Design

Thinking
business innovation

Maurício Vianna
Ysmar Vianna
Isabel K. Adler
Brenda Lucena
Beatriz Russo
Design
Thinking
Business innovation
Copyright © 2011 MJV Tecnologia ltda.
All copyrights reserved.
Any unauthorized reproduction, in whole or in part, is an infringement of copyright.

Authors: Collaborators:
Maurício José Vianna e Silva Bruno Medina
Ysmar Vianna e Silva Filho Cynthia Bravo
Isabel Krumholz Adler Daniela Kamachi
Brenda de Figueiredo Lucena Luiza Xavier
Beatriz Russo MJV Team Rio de Janeiro and São Paulo

Translation:
Bruno Murtinho
Daniel Chediek
Proofreading:
José Moreira da Silva
Isabel Krumholz Adler Design
Thinking
Ricardo Moura
Kevin Mathewson

Graphic Design:
Renan Cammarosano and Cynthia Bravo

Design thinking : business innovation [electronic resource] / [authors] Maurício Vianna ... [et al.] ; [translation: Bruno business innovation
Murtinho]. - Rio de Janeiro : MJV Press, 2012.
164p., digital resource : il.

Translation of: Design thinking : inovação em negócios

Format: PDF
System Requirements: Adobe Acrobat Reader
Access Mode: World Wide Web Maurício Vianna
Includes index
ISBN 978-85-65424-01-1 (electronic resource) Ysmar Vianna
Isabel K. Adler
1. Mudança organizacional. 2. Reengenharia (Administração). 3. Sociedades comerciais - Reorganização. 4. Criatividade
nos negócios. 5. Pensamento criativo. 6. eBooks. I. Vianna, Maurício II. MJV Tecnologia e Inovação. Brenda Lucena
12-5935. CDD: 658.4063 Beatriz Russo
CDU: 005.332.3

20.08.12 27.08.12 038283

Rio de Janeiro - 2012
1st edition
1st edition: August 2012

MJV Press

Av. Marechal Câmara, 160 Gr. 206 - Centro

20020-080 Rio de Janeiro - RJ
Tel.: +55 21 2532 6423
Tel.: 4004 0435 ext. 6423
e-mail: [email protected]
Contents
PREface 6 Immersion 21 Analysis and Ideation 99 Prototyping 121 Now that
synthesis 65 I have innovative
Brainstorming 101 Paper Prototyping 126 solutions,
why Preliminary Immersion 24
Insight Cards 65 Co-creation workshop 105 Volumetric Model 130 how can I
innovate? 11 Reframing 24 transform
What is Affinity Diagram 72 Idea Menu 109 Staging 133 them into
Design Thinking? 13 Exploratory Research 28
business 158
Conceptual Map 74 Decision Matrix 111 Storyboard 135
But is it only designers Desk Research 32
who think this way? 14 Guiding Criteria 78 Andorinha Project 116 Service Prototyping 138

Why Personas 80 Andorinha Project 142

Design Thinking? 14 In-Depth
Immersion 36 Empathy Map 83
What does this
book have to offer? 16 Interviews 37 User’s journey 85
Cultural Probes 39 Blueprint 87
Generative sessions 43 Andorinha Project 92
A Day in the Life 49

Shadowing 53

Andorinha Project 56
 Preface them wait for change to become more intelligible before acting.
Innovating is always risky, and it is not easy to anticipate results
precisely. Change always poses a threat. Many companies, and
even entire industries, fall prey to surprise attacks by newcomers,
new products and business models. So innovating may be risky,

Every book has its own but not innovating is also risky.

story, and this one is What can you do?

no different. In a scene from Lawrence of Arabia, the hero and his companion are
sitting on a sand dune in the desert when they see a moving black spot
in the distance, unable to discern what it is. Not knowing what to do,
The book you are holding in your hands is a collaborative effort by they wait to see what this moving object could be. Gradually the spot
MJV Tecnologia e Inovação, consultants on innovation. becomes an animal in motion, then a camel, then finally, a camel with
a man riding on it. They are caught completely off guard as the man
MJV is a traditional IT company that, following the need to evolve takes out a gun and kills Lawrence’s companion.
and reinvent itself, has made innovation its touchstone.
Their mistake was to wait and see what the threat might be. Any other
In 2008, while engaged in a mobility project for electronic move would have been better. Running away, firing a warning shot into
management that – as stipulated by the funder (FINEP / MCT1) – the air, taking cover or anything else at all would have been better.
had to be innovative in nature, we settled on Design Thinking as
the only structured process in the world for such an approach. In the same way, companies cannot sit still waiting until it is time
to innovate. They can’t wait to get ready for unexpected competition,
As we turned up case after case of international success, our for the consumer to change, for new ways of organizing, for new
response became one of love at first sight. Here was the way meanings to be assigned to their services or products.
to break through the linear logic in the mindset of science,
engineering and systematic management. It would be our Marketing research as it is defined will not reveal these threats –
mountain guide, or Sherpa, on an unknown path as yet untouched though if it does identify them, the standard business solutions are
by the logic we all cherish so dearly. of little help. Design Thinking brings a holistic vision to innovation.
It works with multidisciplinary teams that follow a process,
Since then (2008), we’ve been learning, practicing, serving our understanding consumers, employees and suppliers as they are
clients and, with them, we’ve accumulated the experience that
in their own context, co-creating solutions with experts, prototyping
we’re translating into this book.
in order to better understand their needs. A Design Thinking team
will end up generating new solutions that tend to be innovative and
Brazilian companies, like companies all over the world, feel
quite unexpected.
threatened by rapid change in the field of technology with the
resulting impacts on society and the market. And so most of

1
Financiadora de Estudos e Projetos (FINEP), part
of the Ministry of Science and Technology (MCT)

8 9
 In Design Thinking, art is combined with science and technology We hope this book will encourage Brazilian companies to create their
to find new business solutions. Video, theater, visual displays, own prototyping labs and business innovation departments, and to
metaphors and music combine with statistics, spreadsheets, introduce Design Thinking as standard management practice.
and management models to address the most intractable business
problems and spark innovation. Finally, as a vital acknowledgment, we would like to thank the financial
support that FINEP – an agency of the Brazilian Ministry of Science
In other countries, Design Thinking is gradually taking hold in MBA and Technology – has granted MJV, which has enabled us to make
programs at major universities, and being adopted by international the investments that have culminated in the writing of this book. We
companies as yet another tool for executives. Among the universities are indebted to FINEP for its support of our first steps on the path of
that have included Design Thinking in their curricula are Stanford, innovation that have given us our impetus and direction as a company.
Berkeley, Northwestern, Harvard, MIT and others. In the past two years, our clients have granted us the opportunity to
develop new solutions with them, while we have also learned a great
In Brazil, we are pioneers in creating a business consultancy based deal from their executives about the environment of their businesses
on Design Thinking, and although this effort is still in its infancy, we where innovation can take root. We wish to express our appreciation
have already begun to see acceptance of this new approach among to all of them, and especially the following companies: Mapfre, Banco
big companies. The problems to be addressed vary a great deal, Itaú, Bradesco Seguros, Icatu Seguros, Duty Free Dufry, Mongeral
ranging from translating insurance jargon to establishing a process Aegon, Mills Estruturas e Serviços de Engenharia, among many others.
of innovation within an IT department; from developing products and
services that will enable patients with chronic diseases to take better Last but not least, we wish to thank all of our consultants and
care of themselves, to initiating change management in an ERP2 colleagues who have made this journey with us, contributing countless
implementation; from designing innovative services for first-time hours of work and, above all, their knowledge and enthusiasm. This
flyers, to redefining the meaning of life insurance; and so on. book contains a little bit of each one of them.

In Brazil, all that is available in the way of literature on this subject And so, dear reader, we deliver this book to you, created with
adds up to a few books translated into Portuguese concerned with deep feeling and with the hope of making a significant contribution
international cases. This book is meant to fill the gap with a text written to our country.
by Brazilians who have international training in the field, and will draw
upon local cases to teach its methods in detail. Maurício Vianna
Ysmar Vianna
Our book is addressed to professionals in all areas of business. Through Executive board of MJV Tecnologia e Inovação
it, we intend to cover both the genesis of innovation, as well methods
and practices for its implementation. The latter is at least as important
as the innovation itself, if not more so.

2
Enterprise Resource Planning .

10 11
 Why
Innovate?

Every day, more and more

companies are looking for
new ways to innovate.
12 13
 Why innovate? WHAT IS DESIGN THINKING?
According to the U.S. magazine Business Week, the process of Although the term “design” is commonly associated with products’ quality
innovation consists of re-creating business models and building and/or aesthetic appearance, the main goal of design as a discipline is
entirely new markets to satisfy unmet human needs; above all, it to promote well being in people’s lives. Nonetheless, it is the way that
aspires to select and execute the right ideas, and bring them to designers perceive things and act upon them that has attracted the
market in record time. attention of management, opening new paths to business innovation.

But innovating is not an easy task. According to the Doblin group Designers look upon any experience that is harmful (whether emotionally,
(2007), only 4% of new products released in the United States cognitively, or aesthetically), or otherwise disruptive of people’s well
succeed in the market. being is a problem (considering all aspects of life, such as work, leisure,
relationships, culture, etc.). And so their main task is to identify problems
Traditionally, innovation in the business world has meant seeking new and generate solutions for them.
technological solutions. However, in the 1990’s, the dissemination
of Total Quality Management (TQM) – a management philosophy The designer understands that problems affecting people’s well being are
created by Deming (1986) that aims at continuous improvement in of many kinds, which makes it necessary to survey the individual’s culture,
the quality of products and processes – gave birth to a new approach context, personal experience and life processes in order to attain a broader
to innovation: to innovate, it was not only necessary to find new view, so as to better identify obstacles and create alternatives for getting
technological solutions, but also to explore new markets. Thus, in around them. By taking the trouble to conduct a thorough survey, the
addition to creating new forms of contact with customers, new designer can pinpoint the causes and consequences of difficulties and be
approaches to satisfying their needs were also opened up. more assertive in seeking solutions.

In time, companies began to realize that it wasn’t enough simply to The designer knows that to identify the real problems and solve them most
offer technological superiority or performance excellence as marketing effectively, it is necessary to approach them from different perspectives
advantages, inasmuch as small and large companies all over the and angles. Therefore it makes sense to favor collaborative efforts by
world had already begun to adjust to this reality. In the arena of global multidisciplinary teams affording a diverse array of viewpoints, and a
competition that would soon prevail, variety of interpretations on the subject at hand, which will yield innovative
solutions.
innovation would become an arduous and often frustrating task. The
difficulty of achieving market differentiation vis-à-vis the competition He works in a multiphase and non-linear process known as fuzzy front
would grow by leaps and bounds. It was time to blaze new trails, to end, allowing for constant interaction and learning. This forces the designer
ensure not only companies’ success, but above all, their survival. continuously to try new paths, opening him up to alternatives: errors
give rise to discovery, which helps to plot alternative courses and identify
It was in this search for new paths to innovation that what is now opportunities for innovation.
known as “Design Thinking” was created: an approach focused on
the human being that is able to uncover through multidisciplinary, Moreover, as the name itself conveys, Design Thinking refers to how the
collaborative perspectives that render thoughts and processes designer thinks, drawing on a style of reasoning that is hardly conventional
tangible, paths that lead to innovative business solutions. in the business world, known as abductive thinking. Abductive
thinking endeavors to formulate inquiries through the apprehension or

14 Why innovate? 15
 comprehension of phenomena, that is to say, questions are posed This book presents a set of methods used in the process of Design
to be answered using information gathered from observation of the Thinking that, as applied to business situations, become tools for a
context pervading the problem. In abductive reasoning, therefore, different approach to innovation. Such methods can be compared
the solution does not derive from the problem: it patterns itself after to those of marketing according to John Kolko (2011). Beyond this,
the problem. adding in other elements, the following tables show the contrasts
and idiosyncrasies of the two approaches.
One cannot solve problems with the same kind of reasoning that
created them: abducting and defying the conventions of business
Design Research Market Research
is the foundation of Design Thinking. It is by reasoning abductively
that designers constantly challenge their standards, making and
unmaking conjectures and transforming them into opportunities Focus People. People.
for innovation. It is the designer’s ability to extricate herself from
Cartesian logical thinking that allows her to remain “outside the box.”
Seeks to understand behavior
Seeks to understand
through what people do, or
but is it ONLY DESIGNERS who THINK cultures, experiences,
say they do, in order to predict
THIS WAY? Objective emotions, thoughts and
how they would behave in a
behavior to provide inspiration
new situation, while coming
No. Although designers have kept this kind of thinking active in for the project.
up with solutions based on
their profession – something that confers upon them a certain
their answers.
creative aura – human beings are Design Thinkers by nature. It
was abductive thinking that allowed for the evolution of artifacts
in our civilization: from primitive civilizations to vernacular design Primarily through semi-
Primarily through
and traditional craftsmanship. Watching the world and generating structured conversations
Data Collecting questionnaires and
new solutions abductively is a common human skill that only recently between the researcher and
structured interviews.
has come to be seen as something requiring exceptional talent. the interviewed.

Statistically represents the

WHY DESIGN THINKING?
Represents samples sample, with the intention
qualitatively and seeks of understanding answers
Innovation guided by design has come to complement the market’s
profiles of extreme users, of the masses, commonly
view that, in order to innovate, one must focus on the development Sampling
because unusual and obscure ignoring points off the curve.
or integration of new technologies and on opening and/or servicing
observations may lead to new Data analysis requires an
new markets: besides these technological and marketing factors,
and interesting ideas. objective point of view that
Design Thinking consultancy innovates primarily by endowing
is critical and unbiased.
products, services or relationships with new meanings. Since “things
must have a form to be seen, but must make sense to be understood
and used” (Krippendorf, 1989), design is by nature a discipline that Behavior, objects and words People’s opinions and
Type of
deals with meanings. By challenging patterns of thought, behavior people use to express the way behavior regarding current
information
and feeling, “Design Thinkers” produce solutions that generate new they interact with things and situations or expectations
collected
meanings and activate diverse elements – cognitive, emotional and processes around them. of future contexts.
sensory – that are involved in the human experience.
16 Why innovate? 17
 WHAT DOES THIS BOOK have to OFFER?
Through this book, it will be possible to become acquainted with the In this third stage, it is sought to generate innovative ideas through
introductory phases of the Design Thinking process, as well as some collaborative activities to stimulate creativity. Generally, the tools for
of the principal methods it uses, always exemplified by practical synthesis developed in the Analysis stage are used as a means for
applications taken from real market projects. generating solutions geared towards the context of the issue under
scrutiny.
In general, the first stage of the process aims to get closer to the
context of the project. This stage, called Immersion, is broken down The ideas generated are then selected – on the basis of business
into two parts: Preliminary Immersion and In-Depth Immersion. goals, technological feasibility and, naturally, the human needs that
are to be met – for validation in the Prototyping stage.
Preliminary Immersion seeks an initial understanding of the problem
and, if necessary, to reframe it. In-Depth Immersion aims to identify This phase, the last one presented in this book, helps to make ideas
the needs of the players involved in the project, and the opportunities tangible, so as to provide continuous learning and eventual validation
that are likely to arise from an understanding of their experience of the solution.
regarding the issue under scrutiny. This “plunge into context”
frequently generates a mass of information so vast that it becomes The stages previously described can be better understood from the
hard to identify the opportunities and prospective challenges to be standpoint of the “Project Sparrow” (Projeto Andorinha), the contents
overcome. Consequently, a stage of Analysis and Synthesis ensues, of which will be disclosed in increments dispersed over the course
which seeks to organize the data visually so as to indicate patterns of the narrative of this book. At the end of each chapter, readers will
that will help to provide an understanding of the whole and identify find representative and informative details of this project aimed at
opportunities and challenges. recreating the sensations of passengers on their first flight, through
the prism of their needs and concerns.
Actually, Analysis and Synthesis, along with the other stages
described in this book, should not be seen as a step in a linear
process, but rather as a part of a tangled whole, where each stage
impinges on other stages. For instance, Analysis may occur during
Immersion and act as a support for the next phase, Ideation.

18 Why innovate? 19
 It should be noted, therefore, that the Design Thinking stages
touched upon here, although presented in a linear fashion, are
highly versatile and non-linear. That is, such phases can be molded
and configured in a way that conforms to the nature of the project
and problem in question. It is possible, for instance, to start
a project with the Immersion phase and conduct Prototyping
cycles while studying the context, or else, over the course of the
entire project. Ideation sessions don’t need to be undertaken at a
particular point in the process, but can permeate it from beginning
to end. Likewise, a new project can start with Prototyping, the last
stage presented in this book.

IMMERSION

analysis and synthesis

IDEATION

PROTOTYPING

Diagram representing stages in the Design Thinking process.

Ultimately, we hope this book can become a source of constant

support for using the stages, techniques and tools set forth herein,
and, above all, an inspiration, based on examples of authentically
Brazilian cases. But the most important thing is that this book
should assist you in your own drive towards innovation.

20 Why innovate? 21
 Immersion

The first stage of the

Design Thinking process
is called Immersion. At this
moment, the project team
approaches the context
of the problem from the
point of view not only of
the company (the client),
but also that of the end
user (the client’s client).
22 23
 Immersion Each technique is chosen on the basis of what the project seeks
to achieve, as shown in the graphic below (Sleeswijkvisser et al.,
2005). In the field, the agents engaged in these interactions are
approached for a better understanding of their concerns, needs
and values.
Immersion can be divided into two phases: Preliminary and
In-Depth. The main objective of the first phase is to reframe the After Immersion in the universe of product/service use, and
problem and arrive at an initial understanding of it, while the examination of trends in the market where the company operates,
second phase aims at identifying the needs and opportunities that the data collected is analyzed, combining information to identify
will lead to a solution in the next stage of the project, Ideation. patterns and opportunities. At this point the data is visually
synthesized to provide inputs for the Ideation phase. In other
Preliminary Immersion consists of Reframing, Exploratory Research words, at the end of the Immersion phase, the data from the
and Desk Research. Everything begins with strategic alignment Preliminary and In-Depth Research is compiled, its main findings
meetings between members of the team that will lead the Design are distilled on Insight Cards, and translated into tools such as
Thinking project and employees of the client company, where Personas, Blueprints, Conceptual Maps and so on, which will be
the reframing process is undertaken. In parallel, the project team used to generate solutions.
conducts a preliminary field survey – Exploratory Research – to
illuminate the context of the subject in question and identify
extreme behaviors that can be examined in greater depth in a
second phase of Immersion.

