IDEO U
Bringing to market and scaling a successful online learning platform
THE CHALLENGE
In 2013, IDEO Founder David Kelley's book, "Creative Confidence," became a bestseller. The core premise — that everyone can be creative — ignited the aspirations of individuals and companies to invest in creativity. While IDEO had previously consulted with companies on innovation, the landscape shifted as companies now sought to be innovators themselves. Despite IDEO's success in enhancing clients' skills through workshops, these proved ineffective in sustaining long-term change and were not accessible enough to meet the increasing demand.
IDEO U emerged to address this gap, increasing access and affordability for learning how to creatively solve problems.
FINDING PRODUCT MARKET FIT:
IDEO U is an online learning platform. I led the evolution from an early-stage concept, progressing through Beta, and then undergoing a year-long cycle of launching and learning. While the larger market was becoming accustomed to simple forms of online learning, such as MOOCs (massive open online classrooms) that recorded professors, IDEO U stood out for its innovation. In the first year, significant challenges were overcome, including teaching soft skills like creativity virtually, delivering a human touch at scale, and ensuring genuine learning outcomes rather than mere sign-ups.
Within a year, IDEO U became a distinctive learning experience, successfully finding product-market fit.
SCALING:
In subsequent years, I expanded the IDEO U team, scaling it from four members to over 40, supplemented by a global team of part-time employees. The team created 20 courses and launched various other learning offerings, resulting in over 100,000 learners and a global community exceeding 300,000. Crucially, IDEO developed new production and digital marketing capabilities.
Overall, IDEO U emerged as IDEO's most successful new venture.
IMPACT:
In terms of impact on people's lives, evaluations by IDEO U learners revealed that over 80% reported improvements in their professional lives. Notably, 60% garnered more attention from recruiters, 54% received increased responsibilities at work, and 38% earned promotions. These metrics showcase IDEO U's profound impact on individuals' lives and careers, surpassing the outcomes of other digital learning platforms like Harvard Business School Online. You can explore some of IDEO U's favorite learner impact stories here.