kate spade new york has been an iconic fashion brand since the early 90s, when its handbags first stormed the Manhattan fashion scene. Since then, the company has expanded and evolved into a global lifestyle brand.

With e-commerce reshaping the retail landscape and redefining the role of brick and mortar stores in recent years, kate spade new york leadership asked: How can we make the kate spade new york specialty store experience, well, more special?

kate spade new york already held the key to a new way of thinking about a multichannel customer experience: a brand promise “to inspire her to lead an interesting life.” Hoping to bring that promise to life in store, they engaged IDEO to help make it happen. The solution was for kate spade new york to take the brand message from words to action in the form of a customized guest journey. The team created more than 100 design concepts and strategies for building a retail experience that rewards curiosity and sparks artistic and literary exploration.

“In partnership with IDEO, we spoke extensively with our customers and associates to better understand how we can provide the most engaging and fulfilling in-store experience,” said Mary Beech, Executive Vice President and Chief Marketing Officer at Kate Spade & Company. “The new store elements that we introduced speak to our customer’s personality and appetite for adventure while aiming to enhance engagement with new and existing customers.”

The team knew that striking the right balance of digital tools in in-store interactions was pivotal in allowing two people to have a more rich and collaborative face-to-face connection. The concepts include things like “pack a purse” to test drive how many everyday items can fit in different style handbags, cheeky “dare cards” that challenge customers to go on an exciting adventure with their new purchase, and digital moments like the “shoe selfie” platform that would allow a guest to share “I’m thinking about them” heels or just-purchased flats with her social network. IDEO live-prototyped a selection of concepts in stores around the country and saw a high correlation between customers’ positive reactions and their subsequent purchasing decisions.

“At kate spade new york, our brand promise is to inspire women to live a more interesting life,” said Jenica Myszkowski, Vice President of Stores at Kate Spade & Company. “Our new and improved guest journey experience puts our customers at the center, allowing us to more fully deliver on our brand promise in our retail stores with a stronger vision and purpose for our stores and our store teams.”

To deliver the newly envisioned guest service experience, the role of the sales associates needed to be redesigned, as well. The kate spade new york and IDEO team created a new role: the Muse, whose job is to live the brand promise of an interesting life and to inspire customers to do the same. The reimagined role ultimately shifted the focus in specialty stores from selling to inspiring and building long-lasting relationships with guests.

Athletes’ Performance and its subsidiary, Core Performance, were both founded on a single mission: to enhance human performance through a holistic approach to mindset, nutrition, movement, and recovery. Athletes’ Performance focused on elite professional athletes, and Core Performance provided corporate fitness programs and workouts for employees hoping to lead more healthful lives, and both found a footing in the competitive health and fitness market.

Faced with a challenge to redefine the brands, IDEO designers collaborated with the founder and integrated marketing team to unite Athletes’ Performance and Core Performance under one name that would cut across the health, fitness, and wellness markets to reach a full breadth of audiences and partners. Under a new name, EXOS, the teams created a brand identity system unified by its founding mission and focus on human performance.

For the new EXOS brand, IDEO designers created a visual language using “x” and “+” to highlight the progress from goals to achievement, as well as a system of interaction for athletes of all performance levels. The team also created a bespoke digital tool, outfitted with custom software, which gave designers both guidance within the brand guidelines and creativity to explore new products and contexts.

Imagine this: Your company has just gone through a $2 billion merger. You show up at work to find an invitation from the CEO asking you to help shape the bank’s future. This is what happened when Umpqua acquired Sterling Financial Corporation in 2014, doubling its size and resulting in the creation of the West Coast’s largest community bank overnight. With a mission to be “the world’s greatest bank,” CEO Ray Davis seized the moment to reinvest in design across the organization.

Umpqua asked IDEO to help examine the brand they had and take it to a new level. They wanted to find out: how can we leverage our strength and reputation by activating the brand in new ways to deepen employee and customer engagement and foster continued growth?

