Life Technologies, a global biotech company that supplies scientists with products and services, needed to grow big, from a $4 billion to a $10 billion enterprise. So it hired IDEO to help seed innovation across the company.

"When we started out, it was an R&D thing for driving innovation in new products. Now it’s not just R&D; user-centered innovation is a central part of our culture. It’s what we do throughout the organization," said Amy Cuneo, Associate Director, Customer Insights.

Over a three-year engagement, IDEO helped transform Life Technologies’ corporate culture through the introduction of User-Centered Innovation (UCI), an optimistic, experiential approach to problem-solving. Far outperforming its ambitious goal, Life Technologies is now a $13.6 billion company and uses UCI to inspire innovation throughout the 10,000-person organization.

After working with Life Technologies, IDEO designers came up with three products that have gone to market, including, a new bottle that showcases superior handling and storage, easier identification, and additional room for supplements. And Life Technologies has transformed from a company that aspires to focus on customers to one that truly does.

Unplanned pregnancies are a big problem in the US, especially among unmarried 18- to 29-year-olds. Seven in 10 pregnancies in this demographic are unplanned, a statistic that applies to women of all ethnicities and socioeconomic levels. Complicating matters are the social tension between abstinence-only and contraception-inclusive education, and the difficulty and expense associated with obtaining prescription birth control.

Since 2009, IDEO has worked closely with the National Campaign to Prevent Teen and Unplanned Pregnancy, a nonprofit NGO, to address this pressing social challenge. One of the first insights on the project was identifying the need for comprehensive birth control support. Designers looked at ways to transform birth control from a prescription (a piece of paper that is handed to you by a doctor) into a subscription (a program that ensures you start using birth control, use it correctly, and migrate to more effective methods).

Given the complex and potentially overwhelming subject matter, the IDEO team interviewed women in the target demographic; talked with doctors, counselors, and other experts with varying opinions about birth control; and hosted roundtable discussions. They developed several concepts and scenarios that allowed members of the National Campaign to see sex and pregnancy through the eyes of the young women they’re working to reach.

Research and prototyping efforts led to the design of Bedsider, a multi-touchpoint birth control support system with a carefully crafted sex-positive brand, which is uncommon for the healthcare industry. Bedsider focuses on five key areas (awareness, motivational drivers, digital offerings, services, and loyalty) and acts as a vehicle for behavioral change that’s flexible, with room to grow into a much larger movement.

The Ad Council and the National Campaign debuted a multiyear, multimedia public service campaign in November 2011. The Bedsider website offers comprehensive education about existing birth control methods. This includes opt-in reminder services, personal stories from women across the country on why they chose a particular method, a phone service that provides information in both English and Spanish, features such as “Fact or Fiction” (hilarious animated clips debunking popular myths), a “Frisky Friday” newsletter, and more.

Bedsider has launched nationally with the help of an Ad Council campaign that drives sexually active women ages 18–24 to Bedsider.org. The multimedia Public Service Announcement effort includes television, radio, print, web, and nontraditional advertising, as well as an integrated social media program.

“We hope that Bedsider will be a useful tool for women to learn about their birth control options, better manage their birth control, and in the process avoid getting pregnant until they’re ready,” said Planned Parenthood of South Florida and the Treasure Coast in its monthly newsletter. Planned Parenthood and Philliber Research Associates joined forces with the National Campaign to Prevent Teen and Unplanned Pregnancy to help test and evaluate Bedsider.

Through a social media campaign called #ThxBirthControl, people are voicing their thoughts about what birth control has made possible for women, men, families, and society. It’s all part of Thanks, Birth Control Day, launched in November 2013 as part of a continuing initiative to encourage positive conversations and more consistent use of birth control by the National Campaign to Prevent Teen and Unplanned Pregnancy. To celebrate the movement, IDEO wrote, scored, and performed an animated musical featuring condoms and pill packs dancing the cancan.

According to an independent evaluation of the program, Bedsider is the first digital intervention in reproductive health in the U.S.—with adults as an audience—that has shown to prevent unplanned pregnancy. Turns out that when women and men have the ability to plan, prevent, or space pregnancies, they’re more likely to finish school, achieve their goals, and ultimately have healthier families, according to the nonprofit organization.

