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  • December 2015
  • Case
  • HBS Case Collection

IDEO: Human-Centered Service Design

By: Ryan W. Buell and Andrew Otazo
  • Format:Multimedia
  • | Language:English
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Abstract

The case describes IDEO, one of the world's leading design firms, and its human-centered innovation culture and processes. It is an example of what managers can do to make their own organizations more innovative. In reaction to a rapidly changing competitive landscape, a team of IDEO designers has been hired by Cineplanet, the leading movie cinema chain in Peru, to reinvent the movie-going experience for Peruvians. Cineplanet wishes to better align their operating model with the needs and behaviors of its customers. Please note: This case study includes mandatory video elements, which are integrated into the pre-class assignment for students and the classroom teaching plan for instructors. Information on how to access and use these multimedia components is included in the Teaching Note.

Keywords

Design Thinking; Innovation; Service Management; Service; Design; Service Delivery; Innovation and Management; Entertainment and Recreation Industry; Peru

Citation

Buell, Ryan W., and Andrew Otazo. "IDEO: Human-Centered Service Design." Harvard Business School Multimedia/Video Case 615-703, December 2015.
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About The Author

Ryan W. Buell

Technology and Operations Management
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More from the Authors
  • Elevate Employees, Don't Eliminate Them By: Ryan W. Buell
  • Multi-location Workers in Multinational Firms? Tradeoffs in Contextual Specialization of Employees and Organizational Outcomes By: Hise O. Gibson, Ryan W. Buell and Prithwiraj Choudhury
  • Surfacing the Submerged State: Operational Transparency Increases Trust in and Engagement with Government By: Ryan W. Buell, Ethan Porter and Michael I. Norton
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