IDEO identified three core brand opportunities and a newly articulated purpose statement that became a launch pad for more than 15 different concepts to express the brand internally and externally.

Inside Umpqua, company evangelists handed out notebooks with tips on “how to be better-makers,” and associates now participate in collaborative design challenges through an internal tool built on IDEO’s OI Engine, software that fosters open innovation. The design challenges are drawing unprecedented participation of 84 percent among employees and are having a real impact on the organization. Of the five they’ve run in two years, the company has implemented three winning ideas including a buddy program for new hires or transferees that upwards of 1,000 associates could experience over the next year.

WATCH: Umpqua Bank on using the OI Engine platform

IDEO also worked with Umpqua’s team to conceive digital products including a new digital app called Raindrop that lets people bank in the way that they think about saving and spending, not the way a bank does. It’s due for release in 2016.

To introduce all of this work, IDEO set up an immersive exhibition at Umpqua’s headquarters in Portland. Teams large and small, including the executive and associates from across the company, walked through the exhibit and witnessed how the brand impacts every aspect of their business, from employee engagement to product development. It was signed on the spot by Davis, who invited employees to sign their names, too.

The sweltering summers in China can be insufferable—especially for people who like to wear jeans.

Lee Jeans, in its quest to boost its brand differentiation among an expanding market of apparel brands that also use fabric performance as their unique selling point, like Uniqlo and Levi’s, developed denim that’s cooler to wear during hot weather. It found a novel solution in an ancient material: jade. When woven into denim, crushed jade particles maintain the coolest temperature and, alongside other technological enhancements made to the fabric, pull sweat away from the body. The fabric dries quickly, creating a refreshing cooling sensation.

The immense popularity of jade in China makes the denim a natural fit for Lee’s Asian market, and although Lee’s jade-infused fabric was entirely unique, the company needed to differentiate its inventive new product from a rapidly expanding market of high-tech fabric alternatives made specifically for hot weather.

Lee and its parent company, VF Corporation, saw an opportunity to create a new product that helps position the company not just as a premium brand, but one that leads with innovation. Lee came to IDEO to help design the go-to-market and launch strategy for the new line of jade-infused fabric. Looking for insight, designers conducted research in multiple cities in China and India, seeking out those who were committed to wearing jeans despite the most extreme circumstances—the denim-clad bicyclists pedaling through sweltry city streets, the basketball players on the court, commuters who stripped to their underwear while driving and wriggled back into their jeans upon arrival. The common thread: They were all steadfast in their preference for thick, heavy denim, no matter how hot it got.

The resulting strategy for product launch: positioning jade—a traditional material that has strong cultural and spiritual meaning—as a high-tech solution for the contemporary lifestyle of young people. IDEO helped Lee name the new line JadeFusion and created a system of messaging to communicate that these aren’t just jeans—they’re jeans with a fascinating narrative woven within; a hierarchy of messaging that blends jade’s exotic premium significance with a very modern technical story. Lee salespeople learned how to share the story with customers, encouraging them to talk about jade-cooling technology at work, on the streets, and even on the basketball court.

The JadeFusion line sold out within seven weeks of its debut. The launch, which was originally limited to mainland China and Hong Kong, was expanded to India, Malaysia, and Thailand, and sales orders doubled for the following year. Along the way, Lee developed a new understanding of how to incorporate customers’ input and be open to discovery and inspiration from the very start of planning a product launch.

Over the years, Tom Kelley has observed the roles that people can play in an organization to foster innovation and new ideas, while offering an effective counter to naysayers. He shares these strategies for driving creativity forward in The Ten Faces of Innovation.

Among these approaches are the "Anthropologist," the person who goes into the field to see how customers use and respond to products, to come up with new innovations; the "Cross-Pollinator," who mixes and matches ideas, widely disparate people, and technologies to create new ideas that can drive growth; and the "Hurdler," who instantly looks for ways to overcome the limits and challenges to any situation.

