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Jeanne M. Liedtka

Hoje em dia, a inovação é um negócio de todos. Se você for um gerente em uma corporação global, um empreendedor iniciando em uma função governamental ou um professor em uma escola primária, espera-se que todos sejam enxutos – para fazer melhor com menos. É por isso que todos nós precisamos de design thinking (pensamento criativo). Em todos os níveis em todos os tipos de organização, o design thinking fornece as ferramentas necessárias para se tornar um pensador inovador e descobrir as oportunidades criativas que estão lá, mas que você ainda não está vendo.

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Hoje em dia, a inovação é um negócio de todos. Se você for um gerente em uma corporação global, um empreendedor iniciando em uma função governamental ou um professor em uma escola primária, espera-se que todos sejam enxutos – para fazer melhor com menos. É por isso que todos nós precisamos de design thinking (pensamento criativo). Em todos os níveis em todos os tipos de organização, o design thinking fornece as ferramentas necessárias para se tornar um pensador inovador e descobrir as oportunidades criativas que estão lá, mas que você ainda não está vendo.

Neste curso, desenvolvido na Darden School of Business da Universidade da Virgínia e ensinado pelo corpo docente de alto escalão, fornecemos uma visão geral do design thinking e trabalhamos com um modelo contendo quatro perguntas-chave e várias ferramentas para ajudá-lo a entender o design thinking como uma abordagem de resolução de problemas. Também analisamos várias histórias de diferentes organizações que usaram o design thinking para descobrir soluções atraentes.

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What's inside

Syllabus

O que é o design thinking?
Bem-vindo ao curso – estamos felizes por você estar aqui! Começaremos revelando o que queremos dizer com design thinking e por que ele é mais eficaz do que os métodos tradicionais quando a meta é inovação. Ao analisar o histórico do caso do The Good Kitchen, um programa da Dinamarca para fornecer refeições para idosos, exploraremos como a mentalidade e a prática da equipe de inovação que fez parceria com a consultora de inovação Hatch & Bloom permitiram que eles alcançassem inovação e crescimento. Vamos também examinar quais tipos de desafios são mais adequados para o design thinking e aprender sobre a ferramenta de visualização, que ajuda a dar vida às ideias. Ao final deste módulo, você terá uma melhor compreensão do que queremos dizer com design thinking, quando usá-lo e como usar a ferramenta de visualização.
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Preparando sua mente para a inovação
O design thinking não se trata apenas de processos e ferramentas, mas também de pessoas: sobre você como pensador de design thinking e sobre as pessoas para as quais você deseja criar valor. E, assim, antes de entrarmos no processo de usar o design thinking para gerar e testar ideias, queremos primeiro nos concentrar em sua mentalidade e observar se sua mente está preparada para ver e agir sobre a oportunidade quando ela aparecer em seu mundo. Vamos examinar essa questão analisando as histórias de dois gerentes muito capazes, George e Geoff, e como suas diferentes mentalidades afetam sua capacidade de liderar a inovação e o crescimento. Nós também aprenderemos sobre o valor da ferramenta de contar histórias. Ao final deste módulo, você terá uma melhor compreensão de uma mente preparada para ver e agir quando surgir a oportunidade, e como usar a ferramenta de contar histórias.
