Jenny has collaborated with a wide range of clients to define new platforms, service experiences, and innovation strategies. She has an abundant curiosity for uncovering the small nuances of individual behaviors, complementing that with a macro view of emerging social and cultural patterns. Jenny is most at home when tackling messy systemic issues, applying design thinking to reframe complex problems, enable positive impact, uncover new opportunities for value creation, and define “what’s next.” When she’s not busy reading white papers or pattern hunting, she’s out getting muddy in the garden or riding her bike.
A design strategist at IDEO, Colleen has an unshakable belief in the power of design thinking to address social issues and business challenges around the globe. She’s worked with clients to reinvent the emergency department, transform a public school’s approach to education, tackle childhood obesity in America, and reshape finance models for rural farm communities. Colleen studied design at Columbia University and currently works closely with the Stanford Graduate School for Design Thinking. Her bottomless curiosity drives an addiction to podcasts, lectures, and coffee retreats with inspiring minds.
Kevin is a leader in IDEO’s Health & Wellness practice, where he applies the principles of design thinking to help people live healthier lives. Through project work across a range of industries including retail, entertainment, financial services, and food, Kevin has observed a recurring pattern of people aspiring to be healthy who are ultimately undone by their stronger impulses. Kevin believes that designing for this age-old “battle within” is key to a healthier society. Kevin is an engineer, MBA, consumer marketer, design thinker, baseball book author, and soon-to-be father.
Isabela is a guest writer for IDEO PATTERNS. Her daily job as a design researcher can easily take her from shaving rituals to cancer treatment, to healthy prepared food - a fertile ground to recognize patterns across the range of content areas IDEO engages in. Isabela found her niche in the intersection between human behavior, ideas, and things through a long journey that started with producing TV commercials and later devising marketing strategies. Isabela takes a break from observing people by turning her attention to other species, e.g., equine and canine.
Meghann is the Director of New Talent for IDEO Bay Area and focuses on bringing stellar people into the IDEO family. She came to IDEO through business, but entered business through design. Meghann’s worked in a range of product management roles, most notably in children’s shoes, consumer electronics, and high-end gaming enterprises. She is an avid experience collector, so she’s up for just about any adventure.
David is a behavioral economist at IDEO. Because decisions often determine behavior, he sees architecting choice as integral to breakthrough design. David has boundless passion for creating scalable social systems that nudge people to healthier futures. At IDEO he infuses human-centered design with behavioral economics to design for behavior in the areas of health, nutrition and financial wellness. David has founded several companies and published numerous widely-cited papers and book chapters. He earned an MS in Statistics from Stanford University and a PhD from its department of psychology and now lives with his wife and kids in Danville, California.
Betsy is a design strategist and project lead at IDEO. She enjoys tackling unwieldy problems and taking a bold approach to difficult design challenges. Her work runs the gamut from smoking cessation initiatives, to weight management programs, feminine hygiene and organizational transformation. She regularly leads research studies in Europe and Asia.
Betsy studied Product Design at Stanford University, where her senior thesis project—a tampon applicator for beginners—earned her the Chilton Memorial Prize for Excellence in Product Design.
Jane Fulton Suri is fascinated by the patterns we create in response to the world, as it affects us. Whether we’re sorting laundry or putting together an outfit, inhabiting a hotel room or connecting with our personal network, we’re making detailed design choices that shape (and are shaped by) our experiences and cultural norms. As a pioneer of empathic observation, Jane pays attention to vernacular design and everyday creativity as a source of insights. She’s brought this approach to bear on social and business problems alike, believing that design, like life, is about seeking creative harmonies between one’s own interests and those of the broader community—and by extension, the world as know it.
Aradhana,Director for IDEO India, handles strategic partnerships and program development in the region and has experience ranging from architecture and urban design to experience design to service innovation. She is passionate about understanding human behaviors, how they inform the collective societal patterns, and how these patterns intersect with technology and business needs to inform innovative product or service solutions. Her current desire and future focus is designing for emerging markets that are highly value-conscious and require systems-level scalable innovation. She also is a passionate traveler, who loves both the water and the mountains.
