There’s a lot of excitement in the education sector about the need to equip students with skills like critical thinking, collaboration, and communication, to prepare them for a global, innovation-driven economy. But that’s easier said than done. Major changes are needed to move from a decades-old model towards creating new ways to educate students. Schools and their leaders, particularly in low-income contexts, often lack the necessary resources and support.

But given the right tools, school leaders can be the key to bringing this much-needed change to their schools. Knowing this, The William and Flora Hewlett Foundation partnered with IDEO and the Stanford d.school to create School Retool, a four-month-long professional development fellowship that trains principals to take a do-it-yourself approach to school change by conducting small, scrappy experiments called “hacks.”

The best part: They use the resources they already have available to address their schools’ needs now, without waiting for external funding or assistance. School Retool is available to principals at public schools where 60 percent or more of students qualify for free and reduced lunch, which is a common measure of poverty. The School Retool program provides research-based strategies for improving student outcomes, as well as training and one-on-one coaching on how to redesign school culture through easily achievable changes.

A Scaled Approach

School Retool addresses a common challenge in creating change across schools: Each school has its own people, culture, and needs, so programs need to be flexible. The fellowship helps school leaders define their aspirations, and provides them with inspiration through “Big Ideas” that have proven to be successful in different contexts in education. It then supports them to start small with hacks that help them learn how to implement these ideas in their own school. The program scales through regional cohorts of principals who learn from each other as they go through a process of setting goals, designing hacks, reflecting on the learning and progress, and making improvements to the next iteration.

Small Steps Toward Big Change

As School Retool has rolled out at schools across the country over the past two years, it’s becoming evident that small changes are adding up to major progress, and that the small hacks approach is helping leaders go from planning to doing. Take, for example, Marthaa Torres, the principal of a low-income San Francisco high school who started with a small experiment with one struggling student, trying to create a more personalized learning plan for him. “The hacking approach is a framework that will help me eventually get to the kind of school that I’m trying to create,” Torres said. To build on the learnings of her “hack,” she created and expanded a personalized coaching program for the student’s peer group of older Latino boys. Her goal is to roll out additional advisory support in the next school year. What started as a “hack” to give agency to a single student is beginning to affect the school-wide culture by incorporating student voice into decision making.

Creating a Movement

The School Retool fellowship launched in 2015 with a pilot for 16 principals from seven San Francisco Bay Area school districts, reaching more than 12,000 students. School Retool has since hosted cohorts for school leaders in Washington D.C., Detroit, Virginia, Idaho, and Colorado. By the end of 2016, 164 school leaders of over 114,000 students had participated in the fellowship program.

In addition to the in-depth work with school leaders, School Retool is creating a national dialogue around change in schools. Its first national effort drew more than 1,500 principals in the Shadow A Student Challenge, who spent a day walking in students’ shoes to build empathy and gain insight into their students’ school lives.

Learn more about how more school leaders are enacting change: bringing a sense of true belonging to a school’s culture; engaging students as active learners; hacking towards literacy; retooling for equity; and more.

WATCH: Marthaa Torres: Adopting a Hacking Mindset on Vimeo.

Remember your first View-Master? The sound and feel of that iconic camera-snapping motion, the excitement of seeing those vivid images in the form of your own personal slideshow? Introduced in 1939, this stereoscopic toy brought beautiful landscapes and famous attractions to the eyes of kids around the world.

Flash-forward more than 75 years, and the View-Master has been reincarnated to spark that same sense of wonder for the digital age. The redesigned model, the result of a project collaboration between IDEO and Mattel, is a modern case that bridges technology with play. The new View-Master preserves the classic features of the original toy, such as the original lever and wheel, but offers a much more immersive, 360-degree virtual experience.

Here’s how it works: Download the View-Master app and slide a smartphone into the sleek new red-and-white headset. From there, the phone’s camera will scan the QR codes on the reels to view a wide variety of images, such as wildlife, outer space, and a dinosaur landscape. Two slightly different images are displayed side by side on the device's screen. As each of your eyes looks at just the image directly in front of it and tries to reconcile it with what the other eye is seeing, a 3D effect is created. By moving your head around with the viewer over your eyes and taking advantage of the sensors within your phone to sense direction and position, you can travel through each of the scenes, exploring each of the different settings.

After working alongside Mattel to understand the heritage of the View-Master brand, researching the potential for VR and play, and exploring a variety of materials for the new device, designers created several prototypes that they tested with their core market: kids. As a result, the final design accounted for things like whether it could pass a drop-test or fit into kids’ hands.