Chicago’s federally funded, citywide bike-sharing service, called Divvy, makes a fleet of bicycles available to commuters and tourists 24 hours a day. Alta Bicycle Share (which runs bike-sharing systems in Boston, the Bay Area, DC, and New York City) collaborated with IDEO to spread Divvy’s message, “Divide and Share!” to the cyclists and would-be cyclists of Chicago through the brand.

The new brand would appear on its bikes, stations, company vans, member fobs, and website—and it needed to be ready to hit the streets in just six months. IDEO partnered with local brand strategy studio Firebelly Design to collaborate on a solution. IDEO led the early research, conceptual brand development, and naming phase of the project; the Firebelly team led the visual design and developed the brand guidelines.

The brand has become a functional and fun part of Chicago’s transportation landscape and has been embraced by Chicago commuters. Just three weeks after it launched, the City of Chicago called the Divvy Bikes program the busiest bike-sharing system in the world. Six months into the service, enthusiastic cyclists have racked up over 780,000 trips and 1.7 million-plus miles, and over 12,000 Chicagoans have become members.

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After watching her husband suffer from cancer, Tomoko Namba, founder of Japan’s leading mobile internet company, DeNA, wanted to empower people with better health information to aid them in making medical decisions. DeNA partnered with IDEO to help with the design of a genetic test that had mass-market appeal.

Together, IDEO and DeNA designed all the consumer touchpoints from the ground up for the expanding new business, called MYCODE. The aim was not only to create a functioning, usable product, but also to introduce the notion of genetic testing in a privacy-sensitive country that for the most part, hadn’t yet considered it an option. What would make MYCODE resonate with mass-market Japan? How could genetic testing results be shared in a way that was accurate but also actionable and motivating?

The team worked with doctors, nutritionists, medical governing bodies, and more, setting up fast, iterative cycles, and conceptualizing and prototyping almost every aspect of MYCODE in just 16 weeks. Data design, home testing experience, purchase flow, and how the service would be used over the long-term were all considered, along with traditional branding elements, like name, logo, and visual identity.

The result is a product that puts reliable genetic information into the hands of Japanese consumers, helping them to make more informed healthcare decisions. MYCODE went to market in August 2014, just nine months after the engagement with IDEO began. Not only did MYCODE fulfill Namba’s mission, it helped the company find new ways to grow: Upon announcement of the new service, DeNA’s share price jumped 6.7 percent.

Digital technologies will be a huge piece of that puzzle, helping us find solutions to everything from reusable packaging to textiles that stay out of landfills, the electrification of everything, and retailers that embrace circularity.

The opportunity is enormous: Leaders who adopt new technologies to meet sustainability goals will not only lighten their impact on climate—they will gain new value for their brands and their customers because of all the benefits that new tech brings. Those who evolve now will be positioned to lead the market. 

So, how do you adapt a fashion or luxury brand to be more sustainable, more inclusive, and more connected to the consumer, while increasing value to brands, manufacturers, and consumers alike? 

The challenge is complex, but it’s nowhere near impossible. Take H&M’s work to streamline its supply chain, cutting unnecessary inventory, and producing less waste. Together, IDEO and H&M mapped out the complex network of people that make up its supply chain across the globe, then created an algorithm for more precise ordering, and a tool that provides a shared view of information. Now, a new automated flow called “Cruise Control” creates a demand forecast that makes it possible for employees to place much more accurate bets on what consumers will want, when. It’s a project that not only led to less waste—but better sales, too. After all, it's a lot easier to buy the thing you want when it's in stock. Already, Cruise Control has led to an eight percent average reduction in inventory, saving the company €500 million (more than $630 million) per year.

Human-centered technological strategies like this one also create opportunities to change—and deepen—the relationship between brand and consumer. A climate-conscious future isn’t just responsible and increasingly required (see Corporate Social Responsibility Directive, Waste Framework Directive, and the Ecodesign Criteria for Consumer Textiles in the EU), it’s full of opportunity for growth.

Here are four ways fashion brands can leverage digital technologies to increase value in the climate era.

