{"id":6727,"date":"2022-12-07T10:00:07","date_gmt":"2022-12-07T10:00:07","guid":{"rendered":"https:\/\/scallent.com\/?p=6727"},"modified":"2023-04-17T13:29:02","modified_gmt":"2023-04-17T13:29:02","slug":"design-thinking-in-business","status":"publish","type":"post","link":"https:\/\/scallent.com\/en\/posts\/design-thinking-in-business\/","title":{"rendered":"Design Thinking in business"},"content":{"rendered":"

[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter e copydesk<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-xs”][vc_column_text]More than a tool, <\/span>Design Thinking <\/b>is a critical and creative thinking process to project, plan and design a project.<\/span><\/p>\n

It is a modern and innovative way of approach that can be used in various contexts and any sector.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column width=”1\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_single_image image=”6647″ alignment=”center”][vc_column_text]<\/p>\n

Pauliny Zito
\n<\/strong>Planner, copywriter e copydesk<\/span>[\/vc_column_text][\/vc_column][vc_column width=”3\/4″ column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” offset=”vc_hidden-lg vc_hidden-md vc_hidden-sm”][vc_column_text]Trabalhar por conta pr\u00f3pria. \u00c9 isso que define o freelancer<\/em>, termo em ingl\u00eas que significa profissional liberal que presta servi\u00e7os de modo aut\u00f3nomo para empresas ou pessoas, por per\u00edodos determinados de tempo.<\/strong><\/p>\n

O trabalho de freelancing<\/em> oferece flexibilidade, independ\u00eancia e a oportunidade de perseguir a sua paix\u00e3o.<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]According to Universidade Nova de Lisboa, Design Thinking:<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0–<\/span> It is person-centered<\/b> – it starts with deep empathy and knowledge of people’s needs and motivations;<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0–<\/span> It is collaborative<\/b> – it benefits from diverse points of view and perspectives and is a process in which the creativity of one reinforces the creativity of all;<\/span><\/p>\n

\u00a0\u00a0\u00a0\u00a0–<\/span> Is optimistic <\/b>– believes we can all create change – no matter how big the problem, how short the time, or how low the budget.<\/span>
\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text]Although the term “design thinking” had already been used since the 1970s in the United States as a creative approach, in science, engineering, architecture, education, and academic research, it was only in 1991 that Tom and David Kelley and Tim Brown systematized the ideas of Design Thinking into methodology aimed at business management.<\/span><\/p>\n

The approach only began to gain traction outside the design community after the 2008 <\/span>Harvard Business Review article<\/span><\/a> [subscription required] entitled Design Thinking by Tim Brown, CEO, and president of the design firm IDEO.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text]<\/p>\n

\"\"Source: Photo by <\/span>Alena Darmel<\/span><\/h6>\n

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\nDesign Thinking<\/b><\/p>\n

Design Thinking is a methodology used to create new products, services, processes, or to solve problems. However, a methodology that values creativity, experimentation, and empathy to find innovative, agile, practical, and safe solutions in the business.<\/span><\/p>\n

The main differential is multidisciplinarity, therefore involving people from different areas of the company.<\/span>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text]<\/p>\n

\"\"Source: Photo by Cottonbro<\/span><\/h6>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_separator][vc_column_text]
\nPillars of Design Thinking<\/b><\/p>\n

Inspiration<\/b><\/p>\n

Perceive the problem or opportunity, study the possibilities, the competition, and the behavior of the target audience. Research and gather materials to inspire.<\/span><\/p>\n

 <\/p>\n

Empathy<\/b><\/p>\n

Put yourself in other people’s shoes and understand their needs, both the target audience and the company’s internal audience.<\/span><\/p>\n

Creativity<\/b><\/p>\n

Having the ability to make connections between the data and distinct opinions collected to find something in common between them.<\/span><\/p>\n

 <\/p>\n

Then<\/span> it is necessary to implement the ideas to obtain feedback and learn from inevitable mistakes.<\/span><\/p>\n

 <\/p>\n

Stages of Design Thinking<\/b><\/p>\n

Each company has its own organizational culture and particularities and, therefore, must assess the best tools to be used in each stage of Design Thinking and, if necessary, adapt the stages to its reality, to achieve the goal. There are five stages of Design Thinking, namely:<\/span><\/p>\n

 <\/p>\n

    \n
  1. Immersion or Empathy<\/b><\/li>\n<\/ol>\n

    It is the understanding phase, in which the problem is discussed, the purpose and limits of the project are defined, the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is made, as well as exploratory and references research. And then interviews and fieldwork to generate insights.<\/span><\/p>\n

     <\/p>\n

      \n
    1. Definition<\/b><\/li>\n<\/ol>\n

      This is the stage of analyzing and organizing the material, identifying patterns and categorizing ideas, and synthesizing. Making a graphical representation of this material helps in visualizing the problem. Next, filter the insights, and define the target audience and a line of work.<\/span><\/p>\n

