ח. ההישגים המרכזיים, ואבני הדרך המשמעותיים
The central achievements of IDEO and it's main contributions to the design profession can be discussed in two parts, which are also outlined on IDEO's website. Firstly, it is the most significant projects the firm has completed, and secondly - the methods and new ways of thinking that IDEO has developed and implemented throughout the years. From designing Apple Mouse, to the Transformation practice, which enables clients to effect change in their organizations through design thinking and tools, IDEO has and is bringing significant changes to the world around us.
The projects that IDEO has worked on, vary from mostly product design during the earlier years of the firm's existence, to experience design later on. IDEO played a highly important role in defining design direction for the world of computers. The most significant projects in this area, and some of the first ones the founders of IDEO worked on are Apple Mouse, designed by David Kelley in 1981, the GRiD Compass, the first portable computer with the hinged display, designed in 1986, and the Microsoft "Dove Bar" mouse - the first ergonomically designed mouse, in the same year. The Microsoft Mouse was the first project that combined all three founding IDEO companies. The design of the mouse was influenced by the firm's human factors research, which suggested a significant change - moving the ball forward, under the fingertips, to enable better control. In 1989, ID Two designed the first pen-based computer - GRiD PalmPad. In the years that followed, after founding of IDEO in 1991, the firm has left it's mark in a wide range of industries - healthcare, automotive, telecommunications, electronics, furniture, toys and games, household goods, and many others. Among the most notable products in the beginning of 1990s are Crest Neat Squeeze - the first stand-up toothpaste tube, and Oral-B Squish Grip, the first soft-handled toothbrush - everyday household products that brought convenience through design inside the home. Throughout the following years, IDEO continued bringing attention to design of household objects with the Procter & Gamble Swiffer Carpet Flick and Mr Clean Magic Reach (a new way to clean bathrooms), in 2005. In the field of automotive industry, the GM/Hughes Electric Car charger won an award in 1995. In the same year IDEO made it's mark in healthcare with the design of HeartStream ForeRunner, the first portable external defibrillator, which won an award for research. Another notable project in the field of healthcare is the easy-to-use Lilly Humalog/Humulin pen, designed in 1999, which holds a month of inslulin injections. Later on, in 2004, IDEO won several awards for another important contribution to Healthcare - the LifePort Kidney Transporter for Organ Recovery Systems. in 1997 IDEO's work has veered into service design, with the work for British Airways. In 1999 IDEO brought the design of service experience to forefront with the design of interiors for Amtrak Acela revolutionary high-speed trains. In 2001, IDEO, working together with architects, designed the Prada store in New York City. The invisible technology inside the store allows the staff to influence the customer experience. This project really put customer service on a different level. Another success in service design was Keep the Change campaign for Bank of America, which made banking much more convenient and profitable, and thus drew millions of new customers. Other explorations of experience design by IDEO include environment design for the Stanford Center for Innovations in Learning, dedicated to promoting creativity in learning; and new service experience for the Amercan Red Cross in 2008, which helps blood donors connect emotionally with the organization. In 2007 IDEO teamed with the non-profit Acumen Fund to explore the possibilities of solving water issues in the developing world, which could prove to be critical to the quality of life in the future.
Apart from it's contributions through design projects, IDEO throughout the years kept developing and fine-tuning it's methodology, ideology, way of thinking and working. This process resulted in a scope of influential writings and practices. In 2001 IDEO publishes the overview of its work in "IDEO: Masters of Innovation." That same year Tom Kelley publishes "The Art of Innovation". In 2003 "Extra Spatial" comes out, an overview of work in spaces and environments, along with "Method Cards" - a compilation of techniques. in 2005 a book by Jane Fulton Sur of IDEO, "Thoughless Acts" illuminates the observation method of the firm through discussion of everyday acts that usually go unnoticed. "The Ten Faces of Innovation" by Tom Kelley, and "Designing Interactions" by Bill Moggridge come out thereafter, and the later books by IDEOers include "Everyday Engineering", "Informing Our Intuition", "From Small Ideas to Radical Service Innovations", and "Leadership and Innovations in a Networked World". Apart from writing, IDEO brings its insights to the outside world through a number of practices, most notable of which is, perhaps, the Transformation practice, which began in 2002. The practice was developed to assist companies and insistutions to apply design thinking to their own organization and culture, in order to get new and better results, and to create the desirable future, instead of just responding to it.
