Keeping diabetes in check isn’t easy. Between checking blood sugar multiple times a day, keeping a detailed activity record, and logging food intake, staying healthy can be daunting.

But a recent advance in smart diabetes management—Ascensia’s CONTOUR NEXT ONE blood glucose meter and the CONTOUR DIABETES app—can give patients more clarity and control.

The CONTOUR NEXT ONE is the latest product to spring from a multi-year collaboration between IDEO and Ascensia Diabetes Care (formerly Bayer Diabetes Care). In 2009, Ascensia and IDEO developed the award-winning CONTOUR USB blood glucose meter—the first meter to plug directly into a computer, providing patients and their doctors with instant access to blood sugar data and personal trend reports.

Buoyed by the success of the first collaboration, Ascensia asked IDEO to help design a next-generation diabetes management system (and the company’s first internet-connected device).

To help reduce the stigma of checking blood sugar in public, IDEO designed the CONTOUR NEXT ONE to look and behave like today’s modern tech devices. The highly simplified, seamless system allows patients to upload blood glucose readings automatically to the app, which helps guide informed, real-time decisions. The meter’s red, green, or yellow smartLIGHT feature gives instant feedback about whether blood sugar levels are below, within, or above the target range.

Seeing contextual data, which includes physical activity logs and photos of meals, paired with recent and historic blood sugar levels, nudges patients toward healthier lifestyle choices and better control of their condition.

For doctors, the accuracy and quantity of the data combined with the app’s easy-to-read pattern views invites more comprehensive, actionable conversations with patients.

The CONTOUR NEXT ONE hit shelves in Europe in 2016 and is now available in the U.S. Ascensia is poised to develop more products enabled by rich, personalized data to help people with diabetes live longer, healthier lives.

What if we could use the sky to provide alternative solutions to these problems, creating more space for living and transportation? What exciting future awaits us?

At JAXA’s Aeronautical Technology Directorate (ATD), researchers are conducting research and development on aviation science and technology for the future. They are working to affect positive impact through research like noise reduction of airframe and an integrated aircraft operation management system for disaster relief and crisis management.

Normally, JAXA begins their projects by examining the needs of the aircraft industry or comparing themselves against global technology standards. This approach often leads to ideas that are merely an extension of the current technology. JAXA needed a new approach in order to create radical ideas and real change.

The key question was: What solutions would emerge from prioritizing people’s needs over the most advanced technological possibility—taking a human-centered approach to tackling the most pressing societal challenges?

JAXA ATD voluntary partnered with IDEO to attempt to answer this question, identifying new research areas by envisioning people’s needs in the near future. Together, JAXA and IDEO developed four scenarios of future societies.

The scenarios do not necessarily focus on technologies. Rather, the focus is on telling stories that help readers put themselves in the shoes of the four personas. At the same time, the team worked with industrial designers to illustrate convincing demonstrations of the vehicles and machines of the future.

JAXA’s team embraces the belief that “technologies developed at JAXA should incorporate emotional aspects to blend seamlessly into people’s lives.” Driven by this philosophy, the visual design of the four scenarios used a friendly illustration style intended to be approachable and understandable for people of all ages.

In order to develop human-centered concepts from scratch, the IDEO and JAXA team first undertook research and inspiration-gathering. They skydived, observed cities from above, brainstormed with students from the department of architecture at Waseda University. They interviewed airline employees, a former Judo world champion, skyscraper lovers, a business producer who focuses on new working styles. Throughout the research phase, the team explored the possibilities of the sky as a “living space,” not just a place for transportation.

The team was surprised and excited when they learned from a former fighter pilot that old cockpit designs were inspired by the Japanese tea room, highlighting a historic precedent for taking inspiration from real life to inform new technology designs.

The team synthesized their research and developed several concepts, each informed by a different social issue or pressing concern. Each issue was brought to life through a fictional personal narrative.

How might we relieve city congestion and pollution using the sky, while still keeping it clean and blue? Floating public lights, a skyway that regulates air traffic, camouflaged planes that keep the sky blue—concepts introduced in this scenario were the closest to the technologies already being researched at JAXA ATD. They show us how the sky could become an infrastructure that supports our daily lives. Meet Ayame, a girl from Gunma prefecture, ready to begin her college life in Osaka.

