Creative Problem Solving Report: IDEO, Frog Design, and Sainsbury

This report delves into the realm of creative problem-solving, emphasizing the methodologies of IDEO, a leading design and consulting firm, and its application in the context of businesses like Sainsbury. The report begins by highlighting the importance of creative problem-solving in today's dynamic business environment, where innovation and adaptability are crucial for survival and success. It then analyzes IDEO's approach, which includes design thinking, prototyping, and brainstorming, examining its practical applications in product development. The report also considers Frog Design's contributions to the industry. Furthermore, the report includes a case study applying IDEO's approach to Sainsbury. The report covers IDEO's design process, from understanding the problem to manufacturing and implementation. Overall, the report provides insights into how businesses can leverage creative problem-solving to address challenges, foster innovation, and achieve their strategic goals.

CREATING PROBLEM SOLVING
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EXECUTIVE SUMMARY
Creative problem solving is the ability of the individual or organization to solve the varied
aspects of the problem in a unique way. Brainstorming and case study session are the most effectual
ways through which company is able to thin and solve the problem in a innovative style. This
project report is based on IDEO which offers consultancy services to the business customers in
regard to the product development. IDEO had made contribution in the growth and success of
Apple, oral-B etc. It can be summarized that IDEO is the world's leading organization who offers
unique product or services to the customers. Further, in this Frog design also has been considered
which also operated in the similar industry.
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Table of Contents
INTRODUCTION ...............................................................................................................................3
1. Importance of creative problem solving for today's business environment.................................3
2. An analysis of IDEO's approach to creative problem solving approach......................................5
3. Application of creative problem solving approach of IDEO in the context of Sainsbury ..........8
4. Personal Reflection .....................................................................................................................9
REFERENCES...................................................................................................................................13
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INTRODUCTION
Creating problem solving, often shortened to CPS is a technique of generating ideas.
Looking at the present age of globalization, things are changing at faster rate because of across
boarder transactions. In such dynamic world, only the organization who provides services according
to the customer need can survive for the longer period at a high competitive strength. CPS is an
effective technique to combine both innovations and creativity with each other so that most of the
customers can be satisfied. As a result, companies can achieve high success at international market
and achieve their target goals and objectives to a great extent. Present project report will address the
concept of CPS in IDEO and also in Frog design which also provide innovative designes and
products to the company. It will greatly assist firms to overcome from such difficulties and thereby
take strategic and qualitative decisions to assure long run survival.
1. Importance of creative problem solving for today's business environment
In the present age of fiercty to adapt to rapidly che competition, all the organizations are
facing throat cut competition from each other. They are trying to conduct their operations in more
effectual manner so that it can compete effectively from national as well as international
organizations. In the present market, it becomes essential for the firms to provide qualitative
services to the wide range of customers for the business growth (Hélie and Sun, 2010). But still,
providing better quality of services to the public is not only enough, firm also has to combine
innovations and creativity in their products and services. Otherwise, it can not compete in the
market and may be lose their large customer base.
Creative problem solving (CPty to adapt to rapidly chS) is a technique that address the
challenges, problems or issues in creative manner to solve it. It must be keep in mind that solution is
not obvious and general, it must be very creative that embark an good image in the mind of
consumers and make firm different from their competitors. This process has been developed by Dr.
Sidney, J. Parnes and Alex Osborn in the year 1950 thus, CPS is the trademark of Osborn-Parness.
IDEO is an international design and consulting firm who has been established in the year 1991. It is
a private firm who operates in design firm industry. Company is located in several countries such as
Boston, Singapore, Tokyo, Chicago, Shanghai, London, San Francisco, Munich, Palo Alto, New
York City etc. Firm uses various design thinking methods and techniques to design variety of
products, services, digital experiences and environments. Moreover, it is currently involve in
management consulting and deigning process of the organization. It includes communication
design, business design, branding, food science, healthcare services, mechanical engineering,
software engineering, interaction design, digital design, electrical design etc (Jarosz, Colflesh and
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Wiley, 2012). IDEO had founded solution for food and beverage industry, retailers, educational,
offices, computer, automotive industry etc.
