י. ביקורת וניתוח כולל של התופעה העיצובית
In his recent interview on Icelandic TV, Paul Bennett summarized very precisely the direction that design firms like IDEO are taking. He says: "Going from being a designer just of things, to being the one that is about answering more complex problems and thinking about things in more systemic ways." This prevailing tendency manifests itself in a variety of ways. There are some aspects that find their way into the work of most design firms that follow this road, and then there are some that are discovered and developed only by few. IDEO's approach has many similarities to the work of other firms like Frog Design, Design Continuum, Ziba Design, Smart Design, Insight Product Development and others. At the same time there are important differences that set IDEO apart from its competition, and ahead of it, according to the 2005 Business Week magazine article "Top Design Firms Over Five Years."
One of the most important aspects of work of companies like IDEO is human-centered work. The comprehensive research for each project includes an in-depth study of consumer behavior, feelings, and thoughts. This is the basis and focus of all work. There is also a similarity of vocabulary that represents each company's work and methods. Words like "innovation", "multidisciplinary", "inspiration", "experience", "design mind", "design thinking" or "design process" are part of these companies' corporate language. Like IDEO, these firms employ multidisciplinary teams, and take on projects from product design to service and experience design. Most of them are also involved with educating their clients - from involving them in the design process to conducting workshops. According to Bruce Nissbaum, and his Business Week article "The Power of Design", IDEO really pioneered this way of working and thinking, and inspired others to follow: "Witnessing IDEO's success, management consulting firms are expanding their offerings to corporate clients to include a greater focus on consumers. And other design firms are piling into IDEO's space...Design Continuum, for example, observed consumer cleaning habits in research that helped P&G launch its $1 billion Swiffer mop business." Nissbaum also quotes Craig M. Vogel, director of graduate studies at Carnegie Mellon University's School of Design, who says: "IDEO has captured the imagination of the business world, but there are other firms doing similar work, translating user research into products and services."
When looking at the list of the top design firms between 2001 and 2005 in Business Week, IDEO is far ahead of any other firm in the number of IDEAs (International Design Excellence Awards) received. IDEO also seems to enjoy a much stronger relationship with it's clients than any other firm. Nissbaum continues in his article: "...IDEO is far ahead of the competition. There is even something of a cult following in the sometimes staid world of business. IDEO's clients don't just like the firm, they love it." Perhaps it is the way IDEO makes working fun - through hiring just the right types of people, with several degrees and diverse interests in life, or through creating unusual "funky" techniques, and involving the clients in invigorating brainstorming and prototyping sessions. It could be that this relaxed, fun, but hardworking atmosphere, which is unique to IDEO, and which makes it different from other firms, has it's roots in the initial attitudes and goals of David Kelley. In an interview at iinnovate.com, Kelley talks about his negative experience of working at Boeing, being part of the corporate culture, and his desire to work in a warm fun atmosphere with close friends, which led him to founding his own company.
One of the most important aspects of work of companies like IDEO is human-centered work. The comprehensive research for each project includes an in-depth study of consumer behavior, feelings, and thoughts. This is the basis and focus of all work. There is also a similarity of vocabulary that represents each company's work and methods. Words like "innovation", "multidisciplinary", "inspiration", "experience", "design mind", "design thinking" or "design process" are part of these companies' corporate language. Like IDEO, these firms employ multidisciplinary teams, and take on projects from product design to service and experience design. Most of them are also involved with educating their clients - from involving them in the design process to conducting workshops. According to Bruce Nissbaum, and his Business Week article "The Power of Design", IDEO really pioneered this way of working and thinking, and inspired others to follow: "Witnessing IDEO's success, management consulting firms are expanding their offerings to corporate clients to include a greater focus on consumers. And other design firms are piling into IDEO's space...Design Continuum, for example, observed consumer cleaning habits in research that helped P&G launch its $1 billion Swiffer mop business." Nissbaum also quotes Craig M. Vogel, director of graduate studies at Carnegie Mellon University's School of Design, who says: "IDEO has captured the imagination of the business world, but there are other firms doing similar work, translating user research into products and services."
When looking at the list of the top design firms between 2001 and 2005 in Business Week, IDEO is far ahead of any other firm in the number of IDEAs (International Design Excellence Awards) received. IDEO also seems to enjoy a much stronger relationship with it's clients than any other firm. Nissbaum continues in his article: "...IDEO is far ahead of the competition. There is even something of a cult following in the sometimes staid world of business. IDEO's clients don't just like the firm, they love it." Perhaps it is the way IDEO makes working fun - through hiring just the right types of people, with several degrees and diverse interests in life, or through creating unusual "funky" techniques, and involving the clients in invigorating brainstorming and prototyping sessions. It could be that this relaxed, fun, but hardworking atmosphere, which is unique to IDEO, and which makes it different from other firms, has it's roots in the initial attitudes and goals of David Kelley. In an interview at iinnovate.com, Kelley talks about his negative experience of working at Boeing, being part of the corporate culture, and his desire to work in a warm fun atmosphere with close friends, which led him to founding his own company.
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