Publications
Publications
- December 2015
- HBS Case Collection
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 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.