1)IDEO: Human Centered Service Design

1) A capability for continual renewal of the solution

2) Mix of talent-design, engineering, human factors
3) Bigger, wider and more experimental

STARTING WITH A CLEAN SLATE

CULTIVATING CREATIVITY
1) Very trusting culture, on the flipside, it is a very adult culture- because of that people
have a lot of liberty, the project team is self-policing in terms of schedule, etc.
HELPING OTHERS SUCCEED
1) Idea of making others successful, generosity towards colleagues. IDEO All Email- an
email that goes to everybody at IDEO. People answer back with an interesting POV.
This is because people are keen to help. From a cultural standpoint one of the
biggest values IDEA has is the sense that everyone is working with people who could
be your friends and you treat them as such. The value created from this is priceless.
STAYING INSPIRED
Universal understanding and acceptance of the fact that everyone needs to take their
time off and stay inspired. Team energy management is given utmost importance.
Creativity is the process of managing energy and ensuring that it flows as much as
possible in a positive direction.
CREATING SPACE FOR CREATIVITY
Front porch- A way at IDEO of connecting that project space out to the hive of activity.
Embracing variance, in the early parts of the design process. Pushes people out of their
project spaces, meet each other, exchange ideas, and go back to their work feeling
rejuvenated and inspired. Culture of innovation, people feel the personal confidence and
a sense of trust and safety.

Inside Cineplanet’s Challenge

2.1 Rising Consumer Expectations

 70% are above poverty line in Lima, Peru currently (as compared to 30% 10 years ago)
 Consumers who were previously living a normal life are now demanding more quality
services and social networks are helping it
 Elevation of quality of service is the new norm so everyone has to adapt to that
 Cineplanet fine tuned their business model in terms of interaction with customers, to offer a
different experience.

2.2 Cineplanet’s redesign goals

 Focuses on delivering experience rather than selling movies, popcorn, beverages

 Decisions were made on assumptions about what customer wanted and also what was best for
Cineplanet from operational point of view
 Customers are wanting more from the experience- way staff members are talking, how we
serve customers in ticket stand, concession, complaints about time a customer spends in
waiting at the lines
  Also, Netflix is not very popular in Peru yet so Cineplanet brand might mean in terms of how
people consume movie content- free it , disaggregate it, technology pushes digital distribution
of movie content, how experience might change later?
 Cineplanet should focus on customer only else thrown out of business
2.3 Opportunities

 Changing movie experience into social and shareable experience

 Lot of work to do to improve customer experience, even before the customer gets to the
theatres, how they communicate, improve their app/website,
 People have different motivations to visit theatres but all they want is unforgettable
experience

On the ground with Peru

3.2 In the user’s shoes

 IDEO project team actually went on ground to soak in everything, to develop deeper
understanding about the environment and culture of the city
 Wearing user’s hats
 Assumptions were not correct before
 Feel the pain points

Exploratory phase
Customer Interview- to get more insights, types of movie content, with whom he/she goes, frequency
of visiting, etc

 What a week in your life looks like?

He is studying business administration online.
Awake till 3 am
He is on internet and watches TV
Likes dancing on Saturdays but tired

 He plans with his family before going to the movies

They don’t go on Thursdays as they don’t have time, also cinemas are always are always full-
on day of release – either last function or Sundays

User picks the movie and goes with parents- but they complain because of time
Uses cell phone to see schedule of movie timings, or YouTube to see the trailer- so they can
decide couple of days advance

Father loves action movies and science fiction, but not comedy
User explains the plot to parents to convince them
Mother is very slow to get ready so he lies about timing of the movie
Go and eat first

Mother loves Starbucks so she hides the Frappuccino and takes with her to the movies
Once she carried hamburger and soda in purse

User likes popcorn and sodas (traditional guys)

Brother and he have marathons of movies and order food

6 people watch together in their living room

Best place to sit

Prefers to watch new releases at cinema and watched movies at home

Send SMS to theatres (cineplanet) and respond back with times

Faster method

Vote for what movie comes next

No wait until release date

Voting- electronic process (facebook)

See trailers at beginning and vote lates

3)WORKING AS A TEAM
1)Every individual is different from each other in terms of temperament, depth of
capability, needs of the project being diverse- human questions, business questions,
design questions. The team needs to have an empathy for the context within which
they’re operating and a collective depth for getting to great results. Brainstorming
sessions helps understand what people care about in the organization. Base level of
understanding- frame concepts around those.
2) Changing the culture of the organization from a highly operational culture to a
customer centric culture. The project acts as a bridge between the two. The client is
with the team while the project is ongoing. The schedule is adaptive, based on how
the team is feeling. Have empathy for each other.
IN THE USER’S SHOES
1) Wear the user’s hat- traditional Peruvian customers. Traditionally, Cineplanet
was designing new things based on assumptions of what the customers want
and that’s not always necessarily what the majority of most customers want.
2) You see and hypothesize and when you actually go and live in it, you understand
the painpoints, and so it becomes much more tangible.