Gestão do design em empresas do setor 2,5: análise do processo de design de artefatos em negócios de impacto a partir da abordagem design thinking.

Abstract

This study aimed to analyze the Design Process of artifacts designed by Social Business through the design phases of the Design Thinking approach, in order to characterize how the development process of products, services and digital artifacts in Sector 2.5's Companies occurs. With a qualitative approach and exploratory and descriptive goal, this research was carried out through multiple case studies, which were supported by a bibliographical and documental research. For this, a framework of the Design Thinking process was developed, composed of 6 (six) phases: Context, Empathy, Insights, Ideas, Prototypes and Artifacts. The elaboration of this reference modelwas based on 8 (eight) processes, published among the 2007 and 2014 years. The sample investigated was composed of 5 (five) Social Business, which were identified, mapped and selected according to the criteria delimited in this study. The data was virtually collected through 3 (three) steps: 2 (two) surveys published in Google Forms, a semistructured interview via SkypeTM, and the documental and bibliographical research. The data was recorded, organized and categorized with MP3 Skype Recorder v.4.29 and Microsoft® Groove, Word® and Excel®, as well as transcribed, revised, codified and interpreted through CreswelLs (2010) approach for qualitative studies. This research was appreciated and approved by the Research Ethics Committee of the University Hospital Alcides Carneiro (HUAC / UFCG), having as Certificate of Presentation for Ethics Assessment (CAAE) the number 63084316.7.0000.5182. As a result, each business has a singular process configuration, influenced by the particularities of the project, organizational culture and company experience, and the know-how of the team. As Design Thinking, the Social Business design process is characterized mainty by the human-centered approach, the multidisciplinary collaboration and the experimentation of solutions. Therefore, it was concluded that the Social Business design process not only resembles the Design Thinking approach, but that it is also deliberately used as a design methodology by the most of the enterprises investigated. Thus, some of its characteristics have been diffused, to a greater or lesser intensity, in a conscious or unintentional way, between the design stages of the companies researched, even by those that do not use Design Thinking as a method, or that do not have a more rigorous methodological process.