How might we make travel feel easy for people of all ages, no matter how far they need to go? While the researchers at JAXA ATD are working to improve the mobility of aircraft, like reducing air friction or increasing the engine efficiency of aircraft, this scenario explored how people could travel door-to-door through the sky with or without aircraft. A day-in-the-life of Naoto, a 72-year-old man who commutes twice a month from Tottori to Tokyo for medical checkups.

How might we leverage the sky as a resource for reusable energy and economic growth? One of the criteria of JAXA’s R&D activities is to improve the environment. While JAXA has been focusing on “protecting” the environment, this scenario focused on “creating” new environments. A day-in-the-life of Toshi, who runs a “sky-to-table” farming business.

How might we help people live with peace of mind, even during a disaster? JAXA’s disaster relief technologies have been extremely valuable in countries like Japan, which frequently suffers from natural disasters. In this scenario, we approached the problem from victims’ point of view while exploiting the potential of a network of aircrafts and other flying objects. Here's the story of Yuri, a victim of an earthquake in Tokyo who reunites with her family after evacuating to the sky.

The purpose of the project website is not to present answers, but to introduce new directions towards an exciting future. By presenting JAXA ATD’s vision through these four scenarios, the team invited people from all industries and of all ages to participate in co-creating the future.

Just like movies, cartoons, and novels from childhood stimulate the imagination, this project aims to spark new conversation and vision for a radically different, positive future.

By illustrating and communicating a more human-centered future to a wider audience, Japan’s top aeronautical technology development agency may already be changing the future of the sky for the better.

The speed and scale of change in our world are unprecedented. As more people relocate to cities, our lives are impacted by urbanization problems such as pollution, congestion, depopulation of rural areas, resource, and energy deficiencies.

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For factory operators, a smart valve is a game-changer. It gathers data on how smoothly the system is running and feeds it to an app, making it easier to troubleshoot from anywhere. And when things get overheated, it can automatically shut down the machinery, avoiding a meltdown.

Georg Fischer (GF), the Swiss-based, B2B industrial manufacturer collaborated with IDEO to design that valve, along with a system that adds value for generations of engineers to come.

And there were some surprises along the way. When the team set out to interview customers, they learned a lot about their real needs. “We showed a customer a sacrificial concept of a smart valve and asked, what do you think about this?” says Laura Barrabia, GF’s Head of Corporate Design Thinking. “The customer answered, we don’t want your valve to be smart, we want to be smart. If GF is providing a smart valve, where is my value?”

For GF Piping Systems, these insights helped shape initial prototypes and guided the direction of the design to something that would tie parts together into smart systems and more efficient industrial facilities—a competitive advantage.

Yves Serra, GF’s CEO, recognized early on that his company needed to strengthen its customer-centricity and digital capacity, so he approached IDEO to begin shifting GF’s culture from engineering-led and procedural to customer-focused, multidisciplinary, collaborative, and flexible. That kicked off a decade-long relationship that would help GF take a design-based approach.

Learn what it means to move from being technology-driven to being truly customer-centric.

To help GF identify clients’ pain points and address them with new digital offers, IDEO proposed three “lighthouse” projects, one for each of GF’s divisions: Piping Systems, Casting Solutions, and Machining Solutions. Lighthouse projects (also called “Beacons”) are proofs of concept that light the way for an organization and help it shift its way of working.

For example, GF Machining Solutions built a prototype for an application that uses real-time data to help customers identify and fix problems in the machines, laying the foundation for truly predictive maintenance. Making data streams more transparent for customers also simplified life for the GF service engineers, who keep the machines running.

Learn how Georg Fischer is moving from hardware offerings to digital solutions.

For GF Piping Systems, the design team developed the GF Digital Line, a set of products, apps, dashboards, and other services that help customers plan, install, and maintain water and chemical piping systems. GF teams went back to customers to test several prototypes and gather feedback on the Digital Line and make sure it addressed current and future needs. They also built internal capabilities to support product development, laying the groundwork for future innovation.

Lastly, IDEO helped GF Casting Solutions escape the “commodity trap” of competing with foreign automotive suppliers. To better understand the pressures car manufacturers face, the design team explored the development cycles of two car manufacturers. They learned how challenging it is to implement solutions to reduce vehicle weight—essential for cutting fuel consumption. As an expert in aluminum die casting, GF was well positioned to help manufacturers meet that challenge, not just with quality parts, but also with digital engineering to deliver cutting-edge lightweight casting solutions, which are harder to replicate.

