IDEO: HUMAN-CENTERED SERVICE DESIGN (CASE STUDY) Q1. How would you characterise IDEO's human-centred innovation culture and philosophy? What are the core elements? Q2. What are the key aspects (Do's and Dont's) of the three phases of IDEO's Design Process? Q3. What do you learn from the Customer Profile Form (Exhibit 7) that the IDEO team might use as it reimagines the movie-going experience? What are the most important features of how the team interacts with the customer during the interview? Q4. How would you apply IDEO's human-centred service design in your companies (at least three firms from across the students in each group)? What challenges should you be ready to face while applying the design thinking process within your companies