Measure a garment's value across multiple life-cycles

Provocation: By shifting how you measure the profitability of garments from linear sales to circular value creation, you can redesign the business from the core. Today, shoppers buy garments from celebrity closets on the second hand luxury platform The RealReal, and collectors are happy to buy a pre-owned Eames chair, like one Redditor who said "I ain't got time to age a 670—I'll buy someone else's history.” Brands can expand on these trends to show off the value embedded in goods that are already out there in the market, while deepening their long-term relationships with customers and communities. Digital twins—virtual data tied to a physical object, like data tied to your passport—can streamline tracking and enable new business models that compliment physical experiences with digital.

Impact: New KPIs connected to digital twins in a circular product lifecycle allow the reconfiguration and measuring of new value chains.

Use the shift to on-demand manufacturing to co-create with customers

Provocation: On-demand production and direct-to-fabric printing mean your customers can create their own bespoke prints, directly collaborating with your brand, while making sure you don’t produce too much inventory. Some brands are already taking advantage of this strategy. Reebok, for example, has a service where you can supply images to a chatbot to create custom sneakers, and then can buy digital versions of the sneakers for eight dollars. Projects like this one are becoming increasingly common, as brands come into proximity with user-generated worlds and designs. There's a great opportunity here to expand on the creative drive of potential customers through co-design tools.

‍Impact: Co-design drives brand engagement and loyalty, taking your customer relationships to new heights.

Create new experiences that add more bonding between the customer, your brand and their new purchase


Provocation: Manufacturing on demand can lead to a longer window between a customer’s order and the delivery of their goods—but that doesn’t have to add friction. Instead, brands can reframe delays with a bespoke, insider experience, where the customer connects with the designers, people, and processes that make their garment possible—and unique to them. It’s also a way to make visible the labor and resources it takes to produce their garments, which can drive real behavior change. This concept even has a name, Shinkansen Theater, after the shift in perspectives that riders on Japan’s bullet trains had on turnaround time after watching cleaning staff work.

Impact: Luxury purchases are often the pinnacle of many months or years of decision-making and brand engagement. Involving the consumer in the production process enhances and elongates the thrill of the purchase moment. Customers who are willing to spend a lot to get a coveted item will go to great lengths to acquire as much information about it as possible (see this discussion of a bespoke order tracker for Ford). 

Design for the impact of the design idea, rather than the identity or size of the buyer

Provocation: Experimenting with different styles, fabrics, and customizations in a virtual environment can create a sense of ownership and excitement akin to bespoke tailoring. Picture a hybrid experience, where high-quality simulations allow shoppers to start the design process online, then see the final touches at delivery. It’s a strategy that makes brands more accessible to more sizes, body types, and genders. Already, brands like Unspun are using body scanning to create custom jeans, and Universal Standard has committed to carrying sizes 00 through 40, with the same attention to cut and quality, regardless of size. Returns in fashion are not purely about technical fit, but about a complex set of emotions, context, and expectations. How are you feeling about your body? What’s the lighting in your space? How does the garment make you feel? High-quality and accurate simulations of a garment’s shape, texture, and movement could also help close the gap between digital and physical shopping experiences, reducing the emotional mismatch between online vision and product reality.

Impact: Sizing and gender categories become irrelevant, allowing your brand ethos and styles to reach—and be reinterpreted by—the largest possible portion of the market.  

These provocations are just four ways fashion and luxury brand leaders can leverage emerging tech and trends to cut impact on climate, while increasing value to their customers—there are many, many more. And the leaders that implement them first will not only be doing better by the planet—they’ll also reap the rewards. 

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Looking to implement emerging tech to add value to your brand? We’d love to connect.

The climate era is ushering in changes so big, everything will need to be redesigned—including fashion and luxury brands.

And unlike things that have been around just as long—Pepsi Clear, the Delorean, the Discman—it’s just as relevant today, for making everything from medical devices to emerging technology products.

By making things tangible early, we can explore the edges of what a product could be, prove something that hasn’t been done before is possible, or reduce risk by strengthening an idea before investing in it.

Our maker-first approach applies to everything we do—even when we’re designing for a future we haven’t seen yet. Because if you can’t click it, touch it, taste it, smell it, or hear it—how can you believe in it? It’s how we designed the first mouse for Apple back in 1980, helped create the all-electric Ford-150 Lighting, and the method that guided our research into what Gen Z really wants from AI products. 