By the end of these lighthouse projects, GF had rolled out a global design thinking training program that had touched more than 1000 employees. After the training, employees throughout the organization adopted a new way of working and became passionate ambassadors. The enthusiasm spread from the R&D department to HR to finance and many other departments.

Today, GF has permanent design thinking and digital teams to continue this work. All three divisions aim to launch the first releases of their lighthouse projects by early 2019. And with every project, GF’s business—and solutions—get smarter about how to meet the needs of a fast changing world.

IHG’s ambition is to grow in service of its guests around the world. IHG’s Atlanta-based team had identified a major opportunity for hotels in the midscale space—a market segment known for its inconsistency.

Alongside colleagues at London-based forpeople, IDEO was invited to help IHG shepherd that business opportunity into a human one, by asking how IHG might reimagine the everyday travel experience for people relying on this category of hotel. What kind of offer might resonate equally with guests and with the owner/operators who’d need to buy into a new brand and bring it to life?

IDEO began by talking to travelers to better understand their lives, values, and needs—travelers who spend one or two nights on the road a few times every year; travelers who regularly take short trips to small cities or away from city centers; and travelers who live on the road, moving from hotel to hotel. These included court stenographers, medical technicians, consultants, conference-goers, and more.

Early research insights evolved into two distinct concepts for a new hotel brand, which were built out into two full-scale physical prototypes at IHG’s design center in Atlanta. Over three weeks, IDEO and its IHG partners led potential guests and hotel owners through each model, gathering their feedback on new formats for breakfast offerings, service details, booking experiences, and overall tone.

The investment in prototyping paid off with surprising and actionable insights. Despite wide variation in occupation and income, these guests are sophisticated and self-reliant; they know what’s out there, and they know what’s reasonable to expect. In fact, many describe a syndrome IDEO dubbed “anticipation anxiety:” the sense of dread that comes from not knowing whether a lower-priced hotel is going to be clean or safe, or provide a bed that enables restful sleep. Many have so little confidence in the cleanliness of hotels in this price range that they travel with their own packs of wet wipes.

IDEO, along with the IHG team, recognized these behaviors as an unanswered cry in the market. The purpose of the new brand crystallized around extinguishing that anxiety and rewarding guests with something much better. avid hotels exceeds its competition by doubling down on quality in just a few select areas: an extraordinary mattress; rigorously high standards of cleanliness; a focused, high-quality, grab-and-go breakfast and coffee experience; and an overall tone of warmth and straightforwardness.

These guests made clear that for trips like this, they aren’t interested in bells and whistles, or communication that isn’t frank or to the point. That led to an insight that upends an industry truism: for these guests—and there are many of them—choosing a hotel is rarely only about the price of the room. avid guests can often afford to stay in a more expensive place for a honeymoon or a vacation or a trip with friends; they’ll spend more when they need more. But for functional stays of one or two nights, it just feels wasteful. It goes against their values and their principles.

IHG and IDEO heard a clear call for a sense of focus and affordability—but never at the expense of quality. Guests should be able to access a simple booking process, rooms designed for sound sleep, and a quality breakfast, all at a fair price. And hotel owners ought to be able to deliver that experience with confidence and consistency, at costs that build a compelling case for their own business.

That’s what avid hotels is designed to deliver, every single time. Early traveler reviews have been exceedingly positive and have noted specifically the unique differentiating offers avid brings to the market.

Within a year of partnering with IDEO, IHG had issued 150 avid hotels licenses to franchisees in the US, Mexico, and Canada, and announced a development deal for 15 avid hotel locations in Germany over the next five years—a scale of success that came at unprecedented speed for the industry. The collaborative, inclusive design process is now serving as a model for how to develop robust, guest-centered hospitality brands that deliver where it matters for people.

In Lima, Peru, people who give out free newspapers or sell water and snacks on the on-ramps to the highway use these little wooden crates to sit on or put products on. To avoid carrying the crates home every night, they tie a rope between the box and the railing, then drop it over the edge overnight. This keeps them from getting cleared or taken because they're virtually invisible from the other side. The crates aren't that valuable, but it's probably a hassle for vendors to carry them around or find new ones every day.