This idea generation technique greatly assist companies to find out the most creative and
best solution from the available alternatives. CPS usually involves a team approach in which all the
upper and lower level personnel are considered (Uribe, Larach and Cabra, 2010). This technique
assumes that workers are the crucial part of the organization because they provide service to the
customers. Henceforth, by allowing workers to take part in the process of finding solutions helps to
find out new and creative solutions of the prospective problems. In the present business world, CPS
is extensively used technique by number of firms due to following reasons:
 CPS is an effective way to find out better and creative solution of their problems. IDEO
focuses to make companies more innovative, adaptive and creatively competitive by taking
into account some creative differences (Nakagawa, 2011.). It will assist firms to enhance
their strategic capabilities and competitive strength so that it can compete more effectively
across international market.
 As already said that it allow the participation of all the personnel and staff members in the
process of finding solution. Thus, it helps to build tram work by creating a strong bonding
among all the members. Moreover, it will increase interaction between the staff members sio
that firms can attract talented workers and retain existing experienced employees (Vidal,
2010). Thus, high staff morale and satisfaction will significantly increase workers
productivity to a great extent.
 Flexibility is also an advantage of CPS technique. As said earlier, in the present arena,
market is full of volatile and fluctuation that brings both opportunity and threats for the
corporations. Thus, CPS process helps to find solution of potential threats by using various
creative thinking tools such as Synectics, TRIZ, Brainstorming, Mind mapping, reversal of
problems, lateral thinking, Scamer etc (Eubanks and et.al., 2010). Thus, it develop a positive
attitude in the firms to adopt challenges or rapidly changing conditions and resolve it by
finding the best creative solution. This in turn, it develop a forward thinking culture by
fostering the innovative growth which make organization able to respond towards changes
in the current marketplace.
 In the present world of complex environment, organizations can take assistance of IDEO's
services to develop new product and creating an effective sales strategy. By making
innovative products through the use of advanced technology, companies can enlarge their
customer base and their turnover as well (Hewing, 2013). It will results in driving high
business profit and enhance operational business performance.
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 IDEO provide advices and create innovative designs and solutions by effectively evaluation
of the problem. It pay more focus to the problem driving component and on solution will be
find out on this basis (Byrne, Shipman and Mumford, 2010). CPS involve elegant
characteristics such as using existing elements without introducing any new component, it
may be by moving current parts which is the reason for prevailing problem. Finding a
solution which is unique, standard and original is consider as an invention like intellectual
property. Apple's first mouse is a great example of innovation by IDEO.
2. An analysis of IDEO's approach to creative problem solving approach
In the CPS, design refers to the method or ways that can be applied to find more favourable
and creative solution of the chaotic problems (Maxwell, 2015). Tim Brown is the current Certified
Executive Director (CEO) of IDEO. All the leaders of IDEO, who find new designs and creative
solutions always see world in the terms of products and difficulties. Specific design ability of the
leaders comprises creativity, lateral thinking and intuition qualities (Cardoso and BADKE‐
SCHAUB, 2011). In such respect, leaders examine, clarify and communicate concepts and ideas
through the use of various models, sketches and stories. They are mainly solution focused means
designer thinkers find solution by understanding problems more effectively and proposing and
trying solutions. They consistently keep focus on how the things are going currently and how they
ought to be done.
In context to the given case study, IDEO is one of the most greatest and arguably most
successfully product development firm. It has been considered as a successful product designing
firm who have very large commercial potential. IDEO works on the principle of getting all the team
members into operation. IDEO's philosophy give respect to the new ideas and inventions. As a
result, in last two decades, it produced large number of inventions which ranges from computer
mouse to toothpaste dispenser (Mumford and et.al., 2010.). With reference to the case study, it has
been identified that IDEO's designing and innovations principle is based upon the statement that “if
a picture is worth a thousand words, a prototype is worth ten thousand”. Its whole design
philosophy and culture is based upon the role of prototyping. Firm is prototyping thousand of
customers suspects and possibly more than competitors (Laughlin, 2011). According to the culture
of IDEO, it encourage its employees to design innovations at their own workplace to present their
own personalities. Moreover, IDEO's founder, David Kelley designed its innovations process which
clearly reflects that it is inconceivable that all the head know answers of all the problems. As per the
given case study, prototyping is the central point of IDEO's design process whilst brainstorming is
the central point of its methodology to create innovative products and creative solutions (Hester and
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et.al., 2012). In such respect, brainstorming is an group or individual activities by which they
attempt to determine specific and clear solution of the current chaotic difficulties. The process
involves collection of varied range of ideas from all the members and thereby determine most
creative ones.
