Have you ever had that gnawing feeling, just as you’re sitting down to your computer at work, that you’ve left the central heating on at home? You’re not alone. Rising concern about wasted energy and the financial cost of unregulated thermostats, as well as the convenience of a connected and cozy home, all point to the rise of the smart thermostat. Berg Insights projects it’ll grow 64.7 percent over the next five years.

Founded in Munich in 2011, tado° is Europe’s biggest maker of smart thermostats and air-conditioning controls. Looking to grow, tado° approached IDEO, a longtime collaborator, with a late-stage prototype for a new, wall-mounted gadget to connect any air-conditioning unit to the web so it could be controlled remotely through a smartphone app.

Dubbed tado° Cooling, the device recognizes when people leave their house and heats or cools the house upon their return. The brand tasked IDEO with a three-fold goal: gauge interest in the device, raise brand awareness, and work out product/market fit.

After stakeholder interviews, research, and prototyping, IDEO supported tado°’s team in refreshing the industrial design of the hardware and creating a distinctive yet unified user-interface language for the brand’s existing and future products.

To work out what potential customers thought of tado° Cooling, tado° turned to a novel research medium: Kickstarter. Its ultimate goal? Knowing whether people would part with their money for one. The IDEO team provided an overarching crowdfunding strategy, including funding goals, giving tiers, and marketing, and shot the brand’s Kickstarter campaign video.

As a result, the campaign burst through its $150,000 funding goal to $200,000, and scored coverage in a raft of tech media outlets including TechCrunch, GigaOm, TheNextWeb, Engadget, and PC Magazine. After hitting its “stretch goal,” tado° is adding non-A/C device controls, a Windows Phone app, and IFTTT and Jawbone Up integration.

In addition to media coverage, and showing the public’s appetite for the device, the Kickstarter community’s conversation unearthed further user insights that fed into product development, according to tado° head of design, Jens Pohl.

Buoyed by that success, tado° enlisted IDEO to translate user insights and a big-picture overview of the connected home sector into new services to enhance the device’s UX, and introduced new business models to strengthen its European brand strategy. Early visual concepts, learnings, and evidence from this exploration supported the brand’s investor pitch, securing a further round of $15 million venture capital.

Dr. Reddy’s, a 36-year-old global pharmaceutical company headquartered in India, was growing at a rapid pace. Over the years, the company’s main focus had been on producing affordable generic medication. But with more than 24,000 employees and seven distinct business units operating in 100 countries, there was an urgent need to identify a core, unifying purpose—one that would articulate a set of shared values and align leaders on key business decisions and goals.

G.V. Prasad, the company’s Co-Chairman and Managing Director, knew that the vision had to be simple and elegant–an emotional drive that every employee across the company could relate to and act upon.

Prasad partnered with IDEO to distill the focus that would align the company. Over the course of several months, Dr. Reddy’s team worked with IDEO to learn about the needs of everyone, from shop floor workers to scientists, external partners and investors. Together, they defined and distilled the essence of the company, paring it down to four simple words that center on the patient: Good health can’t wait.

The simplicity of these words belie their power. According to Prasad, the newly articulated purpose has resonated across the company, changing the whole culture of the organization. The idea of infusing a sense of urgency and nimbleness to their systems as a means of serving their customers has had a direct application in almost every corner of the business. Employees connect the message to their own experience, and each of the different business units are now moving towards a common goal.

A Shift Inside

“Good health can’t wait” has become a powerful recruitment tool and employee rallying cry. It makes clear that the company is in the business of serving patients, not just creating products, no matter how innovative or affordable. This has given a new sense of meaning to all personnel, from frontline sales representatives to senior leaders to scientists. Many key decision-makers, including new CEO Erez Israeli, share that the purpose statement inspired them to join the company.

Articulating Dr. Reddy’s purpose has empowered these employees to take risks, experiment, and work together. For example, the marketing department has refocused its efforts on finding solutions that improve patients’ consistent use of their medications. And motivated by the idea that patients can no longer wait for a cure, employees from different disciplines are coming together to find inventive ways of bringing new products to market in record time.