       <\/p>\n

        \n
      1. Ideation\u00a0<\/b><\/li>\n<\/ol>\n

        This is the phase of thinking of a solution to the problem, bearing in mind that no solution is ideal. It is fundamental to use methods to explore the maximum creativity of the people involved, encouraging experimentation and (inevitable) mistakes.<\/span><\/p>\n

         <\/p>\n

          \n
        1. Prototyping<\/b><\/li>\n<\/ol>\n

          It is the prototyping phase, that is, producing a Minimum Viable Product (MVP). A simple version of the product is made for a test period.\u00a0<\/span><\/p>\n

          To create the MVP, answer these three questions:<\/span><\/p>\n

           <\/p>\n

          1) What solution do you offer? What is its real differential?\u00a0<\/span><\/p>\n

           <\/p>\n

          2) How does this solution work? What does your product\/service deliver that others do not?<\/span><\/p>\n

           <\/p>\n

          3) What is the expected outcome for your customer?<\/span><\/p>\n

           <\/p>\n

            \n
          1. Implementation<\/b><\/li>\n<\/ol>\n

            This is the phase of implementing the solution. In case the product is validated, make the appropriate adjustments and launch the product or service in the market.<\/span><\/p>\n

            But attention, the work does not end here, taking into account that the company must maintain a process of continuous improvement of each project.<\/span>[\/vc_column_text][vc_row_inner][vc_column_inner][vc_single_image image=”6626″ img_size=”large” add_caption=”yes” alignment=”center” title=”Image: Interaction Design Foundation.”][vc_column_text]<\/p>\n

            Image: Interaction Design Foundation.<\/span><\/p>\n

            [\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row][vc_column width=”2\/3″][vc_column_text]These steps are not always sequential and teams often execute them in parallel, out of order, and repeat them iteratively.<\/span><\/p>\n

            1. Understand the problem;
            \n2. Develop possible solutions;
            \n3. Prototype, test and repeat;
            \n4. Implement.<\/p>\n

            [\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_column_text]<\/p>\n

            \"\"Source: MIT Management Sloan School<\/span><\/h6>\n

            [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

            Techniques and Tools of Design Thinking<\/h2>\n

            Design Thinking has a number of collaborative techniques and tools. It is up to the manager to identify those that work best within the context of the project and the company culture.<\/p>\n

            This article lists and describes 25 techniques and tools of Design Thinking, which I quote below.<\/p>\n

            In the Immersion stage:<\/p>\n

            1.<\/strong> Reframe<\/p>\n

            2.<\/strong> Exploratory Research<\/p>\n

            3.<\/strong> Desk Research<\/p>\n

            4.<\/strong> Interviews<\/p>\n

            5.<\/strong> Awareness Notebooks<\/p>\n

            6.<\/strong> Generative Sessions<\/p>\n

            7.<\/strong> A Day in the Life<\/p>\n

            8.<\/strong> Shadow<\/p>\n

            In the Definition (or Analysis and Synthesis) stage:<\/p>\n

            9.<\/strong> Insight Cards<\/p>\n

            10.<\/strong> Affinity Diagram<\/p>\n

            11.<\/strong> Conceptual Map<\/p>\n

            12.<\/strong> Guiding Criteria<\/p>\n

            13.<\/strong> Personas<\/p>\n

            14.<\/strong> Empathy Map (knowledge obtained through interviews with clients)<\/p>\n

            15.<\/strong> User Journey<\/p>\n

            16.<\/strong> Blueprint<\/p>\n

            In the Ideation stage:<\/p>\n

            17.<\/strong> Brainstorming (meeting among people from different areas of the company to think of ideas, present and discuss them, without filters, in a short period of time)<\/p>\n

            18.<\/strong> Co-creation Workshop (a meeting organized as a series of group activities with the objective of stimulating creativity and collaboration, fostering the creation of innovative solutions)<\/p>\n

            19.<\/strong> Ideas Menu<\/p>\n

            20.<\/strong> Positioning Matrix<\/p>\n

            In the Prototyping stage:<\/p>\n

            1.<\/strong> Paper Prototype<\/p>\n

            2.<\/strong> Volume Model<\/p>\n

            3.<\/strong> Staging<\/p>\n

            4.<\/strong> Storyboard<\/p>\n

            5.<\/strong> Service Prototypes<\/p>\n

            Two other very important tools that are being increasingly used by companies are<\/p>\n

            Ludification: uses the dynamics and entertainment of games to make a playful activity (can be used at any stage of the process).<\/p>\n

            Co-creation with the Customer: consists in inviting the customer to participate in the product creation process, either personally or virtually (in the Ideation and Prototyping stages).[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

            How to apply Design Thinking in your company<\/h2>\n

            To apply the Design Thinking methodology in your company, first of all the company culture must make it possible. How to do this?<\/p>\n

            How about starting by:<\/p>\n