fases do design thinking
TRANSCRIPT
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FASES DO DESTHINKING
imersão
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“O trabalho do design é conve
necessidade em demanda”Pe
O QUE É
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FOCO NAS PESSOAS
DES!N "#E NO$A
F#!% DO &%ADCONA
O QUE É
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PESSOAS
&im (ro)n acredita *ue
+es*uisa de mercado e
focus group nunca levaa ideias inovadoras
FERRAMENTAS DE PESQUISA
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PESSOASnsightobserva-,o
em+atiaFERRAMENTAS DE PESQUISA
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PESSOAS
NS!&.A+render com a vida dos outros
A+render com o im+roviso do cotidiano
Atos im+ensados
FERRAMENTAS DE PESQUISA
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PESSOAS
&im (ro)n acredita *ue
+es*uisa de mercado e
focus group nunca levaa ideias inovadoras
FERRAMENTAS DE PESQUISA
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PESSOAS
/ im+ortante observar o
*ue as +essoas n,o 0a1
E escutar o *ue elas n,di1em
FERRAMENTAS DE PESQUISA
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PESSOAS
Formato da +es*uisa
etnogr34ca 5antro+olog
FERRAMENTAS DE PESQUISA
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PESSOAS
Consumidores e7acerba
5colecionadores8 +2e26
+odem ser muito 9teis nobserva-,o de h3bitos
FERRAMENTAS DE PESQUISA
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PESSOAS
"uest:es das ci;ncias sociais
Pesquisa de oser!a"ão
Cientistas sociais ho<e trabalham em*uest:es 0undamentais *ue ir,o im+o consumo num 0uturo +r=7imo2
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PESSOAS
O 0uturo do
dinheiro digital
Pesquisa de oser!a"ão
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PESSOAS
Padr:es de vida e d
consumo nas
metr=+oles
emer entesPesquisa de oser!a"ão
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PESSOAS
Psic=logos
Antro+=logos
Soci=logos
Pesquisa de oser!a"ão
!ru+o d
+es*uis+essoas+r3ticas
cotidianCampus da Intel em OregoEUA
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PESSOAS
!ru+o de +es*uisa em +essoas e
+r3ticas cotidianas>
#ase
ONDE????
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htt+?@@)ikitravel2org@+t@CB0ric
#ase
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PESSOAS
Por*ue8 atualmente8 a+en
da +o+ula-,o
mundo tem acesso Gtecnologia em rede
#ase
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E os outros
H>>#ase
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#ase
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“"ueremos umcom+utador +ar
+essoascomuns”
#ase
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EIPA&A
$E% O I#NDO PE'OS O'.OO#&%AS PESSOAS
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Fases da imers6 +reliminar
J6 em +ro0undidade
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+reliminar6 reen*uadramento
J6 E7+lorat=riaB6 desk
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&udo se inicia com reuni:es de alinhamentoestratégico entre a e*ui+e *ue condu1ira o +Design &hinking e +ro4ssionais da em+resa
contratante8 durante as *uais é reali1ado o +de reen*uadramento2
Em +aralelo8 a e*ui+e do +ro<eto condu1 uma
+es*uisa de cam+o +reliminar 5Pes*uisa E7+*ue au7ilia no entendimento do conte7to do trabalhado e na identi4ca-,o dos com+ortame7tremos *ue +oder,o ser estudados mais a num segundo momento da mers,o2
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Simultaneamente8 a Pe*uisa Des0ornece re0er;ncias das tend;nci
3rea estudada no (rasil e e7terioalém de insumosde temas anal=gos *ue +odem a
no entendimento do assuntotrabalhado2
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A mers,o Preliminar8 +ortanto8 tcomo 4nalidade de4nir o esco+o
+ro<eto e suas 0ronteiras8 além didenti4car os +er4s deusu3rios e outros atoresKchave *
dever,o ser abordados2
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$ase
$OPAMO%I
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em +ro0undidad
6 O *ue as +essoas 0alam>J6 Como agem>B6 O *ue +ensam>
L6 Como se sentem>
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A ideia é identi4car com+ortamentoe7tremos e ma+ear seus +adr:es e
necessidades latentes2 A +es*uisa é*ualitativa e n,o +retende esgotar oconhecimento sobre segmentos deconsumo e com+ortamento8 mas ao
levantar o+ortunidades de +er4se7tremos8 +ermite *ue solu-:eses+ecM4cas se<am criadas2 Solu-:es
*ue muitas ve1es atendem a mais g
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