Award-winning and world-renowned design firm IDEO uses a hallmarked process of first-hand observation and experimentation to inform and inspire its innovative work. Now, at long last, IDEO reveals these working methods for idea and product development. Each of the 16 experiments in this book posses an unexpected question: What if your watch could tell time slowly or quickly? Each is a true experiment, the outcome of which even the authors did not know when they began. Each of the experiments looks at human-centered phenomenon to show how looking anew at people's thoughts, desires, senses, and feelings can inform innovative and surprising design.