human centered

Human-Centered Service Design Overview

IDEO emphasizes a human-centered design process that begins and ends with the user experience.

Context: Cineplanet, largest cinema chain in Peru, partnered with IDEO to redesign the movie-going experience due to market changes.
Exploratory Phase: Research through interviews and observations in Peru and Chile to uncover latent customer needs.
Concepting Phase: Transition to idea generation, involving iterative processes and collaboration with Cineplanet's team to refine concepts.
Prototyping Phase: The development of tangible and intangible prototypes to test ideas and gather user feedback.

IDEO founded in 1991, initially focused on product design; distinguishes itself with a human-centered innovation approach.
Shift from product-focused design to addressing broader system-based and organizational challenges.
Design Thinking: Integrates user needs with technology and business viability.

Core Values: Optimism, collaboration, ownership, embracing ambiguity, learning from failure, etc.
IDEO values T-shaped individuals (deep expertise in one area and knowledge across many).
Flat organizational structure promotes collaboration and accessibility among employees.

Rapid economic growth; increasing consumer spending and demand for entertainment services.
Growth in movie theater attendance, with Cineplanet capitalizing on this trend.

Aiming to enhance the customer experience through new services tailored to a more sophisticated consumer base.
Planned cultural changes within the company to focus more on customer engagement rather than strictly operational efficiency.

Emphasis on empathy and understanding customer experiences.
Each design phase (exploratory, concepting, prototyping) involves divergent and convergent thinking to iteratively refine solutions based on user input.