Design in the Real World

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Design in the Real World
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IDEO
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IDEOs Deep Dive Methodology

• UNDERSTAND the market, client, technology, and
  perceived constraints of the problem
• OBSERVE real people in real-life situations
• VISUALIZE new concepts and the customers who will
  use them
• EVALUATE and REFINE prototypes in a series of
  quick iterations
• IMPLEMENT the new concept for commercialization

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The Deep Dive Methodology

• UNDERSTAND
• the market
• client
• technology
• perceived constraints of the problem
• OBSERVE
• real people in real-life situations
• VISUALIZE
• new concepts
• the customers who will use them
• EVALUATE and REFINE
• prototypes in a series of quick iterations
• IMPLEMENT
• for commercialization

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The creativity checklist

• Bridges
• Merit-based
• Autonomy
• Familiar
• Messy
• Tinkerers

• Barriers
• Hierarchy-based
• Bureaucracy
• Anonymous
• Clean
• Experts

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How to create great products and services

• Make a great entrance
• Make metaphors
• Think briefcase
• Color inspires
• Backstage pass

• One click, not two
• Goof-proof
• First, do no harm
• Checklist
• Great extras

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Some rule breakers

• Others
• Target
• Sephora
• GE
• Ikea

Swatch
Shoebox Greetings
Amazon
Rubbermaid