More than 7 million people each year came to the Boston.gov site to tap into all sorts of city services: reporting a pothole, learning the assessed value of their property, paying a parking ticket, checking recycling schedules.

Boston wanted to create a beautiful platform that would make the process of finding and navigating information easy and intuitive, one that prioritized the needs of its people.

The Boston.gov site had outgrown its existing structure and needed an overhaul. The user experience was mired by the fact that Boston City Hall has nearly 50 different departments, each with its own microsite, navigation and content standards that feed into a centralized site.

So the City of Boston hired IDEO to design its new digital home, Boston.gov. IDEO designers worked with the major stakeholders—department heads, employees, and Boston residents, with a focus on those in underserved communities and those with varying levels of technical proficiency—to gather insights into what users needed.

The objective was to design something that would simplify how people navigate the site, to make it easier for residents to find answers to common questions, and, in the process, serve as a community facilitator—an up-to-date, reliable resource that makes life in the city more manageable.

Rather than organize the site by the city’s departments, the design solution was rooted in illuminating relevant content by topics—people’s life moments—many of which overlapped through different branches of government. Owning a car in the city, for example, is closely related to preparing for winter, so bridging those common threads allowed for a more intuitive organizing principle.

In the process of the site redesign, IDEO also helped to create a visual identity system that underscores Boston’s strengths: the city’s confidence, humility, personality, and optimism.

In addition to the web architecture and redesign, IDEO also produced a comprehensive style guide to help maintain design consistency, so departments can add content without compromising the overall integrity of the site, as well as a brand look that the city has decided to adopt across nearly all of its consumer-facing media. Now you’ll see the famous underlined B on T-shirts, banners, and even snow shovels.

Holding true to its mission to include Boston residents and all site users in its design process, the new Boston.gov site was piloted for six months, and the process document on the city’s blog (including the IDEO designed brand guide), before a full launch was rolled out in July 2016.

“The website should act like a helpful human. This is one of the big differences between the old site and the new site,” said Jascha Franklin-Hodge, the city’s chief of information technology in a Boston Globe article. “Oftentimes, when you looked at something on the old site, it would feel like you were interacting with some sort of lawyer-robot that was speaking to you in government-speak, using very formal language. We are trying to move away from that so your experience is akin to a person.”

The City of Boston was in need of a new digital home—one that emphasized a shift to a more welcoming tone and commitment to its citizens.

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In the Western Hemisphere, The North Face brand has long represented an active, sporty lifestyle that’s filled with challenges and adventures. But appreciating “the great outdoors” in China is less about extreme sports and more about connecting with nature in a communal, spiritual way. This research-based insight led the team to identify new opportunities for The North Face to better target its messaging.

Designers found a key opportunity: Encourage Chinese consumers to escape the pressures of hectic city life by enjoying the freedom and renewal that comes with spending time outdoors.

Today, as people find less time to enjoy the benefits that lie just beyond China’s large cities, there’s a tangible desire to return to the outdoors to refresh, reassess, and renew oneself. The North Face aims to help consumers do exactly that.

To create a compelling new brand vision for The North Face in China, the team’s design research tapped into Chinese ways of spending time outdoors. IDEO’s insights and creative brief provided the essential brand story for The North Face in China and informed the tagline of the company’s current marketing campaign, “Go Wild” (去野). The North Face brand’s new messaging links “old nature” and “new outdoors” through a combination of digital, retail, and interactive community channels.

IDEO also collaborated with the company on designs and prototypes for a new digital platform and an updated store-within-a-store merchandising display. The digital community aims to attract newcomers and connect them with more experienced outdoors enthusiasts and clubs. As the platform evolves, it will help aspiring adventurers plan trips, learn skills, and share their experiences through photos.

The retail community space aims to integrate this digital community with in-store shoppers and an effort to turn the “buy-a-product moment” into a “join-the-outdoors moment.” Both will be integrated to provide a holistic brand experience in China centered on nature and community.

In the West, The North Face, with its decades-long history, has long symbolized an adventurous, active lifestyle. In China, however, the outdoor market only began accelerating in the early 21st century.

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Success in this growing market depends on building strong and deep connections with Chinese consumers.

