Ideo, an innovative design company - 60 Minutes Jan. 06, 2013

Summary

David Kelly, founder of the Silicon Valley design firm IDEO, is celebrated as an innovative thinker who has revolutionized everyday life with inventions like the first Apple computer mouse and the stand-up toothpaste tube. A pioneer in 'design thinking,' Kelly emphasizes empathy and collaboration, blending diverse backgrounds to foster creativity. His work with Steve Jobs and IDEO has led to thousands of breakthroughs, from tech to furniture design. Kelly's philosophy, deeply rooted in understanding human behavior, has shaped the future of product design and continues to inspire the next generation of design thinkers.

Takeaways

• 🌟 David Kelly is recognized as a highly innovative thinker and the founder of the global design firm IDEO, which has created numerous influential inventions.
• 🖱️ IDEO is known for breakthroughs like the first computer mouse for Apple, the standup toothpaste tube, and a better Pringle for Proctor and Gamble.
• 🤔 Design thinking is a core approach at IDEO, focusing on human behavior and allowing for collaborative innovation by building on others' ideas.
• 🔄 The company's culture at IDEO encourages diverse backgrounds and disciplines to work together, fostering creativity through collaboration and empathy for the consumer.
• 👶 Kelly's early life in Ohio instilled in him a hands-on approach to problem-solving, which has been a significant influence on his career.
• 🤝 David Kelly had a long-term friendship and professional relationship with Steve Jobs, which significantly influenced both his personal and professional life.
• 💡 IDEO's design process involves empathy for the consumer, observing human behavior to understand what people truly want and need.
• 🛠️ Kelly's first job at Boeing involved designing airplane lights and the 'no smoking' sign, highlighting his early involvement in impactful design.
• 🏫 The Hasso Plattner Institute of Design at Stanford, also known as the d.school, was co-founded by Kelly to teach design thinking as a tool for innovation across various disciplines.
• 💪 Kelly's battle with cancer and the support from Steve Jobs taught him the importance of family and fighting for survival, which he applies to his work and life.
• 🛠️ Kelly's love for tinkering and making things is evident in his personal life, as shown by his project with his daughter to build a 3D printer.

Q & A

Who is David Kelly and why is he significant?

David Kelly is the founder of the Silicon Valley global design firm IDEO, which is known for creating numerous breakthrough inventions, including the first Apple computer mouse, the stand-up toothpaste tube, and a better Pringle for Procter & Gamble. He is also a pioneer in design thinking, an approach that incorporates human behavior into design.

What is design thinking and how does it work?

Design thinking is an innovative approach that incorporates human behavior into design. It allows people to build on each other's ideas, fostering a culture of collaboration and diversity. The process involves brainstorming, encouraging wild ideas, visualizing solutions through prototypes, and emphasizing empathy for the consumer by observing their behavior to understand their needs.

How did David Kelly's company IDEO contribute to Apple's product designs?

IDEO helped design numerous products for Apple, including the Apple III, Lisa, and the very first Apple Mouse. They worked closely with Steve Jobs, who was deeply involved in the details of product design.

What role did empathy play in IDEO's design process?

Empathy is a core tenet of IDEO's design process. By observing people using products, they can identify pain points and areas for improvement. This approach helps designers understand what users truly want and need, leading to more user-friendly and effective products.

Can you provide examples of successful products designed by IDEO using design thinking?

Some successful products designed by IDEO using design thinking include a heart defibrillator that provides verbal and visual instructions during emergencies, Zyliss kitchen tools that are easier to use, and TiVo's thumbs up/thumbs down button which helps personalize TV recommendations.

What is the Hasso Plattner Institute of Design at Stanford, and how is it related to David Kelly?

The Hasso Plattner Institute of Design at Stanford, also known as the d.school, is a program dedicated to teaching design thinking as a tool for innovation. It was founded by David Kelly and is recognized as a groundbreaking program where students from various disciplines learn to solve problems collaboratively and creatively.

What influence did Steve Jobs have on David Kelly and IDEO?

Steve Jobs was a close friend and collaborator of David Kelly. He influenced IDEO by being a demanding yet inspiring client who pushed the company to do their best work. Jobs also introduced Kelly to his wife and provided personal support during Kelly's battle with cancer.

How did David Kelly's background influence his career in design?

David Kelly's background as a tinkerer and problem solver, nurtured during his childhood in Barberton, Ohio, influenced his career in design. He learned the value of building and fixing things with his hands, which became an integral part of his design philosophy.

What challenges did IDEO face in developing the first Apple Mouse?

IDEO faced several challenges in developing the first Apple Mouse, including making it intuitive for users and addressing Steve Jobs' concern about the sound of the ball on the table. They solved these problems through iterative prototyping and innovations like rubber-coating the ball.

How did Steve Jobs' advice impact David Kelly's approach to his cancer diagnosis?

Steve Jobs advised David Kelly to go straight to Western medicine for his throat cancer treatment, emphasizing not to mess around with alternative therapies. This advice, based on Jobs' own experiences, influenced Kelly to focus on effective medical treatment and fight for his survival.