DESIGN THINKING, MÍDIA, CONHECIMENTO E INOVAÇÃO: REFLEXÕES SOBRE UMA ATIVIDADE DIDÁTICA APLICANDO O DESENHO DA PERSONA E O MAPA DA JORNADA DO USUÁRIO
DOI:
https://doi.org/10.48090/ciki.v%25vi%25i.170Abstract
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.
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