As many as one-third of the 300,000 annual cardiac arrest fatalities in the US could be avoided if defibrillation was applied within minutes of the cardiac event.

Working with Heartstream, IDEO tested the effectiveness of alternative defibrillator configurations with different users to help develop a highly mobile and easy-to-operate product. Heartstream systematically refined the concept with the goal of making its defibrillators affordable, transportable, and as ubiquitous as fire extinguishers.

(This device is now manufactured by Philips.)

Julep, a fast-growing beauty brand, noticed a problem that has vexed generations of nail polish users: The wand on the bottle is awkward and clumsy to use.

After rounds of user research, IDEO and Julep came up with the solution: the Plié Wand. The elegantly tapered handle sits easily in the hand and connects magnetically with a wand finely calibrated for precision. And for maximum flexibility, it bends to rest gently in the hand, making it an ambidextrous instrument.

Injured US servicemen and servicewomen returning from war must adapt to a home, finding workarounds to cope with their surroundings based on individual capabilities and preferences. Clark Realty Capital, a Virginia-based real estate firm that has partnered with the Department of Defense on more than $4.7 billion in privatized housing, collaborated with IDEO on a new model for building accessible homes on military installations.

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Facing the challenge of visualizing and designing the ideal home for soldiers injured in the field, Clark Realty Capital and IDEO designed floor plans and amenities that would meet or exceed the Americans with Disabilities Act (ADA) standards and be versatile enough to accommodate varied physical and psychological needs. The IDEO design team took an in-depth look at accessibility issues, interviewing and observing civilians and injured soldiers, and asked questions that shed light on how active-duty service members resume civilian life after debilitating injuries. What could make their experience more dignified and healthy, and what might reconnect them with family, close friends, and the world? The team uncovered seven contrasts that defined the complex needs of disabled soldiers and their families, and used these as direction and inspiration for adaptable homes for specific physical, mental, and emotional needs that also fit into the context of everyday life.

The final deliverable consisted of the home design but also included a book and poster that featured floor plans, elevations, and interior renderings. A compelling video montage depicting three real-life military families in the context and challenges of their current homes further reinforced the goals of this worthwhile endeavor.

US Army Fort Belvoir and Clark Realty Capital unveiled the homes on November 30, 2011, in Fort Belvoir, Virginia.

With nearly 5 million registered voters, Los Angeles County represents the largest voting jurisdiction in the United States. Guaranteeing every citizen the right to an accessible and intuitive voting experience has been the highest priority for the Los Angeles County Registrar-Recorder’s office, which oversees the election process.

To revamp its antiquated voting system that dates back to the 1960s, LA County hired IDEO to design the concept, look, and feel of its next-generation replacement, a modular system that could adapt over time. And just as important, one that would be designed, developed, and owned by the county.

Working closely with LA County staff, IDEO designers created a voting system that addresses the complexities unique to that voter base, including its vastly diverse population and its myriad election laws and policies. It was imperative for designers to build a system that would be useful and accessible to all types of voters: those who are vision and hearing impaired, in wheelchairs, have learning disabilities, are unfamiliar with technology, speak languages other than English—voters of all ages and backgrounds.

Their goals: to create one device for equal access, to define a voting process that feels familiar to voters, balancing both emotional and functional needs, and to build a system that’s adaptable over time.

The resulting prototype, designed in collaboration with Digital Foundry and Cambridge Consultants, is a voting device that’s customizable for different user experiences. A touch screen allows any voter to easily navigate the ballot by advancing through different screens showing lists of candidates and ballot measures. For those with vision impairment or reading disabilities, an audio and controller experience guides voters through their options with a push of a few simple buttons. And voters who prefer to read the ballot in a different language—Spanish, Chinese, Korean, or any one of the 11 languages supported by the county—can choose their preference on the same machine. Once they’ve tapped in their selections on the device, they receive a printed paper ballot that goes into an integrated ballot box (the use of a traceable paper ballot is still mandated by law).

