IDEO is a global design company that uses human-centered design to help clients such as Oral-B, Nemours Children's Hospital, and Coca-Cola create positive impact. IDEO observes how people naturally behave to understand user needs better and drive innovation. For Oral-B, observing how kids hold toothbrushes led to a new ergonomic design. For Nemours Hospital, patient and family interviews inspired a kid-friendly environment. For Coca-Cola, employee research informed redesigning the headquarters to promote collaboration.

1. VARDA SHAIKH
18S-MBA-BS19

2. IDEO is a
global design
company that
creates
positive
impact
through
design.
IDEO Cambridge

3. 9 – LOCATIONS
Cambridge
Chicago
London
San Francisco
Shanghai
Tokyo
Palo Alto
Munich
New York

4. EMPLOYEES
700+

5. Milestones
1978
1980
Early
1980s
1991
David Kelley established
his design firm called
(DKD).
DKD developed First
Notebook-Style Computer
DKD developed First
usable mouse for their
new computer, the Lisa.
David Kelley, Bill
Moggridge, & Mike
Nuttall merged their
companies to make
IDEO.
David Kelley Design (DKD)
Apple
GRiD System
IDEO

6.  BRAND
 B2B
 VENTURING
 DIGITAL
 EDUCATION
 ENERGY
 ENVIRONMENT
 EXPERIENCE DESIGN
 FINANCIAL SERVICES
 FOOD & BEVERAGE
 GOVERNMENT
DESIGN CAPABILITIES
23+
 HEALTH & WELLNESS
 MEDIA
 PRODUCTS
 MOBILITY
 NON-PROFIT
 ORGANIZATION DESIGN
 MEDICAL PRODUCTS & SERVICES
 RETAIL & HOSPITALITY
 TOYS & GAMES
 TECHNOLOGY
 SERVICE DESIGN
 CONSUMER GOODS & SERVICES

7. KEY APPROACH
Human
Centered
Design

8. • In 1996, Oral-B asked IDEO to design a new toothbrush for kids. And the first thing the IDEO team said
was that
they needed to watch kids brush their teeth.
• Everyone already knows how people brush their teeth, Is That Really Necessary? But , that’s
exactly what they did. They needed to see how kids actually brush their teeth, and they didn’t want to
make any assumptions (human centered design approach).
• During their observations, they noticed that the way kids hold their toothbrushes is totally different than
adults. Adults use their fingers to handle the toothbrush with very fine movements. But kids just grab the
toothbrush in their fist. Also adult’s toothbrushes were very hard to hold for them.
• That one simple observation led to a new style of toothbrush: the squish gripper. If one go to any
supermarket today, can notice kids’ toothbrushes have fat & squishy handles.
• “That’s the power of observing the behavior of the users and integrating it into design process”.
Client: Oral-B

9. When Nemours wanted to strengthen its brand, it faced two challenges:
• Empowered patients-has more access to information than ever before.
• New players—alternative care clinics and urgent-care centers already in the market.
Then Nemours approached IDEO for help in creating an innovative & patient-centric experience for a new hospital in
Orlando.
• IDEO got inspiration that relates kid-friendly environment like from museums, schools, toy stores and zoos.
• IDEO Designers also conducted interviews with patients, parents, families, doctors, nurses, support staff, and outside
physicians (human centered design approach).
The hospital has won two awards.
 International Interior Design Association Best of the Best Gala (Georgia Chapter).
 Healthcare Design and Best Overall, 2013.
Client: NEMOURS CHILDREN’S
HOSPITAL

10. Children can control the color
of the lights in their hospital
rooms.
• Family Lounges: Private dining rooms have
kitchens, so families can cook and eat together.
• Smart Rooms: welcome the patient upon entry.
• Kid-friendly environment, appeals both the
patients & the families.

11. • Coca Cola decided to refresh their main headquarter in Atlanta with one question in mind:
how to create a better, more pleasant and more effective work environment for more than 5000
workers?
• Coca cola realized that something more than just office space would be needed. It had to invest in spaces that promotes
creativity, productivity, and engagement of employees. It was necessary to break the daily office routine and to enable
them to be more open with colleagues from other departments.
• In 2010, Coca Cola Teamed up with IDEO to redesign the workplace.
• IDEO researched into the opinions of employees, managers, customers and guests on the headquarter building (human
centered design approach).
• Ultimately the redesign changed the way the company worked. This successful experience encouraged Coca Cola to scale
up similar changes to other office locations around the world.
Client: Coca-Cola

12. The old office layout, based on
individual rooms that turned out
to be the biggest obstacle in
communication.
There was typical arrangement
of a corporate office with
separate boxes.

13. Now, after all these changes, the
employees are proud of their
workplace and even invite their
friends for a visit.
• A new open, friendly and flexible campus was
designed.
• New cafeterias were also created, so were
smaller teamwork hubs and an outdoor
courtyard.

14. THANK
YOU