How do your diverse past experiences influence the way you practice design?
I craft narratives for the things and services we're designing. My background helps me in storytelling, which is in many cases the most important part of getting ideas across. And without the right story, communicating value in the right way to potential customers and stakeholders, those ideas won't go anywhere.
What is most challenging about working in sustainable design?
Just the topic in general is a really heavy one. It's talked about in terms of gloom and doom. Many people approach it from a glass half-empty point-of-view, which is not inspiring and not fun. It's not an inspirational topic for a lot of people; it's "we've got to save ourselves." My job is meant to inspire people and show how sustainability is an opportunity. I try to come at it from an optimistic and intuitive point of view. There is something fun and interesting in sustainability -- that's what I try to emphasize to clients.
Can you give some examples of how you've done that?
In the past, our initial approach was to create a great offer, saying to potential clients, "Hey let's find these amazing opportunities in sustainability, and work on them together." We worked with the Department of Energy to make energy efficiency a more compelling and exciting thing to do; we've worked with utilities providers on similar programs; we've worked with Ford on a better, more efficient driving experience for their Hybrid Fusion. But those projects were only coming along every so often, and we weren't getting enough practice and experience to have a critical mass to scale our efforts.
So how did the IDEO team get around that challenge?
A lot of people here are passionate about sustainability. But we kept hitting the same wall as our clients: Sustainability is a big, complex topic, and how are we really equipped to address something as huge as, say, climate change? But then we said, hey, we find this topic to be enriching to the quality of our work, and it helps us identify solutions and innovations. So rather than waiting for the client to bring us a great sustainability design brief, we decided we would play the role of protagonist and simply build a sustainability dimension into our craft. In our human-centered design work, we did the same thing: We said we find inspiration in this and we're going to use it regardless of whether our clients request it.
How does IDEO take a unique approach to design?
There's a lot of people here who have had diverse, circuitous backgrounds, in philosophy, anthropology, design, arts, engineering, storytelling: people from different walks of life. But our common approach to problem-solving brings us together -- that's design thinking. It's different from analytical thinking, where you break ideas down into discrete components, solve them individually, and bring it all back together for a solution. We do that, and it's valuable; we don't discount it. But in design thinking, instead of breaking down ideas, we're building ideas up. We integrate ideas to get to a new way of accomplishing something, performing a task, creating a service. It's very optimistic in nature; it's integrative. Everyone's a designer.
What about the field of sustainable design do you think is most exciting right now?