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May 30, 2023
Read the case “IDEO: Human-Centered Service Design” found in your course pack and watch all the videos in the multimedia interface linked here: (Links to an external site.)
Respond to the questions posted below.


Make your first response to the questions below by 11:59 PM ET on Thursday;
Respond to at least two classmates by 11:59 PM ET on Sunday.
Discussion Questions:
Why did the team conduct a customer interview instead of a survey? What did the team get from the interview that they couldn’t have gotten in a survey?
How would you characterize IDEO’s human-centered innovation culture, process, and philosophy? What are the core elements?
As you watch the customer interview video (Chapter 3.2 in the multimedia link), use the case’s Exhibit 7 to guide your thinking about the following questions:
What did the team learn from this customer that they could use to reimagine the movie-going experience?
What are the most important features of the way the team interacts with him during the interview?


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