Simultaneously, Desk Research provides data on trends in the area

under review in Brazil and abroad, as well as input on analogous SURFACE TECHNIQUES

themes that may help to elucidate the subject at hand.

Interviews
Say
Thus the aim of Preliminary Immersion is to define the scope of the Think Explicit

KNO
PL
project and its boundaries, and also to identify profiles for users Observations Observable

PEO
Do

WL
and other key players that will have to be addressed. In this phase, Use

AT

ED
Tacit
it is also possible to survey areas of interest that call for exploration, Generative

WH

GE
Session
so as to provide raw materials for development of the themes that Know
Feel Latent
are to be investigated in the In-Depth Immersion.
Dream

The In-Depth Immersion stage begins with the preparation of

DEPTH
a Research Plan, including primary research protocols, a listing
of profiles for users and key players to recruit and map out
the contexts to be examined. Many techniques – some from
Anthropology, such as Interviews, Generative Sessions, Cultural
Probes, and so on – can be used to dive into the contexts of use
interaction with products and services explored in the project.

24 Immersion 25
Immersion:
HOW TO The reframing process occurs in cycles of capture, transformation and
Preliminary Immersion APPLY IT? preparation, which repeat themselves until the objective is achieved.
The goal is to stimulate all parties involved to see the problem from
different points of view, creating a new understanding of the context
When a Design Thinking project begins, usually in order to lead to the identification of innovative paths. Usually, the
project team acts as facilitator of a process whose duration may vary,
the team is not familiar with the subject. Therefore, from a single workshop to several weeks. The important thing is for
a Preliminary Immersion is undertaken as a way the meetings to take place where participants can be questioned and
assigned small tasks to encourage new thinking patterns.
of approaching the problem, often before the
project kick-off.
Capture

This stage begins with a Reframing process in which the project team meets the This is the collection of data about the purpose of the product/service/
client company staff, either in individual interviews or through group dynamics, to look company in terms of the beliefs and assumptions of the subject that are
at the problem from other perspectives and define project boundaries. The project to be used in the transformation phase. Capture frequently occurs during
team, moreover, will usually conduct an Exploratory Survey in the field to hear about encounters or meetings with the actors involved in the process, where,
the subject so it can arrive at an initial understanding of the users and stakeholders at the outset, they are asked questions (interviewed) about innovation,
enmeshed in the context and help to define the key profiles to be looked at next, in the though they may also be prompted to engage in analogy exercises,
In-Depth Research. The team also undertakes Desk Research to discover trends on the staging or other dynamics to arrive at a different view of the issue.
subject in Brazil and abroad.

Transformation
REFRAMING
With data in hand, transformation is accomplished by the project team,
which surveys the data collected in the previous phase and adds new
WHAT It is an examination of a company’s unsolved problems and issues perspectives. In this phase, a variety of techniques may be applied,
IS IT? from different perspectives and numerous angles, making it possible such as mind maps, journeys, denial and so on, depending on the
to deconstruct beliefs and assumptions of the players (stakeholders), objective, client type, and stage of the process.
and break down their thought patterns, helping them to change
paradigms within the company and, in doing so, take the first step
towards achieving innovative solutions. Preparation

WHEN TO Because a problem cannot be solved using the same kind of thinking Preparation is the moment when materials for impact awareness
USE IT? that gave rise to it, reframing must be undertaken as a first phase in are created based on the result of the transformation phase, and are
generating innovative solutions. This also serves as an initial stage to used to stimulate the parties to reflect. Frequently, issues that need
improve products, services and/or processes, since it makes it possible clarification are raised, and tools for the next cycle (back to capture) are
to approach the issue from new perspectives. developed/chosen.

26 Immersion 27
 Case — Reframing the project boundaries Thinking up solutions for the

on
stakeholders acting in the CITY,

n
for the 2014 World Cup.

ati
tio
nic
ial
while considering the reference

e
ma

nc
oc

u
CTS

for
points as defined

nie
mm
etw ion S
To meet the objective of creating innovative solutions that engage

ve
I
PA

Co
the technological universe and are aimed at the World Cup, the

on
rks
t
tiza
IM

C
Copamobi project was launched. These solutions may be related

o
cra
to sports, tourism or the city of Rio de Janeiro. Nevertheless, there
CITY

mo

lN
was a need to extend horizons in order to obtain innovative solutions

ity
cia
De

ng
n
bil
So
that went beyond the World Cup – before and after sporting events.

tio

uti
Mo

ca
mm
Stakeholder:

Lo
Co
The Copamobi reframing process involved eight people, among SPORTS FAN
them project team members and others who did not know what the
Stakeholder: Group of fans
project was about, so that they could bring new perspectives. They
were paired up and given Insight Cards – produced over the course PRIVATE SECTOR Game experience
of the project’s two years – so they could organize the content into AND GOVERNMENT Fun
categories of their choosing, without being shown any other reference. Sports Fraternization
Technology Entertainment
The exercise allowed for the identification of new patterns. The
Common Audience
categories generated were sorted into macro-themes that involved nt Refe
Poi ren
at least one player – a tourist, resident, sports fan and/or professional n ce ce
re P

fe
athlete – immersed in a universe. For instance, in the sports fan

oin
GY
EX
Re

LO

t
PE
universe, there was the group of fans, the game experience, the Stakeholder:

NO
RIE
Stakeholder:

CH
NC
recreation and entertainment. On the other hand, the tourist universe RESIDENT /

TE
TOURIST

E
ce Point

Reference
included regular tourism, tourism not related to the Cup, the travel CITIZEN LEG
ACY
CONV
ENIEN
CE Tourism

DEMOCRATIZATION
experience, cultural and linguistic differences and the interaction Infrastructure

ren
Tourism not related
between the tourist and the destination city.

Po
fe
Safety

Re

int
to the Cup
Transportation Travel Experience
It was observed that these universes unfolded in a setting - the t Ref
nce Poin ere

city of Rio de Janeiro, where transportation, security, infrastructure, Commotion Cultural and Linguistic
culture and services are present. In addition, they were subject to the Culture Stakeholder: Differences
impact of other categories: mobility, location, travel*, communication, Service PROFESSIONAL Tourist-city integration
information and social networks. ATHLETE
Sports Business
The reframing indicated that it is necessary to think of solutions for Athlete
the players’ universes – tourist, resident, sports fan, professional
Sports management
athlete – unfolding in a setting – the city – that takes into account the
experience, technology, convenience, democratization and legacy that
will remain after the World Cup, making possible a new approach to
solution development.

28 Immersion 29
 4 points for the success of the reframing process: Case — Understanding how to make small change

• Provide an easygoing environment, carry over – both inside and outside In a project on selling low-cost securities, the exploratory research
where the client is invited to relax and the company – what they have began with a random stroll through the streets of downtown Rio de
rethink his work. experienced and learned during the Janeiro, to find out about the issue of getting change from the point
• Hold provocative and emotional Generative Sessions. of view of small merchants and street vendors.
discussions full of examples of real-life • Select a facilitator who will be able
stories to facilitate understanding of to stimulate the client, providing new At a newsstand, it was found that the greatest difficulty is getting
what is being proposed. insight into the initial questions and R$2 and R$5 bills. According to one newsstand vendor, the key is
• At the end of each session, offer transforming an uncertain future into to prepare ahead of time, stockpiling R$50 in coins to start the day,
materials to enable the client to something plausible. or for changing larger bills, whenever they turn up. As he put it, most
customers insist on getting their change in “real money” and it is
common for respondents to find it off-putting if they are offered
other products instead of coins. Most vendors will give clients a
EXPLORATORY RESEARCH discount to avoid displeasing them.

WHAT It is the preliminary field research that helps the team to understand the For the counter attendant at a juice bar, the worst day is Friday,
IS IT? context and provides input for the definition of profiles of users, agents although he cannot explain why this is so. At lottery stands where
and environments, or phases of the life cycle of the product/service people pay their bills, the problem is mitigated by street vendors
that will be explored through In-Depth Immersion. It also helps with who tend to pay with bags of coins so they can get rid of them, and
preparation of the themes to be investigated in Desk Research. because they know that in certain places, contrary to what one
might expect, these coins are actually welcome.

WHEN To help team members to familiarize themselves with the contexts At snack bars and post offices, companies that transport valuables
TO USE? of the products and services that are to be explored throughout (armored trucks) solve the problem by bringing them bags of coins.
the project. This approach to the reality of end-users and stakeholders
provides a better understanding of their demands and latent needs, The bakery cashier has a slightly different story: this guy, who
and expedites the development of a more assertive research protocol might be the owner, said he goes to the mint every week to “buy”
so that relevant insights can be captured during the In-Depth Immersion. R$1,000 in coins. When the coins are used up, he does not turn
to people he knows for change, nor does he alienate prospective
HOW TO Through participant observation – a qualitative research technique with customers by trying to substitute for coins products of lesser value.
APPLY? its origins in social anthropology. The team goes out into the street to His unusual strategy is to suggest they give back the merchandise,
watch and interact with the people involved in the project’s context. whereupon the change suddenly appears: “90% of the problem of
They seek out places relevant to an understanding of the subject under small change is due to people’s unwillingness to dig in their pockets
review and the users of the product/service, as well as individuals for it. Beyond that, lots of folks want to hang on to their coins and
involved in sales, use or support. prefer to say they don’t have any change.”

The man who watches over parked cars raised a very interesting
aspect of the informal economy. According to him, in the second half

30 Immersion 31
 Case — Use of cell phones by Brazil’s lower classes

In another project involving the sale of micro-insurance to Brazil’s

lower classes via cell phone, the Exploratory Research began with
a mapping of the issues that impinge on the experience of cell
phone users. For two afternoons, researchers took a mind map to
the streets and used it as a reference for finding inputs to afford
some understanding of the issues. In this initial encounter with
the subject, some unexpected situations were identified, which
became key points for the project. For example, some people
have three microchips for different carriers, for the sole purpose
of taking advantage of the best deals and offers available from nome

each carrier. This first exploration provided the initial materials for Idade

further exploration In subsequent stages of the study, and helped estado

bairro

to create a list of the ten profiles to be explored in greater detail in profis

the In-Depth Immersion stage. com q

esco

ren
QUEM?

of the year, R$1 coins start to disappear as a result of many

people’s habit of saving them in a piggy bank, as a Christmas tem/te

bonus to be “withdrawn” at the end of the year. The same story quais go

was reported by the photocopy clerk and the shoemaker. R$ 5

qual o seu sonho?
Seguros
quais nunc
R$ 50
Sonhos
R$ 500
o que faria?

This first contact with the project theme gave rise to some R$ 5 000

R$ 50 000
conclusions about the lack of small change that could be R$ 500 000
qual limite de credito

Qual seu maior medo? Medos Com que frequencia

interesting points of departure for an innovative project: Recarga Onde Compra?
a quanto tempo o que tem medo de ficar sem ?

Quanto gasta?
Cartao de Credito
• The problem of small change in Brazil is solved by maintaining Cartao de Debito que banco
Usuario Pré-Pago
quando, onde reca

a network of relationships. Those without friends to rely on won’t

cheque tem conta no banco?

internet usa:

make it through the working day. caixa automatico

Quanto gasta por mes?
Qual fonte de renda?
Celular
Dinheiro
• One of the villains in story of selling inexpensive products that caixa (pessoa)
quanto guarda pro futuro?
quanto ganha ?
quem comp

semana passada
require change appears to be the R$1 piggy bank, which is used Quais sao seus principais gastos: quanto guarda para emergencias?
ano passado

as a Christmas bonus. assinaturas, serviços, financiamentos, cartoes de lojas

Como gasta?

com quem mora?

onde contratou?
contas mensais/ compromisso
como contratou esses serviços? quem é sua familia?
em que se baseou sua decisao

contou com a ajuda/opniao de alguem ? com quem voce convive? Familia

mega sena
jogo do bicho faz uma 'fézinha' de vez em quando?
o que compartilham?
raspadinha
tempo
esporte
quais são os "momentos família" Lazer
dinheiro doacoes
quanto mensal?
objetos
com quem voce gasta $
cigarro ou outros habitos?

quem voce gostaria que fosse seu herdeiro?

quanto quais lazer entreterimento

32 contas (luz, agua, gas)

prioridades: Immersion 33 o que faz nas horas livr

alimentacao
tem algum hobby?
aluguel
Tecnologia/Computador
saude
pesquisa qual funcao principal? usa computador
educacao
DESK RESEARCH Case — Desk Research for innovation in ATM

WHAT It is a search for information on the project theme from various sources In undertaking a project for a major Brazilian bank on the future
IS IT? (websites, books, magazines, blogs, articles, etc.). The term “desk” of ATM’s, the Desk Research began with a general inquiry on ATM
comes from “desktop,” and is used because most of the secondary innovation. Three elements were then identified as relevant in this
research currently performed is based on reliable Internet references. initial phase: the ATM as object, interface and space. This definition
guided the search into its next phase where, in the object category,
for example, analogies were sought among trends and new
WHEN It is used to obtain information from sources other than the users and developments for vending machines.
TO USE? agents directly involved in the project, mainly by identifying trends in
Brazil and abroad having to do with the topic in view, or related topics. More important than the protocol, the key to Desk Research is
It can take place at any point in a project when issues are identified the researcher’s determination to dig up new and interesting items.
that need to be gone into in greater depth, but it is especially useful Moreover, it is essential to be aware of possible connections
at the outset to help the team better understand the boundaries and and Interrelations among themes. For this project, for example,
perspectives of the topic. research began with a quest for innovation in banking spaces. This
led to a consideration of clients waiting in line, which in turn called
HOW TO Based on the project subject, a tree of related topics is created to to mind the Disney World amusement park in Orlando, Florida.
APPLY? initiate the research. These inputs are often obtained during the From this vantage, success stories were sought on how this issue
exploratory research and continue to grow and unfold as the researcher was addressed there, to understand what innovations had been
finds new sources and citations on subjects that may yield information achieved under this heading.
relevant to the project. References are recorded on Insight Cards, noting
the following: a title summarizing the information, a brief description
of the information, the source and date of the research. The restricted
space on the card fosters objectivity, with a view to recording only what
is truly relevant in the data retrieved. The cards are generally printed and
organized during the Analysis stage. The intersection of these data with
those collected in the field during the In-Depth Immersion allows us to
identify patterns and areas of opportunity to be explored in subsequent
phases of the project.

Primary research Secondary research

This is research whose data is This is research carried out with

collected directly from the information secondary information sources
source – for example, when conducting previously published by others – for
an interview to understand what an example, from an interview conducted
individual thinks, feels and does. previously, appearing in a magazine,
newspaper or on the Internet.

34 Immersion 35
 Case — Low-cost insurance for Brazil’s lower classes • Potential low-income insurance products in Brazil include: creditor
insurance, group life with personal injury and funeral assistance.
In a survey conducted for a large insurance company interested in • There are about 78.5 million micro-insured people in the world’s 100
expanding its product line for Brazil’s lower classes via cell phone, poorest countries, and 38 million lives are covered by commercial insurers.
the inquiry started with the sale of micro-insurance in general. In the • Because they are able to service a large number of people more
process, the team found that in emerging countries such as India expeditiously, institutions are preferred over insurance brokers.
and South Africa, people have been highly successful in marketing • A Datafolha survey conducted in Rio de Janeiro and São Paulo found that
these products. And so the cases that turned up were examined the group most receptive to purchasing low-cost insurance consists of young
in detail to ascertain the source of their success and the business people between the ages of 18 and 34 with lower household income (1 to 2
models implemented. times the minimum wage), who live in the city of São Paulo.

However, since the aim of the project was to sell micro-insurance

in Brazil, information was also sought on the consumption behavior
of Brazil’s lower classes and how they relate to insurance in general,
as well as to the use of cell phones. Therefore, analysis focused
on the duration of low-income insurance policies and how they
are distributed, identifying agents working with the low-income
population, and data that would help to delineate which segments
of the population would be more inclined to purchase insurance via
cell phone.

Statistical data on the Brazilian population were also used to

support solutions that would be applicable to large groups. A variety
of sources was consulted, including: SUSEP Funenseg, DataFolha,
the Microinsurance Centre and FASECOLDA (Federación de
Aseguradores Colombianos), among others.

Some highlights of the research:

• There are two types of insurance that meet the needs of the
low-income population: micro-insurance specifically designed for
this population segment, and low-income insurance, consisting of
low-cost policies for the mass of the population.
• The lack of culture and knowledge on the needs of this target-
public are major challenges facing micro-insurance in Brazil.

36 Immersion 37
Immersion:
INTERVIEWS
In-Depth Immersion WHAT Interviewing is a method that seeks through a conversation with
IS IT? the interviewee to obtain information from questions, context
This research involves diving deeply into the awareness cards, and other techniques. The information sought
context of the lives of the players and the subject pervades the subject under examination and the central themes
of the interviewees’ lives.
under study. In general, there is an attempt to
focus on the human dimension with the aim of WHEN TO Interviews are particularly useful to get at the story behind the
USE IT? interviewee’s life experiences. The interviewer should prompt the
retrieving four different types of information: participant to explain the reasons for these narratives so as to be able
to understand the meaning of what is being said. Through interviews,
1. What do people say? 2. How do they act? it is possible to expand understanding of social behavior, discovering
3. What do they think? 4. How do they feel? exceptions to the rule, and to map extreme cases, their origins and
repercussions.

HOW TO The researcher usually meets the research subject in his or her home,
The idea is to identify extreme behaviors and map their patterns, as well as people’s APPLY IT? workplace or any other environment related to the theme of the project
latent needs. The research is qualitative and does not seek to provide exhaustive and talks about relevant issues, following a predetermined protocol
knowledge on consumption and behavior segments, but by gathering opportunities that can be adjusted, depending on the conversation. By delving into
to compile extreme profiles, it allows the creation of specific solutions. Often these each person’s point of view, different perspectives of the whole can be
solutions cater to other groups, but they would not have emerged if scrutiny had not discerned, and it is possible to identify polarities that will help to develop
been trained on the differences. Personas, thus providing raw materials for the generation of ideas in the
Ideation phase.
To this end, project team members meet clients or users of the product or service in
question to observe or interact with them in the context of use, to get a feel for their
point of view and find out not only what they have to say, but also what they are doing
and how they are feeling. The time is taken to get to know their lives so as to develop
empathy, better understand their points of view, and thus identify their beliefs, concerns
and needs. There are a number of techniques for conducting this research, such as:
Interviews, the photographic record, Participant observation, Indirect observation,
Cultural probes and so on. Some of them are explained in greater detail below.

