Design de serviço e experiência do usuário: estudo de caso da Incubadora Tecnológica Natal Central.

Abstract

The following research is based on the application of Service Design at Incubadora Tecnológica Natal Central. The main goal is to understand the users’ experience as part of the Startup Incubators Program developed at Incubadora Tecnológica Natal Central seeking to identify opportunities of improvement, using Service Design’s guidelines and resources.The research analysed data from 2013 to 2019, considering all 38 companies who have been part of the Startup Incubators Program. This subject was chosen due to it being a new area into the scientific research field. Known that, it was necessary to expand the topics, reaching different, more specifically and contextualized studying objects.Therefore, the research made use of the qualitative approach and constructivist theoretical process, and considering the goals, it was also exploratory.The methodological procedure was divided into two phases: the first one was based on developmenting a theoretical profile. The second phase sought to map the users’ experience in the Incubators Program and was built up by four stages: In the first two stages, data was collected regarding the Incubator Program and the Startups who had been part of it - 38 companies were identified during these stages. After that, a series of questions were submitted to the companies who had been part of the program, and a semi-structured interview was made with the startups that are still participating in it. At total, data from 19 startups were collected.After analysing and crossing all the information acquired, and building a stakeholders’ and users’ journey map, a board of opportunities of improvement to the Startup Incubators Program was built.