Design Sojourn tweeted about a video of David Kelley, in which he talks about the process of design. He believes that you need a language, a process and a framework in order to design. He stresses that experience is key success factor: learn from all the projects you've worked on, distill the knowledge and apply it to your future projects. He recommends reading The Art of Innovation for IDEO's concept of a great process. 

In the next video Kelley talks about how the observation phase is the most overlooked part of the development process. Kelley hires social scientists to watch people complete tasks instead of asking them usability questions. He prefers to see them as customers instead of users and strongly believes that customer satisfaction comes with understanding their values. He gives examples of how his team will observe a customer in their usual environment instead of inviting them into a sterile lab for product testing. The case studies he presents include a television remote control.

The last video shows that Kelley believes that how quickly you create an initial prototype is directly proportional to how successful a product will be. Essentially, given a set project deadline, the earlier you invite feedback, the more chances you have to revise and improve. He calls this "enlightened trial and error."

Original source: Stanford's Entrepreneurship Corner 

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