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20% sales growth in China

from 2012 to 2013—the year the project was completed—propelling the brand from sixth place to a market-leading position

Over the last 36 years, IDEO and Lilly, along with the pharmaceutical giant’s other design, development, and manufacturing partners, have collaborated on more than 250 projects. During this time, Lilly has not only honed its engineering-focused internal device-development team but also transformed into a human-centered organization with extensive, robust in-house innovation capabilities.

Early in the relationship, a team of IDEO designers and Eli Lilly leaders traveled the world to understand how people with diabetes live with the disease. Their findings led to the design of a series of award-winning insulin injection pens like SAVVIO. Portable, aesthetically pleasing, and discreet, the pens are suitable for use in both medical and personal settings. Combined with Lilly’s technical design prowess, this human-centered focus allows the devices to seamlessly integrate into patients’ lives and routines, making a challenging disease like diabetes feel more manageable.

Fast forward to today, Lilly’s innovative, easy-to-use auto-injectors are not only continuing to provide life-saving treatments to people with diabetes but also enabling the adoption of the popular GLP-1 weight-loss drugs Mounjaro and Zepbound, which together accounted for the majority of the company’s annual revenue in 2025. Perhaps most importantly, patients consistently rate the experience of using Lilly’s auto-injectors as relatively pain-free, easy to use, and preferable to competitors’ brands, improving adherence, satisfaction, and health outcomes.

This unwavering focus on driving innovation through a patient-first mindset is evident in some of the most impactful projects Lilly and IDEO collaborated on over the years:

GLP Auto-injectors
Convenient and cutting-edge, the first Trulicity injection device was originally designed to deliver the GLP-1 drug to treat type 2 diabetes. Today, it has been adapted for use with other GLP-1s, Mounjaro and Zepbound, which are increasingly popular weight-loss drugs and are also administered once weekly via fixed-dose injections. A wide base enables the pen to be held securely against the injection site, and the device automatically regulates the dose and needle depth.

Taltz Injectors
For most patients, living with severe plaque psoriasis means being your own medical technician—metering your drug dosage each time, and attaching and removing needles by hand. Taltz provides patients with clear visual and auditory feedback throughout the injection process through simple icons, bright colors, a translucent material, and clicking sounds. The devices are available in both autoinjector and prefilled-syringe formats and are adapted for Emgality, a preventive monthly migraine treatment, and Ebglyss, which helps treat eczema or atopic dermatitis.

HumaPen SAVVIO Injection Pen
Key insights informed the design of SAVVIO, including patients’ preference for insulin pens that look less like medical devices and more like everyday objects you’d find in a backpack or purse. The sleek, colorful device was created to help patients feel comfortable and confident about fitting mealtime injections into their everyday lives.

Refillable Human Growth Hormone (HGH) Injector and Reconstitution Device
Designed to be kid-friendly, the Refillable HGH Injector leverages insights into pediatric treatment adherence to create a more integrated, systematic approach to treatment, while the Reconstitution Device makes mixing Lilly’s powder-and-liquid drug easier and less intimidating for parents and healthcare professionals alike.

KwikPen Insulin Pen
KwikPen is a next-generation, prefilled insulin injection pen that builds on the success of two previous designs, reducing its size to 5.7 inches and enhancing ease of use for patients.

HumaPen(R) Luxura™ Insulin Pen
HumaPen Luxura combines several innovations into a robust yet elegant pen that can be carried and used anywhere—an insulin pen solution that improves dosing accuracy, dose setting, and injection force.

In addition to designing products to meet the needs of people with diabetes, IDEO and Lilly have developed innovations in areas of oncology, autoimmunity, and men’s health. The results of this collaboration and expansion have won numerous design awards and produced one of the longest and most fruitful innovation relationships in IDEO’s history.

In the 1990s and early 2000s, Eli Lilly had a number of new, life-changing medications and two big challenges: Most of its drugs were self-injectables, not pills, so patients were hesitant to take them. And its drug-delivery device platform lagged behind its drug pipeline.

99%

of Trulicity users reported the auto-injector was “easy” to “very easy” to use in a JDST study

$36.5B

of Lilly’s $65.2B 2025 revenue came from sales of its auto-injectable GLP-1s, Mounjaro and Zepbound, a 45% increase from 2024

‍“…the Advisory Council will recommend transformational programmatic, cultural, and physical change to San Quentin that can serve as a practical model that can be replicated and scaled to other institutions.”

