Identifying the Moments That Matter

Ideo spends a lot of time investing and understanding what's important to the people that are going to be consuming that service or participating in it. prototyping itself is an incredibly important way for understanding, at lands appropriately, what feels missing,. especially when it's a service offered that doesn't yet exist in the world. A medium that idea uses a lot is movies. So when we're trying to show someone experience that they might have in the future, essentially depicting how that might play out overtime in a narrative form.