Beyond the joy of pure play, the technology that powers the new View-Master also opens up a new world of possibilities for learning. Imagine turning a page in a textbook and seeing dinosaurs come to life. Or a virtual tour of an art museum through a set of View-Masters.

"We view this as just the beginning," said Doug Wadleigh, a Mattel executive, in an interview with CNET. "Obviously, we're getting in this space pretty early. The goal is to create the View-Master brand for the next 75 years."

Genentech is a biotech company that tackles difficult-to-treat medical conditions across the globe by creating innovative treatments. As a sponsor of the TED2012 conference, Genentech approached IDEO to partner in creating a “social space” for the TED exhibit hall that would captivate participants in an interactive brand experience and garner excitement around the future of personalized medicine.

To make leading-edge science more accessible to the masses, the team landed on an exciting new provocation: What if we could turn genes into music? IDEO worked closely with Genentech to develop an immersive genetic experiment that could incorporate traits of the TED community, using the company’s brand new technology for overnight gene analysis. A TED participant would choose a colorful trait pin packaged with a cheek swab kit and corresponding barcode, allowing them to leave a genetic sample one day and return the next day to discover that four SNPs of DNA had been analyzed overnight and translated into a unique musical track.

The IDEO team developed the concept, prototyped it with scientists, musicians, and sound engineers, and designed every element of the physical and digital experience—from the swab kit and packaging, to the built space and listening stations, iPad app, and other digital touchpoints. At the heart of the experience was music, including an algorithm that could generate 6500 unique musical combinations to reflect the genetic diversity of the TED participants.

Genentech’s “Infinite Variations” exhibit at TED2012 created the world’s first genetic symphony, an innovative and colorful blend of science and music. With the exhibit, Genentech sparked novel, approachable conversations about the role of genetics in medicine.

Of the 1850 attendees, over 1100 joined the genetic experiment in music and walked away with a new understanding of personalized science—and of their own genetic makeup.

What happens when you serve kids food made with cricket flour? And what do parents think? That’s what IDEO and Bitty Foods sought to learn during a collaboration to explore new kinds of lunchbox foods as a means to discover opportunities for alternative sources of protein.

We talked to Megan Miller, cofounder of Bitty, the Bay Area startup that makes delicious foods with cricket flour, about the collaboration.

Listen to the full audio story below, or go to Soundcloud.

Designers often have the biggest impact when they reimagine the relationship we have with everyday utilities, like those in the kitchen. Decisions as straightforward as the height of a stool can change the fabric of everyday life.

One great example is Austrian designer Margarete Schütte-Lihotzky, the woman who arguably had more impact on modern kitchen design than anyone in history. In celebration of International Women's Day and as an homage to my own grandmother, I wanted to tell her story.

The “fitted” kitchen

I discovered Schütte-Lihotzky on a recent visit to The Design Museum London, when I went to see the “Designer Maker User” exhibit. I'd never heard of her before, but she is credited with creating the first modern, efficient, "fitted" kitchen in 1926. A "fitted" space means that units are attached to a wall rather than free-floating. It was the first time someone thought to design for cooks instead of home builders.

Schütte-Lihotzky worked in the Municipal Building Department in Vienna, which controlled all aspects of housing, but as a newly-graduated architect, she had little experience with cooking. Instead of letting that naiveté hold her back, she embraced her beginner’s mindset and embarked on an early form of design research, interviewing and observing women in their homes and using film to conduct time-motion studies.

She found that women were spending their entire day preparing, cooking, and cleaning. This endurance activity started with trips to the local store, as fridges and storage units were not the norm and food would spoil within a day or so.

To add to the challenge, the stove, sink, and pantry were installed without any consideration for food prep workflow or the relationship between tasks, and work surfaces were installed at varying heights, putting strain on women’s bodies.

From her interactions with everyday cooks and the application of factory-line principles popularized by Henry Ford, Schütte-Lihotzky introduced her replicable, affordable, space-saving, and egalitarian “Frankfurt Kitchen,” named after the New Frankfurt initiative to address the city's shortage of public housing in the 1920s.

Each kitchen came with a swivel stool, a gas stove, built-in storage, a garbage drawer, and an ironing board. Schütte-Lihotzky used resilient materials like oak to repel critters from getting into perishables and installed aluminum storage bins for staples like sugar and flour. The main objective was to free up hours each day for women to devote to other pursuits.

Within a few years, 10,000 of Schütte-Lihotzky’s units were installed in apartment buildings across Frankfurt, and her design became the model for all subsequent Western kitchens. Her work reframed women’s relationship with cooking and set in motion a radical wave of change.

