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Case Study Summary 2

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Running head: SUMMARY 1
IDEO: Human-Centered Service Design
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SUMMARY 2
IDEO: Human-Centered Service Design
Summary
The article by Buell and Otazo (2016) dwells on different processes of human-centred
service design. The authors feature two companies; IDEO, a global design firm and Cineplanet, a
cinema chain in Peru. In this case, the management of Cineplanet had hired IDEO team to
redesign its movie-going experience and prototype it in one of the popular theatres. Mildreth
Maldonado, an economist and Cineplanet’s chief marketing officer (CMO) and CFO was
integrated into IDEO’s design team to experience first-hand exploratory process.
IDEO is a global design company that was started in 1991 by three co-founders,
including David Kelley, Mike Nutell, and Bill Moggridge. The company uses a human-centered
approach to design products for its customers. The approach set IDEO apart as it allows them to
integrate customers’ needs, expectations, and business requirements. The company provide their
services in the healthcare service industry, finance, and food and beverage. As of 214, they
employed more than 700 people and generated $150 million in revenues. It also has corporate
offices in the United States, the United Kingdom, Germany, China, and Japan.
On the other hand, Cineplanet is the largest cinema chain in Peru. The company was
founded as Nexus Film Corporation in 1999 by Peruvian friends studying at the University of
Pennsylvania Wharton (Buell & Otazo, 2016). The company name was changed to Cineplanet in
2000. Cineplanet’s emergence as the largest cinema in Peru is attributed to its rigorous expansion
strategy, human-centered service design approach, and the growing Peruvian economy. The
company accounted for 40 percent of all cinema trips in 2013 and was the first firm to offer
three-dimensional (3D) movies in the country. Cinema has also capitalized on the country’s
fastest-growing economy, which has led to an increase in disposable income.

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Running head: SUMMARY 1 IDEO: Human-Centered Service Design Student’s Name Institutional Affiliation SUMMARY 2 IDEO: Human-Centered Service Design Summary The article by Buell and Otazo (2016) dwells on different processes of human-centred service design. The authors feature two companies; IDEO, a global design firm and Cineplanet, a cinema chain in Peru. In this case, the management of Cineplanet had hired IDEO team to redesign its movie-going experience and prototype it in one of the popular theatres. Mildreth Maldonado, an economist and Cineplanet’s chief marketing officer (CMO) and CFO was integrated into IDEO’s design team to experience first-hand exploratory process. IDEO is a global design company that was started in 1991 by three co-founders, including David Kelley, Mike Nutell, and Bill Moggridge. The company uses a human-centered approach to design products for its customers. The approach set IDEO apart as it allows them to integrate customers’ needs, expectations, and business requirements. The company provide their services in the healthcare service industry, finance, and food and beverage. As of 214, they employed more than 700 people and generated $150 m ...
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