Geração de ideias
Agora vamos nos aprofundar no processo de design thinking, analisando como podemos usá-lo para gerar ideias melhores. Neste módulo, veremos a história de um empreendedor, Chris Cartter, e sua startup, a MeYouHealth, enquanto eles trabalhavam com uma empresa de design de Boston, a Essential Design, para entender o tipo de oportunidade que a rede social pode ter para nos ajudar a melhorar nossa saúde. Analisar o que já existe é o primeiro passo no processo de design thinking. Como parte da avaliação de "o que é?", os designers "seguem até a casa do cliente" e exploram os problemas que estão tentando resolver na vida versus o uso do produto. Depois que eles tiverem explorado e buscado padrões, os designers olham para o futuro e perguntam "e se?" Esta é a parte criativa do processo, mas também requer uma abordagem disciplinada. Ao final deste módulo, você entenderá como usar o design thinking para gerar ideias inovadoras, como aplicar as perguntas “o que é?” e “e se?” e como usar a ferramenta de mapeamento mental.
Experimentação
Depois de gerar todas essas ideias inovadoras, o que vem a seguir? O processo de design thinking agora nos ajuda a pegar as muitas ideias que geramos e a descobrir como determinar quais provavelmente produzirão os tipos específicos de resultados que queremos, se eles tomam a forma de nutrição melhorada para os idosos (por exemplo, The Good Kitchen), escolhas de estilo de vida mais saudáveis (por exemplo, MeYouHealth) ou até mesmo mais "leads" (oportunidades) com alto potencial provenientes de suas feiras comerciais (como no exemplo da IBM a seguir). Neste módulo, seguiremos as atividades de uma equipe da IBM trabalhando em estreita colaboração com uma agência de marketing experiente, a George P. Johnson, à medida que desenvolve e testa ideias para uma abordagem revolucionária para a participação em feiras de negócios. Esse processo começa perguntando "o que causa um uau?". Essa pergunta reúne os casos de negócios e do cliente que apoiam nossos novos conceitos. Em geral, a zona do "uau" ocorre na intersecção de três critérios: 1) alguém quer isso, 2) podemos criar e entregar e 3) fazer isso tem o potencial de produzir os resultados que queremos. Então, perguntamos "o que funciona?" e conduzimos pequenos experimentos para testar se nossas suposições são precisas. Ao final deste módulo, você entenderá como aplicar as perguntas "o que causa uau?" e "o que funciona?" e como usar a ferramenta de Lançamento de Aprendizado. Vamos concluir analisando nossas lições e discutindo oportunidades estratégicas.
Atribuição final
Este módulo hospeda materiais relacionados à sua tarefa final para o curso. A tarefa exige a seleção de uma das ferramentas de design thinking apresentadas no curso, a redação de uma reflexão e a conclusão de três revisões por pares. Para concluir o curso com sucesso, você deve concluir e ser aprovado na tarefa final.