My grandmother, Ruth Kandel, who was born in Frankfurt just as Schütte-Lihotzky's work started getting acclaim, would often tell me about her upbringing—that her purpose in life was defined by “Kirche, Küche, Kinder” (church, kitchen, children.)

While she loved her husband and children dearly, she also dreamed of becoming a lawyer or a social worker and contributing to the world beyond her kitchen. I feel extremely blessed to have had women like Schütte-Lihotzky blaze the trail through design, freeing up my time so that I’m able to embody my grandmother’s desire to go forth and create.

Can the design of today’s food liberate us further?

Now that I’m at IDEO, I have the opportunity to carry Schütte-Lihotzky’s work forward. We partnered with IKEA to think about the future kitchen—how we might design it to be more efficient and use less energy while making it easier for home cooks to feel confident about preparing healthy food.

We also worked with a startup called INFARM to design modular, stackable units that use far less soil, water, and space to grow food at an optimal light and temperature. Because of the compact size of the units, you could install one in your own home kitchen, or stack them up to feed thousands of employees a day during winter months when produce typically has to be shipped in from far away. Good for cooks and good for the planet.

People used to say that a woman’s place was in the kitchen. Today, thanks to pioneers like Schütte-Lihotzky, a woman’s place is anywhere she wants to work.

As a designer who loves to cook, I’m intrigued by the way kitchen design has enabled me—and generations of women who came before me—to spend less time preparing and more time enjoying the food we make, so we can move on to other things.

Small cities provide the character that comes from not having the world’s largest corporations on their hips. Communities are close-knit and form at a slower, more intimate pace. And cultural spaces in those locales are stronger for being able to bring people from diverse backgrounds together to have a dialogue that goes beyond a town hall meeting.

Designing a design community

After graduating from Florida State University and working professionally in Tallahassee, I started to realize that there were a lot of talented folks who were brought up in the community only to eventually light out for a larger zip code—taking their skills and passion with them. At the same time, I saw the community starting to rally around Domi Station, its growing co-working space and tech incubator,.

Wanting to pull those threads together, I quit my job at the large ad agency where I worked to form a creative collective called Foremost, which does international design work and supports local startups and events to help grow Tallahassee’s design community.

Today, when I’m not busy with my day job designing emerging technology at IDEO’s CoLab, I volunteer with Foremost. Our latest project, led locally by my business partners Jake Kiker, Lucas Lindsey, and Micah Widen, is a physical space created for the local community. We call it Happy Motoring.

Finding our station

It all started with an abandoned Esso gas station on the Southside of Tallahassee. I was ecstatic when Foremost bought it in 2015 to create a community space. The mid-century design of the building was (and is) beautiful, something to be preserved, and we knew that creating something locals would get excited about meant bringing them in as co-creators.

So we organized an event where Southside inhabitants could tell us what they wanted, inviting our friends at Street Art Tallahassee to put together a pop-up gallery and Juniors Roasted Coffee to host a campfire that would bring people together.

A shared vision

Part of what I wanted to do in creating Foremost was to show the city how many talented creatives live here. So, for the community event, I rallied five of the best young artists I knew in the illustration scene to battle it out in a Battle of the Boards (based on Ink Wars, an awesome event series put on every year in Georgia at Creative South.) The illustrators were each given an inspirational word and an hour and a half to fill an eight-foot board. The theme was "knockout."

We reserved two of the boards for the Southside community to write down their ideas—big, small, impossible, and plausible—about what the space might become.

Video by Conner Hill.

Building community comes from listening to diverse voices. Too often, we divide ourselves into bite-size neighborhoods or groups that lack a space for hearing each other out. We hope Happy Motoring will become that space—by giving everyone a chance to contribute, we’ll have all of the pieces we need to start building something local and real.

Want to do the same in your hood? It might be easier than you think. Organizations like the Knight Foundation fund grassroots urban innovation in cities. You can start small—create a meetup group, find someone with an empty lot and start a weekend market, or invite some food trucks and organize pop up events. Plant a community garden. Hold group bike rides. Whatever feels right to gain trust and start a dialogue in your hometown.

And if you’re interested in joining the next event in Tallahassee, be sure to follow our updates and join us for Happy Motoring Station’s official launch on March 8, 2018!

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When you hear about “design hubs,” your mind may not instantly jump to Tallahassee. But small communities have just as much passion for design as larger metropolises—they just lack the resources to attract the same attention. Though I live in a big city now (Boston), I learned a lot about the importance of community from working and growing up in small towns in Florida.

