Insights for Innovation
“To really understand people and their needs, we need to be out in the world. We need to be in context with people, observing them in their spaces and their interactions.”
—Coe Leta Stafford, IDEO U Co-Managing Director
Insights for Innovation
Insights for Innovation is at the heart of what IDEO is known for—human-centered design. This 5-week course, an in-depth focus on the first phase of design thinking, will ground you in the needs of the people you’re creating for. In this course, you’ll develop empathy for your customers and surface insights for creating products and services they want and need. You’ll gain practical design thinking skills and mindsets that will help you turn your customer needs into human-centered solutions.
Join the course and collaborate with a global community of learners from diverse industries to push your learning, share and receive feedback and resources, and develop long-term connections.
FOUNDATIONS IN DESIGN THINKING CERTIFICATE
Complete Insights for Innovation and From Ideas to Action to earn the Foundations in Design Thinking Certificate.
Introduction Learn about IDEO’s approach to innovation, explore the power of insights, and choose your project challenge.
- An overview of the 5 skills you’ll be exploring in the course: Observing, Learning from Extremes, Interviewing, Immersive Empathy, and Sharing Insights.
- Discussion: Why is it important to see the world through different lenses?
- Activity: Choose the challenge that you’ll explore during the course.
Observe Discover how to observe others and unlock your curiosity.
- Practice how to listen with your eyes in order to understand what people value and care about.
- Discussion: What helps you get into a curious and non-judgmental mindset?
- Activity: Get out in the world and start observing your target audience and their behaviors.
Learn from Extremes Learn why it's important to look at extremes, and how to go about identifying extreme people to interview and observe.
- Understand how learning from extreme perspectives can stretch your thinking so that you can get beyond your assumptions and get to bold, new ideas.
- Discussion: Tell us about a time you stretched your thinking beyond your comfort zone. How did it make you feel and what did you learn from this unfamiliar context?
- Activity: Identify five to eight extreme people and behaviors to help you see new angles of your project challenge.
Interview Learn how to conduct a great interview so you can get deeper, more honest answers that inspire great insights.
- Learn activities and tools for asking the right kinds of questions and setting the stage.
- Discussion: Why is it important to be in tune with your presence when interviewing? How might you enhance your own self-awareness as an interviewer?
- Activity: Plan and conduct an interview. How might you use the tips you’ve learned to get to deeper, more honest answers?
Immersive Empathy Create immersive experiences that get you beyond intellectual understanding to a more visceral sense of another’s perspective.
- Get beyond your assumptions by putting yourself in the shoes of the people you're designing for.
- Discussion: What does empathy mean to you? Can you think back to a time in your personal or professional life when you developed empathy for someone else's experience?
- Activity: Design and conduct an empathy experience to better understand a different perspective.
Share Insights Share compelling, quality insights that will inspire and motivate others to innovate.
- Take what you’ve learned in the previous lessons and turn it into compelling insights to share with others.
- Discussion: What were the themes you arrived at from connecting your individual data points in meaningful ways?
- Activity: Capture, connect, and craft your final project insights (ideally with a group).
Learn from IDEO Practitioners
Jane Fulton Suri
Jane Fulton Suri is a Partner Emeritus and Executive Design Director at IDEO. Jane founded IDEO’s practice of human-centered insights, pioneering approaches that spread throughout organizations across the globe. To increase access to this approach, Jane published IDEO’s Method Cards and Thoughtless Acts?, a collection of snapshots that depict the subtle and creative ways in which people interact with the world. As a popular public speaker, she regularly addresses design and business audiences, and lectures at Stanford, Harvard, and other universities internationally.
Coe Leta Stafford
Coe Leta Stafford is the Co-Managing Director of IDEO U. As an instructor of Insights for Innovation, she teaches global audiences the skills of design thinking, human-centered research, rapid prototyping, and storytelling. Since joining IDEO in 2006, she’s led numerous creative teams across diverse organizations including Microsoft, Target, Intel, Wells Fargo, Ford, eBay, Hasbro, Sesame Street, and Government and Healthcare groups. Known for expertise in digital design, play, and data, her work has won international awards, patents for clients, and been featured in the New York Times and Wired. Coe Leta has a Ph.D. in Education from UC Berkeley and guest lectures at Stanford University’s d.School.
“Fantastic content, excellent format, very engaging, interesting materials, and just plain fun. This is one of the best courses I've taken online.”
Director - Global Delivery Model Services, PwC
“Good structure, material, and great team.”
Senior Software Engineer, Roku
Why Take Insights for Innovation
Better understand the people you’re creating for and what deeply matters to them. Empathy helps unlock new perspectives, which is essential when coming up with creative ideas and solutions. Insights for Innovation will help you understand viscerally and emotionally—not just intellectually—what people want and need through the practice of immersive empathy. In this course, you’ll learn a different way of thinking, an approach you can use again and again to build more human-centered products, services, and organizations.
This Course Will Help You
- Apply the skills and mindsets of the human-centered design process to create products and services people want and need.
- Use observation and learning from extremes to get beyond your assumptions.
- Plan and conduct great customer interviews, so you can get to deeper, more honest answers.
- Use empathy to better understand the needs and motivations of the people you’re serving.
- Turn your raw learnings into shareable insights.
Sneak Peek of the Course
At IDEO, we observe carefully what people say, what they do, and more importantly we seek to understand what deeply matters to them. This peek at the course will show you how we use observation not to judge or draw conclusions, but to get curious.