38 Immersion 39
 Case — Policy holders and their car insurance Cultural Probes
In an immersion carried out for an insurance company with WHAT Cultural probes are a way of obtaining information about people
broad representation in the automobile sector, interviews with are and their universe, used to collect data about users with minimal
policyholders and insurance brokers were conducted in three large they? interference in their activities, or when the issue investigated unfolds
Brazilian cities. During the interviews, the following techniques intermittently or over an extended period of time. Instead of direct, in-
were applied to explore in greater depth the meaning behind person observation, this technique allows users themselves to report
people’s remarks: on their own activities in the context of their day-to-day lives.

• Artifact archeology: the way people use artifacts reveals a lot

about what they do and think about certain services or products. WHEN TO This kind of information is useful in the Immersion phase, inasmuch
In the interviews, for instance, policyholders were asked where USE IT? as it makes it possible to understand the user’s universe, his dreams
they kept their policies, how insurance brokers organize their policy and expectations, without the researcher’s having to go to him in
files and what tow-truck drivers keep in the glove compartment. person. It is generally employed when the user is physically distant or
This allows for a better understanding of how these key players when the subject is delicate and the user feels more at ease recording
perceive insurance. the information on his own. Cultural probes can also be used to raise
• Context awareness cards: these are cards containing images participants’ awareness for a Generative session, enabling them to
likely to evoke memories and stimulate the interviewee to come to the meeting better prepared to talk about the problem and the
remember revealing stories that would otherwise never come ideas to be discussed.
up. When an image of a coffin or a desert island is shown to a
policyholder, for instance, they are asked to describe their deepest HOW TO To create a Cultural probe, it is important to identify the desired result
fears or fondest dreams. Or when insurance brokers are told to APPLY of the research, and on that basis, to create exercises to be filled
arrange and explain a series of insurance company logos – in any them? out by users. Activities may vary from task reports made during the
way they see fit– it is possible to understand their opinions about course of the day, to perceptions regarding experiences, to collages,
their relationship to the brands, even without directly asking them or photographic record orientations concerning a particular situation,
about the subject. to name a few. Ultimately, Cultural probes become additional records
illuminating the universe of each participant.

40 Immersion 41
 Case — Analog and digital 3. Emotion thermometer: how do you feel about an
institutional communications institutional communication?

For a Generative session seeking to explore individual experiences On the third day, participants were asked to think about a service
concerning institutional communication (both analog – letters, provider or utility company, e.g., a bank, phone company, Internet
flyers, etc. – and digital – email marketing, websites, etc.), a book or cable TV provider, and give it a ranking in the thermometer to
of activities was created to make participants aware of the subject. show how the company handled the communication. Then they
The booklet was set up as a diary containing five short exercises were to indicate where the ideal communication would register
expected to take between five and ten minutes to complete: on the thermometer.
FORMAL INFORMAL

NEAR DISTANT
1. Schedule: the institutional mail you receive.
FESTIVE SERIOUS

PLAYFUL
For five days following receipt of the notebook, the user was ADULT-LIKE

instructed to fill out a table keeping track of interactions with IMAGE TEXT

institutional communication – via traditional mail, cell phone and CHARMING SULLEN

the Internet. The idea was not to have them spend the whole
SUMMARY COMPLETE
day thinking about the task, but rather at the end of each day, to
INTRUSIVE REMOTE
score the institutional communications received, recording them
positively or negatively. FRIEND STRANGER

SURPRISING ORDINARY

2. Matrix: how do companies communicate with you? 4. Letter and action: which correspondence demands
a follow-up action?
A stack of several company brands was included in the book
folder. On the second day, participants were asked to select the On the fourth day, they were asked to choose three institutional
companies with which they had had any sort of interaction – via items of correspondence that required some follow-up action –
mail or the Internet – and place them in the matrix. On the left for instance, a bank account requiring payment over the Internet –
side of the matrix they put companies with which they had a and three items of institutional mail that went straight into the trash.
satisfactory interaction, and on the right side, those with which the
2 5
interaction was unsatisfactory.

1 4
The top part of the form was for companies that communicated
by letter, and the bottom part, for those communicating via the
Internet. If a company communicated by both, it was to be placed 6
3
in the middle. In addition, users were allowed to ascribe qualities
to the companies, or draw pictures.
Mail: Promotion Mail: Credit card Mail: Building
1 Action: Enter website 3 Action: Pay through 5 newsletter
for discount online banking Action: Trash

Mail: Phone company Mail: Credit card Mail: Clothes ad

2 Action: Pay through 4 advertisement 6 Action: Trash
online banking Action: Trash

42 Immersion 43
 5. Favorite publications: what are yours, in both analog GENERATIVE SESSIONS
and digital media?
WHAT A generative session is an informal meeting in which users (or
On the fifth day, users were asked to choose their favorite IS IT? stakeholders involved in the project theme) are invited to share their
publications. The aim was to find out which magazine or newspaper experiences and engage in activities in which they express their views
they liked most, and which websites they accessed most. Why was on the themes of the project. The aim is to understand what they know,
the communication so good? How was the information presented? and what they are feeling and dreaming, often in tacit and latent ways.
Densely or concisely? With lots of text or lots of images?
WHEN TO The generative session is an appropriate approach to arrive at an
An assortment of images, pens, scissors and glue was included USE IT? overview of users, including, in this case, their daily experience in
with the activity book to help with the daily exercises. Users were all its complexity. It often allows for a better understanding of the
advised to feel free to use the images to express what they were observations made during ethnographic interviews and can also reveal
feeling, or use the pens to draw whatever they felt like drawing, the complexity and richness of personal experiences in everyday life.
wherever they wished.

In addition, they were asked to fill in the exercises on the days HOW TO Cultural probes are distributed ahead of time to the users selected
specified so tasks would not pile up at the end. They were also APPLY to participate in the session. The topics covered in the exercises are
advised that there were no right or wrong answers, and that the them? used so participants will be familiar with the subject when they come
important thing was for them to give their opinions on the issues to the meeting. At the meeting, generative activities are performed,
presented not in a technical way, but from the point of view of that is, activities that seek to construct and express experience using
someone with extensive experience, both good and bad, with creativity, and to help users to reflect on their memories, feelings and
analog and digital institutional communication. motivations. In this way, over the course of the session, participants
are more comfortable addressing the issue and able to speak in greater
The participants brought these Cultural probes to the generative depth, since they have been thinking about the subject in the preceding
session held the following week. days and creating artifacts to stimulate dialogue and reflection.

44 Immersion 45
 Case — Generative session for ATM users. Panels or mood boards are useful to understand the
meaning of each concept. The images help to understand
In a context where it was necessary to develop an innovative approach processes for interpreting the memories, meanings and
to ATM’s, a generative session was held with thirteen customers from beliefs that comprise people’s cognitive process, and
different banks, with different profiles, such as lawyers, engineers, consequently, their decision-making process.
housewives and students, among others, to share their experiences
and build together their vision of the ideal self-service experience.
We looked for a heterogeneous mix of people to get a varied array of
opinions. Safety

The session was organized in such a way that it would not feel like “It’s very exposed, like a storefront display window. I’m afraid
work, but rather, like an entertaining event, with playful activities to I’ll get mugged!”
get participants to open up so they could express their feelings on the
issue. As the guests arrived, they were given pizza and soda to create “The ATM tells on us: if you withdraw money, it makes
a relaxed atmosphere. a specific noise.”

The first activity was designed for the people to get to know each The team that dealt with safety divided the panel into four main
other. They were invited to introduce the person on their left, without areas: one axis ranging from physical safety (mugging and theft) to
knowing him/her, and to describe his/her personality, occupation, psychological security, having to do with mistaken use of the ATM,
neighborhood, etc. The person described would confirm or contradict and the other axis moving from security to insecurity.
the account, and then proceed to characterize the participant on his/her
left. This dynamic is useful for breaking down people’s resistance to In the security area, images were placed associated with:
meeting others, forcing them to create a stereotype of their colleagues
that is then confirmed or denied. 1. Maternal protection, loving and hugging: images of a mother’s
lap, warmth and coziness, moments of total surrender.
By the end of this “icebreaker,” participants were beginning to get 2. Safety that cannot fail: the image of a sanitary napkin was
acquainted, and feeling comfortable enough to share stories on their used to convey the kind of situation in which it becomes necessary
relationships with ATM’s. Encouraged by the three themes presented to have complete trust, because any failure will result in something
to them (safety, difficulty and “my hero”), they reported a variety of extremely unpleasant.
situations. 3. Relief: Images evoking trust in certain people, such as friends
and family, emphasizing personal safety. The cell phone was
When the stories ended, the participants were divided into three indicated as a strong safety element, because people are almost
groups – based on their accounts - and each was responsible for always within a few feet of their phones, which enables them to
assembling a panel with an image that represented one of the three connect with friends.
topics discussed above (safety, difficulty and “my hero”).

46 Immersion 47
 The group worked out scenarios with difficulties due to the time
of day and bank security. The feeling of insecurity pressures
people to execute transactions in a hurry, which causes them to
make mistakes. The number of products offered also disrupts the
operation, because all the reading and options and buttons also
cause them to make mistakes when they misinterpret information.

A portrait of various dissatisfactions with the technology emerged,

especially having to do with network speed. Cell phones with
long “loading...” times reflect impatience with how long it takes
for computers to complete operations. Exasperation with codes
was expressed by the phrase: “Why are there so many digits!?”
with a question that raised the possibility of replacing the numeric
system with an alphanumeric system, thus facilitating typing and
memorization of accounts and passwords.

“My hero”

“I went to a place where credit cards were not accepted and was
able to withdraw blank checks, which saved my evening.”
In the insecurity area, they mentioned:
“I lost my ride and the taxi stopped in front of an ATM so I could
1. Muggings: physical and material violence; get home.”
2. Lack of privacy: a distrust of others, the closeness that allows
people to look at what you are doing; “Anyone who travels through the interior of Brazil must have an
3. Apprehension: a hostile environment that gives rise to insecurity; account at Caixa or Banco do Brasil with a little money set aside
4. The unexpected: anything can happen (the ATM might not work, for emergencies.”
they could get mugged…).
The participants set up a panel which highlighted two types of
Difficulty heroes: ordinary people (“everyday heroes”), whose own lives are
an act of heroism, and invented heroes (represented in the media).
“I“I like it when it has a touchpad, because those buttons The first group was represented by the Brazilian people, who have
don’t match the exact numbers.” resilience, courage and determination as core values, while the
second group was represented by known superheroes. Another
“Once I wasn’t paying attention, and I put the card in the place area of the collage showed scenarios where heroes are needed:
where the receipt comes out. I ended up ruining my card.” for example, in chaotic environments, where it is hard to get even
the simplest things accomplished.
“I always ask the attendant for help when it gets complicated.”

48 Immersion 49
 During the panel presentations, participants were instructed to A DAY IN THE LIFE
write down ideas to solve the problems reported on the cards. At
the end of the presentation, groups were reorganized to include a WHAT It is a simulation by the researcher of the life of a person or situation
designer in each team, and participants were assigned to teams with IS IT? under review. For instance, members of a project team assume the
a theme different from the one they started out with. At this stage, role of a user and spend a period of time (which can be more than
participants were instructed to build a model to summarize the ideas a day, depending on the nature of the subject) acting from a different
generated by their colleagues using various materials available, such point of view and interacting with the contexts and people that they
as plasticine, cardboard, wood, etc. At the end, each group presented would encounter on a daily basis.
a model revealing their view of what an ATM, its environment and its
interface should be. These models represent their wishes, and are WHEN TO This process of simulating a user’s life allows researchers to “step into
useful both for interpreting the motivations that led to the solutions USE IT? the shoes” of their subject, and to see life from his or her perspective.
they presented and as inspiration for the solutions the project will Thus, it is used to enable team members to develop empathy towards
ultimately create. the project’s key figure, and to generate pertinent insights for the
ensuing phases.
The session also afforded a satisfying dynamic for participants, who
were able to continue proposing ideas based on their past experience HOW TO Team members who are to explore this context must study the theme
and finding ways things could have been different. APPLY IT? so as to understand the behavior, attitudes and limitations to be simulated,
in order to replicate what the user would experience.

Case — Diabetes for a week

Following an interview with an endocrinologist during a project

seeking solutions for ways to monitor chronic patients, the team
asked the doctor whether there would be any restriction prohibiting
people who did not have diabetes from pretending that they did for
one week. Not only did the doctor say there would be no problem,
she actually became very interested in this initiative of people
simulating the experiences and constraints of a diabetic.

Accordingly, she recommended that the team eliminate all sugar

from their diets, and also cut down on carbohydrates, confining
themselves to only one source per meal. Furthermore, she
prescribed regular physical exercise. In order to simulate monitoring
of blood sugar levels, it was suggested that each person should
prick their finger at least three times a day. (According to the doctor,
her patients’ chief complaint was that they were upset about having
to prick their finger, which is such a sensitive spot, so many times a
day). And so three members of the team spent the week

50 Immersion 51
 monitoring their sugar and carbohydrate intake along with their
blood sugar level, while having to exercise at least three times
a week.

Statement of Brenda Lucena (author)

On my first day as a diabetic, in order to reduce sugar intake,

I started paying a lot of attention to the labels on the products
I consume, and I was surprised to discover how much sugar I
took in without even realizing it. Even a salt cracker has sugar in
it! During that week I learned that, to cut down on my intake and
properly monitor what I was eating, it wasn’t enough just to refrain
from putting sugar in my coffee or switch to diet chocolate; I also
had to change my other eating habits.

At the beginning of the week it was hard to figure out which

products I was allowed to have and adjust accordingly, but I
was highly motivated by this change of status so I managed to
get past these difficulties without major problems. However, by
the end of the week, my new status as a diabetic became quite
a challenge. As the novelty wore off, having to eat every 3 hours
became increasingly hard. With the fast pace of work I forgot to
eat a number of times, and there was even a point where I went
for 6 hours without food. I think that if I really were diabetic,
I would have presented symptoms of hypoglycemia by not eating
for so long.

By coincidence, that same week that we “became diabetics,” I had

already decided to take up swimming again. I’ve never been very
athletic, one of those people who really enjoys sports, and I know
that in a few months I’ll end up losing steam and just giving up.
And yet after a few days fretting about sugar intake and all these
different foods, exercising became the most pleasant and fun part
of the treatment!

Statement of Isabel Adler (autora)

During the week in which I simulated having diabetes I discovered

some important issues. First, there is a change in social relations.

52 Imersão 53
 At work we have a habit of buying a cake and singing happy SHADOWING
birthday on our colleagues’ birthdays. These are quick but lively
events that provide a moment of relaxation in the middle of the WHAT It is accompanying a user (or other player in the process) over a period
workday. Everyone loves it! But on my very first day as a diabetic, IS IT? of time in which they are interacting with the product or service being
they knocked on my door inviting me to the birthday party of a analyzed. Like a “shadow,” the researcher must not interfere with the
colleague across the hall. Contrary to what usually happens, no user’s actions, but only observe them.
one got up and we all sat staring at our computer screens, sad that
we couldn’t join the party. WHEN TO The objective is to understand how a person relates to the context
USE IT? of the theme under review, what kinds of artifacts and players are
That was the moment when I realized how hard it is to have such involved, what are their emotions, expectations and habits. Thus latent
limitations. If, on one hand, I felt like wearing a T-shirt that said “I’m opportunities and needs can be identified that would generally not be
diabetic,” so no one would invite me to this sort of event or offer verbalized or made explicit in interviews or Generative sessions.
me a piece of candy after lunch, sparing me the temptation or the
reminder that I can no longer do these little things that I enjoy so HOW TO The researcher follows the individual in a non-intrusive fashion to
much; on the other hand, I wondered if such a label would make APPLY IT? observe his or her interaction with the product or service under
people stay away from me, since I could no longer join them for consideration. Without asking questions or disrupting the context, the
these pleasurable moments. So I was able to feel in my own skin “shadow” must record its observations in a notebook and discreetly
the conflict between staying away from others and self-control. film and/or photograph the process.

The issue of self-control and motivation became extremely

important to me. On one of the nights that week, I went to Case — Towards implementing a culture of innovation
my grandmother’s for dinner. When I got there, conscious of my
new health condition, I went into the kitchen to evaluate my dinner When the objective was to implement a culture of innovation in
options and chose a combination with few carbohydrates and lots the daily life of the IT area workers at a major bank, strategies
of protein and vegetables. My family sat down, dinner was served for observation and shadowing were used to shed light on the
and I held fast to my commitment, foregoing many dishes that I employees’ relationship to their work spaces.
love, while the rest of my family gorged themselves. When I got
up to take my plate to the kitchen, the cupboard was open and I Initially, five actions of exploratory observation were undertaken,
saw two slices of my favorite cake, whose recipe is known only to geared towards establishing an overview. The idea was to identify
the cook of my great aunt, who died two years ago. I couldn’t resist. teams’ general behavior and seek insights regarding their interaction
I ditched all thoughts of health and indulged myself, savoring the with their physical space.
best cheesecake in the world! Then deeply ashamed, I went back
to the table and didn’t tell a soul. The shadowing actions, on the other hand, had a more specific
focus, aimed at understanding the employee’s relation to his
The next day, I thought I should at least go out for a walk, but work day on a deeper level, from the moment he arrives at the
fatigue from too few hours of sleep prevented me. Unhappily I bank to the moment he says goodbye to his coworkers and leaves
realized that maintaining healthy habits to control diabetes calls for the building.
much greater will power than I had ever imagined.

54 Immersion 55
 It was observed that the spaces for meeting were generally very
formally defined and people ended up holding them in the vicinity
of their desks. However, spaces close to the work area that offered
support for working together and interaction in such moments
were not detected. People tended to be poorly accommodated,
or left standing up when they had to interact with each other
during the working day.

Different types of behavior were detected in a single work area

that evidently does not serve any particular purpose. Thus an
opportunity was identified to propose solutions that could meet
the specific needs observed, such as: privacy for quick meetings
between members of the same team (next to the workstation);
telephone calls that didn’t bother others present in the room, and
space and support for individual conversations between managers.

The fact that the spaces were all very much alike prevented
employees from creating any sort of special relationship with any
particular space, leaving them bereft of stimuli to think creatively
or share knowledge with one another. During the prototyping
phase this perception led to experimentation with interventions
in the physical space, focusing on the stimulus of daily tasks, in
order to create an environment that would be more accessible
and conducive to inspiration – for instance, by setting up a
message board to share interesting pieces of information, or a
dedicated area for rest and relaxation and/or a space for reading. To learn more about
these tools go to:
By observing people’s behavior, it was possible to identify the
moments when problems occur, and pinpoint opportunities that www.livrodesignthinking.com.br/immersion
people who are immersed in the context for extended periods of
time often will not recognize, thus establishing a diagnosis to offer
guidance in generating solutions that can be tested.

