ד. השקפת העולם האידאולוגית העיצובית והתשתית התיאורטית

ד. השקפת העולם האידאולוגית העיצובית והתשתית התיאורטית

IDEO has created its own school of thought and ideology, that developed along with the company. Perhaps the main characteristic of IDEO's approach is the preoccupation with making things work, and much less with the style. David Kelley says: "It's all about authenticity, about solutions, not style." "IDEO's passion is about making stuff work, not being artists," says design guru Tucker Viemeister. "Their corporate customers really buy into it." This ideology results in a complex approach to design, being unique to any given problem, and enabling to solve it successfully. Perhaps this is the reason why IDEO is able to work on such a diversity of projects - from designing consumer products to improving consumer experiences in services, and why clients are so happy about the results. They come with the problem - and they get the solution. This approach, in turn, requires a very multi-disciplinary team of professionals, and IDEO does hire people with very diverse and interesting backgrounds and personalities to create a pool of ideas, knowledge, and expertise that can tackle any problem. Brainstorming session take place every day in IDEO, and are taken very seriously. In addition, IDEO involves it's clients as part of a working team, requiring them to participate in all the consumer research, analysis, and decisions that go into developing solutions. All the while IDEO makes the experience fun and educating, sharing the innovative process with its customers through projects and workshops, and uses unusual techniques to energize it's corporate clients - like "bodystorming," "quick and dirty prototyping," "unfocus groups," and "be your customer." IDEO's approach is very human-centered, and is focused on understanding the end consumer's experience. It's nontraditional ways have brought IDEO many loyal clients, and at the same time have turned off others, but it's ideology is definitely gaining influence. David Kelley has recently founded the Institute of Design at Stanford University (d.school). The d.school teaches design thinking and strategy to business, engineering, and design students, and it's methods and thinking are based on philosophy of IDEO.