The only design that does not need to be redone is nature. The things mankind designs can always be improved. Design is not invention, so design is fixing what has already been invented. Leave the inventing to the nerds. However, sometimes we get so use to things, we do not think to improve them. IDEO likes to improve things, from a toothbrush to a shopping cart.They have designers working there, along with psychologist. I found that a good idea because, of course, you need to know a lot about the human mind and human activity to design for the human species. Also, they work as one. There really is no "boss" because they don't want someone taking over. To get to know the people they are designing for, they go out into the field to do research. For the shopping cart, they went to a grocery store.
The rules of IDEO are: 1) think in verbs, 2) do not interrupt anyone, 3) focus, 4) encourage wild guys, 5) quantity, 6) be visual, 7) NO judgment, 8) build on ideas.
Being playful is a huge part of being innovative. Fresh ideas come easier when the mind is relaxed and having fun. It is totally okay to be weird! Say your ideas no matter how weird and out there they are. You can build off them. Failing is part of the process.
The 5 steps for brainstorming are: 1) understand the market, 2) observe, 3) visualize, 4) evaluate, 5) implement new concept.
To make good ideas it takes a lot of time, teamwork, being weird, and disagreement.
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