The projects that IDEO has worked on, vary from mostly product design during the earlier years of the firm's existence, to experience design later on. IDEO played a highly important role in defining design direction for the world of computers. The most significant projects in this area, and some of the first ones the founders of IDEO worked on are Apple Mouse, designed by David Kelley in 1981, the GRiD Compass, the first portable computer with the hinged display, designed in 1986, and the Microsoft "Dove Bar" mouse - the first ergonomically designed mouse, in the same year. The Microsoft Mouse was the first project that combined all three founding IDEO companies. The design of the mouse was influenced by the firm's human factors research, which suggested a significant change - moving the ball forward, under the fingertips, to enable better control. In 1989, ID Two designed the first pen-based computer - GRiD PalmPad. In the years that followed, after founding of IDEO in 1991, the firm has left it's mark in a wide range of industries - healthcare, automotive, telecommunications, electronics, furniture, toys and games, household goods, and many others. Among the most notable products in the beginning of 1990s are Crest Neat Squeeze - the first stand-up toothpaste tube, and Oral-B Squish Grip, the first soft-handled toothbrush - everyday household products that brought convenience through design inside the home. Throughout the following years, IDEO continued bringing attention to design of household objects with the Procter & Gamble Swiffer Carpet Flick and Mr Clean Magic Reach (a new way to clean bathrooms), in 2005. In the field of automotive industry, the GM/Hughes Electric Car charger won an award in 1995. In the same year IDEO made it's mark in healthcare with the design of HeartStream ForeRunner, the first portable external defibrillator, which won an award for research. Another notable project in the field of healthcare is the easy-to-use Lilly Humalog/Humulin pen, designed in 1999, which holds a month of inslulin injections. Later on, in 2004, IDEO won several awards for another important contribution to Healthcare - the LifePort Kidney Transporter for Organ Recovery Systems. in 1997 IDEO's work has veered into service design, with the work for British Airways. In 1999 IDEO brought the design of service experience to forefront with the design of interiors for Amtrak Acela revolutionary high-speed trains. In 2001, IDEO, working together with architects, designed the Prada store in New York City. The invisible technology inside the store allows the staff to influence the customer experience. This project really put customer service on a different level. Another success in service design was Keep the Change campaign for Bank of America, which made banking much more convenient and profitable, and thus drew millions of new customers. Other explorations of experience design by IDEO include environment design for the Stanford Center for Innovations in Learning, dedicated to promoting creativity in learning; and new service experience for the Amercan Red Cross in 2008, which helps blood donors connect emotionally with the organization. In 2007 IDEO teamed with the non-profit Acumen Fund to explore the possibilities of solving water issues in the developing world, which could prove to be critical to the quality of life in the future.
Apart from it's contributions through design projects, IDEO throughout the years kept developing and fine-tuning it's methodology, ideology, way of thinking and working. This process resulted in a scope of influential writings and practices. In 2001 IDEO publishes the overview of its work in "IDEO: Masters of Innovation." That same year Tom Kelley publishes "The Art of Innovation". In 2003 "Extra Spatial" comes out, an overview of work in spaces and environments, along with "Method Cards" - a compilation of techniques. in 2005 a book by Jane Fulton Sur of IDEO, "Thoughless Acts" illuminates the observation method of the firm through discussion of everyday acts that usually go unnoticed. "The Ten Faces of Innovation" by Tom Kelley, and "Designing Interactions" by Bill Moggridge come out thereafter, and the later books by IDEOers include "Everyday Engineering", "Informing Our Intuition", "From Small Ideas to Radical Service Innovations", and "Leadership and Innovations in a Networked World". Apart from writing, IDEO brings its insights to the outside world through a number of practices, most notable of which is, perhaps, the Transformation practice, which began in 2002. The practice was developed to assist companies and insistutions to apply design thinking to their own organization and culture, in order to get new and better results, and to create the desirable future, instead of just responding to it.
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