Catharine Sigrid (z5236480)

How would you characterize IDEO’s human-centered innovation culture, process and philosophy?
What are the core elements?
IDEO’s human-centered innovation culture, process, and philosophy are characterized as an
approach to solve the problem of people with creative solutions that fit their needs. IDEO’s main
principle to give sympathy to their end-user interaction. They are doing thing by try to understand
what the behavior of people by observing them and also try to put themselves in the position of end-
user to know what it feels like of using IDEO’s products. There are six core elements of IDEO which
are observation, ideation, rapid prototyping, user feedback, iteration, and implementation.

First, observation, this means observing the end-user of their product by understanding the user for
which the product is designed for them. Second, ideation, this means brainstorm ideas with all the
member in your team based on the first element which is observation. Third, rapid prototyping, this
means construct a prototype based on the idea that your team came up with. Fourth, user feedback,
this means get a feedback from the end-user since prototype is in their hands, this is helpful as it
helps IDEO developing the prototypes. Fifth, iteration, this means using the feedback we get from
the end-users to change to the design prototype until getting the perfect solution. Last,
implementation, this means after everything we’re going through, we can finally implement our idea
into the world.

As you watch the customer interview video (Chapter 3.2 in the online multimedia), use the case’s
Exhibit 7 to guide your thinking about the following question. What do you learn from this
customer that the team might use as it reimagines the movie-going experience? What are the
most important features of the way the team interacts with him during the interview?
In the video, the IDEO team with the Cineplanet project are doing an interview about the movie-
going experience for Peruvians. From the interview, the team explains that there will be two
activities that would be cover during the interview. First, understand the week of the interviewee
lives and second, the team will give the interesting concepts of the cinema experiences and ask the
interviewee what they think about the concept.

In the interview, the team asked the interviewee about how watching movies in the cinema become
part of his schedule in daily lives and how he selects which movies he wants to see at the cinema.
The interviewee explains that in terms of how he selects which movies to watch, he will use his
cellphones to look at the new released movies at the cinema and then he will open YouTube and
watched the trailers. After this, he would filter the movie based on his and his parents’ preferences.
Then, they will usually to go watch the movie on Sunday. They never go to watch the movie on the
day of the release because it is always full.

The most important features during the interview is that the team is having a Spanish translator so
that there will be an efficient communication between the team and the interviewee (as the
interviewee speak Spanish) during the interview. They also provides a weekly time table for the
interviewee to fill in as this will help the communication between the team and the interviewee
more efficient as this will allow them to understand better about what the interviewee is going to
say. The team also make sure that the interviewee feels comfortable when doing the interview by
asking a few question which is related to his personal preferences such as what type of movies he
like. By doing this, the interviewee would feel more comfortable when talking to them or answering
the question that the team give.

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