56 Immersion 57
 Andorinha Project IMMERSION
In order to understand the issues facing first-time passengers,
the team was divided into pairs to perform Exploratory Field

An experience way Research in Rio de Janeiro and São Paulo. Among the places
visited were the airports Galeão (RJ), Santos Dumont (RJ) and

beyond an airplane Congonhas (SP), travel agencies (RJ) and airline-ticket points of
sale in department stores in São Paulo.

In light of the growing demand for plane tickets for the lower In order to understand why certain members of the lower
classes, MJV Innovation’s multidisciplinary team immersed itself classes do not travel by plane, we went to the Novo Rio Bus
in the subject for two weeks, identifying the unmet needs of this Station (RJ), Norte Shopping (RJ), the São Cristóvao Market (RJ)
niche of consumers as they face the experience of flying for the and to downtown São Paulo, where we conducted In-Depth
very first time. interviews with potential passengers.

Based on field research in similar contexts and software The following is a brief description of the most representative
prototyping in places such as airports, highways, commercial visits of the Immersion stage: to Galeão Airport and the Novo
establishments, public markets and travel agencies, the team Rio Bus Station.
developed solutions for novice passengers to enter the universe
of air travel and feel safe in flight. The ideas they came up with
also aspired to make the first trip a memorable moment for both NOVO RIO BUS STATION
travelers and their families, assimilating them into an environment
that, up to that time, had never been a part of their daily lives. We went to the Novo Rio Bus Station to explore the dynamics
of an environment comparable to an airport, marked, however,
by a pronounced presence of the lower classes.

We were able to perceive that the universe of air travel is seen

as beyond the reach of these classes. Even though air fares may


be more affordable than bus fares, many people do not even
consider the possibility of flying. We spoke to José, who lives
in the state of Maranhão but comes to Rio de Janeiro once a
year to visit his brother. By bus, the trip takes three days. When
asked why he preferred to go by bus rather than by plane, his
immediate response was based on his fear of flying: “Better
to get home late than to arrive early in the cemetery.”

58 Andorinha Project - An experience way beyond the airplane 59

 During the interview, however, he said he realized that the plane The price of bus fares does not vary – whether buying in advance
fare is often cheaper than the bus, and that the trip is quicker and or near boarding time, customers pay the same amount. For air
more comfortable. We observed that he had never thought of flying, travel, there is a significant increase in ticket prices at the last
although he was aware of all the advantages. At the end of the minute. Considering that members of the lower classes are in
conversation, he said that the next time he came to Rio it would the habit of purchasing their tickets at short notice, air travel is
be by plane. often not viable. Moreover, advertising of special deals on airfare
goes on almost exclusively over the internet. Since many members
of these classes do not have a computer or do not use the Internet
frequently, they have little access to cheap tickets.

The people we spoke to stated that the way the crew treats them
has a big impact on whether they travel by bus or by plane. Even
those who have never flown think that there is special treatment
on planes. This perception may account for the rejection of air travel
by people of the lower classes, since being singled out for “VIP
treatment” could somehow embarrass them, particularly if they
fear they would not know how to behave.

Another obstacle to flying is that the air travel network is less

articulated than the road system. After disembarking from the
plane, residents of smaller cities, have to travel by bus to their final
destinations, a fact that many passengers find disagreeable.

Retirees and young children do not pay to travel by bus, which

often determines what means of transportation is preferred by the
elderly or for family trips. One of the interviewees who is retired
and lives in Goiânia spent three days in Rio de Janeiro visiting his
grandchildren. Adding up the time it took to get to Rio and the time
for his return, he was going to spend more time traveling than at his
destination – a fact that in his opinion posed no problem. He also
said he prefers a quieter trip, with stops along the way. “Apart from
the fact that I don’t pay for the bus ticket, I’m not in any hurry. I’m
retired and there’s nothing for me to do,” he said.

60 Andorinha Project - An experience way beyond the airplane 61

 GALEAO AIRPORT Through conversations with passengers and airport employees, we
also observed that the air travel environment has not yet become part
In order to assess the expectations and difficulties of lower of the universe of the lower classes. Since they are not familiar with
class first-time passengers, we went to Rio de Janeiro standard airport procedures, they tend to act as though they were at
International Airport. the bus station, where they have always known their way around.

The staff at the information desk, for example, told us that it is

common for people to ask if the airlines also accepted Rio Card (a
smartcard system used for ground transport in the state of Rio de
Janeiro) and if the elderly traveled for free, which is standard for bus
travel. We also learned that many passengers arrive for boarding at
the very last minute, a common habit at bus stations, where the only
procedure is to deliver one’s luggage to the bus driver.

According to the employees of one airline, the biggest issue for

members of the lower classes has to do with check-in. Since this
procedure is uniquely a feature of air travel, it is hard for them to see
the point of it. Some people think it is their last moment of contact
with their relatives before departure, so they say goodbye to them
there. Others do not realize that they must take their luggage to the
check-in counter, so they leave it with someone who is not standing
on line.

We were also able to discern that another major issue for such
travelers is packing their baggage. Since family visits are often
the reason for traveling, “novice passengers” like to take gifts for
As soon as we got there, we realized that a plane ride for them all of their relatives, which increases the volume of their luggage
is still considered a major family event, such that many relatives considerably. Many, however, are unaware of the limits on weight
accompany travelers to the airport to see them off. In the departure allowed onto the aircraft or the types of items that can be taken in
lounge we witnessed the farewell scene of a woman escorted to the each category of luggage – such as the prohibition of sharp objects in
airport by seven people. We also noticed that for these companions, carry-on luggage, the need to pay for excess weight, or even the fact
they were not just saying goodbye to a relative, they were also that they may be required to leave some belongings at the airport.
engaged in a major event for the whole family. We saw that the
woman’s relatives remained at the airport for about two hours after
her departure, walking between two terminals, window-shopping
and taking in the scene.

62 Andorinha Project - An experience way beyond the airplane 63

 Talking to passengers who fit this profile, we learned that the main
stimulus for them to switch from the bus to the plane is the word of
mouth among friends and relatives. When they find out what other
people paid to make the journey home by plane, they see that they
can do it, too. Often, they are only traveling in the first place because
air travel allows them to arrive at their destination on time, as is the
case with many who are first prompted to travel by plane due to
some emergency. As one passenger told us, “I always went by bus,
actually, but then my mother died and I had to take a plane. Since
then, I’ve never gone by bus again...”
As for the purchase of airline tickets, we noted three different types
Although it does attract new air passengers, word of mouth also of buyers: those who buy on websites with the help of a relative
spreads fear of flying. We talked to several people who said that they or neighbor who has shopped online before; those who buy at
were, or that they would be, apprehensive about flying because of agencies because they do not trust the Internet, and often because
stories told by others and, of course, by the news media. Those who they do not have a credit card; and those who buy at the airport for
had already had the experience of flying, however, said that after the same reasons they buy at agencies, and also because they feel
the flight they were no longer afraid. “On my first flight I was afraid, a need to become familiar with the place before traveling.
but now I wouldn’t have it any other way,” as one interviewee put it.
Among those who have never set foot in a plane, the response was When asked about their impressions of the flight, many reported
nearly unanimous that they would not decline an opportunity to fly that they were disappointed. “The plane is very dull. All you see out
out of fear. the window is white, white, white...,” as one interviewee summed
it up. We realized that the bus trip is seen as the start of the holiday,
where one can watch the world go by looking at the scenery, meet
people and get a snack at every stop. On the plane, however, the
short ride and all of the safety regulations that have to be obeyed
make it impossible for passengers to interact with each other, or
to become engrossed in the journey.

Details of the other phases of this project are presented at the end
of each chapter of this book.

64 Andorinha Project - An experience way beyond the airplane 65

 Analysis and
Synthesis
After the data collecting
stages of the immersion
phase, the next steps are
analysis and synthesis of
the information compiled.
To this end, insights are
arranged to form patterns,
posing challenges that
will assist in clarifying
the problem.
66 67
Analysis and synthesis An Idea
is a solution generated Idea
in response to one or
more insights.
INSIGHT CARDS Insight
An Insight
WHAT Insight cards are reflections based on real data from the Exploratory, is a finding resulting from
are Desk and In-Depth Research, transformed into cards that facilitate quick Immersion, the identification Information
they? consultation and handling. Generally they include a title that summarizes of an opportunity
the finding and the original text collected in the research, along with the
source. In addition, other codification may be relevant, such as place of
collection, the moment to which it refers in the life cycle of the product/
service, and so on, to facilitate analysis.

WHEN During meetings for the creation of the Affinities Diagram to identify
TO USE data patterns and interrelationships; also useful for creating a summary
them? map of the Immersion phase, as well as in collaborative ideation
sessions to unlock the flow of ideas. Creating a solution may involve
choosing more than one insight.

HOW TO In the course of Desk Research, whenever an issue relevant to the

APPLY Project is identified, it is noted on a card where the main finding, the
them? source and the explanation of the issue are recorded. For field research,
on the other hand, cards are usually created when researchers come
back “home” and retrace what they have seen and heard by recording
the most striking issues. In addition, insights may also arise in the
course of Immersion during the project team’s debriefing meetings
where the experience of various researchers is compared, and
opportunities are registered.

Debriefing: The term is used here to express the moment when what was
seen in the field is shared with the Project team – that is, when a story is told
recounting the main topics observed in the field. In psychology and advertising,
the term can have a different meaning.

68 Analysis and Synthesis 69

 Case — Insight Cards for innovation in the • Rio de Janeiro’s bus system is not well understood by foreigners.
2014 World Cup Without knowing the city, and with difficulty asking for information
because of the language, while also feeling insecure, they are
In the Copamobi Project, an initiative to generate innovative naturally inclined to take taxis, even though it is more expensive.
services for the 2014 Soccer World Cup, the team conducted “Rio’s Bus station has no central website listing all the bus
its Exploratory and In-Depth Research during the previous World companies that go to a particular place. There is no way to compare
Cup in 2010, when trends and activities were sought through Desk prices and schedules.”
Research that exhibited similarities between Brazilian practices subject: Information Access
and those in other countries. This survey prompted the creation source: Exploratory Research
of a large number of insight cards that, following analysis, were
classified under technology, information access, sports, and behavior
and tourism. The insights helped the Copamobi team to generate • At game time, in places with a big screen and lots of commotion,
business opportunities for the 2014 Soccer World Cup, which are it is impossible to talk on a cell phone. In these situations, sports fans
currently in the process of implementation. usually use text messaging to communicate with friends and family.
subject: Sports Experience
source: Exploratory Research
Some examples of insights from the Copamobi Project: ­­

• Tourists believe that unexpected and unscheduled events on a trip • A lot of fans find themselves looking for something to do after
are what make it special. a game is over. It is quite common to seek out activities such as
subject: Tourist Experience samba dance sessions, gatherings in bars and so on.
SOURCE: In-Depth Interviews subject: Sports Experience
source: Exploratory Research

• Many tourists enjoy a chance to immerse themselves in the

culture they are visiting, but have a hard time discovering local • Ticket purchase before game time is often chaotic, with ticket
activities and points of encounter, so they end up stuck making offices all sold out, and the remaining tickets in the hands of scalpers.
traditional visits to tourist sites. subject: Sports Experience
subject: Tourist Experience source: Exploratory Research
source: In-Depth Interviews

Digital media foster situations of distrust and violations of privacy,

• Tourists have varying levels of skill in handling technology, and do chiefly due to the risk of unwanted sharing of personal information.
not always have state-of-the-art devices or know how to use them. subject: Technology
subject: Information Access source: In-Depth Interview
source: Exploratory Research

70 Analysis and Synthesis 71

 • In the case of the World Cup, the fans’ desire to share the best
moments of their soccer matches is forbidden by copyright law.
“FIFA has submitted a request to YouTube to remove all images of
games from their site due to copyright issues.”
subject: Technology
source: http://olhardigital.uol.com.br/produtos/mobilidade/
celulares-verdes-sao-uma-alternativa-para-diminuicao-do-lixo-
eletronico/12136

• According to their users, Facebook and Twitter present a surplus

of unnecessary messages. During the World Cup in South Africa,
more than 75% of the messages on Twitter were uninteresting
or unnecessary.
subject: Technology
source: http://www.esquire.com/the-side/feature/world­cuptweets-
062110?src=rss

• Internet users believe that information in the digital world has

a credibility problem.
subject: Behavior
source: Exploratory research

72 Analysis and Synthesis 73

 Case — Identifying areas of opportunity
for monitoring chronic patients

With a view towards developing innovative alternatives for

monitoring chronic patients, the Affinity Diagram was used to
analyze the Insight Cards generated during the research. This
process made it possible to identify connections between subjects
and the listing of nine areas of opportunity for the project:

• Habits/behavior;
• Prevention;
• Doctor-patient relationship
• The healthcare system;
• The family;
• The insurance company;
• Technology;
AFFINITY DIAGRAM • Treatment;
• The Insurance broker.
WHAT It is organizing and grouping Insight Cards based on affinities,
IS IT? similarities, dependency or proximity, creating a chart containing During the analysis process, eighteen challenges permeating the
the macro areas that mark the boundaries of the subject under areas of opportunity were also identified and subsequently used
consideration, its subdivisions and interdependencies. for Ideation.

WHEN TO When there is a large amount of data coming in from research (desk
USE it? and/or field research), to identify connections among subjects, and
windows of opportunity for the project.

HOW TO After going out into the field, and when Desk Research is finished,
APPLY it? working without any preconceptions, you have obtained a mass of
data with the most significant findings tagged on Insight Cards. They
are arranged on a desk, on the floor or even posted on the wall by
a multidisciplinary team working in a collaborative fashion, so that
no single bias prevails in the analysis. In this process, subjects,
subgroups and criteria are often identified that assist in understanding
the data. The arranging can be redone a number of times by different
groups, depending on the complexity of the subject and the volume
of data. The important thing is for each stage to be recorded, and for
the result to help with the understanding of the field data, and with
the creation of tools to be used in Ideation.

74 Analysis
Análise e síntese 75
and Synthesis
CONCEPTUAL MAP Case — Conceptual map for redesigning
the ATM experience
WHAT It is a graphic visualization, built to simplify and organize complex
IS IT? field data at varying levels of depth and abstraction. Its purpose is to In the exercise to redesign the ATM experience, the conceptual
illustrate the links among different items of data, thus allowing new map was used as a debriefing tool, as well as for the analysis of
meanings to be extracted from the information gathered in the initial field and Desk Research. To this end, the following sentence was
stages of the Immersion phase, particularly from the associations tying fashioned: “The bank’s account holders use the ATM to OBTAIN
them together. and/or CONSULT and/or PROVIDE themselves with money,” which
encompassed the universe of the theme being researched. The
WHEN TO During the Immersion phase, to structure the field data, while the sentence was written in such a way as to include the user being
USE it? project’s daily or weekly debriefing is under way, to expedite subsequent, researched (the bank account holder), the product under review
more complex analysis, and also to facilitate the communication of the (the ATM), and the actions performed (obtaining, consulting and/or
data to the team, fostering collaboration throughout the process. providing), to get what is needed (the money).

The essentially graphic representation of the conceptual map makes it The written sentence was posted on a big board throughout
possible to visualize data faster and in a more holistic way, thus rendering the entire project. Thus, whenever someone from the team came
it easier to understand complex information at different levels. Hence, it back from the field with an insight, all they had to do was write
can also be used to communicate the research synthesis, enabling others it on a Post-it note and stick it in a designated space relating it to
to provide elaborations. In addition, the conceptual map can be used as a one of the words. The same thing happened with the findings
basis for generating ideas. from Desk Research.

HOW TO The process begins with participants choosing words that are part of Since the display of the sentence was clear and simple,
APPLY it? the core universe of the research. Then a mother-sentence is fashioned emphasizing the supporting findings and insights, it stimulated
that synthesizes the core action and the players involved in the theme. engagement on the part of the team and the client – primarily
This sentence will form the basis for ramifications and elaborations, in moments of debriefing and at collaborative meetings.
based on the data gathered in the Immersion phase, and may be
modified or improved over the course of the process. This stimulus to collaborate through visualization allowed the
structuring and correlation of the data, as well as a definition
of the challenges to be confronted in the project.

76 Analysis
Análise e síntese 77
and Synthesis
USAGE NOTES
WHO USES TO: OBTAIN / CONSULT / PROVIDE
IN-DEPTH INTERVIEWS BANK ACCOUNT
ATMS MONEY
HOLDERS

WHAT IS IT?
HOW TO GET? HOW TO CONSULT? HOW IS IT PROVIDED?

Drive‐ThrU BanK ATM FUNCTIONALITIES FUNCTIONALITIES

WHAT IS
UNSATISFYING? WITHDRAWAl LOAN CONSULTATIONS DEPOSITS PAYMENTS
CONNECTION BETWEEN
What does the client DIGITAL INTERFACE WHAT IS IT CREDIT CREDIT CARD DEPOSIT SLIPS
ACCOUNT HOLDER AND BANK TRANSFERS CONSORTIUM
MADE OF?
consider unsatisfying CHECK BUY PRE-PAID rETIREMENT SAVINGS SAVINGS
WITHOUT HUMAN CONTACT
when using the ATM’s PHONE CREDITS
CAPITALIZATION INSURANCES
digital interface? WHAT IS
SATISFYING? INVESTMENTS
WHAT IS WHAT IS UNLOCKING OPERATIONS
OBTAINED? OBTAINED?
WHAT IS SPECIAL OFFERS AND
What does the client UNSATISFYING? PHYSICAL PROGRAMS
CASH cheCK
like about the ATM’s OBJECT INTERFACE AND DIGITAL
carD serviCES
digital interface? ACCOUNT
WHAT IS STATEMENTS
SATISFYING?
What does the client
consider unsatisfying
What does the client when using the ATM? INSIGHTS observations
find satisfying when
using the ATM?

INSIGHTS

WHAT IS SATISFYING?
AREA FOR INTERFACE
What does the client find
observations
unsatisfying when in the
INSIGHTS ATM interface area?
WHAT IS
INSIGHTS
UNSATISFYING?

