Fair enough, and I agree, it can be more difficult to demonstrate experiential design, which IDEO (and frog and every other large consultancy has been doing a lot of with nearly the same list of a big medicine, global financial, and large retail clients) but as I remember, aren’t these some of the same reasons you left IDEO?[/quote]
At the time, yes. Like many people on this board my first love in design is creating beautiful objects. At IDEO I was averaging maybe 1 or 2 projects per year that was object focused. IDEO allowed me the opportunity to grow immensely as a designer, strategically and tactically but I felt like I needed greater exposure to a more object-centric design environment to balance myself out. Moving on from IDEO had more to do with my own personal journey as a designer and less about design thinking or design doing or the firm itself.