IDEO appears in the market as the best design company in the world. After analysing its methods and triumphs I can perfectly state that launching the Visor by IDEO will be a huge success. However, asking for some time extension seems to be a more reasonable hypothesis.
Boyles problem has several problems inside. Firstly, this deadline will kill the early phases of IDEOs method. IDEOs staff takes too seriously all the steps to create a new and innovative product and, as the case states, they work in a familiar way to inspire each other. Being aware of this, having a secret work between this company and shorter the experimentation can make their main goal much more difficult and it goes against the company vision. Their competitive advantage comes from their five phases method and their ability to cooperate as a big family.
Nevertheless David Kelley makes IDEO since its very begging, who is described and an innovator and “complicated” person. It will be possible that he finds this challenge more thrilling with an aggressive deadline. Either way, I really believe that having more time, not doubling the time would help them to be successful and launching in the market something completely different and matching all the characteristics that Palm wants. It cannot be forgotten that they have a lot of fails to be resolved, as the battery, for example.
To summarize, IDEO has all the determination and skills to come up with a killer product but analysing their “bad” ideas from the past – with the Palm V process – can bring a better product which satisfies the consumer needs. It is a reality that they have the first mover company in this market and they made this market but anyway, to fulfil a perfect product a little more time can be the secret.
IDEO – Management Design (Bocconi)
Problem of thus case: Accepting or not the handspring job.
Doing a similar job in eight months – which took two years to develop in the past.
Three hypotheses:
Accept: Reasons -> already know the market; easy-job, I mean not much innovation required ; opportunity to ret
Ask for more time -> Opportunity to reconsider priorities.
Refuse-> Incremental, low-cost would dilute the brand, ruin relationships with the previous client. Conflicts with their routines, may not be able to deliver. Tension within previous client within
Why accept it? Because of the personal relationship with Hawkins and because they really believed that they already knew the market.
9/3/2011
Video about the shopping cart:
Their design process – how does it work: four areas that we must analyze.
Leadership – democratization of ideas; “Self appointed adults” – coordinate the emerging judgments; Kewley – what does he do? Client Management and “sets the
Culture – lots of slogans
“enlisted trash and errors”
informality;
fun and playfulness;
encourage independent thinking;
“fail often to succeed sooner”;
“better ask for forgiveness”
Tolerance for mistakes
Process
Clients meeting- regularly because they want to be sure that they are working
Field Observation (20% of the time) – in order to have a direct observation about how people out there feel about the objects. Sometimes they even try themselves – Palm V for example they distributed models throughout the organization.
Brainstorming