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Message Tuneful Concept Project Eager to examine ways to prototype software-enabled service experiences during the earliest stages of innovation, IDEO hosted an internal project around discovering and capturing music in a mobile environment. Focusing on understanding the consumer’s desire for such services, IDEO examined initial possibilities independent of technical functionality and business feasibility as a first step. In the absence of these two criteria, the team’s prototypes were able to be more human-centered, looking and feeling like the real thing to help gauge consumer desirability. In exploring the experiences related to music acquisition—including discovery, buying, listening, and sharing—IDEO created three service concepts, one of which, named “QuickHit”, made the finding and purchasing of music as easy as buying a pair of jeans in a retail environment. Within a two week period , IDEO generated a variety of prototypes to support such a service, including print media, physical and virtual environments, and mobile service design. The QuickHit concept represents ways in which IDEO helps clients innovate and mitigate risk in emerging technologies by taking a human-centered approach. The tracking of cultural and consumer movements enables IDEO to visualize holistic solutions where none previously existed. Rapid prototyping becomes a low-cost way to measure desirability within a market, before investing vast resources into technology, development, and marketing. http://www.ideo.com/work/tuneful-concept-project/