In context to the IDEO, its product development process comprises several stages that are
described here as under:
Phase 0: Understand or observe the problem: This stage of production process helps the
design thinkers of IDEO to assess feasibility of new innovations or product designs. It is an in-depth
process that helps to understand the given problems of new customers and their businesses
(Hristovski and et.al., 2012). They conduct an effective research to search each and every aspect of
the arisen problem. So that, they can observe and examine the problem in more effective manner.
Phase 1: Visualize/realize: In this stage, product designing and development team choose a
product direction by combining their ideas, technologies and market perceptions. It helps team to
investigate for potential needs of clients and satisfy it. In this stage, IDEO rely on the statistical data
which has been collected by their marketing managers
Phase 2: Evaluating/refining: This stage aims at developing functional model and resolve
technical issues of the clients what they have been faced (Lewis, 2016). It convert unspecified
features into an iterative process by the constant communications between different groups of
brainstorming process. At this stage, leaders evaluate and refine the identified possible solutions and
documented through the use of CAD tools.
Phase 3: Implementation of engineering: At that stage, product designer team completely
develop product design and verify it. IDEO's engineers are highly skilled and experienced in their
work. Although predominated engineering efforts, continuous low-level involvement occurs in the
design team members (Amabile, Fisher and Pillemer, 2014). In order to assure the quality, they
frequently visits to machine shops to check reality. At the end of that stage, IDEO's designing team
deliver fully functional base data model, tolling database, technical documentation and testing to
meet prescribed guidelines and regulations of the government.
Phase 4: Implementation of manufacturing: At the end of the innovation process, IDEO's
designing team developed final design to ensure smooth release of product. Team regularly
supervised its production, regulatory approvals and construction of pilot etc. Consistently testing of
manufacturing feasibility is very important to determine production loss which may lead to
substantial amount of loss in the client's revenue (Sousa, Monteiro and Pellissier, 2010). After
designing the final product, it will be handed over to the client which resolve their difficulties more
creatively. As a result, this creative solution will remove hurdles so that firms can operate more
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effectively and enjoy high success.
One of the main characteristics of IDEO is that it place each and every aspect while offering
the consultancy services to the business customers. For instance: If IDEO makes focus on the
development of product or services then if does not only considers the feature of products rather it
also makes focus on the price, colour and other aspect of the products or services. Further , IDEO
conducts brainstorming session within the business organization (Proctor, 2014). In this, all the
people think and present the solution in a unique or creative manner. In addition to this, for offering
the unique products or services to the customers company also makes use of the technological
aspects (Bejar, Chaffin and Embretson, 2012). By this, business organization is able to offer high
quality consultancy services to the customers. According to the given case situation IDEO would
not be able to indulge tried and true technology in its early phases of development (Silver, 2013).
This aspect differentiate IDEO from other development firms to the great extent. There are several
products which are developed by IDEO from its creative problem skills. Apple mouse which
produced by IDEO represents the creativity of the business organization.
Further, Vertech Alpine watch is also the result of creativity of IDEO. Along with, by
assessing the needs and wants of customers business unit has taken decision to offer the grip
brushes to oral-B. On the basis of this aspect, it can be said that consultancy services which are
provided by the business organization had made remarkable contribution in the growth and
development of Apple, oral-B and other popular brands (Hough, 2013). Moreover, any brand can
build competitive edge when they exceed the expectations of the customers to the large extent. In
this, IDEO had presented their creative skills and abilities by offering the palm mouse to Apple and
gripped toothbrushes to the oral-B. Thus, it can be stated that IDEO possesses the high level of
critical and creative thinking ability to the large extent.