Here are five reasons we get tangible early and often. 

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To solve a problem

When we approach a new problem, our minds are swirling with possibilities. Immersing ourselves in tools, materials, and mindsets can inspire us—often unexpectedly—turning our nascent thoughts into cohesive ideas. Working with our hands is often faster and more rewarding than turning straight to spreadsheets, computer models, simulations or CAD, and can add a little confidence, too. 

When IDEO started a program with Pluto Pillow to reimagine the travel pillow, jumping right into 3D CAD modeling didn’t make any sense.

It’s hard to define what makes someone comfortable enough to fall asleep on an airplane. So many factors play a role in finding that perfect position. So we gathered tons of relevant materials—from different density foams to variations of fabric softness—and kicked things off by using this array as inspiration. The result was dozens of simple prototypes that helped us identify and explore key themes we knew this new travel pillow would need to address to resonate with consumers; things like packability, cleanliness, re-positioning, and privacy.

To learn and test

How could this work? How might we interact with this? How do these parts fit together? The act of making lets us learn by doing, kick off conversations, and answer tough questions. Whether we’re making a wireframe, a mechanism, or formulas in a spreadsheet, tangibility accelerates our learning.  

In our decade-long relationship with the Ford Motor Company, we built numerous vehicles ranging from rough truck-shaped 80/20 frames to fully-custom commuter vans. These test beds of varying fidelity let us explore LOTS of new ideas—from maximizing storage space, laying out reconfigurable seating, or providing real-time progress communication along a route. Whether it was a big screen digitally tied to a seat and steering wheel to test a new driving experience, or stadium seating and a live progress map in a ride-share commuter van, getting tangible allowed us to test our ideas at the right level of fidelity, and learn what was working and resonating with our audience quickly and efficiently. 

To prove something is possible

When we’re solving really hard and complex problems, viable solutions often feel too daunting to even consider. But by making something, we can break these problems down into more manageable parts—be it a node in a complex network, a critical screen in a workflow, or a complicated part of an interaction. Thus we can explore things we might have dismissed as impossible—and prove a potential solution is worth continued exploration. 

IDEO worked closely with a pharmaceutical company to develop a first-of-its-kind autoinjector, an easy-to-use system that delivers a variety of drug products to people suffering from autoimmune diseases and other ailments. These complex mechanical devices rely on springs to do a lot of work: inserting the needle, pushing the drug into the body subcutaneously, and safely retracting the needle for disposal. IDEO built hundreds of prototypes to prove we could use two springs to accomplish these tasks, starting by repurposing simple found objects, then developing custom 3D printed parts to prove out specific functionality, and finally creating thousands of injection-molded prototype devices to convince ourselves and our partner that our design was robust and reliable. The result is a product our partner not only uses to deliver multiple drugs to a wide array of patients, it is the delivery device for three out of four of their best-selling drugs, which account for nearly $15 billion in annual revenue.

To try specifics and reduce risk

We often ask our clients to place big bets on our designs—both financial and strategic. Making something early on can help everyone test the risky or complex parts of a design, building consensus and confidence that it’s the right answer before investing too much time, energy, or money. Picture a new retail interaction, click-through prototypes of a workflow, or a functional mechanism that demonstrates a core functionality of a complex product. 

This was particularly helpful on a project we did with Teal Health. Cervical cancer screening saves lives. But the tests are uncomfortable at best and inaccessible at most, and screening rates have been on the decline, Teal came to IDEO for help designing a device and testing experience that would allow users of all body types to safely and accurately collect a sample at home—and be inclusive for anyone with a cervix. The wand was incredibly challenging to design, as the user has to find their cervix, collect the sample, and remove the wand without contaminating it on other parts of the body—all without looking and probably while standing. Considering the complexity of the task, we knew it would be critical for Teal to test the design in real people. In an initial study with 220 participants varying in age, race, socioeconomic status, and geography, Teal found that not only were participants able to successfully self-collect samples, they also preferred our design over the speculum, the device doctors typically use during a screening. Now, Teal has launched a nationwide clinical trial and is on the path to FDA approval, not to mention its ultimate goal, catching cervical cancer earlier and saving lives.

