Much is said nowadays in the implementation of processes that collaborate in the identification of problems and the development of innovative solutions in companies. One of the proposed approaches is called Design Thinking, a concept that emerged from the work of Tim Brown at IDEO, a design company created by him in California (USA). “Brown wrote a book of the same name in 2009 and the practice started to be used by countless companies in all areas,” explains Helena Jacob, professor of Communication at FECAP - Fundação Escola de Comércio Álvares Penteado.
Find out more information on this topic, in this exclusive interview with Helena Jacob for the ABES Portal:
How is the practice of Design Thinking? How does it differ from brainstorm processes?
Design thinking proposes a path for the development of ideas that begins with immersion (research), passes through ideation (brainstorm) and ends with prototyping (creation of a practical, physical model of that action, project, idea) using all the cognitive apparatus of visual language . In short, design thinking proposes that we think visually and creatively any type of project in a company, placing people as protagonists of the stories - that's why the concept is very close to storyteeling, as narratives can be drawn using Design Thinking.
How does Design Thinking help in innovation processes?
It helps to make the people involved think visually about the process, knowing that they will have to apply that idea to a real prototype. If I am going to do a new zoning project for a city, for example, I will design and / or create a physical prototype of that city with the new zoning - and to develop the project I will listen to residents, workers, store owners, service personnel, or that is, all those impacted by that new process.
What tools are used in the process?
The tools can be of any type. Through the immersion, ideation and prototyping steps, it is customary to use a lot of colored material, such as pens, colored pencils, modeling clay, toothpicks, etc., and many, many post-its that help to understand obscure points of the process and the organize ideas.
Are innovative ideas ever cross-referenced with the company's database and statistics?
Yes, right at the first moment, in immersion. At this point, all company data, from internal and external research, everything related to the case is raised to help with ideation, that is, in creating solutions for the challenge presented.
How does Design Thinking integrate with the digital transformation of business in general?
It integrates by proposing a more interactive and innovative approach to the old methods, aligning all stages. So I have everything at hand: from research to conversation with the people involved, but I seek to create visually the solutions to those problems presented.
Can Design Thinking be considered a relevant tool for creating startups' business plans?
No doubt. Taking into account that startups need to be very fast and innovative, seeking visual solutions aligns the startups' operating process to their constant need for change.
Find out more information on this topic, in this exclusive interview with Helena Jacob for the ABES Portal:
How is the practice of Design Thinking? How does it differ from brainstorm processes?
Design thinking proposes a path for the development of ideas that begins with immersion (research), passes through ideation (brainstorm) and ends with prototyping (creation of a practical, physical model of that action, project, idea) using all the cognitive apparatus of visual language . In short, design thinking proposes that we think visually and creatively any type of project in a company, placing people as protagonists of the stories - that's why the concept is very close to storyteeling, as narratives can be drawn using Design Thinking.
How does Design Thinking help in innovation processes?
It helps to make the people involved think visually about the process, knowing that they will have to apply that idea to a real prototype. If I am going to do a new zoning project for a city, for example, I will design and / or create a physical prototype of that city with the new zoning - and to develop the project I will listen to residents, workers, store owners, service personnel, or that is, all those impacted by that new process.
What tools are used in the process?
The tools can be of any type. Through the immersion, ideation and prototyping steps, it is customary to use a lot of colored material, such as pens, colored pencils, modeling clay, toothpicks, etc., and many, many post-its that help to understand obscure points of the process and the organize ideas.
Are innovative ideas ever cross-referenced with the company's database and statistics?
Yes, right at the first moment, in immersion. At this point, all company data, from internal and external research, everything related to the case is raised to help with ideation, that is, in creating solutions for the challenge presented.
How does Design Thinking integrate with the digital transformation of business in general?
It integrates by proposing a more interactive and innovative approach to the old methods, aligning all stages. So I have everything at hand: from research to conversation with the people involved, but I seek to create visually the solutions to those problems presented.
Can Design Thinking be considered a relevant tool for creating startups' business plans?
No doubt. Taking into account that startups need to be very fast and innovative, seeking visual solutions aligns the startups' operating process to their constant need for change.
EN 
PT 
