Revisiting IIDA Vision 2016

Is it just me, or does everyone else have an insane number of archived notes saved in their phone? When the archives started busting from the seams in a figurative way, I took it as my cue to tidy up. In the process, I stumbled across excerpts from a design lecture I attended back in 2016 by a gentleman from IDEO who’s name I do not recall (and obviously managed not to write down).

I know this is cliff notes lite squared and these are only fractions of the overall lecture, but I think sometimes that’s exactly what we need to stimulate our creative senses;

  • Don't ask, observe - honesty vs. perception

  • Continuously rethink the concept of an expertise

  • Design is thinking carefully about the things we put in the world

  • Look, really look

  • Observe, don't visit

  • Time matters, spend time, you cannot accelerate this step

  • Le Petite Puppy in New York worth visiting (still v pleased with myself for writing this one down)

  • Engage and empathize - empathy is missing all too often

  • There's more to motivation than good will

  • Prototype to communicate, actions and prototypes speak louder than words

  • Embrace your constraints

  • Designers are better in a box

  • Museum of hunting and nature in Paris worth visiting (also glad about this note lol)

  • Piggyback on human behavior, you don't have to reinvent the wheel every time

  • Tap into our species

  • Beware of precedent because we are in unprecedented times

  • Practice bravery

  • Think like a human

  • Love who you design for and treat them like it


  • Don't attach the person to the idea

  • Co-designing with clients makes the experience more valuable (I can see the starchitects cringing, but screw that)

  • Keep meetings concise (and no more meetings about meetings about meetings)

  • How do you stay charged?

    • Reflection and time...

    • Reading, baking, gardening...

    • Things where you can turn your brain off.

Now go make something!

your pal,


Ashley Ochiagha1 Comment