Source: Office of Governor Gavin Newsom: Governor Newsom Names Leading Criminal Justice and Public Safety Experts to San Quentin Transformation Advisory Council, May 05, 2023  https://www.gov.ca.gov/2023/05/05/san-quentin-transformation-advisory-council/

The Advisory Council included the expertise of established criminal justice, public safety, healthcare, academic, reentry, and rehabilitation professionals, along with system-impacted/formerly incarcerated community leaders, and representatives of crime victims/survivors. The premise of IDEO’s involvement is to augment the Advisory Council Co-Chairs’ and members’ expertise in evidence-based best practices and lived experience living and working in prisons, with expertise in collaborative design, synthesis, visualization, storytelling and bringing visions to life.

Specifically, IDEO was brought in to facilitate input-gathering, and assist with incorporating the many viewpoints into a single, cohesive report of recommendations to the Governor. This included meeting the challenge of bringing together the viewpoints of 21 people on the Council (17 members, three Co-Chairs and an advisor to the Governor); incorporating the views of people who are most impacted (those incarcerated at San Quentin, San Quentin staff, community-based organizations, victim/survivor groups, among others); and formatting and designing the final report.

IDEO’s facilitation included workshops with the full Advisory Council, individual interviews and check-ins with Council members to gather their input to inform the recommendations. Each Advisory Council member was asked to speak with, and record feedback from, no fewer than five people at San Quentin or in affected communities and to share this feedback with IDEO. IDEO integrated this information and feedback into this report.

Research activities included visits to San Quentin to speak with and facilitate conversations with:

• San Quentin residents (100+) including the Citizens/Inmate Advisory Council, focus groups with Spanish-speaking residents, former gang members, ACT (LGBTQIA+), Voices Heal, People in Blue, San Quentin Citizens Advisory Council.
• San Quentin staff (100+) including interviews with numerous officers.
• San Quentin staff and residents together.
• Current participants and staff at Amistad (MCRP) and Beacon (former lifer) campuses (many who were previously incarcerated at San Quentin).
  
  

IDEO also organized listening, information sharing and feedback sessions, both at San Quentin and in the community, between Co-Chair representatives and various stakeholder groups, including victim/survivor groups, labor unions, and advocacy organizations. These perspectives were also brought into the report.  

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Name: Ben Syverson
Location: Chicago
Role at IDEO: As a senior software designer, I apply an interaction design lens to software development (or vice versa?) to take our prototypes further faster. Our development needs are as diverse as our projects. Lately, I've been helping our team prototype concepts for the operating room using VR.
Joined IDEO: 2014
Instagram: @bensyverson
Titillating Fact: I've always been into typography, and after I joined IDEO, I started drawing letters after work. It's very meditative! Before I knew it, I had designed two large type families. Unbeknownst to my fellow IDEOers, I've been able to sneak those typefaces into every one of my IDEO projects, in some form or another—from wireframes and prototypes to client presentations.

1. Unison

Unison is a textile design company that I really admire. They often collaborate with local artists and designers, and I just love their taste and sense of style. Unison has a great little store here in Chicago, and a beautifully shot catalog that my wife and I absolutely pore over.

2. Rotring Rapid Pro

My Rotring Rapid Pro lead holder is my security blanket. I take it everywhere. It's mostly brass and steel, giving it the satisfying weight and premium feel of a classic Leica. The 2mm lead can give you fine marks or subtle shading, and can stand up to more pressure than thin leads. I bought two Rapid Pros, in chrome and matte black, because YOLO.

3. John Sheppard

I recently learned that my friend John Sheppard quit his job as an art director at the Wall Street Journal to fully focus on his gorgeous ceramic work, and I couldn't be happier for him. He has this amazing way of subverting the clean minimalism of his geometry with organic cutouts, intricate textures, and unexpected surfaces.

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In this series, we ask IDEO designers to share the stuff they're digging right now—tools, books, music, sites, people, places—so you, too, can drink from the fount of inspiration bubbling up here. This week's guest star: Ben Syverson.

I’ve been a fan of my friend and colleague Nick Dupey, a member of Young Monster, for years. He and I once collaborated on a poster for Moogfest, and the first night we got together, he pulled out a stack of multi-colored construction paper and began cutting out shapes. That moment stuck with me—it brought back memories of elementary school art class, a time without computers and inhibitions.