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Apresenta métodos e modelos eficazes para impulsionar a inovação e a resolução criativa de problemas
Conduzido por professores renomados da Darden School of Business da Universidade da Virgínia
Oferece exemplos práticos e estudos de caso para ilustrar a aplicação do design thinking em diferentes indústrias
Aborda tópicos essenciais como geração de ideias, experimentação e teste de hipóteses
Requer envolvimento ativo e participação nos exercícios e discussões do curso
Pode ser desafiador para iniciantes sem experiência prévia em design thinking

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Design Thinking para Inovação with these activities:
Revise the basic concepts of design thinking
Reviewing these fundamentals will help you better understand the subsequent modules of the course and provide a stronger foundation for your design thinking skills.
Browse courses on Design Thinking
Show steps
  • Read the course syllabus and skim the first module.
  • Watch the introductory video lecture.
  • Complete the pre-course quiz.
Revise creative thinking skills
Refresh foundational skills for problem-solving, ideation, and solution generation.
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Show steps
  • Review available resources on creative thinking
  • Identify and analyze creative thinking techniques
  • Practice applying these techniques in real-world scenarios
Design Thinking Discussion Group
Engage with peers outside of class time to exchange ideas and perspectives on design thinking.
Show steps
  • Join a study group or discussion board dedicated to design thinking
  • Participate in discussions and share insights with group members
  • Collaborate with peers on design thinking projects or assignments
Eight other activities
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Show all 11 activities
Use the visualization tool to map out a design problem
This exercise will help you develop proficiency in using the visualization tool, which is a key component of the design thinking process.
Show steps
  • Choose a design problem that you are interested in solving.
  • Use the visualization tool to map out the problem.
  • Identify the key stakeholders and their needs.
  • Generate potential solutions to the problem.
Design Thinking Project
Apply the design thinking process to a real-world problem.
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Show steps
  • Define the problem you want to solve
  • Research and gather information about the problem
  • Brainstorm and generate ideas
  • Create a prototype of your solution
  • Test your solution and get feedback
Desenvolver um plano de inovação passo a passo
Utilize tutoriais online sobre design thinking para entender o processo passo a passo e as ferramentas necessárias para desenvolver um plano de inovação eficaz.
Browse courses on Design Thinking
Show steps
  • Pesquisar tutoriais sobre design thinking
  • Analisar o processo de design thinking
  • Identificar as ferramentas e técnicas usadas no design thinking
  • Criar um plano de implementação
Connect with a mentor who has experience in design thinking
Having a mentor who can provide guidance and support can be invaluable in your development as a design thinker.
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Show steps
  • Identify potential mentors through your professional network or online platforms.
  • Reach out to your potential mentors and introduce yourself.
  • Set up a meeting to discuss your goals and interests.
Design Thinking Online Course
Supplement course materials with an online course dedicated to design thinking.
Browse courses on Design Thinking
Show steps
  • Enroll and start an online course on design thinking
  • Complete modules and assignments on design thinking methodology
  • Implement design thinking principles in coursework projects
Design Thinking Case Study
Deepen understanding of design thinking applications in different industries and organizations.
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Show steps
  • Identify a real-world example of design thinking implementation
  • Research and gather information about the case
  • Write a summary of the case study, highlighting key insights and lessons learned
Design Thinking Competition
Develop and apply design thinking skills in a competitive environment.
Show steps
  • Present your solution to a panel of judges
  • Form a team and register for a design thinking competition
  • Research and define the problem you want to solve
  • Use design thinking principles to develop a solution
  • Receive feedback and iterate on your solution
Develop a prototype for a new product or service
This project will allow you to apply the design thinking process to a real-world problem and create a tangible solution.
Browse courses on Prototyping
Show steps
  • Identify a need or problem that you want to solve.
  • Generate ideas for a new product or service.
  • Develop a prototype of your product or service.
  • Test your prototype with potential users.
  • Refine your prototype based on feedback.

