Case Study: Ideo Product Development
Abstract
This report is based on a case presented by Harvard Business School, titled “IDEO Product Development.” The goal of this report is to examine whether an engineering design company, IDEO, should have requested more time to complete a design for a Personal Data Assistant (PDA) that was to be called the Handspring Visor. The key events take place between March 1996 and September 1999. IDEO is an unconventional Silicone Valley based company, and the hiring company was the then newly formed PDA manufacturer Handspring. IDEO was in the process of completing a related and competing PDA design, the “Palm V,” for 3Com’s Palm division, when they were approached by Handspring. Additionally, the founders of Handspring worked for 3Com and closely with IDEO in creating Palm’s “Palm V” design before they left 3Com to found Handspring. This report concludes that IDEO should not have asked for more time to complete the Handspring Visor design. This conclusion was reached due to the risk that the PDA market would only become more crowded with direct competitors as more time passed. Table of Contents
1. Introduction 5
2. IDEO Company Description 5
2.1. IDEO’s Work Culture 5
2.2. IDEO Design Process 6
2.2.1. Phase 0 – Understand/Observe 7
2.2.2. Phase I: Visualize/Realize 7
2.2.3. Phase II: Evaluating/Refining 7
2.2.4. Phase III: Implement/Detailed Engineering 7
2.2.5. Phase IV: Implement/Manufacturing Liaison) 7
2.3. More on Prototyping 8
3. Palm V Project 8
3.1. Predecessors to the Palm V 8
3.2. IDEO’s Design of the Palm V 9
3.3. Palm V Design Phases 9
3.3.1. Phase 0: Understand/Observe 9
3.3.2. Phase I: Visualize/Realize 9
3.3.3. Phase II: Evaluating/Refining 10
3.3.4. Phase III: Implement/Detailed Engineering 10
3.3.5. Phase IV: Implement/Manufacturing Liaison 10
4. Handspring Project 11
4.1. Product Development 12
4.2. Market Research/Analysis 12
5. SWOT Analysis of Handspring Project 13
5.1. Strengths 13
5.2. Weaknesses 13
5.3.
This report is based on a case presented by Harvard Business School, titled “IDEO Product Development.” The goal of this report is to examine whether an engineering design company, IDEO, should have requested more time to complete a design for a Personal Data Assistant (PDA) that was to be called the Handspring Visor. The key events take place between March 1996 and September 1999. IDEO is an unconventional Silicone Valley based company, and the hiring company was the then newly formed PDA manufacturer Handspring. IDEO was in the process of completing a related and competing PDA design, the “Palm V,” for 3Com’s Palm division, when they were approached by Handspring. Additionally, the founders of Handspring worked for 3Com and closely with IDEO in creating Palm’s “Palm V” design before they left 3Com to found Handspring. This report concludes that IDEO should not have asked for more time to complete the Handspring Visor design. This conclusion was reached due to the risk that the PDA market would only become more crowded with direct competitors as more time passed. Table of Contents
1. Introduction 5
2. IDEO Company Description 5
2.1. IDEO’s Work Culture 5
2.2. IDEO Design Process 6
2.2.1. Phase 0 – Understand/Observe 7
2.2.2. Phase I: Visualize/Realize 7
2.2.3. Phase II: Evaluating/Refining 7
2.2.4. Phase III: Implement/Detailed Engineering 7
2.2.5. Phase IV: Implement/Manufacturing Liaison) 7
2.3. More on Prototyping 8
3. Palm V Project 8
3.1. Predecessors to the Palm V 8
3.2. IDEO’s Design of the Palm V 9
3.3. Palm V Design Phases 9
3.3.1. Phase 0: Understand/Observe 9
3.3.2. Phase I: Visualize/Realize 9
3.3.3. Phase II: Evaluating/Refining 10
3.3.4. Phase III: Implement/Detailed Engineering 10
3.3.5. Phase IV: Implement/Manufacturing Liaison 10
4. Handspring Project 11
4.1. Product Development 12
4.2. Market Research/Analysis 12
5. SWOT Analysis of Handspring Project 13
5.1. Strengths 13
5.2. Weaknesses 13
5.3.
References: Barnett, Shawn. “Handspring Visor.” Pen Computing Magazine. May 10, 2000. Jun 12 2010 . “The Deep Dive.” Narr. Jack Smith. Niteline, ABC. Jul. 13, 1999. May 31, 2010 . “Handspring (company).” Wikipedia. May 29, 2010. Jun Morse, Lucy C., and Daniel L. Babcock, Managing Engineering and Technology. 5th ed. Upper Saddle River, NJ: Prentice Hall, 2010. “Palm Announces Acquisition of Handspring to Bolster Industry Leadership; Board Approves PalmSource Spin-off.” News release. Palm Inc. Jun. 4, 2003. Jun. 13, 2010 . Thomke, Stefan, and Ashok Nimgade, M.D. “IDEO Product Development.” Case. Harvard Business School. 9-600-143 (rev. Apr. 26, 2007): 1-21.