IIDA Perspective - Fall/Winter 2015 - 18

The end result
For some design consultancies, the final product is
a PowerPoint or report. This is often a complaint
levelled at IDEO, where the business model
concentrates on research, strategy and digital
development, not creating and building a design.
("Bits are a lot more profitable than atoms," quips
Kuang.) Not a few design strategists said off-therecord that they have had clients come to them
with thorough, attractive IDEO briefs well over 100
pages long that nevertheless needed deciphering,
as the document failed to clearly explain how they
were meant to proceed.
But many design-strategy firms see it as their
mission to deliver something more tangible-
either on their own or in concert with an
architecture firm. Intersection, for example, began
as a technology company, but now offers
everything involved in creating an experience,
from crafting the initial concept to implementing
the design to supporting the final product. "We are
exposed to all of the challenges that may arise, so
they can be addressed from the beginning,"
says Clare.
Architecture and interior design firms are also
beginning to see the value in the innovationconsultancy approach. Some now have at least one
in-house expert dedicated to handling "workplace
strategy," and a few savvy firms have their own
design-strategy departments, including Perkins +
Will, HOK, Gensler and NBBJ.

18

At HLW, a global architecture and engineering firm
headquartered in New York, Liz Burow directs a
"Strategy and Discovery" team, which works closely
with clients to discover their needs and develop a
plan for the most effective design. The staffers
come from a range of academic backgrounds, from
anthropology to mathematics, which lends more
rigor to their investigation. HLW designers are
always on hand during discussions with clients, so
they understand the reasons behind certain
choices and can intervene early if they envision a
problem arising. This means "nothing is lost in
translation," says Burow.
HLW's clients appear grateful for the arrangement.
Arnold Madisson, director of real estate and office
management at Yodle, a digital marketing and
advertising start-up, enlisted Burow's team to help
transform Yodle's bland office into a hip place
where people want to work. After observing and
talking to various executives and workers, HLW
figured out a way to bring some of the company's
culture into the space. For example, although Yodle
is a startup, the firm prefers warm and muted hues
over flashes of bright color. HLW also accompanied
Yodle on scouting tours to possible spaces, alerting
the client of possible complications and constraints.
"It was very helpful to have them with us for the
entire process," says Madisson. "They understood
us and got us to where we wanted to go." Yodle
moved into their space in April.
Though design-thinking coursework is still more
common in business schools (such as Harvard and
Stanford's design school programs) than
architecture programs, this approach is starting to
infi ltrate art and design schools, such as the
California College of Art's MBA in Design Strategy
and Parsons's Masters in Strategic Design and
Management. Architecture students at Tulane and
the University of Minnesota can also take courses
in "design thinking."



Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2015

IIDA Perspective - Fall/Winter 2015
Contents
From IIDA
Behind the Issue
Contributors
Viewpoints
The Innovation Insurrection
Lens Flare
The Once and Future King of Commerce
Point/Counterpoint
All Around the World
Inspiration
Colophon
Design Buzz
IIDA Perspective - Fall/Winter 2015 - IIDA Perspective - Fall/Winter 2015
IIDA Perspective - Fall/Winter 2015 - Cover2
IIDA Perspective - Fall/Winter 2015 - 1
IIDA Perspective - Fall/Winter 2015 - Contents
IIDA Perspective - Fall/Winter 2015 - 3
IIDA Perspective - Fall/Winter 2015 - 4
IIDA Perspective - Fall/Winter 2015 - From IIDA
IIDA Perspective - Fall/Winter 2015 - Behind the Issue
IIDA Perspective - Fall/Winter 2015 - 7
IIDA Perspective - Fall/Winter 2015 - Contributors
IIDA Perspective - Fall/Winter 2015 - 9
IIDA Perspective - Fall/Winter 2015 - Viewpoints
IIDA Perspective - Fall/Winter 2015 - 11
IIDA Perspective - Fall/Winter 2015 - The Innovation Insurrection
IIDA Perspective - Fall/Winter 2015 - 13
IIDA Perspective - Fall/Winter 2015 - 14
IIDA Perspective - Fall/Winter 2015 - 15
IIDA Perspective - Fall/Winter 2015 - 16
IIDA Perspective - Fall/Winter 2015 - 17
IIDA Perspective - Fall/Winter 2015 - 18
IIDA Perspective - Fall/Winter 2015 - 19
IIDA Perspective - Fall/Winter 2015 - Lens Flare
IIDA Perspective - Fall/Winter 2015 - 21
IIDA Perspective - Fall/Winter 2015 - 22
IIDA Perspective - Fall/Winter 2015 - 23
IIDA Perspective - Fall/Winter 2015 - 24
IIDA Perspective - Fall/Winter 2015 - 25
IIDA Perspective - Fall/Winter 2015 - 26
IIDA Perspective - Fall/Winter 2015 - 27
IIDA Perspective - Fall/Winter 2015 - 28
IIDA Perspective - Fall/Winter 2015 - 29
IIDA Perspective - Fall/Winter 2015 - The Once and Future King of Commerce
IIDA Perspective - Fall/Winter 2015 - 31
IIDA Perspective - Fall/Winter 2015 - 32
IIDA Perspective - Fall/Winter 2015 - 33
IIDA Perspective - Fall/Winter 2015 - 34
IIDA Perspective - Fall/Winter 2015 - 35
IIDA Perspective - Fall/Winter 2015 - 36
IIDA Perspective - Fall/Winter 2015 - 37
IIDA Perspective - Fall/Winter 2015 - 38
IIDA Perspective - Fall/Winter 2015 - 39
IIDA Perspective - Fall/Winter 2015 - Point/Counterpoint
IIDA Perspective - Fall/Winter 2015 - 41
IIDA Perspective - Fall/Winter 2015 - 42
IIDA Perspective - Fall/Winter 2015 - 43
IIDA Perspective - Fall/Winter 2015 - 44
IIDA Perspective - Fall/Winter 2015 - 45
IIDA Perspective - Fall/Winter 2015 - All Around the World
IIDA Perspective - Fall/Winter 2015 - 47
IIDA Perspective - Fall/Winter 2015 - 48
IIDA Perspective - Fall/Winter 2015 - 49
IIDA Perspective - Fall/Winter 2015 - 50
IIDA Perspective - Fall/Winter 2015 - 51
IIDA Perspective - Fall/Winter 2015 - Inspiration
IIDA Perspective - Fall/Winter 2015 - 53
IIDA Perspective - Fall/Winter 2015 - 54
IIDA Perspective - Fall/Winter 2015 - Colophon
IIDA Perspective - Fall/Winter 2015 - Design Buzz
IIDA Perspective - Fall/Winter 2015 - Cover3
IIDA Perspective - Fall/Winter 2015 - Cover4
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