IDEO (pronounced “eye-dee-oh”) is an international design and consulting firm founded in Palo Alto, California, in 1991. The company has locations in Palo Alto, San Francisco, Chicago, New York City, Boston, London, Munich, Shanghai, Singapore and Tokyo. The company uses the design thinking methodology to design products, services, environments, and digital experiences. Additionally, the company has become increasingly involved in management consulting and organizational design. The firm employs over 650 people in the disciplines of human factors, mechanical, electrical and software engineering, industrial design, interaction design, and communication design. IDEO has worked on projects in the consumer food and beverage, retail, computer, medical, furniture, toy, office, and automotive industries. Some examples include Apple’s first mouse, Microsoft’s second mouse, the Palm V PDA, and Steelcase’s Leap chair. Major clients (as of 2004) included Procter & Gamble, PepsiCo, Microsoft, ConAgra Foods, Eli Lilly, Ford, and Steelcase.