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3. Application of creative problem solving approach of IDEO in the context of Sainsbury
Creative problem solving approach refers to the ways in which business unit6 or manager
analyze and solve the problem in an innovative way. On the basis of the cited case scenario IDEOR
is high creative in nature. This organization is known for the effective product development services
which are offered by them. Business unit makes use of design thinking methodology which is used
by it for designing of the products or services.
 It is recommended to Frog Design that they need to expand their consultancy services in an
effectual manner. Moreover, IDEO offers its services to the varied departments or groups
namely food and beverages, retail, computer, medical, educational and furniture etc. On the
basis of this aspect it can stated that IDEO is not associated with only one department rather
it deals with the numerous segment of the market. Thus, in order to build or sustain
competitive edge over the rival firms Frog Design needs to enter in the varied departments
of group.
 According to the case situation employees or personnel of IDEO are highly efficient and
competitive in nature. Moreover, personnel of the business unit makes remarkable
contribution in the growth and development by their creative ability to think and perform.
Company can offer unique products or services to the customers when they have employees
who are able to think in a innovative manner. On the basis of this aspect it can be
recommended to the Frog design that they needs to make focus the recruitment and selection
of the talented workforce. This, by appointing the skilled people business unit is able to
offer the highly unique products or services to the business customers.
 Frog Design also needs to develop fastest thinking ability which helps them in getting the
desired outcome or success. In the present era, business unit can attain success only when
they take decisions more quickly. Fierce competition which takes place in the business
environment have high level of influence on the product development. Moreover, business
enterprise can take strategic advantage when they offer products or services within the
suitable time frame. Thus, Frog design needs to develop fastest thinking ability which
makes contribution in the attainment of organizational goals and objectives.
 It is advised to Frog design that they should develop discipline within the business
organization. Moreover, discipline is the key of success which provides assistance in
performing the business activities in the best possible manner. It is mentioned in the case
scenario that IDEO has maintained good discipline within the business unit or organization.
This in result into that it is the leading firm who provides consultancy in relation to the
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product development. On the basis of this aspect, it can be stated that by maintaining
discipline within the business organization company can easily fulfil their goals and
objectives.
 Besides this, in order to develop critical thinking ability among the personnel Frog design
needs to organize brainstorming session. In this, all the members of group present their
viewpoints on the common topic. This activity plays a vital role in developing the critical
thinking ability among the employees to the large extent. Further, by making group
discussion on company is able yo think in a different manner.
 Along with it, Frog design company also needs to take suggestion from the students of top
institutions as well as the common people. With the help of collective viewpoints of several
people business unit is able to present something new in the market. It happens that
sometimes the views of general people are really fruitful for the firm. Thus, company needs
to consider this aspect while offering the consultancy services to another organization.
 In addition to this, company also needs to organize training session for the personnel.
Through this, Frog Design is able to build up the potential and proficiency level of the
employees to the large extent. Thus, for this purpose business unit needs to conduct case
study session for the personnel. By assessing the different aspects of case business
organization is become able to develop the critical thinking ability among the employees.
 Further, company needs to make thorough or in-depth analysis of the problem which helps
them in offering the suitable services to the business customers. For instance: when Frog
Desire offers the consultancy services to the retail organization about the new product which
they need to add in their existing product line. In this, Frog desires needs to evaluate the
taste and preferences of the customers. Further, they also require to assess the purchasing
habit or buying behavior of the customers. On the basis of this aspect business unit is able
to offer the unique product or services to the customers.
 For the creative offering business unit also needs to place emphasis on the gap which exist
in the market. Moreover, any business organization can build or sustain competitive
position when they fill the gap which exist in the present market. By this, Frog Design can
offer the suitable solution to the business organization.
