Podcast
Questions and Answers
What was the primary goal of engaging project leaders and potential team members at an early stage?
What was the primary goal of engaging project leaders and potential team members at an early stage?
Who from IDEO was involved in the early conversations about reimagining the movie-going experience?
Who from IDEO was involved in the early conversations about reimagining the movie-going experience?
What was a key factor in selecting additional designers for the project team?
What was a key factor in selecting additional designers for the project team?
Which statement accurately describes the population of Peru in 2013?
Which statement accurately describes the population of Peru in 2013?
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What GDP classification does Peru fit into based on the information given?
What GDP classification does Peru fit into based on the information given?
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How many individual viewing rooms were estimated to be in Peru by 2015?
How many individual viewing rooms were estimated to be in Peru by 2015?
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What percentage of all movie theaters in Peru were located in the capital by 2012?
What percentage of all movie theaters in Peru were located in the capital by 2012?
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What major change occurred to Cineplex in 2000?
What major change occurred to Cineplex in 2000?
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What was Cineplanet's market share in terms of all cinema trips in Peru in 2013?
What was Cineplanet's market share in terms of all cinema trips in Peru in 2013?
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What year did Cineplanet expand into Chile under its Movieland franchise?
What year did Cineplanet expand into Chile under its Movieland franchise?
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Which aspect was Cineplanet known to lead in among Peruvian cinemas by 2013?
Which aspect was Cineplanet known to lead in among Peruvian cinemas by 2013?
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What was the reason the founders of Cineplanet determined that Peru's entertainment sector was underserved?
What was the reason the founders of Cineplanet determined that Peru's entertainment sector was underserved?
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What was the official currency of Peru mentioned in the document?
What was the official currency of Peru mentioned in the document?
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What is the primary purpose of observing customers with prototypes during the field testing?
What is the primary purpose of observing customers with prototypes during the field testing?
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How long do designers typically spend observing feedback on prototypes?
How long do designers typically spend observing feedback on prototypes?
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What type of perspectives do designers consider important during the field tests?
What type of perspectives do designers consider important during the field tests?
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What type of meeting do IDEO team members hold at the end of a day of field testing?
What type of meeting do IDEO team members hold at the end of a day of field testing?
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Which of the following roles might help detect patterns in group dynamics during prototype testing?
Which of the following roles might help detect patterns in group dynamics during prototype testing?
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What is the significance of the communication among team members and client employees during field tests?
What is the significance of the communication among team members and client employees during field tests?
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What is the outcome intended from the successive iterations of prototypes?
What is the outcome intended from the successive iterations of prototypes?
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What document is used to capture data on a prototype’s performance?
What document is used to capture data on a prototype’s performance?
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What was one of the alternative payment methods considered by the project team for Cineplanet customers?
What was one of the alternative payment methods considered by the project team for Cineplanet customers?
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What theme emerged from the team's exploration regarding the Cineplanet experience?
What theme emerged from the team's exploration regarding the Cineplanet experience?
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During the concept development phase, how did the designers ensure they were creating relevant solutions?
During the concept development phase, how did the designers ensure they were creating relevant solutions?
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What was a key activity the project team engaged in during their weekly calls?
What was a key activity the project team engaged in during their weekly calls?
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What did designers think about throughout the concept development process?
What did designers think about throughout the concept development process?
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Which aspect of customer experience did the project team focus on when brainstorming ideas?
Which aspect of customer experience did the project team focus on when brainstorming ideas?
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How did the team's concept presentation change over time?
How did the team's concept presentation change over time?
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What role did Courtney Song play in the Cineplanet project?
What role did Courtney Song play in the Cineplanet project?
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What was the primary purpose of the team's visit to Peru?
What was the primary purpose of the team's visit to Peru?
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How did Maldonado contribute to the team's research process?
How did Maldonado contribute to the team's research process?
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What method did the team use to ensure participants felt comfortable during interviews?
What method did the team use to ensure participants felt comfortable during interviews?
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What misconception does Burkett address regarding assumptions about movie preferences?
What misconception does Burkett address regarding assumptions about movie preferences?
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During their research, which city did the team visit after Lima?
During their research, which city did the team visit after Lima?
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What was a key component of IDEO’s design methodology emphasized during the research?
What was a key component of IDEO’s design methodology emphasized during the research?
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In which part of the Andes did the team conduct user interviews?
In which part of the Andes did the team conduct user interviews?
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How long were the interviews that the team conducted with participants?
How long were the interviews that the team conducted with participants?
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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.