Filled with engaging stories of how companies such as Kraft, Samsung, and Procter & Gamble have incorporated IDEO’s thinking to transform the customer experience, The Ten Faces of Innovation is an extraordinary guide to nurturing and sustaining a culture of continuous innovation and renewal.

About the Ten Faces

The Learning Personas

Individuals and organizations need to constantly gather new sources of information in order to expand their knowledge and grow, so the first three personas are learning roles. These personas are driven by the idea that no matter how successful a company currently is, no one can afford to be complacent. The world is changing at an accelerated pace, and today's great idea may be tomorrow's anachronism. The learning roles help keep your team from becoming too internally focused, and remind the organization not to be so smug about what you “know”. People who adopt the learning roles are humble enough to question their own worldview, and in doing so they remain open to new insights every day.

The Anthropologist is rarely stationary. Rather, this is the person who ventures into the field to observe how people interact with products, services, and experiences in order to come up with new innovations. The Anthropologist is extremely good at reframing a problem in a new way, humanizing the scientific method to apply it to daily life. Anthropologists share such distinguishing characteristics as the wisdom to observe with a truly open mind; empathy; intuition; the ability to "see" things that have gone unnoticed; a tendency to keep running lists of innovative concepts worth emulating and problems that need solving; and a way of seeking inspiration in unusual places.‍

The Experimenter celebrates the process, not the tool, testing and retesting potential scenarios to make ideas tangible. A calculated risk-taker, this person models everything from products to services to proposals in order to efficiently reach a solution. To share the fun of discovery, the Experimenter invites others to collaborate, while making sure that the entire process is saving time and money.‍

The Cross-Pollinator draws associations and connections between seemingly unrelated ideas or concepts to break new ground. Armed with a wide set of interests, an avid curiosity, and an aptitude for learning and teaching, the Cross-Pollinator brings in big ideas from the outside world to enliven their organization. People in this role can often be identified by their open mindedness, diligent note-taking, tendency to think in metaphors, and ability to reap inspiration from constraints.

The Organizing Personas

The next three personas are organizing roles, played by individuals who are savvy about the often counter-intuitive process of how organizations move ideas forward. At IDEO, we used to believe that the ideas should speak for themselves. Now we understand what the Hurdler, the Collaborator, and the Director have known all along: that even the best ideas must continuously compete for time, attention, and resources. Those who adopt these organizing roles don't dismiss the process of budget and resource allocation as “politics” or “red tape.” They recognize it as a complex game of chess, and they play to win.‍

The Hurdler is a tireless problem-solver who gets a charge out of tackling something that's never been done before. When confronted with a challenge, the Hurdler gracefully sidesteps the obstacle while maintaining a quiet, positive determination. This optimism and perseverance can help big ideas upend the status quo as well as turn setbacks into an organization's greatest successes—despite doomsday forecasting by shortsighted experts.‍

The Collaborator is the rare person who truly values the team over the individual. In the interest of getting things done, the Collaborator coaxes people out of their work silos to form multidisciplinary teams. In doing so, the person in this role dissolves traditional boundaries within organizations and creates opportunities for team members to assume new roles. More of a coach than a boss, the Collaborator instills their team with the confidence and skills needed to complete the shared journey.‍

The Director has an acute understanding of the bigger picture, with a firm grasp on the pulse of their organization. Subsequently, the Director is talented at setting the stage, targeting opportunities, bringing out the best in their players, and getting things done. Through empowerment and inspiration, the person in this role motivates those around them to take center stage and embrace the unexpected.

