I asked Ilya Prokopoff from IDEO for some insights into what makes their approach to prototyping unique. I think there is some really lovely observations here.
He explained, “IDEO goes less deeply into the up-front investigation, but much more deeply into the prototyping and testing, which I think is a very important part of the up-front part of the investigation process. Through prototyping you’re giving someone an experience out in the world to pay attention to. You learn an amazing amount about whether or not that will fit into their lives, or what it does to the world, or what it implies about the organisation that needs to deliver that thing.”
In addition to prototyping IDEO generated insights through reframing and recontextualising their research. Prokopoff shed some light on this “we do a lot of stuff to understand competitors’ landscapes and we do a lot to sort of explore, if for instance we’re looking to take some experience and transform it so that it’s much more ‘impactful’ for customers or whomever you’re serving. We look obviously at those experiences, but then what we call analogous experiences, which are things that share attributes that other industries or other places in the world have addressed in one form or another. So it’s kind of like if you’re designing an emergency room, look at NASCAR pit crew in order to see what they’re doing and the kind of issues that they face and the solutions they generated. One of the things that all of this leads up to is a kind of articulation of opportunity that usually resolves into what we call a human-centred design framework, which is kind of a visual capture of where the innovation opportunities exist for a kind of problem. Sometimes it also resolves into things like design principles, which are also a kind of instigatory descriptive statements for how you could address the future of any given problem and they’re also usually the source for starting ideation.”
— Excerpt from my research into the value of design thinking
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