“The website medznat.ru required immense collaboration between various teams—medical, information technology, marketing, and analytics,” says Mvsma Raja, Head of Strategy and Marketing for Emerging Markets. “This served as a platform to bring the latest happenings in the area of pain management to doctors in Russia, who we learned are looking for the latest medical updates on the go.” Building on this cross-functional collaboration and momentum, Dr. Reddy’s established an internal design studio dedicated to using consumer insights and rapid prototyping to drive innovation.

New Offerings

“Our brand belief has inspired how we’ve thought about our future growth,” says CEO Erez Israeli. The new purpose unlocked a series of initiatives, including the aforementioned website for Russian physicians and innovative pill packaging that helps patients better understand their instructions.

Purple Pack is a new type of pill package that ensures that vital information like the expiration date is not torn off and thrown away. Born out of Dr. Reddy’s in-house design studio, Purple Pack allows the pharmacist or patient to mark their daily dosage and reminders on the packaging itself, as paper prescriptions are often misplaced.

A Business Boost

“Good health can’t wait” has not only attracted and unified talent and inspired new offerings, it’s boosted both sales and profit. For example, Dr. Reddy’s generic oral diabetes medication, Metsmall, has become the fourth largest brand in India based on the number of pills sold. The medication is distinct from competitors’ versions in that the pill is smaller and easier to swallow—a clear embodiment of product development oriented around the patient. With its signature Purple Pack convenience packaging, the medication has been one of the fast-growing Indian pharmaceutical brands over the last two years.

Looking ahead, both Prasad and Israeli hope to continue building a purpose-led culture that influences the business from the inside out, inspiring employees to be empathetic and responsive and realizing its mission to deliver good health to all.

In 2006, the MacArthur Foundation made what became a big bet about the future of education, shifting its attention away from the traditional school-based model of reform toward a more youth-centered approach.

By 2014, the bet was starting to pay off, but for it to really succeed, it needed an innovative path to scale and an entrepreneurial approach to sustainability. That’s when MacArthur came to IDEO for help in designing a new organization.

Together, IDEO and MacArthur set out to transform the foundation’s efforts into a self-sustaining enterprise that could balance the social responsibilities of a nonprofit with the lasting viability of a business—an opportunity that was as much about designing a new infrastructure as it was about creating a new culture.

Using a novel prototyping process, IDEO created three illustrated scenarios to tell different versions of LRNG’s possible future, each with an alternative portraiture of its purpose, vision, operating structure, product portfolio, and business model. Through a playful, modular storytelling structure, the stakeholders considered the potential trade-offs of the different approaches and how to prioritize their organizational goals with clear definitions of success.

These different future-forward scenarios helped funders and partners grasp a radical organizational vision, as well as a clear operational model that was go-to-market-ready.

In October 2015, the MacArthur Foundation launched Collective Shift, the organization behind LRNG, with $25 million in seed funding and 30 partners, including Arizona State University, Gap Foundation, the Boys & Girls Clubs, Electronic Arts, and musical artist John Legend.

Based on the scenarios created by IDEO, LRNG is dedicated to creating a “learning as a lifestyle” movement that will transform the learning landscape and close the equity and opportunity gap for young people.

Hundreds of millions of people, from excitable teens driving their first hatchback, to new parents going in for a minivan, have driven Fords off lots around the world since the first Ford Model A was produced in 1903. And cars have changed how we shop, travel, and work; they’ve reshaped our homes, towns, and the world’s infrastructure.

Today, Ford, along with the entire industry, is at an inflection point. As millions around the world move into gridlocked, polluted cities, the allure of owning a shiny new car has dulled. In some places, young people are driving less, and getting their licenses later or not at all. Lightening their load, city dwellers are relying on ride-sharing services and other alternatives to individual ownership.

Technology underpins that shift from ownership to usership. Smartphones, sensors, and open data have enabled new ways of getting from point A to B: from car-sharing services like Zipcar to taxi services like Uber or clever transport apps like Citymapper that help people skip effortlessly between the bus, a shared bike scheme, and renting a car.