What does the client

consider disagreeable
INSIGHTS about the space where
the ATMs are located?
observations
observations
INSIGHTS INSIGHTS

observations

observations observations

78 Analysis and Synthesis 79

GUIDING CRITERIA
WHAT These are the guidelines for the project that serve as demarcations,
are underscoring aspects that must be kept in view over the course of all
they? phases of solution development. They arise from an analysis of the data
gathered, from the predetermined scope of the project and the direction
suggested by the client. They serve as a basis for determining the
boundaries of the project and its true purpose.

WHEN The guiding criteria should always be present during the development
TO USE of a project because they offer parameters and guide solutions, giving
them? evidence of its adjustment to a scope that must be respected.

HOW TO The guiding criteria emerge from the systematic assimilation of data
APPLY in the Immersion stage, during the drawing up of an Affinity Diagram
THEM? or Conceptual Map, for example. It is thus assured that no relevant
issues will be neglected, and that the solutions generated will not
stray from the focus of the demand.

Case — Criteria for new offers for IT Outsourcing

During work performed for a technology company seeking to

identify new service offers in the outsourcing area, Desk Research
and In-Depth Interviews were performed with Information Technology
executives. After systematically arranging the data gathered on Insight
cards, the cards were broken down into groups through the Affinity
Diagram process, and during this process the criteria to guide the
team emerged:

• To establish an undisputed position of prominence among

competitors;
• To communicate the company’s commitment to innovation;
• To vigorously apply the cost-benefit ratio;
• To pursue customer loyalty, in a bid for repeat business;
• To stress enhancement of the value of the human factor
as a key element in team formation.

80 Analysis and Synthesis 81

 Case — Extreme profiles of chronic patients
Personas
By developing innovative methods for monitoring chronic
WHAT Personas are archetypes, fictional characters conceived from a patients, the Exploratory Research and In-Depth Immersion data
are synthesis of observed behavior among consumers with extreme made it possible to identify six positive and six negative features,
they? profiles. They represent motivations, desires, expectations and forming six behavioral axes:
needs, bringing together the significant functionalities of a more
comprehensive group. Independent / Dependent Technological / Non-technological
Is the patient dependent on other Does the patient use technological
WHEN They can be used at several different stages of the process, since they people to take medicine, schedule equipment? Does he or she accept
TO USE serve the purpose of aligning user information with everyone involved, doctor’s appointments and take care the assistance of technology as part
them? but they are especially useful for generating and validating ideas. For of his/her health? of treatment?
example, the needs of personæ can be explored in the Ideation phase
for generating innovative solutions that will meet their demands. After Disease denial / Seeks information /
that, the same ideas can be assessed in terms of the personæ in order Disease acceptance Does not seek information
to select the most promising possibilities. Rogério How does the patient deal with Does the patient seek more information
Jovem preguiçoso e desinformado.
the situation? Does he or she about his/her disease and its treatment?
They help in the design process by directing solutions towards users, accept it or deny it?
Rogério é estudante de hotelaria, tem 24 anos e foi INDEPENDENTE
shaping the view of information and thus supporting decision-making. diagnosticado hipertenso aos 18. A obesidade, segundo
a família, é a causa da doença, que até o momento se
Relates to doctor as a professional
RELAÇÃO MÉDICO NEGAÇÃO
/
PROFISSIONAL DA DOENÇA
Disruptive / Sensible
manifestou apenas através de ocasionais dores de
cabeça. O pai do estudante, também hipertenso, infartou
Relates to doctor as a person
HOW TO Based on data from the field, different polarities of user characteristics Does the patient take his/her
aos 46 anos, mas nem por isso passou a se preocupar
com o peso e a alimentação. Em sua casa, Rogério Does the patient relate to the doctor
PROCURA
in
DESREGRADO
APPLY are identified. They may range from demographic features, such as aprendeu que só se recorre a profissionais de saúde em
medicine at the right time? Does
último dos casos: “Pô, se meu pai que sofre do coração e
INFORMAÇÕES
an emotional or rational way? Does he
tem mais do que o dobro da minha idade não vai ao
Them? gender, age group and social class, to behavior profiles (for instance,
Rogério
the patient exercise? Does he or
médico, por que eu iria? Quando tenho algum sintoma, or she establish any kind of bond with
tomo o remédio e pronto. Pra mim, ser hipertenso é ter
if the individual is independent with regard to health, or if he or she Jovem preguiçoso e desinformado. she go to the doctor regularly?
que tomar um comprimido quando tenho dor de cabeça. the doctor?
TECNOLÓGICO NÃO
TECNOLÓGICO
De resto, vida normal”.
depends on family members to manage his/her illnesses). After
Rogério é estudante de hotelaria, tem 24 anos e foi independent
Rogério quase nunca mede a pressão, mas talvez se
INDEPENDENTE
identifying all polarities, the characters are assembled combining diagnosticado hipertenso aos 18. A obesidade, segundo
a família, é a causa da doença, que até o momento se
houvesse
RELATES uma
TO DOCTOR
RELAÇÃO maneira menos “trabalhosa” e mais
MÉDICO Disease denial
NEGAÇÃO
AStecnológica de monitorar a hipertensão ou de estar
A PROFESSIONAL
PROFISSIONAL REGRADO NÃO PROCURA
DA DOENÇA
these features and using the profiles identified in the field as reference manifestou apenas através de ocasionais dores de
cabeça. O pai do estudante, também hipertenso, infartou em contato com os médicos, atenderia a sua limitada
INFORMAÇÕES

aos 46 anos, mas nem por isso passou a se preocupar capacidade de dedicação à doença. Enquanto isso não
points. Thus, a group of personæ is created with significantly different com o peso e a alimentação. Em sua casa, Rogério se tornar possível, não existem razões evidentes para
Seeks
PROCURA
DISRUPTIVE
DESREGRADO
aprendeu que só se recorre a profissionais de saúde em dispensar atenção a nada além da faculdade e a
INFORMAÇÕES
information ACEITAÇÃO RELAÇÃO MÉDICO
characteristics representing extreme profiles of users of the product or último dos casos: “Pô, se meu pai que sofre do coração e variedade das guloseimas que consome aos finais de DA DOENÇA PESSOAL
tem mais do que o dobro da minha idade não vai ao semana, enquanto assiste TV. DEPENDENTE
service being analyzed. Finally, a name is assigned and stories and needs médico, por que eu iria? Quando tenho algum sintoma,
tomo o remédio e pronto. Pra mim, ser hipertenso é ter
NÃO
Non-technological
que tomar um comprimido quando tenho dor de cabeça.
are created to help in the “personification of this archetype.”
TECNOLÓGICO
Technological TECNOLÓGICO
De resto, vida normal”.

Rogério quase nunca mede a pressão, mas talvez se “Pô, se meu pai que sofre do coração e tem mais do
houvesse uma maneira menos “trabalhosa” e mais
tecnológica de monitorar a hipertensão ou de estar que o dobro da minha idade não vai ao médico, por
REGRADO NÃO PROCURA
SENSIBLE Does nOt seek
INFORMAÇÕES
em contato com os médicos, atenderia a sua limitada que eu iria? Quando tenho algum sintoma, tomo oinformation
capacidade de dedicação à doença. Enquanto isso não
se tornar possível, não existem razões evidentes para remédio e pronto. Pra mim, ser hipertenso é ter que
dispensar atenção a nada além da faculdade e a tomar umDisease
comprimido quando tenho dorRELAÇÃO
ACEITAÇÃO de cabeça.
MÉDICO
DA DOENÇA Personal Doctor
variedade das guloseimas que consome aos finais de De resto, vida normal”
acceptance PESSOAL
Relationship ALIMENTAÇÃO
food ATIVIDADE
Physical FÍSICA
activity MEDICAMENTO
Remedy
semana, enquanto assiste TV. DEPENDENTE
dependent

“Pô, se meu pai que sofre do coração e tem mais do Beyond these polarities, the way chronic patients deal with the
que o dobro da minha idade não vai ao médico, por
que eu iria? Quando tenho algum sintoma, tomo o three pillars of treatment – food, physical activity and medication –
remédio e pronto. Pra mim, ser hipertenso é ter que
tomar um comprimido quando tenho dor de cabeça.
was observed.
De resto, vida normal” ALIMENTAÇÃO ATIVIDADE FÍSICA MEDICAMENTO

82 Analysis and Synthesis 83

 EMPATHY MAP
From the understanding of these patterns, five Personæ were
created to facilitate coming up with solutions and assessing them. WHAT It is a tool for the synthesis of information on the client through
One example is Rogério, a lazy and uninformed young man. He is IS IT? visualization of what he says, does, thinks and feels. This makes it
a student of hotel management, 24 years old, and was diagnosed possible to organize the data of the Immersion phase in such a way
with hypertension when he was 18. According to his family, obesity as to provide an understanding of situations arising from the context,
is the cause of the disease, which has so far only manifested itself behavior, concerns and even the aspirations of the user (or other
in the form of occasional headaches. His father, who also suffers agents subject to examination).
from hypertension, had a heart attack at the age of 46, but not even
this could get him to be concerned about his weight and diet. At WHEN TO When there is a lot of information from the field and a need to organize
home, Rogério has learned that one should only seek a doctor as a USE it? it to generate a better understanding of the target audience in order to
last resort: “Look, if my dad, who has a heart condition and is twice develop greater empathy.
my age, doesn’t go to the doctor, why should I? When symptoms
appear, I take some medicine and that’s that. For me, suffering from HOW TO A diagram should be created, broken down into six areas whose center
hypertension means having to take a pill when I get a headache. APPLY it? provides a characterization of the client under review (name, personal
Apart from that, everything is normal.” characteristics, income, etc.). Each area of the diagram is filled in with
the following questions about the client:
Rogério seldom takes his blood pressure, but perhaps if there were
a less “laborious” and more high-tech way to monitor his blood 1. “What is the client seeing?” Description of what the client sees in
pressure and stay in touch with the doctor, it would suit his limited his/her environment
capacity to take care of his illness. Until then, there is no particular 2. “What is the client hearing?” Description of how the environment
reason to let anything distract him from college life and the vast array influences the client;
of junk food he consumes on weekends while watching TV. 3. “What is the client actually thinking and feeling?” Exercise geared
towards understanding how the client’s mind works;
4. “What is the client saying and doing?” Exercise geared towards
understanding how the client behaves in public and what he
is thinking;
5. “What difficulties is the client facing?” Description of the
obstacles noticed by the client during his experience.
6. “What are the client’s achievements?” Description of positive
and promising attributes of the client.

The empathy map provides a basis for identifying the needs of the
client and opportunities for the project, and it can be used as raw
material in the Ideation phase.

84 Analysis and Synthesis 85

 Case — Wanderley, typical electric utility customer USER’S JOURNEY
In a project developed for a utility company to improve the way WHAT It is a graphic representation of the stages of the client’s relationship
the company offered financial products, the team visited ten IS IT? with a product or service that describes the key steps taken before,
cities where the company had outlets to get to know their users’ during and after purchase and use.
different profiles.
WHEN TO When it is necessary to understand the cycle of the client’s relationship
Although they lived in separate realities, they realized that the clients USE it? with the company, starting from the decision to buy the product or
from different regions had very similar values and problems as far service, to its disposal or the making of a new purchase. By mapping
as service delivery was concerned. On the basis of this observation, these stages it is possible to analyze the client’s expectations at all
it was concluded that it would be possible to synthesize the times, to create better ways to satisfy them, and surprise the client.
consumers’ characteristics into one persona, Wanderley. With the
aim of summing up a substantial portion of findings from the field HOW TO The itinerary can be used together with Personæ to explore how each
to facilitate visualization of the many features of this “standard APPLY it? one relates to each moment of the life cycle of the product or service
customer,” the Empathy Map was developed. Not only did it being analyzed, in order to create innovative solutions for different
show Wanderley’s way of speaking, hearing, seeing and thinking points of contact in relation to each different profile. An idea generated
in terms of his life, but also in terms of his relationship with the for a particular Persona and a particular point of contact may turn out
utility company. to be of interest to other groups of people as well, even though it only
arose in the first place because the team was focusing on the needs of
In addition to becoming a key research tool for showing the a particular group at a particular moment.
client company how its clients think and act, it was essential
to understanding use behavior with respect to the company. One
interesting example that actually had an impact on ideation, had to
do with the perception of hierarchy: it was found that the customer Case — Journey to purchase a savings bond
showed more respect when employees were well dressed and
spoke more assertively – behavior that was also identified in When looking into the possibility of selling railway bonds, analysis
his work environment and interaction with his neighbors. of the Insight Cards prompted us to arrange them into categories,
defined by subject affinity and presented in terms of the User’s
Itinerary. This represented the stages inherent in the purchasing
project as a whole – as seen by the user, from first contact with
the product to repeat purchases.

Find out about Notice of Purchase Keep ticket Check Return:

product offer product result 1. Operation
2. New ticket

Notice of offer Signing on Perception of return:

repeatability

86 Analysis and Synthesis 87

 At the end of the analysis and content synthesis generated in the Blueprint
Immersion phase, an Ideation process was initiated, which took
up two sessions. The first was with the project team alone, and WHAT It is a matrix that visually represents in a schematic and straightforward
the second, with input from the staff of the client company. On IS IT? fashion the complex system of interactions whereby services are
both occasions, those present were stimulated to think about provided. In this representation, the different service contact points
the journey of each one of the eight personæ created and to are mapped, that is, the visible and/or physical elements with which
come up with ideas for contact points for selling the product in the client interacts. These encompass both the client’s actions, as
the context of the project. For example, participants asked how well as all interaction with the company, from visible operations
the Sympathetic Cleaning Lady would find out about the product. to background processes.
How would she be persuaded by the offer? How would she make
the purchase, and how and where would she keep the ticket? WHEN TO When you wish to observe the service from all sides, in order to
Would she check the result? If so, what form would the return USE it? pinpoint areas for improvement and new opportunities. The Blueprint
take, whether receiving a premium or buying a new ticket. These describes the physical evidence, the different players, their actions and
dynamics give rise to all kinds of ideas presented as an interaction interdependencies over the course of the journey, making it possible
of narratives, of each Persona dealing with the product. to catch flaws and unnecessary overlap, thus facilitating strategic and
tactical innovations.

HOW TO First, it is necessary to define the stages of the journey of engagement

APPLY it? with the service to set up the columns of the matrix. Next, the lines
are to be filled in by: 1) the physical evidence surrounding the client;
2) the clients’ actions when using the service; 3) the visible actions
of employees when providing the service; 4) the invisible actions
of employees/sub-contractors, which comprise an integral part of
the service but are not perceptible to the client; and 5) the line of
acceptance to indicate client perception and the level of stress and
satisfaction with the service provided at each stage of the journey.
When analyzing matrix columns, the experience and actions of the
different players become intelligible. At the same time, the horizontal
reading makes it possible to understand the composition of the various
elements in the service process.

88 Analysis and Synthesis 89

 Case — Blueprint of Call Center answering service

To improve service at an insurance company’s call center, research

was conducted on the department’s operating structures, including
its interactions with other departments, operator training and work
routines, among other things. In addition, shadow observations
were made of service provided to clients.

For a clear analysis of the situations mapped in this last item,

a Blueprint must be devised of elements ranging from service
responses to claims being filed – in the present instance, a vehicle
incident report. Accordingly, an itinerary was plotted representing
the stages the user passes through prior to and during the use
of this service. At each key step, a description was given of the
physical evidence at that moment, actions of the players involved
(users, employees and background team), possible barriers to
interaction among them and the client’s perception at each
moment in the journey.

By mingling these variables it became possible to spot the

exact points where the client could be negatively impacted by
an employee action and/or by a possible back office malfunction.
The tool also allowed for visualization of obstacles that hindered
the interaction, as well as moments when the service tends to
be more stressful. Mapping such points was essential to
revealing opportunities for action to the insurance company, To learn more about
turning bottlenecks into occasions for positive intervention. these tools go to:

http://www.livrodesignthinking.com.br/analysis

90 Analysis and Synthesis 91

 touchpoints
PROBLEM CONTACT WITH standby TIME ANSWERING ANSWERING ANSWERING ANSWERING ANSWERING CONCLUDING
IDENTIFICATION/ CALL CENTER service: SERVICE: SERVICE: SERVICE: SERVICE: THE SERVICE
MOMENT OF CALL 1ST IDENTIFICATION 2ND IDENTIFICATION 3RD DETAILS OF 4TH Providing data 5TH Report of
of user OF USER PROBLEM USER SITUATION for claim report what happened
CLIENT X CALL CENTER interaction

PHYSICAL Accident Transfer number. Observation Tone of voice. Tone of voice Tone of voice Tone of voice Tone of voice Tone of voice
EVIDENCE (Car crash). of accident. Taxpayer ID
number.

USER’s ACTIONS Seek information IInteract with Wait for State name, Summarize what Report how Provide name, Report what Listen to
on what to do. automated service taxpayer ID happened user feels. taxpayer ID number, happened in next step.
answering service number and date of birth, zip code, detail.
Get in touch with Provide number contact number,
call center. (ARU). phone number. of a relative. work number,
Choice of matter to marital status, car,
be discussed. license plate and date
of insurance issue.
Wait.

OBSTACLES FOR Unable to get number. Call disconnection. Transferring System crash. System crash. System crash. System crash. System crash. System crash.
INTERACTION Busy signal. Pressing wrong call to wrong User doesn’t Call service Call service Call service Call service Call service
number for call department. know taxpayer assistant can’t assistant can’t assistant can’t assistant can’t assistant can’t
No access to a phone. hear user.
transfer. ID number. hear user. hear user. hear user. hear user.
Call gets
Difficulty in Call disconnects. Call gets Call gets Call gets disconnected. Call gets
understanding what disconnected. disconnected. disconnected. disconnected.
User does not
ARU is saying. provide the
Bureaucracy.
appropriate
information.

EMPLOYEES’ Answer phone Write down Write down what Write down Write down Add report Add report
ACTIONS information happened. family contact information to document. to document.
in a support information.
system.

BACK Office State reasons Transfer call Provide Provide Provide Provide Provide Ask if there
operATIONS for call. to call service supporting registration registration registration document for are any
State services. assistant documents document. document. document. data registration. questions.
(stopwatch). Thank user
Transfer to call
service assistant. Duration of call. for calling.
Forward
incident
for analysis.

