Transforming care at the bedside for Institute for Healthcare Improvement and Robert Wood Johnson Foundation: Peter Coughlan, Ilya Prokopoff, Jane Fulton Suri
DePaul Health Center for SSM Health Care: Peter Coughlan, Jerome Goh, Fred Dust, Kristian Simsarian
Bank customer service strategy for Juniper Financial: Fran Samalionis, Gretchen Addi, Alex Grishaver, Aaron Lipner, Brian Rink, Rebecca Trump, Laura Weiss, Bill Wurz
Palm V for Palm: Dennis Boyle, Joost Godee, Elisha Tal
Chapter 4
Diego Powered Dissector System for Gyrus ENT: Andrew Burroughs, Jacob Brauer, Scott Brenneman, Ben Chow, Niels Clausen-Stuck, Deuce Cruse, Thomas Enders, Dickon Isaacs, Tassos Karahalios, Ben Rush, Amy Schwartz
Mouse for Apple: Douglas Dayton, David Kelley, Rickson Sun, Jim Yurchenco
Communications badge for Vocera: John Bauer, Scott Brenneman, Bruce MacGregor, Thomas Overthun, Adam Prost, Tony Rossetti, Craig Syverson, Steve Takayama, Jeff Weintraub
Acela for Amtrak: Dave Privitera, Ilya Prokopoff, Axel Unger, Bill Stewart
TownePlace Suites for Marriott: Bryan Walker, Soren DeOrlow, Patrice Martin, Aaron Sevier
Future Vision for HBO: Alex Grishaver, Owen Rogers, Dan Bomze
Chapter 5
Improved patient-provider service for Mayo Clinic: Dana Cho, Fred Dust, Ilya Prokopoff
Keep the Change account service for Bank of America: Monica Bueno, Fred Dust, Roshi Givechi, Christian Schmidt, Dave Vondle
Scenography for Ritz-Carlton: Dana Cho, Roshi Givechi, Amy Leventhal
Chapter 6
Compass laptop computer for GRiD Systems: Bill Moggridge
Brand Experience for Snap-on: Paul Bennett, Martin Bone, Owen Rogers
Mobility platform videos for Intel: Martin Bone, Michael Chung, Gregory Germe, Arvind Gupta, Danny Stillion, Andre Yousefi
Strategic vision for California College of the Arts: Erik Moga, Brianna Cutts, Jeffrey Nebolini
Blood donor experience for American Red Cross: Patrice Martin, Monica Bueno, Kingshuk Das, Sara Frisk, Jerome Goh, Diem Ho, Lee Moreau, John Rehm, Beau Trincia
Chapter 7
ExV for Nokia: Davide Agnelli, Katja Battarbee, Jeff Cunningham, Chris Nyffeler, Kristian Simsarian, Robert Suarez, John Tucker
RoomWizard for Steelcase: Mat Hunter, Ingrid Baron, Tim Billing, Scott Brenneman, Tim Brown, Phil Davies, Lynda Deakin, Alison Foley, Dick Grant, Patrick Hall, Simon Leach, Dave Littleton, Suzie Stone, Jim Yurchenco
Nurse knowledge exchange for Kaiser Permanente: Denise Ho, Ilya Prokopoff
Chapter 8
Checkpoint evolution for Transport Security Administration: Gretchen Wustrack, Jonah Houston, Holly Bybee, David Janssens, Gerry Harris, Caroline Stanculescu, Jon Kaplan, Aaron Shinn, Roshi Givechi, Ashlea Powell, Yuh-Jen Hsiao, Dirk Ahlgrim, Anke Pierik, Carl Anderson, Santiago Prieto, David Haygood, Ted Barber, Judy Lee, Stephen Kim, Annie Valdes, Davide Agnelli, Michelle Ha, Nina Wang, Lionel Mohri, Kelly Grant-Rauh, Tiffany Card
Squish Grip toothbrush for Oral-B: Thomas Overthun
Identity and packaging for Pangea Organics: Ian Groulx, Mary Foyder, Amy Leventhal, Kyle McDonald, Christopher Riggs, Philip Stob, Robert Zuchowski
Shift focus for the U.S. Department of Energy: Hans-Christoph Haenlein, Emily Bailard, Heather Emerson, Jay Hasbrouck, Adam Reineck, Jeremy Sutherland, Gabriel Trionfi
Chapter 9
Global Remote Transaction Device for Hewlett-Packard: Alexander Grunsteidl, Aaron Sklar, Paul Bradley, Peter Bronk, Mark Harrison, Jane Fulton Suri
Ripple Effect for Acumen Fund and Bill and Melinda Gates Foundation: Sally Madsen, Ame Elliott, Holly Kretschmar, Rob Lister, Maria Redin, Aaron Sklar, Caroline Stanculescu, Jocelyn Wyatt
Strategy for improved early childhood education: Hilary Carey, Suzanne Gibbs-Howard, Michelle Lee, Aaron Shin, Sandy Speicher, Caroline Stanculescu, Neil Stevenson
Investigative learning for Ormondale Elementary School: Hilary Carey, Colleen Cotter, Sandy Speicher
SEARCHABLE TERMS
Note: Entries in this index, carried over verbatim from the print edition of this title, are unlikely to correspond to the pagination of any given e-book reader. However, entries in this index, and other terms, may be easily located by using the search feature of your e-book reader.