While the owner of the very first commercially available Model A—Chicagoan dentist, Ernest Pfennig—couldn’t see more than a century ago how cars would change the world, Ford is squinting into its future by prototyping it now. Building on a longstanding relationship with IDEO, the carmaker approached us, along with a number of other partners, to undertake two of 25 experiments exploring a car company’s place in the changing world of mobility.

The first, Data-Driven Insurance, investigates a new pay-as-you-go insurance offer based on people’s driving behavior, as measured by a small adapter plugged into the car. The second, Infocycle, plots a snapshot of how bikes traverse the city and interact with cars and public transport by using Ford’s open source API, Open XC, to track cyclists around San Francisco.

Tackling the tangled ecosystems of bike sharing, private cars, and open city data proved an international effort. The two projects brought together a multidisciplinary team of researchers, hardware and software developers, data scientists, and interaction, industrial, and business designers from IDEO’s San Francisco, Palo Alto, Chicago, and London studios.

Have we cracked the future of mobility? Probably not. And that’s okay, says Fields. Smart mobility is simply part of Ford’s journey of evolution. Along with global competitions, collaborations with universities, and opening up their hardware and software platform Open XC, these experiments help Ford meet the needs of a fast-changing mobile world. “As we drive innovation in every part of our business,” Fields said, “we are determined to learn, to take risks, to challenge custom and question tradition, and to change our business going forward.”

More information on Ford’s Smart Mobility projects can be found here.

So why not have a camera provide a live feed of the spot where food is left when it’s up for grabs, so everybody can know when it’s time to raid the kitchen? Having recently worked on a project that explored embedding sensors and technology into living and working spaces, I was inspired by the Food Cam. I was also itching to learn how to prototype using a Raspberry Pi, so when I returned to IDEO Chicago, I hacked together a very similar version to install in our kitchen, with the addition of a fun little twist to make it our own.

I took a Raspberry Pi with a camera module and Velcro-ed it right above the kitchen counter where we typically put leftover food. I cobbled together some Python code from various examples I found online so that with the push of a button, the camera takes an image of whatever is on the counter and emails the photo to the whole office.

The signature twist was making the button wireless by hacking a remote doorbell chime I picked up at the hardware store. Then, in order to give this prototype some personality, I bought a stuffed banana and sewed the remote doorbell button into it. Behold, the BananaCam! Now, whenever someone leaves leftovers out in the kitchen, they can just squeeze the banana and let the office know exactly what’s on offer. It’s our version of ringing the dinner bell.

The best part about this was building something in the office just for fun, to see if people would like it enough to use it. As with any prototype, if people like using it, it will stick around. If it’s not that interesting or useful, it will collect dust, parts of it will get lost, and eventually, it will be taken down. We’ll see what happens with the BananaCam.

Everyone here likes to build things, and it's important that we don't see the office environment as too precious to tinker with. That's why we're always experimenting with new technologies and encouraging people to play around and see how they work.

Thanks to my BananaCam collaborators Garrett Winther, Emily Lam, and Julia Nacsa!

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On a recent recruiting trip to MIT, I took a tour of the Media Lab. There’s no shortage of cool things to see there, but what caught my eye was their Food Cam. The idea is simple: there are leftovers in the kitchen all the time, but people only notice them if they happen to wander past or if they see a colleague eating something tasty.

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To guard against tracking and malvertising, I use quite a few Chrome extensions:

1. uBlock
2. Collusion for Chrome
3. Disconnect
4. Facebook AdBlock
5. Facebook Ads Remover
6. HTTPS Everywhere
7. IBA Opt-out (by Google)
8. Keep My Opt-Outs
9. Privacy Badger
10. ScrewAds Plus for YouTube

The issue with many of these extensions, however, is that they tend to be a touch overzealous about what they block webpages from serving. For the average user, this can be a regular nuisance; as a developer, it's anathema to your workflow.