To tell stories

When we are designing the future, we have to find ways to help people experience something that doesn’t exist yet. Sometimes that means renting a warehouse to build out a full retail space and actually go shopping in the future; sometimes it’s a life-size game of chutes and ladders that helps admissions officers understand how complex the college application process can actually be. Making allows us to tell the story of a better future state, and inspires our clients to design that future alongside us. 

It’s hard to use schematics and spreadsheets to show the executives of a supersonic flight company what the customer experience of sitting in the cabin will actually feel like. So we built our clients at Boom Supersonic a full-scale prototype out of two by fours and plywood, adorned with foam core walls and custom-machined foam seats. When those executives can actually sit in the seats, walk around, and even feel what it would be like to visit the plane bathroom, the future aircraft experience comes to life in a whole new way. When you layer on actual flight moments like boarding, beverage service, and in-flight entertainment by leveraging VR headsets, the future becomes so tangible and real that everyone can get behind making this new aircraft a reality. 

Stuck working to solve a problem of your own? Prototyping can start with something as small as a sketch or a folded piece of paper—even if what you’re making is the size of a jet. All you have to do is start making.

At IDEO, we have a classic saying: Never show up to a meeting without a prototype. And unlike things that have been around just as long—Pepsi Clear, the Delorean, the Discman—it’s just as relevant today, for making everything from medical devices to emerging technology products.

Some of these aren't words we hear a lot about AI, particularly not in online conversations. Instead, when we conducted an experiment to synthesize general sentiment about AI, trends, and emerging AI case studies, we found a mixed review. 

Posts about the rabbit r1, HumaneAi pin, and other AI assistants offer enthusiasm, but also skepticism and concern. Popular technology Youtuber Marques Brownlee titled his review of the Humane Ai pin “The Worst Product I've Ever Reviewed... For Now.” But some commenters were really positive. One wrote, “If someone can make an AI OS that works like this rabbit r1 demo, there’s another empire waiting to be built.” On Character.ai’s TikTok account, people most frequently commented about feeling an obsessive love for the app, or even an addiction. 

Different people have different needs and expectations, and the future of AI is not one-size-fits-all—or even custom in the way we understand it today. Instead, it will be defined by the proliferation of personalized, adaptive, and specialized solutions to a broad range of needs defined for each individual user. Today, users turn to AI assistants to explore, with an understanding that the outputs need to be reviewed with a critical eye. Widespread adoption of AI assistants in everyday life will require that users can have confidence in their output and actions.

To succeed, we believe these products will need to be five things—intuitive, social, trusted, multimodal, and nurturing.

With some inspiration from products we admire on the market, and signals about what’s coming, let's explore some early concept provocations for how each of these principles could make AI feel great to use and deliver on its promise—in the near-term and farther down the line. 

Intuitive entry points

Technologies that rely on AI promise to streamline our lives, but the current AI landscape is overwhelming. From choosing the right tool for a task to learning how to properly prompt it, the barrier to entry can be daunting for casual consumers. AI is ripe for an evolution into truly intuitive modes of interaction that make it easy to use and accessible for everyone.

Near vision: An AI platform that bridges multiple AI providers and tools with an added layer of automation that picks the optimal toolset and flow for a user.

Products like Perplexity AI show early visions of this style of simplified entrypoint, by offering several large language models (LLM) as options in their search tools. Their focus on mapping sources of data allows users to further explore information, pointing to a future where the AI can take further steps within that data for the user.

Far vision: A product that serves as the conductor of an orchestra of specialized AI agents that work together to accomplish complex tasks on behalf of the user—with minimal prompting and no need for detailed instructions. It would have holistic platform integration through a dedicated app, Siri, Hey Google, text, phone, or email, and be able to do things like schedule vaccine appointments for the whole family. 

‍Inspiration: Forethought, AI-first customer support service; Simplified, a specialized AI suite of marketing and collaboration tools; and Arc Max, an AI-powered web browser that seamlessly integrates LLMs and AI tools with the website browsing experience.

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Social goals

Across our work, we are seeing that people are more connected to technology, but less connected to ourselves and to others. AI technologies are a unique addition that can help people engage with technology in healthier ways. Instead of adding to the digital noise, new AI tools should help people engage with technology in ways that align with their values and lead us to healthy human connections.