ABC, 50
Acela project, 94–95
Acer, 170–71
Acumen Fund, 213–14, 215
advertising, 58, 117, 126, 130–31, 138, 141–44, 147–48, 159, 160–61
Aeron, 102
Africa, 45, 47, 57, 203, 204–5, 212, 214, 216
Aichi, Japan, 131
Alcatraz, 237
Aloft, 99
Amazon, 182
American Red Cross, 107, 146–47
American Tobacco Company, 61
Amtrak, 94–95
analytical process, 69, 70, 193, 222–23
Android, 191, 192
Animal, Vegetable, Miracle (Kingsolver), 116
Ansari X Prize, 144–45
anthropology, anthropologists, 43, 45, 46, 47,
58, 70, 119, 155, 167
Apple Inc., 49, 76–77, 90, 159, 163, 180, 192, 223
Garage Band software of, 115
Macintosh of, 133–34
Aquaduct, 22
Aravind Eye Hospital, 207–10, 212–13, 215
architects, architecture, 26, 47, 126, 127, 168, 209, 216, 228
Architecture for Humanity, 216
Armstrong, Neil, 72
Art Center College of Design, 222
Arup, 196
Ashoka Foundation, 208
Asia, 47, 131, 203, 214, 216
AT&T Wireless, 101, 141, 181
Atkinson, Bill, 133
Atlanta, Ga., 119, 168
Aurolab, 208–10
Austin, Tex., 74, 116
Balakrishnan, P., 208
Baltimore, Md., 119
Baltimore Washington International Airport, 187
Bangalore, India, 2
Bank of America (BofA), 119–21, 142
Barbie, 44
Battle of Britain, 157
Bay Area, 102, 104, 133, 143, 223
BBC, 144
Beaverton, Oreg., 45
behavior:
changes in, 118–20
processes of, 41, 43–44, 53, 67
behavioral science, 5–6, 13, 45–48
Bell Labs, 20, 158, 181
Benyus, Janine, 198
Berkeley, Calif., 48, 160, 219
Best Buy, 188, 191
Beveridge, William, 221
Bezaitis, Maria, 45, 46
bicycles, 1, 13–15, 22, 46
Big Industry, 114
Big Media, 114
“Big Three,” 162
Bill and Melinda Gates Foundation, 35
biochemistry, 80
biology, 3, 139
biomimicry, 73, 198
biotechnology, 3
Birmingham, England, 2
BlackBerry, 178
“Black Swan,” 165, 241
Blake, William, 183
Blu-ray, 183–84
BMW, 124, 138, 142
Boston, Mass., 94, 104, 200
Boulder, Colo., 197
Boyer, Herbert, 80
Boyle, Dennis, 55, 240
brainstorming, 22, 77–79, 82, 85, 156, 224
Branson, Richard, 182
Brazil, 203
Brennan, Michael, 117
briefs, project, 22–25, 70, 167–68, 198, 217–18
“Britain Can Make It,” 157
British Council for Industrial Design, 220–21
Brunel, Isambard Kingdom, 1–2, 5, 242
Burtynsky, Edward, 196
business etiquette, 131
business strategy, 72, 102, 156–57, 167, 197, 207
“butterfly test,” 83
Cadbury Smash, 141
California College of the Arts, 160, 224
Cambodia, 230
Cambridge, 158
Canada, 194, 196
Cancer and Hematology Centers of Western Michigan, 168
carbon emissions, 129–30, 196
Carson, Rachel, 195
Case Study House No. 8, 71
cell phones, 46, 56, 98–99, 100, 155, 181, 191, 215
Centers for Disease Control and Prevention, 42, 219
Central America, 210
chemistry, 3
Chez Panisse, 219
Chicago, Ill., 107–8
China, 72, 131, 180, 196
Chipchase, Jan, 46
Christensen, Clayton, 136
Christie’s, 165
Chuck House, 71
Cincinnati, 34, 35
Cingular, 101
Cisco Systems, 31
Citibank, 181
Clay Street Project, 34
coasting, 14–15, 119
cognitive experiments, 54
cognitive processes, 53
Cohen, Stanley, 80
collaboration, 161, 215, 232–33, 239, 242
boys vs. girls and, 79
of business units, 175
of communities, 221
of companies, 13, 15, 60, 72, 214
between creator and consumer, 58, 60, 167
of disciplines, 27, 33, 224
electronic, 29, 190
of industry and academia, 72
remote, 30–31
of team members, 58, 170
commercials, 135, 147–48
communications revolution, 2–3
Community Builders, The, 47
companies:
collaboration of, 13, 15, 60, 72, 224
