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Nas últimas décadas, o Design Thinking tem vindo a afirmar-se na área da gestão e estratégia como uma metodologia de desenho de novas experiências dos clientes, em contextos cada vez mais complexos do ponto de vista económico, social e tecnológico. Esta abordagem usa a sensibilidade e os métodos dos designers de forma a combinar as necessidades das pessoas com o que é tecnicamente viável e o que uma estratégia de negócios exequível pode converter em valor para o cliente e uma oportunidade de mercado. Simultaneamente deve ser feita uma análise rigorosa e avaliação dos recursos disponíveis, assim como das oportunidades que o negócio representa.
Para dar resposta à questão de investigação — Como se pode aplicar o DT no desenho das experiências do cliente? — foi realizado um estudo de caso único com base na empresa tecnológica portuguesa Novabase, cuja cultura de inovação acredita que todas as pessoas têm a capacidade de provocar transformações, pensando criativamente. É conduzida uma análise à relação entre o DT e a experiência do cliente com recurso às ferramentas CJM e SB, com o intuito de compreender a desenvolvida por esta empresa — Do Tools — para mapear e compreender a experiência dos clientes finais.
Com este estudo conclui-se que a formação nesta metodologia permite uma maior consciencialização para uma abordagem human-centred e incorporação na cultura da empresa. Além disso, para o desenho das experiências dos clientes, a empresa em estudo desenvolveu uma ferramenta única de suporte à implementação de DT, com a qual consegue perceber os processos e gerar soluções à medida de cada cliente.
In the past decades, Design Thinking has been asserting and affirming itself within the management and strategy field as a design methodology of new experiences for users, with increasingly more complex context from an economic, social and technological point of view. This approach uses the designer’s sensibility and methods in order to combine people’s necessities with what is technically viable and how a feasible business strategy can convert into value for the customer and a market opportunity. Simultaneously a rigorous analysis and an evaluation of the available resources should be made, as well as the opportunities the business represents. In order to provide an answer to the research question — How can DT be applied to the design of customer experiences? — a single case study was carried out based on the Portuguese technological company Novabase, whose culture of innovation believes that everyone has the capability of bringing about transformations by thinking in a creative manner. By analyzing the relation between DT and the customer experience using the CJM and SB tools, the aim is to understand the tool developed by the company — Do Tools — to map and grasp the user’s experience. This study concludes that the shaping in this methodology allows a greater awareness to a human-centred approach and incorporation in the company’s culture. Furthermore, in regards to the user experience design, the studied company developed a unique tool that supports DT implementation, which allows them to perceive and understand the processes and father solutions tailored to each client.
In the past decades, Design Thinking has been asserting and affirming itself within the management and strategy field as a design methodology of new experiences for users, with increasingly more complex context from an economic, social and technological point of view. This approach uses the designer’s sensibility and methods in order to combine people’s necessities with what is technically viable and how a feasible business strategy can convert into value for the customer and a market opportunity. Simultaneously a rigorous analysis and an evaluation of the available resources should be made, as well as the opportunities the business represents. In order to provide an answer to the research question — How can DT be applied to the design of customer experiences? — a single case study was carried out based on the Portuguese technological company Novabase, whose culture of innovation believes that everyone has the capability of bringing about transformations by thinking in a creative manner. By analyzing the relation between DT and the customer experience using the CJM and SB tools, the aim is to understand the tool developed by the company — Do Tools — to map and grasp the user’s experience. This study concludes that the shaping in this methodology allows a greater awareness to a human-centred approach and incorporation in the company’s culture. Furthermore, in regards to the user experience design, the studied company developed a unique tool that supports DT implementation, which allows them to perceive and understand the processes and father solutions tailored to each client.
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Design thinking Experiência do cliente Customer journey map Service Blueprint Do Tools Estudo de caso Novabase Customer experience Case study