The document provides an overview of decision making models including the rational model, non-rational models, intuition-based models, and group decision making techniques. It then summarizes IDEO's approach to design thinking which includes emphasizing empathy with customers, considering anything is possible during brainstorming, prototyping solutions, using technology creatively, and working with speed. The document also reviews IDEO's work designing the AT&T mMode mobile application to make it more intuitive for customers.

4. decision making

5. Decision
Making
Organizational
Behavior
Presentation

6. Model

7. 1. The Rational Model
2. Non-rational Models
Model

8. 1. The Rational Model
“Four-step sequence”
Implementing
Identifying the Generating Selecting a
and Evaluating
Problem Solutions Solution
the Solution
Model

9. 2. Non-Rational Model
“How decisions actually are made.”
2.1. Simon’s Normative Model
- Bounded rationality
- Satisfying
2.2. The Garbage Can Model
Model

10. Intuition

11. A Model of Intuition
Expertise Holistic
Hunch
Intuition
Automated
Feeling
Experience
Intuition

12. Group Decision Making

13. • Efficiency
• Confidence in judgments
• Group size
• Decision making accuracy
Issues Group Individual
Efficiency Less More Time Constraints
Confidence in More Less
judgments
Quality - - Depending on
Group size
Accuracy
Processes and
Performance
Group VS
Individual Performance

14. Brainstorming
1. Defer judgment
- Build on the ideas of others
- Encourage wild ideas
- Go for quantity over quality
- Be visual
- Stay focused on the topic
- One conversation at a time
2. The Nominal Group Technique
3. The Delphi Technique
Group Problem
Solving Technique

15. Tolerance for Ambiguity
High
Analytical Conceptual
Directive Behavioral
Low
Task and technical concerns People and social concerns
Value Orientation
Decision Making Styles

16. Case Study : IDEO

17. BRIGHT
IDEAS
FOR
DARK
TIMES

18. we’re global design consultancy,
we create impact through design.

19. How do I inspired myself
and my company?
How do we make the
recession work
for us, and not
against us?
What can we do
differently tomorrow
morning?

20. IDEO
IDEO

24. 1000+ 3,500
Patents issued Field interviews
since 1978 in 2007
10,500 345+
Conference calls Awards won
in a year since 1991
Featured Work

26. the business of design thinking

28. ideo clients

32. 5 steps

33. 5 steps
• Fly on the wall
• Bodystorming
• Empathy Tool
1. Emphasize the empathy with the customer

34. 5 steps
1. Emphasize the empathy with the customer

35. 5 steps
2. Anything is Possible Brainstorm

36. 5 steps
"quick and dirty prototyping,"
3. Visualizing solutions by creating actual prototypes,

37. 5 steps
3. Visualizing solutions by creating actual prototypes,

38. 5 steps
technology-enabled
experiences (TEX)
4. Using technology to find creative solutions

39. 5 steps
5. Doing it all with incredible speed

40. my mMode

42. AT&T mMode
mMode is launched in 2002
mMode is application to access information via
wireless
Problem :
customer were not signed-up

43. game plan

44. Game Plan
Empathic research
AT&T manager has a mission to find things from their own product
channel 3

45. Game Plan
“Even teenagers didn’t get it”

46. Recognize their problem
Brainstorm + Prototypes

47. my mMode
“easy to use, but offers key innovations”

48. My mMode Features
- organize frequently accessed services much like a
web browser's favorites list
- share mobile pages or sites with other mMode
users
- find content by category, popularity, date, and
through AT&T Wireless "personas"

50. assumption

51. Assumption

55. What’s your most famous product?
That’s hard to determine! The Apple Mouse
is probably the most iconic product, since it
can truly be said to have helped shape a
new industry. But the Crest Neat-Squeeze
Tube was first made 20 years ago and is
still on the market, and hundreds of millions
have been made. And then there’s the ABC
Nightline episode in which we designed a
shopping cart. It’s been shown to
classroom and industry groups all over the
world, making for a total of around 10
million viewers. Then again, lots of people
bought the Palm V when it came out in
1999.
Rickson Sun / Chief Technologist

56. What kind of name is IDEO?
ideo- is the combining form of the word idea,
used in words like ideogram and ideology. It’s
not an abbreviation and it’s not a foreign word.
One of our founders, Bill Moggridge,
discovered it while browsing a dictionary. We
considered spelling it lower-case with a dash,
but when Paul Rand designed our first logo
using capital letters, we liked it so much we
spelled it that way everywhere. By the way, we
pronounce it EYE-dee-oh.
Scott Underwood / Communication Design

57. THE END