Just as we’re able to use our mobile devices to simplify our lives for everything from shopping online to fetching a taxi, the new prototype also allows voters to participate in the ultimate act of democracy with the same ease and accessibility. Voters can mark their votes on their cell phones when it’s convenient, then go to a polling station to transfer their selections from their phones to paper ballots, and cast their ballots in a ballot box.

It’s this convenience factor that officials hope will ultimately make the act of voting more meaningful. “As an election administrator, I can’t drive how exciting the candidates are or how controversial the measures are,” said Dean Logan, LA County’s Registrar-Recorder and County Clerk, whose vision has driven this project. “What I can do, though, is drive a voting experience that’s appealing and that makes you feel the actual weight of the significance of casting a ballot. To be able to go to any location that’s convenient to you, I think adds to that sense of intrinsic value to the voting process. It makes it feel like I’m participating in something that’s meaningful and important, that’s consistent with the way I do other things in my life.”

Once the bulk of the work was completed in June 2016, IDEO handed off designs to the county for execution. IDEO has continued to advise the county and its implementation partners on an as-needed basis to ensure the original intent of the designs—to create a deeply human-centered voter experience—are incorporated during the implementation phase. LA’s new voting system, which rolled out in 2020, has the potential to influence how other counties across the country update their outdated systems.

VIDEO: Democracy By Design, interviews with designers, researchers and Los Angeles County staff. Produced by the Los Angeles County Registrar/County Clerk.

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Dear Maira Kalman,

I have to admit, it was Tibor who brought us together. Him and his flair, and boldness, passion and humor. But you—YOU! You were the words and the drawings and the insights. A creative mess of things I found in contrast to my young orderly graphic design mind, yet loved and admired and wanted every bit of.

In 1999, I saw you at the SFMoMA talking about your beloved husband when Tiborcity was on exhibit. I was sitting next to the person I didn't know would become my own beloved husband. You became part of our lives together—extending to our children. When our 3-year-old daughter recited the full story of Sayonara, Mrs. Kackleman from memory as we flipped through each page, we knew we had done something right.

Yours in missing our beloveds,
Jen Panasik

Portraits in Creativity: Maira Kalman

Dear Buckminster Fuller,

From the moment I first read you, I fell under the spell of a man who couldn’t be contained by a dictionary. Livingry. Tensegrity. Dymaxion. Big ideas packed into beautiful words. Then again, you said to never think about beauty whilst working on a problem. I'd simply know the solution is wrong if its not beautiful in some way.

Oh Bucky, Spaceship Earth needs you now more than ever.

P.S. Can I leave my toothbrush at your geodesic dome?

—Chris Nyffeler

Dear Janet Champ,

I was just a few years out of college when your "If You Let Me Play" Nike campaign came out, and it rocked my world. Here was this gorgeous feminist rallying cry: It wasn't on a flyer at the natural foods store, and it wasn't on a poster at a protest march. It was on national TV, with a big ol' Nike swoosh at the end. I remember thinking, "Whoa. You can have a paying job AND change the world. That's badass." And I promptly became a writer.

With great affection and respect,
Jenn Maer

Dear Syd Mead,

I'm writing to thank your for the countless hours I spent in my youth immersed in the details and possibilities of your future visions. Your inspirational and sometimes cautionary depiction of future artifacts, cities, and cultures inspired me to design optimistically towards a better tomorrow. Thank you for helping enrich and enlarge our dreams of what lies beyond the horizon and for pulling humanity forward.

Best,
Danny Stillion

Visual Futurist: Syd Mead

Dear David Kelley,

You taught me that even the most simple acts can communicate thought, intention, and creativity. Who knew gift wrapping could be an act of self-expression and creativity, or that you could say "no" to someone and still leave them feeling good about the exchange?

You taught me it's all about the nuance, and the details. That with as much care and thought applied to the moments in between, that you can have a lasting impact on someone's day.

