IDEO: Human-Centered Service Design

Ryan W. Buell; Andrew  Otazo

Case | HBS Case Collection | October 2014 (Revised January 2016)

IDEO: Human-Centered Service Design

by Ryan W. Buell and Andrew Otazo

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 have 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 delivery; service management; service; Design; Service Delivery; Innovation and Management; Entertainment and Recreation Industry; Peru;

Language: English

Format: Print

20 pages

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Citation:

Buell, Ryan W., and Andrew Otazo. "IDEO: Human-Centered Service Design." Harvard Business School Case 615-022, October 2014. (Revised January 2016.)

Zameer Kassam Fine Jewelry designs custom engagement rings that tell the story of a couple’s relationship. The case describes the company’s process for engaging clients, which has historically been a relatively offline, high-touch experience. Obliged by social-distancing guidelines with the advent of the COVID-19 pandemic in early 2020, Zameer Kassam and his team had been forced to take many facets of the business online. Although clients still seemed delighted by their rings, Kassam wondered what might be being lost for his clients and employees in this new virtual medium. On the other hand, perhaps there were aspects of the process that could be improved through online delivery? Such a transition could represent an opportunity to grow the business.

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In 2015, the Department of Veterans Affairs (VA) ran the largest healthcare system in the United States, with over 1,700 sites of care that served nearly 9 million veterans. One year earlier, a scandal had erupted over a cover-up of the excessive wait times veterans faced to get medical appointments in some VA facilities. The fallout led to the resignation of the Secretary of Veterans Affairs, a criminal investigation by the Federal Bureau of Investigation, and the eventual replacement of 14 of VA’s top 17 leaders. This case documents the efforts of the new leadership team to improve access, regain trust, and transform the organization to address the broadening medical needs of the nation's growing veteran population.

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IDEO: Human-Centered Service Design

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IDEO: Human-Centered Service Design

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