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| 3.55 MB | Adobe PDF |
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Abstract(s)
O objetivo principal é aplicar as principais ferramentas utilizadas pelo Design Thinking de Serviços para auxiliar o desenho do modelo de serviço multicanal e facilitar a criação de valor para o cliente. É demonstrar como o foco no usuário final pode influenciar sua experiência na lógica do serviço prestado, bem como aumentar os níveis de satisfação e fidelização dos mesmos. Para isso, o presente documento inclui um exemplo acerca dos fundamentos introduzidos a partir de estudo de caso real de uma empresa global de tecnologia, a Uber. Por meio da realização de pesquisa/exploração bibliográfica e documental, de cunho interativo e criativo, busca-se fazer perceber todo o processo de adoção do Design Thinking de Serviços na prática. Diversas ferramentas são utilizadas para a concepção do serviço o qual leva em conta seus múltiplos canais (interações rápidas e distintas). Como resultados obtidos, foi possível mostrar de fato como essa abordagem pode ser utilizada para criar ou remodelar serviços, rever conceitos e formas de se relacionar com eles (resolução de possíveis problemas e feedback constantes), ou ainda gerar inovação e melhorias em serviços já existentes.
The main goal is to apply the main tools used by Service Design Thinking to assist the design of multi-channel service model and facilitating the creation of value for the customers. It is to demonstrate how the focus on the end user can influence your experience in the logic of Service, as well as increase their levels of satisfaction and loyalty. This document also includes an example about the elements introduced from real case study of a technology global company, Uber. Through conducting research/literature exploration and documentary, interactive and creative nature, it is seek to realize in practice the whole adoption process of Service Design Thinking. Several tools are used for the realization of Service Design that takes into account their multiple channels (rapid and distinct interactions). As results, the aim is to show how this approach can be used to create or remodel services, review concepts and ways of relating to them (solving of possible problems and constant feedback), or create innovation and improvements in existing services.
The main goal is to apply the main tools used by Service Design Thinking to assist the design of multi-channel service model and facilitating the creation of value for the customers. It is to demonstrate how the focus on the end user can influence your experience in the logic of Service, as well as increase their levels of satisfaction and loyalty. This document also includes an example about the elements introduced from real case study of a technology global company, Uber. Through conducting research/literature exploration and documentary, interactive and creative nature, it is seek to realize in practice the whole adoption process of Service Design Thinking. Several tools are used for the realization of Service Design that takes into account their multiple channels (rapid and distinct interactions). As results, the aim is to show how this approach can be used to create or remodel services, review concepts and ways of relating to them (solving of possible problems and constant feedback), or create innovation and improvements in existing services.
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Keywords
Service design thinking Modelo de negócios multicanal Estudo de caso Uber Rio de Janeiro Multichannel business model Case study