Human - Centered Service Design

Submitted by: Group 5

Arun Balan 17PGP031
Sachin B 17PGP121
Swaroop George 17PGP150
 Founded in the year 1991, IDEO Stands for idea in Greek
CASE 
 Formed as a result of the merger of David Kelley Design with 2
SYNOPSIS companies - ID Two & Matrix
 Pioneered in ‘Concurrent Engineering’ – a fusion of art and
engineering to produce aesthetically pleasing and technically
competent products
 Company came to prominence by re-engineering the commonly
seen shopping cart in just 5 days
 Gave equal emphasis for design and engineering
 Company stressed on constantly re-inventing its processes

2
Why Peru – Home to 8.7 million people with GDP of $203.8 billion
• Categorized as upper middle class income country
Cineplanet • Middle class families physically and financially secure to spend on
wants to entertainment needs
partner with • Increased disposable income allowed Peruvians to spend more money on

IDEO ? leisure and technology and they demanded more services

• Cineplanet found an opportunity to tap the significantly underserved
entertainment sector of their country as the no. of moviegoers had declined
over past
• Cineplanet hoped to offer new services to the growing middle class and
wanted to pursue a differentiation strategy to keep ahead of the
competition
• Cineplanet being a leader in technology and service innovation in the
country want to associate with IDEO to redesign their goals
3
Characterizing IDEO characterizes its human centered innovation into
• Customers – Understanding the customers needs and desires
IDEO's human-
better
centered
• Technology – Finding out and utilising the possibilities of
innovation
technology to serve the need
culture, • Business requirements – Understanding the business goals of
process, and the clients and getting it aligned with that of customer’s needs
philosophy • Workforce – The organisational structure which IDEO employ to
get the above three factors done
Basically, Human-centered approach to innovation integrates the
needs and desires of the users with possibilities of technology and
the requirements of the business with dedicated-creative workforce

4
 • Empathy – Better understanding of the customers needs and wants and it has to be
Core as accurate as good. IDEO insists on getting as much data as possible by increasing

elements of the spread by not limiting to average customers but also collecting data from the
extreme customers. Adopting convergent and divergent strategy in the design
IDEO’s process helps to identify a broader picture and to narrow it down to specifics so that
human- nothing is left alone

centered • Learning from failure – According to IDEO, “Being perfect is not perfect”. If at first
an idea does not sound absurd, then there is no hope for it. Lot of ideas are being
innovation welcomed for testing and if it fails there can be scope for improvement. Success
comes from iterative approach is the distinctive approach to innovation process
• Collaborate and Taking ownership – Continuous involvement of the clients in every
aspect of decision making process and prototype testing so that a sense of
ownership and alignment to the business requirement is always maintained and any
deviation can be noticed then and there. Also risk sharing can also be ensured
between IDEO and the clients

5
 • Being optimistic to embrace ambiguity – Employees in IDEO are always capable in
Core starting from scratch even when they are blank as a white paper. The staffing had

elements of been the top most priority for IDEO ever since as they want people to have world
class competency in one thing and fluent in many other things, they call it T-shaped
IDEO’s profile. Hence by collaborating with each other they will be able to solve any kind of
human- problems since as a team they are competent in everything

centered • Starting with self – IDEO focussed on designing the internal process and
procedures first as they understand the client’s business requirements better and to
innovation serve better. IDEO follows a flat organizational structure where information flows are
(Cont…) better and they can have an experience rather than success in each and every thing
and that too mutual sharing is possible from top to bottom in the organisational
chart. Team selection also follows ‘human’ way where employees can be able to
work according to their passion and shape their careers rather than mechanised
standard processes

6
Thank You