In an world of design full of black and grey, you encouraged me to bring the color.

—Sally Sosa

Dear Vaughan Oliver,

I first met you through the Pixies. I don’t know if it was the big hairy back, geometrically augmented monkey, or the bowl of sheep eyes, but you had me hooked. And who uses script type like that!?!! When I first met you, I expected a severe, dark personality in an equally severe, dark dress. But who I met was a clever, happy, normal guy with an incredible eye for the unusual and a penchant for good stories. Because of you, I still own an unusual number of 4AD CDs, whether I like the music or not. And I usually do.

—Michael Hendrix

Dear Aleksandr Rodchenko,

Thank you for teaching me that typography matters. That, with the right size and placement, words on a page can punch you in the face. That might be the most powerful design lesson I ever learned, and something I’ll never be done learning.

Still stunned,
Joe Brown

Dear Jackie and Lloyd,

It was summer of 2007, London Design Week, and my feet were pounding from covering miles and miles of "best of the best design."
Everything is starting to look the same. My eyes glazed over. "Get me out of here!"

On my way to exiting this hell I stumble across a sanctuary. "Take a deep breath..."

Actually, it took my breath away.

Organic sinuous lines, the color so elegant, I still remember that egg-shell blue on the Malvern sofa. But what made the most lasting impression was the two women designers standing before me—as if I was looking at a future self.

Flash forward 11 years, you two continue to inspire me by pushing the craft in furniture design, to bridge the gap between design cultures at We Present, and to help others be successful.

Thank you for showing me the way.

I still dream of an internship, maybe one day...

—Yuni Lee

Dear Marcel Wanders,

You were the designer that I literally wanted to be when I was in school. From your early work with Droog to your radical experiments with materials, to the fantastic stories you create through spaces and objects today. Your work couldn't be more different from what I do as a designer—and I relish that you live way out there on the edge of art and design to remind me of the limits of sound strategy and argued rationales, and to remind us all of the importance of beauty and love and intuition. More recently, we've had the chance to meet, work together, and become friends. I am better at what I do by being challenged by what you do.

—Clark Scheffy

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Do you remember when you first fell for design? The moment you discovered someone whose work sang to you, moved you, sent you skipping down a creative path? In these love notes, the bleeding-hearts of IDEO declare their love for the artists, writers, and designers who showed them the way.

Here are four titles on Tim’s list of highly recommended reading:

1. Leonardo da Vinci by Walter Isaacson

Walter Isaacson, the biographer behind Kissinger and Steve Jobs, turns his attention to the original Renaissance man, whom Brown describes as “perhaps the most curious person who ever lived.” Isaacson draws from 7,200 pages of the artist’s notebooks to trace his journey as inventor, painter, doctor, sculptor, and scientist. Da Vinci was both a procrastinator and a perfectionist, both exuberant and introspective—and his life holds valuable lessons for creatives today. Read the book.

2. Scale: The Universal Laws of Growth, Innovation, Sustainability and the Pace of Life in Organisms, Cities, Economies and Companies by Geoffrey West

Presenting something of a “theory of everything,” West says we can apply the same mathematical principles that govern growth in nature to complex political, corporate, and civic systems. What they all have in common is their response to a rapid increase in size. As cities, companies or human beings grow, they require more resources, which leads to innovations like higher wages and new products, but also negative consequences like waste and overcrowding. As he unpacks the physics of modern systems design, West cautions that growth must be matched by greater sustainability.

3. Heroic Leadership: Best Practices from a 450-Year-Old Company That Changed the World by Chris Lowney

Before he became an investment banker at JP Morgan, Chris Lowney spent seven years as a Jesuit priest. That background in the cloth helped him realize that the issues he faced in nurturing new leaders at JP Morgan were the same ones the Jesuit order had faced over its 450-year history. The Jesuits focus not on what leaders should do, but on who they are. They contend that leadership springs from within and involves a never-ending process of self-examination and learning. The four pillars of leadership that inform the Jesuits’ “corporate culture” are: self-awareness (understanding your strengths, weaknesses, and values), ingenuity (innovating and adapting to a changing world), love (engaging others with a loving attitude), and heroism (energizing yourself and others with heroic ambitions). Can you imagine if every corporate leader embraced these principles? Read the book.

