Read the case IDEO: Human-Centered Service Design and reply to the three questions posed by the lecturer. 1. Please, illustrate the foundational roles of empathy and human-centeredness in the design process, by explaining how going to the field to observe and interact with extreme users in the exploratory phase leads to a deeper understanding of customer’s latent unmet needs and helps define design requirements. Provide examples. How would you contrast this part of the process with experiences of creating new concepts lived by managers in most traditional organisations? 3. How does the example demonstrate the importance of making ideas tangible in the prototyping phase of the design process? What happens? Why? Why is it important to re-engage with customers in the field to test and refine concepts before implementing them?
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