Near vision: Opt-in AI assistants that use the data already on our phones to offer nudges and assistance on actions that support their social goals. They can do things like check users’ step count and the weather, to nudge them to get outside with friends on a sunny day. 

Far vision: An AI-powered journal that acts as a digital mirror. It gently nudges users toward their goals and helps them reflect on their day. They decide what data to share with it and which areas of their lives they want it to help with. It can provide support by, say, telling users it’s proud of them for chatting with their mom today when that was a hard thing to do six months ago, and offering to send her flowers as a follow-up.

Inspiration: Character.ai, which is attracting a younger demographic with its offer of human-sounding virtual characters that offer social enrichment and companionship; Journal, Apple’s new iPhone app, which helps users reflect and practice gratitude; Hume AI’s Empathic Voice Interface (EVI), which interprets emotional expressions and generates empathic responses; and ETHIQLY, which is a startup IDEO helped create that aids teachers as they scale (and deepen) connections with their students with the help of generative AI.

Trust and safety

We are living in a data-driven world, where fear and skepticism of AI and fair data use prevails. For users to truly embrace AI, it needs to move toward building trust in the safety, accuracy, and intentions of these applications. Only then can all people use them with confidence.

Near vision: Governance projects that scale safety and compliance solutions for business and consumers. When users interact with a new AI tool, they can see the safety rating and a detailed report, as well as flags about AI-generated content. 

Far vision: AI models are subject to a robust AI safety pipeline before being used by people. Once approved, consumers can feel confident that their data and accounts are secure and information provided is true.  

‍Inspiration: Credo AI, which provides an intelligence layer that tracks, assesses, reports, and manages AI systems to ensure they are effective, compliant, and safe; IBM’s investment into R&D on human-centered AI (HCAI) solutions that amplify and augment human capabilities; and Anthropic, which provides visibility into its models and oversight into AI governance.

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Multimodal interactions

We are already seeing significant advancements toward multimodal AI, with OpenAI’s GPT-4o and Gemini, but most AI technologies still rely on voice and text AI interactions, which limit the richness and convenience of inputs. We believe the ideal future AI technologies will offer a variety of less disruptive ways to interact with and seamlessly integrate into humans’ daily lives, through visual, tactile, and even emotional inputs that create an intuitive synergy between humans and AI.

Near vision: For work, build on existing AI Assistant services of call summary and call interpretation by providing live call outputs that include a mix of audio, visual, and text summaries. 

Far vision: Wearable and ambient tech powered by AI assistants that are made aware of the user and their surroundings through sensory and multimodal input, allowing for short and seamless prompts that enrich their life on-the-go. Imagine being at a networking event and getting a reminder of a name or face you might have forgotten. 

‍Inspiration: The AX Visio AI-powered binoculars, which blend analog viewing with AI for bird and wildlife identification; Fireflies, which joins your meetings to automatically take notes, capture, and transcribe voice conversations across various platforms; rabbit r1 and the Humane Ai pin, which aim for a more intuitive and app-free online experience​; and MIT-developed technology that translates subvocalization signals to words.

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Nurturing and wellbeing

Content generation and execution of simple tasks are just the beginning of what AI can help us with. Future AI solutions will need to be able to keep track of the never-ending list of to-dos involved in managing our current busy lifestyles—so we can have time to care for ourselves and each other.

Near vision: A sleep device company creates wake up and sleep routines customized to personal calendars, health needs, and family routines. Picture a smart speaker and light that calibrates to your bodily needs, supporting your sleep and wake up routines, to help you get a great night’s rest before and after any day.

Far vision: An AI assistant integrated in your household that supports smart devices and communication channels for the entire family. It can order groceries and craft recipes based on everyone’s preferences, schedule maintenance, book catering for birthdays—anything a busy household needs. When you need some off-AI time, all you have to do is unplug it.

‍Inspiration: Aura, a specialized machine-learning platform that can be paired with ordinary microphones and understand more than human voices—like dogs barking, babies crying, and doorbells; the “mui Board Gen 2,” a Kickstarter project for a smart home hub; and Assistant with Bard, which combines Assistant’s capabilities with generative AI to help you stay on top of what’s most important, right from your phone.