Jerome Goh is a Design Lead in IDEO’s Shanghai location. At IDEO, he brings a wealth of design consulting knowledge together with a deep understanding of IDEO’s methodology to the table. He has participated in many different programs. These range from the development of interactive learning and gaming environments, consumer products and service related projects, the design of branded experiential spaces, and even the creation of strategies to help activate organizational change. He possesses deep knowledge and real world experience in the practice and execution IDEO’s core methodologies. From empathic human centered design, to the end to end think to build design philosophy that help clients with turn key design solutions.
Arvind joined IDEO as a multidisciplined designer with experience in design strategy and business. He is a specialist with hardware and software integration projects, and serves as a senior design lead and director for much of IDEO’s work in Mobility. Arvind’s focus is on the interpretation of behaviors —then designing integrated solutions and interactions that enable new ways of connecting with what matters most to people. His award-winning work has been published in Time, Surface, and Fast Company. When not in the studio, Arvind can usually be found in the shop designing furniture or on the mat training Brazilian Jiujitsu.
Suzanne is editor-in-chief of PATTERNS, which she started with others to raise the bar for discussions about human-centered design both inside and outside of IDEO. A zealous observer of people and cultures, Suzanne came to IDEO via a crooked path involving archaeology, museum exhibit design, teaching high school, studying anthropology of religion, and being a dot commie. She crosses the full range of IDEO’s offerings from high-tech education environments to postpartum hospital experiences to convenient yet healthy foods. She also is a passionate traveler, climber, sailor, research geek, and mom.
Lydia Howland is a Human Factors Designer at IDEO London. In that capacity, she works assiduously to uncover insights, identify unmet needs and desires, and pinpoint opportunities for design, based on her observations of people and culture at large. Before joining IDEO, Lydia was a social policy researcher at Demos, a UK-based think tank, which is where she first became interested in the politics of public behavior. Lydia also, allegedly, has a slightly obsessive relationship with cheese—only rarely of the American variety.
Over 15 years of brand strategy and research, Meija has helped clients benefit from understanding what’s really meaningful to people. Spotting patterns across clients as diverse as Coca-Cola, Ford, and Deloitte has led Meija to ideas that matter to people, build brands and business. Her work has been recognized by a host of awards including EFFIE, Cannes, and Jay Chiat Planning Awards. Meija keeps her inspiration fresh by moving her body with yoga, dance, or urban hikes. She’s currently on a mission for the best salad in San Francisco.
Simon’s work spans macro and micro, from long-term platform strategy to pixels and milliseconds. To satisfy this range of interests he has worked on diverse projects including medical devices, retirement services, mobile payments, and the digital experience of the Olympic games. Simon holds an M.Des. in Interaction Design from Carnegie Mellon University where he explored product evolution, information visualization, location-based interactions, and slow design. Currently located in Chicago, he continues to act as a sponge for new technologies, behaviors, and theories that can inform his approach to design.
Sally is a designer and project leader at IDEO, and a leader of IDEO’s Social Innovation domain. As a child, one of her favorite rainy day activities was sorting and arranging different objects in her house into different categories—she has always been a pattern spotter. Today, she brings a holistic view to the design of products, services, and systems, believing that good design touches on each of these. Her experience at IDEO includes programs for social and commercial clients in India, Ghana, Kenya, Bangladesh, Mexico, and the U.S. She’s an enthusiastic globetrotter, traveling with open eyes (and an open mouth) and a camera around her neck, immersing herself in a unique array of experiences.
