Design Thinking

Business Innovation

This book presents steps, techniques and tools, illustrated by genuinely cases, to inspire and assist in the endeavor towards innovation.

WHAT YOU WILL FIND THE BOOK

  • Immersion:
    This is the first phase of the design thinking process in which the project team approaches the problem context from different points of view.
  • Analysis and synthesis:
    Stage of analysis and organization of information collected, making it possible to detect patterns and develop challenges to help understand the problem.
  • Ideation:
    This is the moment to generate innovative ideas for the project. To do so, tools such as brainstorming and co-creation workshops are used.
  • Prototyping:
    It is time to get the ideas off the drawing board. The prototype will help to test and validate the ideas generated.

I want to download the Design Thinking book now!

“The fierceness of competition in business – which is now global – requires high speed innovation. The book surprised me by exposing a collective process aiming at innovation, combining the systematization of the process with its practical exercise.”

Aldo da Silva Trindade

Channel Architecture - Itaú Unibanco. Technology Superintendence, Mobility, Multichannel and Innovation

Authors

Mauricio Vianna

Computer Engineer at PUC-RJ (1990), MSc. in Computer Science at IIT – Illinois Institute of Technology (1992), and Ph.D. in Computer Science at IIT (1995). Global CEO of MJV Technology and Innovation.

Ysmar Vianna

Electrical Engineer degree (ITA, Aeronautical Institute of Technology, 1966), Master in Electrical Engineering and Computer Science (UCB, University of California at Berkeley, 1969), Ph.D. in Computer Science (UCB, University of California at Berkeley, 1972). President of MJV Technology and Innovation.

ISABEL ADLER

Designer Strategist, graduated from ESDI /UERJ, masters in TU Delft, Netherlands, and Executive MBA in COPPEAD

Brenda Lucena

Master in design by PUC-Rio, bachelor's degree in design with a focus on Visual Communication and Product Design by ESDI/UERJ and a course in digital media at German design school HfG Schwaebisch Gmuend.

Beatriz Russo

Master in User-Centered Design at PUC-RIO and PHD in Emotional Experience at the Deft University of Technology

Tools

IMMERSION

CULTURAL PROBE

Collect data about your target audience in the context they live in and with the least interference possible. Find out their yearnings and expectations to support relevant decision-making and prepare the user for collaborative sessions. Learn more by watching the explanatory video.

IMMERSION

GENERATIVE SESSION

It’s a meeting with several users and stakeholders in order to obtain deeper layers of information about the user’s relationship with the researched context. This technique allows you to extract feelings and unconscious impressions, which would not be verbalized in interviews.

IMMERSION

INTERVIEW

It enables direct contact between users and the project team. Through dialogue around topics of interest for the research, it is possible to extract important information and evaluate the reactions of the respondents as they go through topics on the agenda.

ANALYSIS AND SYNTHESIS

PERSONAS

Personas are fictitious characters created to generate and validate ideas. They are developed from the synthesis of meaningful behaviors observed during field research.

ANALYSIS AND SYNTHESIS

AFFINITY DIAGRAM

It is the grouping of Insights Cards according to categories based on affinity, similarity, proximity or dependence. This diagram makes it easier to see the macro areas that delimit the subject at hand, its subdivisions and interdependencies.

ANALYSIS AND SYNTHESIS

INSIGHT CARDS

Insights consisting of reflections based on actual perceptions obtained along the exploratory, desk and/or indepth researches. They are findings that point to solution opportunities for the project. You know that “a-ha” moment? It’s usually an insight!

Ideation

WORKSHOP

A meeting organized to stimulate creativity and collaboration, this aims to promote team integration and generate innovative solutions for projects.

PROTOTYPING

EXPERIENCE PROTOTYPING

How can you know if the solution developed theoretically will work when put into practice? Learn how to foresee problems, make concepts tangible and refine ideas by watching the video.

PROTOTYPING

PAPER PROTOTYPING

As the name implies, these are prototypes built on paper, with different fidelity levels. It can be a hand drawn wireframe to represent the screens of a mobile application schematically, or a package with the final text and color details.

PROTOTYPING

STAGING

It’s an improvised simulation of a situation, which can represent from the interaction of a person with a machine to a simple dialogue between people staging the aspects of a service. It’s generally used when you want to test an interaction to enable the improvement of an experience.