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These provocations are driven by our research and signals we’re seeing in the world. For us, the next step to creating human-centered AI products is testing the value of lo-fi prototypes with real users, to find out which products or features are worth our development resources and which map to true needs. After all, we’ve seen companies in the space rush to build a product and get it out the door, before they even test it with potential users. You can make something that seems super futuristic only to find out that no one wants it, or that it can’t really do what you promised. Forty years in, we’re big believers in the power of human-centered design to help us craft audacious futures with technology that people actually want.

Intuitive. Social. Trusted. Nurturing. Multimodal.

I was there as part of the IDEO Play Lab’s ongoing work to leverage design to create digital spaces that help people thrive. We believe that thoughtful digital design is critical, especially as advocates argue there is a correlation between unregulated social media platforms and an ongoing mental health crisis. (In 2021, the CDC found that 42 percent of high school student respondents “experienced persistent feelings of sadness or hopelessness,” a rise from 28 percent in 2011.)

‍At the event, I was really struck by what Khoa-Nathan Ngo, a psychology major at UCLA and a member of #GoodforMEdia, a youth-led group at the Stanford Center for Youth Mental Health & Wellbeing, had to contribute to the conversation. “You really can’t talk about youth, mental health, and well-being in this day and age without also talking about our relationship to social media,” he says. Ngo and his peers advocate for informed social media use and regulation; They’ve created tool kits for parents, led workshops at schools, and testified to support the Age-Appropriate Design Code Act in California. And they also regularly advise private companies and industry leaders, bringing student voice into the design process. After the event, Khoa-Nathan and I reconnected to talk about the importance of co-designing with youth to create a healthier future that includes digital tools and social media.

Michelle Lee: Nathan, you’re incredibly passionate about your work around social media and mental health. What drew you to this space?
Khoa-Nathan Ngo: During the Covid-19 pandemic, I realized that online, pushback against misinformation mostly happens within English-speaking spaces. In my Vietnamese community, and in Spanish- and Chinese-speaking communities, misinformation around where Covid-19 came from and the safety of the vaccine was rampant. That obviously has huge implications for health outcomes. I realized that what I was seeing on social media affected the health of my community and the nation. I couldn’t ignore that.

ML: We met at an event on digital thriving at the Stanford Internet Observatory, where you were part of the youth panel. Why is it important for companies in the private sector and advocacy groups to involve the youth voice in co-design?
KNN: The best argument for the importance of youth participation in co-design is when you look at what happened when they weren’t part of the process. Youth weren't considered in the social media design process at all, and that led to the situation we’re in now. Youth were only considered consumers, a demographic to engage and profit from. Technology could have been created to promote our well-being and interconnectedness, but what we value wasn’t centered in the design process, which has created a major crisis in terms of our mental health.

ML: You mentioned that the legislative work is very rewarding for you. Tell us more about that.
KNN: In our conversations around social media and mental health, there’s a lot of condemning individuals: Kids are addicted to their phones and they don’t know how to hold a conversation, or parents should control privacy settings. But at the legislative level, we’re able to have bigger conversations: How are these tech companies collecting data? How do they design these products to be addictive? How do they radicalize kids by exposing them to echo chambers? How should children’s data be stored? You can really only have those conversations at the policy level.

ML: What are your thoughts about policymakers? What advice do you have for people in positions of governmental power?
Khoa-Nathan Ngo: My advice is to bring in experts who so badly want to be a part of this conversation. The Age-Appropriate Design Code Act in California did that — part of the policy involved bringing together people from fields including computer science, mental health, and children’s rights to figure out a shared vision. This is a complex problem, and it deserves comprehensive solutions that involve going after companies and their practices directly, not just empowering parents and protecting kids. 

ML: I’ve heard you talk about the difference between privileges and rights in the digital space. Can you explain that distinction?
KNN: Of course. Because we all have these apps on our phones, social media platforms can feel like a public and shared space. But at the end of the day, these are private companies, and they can choose what they want to show us. If they privilege popularity-driven content over factual content, that’s their right. The opposite is also true: If their algorithm doesn’t privilege your post, you were not denied your First Amendment right. If you want to post something on your personal account, you have that right, but you don’t have the right to my attention. You have the right to speak, but it’s a privilege to be listened to.