Human-centered design requires us to observe human behavior with beginner's eyes, so that we can spot the innate ways people interact with the world around them. We call these intuitive and unconscious reactions thoughtless acts, and IDEO designers collect photos of them to inspire the invention of new products, services, and experiences.

Bringing new design to the way we die—what we see, touch, feel, and hear—is an idea with a strong tailwind. Advocates like BJ Miller, who was profiled in the New York Times this week, are spreading the message that we can do better for people who are dying if we pay close attention to human needs.

Sen, who gives Miller a nod in her video (see below), felt this firsthand when she was hospitalized for an illness. As a musician who started playing the piano when she was 3, Sen found the sounds of the emergency room traumatizing, and left committed to do something to save others from having the same experience.

We became instant fans of Sen’s work when she submitted it to our OpenIDEO challenge on end-of-life care, and gave a talk during Re: Imagine, a subsequent citywide conversation about death. We caught up with her in Washington D.C., where she’s a fellow at the Halcyon Incubator, a program that supports social entrepreneurs, and asked how she’s planning to bring beautiful sound to the people who need them most.

IDEO: WHY IS MUSIC SO IMPORTANT AT THE END OF LIFE?

I would say sound is important at the end of life, which includes, but is not limited to, music. For instance, a lot of people mention nature sounds as something they want to hear at the end of life; other examples are voices of loved ones, laughter, etc. You can hear people's responses here.

Sound is important because some people say hearing is the last sense to go when we die. I believe it has a profound effect on our sense of dignity, not just for the person dying, but also for those around them.

IDEO: HAVE YOU SEEN EXAMPLES OF THIS?

Morgan, a palliative care nurse in NY, got in touch with me after she saw the idea on OpenIDEO. She said that her team started to play a song moments before a patient's death to liberate them from the ventilator, with the expectation that they would die in the next few moments. The question inspired her to use her own iPhone to play music for the patients. One cancer patient she became very close with shared his favorite music, and she played that for him. People’s preferences are different, so it’s tough to find something that’s universal. It’s very awkward to say, “I’m assuming you’re going to die soon, what kind of music do you like?” I got the impression that it was helping her team and the family members as much as the patient. You can’t interview the patient after they’ve passed away—“how was your dying experience?”—but you can talk to the family and the nurses. I heard from cancer nurses at Sibley that when a cure is not possible, they are empowered to heal in other ways—do something seemingly simple that makes a big impact.

A couple of people mentioned that they played music when their grandparents passed away. “I had a sense that she could hear the music or my voice even though she couldn’t react to me,” or “I have faith that she could hear me.” It’s a story that we create for ourselves, but, as those who are left behind, feeling that we have made a positive impact gives us a sense of peace.

IDEO: ARE YOU PILOTING SEN SOUND IN HOSPITALS?

Yes, we are already working with Sibley Innovation Hub (part of Johns Hopkins Medicine)—though not necessarily focused on "end of life"—to test our ideas to transform the sound experience for patients.

As for the "end of life" sound—for now it's an art/conceptual project. I record the voices of people sharing stories of the sound they wish to hear at the end of life, to raise awareness on the importance of sound.

I also believe that it is a way to build resiliency in the community, by allowing us to approach the taboo subject with a somewhat light-hearted, playful way. It's dreadful to imagine death itself, but by imagining the sound, it's somewhat more approachable.

I would love to continue exploring ways to implement the idea with hospice and palliative care centers, and we are in conversation with a couple of facilities. I have done this as an artist and will always continue to do that, but I’m at the point where I’m transitioning to trying to inspire a team to do this.

It’s going to take time: Any medical conference you go to is about winning the fight [against death]. But this is a project to build resiliency in the community. There’s no wrong answer. If a young person says to me “I don’t like to think about how I’m going to die,” that’s okay. But I want to help people build a sense of community, to create music or sound or jam with the person with the same illness but not the same geographical location—connecting people who really need it through music and art.

For more about Yoko's work check out her piece in the OpenIDEO End of Life story collection.

