Design Thinking

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

YsmarVianna 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:

Proofreading:

Bruno Murtinho

José Moreira da Silva

Daniel Chediek

Isabel Krumholz Adler

Ricardo Moura
Kevin Mathewson
Graphic Design:
Renan Cammarosano and Cynthia BravoDesign thinking : business innovation [electronic resource] / [authors] Maurício Vianna ... [et al.] ; [translation: Bruno
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
Includes index
ISBN 978-85-65424-01-1 (electronicresource)
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.

12-5935.

CDD: 658.4063
CDU: 005.332.3

20.08.12 27
.08.12

1st edition: August 2012
MJV Press
Av. Marechal Câmara, 160 Gr. 206 - Centro
20020-080 Rio deJaneiro - RJ
Tel.: +55 21 2532 6423
Tel.:
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e-mail: mjvpress@mjv.com.br

038283

Design
thinking
Business innovation

Maurício Vianna
Ysmar Vianna
Isabel K. Adler
Brenda Lucena
Beatriz Russo
Rio de Janeiro - 2012
1st edition

Contents
Preface 6

IMMersIon 21

why
InnoVate? 11

Preliminary Immersion 24

What is
Design Thinking? 13

Exploratory Research28

But is it only designers
who think this way?
Why
Design Thinking? 14
What does this
book have to offer? 16

Reframing 24

14

Desk Research 32

In-depth
Immersion 36

analysIs and
synthesIs 65

IdeatIon 99

PrototyPIng 121

Brainstorming 101

Paper Prototyping 126

Insight Cards 65

Co-creation workshop 105

Volumetric Model 130

Affinity Diagram 72

IdeaMenu 109

Staging 133

Conceptual Map 74

Decision Matrix 111

Storyboard 135

Guiding Criteria 78

AndorinhA Project 116

Service Prototyping 138

Personas 80
Empathy Map 83

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

AndorinhA Project142

now that
I haVe InnoVatIVe
solutIons,
how can I
transforM
theM Into
busIness 158

Preface
Every book has its own
story, and this one is
no different.
The book you are holding in your hands is a collaborative effort by
MJV Tecnologia e Inovação, consultants on innovation.
MJV is a traditional IT company that, following the need to evolve
and reinvent itself, has madeinnovation its touchstone.
In 2008, while engaged in a mobility project for electronic
management that – as stipulated by the funder (FINEP / MCT1) –
had to be innovative in nature, we settled on Design Thinking as
the only structured process in the world for such an approach.
As we turned up case after case of international success, our
response became one of love at first sight. Here was theway
to break through the linear logic in the mindset of science,
engineering and systematic management. It would be our
mountain guide, or Sherpa, on an unknown path as yet untouched
by the logic we all cherish so dearly.
Since then (2008), we’ve been learning, practicing, serving our
clients and, with them, we’ve accumulated the experience that
we’re translating into this book.
Brazilian...