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Customer and Intuit

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Customer and Intuit
PART II
IDEO
1. Why has IDEO been so successful? What is the most difficult challenge it face in conducting its research and designing its products?

IDEO (pronounced “eye-dee-oh”) is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow. They identify new ways to serve and support people by uncovering latent needs, behaviors, and desires. They envision new companies and brands, and design the products, services, spaces, and interactive experiences that bring them to life. IDEO helps organizations build creative culture and the internal systems required to sustain innovation and launch new ventures.

IDEO has been ranked as one of the most innovative companies in the world by business leaders in a global survey by Boston Consulting Group; Ranked #10 on Fast Company’s list of the Top 25 Most Innovative Companies; Winner of 38 Red Dot awards, 28 iF Hannover awards, and more IDEA awards than any other design firm; Ranked #16 on Fortune’s list of 100 most-favored employers by MBA students; Awarded the Smithsonian Cooper-Hewitt, National Design Museum’s National Design Award for Product Design

Indeed IDEO has proven themselves successful in so many ways and established themselves as supreme in this innovative world that we live in.

Why has IDEO been successful? The reason is because of their utmost approach: Design Thinking. According to Tim Brown, CEO and President of IDEO, design thinking is a human-centered approach to innovation that draws from the designer 's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.

Thinking like a designer can change the way organizations develop products, services, processes, and strategy. “Design Thinking” approach by IDEO brings together what is desirable from a human point of view with what is technologically feasible and economically
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