James Parr is a Communication Designer in IDEO’s London office with 13 years’ experience in the advertising, interactive, education and television industries. Prior to joining IDEO, James cut his teeth as an art director and writer at some of the world’s more radical advertising agencies, including Chiat/Day, St Luke’s and Mother. During this period, he was also a keen champion of new technologies, designing Radio One’s first website in 1996, writing the first on-line strategy for Virgin.net and creative directing BT’s B2B portal. In 1999, he created his own consulting firm, Sci TV, which specialised in ‘knowledge packaging’ solutions. Sci TV helped develop the world’s first broadband university for Pearsons and created the Global Exchange for Social Investment for the World Economic Forum, among other achievements.