DT Philosophy – Rapid Prototyping

• Rapid Prototyping: A systematic approach to design emphasizing the quick and iterative creation
of prototypes to explore, test, and refine design concepts. It allows for early identification of
flaws and efficient improvements in the design process.
• Scenarios from the IDEO Case:
1. AT&T Wireless mMode Redesign: IDEO applied rapid prototyping by sending managers on a
scavenger hunt to understand the customer perspective. This led to the quick development of a
user-friendly platform within 17 weeks.
2. Healthcare Practice: IDEO rapidly addressed patient and healthcare provider needs, such as
implementing monitors in emergency rooms to inform patients about treatment timelines.
3. Warnaco's Retail Experience Redesign: IDEO conducted "shop-a-longs" with women to identify
shopping frustrations and swiftly redesigned the department store experience with larger fitting
rooms and friendly spaces within 18 weeks.
• In each case, IDEO's rapid prototyping approach ensured efficient problem-solving and user-
centered design solutions.
DT Philosophy – Refining
• Refining is the iterative process of improving and fine-tuning design concepts, solutions, or products based on user
feedback, testing, and further analysis. It involves enhancing details and addressing shortcomings to achieve a more
polished and effective design.
• Scenarios from the IDEO Case:
• AT&T Wireless mMode Redesign: IDEO employed the refining philosophy to create a user-friendly platform. After
observing and testing the initial design, they refined it by simplifying navigation, minimizing clicks, and enhancing
user experience, resulting in an efficient and polished product.

• Healthcare Practice: In healthcare, IDEO's approach involved ongoing refinement based on patient and provider
feedback. For example, they introduced monitors in emergency rooms to refine patient experiences, making them
less anxious by providing real-time updates on their treatment progress.

• Warnaco's Retail Experience Redesign: IDEO continuously refined the shopping experience for Warnaco within an 18-
week timeframe. They created a new retail space with larger fitting rooms and private sitting areas based on user
feedback, making the experience more inviting and customer-centric.

• In these scenarios, IDEO's philosophy of refining allowed them to make ongoing improvements, resulting in more
user-centered and effective design solutions.
DT Philosophy – Implementation
• The process of transforming design concepts into tangible, real-world products or services.

• Scenarios:

• AT&T Wireless mMode Redesign: IDEO's practical implementation turned design concepts into a user-friendly wireless
service platform. They restructured the user interface, making it more intuitive and efficient for users, resulting in a
functional and user-centric product.

• Healthcare Practice: IDEO's implementation approach aimed to bring design insights to life in healthcare settings. For
example, they introduced the concept of monitors in emergency rooms to keep patients informed about their
treatment progress. These monitors were physically implemented in ERs, ensuring that the design concepts were
realized in the form of practical solutions.

• Warnaco's Retail Redesign: In the case of Warnaco, IDEO's implementation efforts led to the creation of new retail
spaces within department stores. These spaces featured larger fitting rooms, sitting areas for customers to engage
privately, and the addition of concierge services. These tangible changes were made to enhance the overall shopping
experience, turning design concepts into a functional and enjoyable reality.