4. Doughnut Economics: Seven Ways to Think Like a 21st-Century Economist by Kate Raworth

Doughnut analogies do a lot to sweeten economics. What, Raworth suggests, if we positioned society within a “doughnut” made of two rings: an inner ring that represents the minimum amount of food, shelter, and other necessities a person needs, and an outer ring that represents the point at which greater consumption begins to damage the Earth beyond repair? That question, along with the author’s case for a more compassionate, sustainable economic model, dovetails with our interest in advancing the circular economy. Tim calls it “a book about economics that makes sense to designers.” Read the book.

Want more? Here are 10 graphic novels we give a thumbs up. And here’s a list of more than 75 books we love, from East of Eden to Exit West.

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When he’s not on the road, teaching, or tinkering in his garage, our CEO Tim Brown can often be found immersed in a good book. Histories, biographies, creative nonfiction—for someone who leads a company that approaches problems from multiple angles, it’s often books that have nothing to do with design that offer the most useful insights.

The exercise wrapped up a three-day workshop with The Nature Conservancy, focused on finding new ways to track entangled whales. Whales often get caught in fishing lines, and responders can’t always free them on the first try. The Conservancy was looking for an easier way to find the whales after they swam away, so that they could complete their rescues.

When designers take on a new challenge, we start by talking to people to gain empathy for their needs. But how do you do that when the user is a whale? Along the way, we found a few workarounds.

Here are our top four lessons on designing for non-humans:

1. Understand the entire ecosystem

We were designing for an unusual ecosystem—an underwater one—and we needed to understand it from all angles. So, we took a day-long field trip to Monterey Bay and Moss Landing, where we really focused on getting a sense of the marine environment. We went kayaking among wildlife, visited a whale disentanglement boat and checked out all of its knives, buoys, and equipment, and talked to several locals. We wanted to understand everything we could about a whale’s journey and behaviors—even if we couldn’t talk to the whales themselves.

Tip: When you can’t physically ask users about their environment, you have to get creative to put yourself in their shoes (or fins). Getting a first-hand look at the users’ surroundings helps you gain empathy for them and gets you into the right mindset.

2. Get visual

Knowing that we’d never be able to experience entanglement from a whale’s perspective, we had to find our own scrappy ways to understand how it happens. We watched whale rescue videos, got a collection of whale posters (illustrated by the man who did the special effects for Free Willy), and asked a rescuer to tie string around miniature whale models to help us visualize the entanglement process. We also bought crab fishing gear, rope, buoys, flippers, and lifejackets to decorate our project space. When our clients arrived for the workshop, we set up kiddie pools and inflatable orcas on our patio. This may sound excessive, but it was a really important part of the project; not only did the equipment set the right scene and mood for the workshop, but it also allowed us to quickly and easily test our ideas.

Tip: Keep your designers and clients immersed in the project with visual cues that represent the subject matter. It keeps morale high, and can even help you quickly iterate and test concepts—the kiddie pools at the workshop came in handy when it was time to try out prototypes.

3. Bring all the players to the table from day one

Since we couldn’t talk to any whales during the project, we conducted our design research with the people who knew them best—marine biologists, researchers, fishermen, and rescuers. We also brought in people with backgrounds in design, technology, government, and academia, and collectively discussed the problem and potential solutions. With the help of so many experts, we were able to fill in all of our gaps in knowledge, whether it was about whale anatomy or government funding.

Tip: When you’re designing for animals, you’re also designing for the people that work with those animals (similarly, if you’re designing for kids, you’re also designing for their parents). To make sure your solutions work for them, too, bring a wide range of voices into the room—even if they have to dial in.