Humans really like the sound of the ocean. We like it so much, the lapping of waves top the list of last sounds we wish to hear before we die. That’s one thing you’ll learn from Yoko K. Sen, an ambient electronic musician whose project, Sen Sound, aims to transform what we hear at the end of life, replacing shrill alarm bells and bleeping machines of the hospital with a soothingly oceanic sonic environment.

I have three. Instead of writing in a journal, I want to summarize each day in a creative drawing. I also plan to listen to more podcasts. And, whenever someone asks me, "How are you?", I will try to never to say "good," and instead use a more descriptive adjective.
—Katie Kirsch

I really want to work on being in the moment—which means putting down the phone, and being delighted by who and what is around me.
—Amy Bonsall

My creative resolution: Write, draw, or create more physical letters and postcards for friends and family (at least one per month!). And use more of the Airpost service that we helped design out of IDEO Tokyo!
—Mike Peng

I have two. One, to be more aware of what contexts and situations work in favor of my creativity. And two, to inspire others around me to be creative.
—Michaël Harboun

I plan to sew a new outfit and wear it, turn my photos into different series and make a portfolio website, and to read a Poem-A-Day.
—Rebecca Lee

I'm going to try to dedicate the first hour after waking up exclusively to creative pursuits, rather than looking at email, social media, or cat videos. This will require getting up early every day, so fingers crossed.
—Neil Stevenson

My resolution is inspired by Julia Cameron's morning pages. But since my practice is choreographic (I'm a dancer/choreographer outside of IDEO), I'm resolving to create a movement phrase everyday. I’m not sure yet what the dance equivalent to three pages of writing is, but I'll figure it out.
—Eileen Farrell

Slackline (or highline in this case) is both a new habit and skill. I find that balancing on a line is a powerful way of coming to terms with fear and a kind of forced meditation, counterintuitively creating fear and calm at the same time.
—Jonah Houston

I want to learn to lathe wooden baseball bats. I'm looking to make an art piece to show in a gallery.
—Samuel Bertain

I plan to find a living space that inspires me to do good work; to sign up for a class so I can make arts around other people and osmose creative energy (and hopefully give back too?); and to be more intentional about my passwords (I don't have a method to my madness, it's just madness).
—Momo Miyazaki

I am pushing my modern calligraphy for 2017. I did a class this year and for Christmas have ordered books and more pens. I am hoping to also try out brush lettering. I follow Seb Lester on Instagram and he makes it look so easy... even though it’s not.
—Bobbie Brightman

I will download and use the Headspace app.
—John Ravitch

I want to channel Charlie Rose and learn how to host better video interviews on Creative Confidence. I also want to rock climb more.
—Suzanne Howard

In 2016, I did the 100 day project, which got me going on weaving and watercoloring. In 2017, I want to create my first large-scale tapestry. Who knows if it'll happen... we'll see!
—Emma Scripps

I want to to start writing again. I used to write a lot, both for fun and as a freelance advice columnist, but have gotten away from it in recent years. Doesn't matter to me if this manifests in jokes, stories, reflections, whatever—so long as pen meets paper and my brain is flexed regularly.
—Adam Moulter

I want to do at least one thing each week to celebrate the ubiquitous creativity in New York City. It can be a concert, a class, or just a walk around a new neighborhood to explore the graffiti and architecture. I moved here a year ago and have so much more to explore!
—Shauna Carey

I want to say "I don't know" more, so I learn something.
—David Good

Illustrations by Matt Avallone.

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After the ball drops and the champagne is gone, we have 365 days ahead of us to be more creative people, with new and better habits, mindsets, and skills. Seeking inspiration? Here are some of IDEO designers’ resolutions for 2017.

1. Waste Land

“A social documentary framed around art. Brazilian artist Vik Muniz spent a couple of years at the world’s biggest landfill, and created art with the people whose job it was to pick through the garbage. This is an inspiring example of how you can take waste and transform it into something beautiful and meaningful.”

Waste Land Trailer

2. Iris

“Iris is a fearless and fiercely creative 95 year-old fashion icon and businesswoman. The film highlights her life, her creative pursuits, and her lust for a life drenched in accessories. She has inspired my take on interior design and fashion—there are no rules and if you love it, it works.”

Iris Trailer

3. Sky Ladder: The Art of Cai Guo-Qiang

“Famed for The Ninth Wave, an installation commenting on China’s environmental policies, Chinese artist Cai Guo-Qiang works with everything from taxidermy to fireworks. Sky Ladder documents Cai Guo-Qiang’s biggest dream yet: to build a ladder to connect the earth to the universe.”