Sure the game is fun (although neither of us is very good), but what interested us more were the distributed locations of the courts around the city. Spread out across the city like sprinkles on a hipster cupcake, these tennis courts would be a great new way to explore San Francisco. And it would keep us busy for at least the next couple of years of Saturdays.

There was only one problem. I couldn’t find a decent tennis map of San Francisco. I wanted a map that was useful, of course, but also one that was well designed. So I decided to make one myself and give it to my wife as a birthday gift, with the goal of making it attractive enough that she would agree to hang it on our wall, but also useful enough that we would actually make it a centerpiece of our new Saturday hobby. And lastly, I wanted to visualize the MUNI bus routes to each court (since—oddly—riding the bus is another avocation that my wife enjoys).

My starting point was the only map I could find—a fantastically unattractive google map that shows the tennis courts of San Francisco in 2003 graphic design glory.

A tennis map of San Francisco in all its 2003 graphic design glory.

But this was a start! I downloaded it as a KML file. What’s a KML file? It stands for “Keyhole Markup Language” (I have no idea what this means), but what it does is important. With a KML file of the tennis courts, I could manipulate the data file in ArcGIS or QGIS, two enormously powerful pieces of cartography software. For anyone looking to get into amateur cartography, I strongly recommend GQIS. It works on a Mac (which ArcGIS doesn’t) and its cost (zero dollars!) outweighs its bugginess.

My next stop was DataSF.org, which has lots of great open source data, including maps of the city. What I was looking for here was something called a Shapefile, a geospatial data format that nerdy geographers use. I found one corresponding to San Francisco neighborhoods and another for San Francisco parks. Lastly, I found one for the MUNI bus routes of San Francisco.

Next it was off to QGIS to combine my various datasets into a single map.

First there were neighborhoods, then tennis courts, then parks, then bus lines.

With a couple of tweaks, I was able to label the tennis courts and isolate the MUNI bus lines according to route number, so that it looked less like a giant red spider web.

There are many a professional cartographer out there who would have kept playing in QGIS to make their map a bit prettier. But I’m a designer, and the sooner I’m able to get out out of QGIS and into the Adobe Creative Suite, the happier I feel (and the higher likelihood that the final design of the map will be something that someone is willing to hang on a wall). Luckily, QGIS has an option to export a file as an SVG file (a vector format that can be opened by Illustrator).

Post-export, the file looked like this.

You wouldn't hang this baby on the wall?

Wait, what? Why does it look worse? Totally natural and easily fixable. I isolated each layer (parks, tennis courts, MUNI Lines, neighborhoods) and then got to work playing around with colors and stroke weight and other good stuff, all of it so much easier because I was working with a piece of software most designers are familiar with.

At some point during this process, my day job at IDEO led me to Amsterdam. While there, I was inspired by the fantastically-designed Dutch train maps and a pro tip from my graphic designer colleague (Anthony Stimola) that the Dutch font of choice is DIN. Back in front of my computer, I created a look and feel for the map inspired by my travels.

A trip to Amsterdam inspired the look and feel for the finished map.

Next up was the laborious process of determining which bus lines one could actually take to each tennis court. My approach was 100% analog, starting from the top of the alphabetical list of tennis courts (Alamo Square) and marching straight through to the end (Youngblood Coleman), noting all of the bus lines that had a stop within reasonable walking distance to a court. I discovered that Helen Wills court in North Beach takes the prize as most MUNI-accessible tennis court (it's served by nine bus lines!), while five tennis courts around the city are served only by a single bus line.

The painstaking work of manually matching tennis courts to nearby bus lines.

Lastly, I considered how this map would be used. Of course I was hoping that my wife (and others) would find it attractive enough to hang on a wall in full analog glory. But this is 2018, and in order to be useful, the map also needed some connection back to the digital world. I added GPS coordinates and a clickable URL link to a Google Maps location for each tennis court.

A detailed view of the court's location and the corresponding bus routes

That’s it! My wife was happy with her birthday gift, and agreed to hang it on our wall. This past weekend, we used our new map to find the McCoppin Square court in the Sunset neighborhood. A few minutes after we started playing, two women arrived. Unfortunately, they would need to wait until our 30 minute time limit had elapsed. Eager to play, they asked us if we knew of any other tennis courts in the area. In fact, we did. I texted her a PDF of my new map and off they went to a nearby court. Hooray for the power of a good map!