4. Test prototypes in context

After brainstorming and sketching out early concepts, we headed to the IDEO Shop to create prototypes for the whale trackers. We couldn’t test the devices in the shallows of the kiddie pool, so we set up a rig in a neighbor’s swimming pool to see how they’d perform above and below water. This context helped us immensely in understanding what improvements could be made and how much each tracking device would burden the whale. We were able to measure how smoothly the devices moved through water (to minimize drag), and how well they stayed afloat. After each trial run, we were able to refine the prototypes on the spot, and continue testing.

Tip: Before you finalize any concepts, create a test environment that’s as close as possible to the user’s environment. This helps you understand how the concepts will work in context, and gives you the ability to record and measure what you've learned.

Next time we have to design for whales, though, we'll probably just channel our inner Dory.

Special thanks to Dali Yu for being a thought partner for this article, Rachel Tobias, Joerg Student, and Brooke Thyng for taking these photos, and the rest of the team for hosting an amazing workshop!

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On a Thursday afternoon, I found myself with a team of whale biologists, product designers, mechanical engineers, and public policy directors, all standing by a gigantic pool, throwing handmade contraptions into the water. Above us, aerial drones were flying around capturing the scene. Below us, GoPros on selfie sticks moved back and forth under the water. Typical day in the office.

In one sentence, who are you?

A hard-headed idealist, who revels in the start and finish of every project, but curses throughout the process.

What do you do? How did you learn it?

I am a curator of architecture and design. I always wanted to work in a museum, and so I studied art, architecture and curatorial history, and then worked in several galleries and museums.

3 favorite possessions?

1. A pour over coffee maker
2. A pair of small ink drawings of imaginary landscapes
3. Handwritten notes tucked into my suitcase from my sons and husband

What does a typical work session look like?

A typical work session includes too many people and little is accomplished, but a productive work session includes 1-2 colleagues, an inspiring setting, and a knotty idea.

How do you get over creative block?

Deadlines. My father always said to think of a deadline as an opportunity to submit a draft. If you are truly interested in going further you will or you may never return to a subject, but one shouldn’t think that you need to know everything at the time of a deadline. It is a moment that reflects what you do understand at that time.

How do you see the world in 2078?

More tax money is spent on public education and the arts than on the military. Society needs to value education and the arts. SFMOMA understands the value of arts in culture, in making sense of issues, as well as complicated issues. I am hopeful humanity will come to its senses on what to prioritize.

What is the biggest challenge in curating "design"?

I’m not sure there is a singular big challenge to curating design. There are smaller challenges, such as how to exhibit interactive software or ubiquitous commercial products or representations of buildings meant to be experienced in person, etc, but no one specific challenge. Challenges make work interesting, no?!

What’s your number one bucket list item?

I don’t have a bucket list, but I understand the concept and my interests are always shifting, but this week, I’d like to be sure to experience:

• Space travel
• De Maria’s Lightning Fields with my family, New Mexico
• Piamio Sanatorium, Finland
• I am too late since it is destroyed, but would have loved to have visited the Operations Room for Project Cybersyn, Chile

Who are you creative crushin’ on lately?

The ladies of today—Neri Oxman, Tatiana Bilbao, Nathalie du Pasquier, but especially ladies who paved the way, Esther McCoy, Lina Bo Bardi, Barbara Stauffacher Solomon, Susan Kare, Ruth Asawa, Anna Halprin, Clara Porset, and the list continues

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Capturing the world of design is a tall order. It means constantly considering the now, questioning the promise of future technology, and looking across the historical register for patterns and mishaps. Jennifer Dunlop Fletcher does just that, and as the curator of Architecture and Design at SFMOMA, she goes one step further and puts it all on view. Her work asks tough questions for us and, in turn, to us. I took a moment to catch up, get a bit of background, and figure out what motivates her day to day.

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.