competition among, 23–24, 179
creative cultures of, 32
engineering-driven, 20
environmentally conscious, 197–98
incorporating design thinking into, 7, 24, 37, 45, 63, 87–88, 148, 165–66, 171–72
innovation and, 20, 73, 136–38, 171–72, 175, 179
manufacturing, 180, 184, 189, 192
media, 191
pharmaceutical, 135
reliance on technology of, 13, 158–59
service, 178–84
telecommunications, 180–81
competition, 20, 67, 158, 179–80, 181–82
ConAgra, 159
conference calls, 39
“Connect and Develop,” 172
Connecticut, 147
constraints, 4, 13–14, 17–25, 30, 92, 105, 158–59, 161, 197–98, 205, 211, 215, 230
environmental, 241
innovation as response to, 206, 208, 209, 211, 213
consumers:
behavioral processes of, 18–20, 41, 43–44, 53, 67
changing demands of, 30, 177–78
cognitive processes of, 53
collaboration between design thinkers and, 16, 57–61, 96
emotions of, 54–55
experiences of, see experiences latent needs of, 40, 52–53, 229
observation of, 13–14, 41, 43–48, 100, 155–56, 220
convergent thinking, 66–67, 69–71, 82, 193, 222–23
Cool Biz, 129–31, 143
coolhunting, 46
Cottam, Hillary, 221–22
Council of Industrial Design, 157
Crispin Porter + Bogusky, 142
Csikszentmihalyi, Mihaly, 94
Cunningham, Ward, 190
Czech Republic, 98
Dallas, Tex., 200
David and Goliath, 142
Dawkins, Richard, 139
Dayton, Douglas, 90
DeBakey, Michael, 72
de Bono, Edward, 80
“Deep Dive,” 168
deforestation, 196
Dell, 182
Deming, W. Edwards, 176
DePaul Health Center, SSM, 50, 52
design, designers: briefs for, 22–25, 70, 167–68, 198, 217–18
business-oriented, 161
challenges of, 22, 143–45, 184, 216, 219
design thinking vs., 4, 15, 18, 21, 41–42, 95, 106, 186, 192
drawing practice and, 80
evolution of, 59–61, 148
execution and, 125
experiences and, 115, 120, 124, 128, 132, 184
failures of, 111
“feature creep” and, 68
human-centered, 1–2, 47, 187
industrial, 3, 4–5, 23, 26, 50, 61, 88–89, 134, 155, 167, 194, 209, 223, 228, 236, 242
insight of, see insight
interaction of, 134, 160
interior, 168
managers as, 37
observation of consumers and, 155–56
paradigm of, 41
participatory, 224, 231
processes of, 64
product, 26, 90, 95, 168
as storytellers, 70
see also design thinking; project teams
Design and Sexual Health (DASH), 221
Design Council, 221
Design for the Real World (Papanek), 204
designing with time, 133, 136
design teams, see project teams
design thinking, 2, 15,
21, 56
academic thinking vs., 49
advertising and, 142
analytical process of, 69–71
as applied to business, 8–9, 160, 176, 190
as applied to complex systems, 178
behavioral science and, 45
“category creep” and, 69
challenges and, 22, 143–45, 203
client participation in, 63
“codesign” and, 50, 52
as collaboration with consumers and, 40, 57–61
constraints and, 13–14, 17–21, 198
convergent thinking in, 66–67, 69–71, 82, 193, 222–23
designing with time in, 133, 136
design vs., 4, 15, 18, 21, 41–42, 95, 106, 186, 192
divergent thinking in, 67–71, 82, 193, 229, 235
as embodied thinking, 35
emotional phases of, 64–66
empathy and, 49, 54, 188
employee training in, 121, 123
environments for, 30, 32, 34, 35–36
evolution of design and, 59–61, 228
experiences and, 115, 120, 124, 128, 132
experimental nature of, 36, 223
exploratory process of, 16, 35, 83
group thinking vs., 28
human-centered approach of, 4, 115, 146, 148, 159, 167, 177, 229–30
innovation and, 36–37, 118, 157, 159–65, 166, 188, 223