Sky Ladder Trailer

4. Alive Inside

“Memory is inherently creative. Every time we reflect and look back, we use creativity to reimagine our past life experiences. But what happens when we lose our ability to remember? This film shows us the power of music, creativity, and imagination to bring back the memories of those who have been living without them.”

Alive Inside Trailer

5. Herb and Dorothy

“A charming look at a mailman and a librarian—Herb and Dorothy Vogel—in New York City who love (absolutely love) art. The Vogels live frugally, and over the years have filled their small, one-bedroom apartment with one of the most important collections of minimalist and conceptual art. Not only did they buy the art, they also built relationships—in many cases close friendships—with the artists. The documentary chronicles their lives as collectors—we see how they see, we see how they remember each work of art, and we hear from the many artists inspired by the Vogels' deep appreciation. You can't help but smile watching these two gallery hop or huddle in their tiny kitchen packed with art.”

Herb and Dorothy Trailer

6. Jiro Dreams of Sushi

“A lovely documentary about the spirit of the shokunin (craftsman) and the inscrutable Jiro. It’s inspiring to see the amount of time and effort that can go into the creation of great sushi. This movie is good for anyone who loves food, travel, and culture, and is also a great reminder of the power of craft.”

Jiro Dreams of Sushi Trailer

7. Eames, the Architect and the Painter

“The documentary illuminates how Ray and Charles Eames fused craft and thinking in their design process. It also chronicles the transformation of their work from furniture and products to ideas and communication, as they tackled larger and larger problems. There are many parallels with how IDEO's work has evolved over the years as we have honed our craft.”

Eames, the Architect and the Painter

8. American Movie

“Wisconsinite Mark Borchardt has dreams of making the ultimate psychological horror film on a micro budget. American Movie is an all-access look at his gritty and creative attempt to make his lofty dream a reality. It's a uniquely human documentary that's inspiring and entertaining for anyone who's ever been consumed by creative confidence.”

American Movie Trailer

9. Sans Soleil

“Sans Soleil is a genre-bending documentary about the limits of memory and how it affects history and current events. Chris Marker invites us into the scaffolding of his grand design, provoking us out of circumspect craft. “Frankly, have you ever heard of anything more stupid than to say to people…not to look at the camera?” Age has only increased its relevance.”

Sans Soleil Trailer

10. Bill Cunningham New York

“Way before Instagram, Bill Cunningham was the original street style photographer. This documentary paints a portrait of Bill and his quietly-obsessive creative pursuit that spanned half a century. Watch this this film to be inspired by this great human being's purity of passion and commitment to his craft.”

Bill Cunningham New York Trailer

11. Rivers and Tides: Andy Goldsworthy Working with Time

"This 2001 documentary follows Andy Goldsworthy as he makes art with nature, painstakingly assembling leaves, sticks, rocks, or blocks of ice to create beautiful, ephemeral sculptures. Not only is this the most calming movie you can imagine, it is also inspiring. It reminds me that there are opportunities all around us to create meaning and beauty, if we only have the vision and the persistence to make them real."

Rivers and Tides Trailer

12. A Ballerina's Tale

"Dance, to me, is a grossly under-appreciated art form. It takes a great deal of trying, failing, and perseverance. It's strikingly similar to the world of design in many ways. I love this documentary because it tells the story of Misty Copeland, a black ballerina. There's a lot of history there, as black dancers were often overlooked (and still are) for not having the "typical" ballet body. It makes her rise to the top of this extremely selective world that much more powerful and inspiring."

A Ballerina's Tale Trailer

Thanks to Sally Clark, Piper Loyd, Maura Cass, Chris Hill, Brett Brownell, and Mark Del Lima. Illustrations by Matt Avallone.

We all know that going out into the world and witnessing other peoples' lives is a powerful source of inspiration. But what about when you don't have time to get out in the field? Sometimes a documentary is the next best thing. We asked IDEO designers to nominate the documentaries that they find most inspiring.

I help organizations cut through complexity by shaping how they show up, through brand strategy, identity, and storytelling.

Working at the intersection of brand and business, I bring an editorial eye and a bias toward making—turning ideas into tangible experiences that people can understand, trust, and believe in.