My wife and I are city people, and our only family car is a Vespa that is much too slow to cross any bridges. So most weekends, if it’s nice out, we’ll chart an urban hike through San Francisco, targeting a different neighborhood and a different park. This has kept us occupied for the last few years. But they don’t call it the 7x7 for nothing—San Francisco is actually a small city. So my wife and I have started to play tennis.

7:10 AM: A Reluctant Jog

I run to Fort Greene Park, where I’m rewarded with a Seurat-like tableau of what seems like all the dogs in Brooklyn. I’m not a jogger, but I’m doing a six-week food-and-fitness challenge with coworkers. I'm grateful for the peer pressure, because it may be the only thing keeping me going.

7:45 AM: A Bristling Problem

As I brush my teeth and stare into my rusty medicine cabinet, I decide it’s time do something about the crowding in there. Since the space is so small, I probably can’t find an off-the-shelf fix, but maybe I can come up with a bespoke solution.

8:35 AM: Swift Passage

This sweeping view across the East River and the Manhattan skyline is my favorite part of the morning commute. It reminds me of the hope and excitement I felt when I first moved here 12 years ago. On the way, I steal some winter fashion ideas from my fellow commuters, noodle through a crossword on my phone, and listen to a podcast about the perils of multitasking.

9:10 AM: I Loaf This Place

IDEO New York sits on an invigorating corner of the city where tourists, tchotchkes, and street food collide with colorful chaos. Upstairs in the studio, the best part of the week awaits: A selection of delicious, crusty bread and a variety of spreads. It’s Loaf Day! Bonus: Someone has scrawled on the kitchen chalkboard: “Might as well face it, you’re addicted to loaf.”

10:00 AM: Team Standup

Our project is about investigating how cities and workplaces can support human potential and resilience. Today we’ve got a lot to do, including hosting some research participants in the afternoon. Deliberately coming together at the start of each day helps our team align and stay on track. In our project space, we take turns sharing our energy level on a scale of 1 to 10 and write a long punch list for the day.

10:30 AM: Download & Synthesis

We’ve spent the last few days traveling for research and speaking to lots of people in the field. We transcribe the important things we’ve learned, filling Post-it notes and boards with quotes and observations. We start move things around into clusters, looking for patterns that will lead us to insights. One theme we're seeing is how hiring systems often overlook valuable skills that are hard to quantify, kicking qualified applicants out of the process early. “So much of the hiring process is gaming to get past the system,” reads one quote.

11:30 AM: Scrappy Prototyping

We take a break and head to the office makespace. We think we might want to make something printed, so we grab some construction paper and markers and each create some prototypes. Should we make a gallery walk of posters? A tabloid-size newspaper printed on pulp? Maybe a giant book with an accordion fold!

12:30 PM: Fun With Lasers

It's lunchtime and I can’t stop thinking about the toothbrush situation. I make some quick sketches of a slot-in shelf that would allow the toothbrushes and toothpaste to sit above the floor of the cabinet, still be easily accessible in the short vertical space, and cover up the unsightly rust. I transfer the specs to Adobe Illustrator, grab some spare acrylic, and fire up the laser cutter. A few minutes and a little glue later, I’ve got a prototype of a tiny shelf that I can take home and try out.

3:00 PM: Learning from Users

As part of our research, we’ve invited a few people into the studio to share how they think about themselves in relation to their jobs. We take them through a hands-on exercise, asking them to pick objects that represent the key attributes and skills they value in themselves. As they describe their collections, we begin to see a rich picture of their work-life experiences and connections.

4:30 PM: Moodmaking

I gather visual inspiration for our deliverable. I troll design sites, look through books, and research brands and designers that have been on my radar recently. As I pin up images, I think about how the various elements of typography, color, photography, illustration, and scale could come together to create a unique look and feel for everything we’ll design for our client and the people they serve.

6:30 PM: A Melodic Exit

Time to head home. As he often does at the end of the day, Jared, our experience lead and sometime maestro, is slaying with some live guitar and singing. Today he’s accompanied by Kati on ukulele, and together they send us off down the elevator to the strains of "Wild Horses."

7:20 PM: Installation

It’s in! The tiny shelf is a big improvement, but in practice it’s still a bit tough to reach the toothbrush in the back. Next iteration needs more simplicity and maybe some better color matching. It’s back to the sketchpad for tomorrow’s prototype.

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When people ask me what I do for a living, what I really want to do is just show them. For me, graphic design is about finding the best way to bring ideas to life: posters, film, installation, animation, or even objects. So, a day at IDEO is following ideas wherever they may lead and getting distracted (I mean, inspired) along the way.

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.