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Change by Design

Page 21

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

 

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