STRESS METER Impatience. Impatience. Impatience. Impatience. Impatience. Impatience. Impatience. Impatience. Relief.
Distress. Attention. Distress. Distress Distress. Distress. Distress. Distress.
Attention. Attention. Attention. Attention.
Attention.
 Andorinha João
62 years old | married | doorman | lives in Nova Iguaçu

Project João has worked as a door man in an apartment building in Copacabana for the
past 30 years, since he moved from Maranhão to Rio de Janeiro with his wife.
Although his income doesn’t allow him to spend much money beyond paying
the bills, whenever he can, he saves up to go back to his hometown and visit his

An experience way family. He likes to travel by bus because he finds it a pleasant trip, even though


it uses up six of his vacation days.

beyond an airplane Recently when his mother died, João had to get to Maranhão in a hurry. So he
set aside his fear of flying and accepted help from the building manager to buy
a plane ticket over the Internet.
ANALYSIS AND SYNTHESIS
Over the course of the Immersion phase, we collected data of ANXIETY TRANQUILITY
various kinds. The information was then analyzed at collaborative
meetings, leading to an arrangement and synthesis of the data using CONSERVATIVE INNOVATIVE
certain analytical tools. As a result, we arrived at archetypes of the SHORT DISTANCE LONG DISTANCE
persons involved (Personas) – and a Traveler’s Itinerary, later used in
HAS TIME HAS NO TIME
the Ideation phase.
TRAVELS ALONE TRAVELS WITH
FAMILY
personas HAS INTERNET HAS NO INTERNET
ACCESS ACCESS

Based on Exploratory Field Research and interviews, we identified

certain behavioral axes with respect to the perception and use
of airlines, and examined the passenger’s relationship to family,
money and travel. The positioning of each interviewee along these
axes allowed for the identification of behavior patterns, resulting Mônica
in the creation of the following Personas: 35 YEARS OLD | MARRIED | SecretARY | LIVES IN Vila da Penha

Mônica works as a secretary for a law firm in downtown Rio. With her long
hours, she has little time with her family, so when she goes on vacation she
makes a point of spending time with all of them in the Lake District north of
Rio. Although she would like to get to know Maceió, she has never considered

94 Andorinha Project - An experience way beyond the airplane 95

 long-distance travel, since the cost of airfares would be a big expense. A friend recommended a website where Felipe is planning to buy
For travel by bus, her mother, who is always by her side, and her his ticket using the credit card he recently acquired, paying in ten
youngest son, both ride for free, which adds up to substantial interest-free installments.
savings.of travelling so far as air tickets would make the trip a lot
more expensive. In bus journeys, her mother – always present –
and her youngest son don’t pay the fare, which is a great economy.

ANXIETY TRANQUILITY

CONSERVATIVE INNOVATIVE

SHORT DISTANCE LONG DISTANCE ANXIETY TRANQUILITY

HAS TIME HAS NO TIME CONSERVATIVE INNOVATIVE

TRAVELS ALONE TRAVELS WITH FAMILY SHORT DISTANCE LONG DISTANCE

HAS INTERNET HAS NO INTERNET HAS TIME HAS NO TIME

ACCESS ACCESS
TRAVELS ALONE TRAVELS WITH FAMILY

HAS INTERNET HAS NO INTERNET

ACCESS ACCESS

Felipe
20 YEARS OLD | sINGLE | COMPUTER TECHNICIAN | LIVES IN
Pavuna
TRAVELER’S JOURNEY
Felipe lives with his parents, and recently started to work as a
computer technician at a security company in São Cristovão. It is During the analysis of the information obtained by research, we
his first job. Although the pay is low, it allows him to satisfy small have observed some key stages inherent to the process of air
ambitions, such as buying a Smartphone with an MP3 player, or travel. Based on this, we have illustrated the Traveler’s Itinerary
sneakers with shock absorbers. using infographics, from the moment before the actual trip, in the
planning stage, up until the moment of departure at the airport.
He has never left the state of Rio de Janeiro, and the farthest he
has traveled is to Resende, where his girlfriend lives, although he In the Itinerary, at each of its stages, we have also arranged the
is planning to go to Salvador on the holidays to visit his godmother. challenges to be considered during the Ideation phase.
Because time is short, he has decided to fly.

96 Andorinha Project - An experience way beyond the airplane 97

 PLANNING
Preparing Going to
Plane Ticket Luggage documents the airport

How to arrange How to facilitate

How can this be
How to answer transporting How can access to
done remotely? How to explain documents be
first-time flyers’ luggage of big neighborhoods and
ive an
questions? How can traveler families? How to g which important organized in a cities far from the
n of
s impressio documents practical way
find out ticket pr ncy and ? airport?
ices
without using th transpare passengers should
e when
security take with them? AT THE AIRPORT
internet? ing it?
transport

Boarding Waiting Check-in Location

How to keep How to explain the

How to entertain
first-time flyers saying How to indicate the order
passengers and How can check-in concept to
from losing their be of steps prior to boarding,
their families good-bye first-time flyers?
boarding pass? ate? facilitating passenger
while they wait more priv How to speed up
orientation at the airport?
for the flight? and simplify luggage
check-in?
IN THE PLANE

Boarding
In-flight
the plane

How to make
How to make make How to entertain and inform a
How to passengers feel
it easier to find ers feel passenger who might at some
one’s seat? passeng welcome when
point feel intimidated by the
e on
welcom on board? ake in-flig
ht
board? How to m ib le ?
plane’s formal atmosphere?
ices flex
meal cho

 Ground
Transportation
Luggage

DEPLANING
How to arrange How to easily
How to facilitate access
transport for identify bags
to neighborhoods on
luggage of big baggage claim
and cities far from
families? conveyor belt?
the airport?

98 Andorinha Project - An experience way beyond the airplane 99

 Ideation
The purpose of this phase
is to generate innovative
ideas for the project
theme. To do this, the
tools for synthesis created
in the analysis phase
are used to stimulate
creativity and generate
solutions that are in tune
with the context of the
subject in question.
100 101
 Ideation Brainstorming
WHAT Brainstorming is a technique to stimulate the generation of a large
IS IT? number of ideas in a short time. Usually done in groups, it is a creative
process driven by a moderator, who is responsible for putting the
In addition to tools, it is important to have different kinds of people participants at ease and encouraging creativity without allowing the
involved in the process of generating ideas, and accordingly, this group to lose its focus.
usually includes the people who will be “served” by the solutions
in their capacity as experts on their own experience. Thus, in WHEN TO When a large volume of ideas is required. In the process of Ideation,
addition to the multidisciplinary project team, other members USE it? Brainstorming provides a rich approach to generating ideas about
are selected, such as users and professionals in fields that are important issues that have emerged during the Immersion and
pertinent to the subject under study, usually through Co-creation Analysis phases.
Workshops. The purpose of bringing together such varied
expertise is to contribute varied perspectives to make the final HOW TO Because it is a technique widely used for a variety of purposes
result richer and more compelling. APPLY it? and activities, many meetings are erroneously characterized as
“Brainstorming,” simply because their final goal is to generate ideas.
The ideation phase usually starts with the project team conducting
brainstorming sessions (one of the most common techniques for However, in order for Brainstorming to be directed and focused
generating ideas) regarding the theme to be explored, using the on creative solutions for identified opportunities, raw field data
tools as a foundation. Then, at least one co-creation sessions is and/ Personæ can be used to stimulate the team. Moreover, for a
set up with users or the staff of the client company, depending on Brainstorming session to be successful, some precepts must be
the needs of the project. The ideas generated during this process observed:
are captured in Idea Menus, which are constantly validated at
meetings with the client, using, for example, a Decision Matrix or
Prototyping Matrix (see the next phase). Quality through quantity

The quality and vigor of the ideas generated are attained through
quantity. The greater the amount of ideas generated by the team, the
greater the chance of producing an innovative and functional solution.

Refrain from judging ideas

Criticism should not hinder the creative process and the generation of
bold ideas. The focus should be on producing and embellishing ideas,
postponing evaluation to a later time.

102 Ideation 103

 Bold ideas are welcomed

New ideas and different angles on the same idea can

generate innovative solutions. Therefore, it is best to
contribute bold perspectives, without letting one’s critical
sense derail the discussion and the development of the idea.

Combining and embellishing ideas

Brainstorming should be a 100% collaborative process.

Ideas can be combined, adapted, transformed and split into
many others by any member of the team.

CASE — Ideas for a charming Help Desk

IIn order to enhance the quality of the Help Desk at a retail company,
the aim was to create a delightful experience for employees using
the service. To this end, two researchers spent a day in shadowing
activities, capturing insights about opportunities for process
improvement. A few days later, they returned to the Help Desk room
and divided the employees into two groups of five to take part in a And the ideas generated had to do with:
brainstorming session. Each team received six of the insights created
previously on a related challenge, and was instructed to generate as Creating an “E-mail Day”: in a contest, the company’s
many ideas as possible for solutions. employees would be encouraged to clean out their inboxes,
reducing the volume of messages stored on the server.

The insights had to do with matters such as: Offering lectures on security, awareness and the need
to save e-mails.
The relationship between company employees and the sub-
contracted Help Desk staff, the appreciation of a team at another Developing a field on the intranet for tips and video tutorials
company, the quality and responsiveness of Help Desk staff and with solutions to the most simple and common problems.
the red tape involved in the process.

104 Ideation 105

 Case — Brainstorming index CO-CREATION WORKSHOP
Brainstorming sessions can be more productive when sparked by WHAT It is a meeting organized in the form of a series of group activities
pictures, objects or inspiring videos. Based on these inputs, which IS IT? aimed at stimulating creativity and collaboration, fostering the creation
can be toys, photos culled at random from magazines or any other of innovative solutions. Usually the people invited to take part have
item that triggers creative associations, a multidisciplinary trained a direct or indirect involvement with the solutions being developed.
team can generate associations relevant to the question posed, For instance: the end user, the company staff members requesting
giving birth to unconventional ideas. the project, and the team that acts as a facilitator of the dynamic.

During a project on making innovative changes in ATMs, WHEN TO When there is a large amount of data that can best be dealt with by an
the team established during the Immersion that self-service USE IT? extended team, or when it is necessary to add knowledge from different
banking terminals are objects with which people do not make specialists involved in a project. It is very useful for moments of gridlock
emotional connections. Therefore, for a brainstorming session, when new insights about ideas are needed. It can also be used to
pictures, videos and objects belonging to the user’s emotional validate the ideas of a team that is not necessarily involved in the project
universe were selected as stimuli. In this way, the team was on a day-to-day basis, but can contribute significantly to its progress on
able to generate ideas for an ATM that would evoke an that particular occasion.
emotional response from users.
HOW TO In a creative work session where participants are invited to interact by
APPLY it? generating ideas collaboratively. It seeks to develop dynamic activities
of short duration for small groups, interspersed with presentations of the
ideas generated and snack breaks. Generally, sessions are started with
a simple and fast task, not necessarily related to the project, whose goal
is to help break the ice and dispel shyness among participants, who are
often meeting for the first time. Since each project has its own intrinsic
nature and particular needs, it is up to the organizers to think of stimulating
activities that will help to expedite collaboration.

Co-creation refers to any act of collective creativity (shared by two or more people).

Creativity: All people are creative. Yet this gift is generally not cultivated in everyday
life, with the result that many people do not consider themselves creative at all.
People generally have an innate source of creativity, especially in connection with
their hobbies, work and children. When properly sensitized, everyone can help
develop innovative solutions!

106 Ideation 107

 Case — Workshop in game format

In seeking to develop innovative solutions for making sales of

insurance via SMS, the co-creation session was transformed into
a game to stir up ideas. Before starting, however, we were invited
to an introductory activity to get us to reflect on our values and
notions of life. Each of us received a short form with sentences on it
(such as, “when I need help I turn to ...” or “what I value in life is...”)
to be filled in according to our personal experience, within a given time
limit. This exercise allowed us to reflect on the values that came up
during the Immersion, and became food for thought to help us work
out innovative solutions for the project under consideration.

Next, there was an introduction to the main findings of the Immersion

to provide fuel for the ideation exercises. Fully immersed by now in
the user contexts, we were taught to play the game developed for
the occasion: using the raw materials from the Immersion phase, we
mapped out the game’s five different stages, each representing one
part of the customer’s journey to purchase insurance (advertising,
offering, acquisition, duration, customer loyalty).

108 Ideation 109

 A large board was then set up in the room and the players - MENU OF IDEAS
divided into groups - received a new letter as we entered each
new phase. Each letter presented a description of a challenge WHAT A catalog displaying a synthesis of all the ideas generated for the
and a player associated with the context, and we were supposed IS IT? project. It may include comments on the ideas, possible elaborations
to use them as guidelines for the projected solutions. The goal and business opportunities.
of each group was to generate as many solutions as possible
for each challenge. Whoever came up with the most ideas WHEN TO At collaborative meetings, project presentations and co-creation
would be the winner. USE it? workshops when it is necessary to make tangible the volume of ideas
generated, thus allowing better visualization for the decision-making
The idea of including a game in the co-creation workshop process. It also serves to document the partial results of the project.
awakened a lively interest in the activity, which resulted in a higher
yield of ideas for each stage. No matter how tired we became as HOW TO The idea is to list the ideas generated during the project and organize
time wore on, our output did not falter, as the competition grew APPLY it? them in the form of a restaurant menu, or a deck of cards. The end
increasingly intense. By the time the game was over, more than result can be digital or hard copy. Remember that each element may
40 ideas from the insurance experts were selected to serve as contain blank spaces to allow for comments, and also blank sections
a starting point for the next phase of the project. for writing down any new ideas or solutions that may arise.

Case — Menu of ideas for monitoring chronic patients

In this project, from the Analysis phase to Ideation, we came

up with a great many ideas to provide a basis for working out
concrete solutions for chronic patients, doctors, policyholders (the
companies contracting the insurance) and the insurer (the project
contractor). These were used to create a Menu with a total of 66
ideas broken down into separate cards.

In the Menu of Ideas, each card was created taking into account
the stage of the chronic patient and the actors involved in the
proposed solution. The stage can be thought of as the moment at
which the insured party finds himself in the progress of his illness,
that is, prevention, diagnosis or treatment. On the other hand, the
actors involved are the policyholder, who contracts coverage

110 Ideation 111

 from the insurer, the insurer, and the physician participating in the decision matrix
treatment of the chronic patient.
WHAT It is a tool for strategic analysis of the ideas generated, used to
Over the course of the project, it was possible to combine one or IS IT? validate them in terms of the Guiding Criteria and the needs of
more idea cards to come up with solutions or complex services the personas created for the project. The purpose of this feature
that could settle matters in a more robust fashion. is to support the decision making process, based on effective
communication of the benefits and challenges of each solution,
The material could also be used by the insurer to help solve a so that the most strategic ideas are selected for prototyping.
variety of problems inherent to the project of monitoring chronic
patients, and could also provide inspiration for future projects to WHEN TO At meetings of the project team with clients, to serve as support
create new products and services. USE it? material for the evaluation of ideas and determining next steps.

HOW TO The ideas generated in the project are listed and may be grouped
APPLY it? by similarity or, with very large volumes, an arrangement may be
worked out in advance. Then, the Guiding Criteria and/or the Personas
created over the course of the project are combined to form a matrix
that is filled collaboratively, with an evaluation of how each idea meets
each requirement.

112 Ideation 113

 Case — Selecting ideas for selling Case — Analyzing ideas for ATM innovation
insurance via cell phone
Over the course of a project to innovate ATM’s based on the
In the context of creating ways to sell micro-insurance via cell analysis of the Desk Research, as well as In-Depth Research,
phone, the six final ideas, refined after the co-creation workshop extensive opportunities were found to incite the generation of
with the client’s staff members, were combined with the Guiding ideas. Accordingly, the need arose to perform an analysis to
Criteria, creating a score for adherence to scope and Personæ. It identify certain criteria for evaluation, which are as follows:
was then possible to evaluate the acceptance of the client by the
target audience for the service, which in turn helped with decision 1. The area of opportunity to which the idea belonged, for instance:
making on the most appropriate ideas to be implemented. education, gamerization and customization, to name a few;
2. The type of interface (spatial, object or digital) through which
the idea is introduced;
GUIDING
CRITERIA idea 1 idea 2 idea 3 idea 4 idea 5 idea 6 3. The incidence level of the subject idea in stories collected
from field surveys, in other words, its adherence to the context
CRITeRIon 1 of the user.
4. At what level of innovation should the idea be classified,
CRITeRIon 2 in terms of the market.

CRITeRIon 3 These criteria were placed in the rows of a matrix and combined
with ideas so they could be evaluated. The result was used as
CRITeRIon 4 the basis for formulation of recommendations to guide their
implementation. Among the ideas recommended, moreover,
CRITeRIon 5
some were classified as candidates for prioritized implementation,
because the potential return they would yield for the bank was
CRITeRIon 6
clearly discerned in various respects, particularly that of achieving
major market exposure due to their level of innovation.
CRITeRIon 7

8,0 8,0 9,5 11 4,0 7,5

Return x Innovation Matrix

Based on an analysis of all the ideas generated, the ones that were most
highly recommended were inserted into a second matrix, constructed
along the following axes: level of innovation and level of return.

The horizontal axis, ‘level of innovation,’ was created from indicators

identified over the course of the project:

• The “essentials” were the functionalities that are already offered

by competitors, or that fit in closely with trends that are very much
in evidence according to market analysis.

114 Ideation 115

 • The rating “desirable,” in turn, was applied to ideas that had
a high level of demand expressed by users in the field research.
• Ideas that follow new trends, from other segments, and that
the market has not yet assimilated were considered “outside the
box” because they are genuine innovations, with great potential to
generate an impact on the bank brand when they are implemented.

In the return level axis, measurements were taken based on the

incidence level of the following return criteria for each idea: “reduces
waiting on line at ATM,” “reduces waiting on line for bank teller,”
“delights the customer” “facilitates use of ATM,” “reduces feelings
of insecurity,” “adds value to the brand,” “reduces complaints,”
“reduces de-bugging costs” and “reduces operating costs.”

The purpose of the matrix, then, was to facilitate visualization of

the recommended ideas, based on the level of return and level of
innovation for each one, to help select ideas for implementation.

NÍVEL RETORNO
RETURN LEVEL
To learn more about
these tools go to:
4
Idea
Ideia17
17
www.livrodesignthinking.com.br/ideation

3
Ideia14
Idea 14 Ideia14
Idea 14
Ideia19
Idea 19 Ideia19
Idea 19
2
Ideia17
Idea 17

1
Ideia14
Idea 14 Ideia
Idea 14
14 Ideia01
Idea 01 Ideia 12
Idea12
Ideia19
Idea 19 Ideia28
Idea 28 Idea
Ideia 31
31

essencial
essential desejável
desirable fora the
outside da caixa
box
GRAU DE INOVAÇÃO
INNOVATION LEVEL

116 Ideação 117

 Andorinha
Project
An experience way


beyond an airplane

IDEATION
At the end of the Analysis and Synthesis of the content compiled
in the Immersion phase, we held Brainstorming meetings to create
possible paths for the project. At three meetings, we generated
an array of alternatives chiefly based on the characteristics of the
personæ, and on the major issues that prevent some travelers
from opting for air travel.

