Although IDEO has been working very hard for the project assigned by Simmons, there were some problems that lead Simmons to not reach its goal. In fact, they received no reaction from customers. This is due to the fact that the process of disclose new products to the customers was too quick and so they cannot recognize the nolveties of Simmons project. Moreover, they lose sight of the identitiy of their clients, they were too enthusiastic of themselves.
In order to avoid conflicts and reach consensus decision, they also were always agree with themselves about every outcome, displaying the groupthink problem. Finally they showed a lack of interaction and collaboration with their clients. All those things led the Simmons project turned out to be a defeat, even if the products were innovative and well segmented. Answer 2: As I said before, Simmons showed a lack of interaction and collaboration with their clients.
So the first lesson IDEO could learn from the Simmons project is that, especially in the first stage (called “Phase 0”), IDEO can share its teamwork and offices with some key-people of Simmons, in order to let them participate in the activity of forming ideas and brainstorming. The customers of IDEO (Simmons, for example) need to feel like they are part of the project and to learn deeply the culture and the way of thinking, keeping them in mind. Thus, it’s very important to intensify and expand realtions with customers.
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Moreover, IDEO had introduced and integrated business factor people into the design team, with the aim of encourage and support clients with their skills. Then, they had learnt that you can easily boost the relationship with customers and gain understanding of organizations and environment by teaching to your employees the importance of storytelling. With this “new” tool, they will learn other stories from other companies and so they will be able to better know their strengths and their weaknessess and so better know and appeal to the shared emotional values of their own company.