DESIGN THINKING, MÍDIA, CONHECIMENTO E INOVAÇÃO: REFLEXÕES SOBRE UMA ATIVIDADE DIDÁTICA APLICANDO O DESENHO DA PERSONA E O MAPA DA JORNADA DO USUÁRIO
Abstract. This paper discusses Design Thinking as a systematic approach, which has been applied in organizations, to stimulate business and social innovation. The Design Thinking process presents three steps: problem-finding, problem-framing and problem-solving. These steps involve several techniques, media, and procedures; which promote collaborative knowledge development. It begins by introducing concepts which guided our work. Next, we present the persona and customer journey mapping tools. We applied these techniques to a practical experience, with graduate students at the Federal University of Santa Catarina in 2017. This activity was conducted to inspire the discussion reported here. Finally, we highlight its results and key learning.
Keywords: design thinking; knowledge media; innovation; customer journey map; persona.
Resumo. Este artigo discute o Design Thinking como uma abordagem sistematizada, aplicada nas organizações para estimular a inovação nos negócios e na sociedade. O processo de Design Thinking apresenta três etapas: exploração de problemas, enquadramento de problemas e solução de problemas. Estas envolvem diversas técnicas, mídias e procedimentos, estimulando a produção de conhecimento colaborativo. A princípio, introduzimos os conceitos que guiaram o trabalho. Em seguida, as técnicas do desenho da persona e mapeamento da jornada do usuário, as quais foram aplicadas em experiência prática com pós-graduandos da Universidade Federal de Santa Catarina em 2017 para motivar a discussão relatada. Por fim, destacamos principais resultados e aprendizados desta atividade.
Palavras-chave: design thinking; meios do conhecimento; inovação; mapa da jornada do usuário; persona.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
DECLARATION OF ASSIGNMENT AND TRANSFER OF PATRIMONIAL RIGHTS ON ARTICLE PUBLISHED IN THE CIKI PROCEEDINGS AND AUTHORIZATION FOR PUBLICATION
The AUTHOR, according to the law n. 9.610 of February 19th, 1998, hereby declares to whomsoever may concern, that it assigns and transfers, in a universal, definitive, irreversible, exclusive and gratuitous manner, all of its author's economic rights on the article submitted to the International Congress of Knowledge and Innovation - ciki.
The AUTHOR guarantees:
- That the article is original, except for the citations of other published works, provided that the limitations expressed in articles 46 and 47 of Law 9.610 of February 19, 1998 are observed;
- That the article does not contain any slanderous or defamatory statements and does not infringe any intellectual, commercial or industrial property rights of any third parties;
- To promptly compensate the International Congress of Knowledge and Innovation - ciKi for any indemnities, losses or expenses arising from the breach of the guarantees expressed in paragraphs 1 and 2, above.
With this assignment and transfer of the patrimonial rights referring to the author's right, the International Congress of Knowledge and Innovation - ciKi and its successors are free of any copyright payment to the AUTHOR or to their heirs or successors.
The AUTHOR further declares that the International Congress of Knowledge and Innovation - ciKi is fully authorized to use this article, in whole or in part, edited or complete, in Portuguese and in all other languages, in print, in Electronic means, internet, for commercial purposes or not, including distributing, adapting, creating derivative works, assigning rights to third parties in Brazil and / or abroad, including but not limited to: teaching, study and research; publication and dissemination; quote; use in general telecommunication means; audiovisual use in general, including all existing or future digital technologies, capable of storing and reproducing data.
The AUTHOR has guaranteed the moral rights over his article, including the binding of his name as author of the article object of this transfer.
The AUTHOR must always make a written request to the International Congress of Knowledge and Innovation - ciKi, when he intends to use his article, and is obliged to always insert the credit in the original publication, citing the bibliographic reference, complete and legible.