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ANKIT SONAL
ANKITA
APARNA
AGENDA
BUSINESS MODEL
IDEO Timeline Palm-V Project Process Organisation Culture INTRODUCTION Management Introduction Evaluation of Options
Recommendation
HANDSPRING PROJECT
INTRODUCTION
Estd. in 1991: David Kelley Design merged with ID Two, (Bill
Major clients: Apple Computer, AT&T, Samsung, Philips, Amtrak, Steelcase, Baxter International, NEC Corp & Hollywood film projects
Brainstorming
Prototyping
Phased Development
Innovation Process
Methodology
Design Philosophy
Equal emphasis on design and engineering; Diverse product portfolio Worlds largest award-winning design firm
TIMELINE
1997-98: Phases I IV of Palm V 1999: 1st shipment of Palm V expected
Late 1990s: IDEO had 300 staff, design centers across geography
National prominence
Early 1990s - Apple Computers Newton pad - ahead of its time met near demise
PALM-V PROJECT
Palm Company to U.S. Robotics to 3Com New approach female users - turned to IDEO
Inspiration- sleek Motorola StarTac mobile phone, metal Canon minicamera, Pentax opera glasses, and a telescoping pair of eyeglasses
Janice Robert, VP 3Com appeal at not just the rational level but the emotional level
Late 1996: Palm V project Boyle - observational database spread to 200 staff Market release in February 1999
Innovation Process
PROTOTYPING
Central to IDEOs design philosophy Tool to communicate with everyone Ensured that everyone was imagining the same design during discussions about a product Followed the three Rs: Rough, Rapid, and Right!
BRAINSTORMING
Daily sessions Brainstormers Deep dive approach
Innovation Process
IDEOs product creation process is unique in that it embraces the eccentricities of its corporate culture, and does so to increase the creativity and value of the designs it produces.
No organization chart No permanent job assignments or job titles Motivation from peer pressure No administrative issues
CULTURE
Desirability
o Focusing on small section o Greater number of iteration o Enlightened trial and error failure part of the culture
Workspace to reflect personalities Encouraged to leave their work & walk around loner bicycles Email brainstorming
MANAGEMENT
Recruitment
o Young individuals out of its own internship programs o Long process meeting with 10 staff members Begin at the beginning Take a human-centered approach Fail early and often
Projects
o o o o o o 1 large project as principal 3 to 4 projects as contributor Teams disbanded after project completion No permanent assignments /job titles High involvement of clients creeping elegance
Seek outside help Blend big and small projects Budget to the pace of innovation. Find talent
Assessment
o Peer review sessions o High performers rewarded Challenging projects Shares in its client venture capital base o No fire policy
Compensation
o Increase in attrition from 5% to 10% led to compensation strategy change o Compensation strategy redone to do more equity deals and seek royalties
HANDSPRING PROJECT
INTRODUCTION
Formation
Hawkins and Donna Dubinsky Resigned from 3Com
Objective
Come up with a new fully compatible, slightly smaller and inexpensive clone of palm Addressing palms inability to add functionality
Team
Joined by ten members of original palm team Collaborated with IDEO to come up with the new product
Specifications
Inspiration from Nintendo Game boy
Springboard slot at the back
Project
Launch of project
At a time when hand held devices were used for minor activities
Price
Games, Pagers, Cellphones, GPS, voice recorders, MP3, Cardiac monitors, etc.
Deadline
Late 1999 just in time for the holiday season To ensure maximum sales at the time of product launch
Ideologies at loggerhead
Rigorous customer centered development IDEO Felt unnecessary to engage in market research ot time intensive experimentation :Visor
Reputation at stake
IDEO worked long and hard to create a culture of innovation and creativity
Reasons to Extend
Number of functionalities planned 10 Each function, different user profile, different use-case Each functionality will go through parts
Philosophy & Culture - IDEO had created a supportive culture for creativity and innovation
Informality & free ideations would not be possible as the project would have to be kept secret from other IDEO employees
Unique methodology not a mainstream design company, design process consisted of intense prototyping & brainstorming
Fear of failure reputation could be damaged by taking on a product that has such tight cost and time constraints
Losing trust in the market new clients would be apprehensive of hiring IDEO for new projects
HANDSPRING PERSPECTIVE
IDEO is its best bet to complete the design of its new device in the short period, should try to convince with commitment of more resources
As IDEO has already worked on similar products with the client team, it can do away with the Phase 0 & I
Handspring leadership is also committed to serve the customer needs and is experienced in sensing the market pulse Leverage this expertise
Handspring should try to push for sticking to the proposed aggressive timelines otherwise the new Palm V might eat into a lot of potential customer base
IDEO should be persuaded to deviate from its tried & tested process to take up this project as a challenge with time & cost constraints
RECOMMENDATIONS
Competencies
IDEOs Deep Drive, large resources pooled to achieve more in short time eg: shopping cart in just 5 days
Time
Time should not be a constraint Need of shorter product development cycle
Market research
Palm and Visor fundamentally different In sync with IDEOs practices
Resources Allocation
IDEOs reputation on line Better Visor (Quality & Design)
Accept the Project Hybrid process & design methodology to cope with the demands