The Building Personas

The four remaining personas are building roles that apply insights from the learning roles and channel the empowerment from the organizing roles to make innovation happen. When people adopt the building personas, they stamp their mark on your organization. People in these roles are highly visible, so you’ll often find them right at the heart of the action.‍

The Experience Architect is that person relentlessly focused on creating remarkable individual experiences. This person facilitates positive encounters with your organization through products, services, digital interactions, spaces, or events. Whether an architect or a sushi chef, the Experience Architect maps out how to turn something ordinary into something distinctive—even delightful—every chance they get.‍

The Set Designer looks at every day as a chance to liven up their workspace. They promote energetic, inspired cultures by creating work environments that celebrate the individual and stimulate creativity. To keep up with shifting needs and foster continuous innovation, the Set Designer makes adjustments to a physical space to balance private and collaborative work opportunities. In doing so, this person makes space itself one of an organization's most versatile and powerful tools.

The Storyteller captures our imagination with compelling narratives of initiative, hard work, and innovation. This person goes beyond oral tradition to work in whatever medium best fits their skills and message: video, narrative, animation, even comic strips. By rooting their stories in authenticity, the Storyteller can spark emotion and action, transmit values and objectives, foster collaboration, create heroes, and lead people and organizations into the future.

The Caregiver is the foundation of human-powered innovation. Through empathy, they work to understand each individual customer and create a relationship. Whether a nurse in a hospital, a salesperson in a retail shop, or a teller at an international financial institution, the Caregiver guides the client through the process to provide them with a comfortable, human-centered experience.

Purchase

Know someone who might love this book? Here are some options for purchasing The Ten Faces of Innovation:

• Order the US version from Amazon
• Order the Japanese version from Amazon
• Order the UK version from Amazon
  

Essential reading for every single person in your organization—even the CEO should read it! Each page contains a nugget that's worth the price of the entire book. Wow. - Seth Godin, Author of Purple Cow and Tribes‍

Tom Kelley has unlocked the magic box of innovation for corporate America. - Bruce Nussbaum, BusinessWeek

The role of the devil’s advocate is nearly universal in business today. It allows individuals to step outside themselves to raise questions and concerns that effectively kill new projects and ideas, while claiming no personal responsibility. Nothing is more potent in stifling innovation.

IDEO Method Cards are a tool to showcase methods we use to inspire great design and keep people at the center of our design process. Each of the 51 cards describes one method and includes a brief story about how and when to use it.

It's not a "how to" guide—it's a design tool meant to explore new approaches and help you develop your own. Use the deck to gain a new perspective, inspire a team, turn a corner, or try a new approach.

Created in response to requests from clients, colleagues, students, and teachers, IDEO Method Cards are intended as inspiration for practicing and aspiring designers, as well as those seeking a creative spark in their work.

I use the Method Cards mainly as tools for process design. They are great for groups who are working on solving a particular 'How do we get from here to there?' kind of problem.

~Craig Pelkey Landes, Fast Company

Here's where you can get the IDEO Method Deck:

IDEO Method Cards are available exclusively from William Stout Architectural Books in San Francisco. Call them at 415-391-6757 or click here to purchase online.

‍

To demonstrate our process for innovation for a 1999 episode of ABC’s late-night news show Nightline, IDEO created a new shopping cart concept, considering issues such as maneuverability, shopping behavior, child safety, and maintenance cost. The show concentrated on IDEO’s design process, recording as a multidisciplinary team brainstormed, researched, prototyped, and gathered user feedback on a design that went from idea to a working appearance model in four days.

The nestable steel frame lacks sides and a bottom to deter theft, and holds removable plastic baskets to increase shopper flexibility, help protect goods and provide a method to promote brand awareness. A dual child seat uses a swing-up tray for a play surface, and a hole provides a secure spot for a cup of coffee or a bunch of carnations. One of the unique — and potentially patentable — features of the cart is the design of its steerable back wheels. Normally fixed straight for stability and familiarity, an easy sideways effort allows the wheels to turn left or right. Pushing the cart forward puts the wheels straight again.

Note: The footage of the Nightline episode featuring the shopping cart is owned by ABC. They've made it available for purchase to stream, or as a DVD, here.

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.

‍

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.

‍

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.

‍

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.

‍

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.