Career center

Learners who complete Design Thinking para Inovação will develop knowledge and skills that may be useful to these careers:
Innovation Manager
Innovation Management is a field at the heart of what this course covers. You will learn the techniques and methods used by innovation managers to develop a cadre of ideas that are ready to test in front of customers. As an Innovation Manager, you will need to be able to get great ideas out of people. This course teaches you how.
Design Researcher
As a Design Researcher, you will be tasked with understanding users and their needs. The Design Thinking process teaches you how to do just that. It provides you with a framework for understanding users, and for developing solutions that meet their needs. This course will help you to develop the skills and knowledge you need to succeed as a Design Researcher.
User Experience (UX) Designer
Design Thinking is a problem-solving methodology that is used in the field of User Experience (UX) Design. In this course, you will learn the four pillars of Design Thinking, which will help you to develop a framework for generating and evaluating ideas that will help to improve the user experience.
Service Designer
The Design Thinking process is a valuable tool for Service Designers. It can help you to create services that are user-centered and meet the needs of your customers. This course will help you to develop the skills and knowledge you need to succeed as a Service Designer.
Entrepreneur
Design Thinking is a discipline that is highly congruent with entrepreneurship. It teaches you how to use a creative process to create new solutions to problems. If your goal is to become an entrepreneur, this course will help you to develop the skills and knowledge you need to succeed.
Consultant
The Design Thinking process is a valuable tool for management consultants. It can help you to develop innovative solutions to business problems, and to communicate those solutions effectively to clients. This course will help you to develop the skills and knowledge you need to succeed as a consultant.
Healthcare Manager
Healthcare Managers are tasked with leading and managing healthcare organizations. The Design Thinking process can help you to develop innovative solutions to healthcare problems. This course will help you to develop the skills and knowledge you need to succeed as a Healthcare Manager.
Business Analyst
Business Analysts are often tasked with process improvement. The Design Thinking process will teach you a rigorous and proven methodology to improve business processes and systems. This course may be useful for those who are interested in Business Analysis, as it will help you to develop a deeper understanding of the principles and techniques of Design Thinking and innovation.
Professor
Professors are tasked with teaching and conducting research. The Design Thinking process can help you to develop innovative teaching methods, and to engage your students in the learning process. This course will help you to develop the skills and knowledge you need to succeed as a Professor.
Teacher
This course teaches the Design Thinking process, which is a powerful tool for educators. It can help you to develop innovative lesson plans, and to engage your students in the learning process. This course will help you to develop the skills and knowledge you need to succeed as a Teacher.
Nonprofit Manager
Nonprofit Managers are tasked with leading and managing nonprofit organizations. The Design Thinking process can help you to develop innovative solutions to social problems. This course will help you to develop the skills and knowledge you need to succeed as a Nonprofit Manager.
Policy Analyst
Policy Analysts are tasked with studying, evaluating, and making recommendations on policy issues. The Design Thinking process can help you to develop innovative solutions to policy problems. This course will help you to develop the skills and knowledge you need to succeed as a Policy Analyst.
Government Official
Government Officials are tasked with developing and implementing policies. The Design Thinking process can help you to develop innovative solutions to public policy problems. This course will help you to develop the skills and knowledge you need to succeed as a Government Official.
Marketing Manager
Marketing and Innovation share a crucial element: they are both customer-centric disciplines. As such, learning how to think and solve problems with a design-oriented mindset is very useful for Marketing Managers. This is a core component of the Design Thinking process that is taught in this course.
Product Manager
Product Management and Innovation are two disciplines that often overlap. Product Managers and Innovation Managers are both tasked with generating and evaluating ideas, and moving them through the development process. This course may be useful for those who wish to work in Product Management, as it discusses many of the fundamentals of the role, including techniques for generating and testing ideas.

Reading list

We've selected 11 books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Design Thinking para Inovação.
Provides a comprehensive overview of the design thinking process, from understanding the problem to generating and testing solutions. It valuable resource for anyone who wants to learn more about design thinking and how to apply it to their work.
This classic book explores the challenges that established companies face when trying to innovate. It provides insights into why even the most successful companies can fail to adapt to new technologies and markets.
This classic work on innovation explores the challenges that large, established companies face when they try to innovate. Christensen argues that these companies often fail to recognize the disruptive potential of new technologies, and he provides a framework for understanding and overcoming this challenge.
Provides practical advice on how to overcome the fear of failure and develop your creative potential. It valuable resource for anyone who wants to become more innovative and creative.
Embora não foque especificamente no design thinking, este livro fornece princípios e ferramentas valiosos para empreendedores e inovadores que buscam desenvolver e testar ideias com eficiência e rapidez.
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Provides a fascinating exploration of the human mind and how we make decisions. Kahneman argues that we have two systems of thinking: System 1, which is fast, intuitive, and emotional, and System 2, which is slow, deliberate, and rational. He shows how these two systems interact and how they can lead to biased and irrational decision-making.
Provides a comprehensive overview of the principles of design. It valuable resource for anyone who wants to learn more about how to design products and services that are both user-friendly and aesthetically pleasing.
Provides a framework for understanding the challenges of marketing and selling technology products to mainstream customers. Moore argues that there chasm between early adopters and mainstream customers, and he provides a roadmap for crossing this chasm.
Provides a step-by-step guide to the sprint process, a five-day process for solving critical problems and testing new ideas. It valuable resource for anyone who wants to learn more about how to use design thinking to solve problems.
Provides a framework for developing value propositions that are customer-centric and profitable. It valuable resource for anyone who wants to learn more about how to create value for their customers.

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