During Ideation, we also relied on the Itinerary of the first-time

traveler, and on the airline’s contact points with the customer.
On the basis of these inputs, we developed the following ideas:

118 Andorinha Project - An experience way beyond the airplane 119

 PLANNING
Preparing Getting to
Plane ticket Luggage documents the airport

Passenger help line, First Trip Pallet:

Document Door-to-door
a direct phone line Kit organization of
SMS Airfare First Trip Folder taxi
with no red tape SMS guide family luggage
Search Kit
to the airport

AT THE AIRPORT

Getting around
Boarding Waiting Check-in the airport

Home Pager/GPS Signs to

Ticket as Farewell
Airline Airport Personalization Luggage saying where Departure
a bracelet Lounge
Lounges tour of Luggage pick-up to go Gates

Augmented
reality showing
where to go
ON THE PLANE
Boarding
In-flight
the plane

Plane window Making

In-flight-meal: with images of passengers
Personalized
greeting at seat cuisine from tourist sites feel more
Video
destination Simplified
for first-time flyer with technical at home
bathroom
information on
signs
how the plane
functions
 Ground
Transportation Luggage

DEPLANING
Pallet:
Door-to-door Baggage
organization of
taxi claim
family luggage

120 Andorinha Project - An experience way beyond the airplane 121

 Prototyping

The function of
Prototyping is to aid in
the validation of the ideas
generated, and although
it is presented as one of
the last phases of Design
Thinking, it can occur
throughout the project
simultaneously with
Immersion and Ideation.
122 123
 Prototyping
Prototyping is the act of making an idea more tangible; the
passage from abstraction to physicality to represent reality –
even if in a simplified fashion - and provide validations. It is
an instrument of learning in two respects: Levels of fidelity

A prototype can be anything ranging from a conceptual or analogous representation

1. From the point of view of the 2. From the user’s point of view
of the solution (low fidelity), to assimilating aspects of the idea, to the construction
team project
of something as close to the final idea as possible (high fidelity).
As you shape an idea, you need By interacting at different
to elaborate its details, increasing contextual levels with the model
the levels of fidelity of the solution created, the user can evaluate it Fidelity
throughout the process; to offer feedback for its evolution
and improvement.

Low Middle High

We learn by doing We learn from the user
Conceptual Representation “Mock-up” of the idea:
representation of aspects of representations as close
analogous to the idea as possible to the idea
Prototypes Tests the idea
(fidelity) (context)

Contextual levels

The test of a prototype may or may not involve users, and may be conducted in a
laboratory, or in the environment where the product or service will be used. The different
combinations of these elements represent the levels of context.

Context
Prototyping
(validation)

Restricted General Partial Total

In a controlled Any user, any Final user or Final user and
environment environment environment final environment

124 Prototyping 125

 1. Why prototype? Prototyping, then, is nothing more than a series of simulations to
anticipate problems, test hypotheses and illustrate ideas in order
Prototyping reduces the uncertainties of a project, as an expeditious to make them real and start discussions.
way of abandoning alternatives that would not be well received,
thus showing the way to a more definitive final arrangement.
The process of Prototyping begins by asking questions that must
be answered regarding idealized solutions. Moving forward, models The development of prototypes makes it possible to:
are created representing the aspect in the open, which makes
testing possible. The results are analyzed and the cycle can be • Select and refine ideas in a decisive fashion;
repeated innumerable times, until the project team can reach a • Render ideas more tangible and evaluate them interactively;
definitive solution in line with the user needs and the interest of • Validate solutions with a sample of the public;
the client company. Therefore, the more tests conducted and the • Anticipate possible bottlenecks and problems, reducing
earlier the process is initiated, the more that is learned and the risks and optimizing costs.
greater the chances for success of a definitive solution.

x times

Formulation Creation of
Testing Evaluation Conclusion
of Questions prototypes

The nature of a prototype, properly speaking, will vary a great deal

depending on a company’s segment of activity and the type of
solution that is to be evaluated. It could be either a prototype of
a graphic interface, such as cell phone app screens, or a product,
such as an ATM machine, or else a service to simulate the
experience of a traveler of the lower classes buying a plane ticket.

126 Prototyping 127

PAPER PROTOTYPING Participants were called upon to perform certain tasks involving
these new functionalities. Their reactions to two of the new areas
WHAT They are representations of graphic interfaces with different levels of on the site and the prototyping were recorded, as follows:
are fidelity, from hand-drawn wireframes on scraps of paper to schematic
they? representations of cell phone screen apps, to a package for soap
with final text and color detailing. A paper prototype can start simply, 1. Send Sales Coupons every day!
becoming more complex as it goes through successive iterations with
users or the team. It became apparent from telephone ethnography and mapping of
Customer Service feedback that contest participants are interested
WHEN When it is necessary to evaluate the flow of information and the in winning any sort of prize. To get people to send in more coupons
TO USE navigability of a system in order to explore possibilities of publicizing and try to turn the procedure into a “game,” following the analogy of
them? a product, or simply to present an idea to users, the company, or the competition, daily mailing quotas would be established, and the user
project team itself. These tests may take place in a variety of contexts, who sent in 5 coupons in one day would get one free shipment.
from controlled environments, such as usability labs, to group sessions
with end users and potential consumers. Currently, 63% of Coupon Mania participants who mail in sales
coupons on a daily basis send from 1 to 3 coupons. Among the
HOW TO As the name implies, the end result of this prototype will be on paper. participants who send sales coupons weekly, 49% send from 1 to 3
APPLY It can be executed by hand, as nothing more than a rough draft of a coupons, and of those who send coupons monthly, 40% send from
them? solution; or with the aid of a computer, in order to evaluate the details 1 to 3 coupons. The expectation is that, by prompting daily mailings
of an interface, product or to give notice of services. of 5 coupons, the volume of sales coupons for the contest should
increase by 40%.

When this idea was taken to the field and presented as a screen shot
on paper, interviewees felt comfortable criticizing it, since the fact
that it was on paper gave it an experimental feel. The user responses
Case — Using a Paper Prototype for new compiled led the team to conclude the following:
functionalities and to make a site go viral
• Feedback to the prototype test was positive.
When the assignment was to redesign the site of the Cupom Mania • The functionality was well received by those tested and seen
contest seeking ways to make the product go viral, we carried as a real incentive to sending more daily coupons.
field research and a survey of the complaints logged at the site’s • Some users were confused by the way the tally of daily coupons
Customer Service channel, as well as Desk Research. sent was represented by a star. One suggestion was to represent
the tally with an image of a sales coupon.
One of the hypotheses raised during the Immersion phase was that
the contest also needed to reach a younger audience. To this end,
new functionalities were thought up, necessitating a makeover of
the site. The new screens were taken to interviews to see if users
accepted them.

128 Prototyping 129

 2. Share!

In order to stimulate broader dissemination of the contest via

the web, tools for sharing were inserted into some sections of
the Coupon Mania site. Initially, such sharing would be done by
publishing comments on social networks, starting with Facebook
and Twitter. Case — Wireframes for iPhone software version

The idea was developed based on the perception that there In order to create an iPhone software for the creation of composite
are referrals, partnerships and collaboration among relatives and sketches, many prototyping iterations were executed to arrive at a new
friends of Coupon Mania participants. It was ascertained that many version of the product through “learning by doing.” To this end, many
people recommend the contest in order to get their relatives and slips of paper were cut to the size and shape of an iPhone screen.
friends involved. Some quotes collected in the field were: “If you
win, don’t forget your friends” or, “Sweetheart, let’s play so we The papers were distributed to the team – which was made up of
can renovate our house.” However, this time, the feedback was designers and developers – along with pencils, erasers and marker
not as expected, and the conclusions were as follows: pens. After an initial stage of reviewing the mechanics of the software
and the constraints/features of the graphic interface for a native iPhone
• Negative feedback on prototype test. app, each individual member of the team began to draw the screen
• No users were willing to share the site. wireframes, as well as the navigation flow.
• Most people do not have Twitter or Facebook, and when asked
if they would share it in Orkut, they did not seem willing to do so. With a large number of alternatives generated, members showed
their proposals to the team, explaining their ideas and the solutions
they came up with. In this way they were able to combine the best
solutions, incorporating different ideas into two distinct approaches
to the interface and the navigational flow.

With this, a protocol with different questions and tasks in relation

to the two prototypes on paper was prepared. A number of meetings
with iPhone users of multiple profiles was scheduled; the team tested
the prototypes at these meetings.

After some test rounds to tweak the wireframes and the first iteration
of the navigation, a definitive solution was reached so designers could
proceed to work out the details of the graphic interface, for subsequent
implementation by the developers.

The involvement of designers and developers in creating and testing

a new product in its initial phase helps to raise the team’s awareness,
fostering a sense of empathy to bring to bear on user needs. In this way
it is possible to create, develop and implement more robust solutions.

130 Prototyping 131

VOLUMETRIC MODEL content not directly related to work. The effect was to allow for informal
interactions among colleagues, encouraging more relaxed communication.
WHAT A volumetric model is a representation of a product that can vary in
IS IT? levels of fidelity, ranging from low – with few details – to high, with the The test showed that, in addition to needing a tool for collaboration, staff
appearance of the final product, possibly also presenting texture and members felt the lack of some kind of relaxation in their daily work routine,
detail (such as sliding buttons), although they are not yet functional. and the Analog iPad was able to fill both needs. Furthermore, users
commented on the size of the item, and the possibility of capturing and
WHEN TO When it is sought to make an idea tangible, one approach is to recording content generated during meetings to help in moving towards
USE it? extract it from the conceptual plane, transforming it into something a solution.
concrete that can be validated. A volumetric model allows for 3-D
visualization of a concept, evoking criticism from users to refine the
concept. Moreover, it helps to “sell” the project to upper echelons
at the company, to expedite production.

HOW TO It can be constructed out of simple materials (such as paper, cardboard,

APPLY it? modeling clay, etc.), or be more elaborate, consisting of several
different materials, and painted to simulate the color and finishing of
the product to be manufactured.

Case — Analog iPad

In an attempt to introduce a culture of innovation into the daily routine

of employees at a major bank, one of the elements touched upon
was interference in physical spaces. During the Immersion phase it
was observed that employees had difficulty communicating ideas to
each other at both formal and informal meetings, and so they often
resorted to a linear approach that did not allow for developing things
collaboratively with coworkers. In order to test a way of tackling this
problem, one of the prototypes created was an Analog iPad – small
white spaces adapted to the workspace in question – intended
to facilitate the visualization of ideas and interaction among staff
members. The analog iPads had a support tripod and a hook so that
they could be attached to tables or office partitions, and a handle so
that they could be carried to meetings away from the desk.

Although they were created to stimulate visualization and

construction of ideas, it was observed that many prototypes
were used as “bulletin boards” in the work environment, exhibiting

132 Prototyping 133

 Case — Product for intake of small change

Upon investigating the possibility of selling financial products

in railway station ticket booths, a peculiar behavior not reported
during interviews was noted.

Upon observing the purchase of tickets in the booth, it was

noticed that, because of the shape of the counter, many coins fell
on the floor and, because of passengers’ haste to board the train,
they didn’t bother to pick them up.

Based on this observation, a device for automatic coin intake was

designed to be installed at ticket booths. Using it, a person could STAGING SCENARIOS
deposit coins and collect the ticket for the financial instrument.
Since the cost of production would be high, it was decided that WHAT It is the improvised simulation of a situation, which can represent
its acceptance should be tested prior to execution. Accordingly, IS IT? everything from an interaction between a person and a machine,
a volumetric model was developed to simulate the final product. to a simple dialogue between individuals for the purpose of acting
out the components of a service transaction.
On only two days, the product was installed at the location
planned for the test. At the end of the prototyping period, the WHEN TO When one wishes to test an interaction in order to devise the
decision was made not to proceed, since the product did not USE it? components, refining the details and improving the experience.
accomplish its original purpose.
HOW TO Two or more people are chosen to act out the procedure. The important
Validating the model before producing it helped test the proposal APPLY it? thing is for there to be a dialogue, and for each participant to allow himself
in a short time at low cost, while also providing guidance towards or herself to improvise and behave as naturally as possible. A role is
a definitive solution based on the knowledge acquired. assigned to each one of the “actors” chosen, for example, to play the
part of a call center attendant registering a complaint from an unsatisfied
costumer. Or else objects can be used to map out a scenario, so that the
actors not only relate to each other but also to the objects. Just as in the
theater, there are no boundaries, and you must use your imagination!

Case — Staging a scenario for the ATM machine of tomorrow

In a project seeking to generate innovations in ATM machines,

a co-creation workshop was held for 23 bank employees. Moving
through the dynamics of a 3-hour session, participants had
a chance to learn about the content prepared in earlier user
workshops, and to share their own expectations on the project
that was just beginning.
134 Prototyping 135
 After the exhibition of a video to raise awareness, with a number Storyboard
of questions on the functions that ATM’s perform nowadays, along
with some warm-up and ice-breaking exercises, the collaborative WHAT A visual representation of a story through static frames composed
dynamics began. IS IT? of drawings, collages, photos or any other available technique.

For the first activity, participants were split into four groups and WHEN TO To communicate an idea to third parties or to visualize the sequencing
given a series of cards, each one related to a video clip containing USE it? of a solution, with the aim of detecting aspects that are still unresolved
an idea, a need or a situation that someone had raised in an earlier in the product, or to refine a final service.
workshop. The groups then watched the videos, analyzing them
and jotting down perceptions and insights on the cards. With HOW TO First, it is important to have a well defined idea of what is to be
this material in hand, they created categories and discovered APPLY it? communicated and tested. Based on this, a screenplay is written,
relationships between the various notes written on each card, and then the story is broken down into sections, taking into
seeking to identify challenges, problems, opportunities and needs consideration the sets, actors and framing that will be used
for the ATM of tomorrow. This analysis was then shared with the to represent what is desired. Finally, the technique of graphic
other groups. representation that is best suited or most convenient is chosen,
and the final result may be printed or digital. The important thing is to
Next, participants were shown the three pillars of a loving provide a visual representation of what one wishes to communicate.
relationship proposed by researcher Robert Sternberg (Sternberg,
2006). It was then suggested that these should be used to create
solutions for the ATM, seeking to delight the client.

The solutions were presented in the form of skits and acted out by
the participants. Each group chose one person to play the part of
the ATM, another to play the part of the client, and a third person
to represent an alternative point of contact for the solution.

The other participants directed the skit, and thought of solutions

(services and functionalities) to transform the experience of
contemporary clients vis-à-vis the ATM machine.

136 Prototyping 137

 To communicate the concept, the following storyboard was created:

1. A woman goes to the supermarket. 2. When paying for her groceries, she
sees the poster explaining the contest.

Case — Communication of new functionalities of a site

The initiative for redesign of the site of a contest to stimulate

improved tax collection required the creation of new functionalities
geared towards meeting the needs of a younger audience. The
solutions reached by the team were, first, prototyped on paper and
tested with users. After a few rounds of paper prototyping, it was 3. When she gets home, she asks her 4. As her son registers the data for his
concluded that certain aspects of the new concepts created could teenage son to register the data from her mother…
be communicated more effectively in a more playful manner. sales coupon on the site of the contest.

One of the new concepts was the creation of a “game within the
contest.” In order to stimulate users to register more sales coupons
per day, the image of a star was exhibited for each new coupon
registered on the site. Users who accumulated 5 stars by the
end of a day would get a free coupon as a bonus.

The Storyboard was used to communicate the concept to users, 5. …he notices that for every 5 coupons registered,
to the client and, subsequently, it was also turned into a short his mother gets another one free as a bonus.
animation to illustrate the functionality to be announced on the site “Look, Ma! 4 more coupons and we get a free
of the contest. one! We get a better chance of winning!”

138 Prototyping 139

SERVICE PROTOTYPING habits” was weight, since it is a variable that is easy to monitor and
check. Under this plan, the team that lost the highest percentage
of weight by the end of the Scavenger Hunt would win a mystery
WHAT It is the simulation of material artifacts, environments or interpersonal prize. In order to control the pace of the competition and inspire
IS IT? relations that represent one or more aspects of a service, to involve commitment, every day during the competition, participants were
the user and simulate the provision of the proposed solution. weighed at a time agreed upon by all of the teams.

WHEN TO When one wishes to simulate the abstract aspects of services For each day of the game, a different, fast-moving activity was
USE it? in order to validate understanding and sensations at each point of thought up to hold the players’ interest by continually presenting
contact. Services are fluid and dynamic experiences played out over something new. To this end, a variety of eye-catching graphic items
a period of time through a sequence of events, and therefore, each were produced, such as: posters, a large, magnetized scoreboard,
element must be planned, and users’ interactions must be managed and leaflets with tips and instructions on how to improve the habits
to design a solution that conveys a feeling of delight to the user. of their work routine. An e-mail group was created to encourage
interaction among employees and stimulate competition.
HOW TO By seeking out a suitable environment and building up small
APPLY it? elements that make these interactions workable so that the service When it was over, Prototyping had yielded new perceptions leading
can be implemented. Once the context is established, people can to a variety of improvements in the solution, such as: the duration
interact with the few projected physical elements, co-producing of the Scavenger Hunt; the profile and number of employees; and
the experience in real time. which departments of the insured company should be involved,
to name a few. This allowed for a more effective and robust
implementation of the service.
Case — Scavenger Hunt for Health

Among the ideas selected from a Menu created for the

Prototyping phase of a project to monitor chronic patients,
several were chosen that were likely to offer solutions for
the insured party (a company providing health coverage for
its employees). Accordingly, a service called the Scavenger
Hunt for Health was developed.

Comprising an assortment of activities, the Scavenger Hunt

was conceived to be enacted by the insured party to engage
company employees competing in teams. The aim was to
reward the employees who could achieve the most meaningful
changes in their health habits and adopt a healthier routine.

To encourage this transformation of habits, the competition was

keyed to certain metrics of behavioral change. In the prototyping
mode, the parameter used to measure the extent of a “change in

140 Prototyping 141

 Case — Different points of sale at
a transportation dealer
To learn more about
To develop innovative approaches to the sale of financial products at these tools go to:
a transportation dealer, several concepts were selected – based on
the User Itinerary and the adoption of Personæ – to be prototyped www.livrodesignthinking.com.br/prototyping
with great fidelity attuned to the context.