So as my holiday break began, I committed to return to that headspace. For over a decade I had kept file drawers of old clip art, temporary parking passes, owners manuals, security envelopes, and other ephemera that caught my eye. I guess it’s a kind of graphic designer kleptomania, pocketing found type and imagery to display or repurpose. I fumbled through the stacks, tore apart some junk mail and magazines, and began reassembling.

There was nothing precious about it. In fact, it was so quick that it felt like whiplash. My intent was simply to reassemble the mass of trash on my tabletop. It was an intuitive, thoughtless act that allowed my fingers to be free to make new movements. My sense of touch was back. I could hear the pink noise of tearing paper. I could smell the tape and glue. I had escaped the box.

Every day during the holiday I made a collage in an empty notebook I had long forgotten. I would slip away into my home studio during a lull and assemble another combination of type, images, and textures. I got lost in it. My creative freedom awakened. The feeling of creative wonder from my childhood was rediscovered.

I’ve kept it up since then. Early in the morning before I fill my mind with calendar to-dos, email, and other grown-up activities, I make something. It’s 10-20 minutes that sit somewhere between meditation and puzzle solving. My visual skills are sharper. My fingers are smarter. My ability to find resolution from chaos is faster. And even though I still don’t love my laptop any more than when this obsession began, I no longer feel trapped by it.

So how can you escape the box? Here are a few suggestions to help you rediscover your 8-year old self:

• Reframe junk mail as an endless stream of new mediums. Security envelopes from credit card bills, retail catalogs, and poorly designed postcards get me excited about checking the postbox when I get home.
• Begin with only a few elements—faces are the easiest starting point. Put three items together to get yourself going. The more you do, the easier it is to build complex creations.
• Don’t start with intention or a desire for meaning. Meaning will reveal itself as you create. The majority of what I’ve collaged is meaningless. It’s an exercise in associating form, color, and lines. But there’s the occasional moment when a story comes through.
• Always be willing to call your session a failure. I do these quickly and sometimes I just throw them away because they don’t resolve well. This isn’t an exercise in making something precious—it is a process that happens to have an occasionally stunning result.
• Save your scraps. I have drawers of them now and they often are the starter for my next image.
• Travel with a glue stick. Every hotel room has a stack of lifestyle magazines with luxury perfume ads. Tear them up in your downtime, then reassemble. Impress your friends on Instagram with your artwork instead of what you ate for dinner.

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Two years ago, I began to fall out of love with the computer. It had become a claustrophobic box that dictated how I communicated and how I created. I felt like I was losing my design sensibilities, and treading a well-worn trail through the same digital menus, with my fingers commanding the same virtual assets.

We wanted to change that, and in the process, to help our community learn how to do it better by paying close attention to how great writers wield language. So we invited our colleagues to take a close look at powerful opening sentences, all drawn from novels.

We called it The Sentence Gallery. Inspired by writer, editor, and friend-of-IDEO, Allan Reeder, the project takes to heart a quote by journalist William Zinsser that Reeder shared on his blog: "Writing is learned by imitation. I learned to write mainly by reading writers who were doing the kind of writing I wanted to do and by trying to figure out how they did it."

To bring The Sentence Gallery to life, communications designers Jason Baker and Sera Koo built a wall out of foamcore and mounted it in our main community space. Over a few weeks, they showcased a series of sentences, writ large. They also laser-cut thought bubbles from Post-it pads and invited people to reflect on what made each sentence effective. The sharp point of the bubble operated as a marker that allowed passers-by to draw attention to whatever effect they’d noticed, placing their comment at a specific moment in the sentence.

What’s the effect of this word followed by that one? How does the rhythm and pacing of a sentence make the reader feel? Those were the kinds of question we wanted the Gallery to provoke.

At IDEO, great writing emerges from an admixture of instinct, craft, inspiration, learning, and unlearning. That’s likely true for most any design artifact worth our attention.

As designers, we treat sentences like any other prototype. We get them out quickly, and then we get to work on them, refining our writing until it takes us where we need to go.

