From B-School to D-School

A. Dela CruzS10

1991

David Kelley Design

Matrix Product Design

Moggridge Associates

ID Two

About IDEO International design firm and innovation

consultancy

Designs products, services, environments, and digital experiences Also: Management consulting, organizational design, and

education

Palo Alto, California Also: San Francisco, Chicago, New York, Boston,

London, Munich, Shanghai, Singapore, Mumbai, Seoul, Tokyo

Pro

du

ct D

esi

gn Palm V PDA

Steelcase Leap chair

Polaroid I-Zone camera

Oral-B Gripper toothbrush

Zinio interactive magazine software

Crest no-squeeze stand-up toothpaste

Intercell needle-less vaccine

P&G Pringles

Se

rvic

es Shopping

Banking

Healthcare

Wireless communication

Social innovation

Man

ag

emen

t C

on

su

ltin

g Organizational design

Operations

Training and education

ClientsCorporationsP&G, PepsiCo, Microsoft, Eli Lilly, Ford, Steelcase, AT&T Wireless, Nestle, Vodaphone, Samsung, NASA, BBC, Anheuser-Busch, Gap, Prada, HBO, Kodak, Marriott, PNC, Intel, Lufthansa

Governments

NGOs

AccoladesMore than 1,000 patents since 1978, 346 design awards since 1991—more than any other firm

Expertise and CapabilitiesBrand

Engineering

Organizational Design

Business Design

Financial Services

Play

Digital Experiences

Food & Beverage

Public Sector

Education

Health & Wellness

Social Innovation

Energy

Medical Products

Toy Lab

Node Chair

Florida Hospital for Children MRI

Nemours Children’s Hospital

Airport Security for TSA

Home Designs for Wounded Warriors

Shopping Cart for ABC’s Nightline

IDEO Office Bike Rack

What is the secret to IDEO’s boundless

creativity?

Observation

Shadowing

Extreme User

Interviews

Unfocus groups

Brainstorming

Defer Judgment

Build on the Ideas of Others

Encourage Wild Ideas

Go for Quantity

Rapid Prototyping

Mock Up Everything

Go Fast

No Frills

Bodystorm

Refining

Focus Prototyping

Be Disciplined

Focus

Get Agreement

Implementation

Tap All Resources

The Workforce

THE DESIGN THINKING PROCESS

The Secret IDEO is an expert in a methodology

Not a magic pill, but a “magic” method Design thinking, not design The process that can be applied anywhere to produce

truly creative and human-centered results

Replaces reliance on inborn creativity with trust in a structured and tested process

Design Thinking

IDEO offers a teachable approach

Everyone has creativity; they just have to unlock it

Creative confidence = confidence that, when given a difficult problem, we have a methodology that enables us to come up with a solution that nobody has before.

Part of IDEO’s mission is to help people find their creative confidence again

The D-SchoolHasso Plattner Institute of DesignStanford University

Launched in 2005 with help from a $35M donation by SAP AG co-founder Hasso Plattner

ProgramsGraduate program

MS in Engineering – design degree

MFA – design degree

Undergraduate programProduct design major

Short coursesDesign Thinking Bootcamp

Pop-up classes

• Doesn’t award degrees

• Not tied to any individual department

d.schoolDesigned to ignite creativity and collaboration

2-4 times as many students want to take its courses than there are seats available

Now enrolls 700 students/year—up from 100 in its inaugural year

The Traditional Classroom

The D-School

The D-School

The D-School

The D-School

The D-School

B-S

chool vs. D-S

chool

Real World Projects

“Students take on real-world projects in our classes and labs, giving them practice and confidence in their innovation process.”

Many large and prestigious corporations have worked closely with the school to act as test cases or post job openings

The D-School & Entrepreneurship Innovation is the biggest source of competitive advantage

today yet many feel they don’t have the creativity it takes

IDEO and the D-School show that: The creativity you need is there; you just need to learn

how to evoke it Creativity is something you practice, not just a talent

you’re born with

You can rediscover that creativity through the design thinking process—a process highly akin to our activities in class The D-school does not create creativity; it helps people

rediscover it

Takeaway: You can have that creative confidence again, and the design thinking process can help you get started.

References http://en.wikipedia.org/wiki/IDEO

http://www.tenfacesofinnovation.com/ideo/

http://edition.cnn.com/2012/07/15/opinion/kelley-creativity/index.html

http://www.businessweek.com/stories/2004-05-16/the-power-of-design

http://www.fastcompany.com/1139331/ideos-david-kelley-design-thinking

http://www.businessweek.com/stories/2005-07-31/tomorrows-b-school-it-might-be-a-d-school

http://online.wsj.com/article/SB10001424052702303506404577446832178537716.html

http://www.ideo.com/images/uploads/news/pdfs/HBR_Reclaim_your_Creative_Confidence_R1212K.pdf

http://dschool.stanford.edu/