Marketing Excellence IDEO

Case Study: IDEO

1. Why has IDEO been so successful? What is the most difficult challenge they face in conducting their research and designing their products?

According to the case study, IDEO is one of the most successful firm in the USA in the field of designing consultancy (Kotler & Keller, 2012, p.119). The firm is based on the principles of innovation and they highly value fresh ideas. There are two basic factors that is responsible for their success. First is design thinking and second is prototyping. IDEO keeps their customers first when they are designing. This design thinking strategy helps them fulfil the desires of their customers and fulfil their needs. IDEO’s strategy of behavior mapping of their customers help collecting useful data about how their customers feel when they use a specific product designed by them. The approach towards designing is more based on what the customers want and less on what IDEO want their customers to use. When the customers are involved in the designing process, there is less chance that they would not like the design. In fact the feeling of being involved in the process of designing is unique and it attracts more customers than their competitors do.

IDEO has a prototyping mechanism installed (Kotler & Keller, 2012, p.120). Prototyping is a handy tool to gain firsthand information about the user experience and remove any defects that user may suggest (Buchenau & Suri, 2000). IDEO customers get an opportunity to use a prototype of a product. They then provide feedback to IDEO about what are the good and bad features of the product. This helps IDEO remove any defects and make design adjustments.

IDEO focuses on their customer more than their internal processes. This could be graded as an effective tools but this does make the internal problem go under the carpet. IDEO need to focus on their own capacities as well instead of focusing on their customers only. IDEO have to go in depth to get product specific information from customers during their research. This is called “Deep Dive” (Kotler & Keller, 2012, p.119). Deep dive can be a hard process which would consume a lot of valuable time.

2. In the end, IDEO creates great solutions for other observational methods to conduct companies that then receive all the credit. Should IDEO try to create more brand awareness for itself? Why or why not?

We have to look deep in to the business model of IDEO. IDEO is the largest designing firm in the US because of their policy of meeting the expectations beyond their imagination. IDEO take pride in treating their customers in high value and keeps the needs of their customers before their personal needs. This helps their customers put a blind faith on them and adds to their satisfaction level. If IDEO starts to create more brand awareness for itself, it would negatively impact their relationship with their customers. This would hurt the trust their customers put in them. IDEO lets their customers shine and this is the main reason for their success. In my opinion, they should follow the same path and do not take all or more of the credit.