ideo
was formed in 1991 as a merger between David Kelley Design,which created Apple Computer’s fi rst mouse in 1982, and ID Two,
which designed the fi rst laptop computer, also in 1982. Initially,
ideofocused on traditional design work for business, designing products
like the Palm V personal digital assistant, Oral-B toothbrushes, and
Steelcase chairs. These are the types of objects that are displayed in
lifestyle magazines or on pedestals in modern art museums.
By 2001,
ideo was increasingly being asked to tackle problemsthat seemed far afi eld from traditional design. A health care foundation
asked us to help restructure its organization, a century-old
manufacturing company wanted to better understand its clients, and
a university hoped to create alternative learning environments to
traditional classrooms. This type of work took IDEO from designing
consumer products to designing consumer experiences.
To distinguish this new type of design work, we began referring
to it as “design with a small d.” But this phrase never seemed fully
satisfactory. David Kelley, also the founder of Stanford University’s
Hasso Plattner Institute of Design (aka the “d.school”), remarked
that every time someone asked him about design, he found himself
inserting the word “thinking” to explain what it was that designers
do. Eventually, the term
design thinking stuck.7As an approach, design thinking taps into capacities we all have
but that are overlooked by more conventional problem-solving practices.
Not only does it focus on creating products and services that are
human centered, but the process itself is also deeply human. Design
thinking relies on our ability to be intuitive, to recognize patterns,
to construct ideas that have emotional meaning as well as being
functional, and to express ourselves in media other than words or
symbols. Nobody wants to run an organization on feeling, intuition,
and inspiration, but an over-reliance on the rational and the analytical
can be just as risky. Design thinking, the integrated approach at
the core of the design process, provides a third way.
The design thinking process is best thought of as a system of
overlapping spaces rather than a sequence of orderly steps. There
are three spaces to keep in mind:
inspiration, ideation, and implementation.Think of
inspiration as the problem or opportunity thatmotivates the search for solutions;
ideation as the process of generating,developing, and testing ideas; and
implementation as the paththat leads from the project stage into people’s lives
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