4. Personal Reflection
This research report has been a very informative and constructive journey for me
throughout. It has provide me vast amount of knowledge and information related to developing a
creative organization. The purpose of the study was to critically analyse the creative qualities and
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characteristics of IDEO organization. The reasons for its success were also to be identified in
effective manner. The study has concluded that it is very important to become a creative and
innovative company. IDEO has achieved success because the management has adopted creative
approaches towards all its departments. It has the tendency to provide top level quality services to
its clients. Process of managing creative organization is bit complex. Business is required to face
different kinds of issues and challenges. My personal reflection on this report has been very good. I
have learned different types of skills and qualities. I have improved my cognitive skills. For dealing
with such kind of projects there is a need to make use of cognitive approach. Taking intellectual
thinking throughout the study has been very challenging for me. However I managed to complete
the project with good quality. The subject of the study was also of such nature that the readers can
get many educational benefits from it. It has rendered knowledge from the business as well as from
the academic point of view. Further I have improved my decision making skills. There is a need to
take some crucial decisions while maintaining a quality environment within the business. Hence
now I am sure that while working in a future organization I am capable enough to make decisions
on my own. It has been seen that there are many thing which are important from the business point
of view. Further I have improved my planning skills. For this project I was required to demonstrate
great level of planning skills. I need to plan that how will I approach to the selected topic. I need to
design some activities which are crucial from the study point of view. Further I need to complete
them in the desired framework and analysis. The reasons for its success were also to be identified in
effective manner and process of managing creative organization is bit complex. However on the
personal reflective note it can be said that this study has been a very intellectual process for me. It
has given all the important information which is required for a researcher.
On the other hand, I will definitely try to apply the process of managing creative practice in
my own future job role/career. Innovation and creativity are the two skills which are essential for
taking my career on the progressive level. It always been hard to show creativeness in all the
activities that we do. However this kind of attitude can be maintained if someone has a strong
determination right from the starting. Process of creative practice really helps in personal as well as
professional development. The present study was about analysing the creative qualities and
characteristics of IDEO and the reasons for its success. It is all related to analysing the creative
approaches used by the companies for the business improvements. Being creative helps in
maintaining a strong personal development portfolio. For every individual, his future career is very
important. He needs to plan effectively for achieving personal as well as professional development.
Maintaining creative skills helps an individual to attract the employers towards him. These days the
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employers also prefer to hire such talent which are creative in their approaches. IDEO has achieved
success because the management has adopted creative approaches towards all its departments. It has
the tendency to provide top level quality services to its clients. Taking creative approaches in the
work will help me in adopting quality characteristics. I will also apply the process by developing a
personal development portfolio. I will prepare a concise plan which will tell about the skills which
are to be adopted and which are to be improved. Further it will also tell about the time duration of
all the activities which I will adopt for my improvements. However there is a need to perform
constant check on all the activities so that problems may not arise in my future career.
Being an existing learner I have always learned that creativity is important in becoming
innovative and cognitive. Creativity assures that an individual is capable of gaining some
competitive advantages as compared to others. I believe that this factor is crucial in making a
person realize that where he is lacking. Apart from that I would really like to become innovative in
my career so that companies such as IDEO can hire me as an employee. I would definitely like to
work in such kind of culture which has taught the employees to remain cognitive all the time.
One of the main characteristics of IDEO is that it place each and every aspect while offering
the consultancy services to the business customers. For instance: If IDEO makes focus on the
development of product or services then if does not only considers the feature of products rather it
also makes focus on the price, colour and other aspect of the products or services. Further , IDEO
conducts brainstorming session within the business organization. In this, all the people think and
present the solution in a unique or creative manner. In addition to this, for offering the unique
products or services to the customers company also makes use of the technological aspects. By this,
business organization is able to offer high quality consultancy services to the customers. According
to the given case situation IDEO would not be able to indulge tried and true technology in its early
phases of development. This aspect differentiate IDEO from other development firms to the great
extent. There are several products which are developed by IDEO from its creative problem skills.
Apple mouse which produced by IDEO represents the creativity of the business organization.
Further, Vertech Alpine watch is also the result of creativity of IDEO. Along with, by
assessing the needs and wants of customers business unit has taken decision to offer the grip
brushes to oral-B. On the basis of this aspect, it can be said that consultancy services which are
provided by the business organization had made remarkable contribution in the growth and
development of Apple, oral-B and other popular brands. Moreover, any brand can build competitive
edge when they exceed the expectations of the customers to the large extent. In this, IDEO had
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