Business Design


Whenever a company designs a new product, service, or experience, it is essentially designing its business. When done well, Business Design creates offerings that inspire organizations and excite customers. At IDEO, we combine design thinking and traditional corporate strategies to help clients create avenues for market growth. By shifting focus from linear practices to iterative design processes, we can shed light on new options and explore the various alternatives. Our methods include qualitative and quantitative research, business model prototyping, data visualization, organizational design, and IP liberation.

Over the past five years, we’ve used Business Design to help clients address a broad range of challenges, such as: designing the next-generation news offering for a major publishing company; creating a personal finance service built on lifestyle and community; building new, sustainable growth model for an online education company; launching an online employment service designed for the millennial workforce; redesigning a direct sales…

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Learning the business of baby formula prep for Yoomi.

Inspiration and Influence


  • Diego Rodriguez

    Diego Rodriguez

    Diego Rodriguez is a partner at IDEO, a founding professor at the Hasso Plattner Institute of Design at Stanford University (the, and an Entrepreneur-in-Residence at Harvard Business School.