Jenn joined IDEO with over 10 years of ad agency creative experience, and now leads brand-focused projects for clients as diverse as Campbell’s, Marriott, and The National Campaign to Prevent Teen and Unplanned Pregnancy. She combines a passion for language with an obsession for pop culture, and firmly believes the best ideas come to life during long walks or hot showers. When she’s not writing or strategizing, Jenn fronts IDEO’s all-employee rock band, which is, rather unfortunately, named “Fishlocker.” (She swears she didn’t name the band.)
Tatyana is an economic anthropologist whose curiosity is unbounded by time and space. She has done fieldwork across North America, Europe, Asia, and Africa, and her projects have ranged from recreating the economic institutions in low-income housing to helping NGOs in Africa increase smallholder farmer income. Prior to IDEO, Tatyana was a senior planner and futurist for the Leo Burnett Group and headed her own brand & futures consultancy, Emergent Thinking. She holds a PhD in anthropology and has received major grants for her work from the National Science Foundation and the Soros Foundation.
Patrice Martin co-leads IDEO’s Social Innovation Domain, and she’s a lover of all things quirky and a bit unusual. Finding the odd details and the interesting bits are her never-ending source of inspiration. Patrice has followed her passions at IDEO along a twisting path, through brand strategy, spatial experiences, designing for community, systems design to currently focusing on improving the lives of people in low-income communities. When not sniffing out a good story, you can also find her doing yoga, looking for a good Scrabble game and wishing she cooked more.
Bill Maurer is Professor of Anthropology and Law, and Director of the Institute for Money, Technology and Financial Inclusion, at the University of California, Irvine.
Michael Phillips Moskowitz is a communication designer and writer at IDEO. His work focuses primarily on storytelling, brand experience, and design strategy. Michael came to IDEO directly from EngineMPM, a brand strategy consultancy based in Palo Alto, California. Prior to founding and serving as principal of the agency, he was the co-founder and editor-in-chief of TODO Monthly; the co-founder and creative director of Gytha Mander; and a research staffer at The Council on Foreign Relations, the Washington Institute for Near East Policy, MEMRI, and the Center for International Security and Cooperation at Stanford.
Madison Mount is an associate partner at IDEO and leader of Consumer Experience Design—IDEO’s largest business community. Madison is also the co-founder of IDEO’s Food & Beverage practice. In both of these roles, Madison helps companies and organizations solve their toughest challenges. This includes advising clients on strategic business and organizational decisions as well as envisioning the offers that bring those strategies to market. Current and prior clients include P+G, Campbell’s, ConAgra, the Gates Foundation, Levi’s, and Callaway Golf.
Nicole Oncina is a business development associate in IDEO’s Food & Beverage practice and Consumer Experience Design business community. She works closely with clients to design engagements that deliver business opportunities at the intersection of human desirability, technical feasibility, and business viability. Some of Nicole’s clients have included Chiquita, Levi’s, Electronic Arts, and Qualcomm.
Prior to IDEO, she worked as a journalist in the US and Italy, and led communications initiatives at international architecture firm SOM. Nicole attests to loving most things made of Core-Ten steel, Sangiovese grapes, and pork.
Ashlea’s work at IDEO focuses on storytelling and designing brand experiences for clients as diverse as the TSA and KODA, a social media startup. Her writing has been recognized by a variety of awards and publications, including Cannes and the Effies. She finds inspiration through teaching children the art of expression, wandering the aisles of antique markets, and people watching on public transportation.
Colin is a business designer at IDEO. His work has ranged from software strategy to retail design, and many points in between. He’s addicted to people watching and finds design inspiration in some of the strangest places, from water towers to taco trucks. He believes that strategies are about systems–successful businesses require offerings, brands, and services that complement each other. He holds no prestigious or impressive design awards, but his mother continues to insist that she is quite proud of him.
Lauren is a member of the Food and Beverage practice at IDEO and labors relentlessly to develop insights into human behavior. Her expertise when it comes to said behaviors spans several categories, as seen in PATTERNS.
