1. How would you characterize IDEO’s human-centered innovation culture, process, and philosophy? What are the core elements?
2. As you watch the customer interview video (Chapter 3.2 in the online multimedia), use the case’s Exhibit 7 to guide your thinking about the following question. What do you learn from this customer that the team might use as it reimagines the movie-going experience? What are the most important features of the way the team interacts with him during the interview?

Here is a link to the IDEO Case videos: 

https://eproduct.hbsp.harvard.edu/eproduct/product/m_ideo/content/index.html