My work spans government, healthcare, financial services, media, and consumer goods, from launching Gen Z-focused ventures to building innovation labs and reimagining legacy brands. I relish moments of ambiguity and enjoy translating across teams, perspectives, and priorities to move ideas forward.

I started my career in editorial and digital design, shaping cross-platform experiences and identity systems in publishing and agency environments. That foundation still shapes how I work today: I’m detail-oriented, collaborative, and overreliant on the Oxford comma. I hold a BFA in Visual Communication from the School of the Art Institute of Chicago.

For 25 years, I've asked the same question: Who does this design exclude—and what are we going to do about it?

My work spans human-centered strategy, inclusive design, and qualitative research, with clients ranging from Microsoft, Google, and Verizon to the National Science Foundation, and San Francisco Unified School District.

Before IDEO, I taught elementary school in East Palo Alto and spent a decade doing design work with social service organizations—where I learned firsthand what it costs people when systems are built without them in mind.

I am currently writing User Error, a nonfiction book about digital access and the design decisions behind it. I live in Oakland, California.

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My expertise spans brand, communication, and product design across tech, education, the arts, and social impact.

I believe great work demands both high-level vision and obsessive attention to detail, and only happens through collaboration.

I bring an inclusive, hands-on approach and a deep understanding of business, which enables me to consistently deliver excellence while always asking why.

Before joining IDEO, I worked at the brand firms Pentagram and VSA Partners. I began my career as a designer, leading teams at the School of the Art Institute of Chicago and the Milwaukee Art Museum. I hold an MFA in graphic design from Maryland Institute College of Art and a BFA in communication design from the Milwaukee Institute of Art & Design, and have taught at some of the best design schools in the US.

I am responsible for IDEO’s long-term success in China and working with clients to use design as a tool to enable growth. Specifically, I have helped Chinese companies design holistic brand solutions through the development of their products, communication, services, and innovation teams, and I have helped multinationals expand their presence and influence in China.

I advise global leaders on developing China-led innovation and capabilities.

In over 15 years in IDEO Shanghai, I have worked on projects that use design to elevate the quality of the experience of healthcare products and services, streamline processes that increase productivity, create spaces and programs that promote and enable inclusive communities, and build next generation mobility solutions that are planet-positive.

Before joining IDEO, I worked at Philips Electronics and the Electrolux Group in Italy, the Netherlands, and Singapore on a number of breakthrough commercial products. I am a member of the Young President Organization in Shanghai.

Most AI products today are built for work—a space with clear problems and established systems. One founder noticed a gap: personal life is messier, harder to systematize, and mostly left behind by the AI boom. So she built Cue, a personal AI that lives inside iMessage and group chats, to go where the other tools haven't.

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In this episode, Becca Carroll, IDEO's Chief Strategy Officer, talks with Sida Li, co-founder and CEO of Shared Context Lab, about staying anchored to a human need while the technology around her keeps changing shape, why she treats her business model with the same rigor she'd bring to a product, and what it feels like to build a company at this particular, disorienting moment in AI.

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The conversation also gets into how Sida makes design decisions: the language Cue uses to describe itself, the tradeoffs behind building inside iMessage instead of a new app, and a real story about a business idea that didn’t pan out.

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This is the second in a two-part series profiling founders from IDEO's Startups-in-Residence program. The first conversation is with Johannes Seemann, founder of Sooner, on designing GenAI for the emotional side of money.

Most personal financial tools are built to run the numbers and optimize towards a budget. While that works for some, most people experience money as a lived relationship that does not neatly fit into a spreadsheet. Johannes Seemann and Becca Carroll discuss why money is emotional before it is mathematical, and what a human-centered approach to building a generative AI financial product looks like in practice.

Mina Seetharaman talks with Scott Shigeoka, author of Seek and Head of Curiosity Cultivation at the Eames Institute, about what distinguishes genuinely curious leadership from performative curiosity, how power dynamics shape curiosity, and why practicing curiosity can restore energy rather than drain it.

Mina Seetharaman talks with David Epstein, author of Inside the Box and Range, about why total freedom often produces average work, how leaders can design useful limits on purpose, and what organizations such as General Magic and Pixar reveal about the relationship between boundaries and creativity.