IDEO is an award-winning global design firm that takes a human-centred, design-based approach to helping organizations in the public and private sectors innovate and grow. It identifies new ways to serve and support people by uncovering latent needs, behaviours and desires. It envisions new companies and brands and designs the products, services, spaces and interactive experiences that bring them to life. It helps organizations build a creative culture and the internal systems required to sustain innovation and launch new ventures.
Some systems, like cities, are too complex to be envisaged in every single detail. Instead, forward-thinking designers should focus their energies on where they are most useful.