ML: One word that came up repeatedly at the Stanford event was “nuance.” While many focus on the harms of digital media, there are also good things that come out of social media and digital presences, and I’d love for you to touch on that. If I were to say, we’re going to take away all social media, what would your response be?
‍KNN: If you remove social media because of the harm it has caused, then you’re indicting the people who use social media rather than the people who created these platforms to be addictive. No one said that the most popular content needs to be Photoshopped images or Breitbart. That comes from the platforms’ design, and shutting down social media puts the blame on individuals when it should be on companies. Don’t compromise our ability to politically mobilize, or for marginalized youth to find community. There are so many young people who find joy and love on social media—I don’t think that removing it is better than reforming it.

ML: Given how deep you are in this space, what are your thoughts on flipping social media from a tool that can cause harm to one that can lead to self-acceptance and more authenticity? What are some ways that we could approach that?
KNN: I really like this question, because I like to talk about concrete solutions. I think the biggest way we can make social media a place for self-acceptance rather than self-harm is to give autonomy to the users. Let people determine if they want their feed to only consist of people they actually follow, or only show their close friends. Let people determine what healthy social media looks like for them, and give them the ability to design social media for themselves. We know better than anyone else what’s good for us. We should have the ability and tools to act on that knowledge. 

ML: But there’s a certain level of education that goes along with that, to help people be more informed as they make these decisions for themselves, right?
KNN: Definitely. We need to regulate social media, but we also need to teach media literacy. It starts with making sure that mental health education is available in all schools, where children learn about how to protect their emotional health, including on social media. There are ways that we can make social media a better place, but at the end of the day, we also have to communicate to kids that having social media is a massive responsibility.

ML: What might tools to help youth understand that responsibility look like?
KNN: I think it’d be great if there was an online resource that helped parents and kids determine what level of vulnerability they have to online harm. Do I feel connected to my community? Do I feel understood by my peers? Have I developed interests and hobbies of my own? Maybe that can give a measurement that helps kids understand whether they should be online, based on how vulnerable they are to online addiction and harm. 

There also need to be conversations that happen at school. When students learn to navigate research online, we need to teach more than, “Don’t use Wikipedia, kids.” I’m really a fan of assigning an essay and asking students to cite five sources—one of those sources has to be from Twitter, Instagram, or TikTok, and you have to verify it as a credible source. What are the credentials of this TikToker? Are they an MD, are they trying to sell you something? Did they cite anyone in their video? We need to train media analysis and literacy to include social media platforms. 

ML: If you were a parent, what would you do to set rules or guidelines for your kids?
KNN: If I were a parent in this day and age, I would be a bit more humble about how social media is affecting kids’ brains, because it’s rewiring adult brains as well. Our parents say don’t believe everything you read online, but then they believe Facebook conspiracies. Social media addiction is very different from other types of addiction. Gen X and Boomers have seen alcoholism, drug abuse, and the opioid epidemic. My parents can talk to me about that and draw on a rich body of experience. But all of us are experiencing social media at the same time. They don’t have a wealth of experience to draw from. How do you warn kids about sexual predators, if you don't know that is happening online? Or warn them about becoming radicalized? My job is not to inform my child, but to be informed with my child. We’re in this messy digital world together. Can we work together? Can we share tips and tricks about how to have a healthier relationship with social media? 

It definitely has to be a much more egalitarian partnership than it used to be before. It has to be an equal partnership. We’re all going through it together at the same time.

ML: What advice would you give to designers in this space?
‍KNN: If you’re designing a product that will be used by or affect youth, then you should engage youth. That requires a special skill set, because for a young person, it can be really intimidating when an adult asks for your thoughts on an issue. You need to engage them, ask the proper questions, and make them feel comfortable being vulnerable. That’s a different skill set than being a good UX designer or engineer, so if that ability isn’t on your team, think about bringing in people who have experience with youth participation.

Are you asking the right questions about digital thriving? How are you working to understand Gen Z? Tell us how we can help.

A few weeks ago, I attended an event at Stanford University held in collaboration with the Biden-Harris Administration’s Kids Online Health and Safety Task Force.

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.