Lauren is IDEO’s resident food science innovator and a technical build-guide. She brings to the firm, and to all food and beverage products, both a passion for all things edible and a command of food science knowledge. Lauren also publishes a monthly Eater’s Digest newsletter and a personal food blog, foodspiration.com.
Always on the look-out for a challenge, Caroline has worn a number of hats in her time at IDEO. From recruiting new IDEOers to facilitating design sessions for social entrepreneurs in India, Caroline’s been on the front lines of emerging work in the public sector, finance, education, and brand strategy. Growing up as a “Third Culture Kid,” Caroline has an affinity for engaging with other languages and cultures and is always planning her next travel adventure (currently under consideration: a group camper adventure through Ecuador).
Rachel works as a senior design strategist, client relationship manager and business lead for the Design for Learning domain at IDEO. She leads IDEO’s multidisciplinary teams by providing strategic guidance, structuring engagements, and translating client constraints into best offerings. Rachel enjoys gathering high-level insights across her portfolio of work, including projects focused on education and learning, multi-platform user experiences and complex system designs. Before joining IDEO, she played bass in Rolling Stone Magazine’s “Hot Band of ’98.”
Sue Tan exercises her love for all things design, people and strategy through her role as a Human Factors Designer at IDEO. Starting in San Francisco, she continued on her nomadic path to IDEO Shanghai seizing the opportunity to dig below the surface of the rapid growth in Asia through the lens of products, services, brands and organizations. Her multi-national upbringing fuels her passion for bridging cultures and perspectives. Prior to IDEO, Sue spent 2 years abroad, first in Beijing studying language and getting her feet wet in teaching and ethnography and later completing a graduate degree in Entrepreneurship and Innovation in Singapore. Her commitment to creativity is rooted in her BFA in Industrial Design.
Beau Trincia is an environments designer at IDEO. Approaching thorny design challenges as an architect, his primary area of expertise and background, Beau’s work has been celebrated and exhibited widely. Prior projects have been featured in the Vitra Museum and published in Transmaterial, Network Formations, and Metropolis magazine. He has also taught courses in design at UC Berkeley. In his spare time, Beau can be found laser-cutting everything he can get his hands on, playing the synthesizer, and immersing himself in the chaos of city life.
Gabriel Trionfi, Ph.D. is a researcher on Facebook’s Design team. Gabe collaborates with designers to bring human centered insights to Facebook’s product development process. Working at Facebook allows Gabe to bring his unique blend of knowledge about human development, psychology, and play to cutting edge social media design. Prior to Facebook Gabe deepened his design research chops as a senior member of IDEO’s Human Factors group. At IDEO Gabe had the honor of working with some amazing clients like the U.S. DOE, Steelcase, IDEO Toy Lab, LEGO, EA, the U.S. CDC, the Carnegie Corporation and Gates Foundation.
Jody, the founder of CultureofFuture.com, is a small woman with a big brand stick. She likes working with the big brands bringing in the important human trends of the day… she’s really just a strategic innovation “advice giver”. Not so much bossy as Girl Scout like, Jody has contributed to the good folk at Apple, Nike, The Gap, TEDActive, BMW/Mini, Sony, Samsung, Microsoft and most importantly (and her fave) IDEO. She also spreads the good word via London’s Trendwatching.com speaking engagements that take her to Dubai, Helsinki, Istanbul, Sao Palo, NY, LA, Ghana, yada yada. Jody’s expertise is narration, innovation, communication design, just pick a topic and watch her go.
Leslie Witt is a co-founder of Healthy Living at IDEO, a group organized to promote physical, emotional and financial health by improving everyday behaviors and choices. She is currently focused on the ‘financial’ dimension of healthy living, working to reshape the financial service industry with the idea of ‘health’ at it’s center. Prior to IDEO, leslie was an architect and academic–she continues her involvement in these spheres with a commitment to teaching. When not helping her clients hatch a new strategy or her students tackle a new challenge, she can most often be found enjoying a tasty meal in her backyard oasis with a book in one hand, a glass of wine in the other with a sleeping puppy at her feet.