Writing sharpens our thinking. And as human-centered designers, we rely on it to communicate unspoken human needs. But the craft of writing is itself somewhat hidden; it can seem like a secret art, all furtive fingertapping behind the screen of an open laptop.

Conversational UI is getting a lot of buzz out in the world, and for good reason. SMS is going through a renaissance, and its immediacy and accessibility make it an ideal channel for building services at a time when apps are no longer the medium for digital experiences.

Beyond the buzz, conversational UI shows us that everything in design should be considered a conversation. All elements in an experience are exchanges between people, brands, businesses, services, and, increasingly, machine-powered intelligence. Conversation is the primary design material for designers — and its general purpose is to impact people’s behaviors and emotions.

Designing Conversations

The ambiguous design process.

These days there’s a strong focus on chatbots and conversations as end products, but in our IDEO New York studio, we’ve been using conversations as a prototyping tool to test assumptions, learn, and inspire design. Chatbots are exciting, but we’re also excited about what they unlock for us as a learning medium, not just because they’re the next big thing.

Here's one of our experiences using chatbots as a design tool.

Walkbot: Prototyping Content and Engagement

In 2014, together with a Japanese electronics manufacturer, IDEO designed a device and smartphone app that captures a woman’s activities in order to generate thoughtful, actionable insights about her fitness choices.

At the time, wearable devices were heavily marketed towards men. The women we were addressing wanted meaningful content, and were far more focused on competing with themselves than with others. It also turned out that our product was too data-heavy.

"I like that it’s there if I need it. It’s kind of like a little friend." [anonymous user]

Walking alongside our participants during field research.

The dashboard created to communicate with users and track responses.

To uncover what meaningful content looks like for these women, we went to the women themselves.

A software designer on our team built a custom tool leveraging Twilio’s SMS API, and created an SMS platform that a team of people could use to manage and direct messages. We recruited a panel of women, and during their workouts, a team member would send messages like “great workout, keep going” or “you’ve walked ___ steps today, add a 5 minute walk to reach 10,000.”

Lisa: “Ugh, he wants me to pick up my intensity and burn more calories.”

IDEO: “How do you know it’s a man?”

Lisa: “Because I’m mad at it right now."

An example of our real-time SMS prototyping — a team member would secretly text messages to our participant during her workout.

The responses were surprising. For one thing, women who participated in the design research would project gender and personality on to our bot. In moments of frustration, the bot was referred to as a “he,” when, in fact, the messages were coming from our female colleague. For another, not only did the women want to share their activities, they also wanted to share their failures. For them, fitness wasn’t purely about achieving a goal, but also the process it took to get there.

What we learned:

• The best way to understand what a conversation needs to be is by starting it. Figure out tone of voice, pacing, and interactions  as it unfolds.
• It’s possible to make conversations feel more personal with only a few data points. Be intentional and creative.
• Every participant will project an identity onto the bot — regardless of whether the design team gave it one.
• Bots allow for a nuanced interaction that might bring surprising elements to your product. Be willing to pivot in response to happy accidents.

Our Chatbots Protocol

During the past few years, the interaction design and design research teams at IDEO New York have worked closely with real people to test value propositions and the desirability of digital products and services. Together, we built ad-hoc tools that helped us design conversations with users, and engage with them in real-life contexts.

As we planned and ran these prototypes, we developed a set of principles we now rely on in our research.

• A prototype is a question, embodied. What are you trying to learn? Who are you learning from?
• Hack existing tools. There’s no need to build from scratch.
• Iterate in real-time. The beauty of SMS is that you can adapt quickly.
• Be explicit about the intentions of your work, and make sure that your actions are in line with the ethics of field research
• Consider all the stories, anecdotes, and insights you gathered through your chatbot to inspire the design.

Meet Stanley

There are several services that can help you set up an SMS-based platform. Alternatively, you can create your own conversation bot following the instructions we shared for Stanley, the SMS-based platform that we use.

You can find the source code, and the instructions to setup Stanley here.

For some more on using bots for design research, read this article on IDEO Labs.

The above is an abridged version of a longer Medium article that details three case studies where we’ve used chatbots to prototype services and products. Read the full article here.

Illustrations by Amy Wang.

The below is an abridged version of a longer Medium article that details three case studies where we’ve used chatbots to prototype services and products. Here, we'll focus on the hows and whys of using chatbots to prototype content.

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.