Project Management and Team Engagement

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Questions and Answers

What was the primary goal of engaging project leaders and potential team members at an early stage?

To finalize the project design quickly

To ensure team members could influence the project scope (correct)

To make project decisions without team input

To limit the number of designers involved in the project

Who from IDEO was involved in the early conversations about reimagining the movie-going experience?

Scott Paterson (correct)

Emily Eisenhart

Greg Burkett

Rodriguez

What was a key factor in selecting additional designers for the project team?

Their previous experience with similar projects

Their willingness to travel to Peru

Their availability for part-time work

Their complementary set of skills (correct)

Which statement accurately describes the population of Peru in 2013?

The total population included 29.8 million people. Signup and view all the answers

What GDP classification does Peru fit into based on the information given?

Upper-middle-income country Signup and view all the answers

How many individual viewing rooms were estimated to be in Peru by 2015?

600 Signup and view all the answers

What percentage of all movie theaters in Peru were located in the capital by 2012?

76% Signup and view all the answers

What major change occurred to Cineplex in 2000?

It was rebranded as Cineplanet. Signup and view all the answers

What was Cineplanet's market share in terms of all cinema trips in Peru in 2013?

40% Signup and view all the answers

What year did Cineplanet expand into Chile under its Movieland franchise?

2004 Signup and view all the answers

Which aspect was Cineplanet known to lead in among Peruvian cinemas by 2013?

Technology and service innovation Signup and view all the answers

What was the reason the founders of Cineplanet determined that Peru's entertainment sector was underserved?

A decrease in moviegoers from 15 million to 3 million. Signup and view all the answers

What was the official currency of Peru mentioned in the document?

Nuevo sol Signup and view all the answers

What is the primary purpose of observing customers with prototypes during the field testing?

To gather feedback for improvement Signup and view all the answers

How long do designers typically spend observing feedback on prototypes?

1 to 2 hours Signup and view all the answers

What type of perspectives do designers consider important during the field tests?

Various viewpoints including business operations and psychology Signup and view all the answers

What type of meeting do IDEO team members hold at the end of a day of field testing?

A reflection and sharing meeting Signup and view all the answers

Which of the following roles might help detect patterns in group dynamics during prototype testing?

A designer with a degree in behavioral psychology Signup and view all the answers

What is the significance of the communication among team members and client employees during field tests?

To provide a variety of viewpoints for better prototype assessment Signup and view all the answers

What is the outcome intended from the successive iterations of prototypes?

An optimized solution ready for implementation Signup and view all the answers

What document is used to capture data on a prototype’s performance?

A prototype download form Signup and view all the answers

What was one of the alternative payment methods considered by the project team for Cineplanet customers?

Customer wristbands that operate with a mobile app Signup and view all the answers

What theme emerged from the team's exploration regarding the Cineplanet experience?

Cineplanet is for sharing. Signup and view all the answers

During the concept development phase, how did the designers ensure they were creating relevant solutions?

By considering customer insights from varied backgrounds Signup and view all the answers

What was a key activity the project team engaged in during their weekly calls?

Sharing collections of concepts with the Cineplanet core team Signup and view all the answers

What did designers think about throughout the concept development process?

How they would prototype the concepts Signup and view all the answers

Which aspect of customer experience did the project team focus on when brainstorming ideas?

Addressing problems and pain points identified in the field Signup and view all the answers

How did the team's concept presentation change over time?

The concepts evolved towards a common theme through iterations. Signup and view all the answers

What role did Courtney Song play in the Cineplanet project?

She supported the project with her design expertise. Signup and view all the answers

What was the primary purpose of the team's visit to Peru?

To gather insights on movie-going cultures and industry trends Signup and view all the answers

How did Maldonado contribute to the team's research process?

By acting as a cultural liaison and utilizing her industry experience Signup and view all the answers

What method did the team use to ensure participants felt comfortable during interviews?

Interviewing participants at their homes to create a relaxed atmosphere Signup and view all the answers

What misconception does Burkett address regarding assumptions about movie preferences?

That U.S. movie preferences are universally accepted Signup and view all the answers

During their research, which city did the team visit after Lima?

Santiago Signup and view all the answers

What was a key component of IDEO’s design methodology emphasized during the research?

A human-centered approach involving direct engagement with clients Signup and view all the answers

In which part of the Andes did the team conduct user interviews?

Huancayo Signup and view all the answers

How long were the interviews that the team conducted with participants?

1.5 to 2 hours Signup and view all the answers

Study Notes

Project Engagement and Collaboration

Early involvement of project leaders and potential team members enhances interest and investment in project outcomes.
Scott Paterson, an IDEO project leader, collaborated with Cineplanet to redefine the movie-going experience for Peru's emerging middle class.

Context of Peru’s Middle Class

Peru is located on the western coast of South America, bordered by Chile, Ecuador, Colombia, Brazil, and Bolivia.
In 2013, Peru had a population of approximately 29.8 million, with Lima as the capital housing around 8.7 million residents.
Peru's GDP was $203.8 billion, categorized as upper-middle-income.
By 2013, there were 69 movie theaters with 473 viewing rooms, expected to rise to 87 theaters and 600 rooms by 2015.

Cineplanet Overview

Founded in 1999 by three Peruvian MBA graduates as Nexus Film Corp, acquiring the Cineplex chain.
Renamed to Cineplanet in 2000 and expanded to Chile, changing its name in 2012.
Became Peru’s largest cinema company by ticket sales, net income, and theater numbers, accounting for 40% of cinema attendance in 2013.
Known for technological innovations, it was the first cinema company in Peru to implement advanced services.

Project Team and Research Approach

The IDEO team conducted extensive field research in both Lima and Huancayo, engaging with executives, theater visits, filmmakers, and industry experts.
Interviews were crucial and often conducted in comfortable settings to encourage detailed customer insights.
The process emphasized understanding cultural nuances and user behaviors distinct from U.S. movie-going experiences.

Concept Development and Iteration

Conceptualization sessions occurred at IDEO's San Francisco office after the exploratory phase, focusing on addressing identified problems.
Ideas included new payment methods, such as cashless systems and mobile app integrations.
Iterative collaboration with Cineplanet’s core team ensured feedback and adaptation of design concepts.

Testing and Prototyping Methodology

Prototypes for service design were tested in real environments, allowing for real-time observation and feedback collection.
Team members utilized diverse expertise to enhance prototype designs and performance.
Daily field testing involved sharing experiences to contextualize customer interactions, driving improvements in prototype design.

Insight on Movie Experiences

Early insights revealed that movies are inherently social experiences meant to be enjoyed with others.
The theme "Cineplanet is for sharing" connected with this understanding, guiding concept development and design iterations.

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Description

This quiz explores the importance of engaging project leaders and team members early in the project lifecycle. It emphasizes how their involvement can shape project scope and design, ultimately fostering greater commitment and interest in the project outcomes.