An interim resolution, hardly a solution

Unless explicitly specified in chrome://extensions/ via the “allow in incognito” option, extensions are, by default, disabled in Chrome's incognito mode. As a result, a series of five key commands had become nothing short of a reflex action for me whenever it appeared as though content might be missing from a page:

1. ⌘ + L (highlight the current URL in the omnibar)
2. ⌘ + C (copy URL to clipboard)
3. ⌘ + shift + N (open new incognito window)
4. ⌘ + V (paste URL from clipboard)
5. enter (load URL in incognito window)

As a developer and no stranger to the command line, I use keyboard commands and shortcuts whenever possible. Because of this, I had become pretty quick at performing the above sequence. But when you've clicked within a video or any such action that shifts keyboard focus from the browser to a plugin, the sequence can no longer be quickly performed.

Moreover, as a product designer, I knew I wanted a better user experience for this set of actions; specifically, I wanted a one-step process. As my desire for a solution mounted, so did the frequency with which I complained about this broken workflow to my colleagues.

Stop critiquing, start creating

Recently, my wonderfully talented colleague and friend, Simon King, wrote a piece with the above title about an iOS app he created called News Now. In the article, he explains how his frustration with the irregular listening experience of the official NPR app led him to create News Now. He also includes a quote from LCD Soundsystem's venerable frontman, which every designer should take on as a personal mantra:

The best way to complain is to make things.

James Murphy

With the above mantra in mind, along with a suggestion from Simon himself that I might explore a browser extension as a solution, I set out to solve my problem. A quick perusal of the developer documentation for Chrome extensions led me to chrome.window.create—a method that accepts an optional incognito parameter — and I knew I was good to go.

Next step: How to create an extension? My research immediately led me to the excellent Extensionizr, an open-source boilerplate generator for Chrome extensions. Through helpful tooltips for each of the many options, I learned I needed a browser action, background.js event page, permissions to access the browser's open tabs, and no options, overrides, content scripts, or add-ons.

A press of the “Download it!“ button and a few lines of JavaScript later, my issue was solved and I had written my first Chrome extension. All that was left was to follow Google's instructions on packaging and uploading, and a few minutes later, my work was live in the Chrome Web Store:

A happy accident

As it turns out, opening a page in incognito mode initiates a new browser session in which you are logged out of every account. This enables you to quickly browse a site outside of your filter bubble and compare it to the page you see when logged in.

Shoutouts

It goes without saying that I owe a huge thanks to Simon both for his inspiration and his suggestions.

Thanks also to Alex Wolkov, the developer behind the awesome Extensionizr. If ever you're writing a Chrome extension, this boilerplate generator will save you quite a lot of time.

In need of an icon for my extension, I turned to the excellent Noun Project. I knew I wanted to use a mask icon to visually reference Chrome's incognito mode, and the Noun Project has no shortage of options. But when I saw Jason Voorhees of Friday the 13th franchise fame, the choice was an instant and obvious one. Jason comes from the amazing Icons8.

Open In Incognito is available on the chrome web store here. The project's source code is available on GitHub.

The issue of Internet privacy is a challenging one. No one wants their every click and page view tracked, catalogued and shared across countless databases of the thousands of advertising partners working to serve the most targeted marketing efforts that have ever existed.

The process culminated with the creation of Edison, a dynamic, interactive lighting installation for the hotel’s entrance. It’s a permanent architectural element that physically represents the networking and trafficking of data that’s happening all around us, especially in Silicon Valley—the hidden stuff that makes this place what it is.

Edison is a moving sculpture controlled by open-source code in which 100 light bulbs continually change position and brightness to visualize different data flows. The idea started half-jokingly: we were kidding around about the idea of attaching a light bulb to a system of pulleys so it would follow you through the lobby and alight above your head, glowing like a bright idea—the Epiphany, get it? After the cheesiness of that idea subsided, it led to a more serious exploration of the possibilities of the light bulb and ways to modernize the old, inefficient technology with hyper-efficient LEDs. The re-engineered bulbs would represent the idea of Silicon Valley standing on the shoulders of past inventors, and would also simply be beautiful to look at. From there, we mapped out how to make the bulbs live, move, and respond to the space.

