Download - Ideo Presentation 2008
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decision making
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DecisionMaking
OrganizationalBehaviorPresentation
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Model
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Model
1. The Rational Model 2. Non-rational Models
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Model
1. The Rational Model
Identifying the Proble
m
Generating
Solutions
Selecting a
Solution
Implementing
and Evaluating the Solutio
n
“Four-step sequence”
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Model
2.1. Simon’s Normative Model - Bounded rationality - Satisfying
2.2. The Garbage Can Model
2. Non-Rational Model
“How decisions actually are made.”
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Intuition
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Intuition
Expertise
Feeling
HolisticHunch
AutomatedExperience
Intuition
A Model of Intuition
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Group Decision Making
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• Efficiency• Confidence in judgments• Group size• Decision making accuracy
Issues Group Individual
Efficiency Less More Time Constraints
Confidence in judgments
More Less
Quality - - Depending on Group size
Accuracy
Processes and Performance
Group VS Individual Performance
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Group Problem Solving Technique
1. Defer judgment - Build on the ideas of others - Encourage wild ideas - Go for quantity over quality - Be visual - Stay focused on the topic - One conversation at a time
Brainstorming
2. The Nominal Group Technique
3. The Delphi Technique
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Decision Making Styles
Analytical Conceptual
Directive Behavioral
Task and technical concerns
People and social concerns
Value Orientation
Tole
rance
for
Am
big
uit
y
Low
High
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Case Study : IDEO
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BRIGHTIDEASFORDARKTIMES
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we’re global design consultancy,we create impact through design.
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How do I inspired myself and my company?
How do we make the recession workfor us, and not against us?
What can we do differently tomorrow morning?
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IDEOIDEO
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1000+Patents issued
since 1978
3,500Field interviews
in 2007
10,500 Conference calls
in a year
345+ Awards wonsince 1991
Featured Work
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the business of design thinking
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ideo clients
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5 steps
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5 steps
• Fly on the wall• Bodystorming• Empathy Tool
1. Emphasize the empathy with the customer
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5 steps
1. Emphasize the empathy with the customer
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5 steps
2. Anything is Possible Brainstorm
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5 steps
"quick and dirty prototyping,"
3. Visualizing solutions by creating actual prototypes,
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5 steps
3. Visualizing solutions by creating actual prototypes,
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5 steps
4. Using technology to find creative solutions
technology-enabled experiences (TEX)
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5 steps
5. Doing it all with incredible speed
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my mMode
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AT&T mMode
mMode is launched in 2002
mMode is application to access information via wireless
Problem : customer were not signed-up
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game plan
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Game PlanEmpathic research
AT&T manager has a mission to find things from their own product
channel 3
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Game Plan
“Even teenagers didn’t get it”
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Recognize their problemBrainstorm + Prototypes
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my mMode
“easy to use, but offers key innovations”
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My mMode Features
- organize frequently accessed services much like a web browser's favorites list
- share mobile pages or sites with other mMode users
- find content by category, popularity, date, and through AT&T Wireless "personas"
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assumption
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Assumption
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What’s your most famous product?That’s hard to determine! The Apple Mouse is probably the most iconic product, since it can truly be said to have helped shape a new industry. But the Crest Neat-Squeeze Tube was first made 20 years ago and is still on the market, and hundreds of millions have been made. And then there’s the ABC Nightline episode in which we designed a shopping cart. It’s been shown to classroom and industry groups all over the world, making for a total of around 10 million viewers. Then again, lots of people bought the Palm V when it came out in 1999. Rickson Sun / Chief Technologist
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What kind of name is IDEO?ideo- is the combining form of the word idea, used in words like ideogram and ideology. It’s not an abbreviation and it’s not a foreign word. One of our founders, Bill Moggridge, discovered it while browsing a dictionary. We considered spelling it lower-case with a dash, but when Paul Rand designed our first logo using capital letters, we liked it so much we spelled it that way everywhere. By the way, we pronounce it EYE-dee-oh. Scott Underwood / Communication Design
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CAST
Anin PuranasugandhaCharlie PongsanganganKanokwan LorattanareaungkitKiti Wichitsawangwong Nate Nakasuwan Nuanpun ApinunPhonganan SrimongkhonthawornSedtha JittiarunchaiSirinuch Vimolsathit Sujira Lertwittayakumjorn
ReferenceAT&T case supporthttp://www.ideo.com/work/item/mmode-design-strategy-for-data-offering/
Fancy jargon supporthttp://www.stevedenning.com/SIN-144-IDEO-design-and-storytelling.html
IDEO gives technology a human touchhttp://www.ideo.com/images/uploads/news/pdfs/sjmerc_1.pdf
50 companyhttp://www.ideo.com/images/uploads/news/pdfs/IDEO_Fast_Company_50.pdf
THE END