Since the early 1990s, Samsung and IDEO have shared a history of influential and award-winning collaboration. Together, the two companies have worked on more than 50 projects, the offerings created by this partnership spanning a broad spectrum, from a series of conceptual multimedia devices to industry-changing monitors, TVs, laptops, mobile phones and interfaces, computer peripherals, and mobile platform strategies. But beyond the design of products brought to their global market, the Samsung/IDEO partnership used the human-centered design approach to produce the innovation that ended up transforming the electronics giant’s entire business.

After years of being an industry fast-follower, Samsung approached IDEO with the idea of an immersive cultural exchange. Samsung designers, marketers, and strategists came to Palo Alto and set up a studio near IDEO to learn everything they could from the US consumer market and IDEO’s design approach. Together, the teams began to design groundbreaking electronics products, while using design thinking to look at the entire business through a new lens. By putting users at the center of the process, and beginning to understand their needs and emerging behaviors, Samsung found it could not only satisfy existing customers, but also begin to anticipate market shifts. This tipping point led Samsung to evolve into a market leader.

Samsung and IDEO created a design powerhouse, following a journey from designing products to services to experiences, interactions, and innovation that moved Samsung away from consumer electronics toward an even bigger market of back-end services and interactive and systems-based services.

Culturally, the partnership with IDEO has helped Samsung adopt new ways to integrate internal teams, a human-centered design approach and iterative prototyping, and the methodologies to merge technology and design to create a leading-edge consumer line and brand. As evidence of Samsung’s rise to being one of the world’s largest design-driven companies, the company has more than doubled its internal design teams since 2000, according to the article “Samsung Design” in BusinessWeek Online.

Some of the projects include:

LCD Computer monitors
Samsung and IDEO created the industry-standard 970P and 971P monitors, featuring clean surfaces, contrasting textures, and a simple design for a premium look and feel. Designed with IDEO founder Mike Nuttall, they won both the 2009 iF Award and a 2007 IDEA Gold award.

Brand awareness for Samsung Memory
Wanting to raise awareness about Samsung Memory’s products that enhance the performance of electronic devices, IDEO and Samsung designed a humorous campaign that highlighted consumers’ need for Samsung Memory.

SimpleMedia and TotalMedia home entertainment concepts
IDEO and Samsung designed two concepts: SimpleMedia combined a computer, television, DVD, fax, and telephone; TotalMedia featured an adjustable screen and LCD projector combination. Although neither was ever produced, they were honored with design awards from ID Magazine and BusinessWeek, respectively.

SyncMaster 400TFT Flat Panel Display
Samsung and IDEO designed the SyncMaster LCD flatscreen multimedia monitor to be thin and elegant, and it garnered several design awards in Korea, Germany, and the U.S. The British magazine T3 called it “the sexiest monitor we’ve ever seen.”

Nana Joes, a beloved San Francisco granola company, was born from an avid surfer’s desire to bring healthy breakfast back to the kitchen table. Embracing the philosophy that good food is about wholesome ingredients prepared with care, the startup took pride in carefully scraping each vanilla bean by hand and soon gained a devoted following at farmers markets around the Bay Area.

As Nana Joes’ reputation grew beyond the hills of San Francisco, the company asked IDEO to explore how to take a small company and scale the brand for national distribution, while keeping its heart and handcrafted ethos at its core.

A team of IDEO designers set out to position Nana Joes for growth by developing a brand identity and packaging system that would resonate with customers and reduce operational complexity. The entire team went on factory tours and met with packaging suppliers to identify solutions that would be easily manufactured en masse, but still retain the familiar handcrafted feel. With mock-up packaging in hand, they hit local farmers markets to conduct live in-market prototyping with both loyal and new customers and met with retail buyers to get their real-time reactions to how the brand and packaging stood out on shelves.

The final deliverables included new branding and packaging for the entire line of granola, granola bars, and cookie products, as well as a guide for Nana Joes to operationalize the rollout by 2016.

The legacy company that produced the first phone book in Australia more than 130 years ago—and the disruptive change it represented—became directories company Sensis. As Sensis made the transition from a print directory to a digital service in recent years, the company came to IDEO to foster a startup mindset.

Together, Sensis and IDEO identified four ways for Sensis to become more agile: Focus on the company’s core skills, revitalize the product development process, develop insights about Sensis’ global competitors, and strengthen connections to current and potential customers.

After prototyping more than 65 ideas, the team decided on an app, Skip, with which a customer connects remotely to her favorite café right from her phone, sends her order, and schedules a time to pick it up. Then she breezes past the line when she arrives at the café.

To understand how this app might work in the real world, the team fanned out across Melbourne, talked directly with café owners and their customers, gathering data, and watching behavior, then launched the live app just 10 weeks after developing the first prototype.

Watch: Team members from Sensis and IDEO share their experiences.

Fueled by a mission to “help everyone love what they eat,” the Chicago-based food-tech startup Food Genius created a consumer-facing mobile app that used a complex algorithm to track more than 16 million restaurant menu items and classify consumers’ dining-out behaviors.

After the year-old startup became part of IDEO’s Startup in Residence program in Chicago, the company changed its focus from consumers to the food industry.

To build their food industry-focused platform, the designers collaborated on a number of business and technological development strategies, product road-mapping, and a prototype viral marketing experience called Curry Crawl to test the usability of the new API.

In April 2016, Food Genius was acquired by US Foods. "What was really striking about US Foods is that they take a very analytics-driven approach to their business," said Justin Massa, founder and former CEO of Food Genius. "They bought the technology knowing it's going to be able to do great stuff."

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.

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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.

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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.