Kris is a designer at IDEO who works on all things brand, service, and product. Being a big sports fan, and lover of all things related to fashion, hospitality and film, makes Kris a bit of a culture vulture. Having been raised in a family of 7 in Canada, Kris knows a thing or two about collaboration. She has a twin sister who constantly reminds her how weird she is, but that only makes Kris appreciate the creative work environment at IDEO. Kris also teaches at Stanford University at the d.school where she is constantly inspired and amazed.
Gretchen is a design strategist and a lead within the Consumer Experience Design practice at IDEO. She takes a long view in her approach to design focusing on solutions where product, service, environment and communication meet to create meaningful user experiences and robust businesses over the long-haul. Gretchen is coleading the emerging Change+ domain. She brings deep experience in design for adherence to this initiative, which tackles the specific challenge of helping people and organizations meet their long-term needs by supporting sustained positive behavioral and attitudinal change through design. When not thinking about the big picture and the long term, Gretchen lives in the moment savoring the little things like good coffee, good chocolate, and good friends.
Beau Bergeron serves as one of the head illustrators for PATTERNS. A communication designer with a flair for experimental storytelling and a soft-spot for cutting-edge visuals, Beau has worked with multidisciplinary teams to create new products, services, and experiences for such diverse clients as McDonanld’s, PNC, and the City of Chicago, among others. He also frequently collaborates with IDEO’s Kid + Play and Toy Lab groups to help design engaging digital apps and interactive experiences for the grammar-school set.
Katie Clark is a graphic designer and digital marketing lead whose passion for beautifying and straightening the world was an inevitable result of the marriage between a painter and a Marine Corps colonel. For the past eight years, she has had the privilege of telling the world IDEO’s most intriguing stories through various books, websites, events, and interactions. Katie supports the production of PATTERNS’ online & print pieces and believes the universe could discern most of its fate by recognizing the patterns found in everyday life. Outside of IDEO, she is an active health blogger as well as a classical pianist, guitarist, Stevie Wonder fanatic, and surfer.
Tracy DeLuca’s work at IDEO is focused on branding and communication design. With a decade of advertising experience behind her, Tracy joined IDEO in the summer of 2008 to work on a diverse range of projects. Everything from financial services and home care to helping create a culture of conservation in British Columbia. A voracious traveler, Tracy authors a popular blog called Travel Betty, where even she can’t believe the good fortune of her experiences.
By supporting IDEO’s Design Leadership and Business Development communities, Katie Gorman designs easier days for the busiest of people. A native of Salinas, CA, the Lettuce Capital of the World, Katie holds a BA in English from Santa Clara University and has plenty of administrative and educational experience under her belt. Her loves include Creativity Explored, classic cinema, performing music and dance, dated roadside attractions, super crunchy french fries, San Francisco history, and generally all things cozy.
Barry is the founder and sole member of the Bureau of Narrative Prototyping (Division of Rhetorical Engineering). He believes that words are an important medium of design and uses his verbal skills (such as they are) in support of projects of every sort. In addition to writing and editing, he has given dozens of client presentations in which he attempts to place projects in a historical perspective: credit cards, carbonation (Pepsi), habitable spacecrafts, sitting down (Steelcase), body imaging (GE Medical), chewing gum, etc. etc. etc. In his spare time he is Professor of Humanities and Design at the California College of the Arts and at Stanford.
Martin is an industrial designer at IDEO. Whether designing for consumer electronics, transportation, fashion or re-imagining services, he is driven by a passion for the farthest reaches of art, design and creativity. He’s notorious for his illustrative communication design, as well as for having a keen interest in both visual and behavioral trends. Martin’s early work has been recognized by the UK Royal Society of Arts, but he’s more likely to boast about his talent for mixing a mean Dark & Stormy.