To this end, tickets for the securities were issued in the amounts that
were to be tested, and presented for sale in the user environment,
with the simulation of a variety of times and places where the
products were to be introduced.

The prototyping was implemented over the course of three days of

intense work, with the various prototypes presented simultaneously,
and with oversight by the team of the client firm.

The results were highly significant, affording useful learning on

the places best suited for publicizing and selling the product, as
well as the communication strategy. In this context, the presence
of company employees as observers was essential in order for
them to grapple with each one of the concepts and assimilate
recommendations in a constructive fashion.
QR code generated on http://qrcode.littleidiot.be

142 Prototyping 143

 Andorinha Project The information was divided into 5 stages that went from packing
to getting off the plane at the final destination. With this breakdown,
the aim was to facilitate communication in order to make things more
practical and easy to visualize.

An experience that goes


The language adopted for the folders was full of illustrations and

beyond an airplane objective in tone. The vocabulary used in the text was intended
to harmonize with the vernacular of the lower classes.

In addition to the folder, for each stage we prepared a gift

PROTOTYPING associated with the information presented, to draw the passenger
into the universe of air travel. For packing, we attached a small kit with
After the Ideation phase, we selected certain concepts to be a toothbrush and toothpaste; to go with the folder explaining the inside
prototyped in high fidelity, that is, tested in a real environment, of the aircraft, we placed gifts to help the passenger relax, such as an
simulating as thoroughly as possible the context in which the eye-mask and an inflatable neck pillow.
product/service was to be introduced.
The receptiveness of the prospective travelers was distinctly positive.
Once these ideas were made tangible and anchored in reality, Because they had no knowledge of the processes explained in the
discussions began to plot a course for the implementation of material, they said they felt safer after reading it. Those involved in
future solutions. prototyping also declared that handing out this material is particularly
important because it is so hard to find this kind of information about
Among the many ideas brought forth, we selected for prototyping air travel. As one woman put it in an interview, “No one is going
those that held the greatest appeal to the Personæ, such as the to explain it to you, know what I mean? You have to ask around.”
first trip kit, price searching via SMS, and the offer of door-to-door
taxi service.

Once these ideas were tested, what we learned from them

was incorporated so, that, in a further prototyping cycle, the
definitive solution would be proposed, reducing the risks to
their implementation.

FIRST TRIP KIT

To teach first-time travelers about important issues in air travel,

we developed a kit to be handed out to these clients as soon as
they purchase their plane tickets.

144 Andorinha Project - An experience way beyond the airplane 145

 AIRFARE RESEARCH VIA SMS

Efforts to promote discount airfares are generally confined to

the Internet. In an attempt to simulate these promotions for people
who seldom access the Internet, while at the same time gauging
their willingness to do price research by cell phone, we decided
to prototype an airfare search service via SMS: within a few
minutes after sending a text message stating intended destination
and travel date, users receive a reply with the name of the airline
and the lowest fare.

We produced cards explaining in a straightforward manner how

the service worked, then hit the streets to publicize it. Because
the support infrastructure had not yet been implemented,
a member of the MJV team was stationed at the office standing The results were astonishing. People were impressed at the
by to receive text messages, track down the lowest fare online convenience of having the lowest airfares available so quickly,
and forward the information back to the user. and not only members of the lower classes, but others as well –
such as two young ladies who at first seemed uncomfortable
We started the prototyping process near the Cinelândia at our approach, but soon showed an interest in our service.
subway station. However, the location proved unsuitable
because people went by in such a hurry that they were not We noticed that people of more modest means seemed
receptive to our approach. We then moved on to Floriano uncomfortable at the words “airfare,” making it plain that air
Peixoto Square, where we observed small groups of people travel was not a common event for them. But their discomfort
talking, some of them sitting and others strolling along at an faded away when we told them that flying was often cheaper
easy pace – a favorable setting for prototyping. than going by bus – a point many of them said they had not
been aware of.

As we approached people sitting on benches, those seated

beside them also became interested and ended up asking for
information about the service. Some were receptive because
they were already thinking of taking a trip. “Great! I’m dying to
go to Salvador for my July vacation and I still haven’t got a ticket,”
said one.

It should be noted that no one had any questions about how to

text, which allows us to conclude that this practice comprises
part of the routine of members of all social classes.

146 Andorinha Project - An experience way beyond the airplane 147

 DOOR-TO-DOOR TAXI THE PROPOSED SOLUTION
Throughout the Immersion phase we noticed that relatives and After analyzing the Prototyping outcomes, we decided to develop
neighbors often had to take travelers to the airport or pick them a service that combined all the ideas we tested whose results were
up there, both for reasons of safety and expense. On the other positive. In addition, other solutions were also included that met
hand, some travelers preferred to take a cab because there are the specific demands noted in the Immersion phase, such as the
no relatives to give them a ride, or they simply would rather not importance ascribed to having the family present at the airport,
impose on the people they know. to the moment of saying goodbye and to concerns about luggage.

To ensure safe transportation at an affordable price and, above As a result, we proposed having a service to engage passengers
all, to avoid inconveniencing third parties, we created a service from the moment of their decision to travel by plane to arrival at
called “Door-to-Door Taxi,” which allows travelers to take a cab their destination, including landing and transport to their place of
with a registered agency to get them from their home to the accommodation. The main idea of the service would be to allow
airport; then when their flight arrives, another cab takes them the traveler and his/her entire family to have an unforgettable
to their final destination. emotional experience, trading the stress of waiting around at
the airport for several hours of fun at an Entertainment Center.
To test if the service would be well received by the public, we
got in touch with a travel agency and worked out an agreement Below is a brief description of each one of the steps in the
to the effect that, before closing the deal on a ticket sale, the proposed solution:
travel agent would offer our “door-to-door taxi” service to
prospective customers. The prototype was implemented for
two days, with very positive results – by far the majority of
travelers accosted ordered the taxi service.

According to the agent, it is common for travelers to be

apprehensive regarding taxi service at airports, especially
at the final destination. This service offered travelers security
and peace of mind.

148 Andorinha Project - An experience way beyond the airplane 149

 3. If he so desires,
the client can ask an
airline employee to call
and help him plan his
trip, or actually issue
the ticket. The customer
service does not adhere
to a rigidly formal
1. An airline employee procedure, and uses
hands out brochures informal language to
advertising the service put the traveler at ease
of airfare price checking as much as possible..
via SMS. On the back of
the card there is a step-
by-step explanation of
how it works.

During the call, the airline

employee offers services
in addition to the ticket
purchase. Each service
consists of a module,
2. Within moments, allowing the client to tailor
the customer gets his/her experience to the
a message stating the specific needs of each trip.
lowest fare on the date
in question.

150 Andorinha Project - An experience way beyond the airplane 151

 4. When the offer is put through, the customer receives a kit including
tips addressing common concerns among travelers on their “maiden
voyage.” If necessary, additional information is available by phone.

In addition, travelers are also offered special discounts on clothes

and luggage at a popular chain store.
6. For passengers
who have opted to visit
the Entertainment Center,
the taxi will take them there.
At the entrance, it is
possible to check in early
for the flight, and even
to publish a picture of the
moment on Facebook or
Orkut! Meanwhile, luggage
is sent on to the airport,
and travelers don’t have
to think about it until they
reach their destination.
5. For customers who have chosen the door-to-door taxi, a driver will
pick them up at home, along with any companions, and take them to the
airport on the date of the flight. Later, when the plane lands, another car
will be waiting to take them to their final destination.
7. After a simplified
check-in, the passenger
receives his/her boarding
pass and baggage claim
in the form of a bracelet.
This way, a traveler can
be easily identified at the
Entertainment Center, and
the possibility of ticket loss
is practically eliminated.

152 Andorinha Project - An experience way beyond the airplane 153

 10. Then, after having a great time, the passenger says goodbye to his/her
loved ones. There is a special place at the Entertainment Center reserved
for this purpose. Each farewell lounge has a different décor, selected to fit
the occasion – for example, the Lovebirds’ Farewell Lounge, the Family
Farewell Lounge and the Farewell Lounge for a Crowd of Friends.

Before heading off to the airport, travelers can go through a pre-scan that spares
8. The passenger’s them the uncomfortable ordeal of being searched when the X-Ray light turns on.
companions can also
acquire bracelets
granting access to the
Entertainment center,
and this way the whole
family can have fun!

9. At the Entertainment Center, the individual experience of air travel

is transformed into a pleasant day of leisure with the family far from any
worries. Here they can find flight simulators, amusement park rides,
videogames, exhibits about subjects related to aviation, lectures, shows,
shopping, fast food and much more!

154 Andorinha Project - An experience way beyond the airplane 155

 11. As the passenger proceeds to the airport in a special bus, with all 13. As soon as the
arrangements taken care of, his/her family and friends can stay on to enjoy traveler gets off the plane,
the Entertainment Center for as long as they like! he or she receives the
pictures of the enjoyable
moments spent with loved
ones at the Entertainment
Center. These pictures are
souvenirs of pleasant hours
spent far from any kind
of stress!

12. Upon arrival at the airport, passengers are guided by an airline attendant
through security procedures all the way to the plane.

156 Andorinha Project - An experience way beyond the airplane 157

 PROTOTYPING AT SÃO CRISTÓVÃO SHOPPING CENTER off. In her view, it would make more sense to have a day of leisure
with her family than to have them all waiting around at the airport
In order to evaluate yet again how well this service is received, we for her plane to depart.
went to a travel agency located inside the São Cristóvão Shopping
Center, in Rio de Janeiro. After reaching an agreement on the use In order to publicize the service, at the shopping center the team
of the space, we assumed the role of sales clerks and began to handed out balloons attached to paper airplanes with information
offer the product to clients coming into the agency. on the products being offered. Many people approached the
team, attracted by the mood of an “event,” and asked for a paper
To make the proposal tangible, we produced a modular jigsaw airplane. Soon there were balloons all over the shopping center,
puzzle containing a visual representation of four services chosen accomplishing the desired aim of publicizing the service.
to represent the “travel combo”: the door-to-door Taxi, in which
the passenger arranges transportation to the airport in the city
of origin and from the airport at the destination; the “Luggage BENEFITS OF AN EXPERIENCE WAY BEYOND AN
Special,” in which the traveler’s luggage is picked up at his/her house AIRPLANE:
and checked by an airline agent; the “Travel Tips,” in which the
traveler can get tourism information on the region visited; and the • To train future travelers;
“Amusement Center,” where the traveler spends the day with his/her
family, as described above. • To provide a social occasion that includes the whole family;

The response to the product was very positive, particularly the • To turn the experience of air travel into something
Entertainment Center option. One of the clients interviewed, people long to do;
for example, found that it would help when it came time to say
goodbye to her family since, whenever she goes to her hometown • To add value to air travel;
of Aracaju, her children and grandchildren make a point of seeing her
• To generate revenue through partnerships;

• To speed up and facilitate the check-in process;

• To reduce the number of people at the airport, avoiding

terminals filled with passengers at the busiest times;

• To alleviate the stress of waiting for the flight;

• To mitigate the effects of “air travel chaos.”

Andorinha Project - An experience way beyond the airplane 159

 Now that to bring people together from different areas of activity and skill
in devising amazing results. These participatory practices for
developing new business extend the boundaries of how we think,

I have innovative and help us to choose the most innovative solutions. The process
of implementing solutions involves transforming innovative ideas

solutions, how can

into new business. To this end, Design Thinking can be allied to
other practices such as Rapid Development, Lean Start-up and
Gamification, swiftly bringing the most robust solutions to market.

I transform them Drawing on Design Thinking, this book presents a participatory and
creative approach to moving towards strategic innovation. But you

into business? cannot do this alone. Mobilize and engage all the players identified in this
book to find out what is already well known, or to conceive something
new. Besides giving visibility to latent needs, when you engage people
you can transform insights into concrete actions. To guarantee the
synergy of the process of innovation, all different perspectives must
If you’ve made it this far, it’s because you’re interested in be collaboratively constructed. If players bring nothing more than their
understanding how to innovate at your company. Probably, own point of view, it is nowhere near enough. User needs, new ideas
through the description of the states of Design Thinking’, you and business opportunities must therefore be mutually worked out.
could see how it is possible to place human beings at the center
of the process, both to understand the end user and to engage Insist on a process of innovation that is open and collaborative.
specialists as permanent collaborators. This review of the Acknowledge that innovation involves discovery and unexpected learning.
experience from different perspectives makes it possible to
find innovative solutions that are in synergy with company strategy.
However, after identifying these new approaches, a new challenge Discover, collaborate, innovate!
arises: how to bring these co-created solutions to market?
The MJV Team
The success of Design Thinking does not depend solely on creative
thinking. This practice entails implementation and assurance of the
fact that ideas will retain their essential character throughout the
entire development process up until their market implementation.

Recently, the emphasis on Design Thinking has powerfully

demonstrated the value of applying creative thinking in the
business context. Nevertheless, this structured process
for generating ideas is not by itself sufficient for the market.
New practices are being discussed and they combine innovative
solutions with the development of new business models through
visualization, tangible artifacts and staging of scenarios intended

160 161
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162 163
Maurício José Vianna e Silva Isabel Krumholz Adler

Computer Engineer at PUC-RJ (1990), MSc. in Computer Science Design strategist, graduated from ESDI /UERJ, masters,
at IIT – Illinois Institute of Technology (1992), and Ph.D. in Computer TU Delft, Netherlands, and Executive MBA, COPPEAD.
Science at IIT (1995). As a consultant he has worked for: Chicago She has worked as a Project manager and interaction designer
Board of Trade Clearing Co.(USA), Performance Computing Inc. for Microsoft, USA, and user researcher at Océ, Netherlands.
(USA), Miller-Fairchild Inc.(USA), RR Donnelley(USA), Boavista Bank, She likes to understand her clients’ businesses and delve into
Secretaria Municipal da Fazenda of Rio de Janeiro, Telefonica Celular, the users’ context so she can identify patterns and opportunities
Claro, Vivo, Oracle and Bradesco Seguros. He has published several for innovation.
articles at international conferences of the IEEE and ACM about
Software Engineering and Active Databases. Currently, he is working
on projects in the areas of Mobile VAS, Auto/Health Insurance
Innovation and Social Systems Innovation.
Brenda de Figueiredo Lucena

Master’s in design, PUC-Rio, graduated in design with a focus

Ysmar Vianna e Silva Filho on Visual Communication and Product Design, ESDI/ UERJ,
and studied digital media at design school HfG Schwaebisch
Degree in Electrical Engineering (ITA, Aeronautical Institute of Gmuend in Germany.
Technology, 1966), Master’s in Electrical Engineering and Computer
Science (UCB, University of California at Berkeley, 1969), Ph.D. in With professional experience ranging from graphic design to
Computer Science (UCB, University of California at Berkeley, 1972). interfaces, user experience, product design and innovation,
With an extensive academic career, he is a pioneer in computer she has worked at companies such as Motorola, Redley,
science in Brazil, having participated as an instructor at COPPE Globo.com, Ana Couto Branding & Design and Fünfwerken
/ UFRJ on the occasion of the installation of the first computer Agentur, in Germany.
at Rio de Janeiro Federal University in 1967. He created the first
Computer Science course at UFRJ, and at that time became head
of the Computer Science Department and Director of NCE / UFRJ
(Electronic Computing Center, Federal University of Rio de Janeiro).
Beatriz Russo
He has worked as a consultant for CNPq (Brazilian National Council
for Scientific and Technological Development) and CAPES (Brazilian Designer, Faculdade da Cidade (RJ), expert in Human Factors
Agency for the Improvement of Higher Education Studies), and Masters in user-centered design, PUC-Rio, Doctorate in
having served for a number years as a member of the CNPq Emotional Experience, Delft University of Technology. She has
Advisory Committee. He has worked as a consultant in planning worked as a consultant and researcher for companies such
of information technology development projects for institutes as Philips, Sara Lee, Motorola, Tom Tom, and Souza Cruz,
associated with CNPq, as well as in the deployment of Systems mapping contexts and developing strategies to generate
Development Methodologies for companies such as Vale do Rio better experiences.
Doce, Banes, OAS, Economico Bank, and BR Distributor; in the
development of systems for Embraer, INPI, HU, and UFRJ; and in
the development of an extensive study for Embratel on the use
of telecommunications in the transport sector.
About MJV
MJV is a company that specializes in creating diverse
and differentiated business solutions. We help our clients
to create and adapt strategies and processes deriving from the
development of a culture of innovation focusing on the human
dimension that translates into a removal of impediments and
the creation of new business opportunities.

To achieve these results, we apply the collaborative and

generative methods of Design Thinking, in harmony with the
vision of advisors with Master’s degrees and PhD’s in fields as
diverse as anthropology, information technology, management,
marketing, design and the arts to reach the best answers in each
context not only on how things should be done, but also on what
it is that should be done.

As MJV understands it, innovative ideas – the ones that actually

establish new parameters for the market – need to be cultivated.
This is precisely what our more than 300 consultants have been
doing for the past 15 years: putting into practice the premise that
a problem can never be solved by the same kind of thinking that
gave rise to it in the first place.

London Rio de Janeiro São Paulo

12 b2 Penford Street Av. Marechal Câmara, 160 Rua Helena, 280
SE5 9JA - London Gr. 206 - Centro Gr. 1103 - Vila Olímpia
Tel: +44 7415076545 20020-080 Rio de Janeiro - RJ 04552-050 São Paulo - SP
Maurício Vianna Tel.: +55 21 2532 6423 Tel.: 4004 0435 ram.6423
[email protected] 4004 0435 ram.6423 e-mail: [email protected]
Ysmar Vianna e-mail: [email protected]
[email protected]
Natasha Amaral
[email protected]

www.livrodesignthinking.com.br
On the basis of the concept of this book, prospective readers
are offered an initial vision of stages implicit to the Design Thinking
approach, as applied in projects for innovation. The purpose of this
material is to propagate in our country the culture of design as
a strategic tool for companies, as well as the perception that the
possibility of a financial return is often tied up with the ability to
approach these issues from new angles.

The proposition of involving both clients as well as users in the

stages of the solution development process is highly advisable
to achieve results that are actually efficient; from the definition
of direction to Immersion; from repositioning to Ideation; from
Prototyping to Implementation. It is believed that the best
solutions are those that are constructed in a collaborative fashion,
through a combination of different perspectives experienced in
a variety of ways.

To find out more:

www.livrodesignthinking.com.br