INNOVATION IDEO Quiz

Three Phases in Order

1) Exploratory

2) Concepting
3) Prototyping

T shaped person

Vertical: Deep expertise in ONE thing (expertise)
Horizontal: Broad knowledge across MANY things (breadth)

Name all 7 of IDEO’s core values

“BE COLLETE”
1. Be Optimistic

2. Collaborate

3. Ownership

4. Learn from failure

5. Embrace Ambiguity

6. Talk less, do more

7. Make others successful

IDEO’s Brainstorming Rules

1) Defer judgement

2) Encourage wild ideas

3) Build on the ideas of others

4) Stay focused on topic

5) One conversation at a time

6) Be visual

7) Go for quantity

Sacrificial concept

• Early form of prototyping

• Rough sketch to test ideas early

• Easy to throw away

Why was concepting hard for Maldonado?

Iterative not linear, counterintuitive for business mindset

Why did Cineplanet hire IDEO?

• Grow market

• Shift customer focus

• reimagine movie experience

Key movie insight?

Movies are social/for sharing

Divergent Thinking

Expand options

• Sought to multiply options

• Create a broad set of choices

Convergent Thinking

Narrow down + Choose

• Funnel through possibilities

• Eliminate options

• Make choices

What's downloading?

Team storytelling/synthesis after fieldwork

Why might a client like Maldonado find the concepting phase counterintuitive?

It progresses iteratively rather than linearly

What is the relationship between divergent and convergent thinking in IDEO's process?

They alternate between both throughout all phases

Why does IDEO prioritize hiring T-shaped people?

They can collaborate across disciplines while bringing deep expertise

IDEO's organizational structure is described as "flat." What does this mean?

Partners and junior designers work interspersed, promoting accessibility

When IDEO designers help colleagues on projects unconnected to their own work during gaps between projects, this reflects:

IDEO's culture of helping and "Make Others Successful"

How does IDEO's physical workspace design support its culture?

Project spaces with "front porches" and central areas promote interaction and sharing

What are "extreme users"?

Users who are particularly passionate or use products in unexpected ways

What is a "pain point" in design terminology?

An aspect of a product/service that is inefficient, irritating, or unpleasant

Why would IDEO interview "extreme users" rather than only average consumers?

Their amplified needs/behaviors can reveal insights about all users

When conducting user interviews, why does IDEO prefer to meet people in their homes or natural environments?

People feel more comfortable and can show their actual tools/routines

The "daily diary" exercise where customers reconstruct their past week helps IDEO:

Understand how cinema fits into customers' actual time and decision-making

Why does IDEO build rough prototypes (using foam, tubes, etc.) rather than polished ones?

To test ideas quickly without emotional attachment and iterate rapidly

What is the purpose of the "prototype download form"?

To capture what worked, what didn't, and surprising observations

Why might IDEO ask an industry expert to physically sketch out a process during an interview?

IDEO designers are visual and sketches help redirect conversation and create shared understanding

What was Cineplanet's market share in Peru?

40%

Where did the IDEO team conduct the concepting phase?

San Francisco, USA

Who was the project leader for the Cineplanet engagement?

Scott Paterson

What did Cineplanet CEO Fernando Soriano mean by "We don't sell movies, popcorn, or soft drinks. We sell an experience"?

They recognized the need to focus on overall customer experience, not just products

During the exploratory phase, the team traveled to Huancayo. Why?

To conduct interviews and understand movie-going culture in different Peruvian markets

What made Maldonado a valuable embedded team member?

She was the cultural liaison who understood Peruvian customers and market

What organizational challenge did Maldonado worry about at the end of the case?

Whether Cineplanet's leadership would understand the concepts required deep cultural/organizational change, not just new products

What happened to movie attendance in Peru between 2006 and 2012

It doubled

Who is one of IDEO's cofounders and current chairman?

David Kelley 1991