Once we had all agreed on the concept, we launched into an entirely atypical design and engineering process, which I would loosely describe as, “OK… go!” We needed to make certain elements: a bulb that hung on a wire, a spool that rotated to move the bulb up and down, a motor to power the spool. But the design specifications of each of those elements were interconnected: for example, the weight of the bulb would dictate how powerful the motor would have to be, the motor would dictate the spool design, the spool design would dictate the motor controller needed to achieve the motion, and the motor controller would dictate the power supply we would need. But the design of the light bulb, and likewise every other part, was pretty nebulous at the beginning.

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So we separated out what we did know: we’d have to transfer power from the spool to the wire, which is constantly rotating, in order to illuminate the bulb. We could begin to solve that problem (slideshow above), but we had to design the solution to be adaptable to integrate with a constantly evolving spool design. Likewise, we specified capabilities for the spool (slideshow below), knowing that whatever we created would have to be able to adapt to different motors and different bulb designs, depending on what kind of bulb we ended up using and how fast we wanted it to move.

The same went for the software and electrical elements. We didn’t know what exact motor controller we were going to use, but we knew it was going to have to process position and velocity commands and acceleration rates (slideshow below). From these basic starting points, the entire team began working in parallel, keeping each element as modular as possible so elements and features could be switched out as needed while still being able to integrate with one another.

This kind of parallel process is not all that unusual with software development, which is why we have version control software like GitHub, which lets you continually push the most recent iteration to a central place so everyone stays updated. Unfortunately, there is no equivalent system for a process that spans electrical, mechanical, and software engineering, three totally unique domains, each with its own tools and protocols. So our interface was literally face-to-face: “I think this thing I made will work; will it work with the thing you made?” We would make sure whatever we were making would integrate with the current state of what everyone else was making, and then we’d all go off and figure out a few more things. Every time one piece of the puzzle was locked into place, other elements became more defined.

Central to the aesthetic and effect of Edison is the bulb, which was both a technical and visual challenge. We wanted to give a nod to the original Edison bulbs but use modern LED technology. We tried—and scrapped—countless prototypes made by repurposing off-the-shelf components (bulbs rummaged from Marine supply stores, bulbs imported from Europe and Australia, even a ready-made glass shell in which we placed our own custom-designed PCB, which used a clear solder mask to create the warm copper color of the original Edison filament bulb). Fortunately, we were introduced to EfficientNow, a local LED startup that worked with us to co-design a variant of their AC bulb that operates on DC power, which is a less expensive and more efficient choice for programmatically controlled dimming. As a finishing touch, we dressed the bulb assembly in a machined aluminum housing that reflects the other lights around it and helps create the warmth and effect we wanted.

Edison’s defining feature is its ability to dynamically respond, meaning the movements and the animations do not need to be preset but can be generated on the fly.

This lets people engage with the installation on different levels. You can understand and appreciate that it moves in response to data, or you can simply enjoy it on a purely visual level, without knowing anything else about it. Eventually you’ll even be able to direct its motion by typing in a few lines of code. We designed Edison to be able to respond to you and change the tone of the room, to make the space feel alive. I’m hesitant to use the word “magical” because it sounds cliche, but it describes a really meaningful experience of seeing something captivating and knowing that even though it looks effortless, there must be a world of complexity behind it, and yet the captivation halts your brain from diving into the “how” of it. That’s the experience I hope we achieved with Edison. You don’t really want to pick apart how it’s done; you just want to experience it.

Read more about Project Edison here.

It’s easy to rely on cliche and buzzwords when describing Silicon Valley, but expressing an authentic sense of place is a much more nuanced task. IDEO began working with Joie de Vivre hotels on their new Silicon Valley location before the building was even constructed, figuring out how to communicate the innovation and idealism of the valley through the building’s architecture

The Ha-Ori shelter was inspired by the folded leaves of the Hornbeam tree, which are lightweight and strong. People kept telling me that it was perfect for Burning Man, in both look and function. But what they didn’t know was that I hadn’t figured out how to add a good ventilation system for hot climates, so the shelter would actually have been way too hot for the desert. I vowed that I would only go to Burning Man if I brought a new iteration of the shelter with me, specifically designed for the desert weather. It took me a few years, but eventually I got together with a few other IDEO designers and we built a cool, shady Burning Man yurt. We’ve since brought the yurt to three “burns” and it still stands like a rock and is fully functional.

