Design Thinking and Innovation at IDEO

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Case Details:

Case Code : MKTG252
Case Length : 15 Pages
Period : 2000-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : IDEO Inc
Industry : Consultancy - Design
Countries : US

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"Design thinking is an approach that uses the designer's sensibility and methods for problem solving to meet people's needs in a technologically feasible and commercially viable way. In other words, design thinking is human-centered innovation."1

- Tim Brown, CEO, IDEO, in February 2010.

"I haven't seen anything like them before. They're creative and strategic, eclectic, and passionate. They're cool but without attitude."2

- Tom Wyatt, President, Intimate Apparel Group3, in May 2004.


In October 2009, IDEO Inc (IDEO), a California-based design consultancy company, announced that it had won four SparkAwards4 for its designs. The awards IDEO won were for its innovative design solutions developed for a financial services firm, a healthcare firm, a social awareness program, and its own intranet application.

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1], Accessed on February 21, 2010.
2] "The Power of Design,", May 17, 2004.
3] The Intimate Apparel Group is a subsidiary of the Warnaco Group. The Warnaco Group was founded in 1874 and was one of the leading apparel brands in the world as of 2009. Warnaco sold its products under several brands including Calvin Klein, Speedo, Chaps, Warner's, and Olga.
4] Spark is a community of designers and creative people. It is driven by the principle that design can make significant, positive changes in the world. The Spark Awards competition was created in 2001 to promote designs and the work of designers and encourage people to explore their creativity. It is the world's first participatory design awards competition where designers from all the communities of the world, from design experts to amateurs, can participate.

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