As a freelancer I’ve had the opportunity to work with Ideo on innovation design projects, which has been fantastic. Ideo is an award-winning global design and innovation consultancy, which is a fancy way of saying they do a lot of research and use their big beautiful brains to help companies and organizations develop new products, services and even industries. I love doing this kind of work because it’s very much like the creative process I know in advertising, except it’s focused on creating the things instead of creating the ads that sell the things. Same muscles, different sport.

The work is always confidential, but I can describe my experience.

I also took Ideo U’s “Insights for Innovation” class on design thinking research and you can see my project and process below.

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Insights for innovation project

Click here or on the picture below to see how I worked through primary research with observation, interviews, and empathy immersion,

and then crafted actionable insight statements to spark innovations to improve commuter transit in Chicago.