The idea for Blumen Lumen came up during one of those trips to the Black Rock desert. For most of the year, the Burning Man site is lifeless. The soil is dry and alkaline, so nothing grows there, and in the arid summer season, no animals ever cross it. It occurred to us that bringing flowers out there would bring a little bit of life, beauty, and love to the desert, which is a big part of what people are looking for at Burning Man. And we could use the same lightweight, folded construction that we had proven to be efficient and durable with the yurt.

The idea is for the installation to appear like a mirage in the barren, hostile desert. Seeing the flowers on the horizon, you’ll have little idea of their scale, but as you get closer, you’ll realize that it’s a true oasis: a gigantic garden of flowers up to 20 feet tall.

And then you’ll see that the flowers are discovering you as well: The blossoms open and close when they sense that people are nearby, and Arduino-controlled LED strips hidden inside the flower buds change color and intensity in response to movement and sound. The flowers contain infrared and ultrasonic sensors that detect a person’s approach, and a central computer parses inputs from the sensors and wirelessly controls and coordinates the individual blooms.

The opening and closing of the flowers is not only a beautiful motion, it is also an essential safety measure so the flowers can withstand the high winds in the desert, which can reach more than 60 miles an hour. Making the flower strong enough has been one of the biggest engineering challenges of the project.

The flower buds are made from two sheets of 5-by-10-foot corrugated polypropylene, which is very strong for its weight. We rout out lines on both sides of the sheet to create fold guides that determine where and in which direction the sheet should fold. (We learned when building the yurt that this process is very time-intensive when done by hand, so this time we outsourced it.) The sheets are then folded and welded together on both sides.

For the opening and closing mechanism, we built a telescoping “stamen” out of PVC pipe and connected it to 12 aluminum struts, which are then attached to the origami structure of the petals. The mechanism works like an upside-down parasol, which is lovely, but it means that we are fighting gravity, so we had to create a lot of force in order to close the flower. We experimented with pneumatic pistons, but bringing compressed air to the desert seemed impractical, and we felt we wouldn’t achieve an elegant enough motion. We’ve since gone through three different iterations of actuators, and we ended up with a 150lb, 18-inch linear actuator with a worm drive. It’s a lot slower than other actuators we tried, but it’s also cheaper, and it provides a lot of force in a small package. Best of all, it cannot be back-driven, which means we don’t need any electricity to keep the flowers shut.

The stem is made from a 4-inch PVC pipe, which slides over a 10-foot-long steel pipe that is screwed into a base in the ground. The base is also made of steel and is dug three feet into the earth, with four 4-foot outriggers that reach out horizontally and are also buried underground. We wanted the stem to have a graceful, natural curve, but we found out that bending 4” PVC pipes is not easy. We ended up using a weed burner to soften the PVC and then bending it over a curved wooden template. To make sure the tube doesn’t collapse, we capped it on both sides and slightly pressurized it.

The diverse challenges of this project required a whole team of industrial and interaction designers as well as mechanical and digital engineers, all passionate (crazy?) enough to spend many nights and nearly every weekend for months making this surreal flower garden a reality. As you might have guessed, every person on the team either works at IDEO now or has in the past. Where else would you find such talented wackos?

You’ll be able to check out Blumen Lumen even if you don’t make it out to Burning Man—we received an initial grant of $6,000 from the Black Rock Art Foundation to show the piece in public spaces around San Francisco. The grant facilitated the exploration and prototyping phase, but to fulfill our complete vision of the project, we are now trying to raise $10,000 on Kickstarter to build the rest of the flowers and buy four solar panels, batteries, and a small generator. Chip in, and come see us in the desert!

The core team for Blumen Lumen includes Beau Trincia, Jesse Silver, Jimmy Chion, Remy Pieron, Nivi Ramesh, and Joerg Student; we had big contributions from Chris Glaister, Steve Moore, and Marco Triverio.

When I moved to the Bay Area to join IDEO, I had never even heard of Burning Man. But once I got here, it came up almost every time I showed someone my Ha-Ori shelter, a collapsible origami structure I designed and built while studying at the Royal College of Art in London.

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.