Press - Design Thinking: Business Innovation

One of the most didactic and practical books that I have ever read on innovation and mainly on how to transform ideas into action. As a Service Management professor, I teach that good services wont be good forever. Either they change the clients expectations or the competitors will improve the original idea. So, it is necessary always to innovate. Reading Design Thinking provides valuable methodologies to all of those who wish to understand the need to innovate and how to make innovations be transformed into solutions..

Kleber Figueiredo
COPPEAD/UFRJ Director
and Service Management Professor

From this books conception, a initial view of the stages inherent to Design Thinkings approach applied to innovation projects is extended to its potential readers. This materials goals is to propagate the culture of design in our country as a strategic tool for companies as well as the perception that payback possibility is frequently linked to the ability of addressing the same issues by different angles.

The proposition of involving both clients and users in the development process stages is highly advisable to achieve really efficient results from the direction definition to Immersion, from repositioning to Ideation. From Prototyping to Implementation. The best solutions are considered to be the ones that are built collaborative through the sum of different perspectives experienced under different points of views.

For more information:
www.mjvinnovation.co.uk
www.designthinkingbook.co.uk

Copyright 2011 MJV Tecnologia ltda.

All copyrights reserved.

Any unauthorized reproduction, in whole or in part, is an infringement of copyright.

Authors:

Maurcio Jos Vianna e Silva

Ysmar Vianna e Silva Filho

Isabel Krumholz Adler

Brenda de Figueiredo Lucena

Beatriz Russo

Collaborators:

Bruno Medina

Cynthia Bravo

Daniela Kamachi

Luiza Xavier

MJV Team Rio de Janeiro and So Paulo

Translation:

Bruno Murtinho

Daniel Chediek

Ricardo Moura

Kevin Mathewson

Proofreading:

Jos Moreira da Silva

Isabel Krumholz Adler

Graphic Design:

Renan Cammarosano and Cynthia Bravo

D487

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

164p., digital resource : il.

Translation of: Design thinking : inovao em negcios

Format: PDF

System Requirements: Adobe Acrobat Reader

Access Mode: World Wide Web

Includes index

ISBN 978-85-65424-01-1 (electronic resource)

1. Mudana organizacional. 2. Reengenharia (Administrao). 3. Sociedades comerciais - Reorganizao. 4. Criatividade nos negcios. 5. Pensamento criativo. 6. eBooks. I. Vianna, Maurcio II. MJV Tecnologia e Inovao.

12-5935. CDD: 658.4063

CDU: 005.332.3

20.08.12 27.08.12 038283

1st eletronic edition: December 2012

MJV Press

Av. Marechal Cmara, 160 Gr. 206 - Centro

20020-080 Rio de Janeiro - RJ

Tel.: +55 21 2532 6423
Tel.: 4004 0435 ext. 6423

e-mail: mjvpress@mjv.com.br

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 Inovao, consultants on innovation.

MJV is a traditional IT company that, following the need to evolve and reinvent itself, has made innovation its touchstone.

In 2008, while engaged in a mobility project for electronic management that as stipulated by the funder (FINEP / MCT) 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 the way 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), weve been learning, practicing, serving our clients and, with them, weve accumulated the experience that were translating into this book.

Brazilian companies, like companies all over the world, feel threatened by rapid change in the field of technology with the resulting impacts on society and the market. And so most of 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, but not innovating is also risky.

What can you do?

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, they wait to see what this moving object could be. Gradually the spot 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 takes out a gun and kills Lawrences companion.

Their mistake was to wait and see what the threat might be. Any other move would have been better. Running away, firing a warning shot into the air, taking cover or anything else at all would have been better.

In the same way, companies cannot sit still waiting until it is time to innovate. They cant wait to get ready for unexpected competition, for the consumer to change, for new ways of organizing, for new meanings to be assigned to their services or products.

Marketing research as it is defined will not reveal these threats though if it does identify them, the standard business solutions are of little help. Design Thinking brings a holistic vision to innovation. It works with multidisciplinary teams that follow a process, understanding consumers, employees and suppliers as they are in their own context, co-creating solutions with experts, prototyping in order to better understand their needs. A Design Thinking team will end up generating new solutions that tend to be innovative and quite unexpected.

In Design Thinking, art is combined with science and technology to find new business solutions. Video, theater, visual displays, metaphors and music combine with statistics, spreadsheets, and management models to address the most intractable business problems and spark innovation.

In other countries, Design Thinking is gradually taking hold in MBA programs at major universities, and being adopted by international companies as yet another tool for executives. Among the universities that have included Design Thinking in their curricula are Stanford, Berkeley, Northwestern, Harvard, MIT and others.

In Brazil, we are pioneers in creating a business consultancy based on Design Thinking, and although this effort is still in its infancy, we have already begun to see acceptance of this new approach among big companies. The problems to be addressed vary a great deal, ranging from translating insurance jargon to establishing a process of innovation within an IT department; from developing products and services that will enable patients with chronic diseases to take better care of themselves, to initiating change management in an ERP implementation; from designing innovative services for first-time flyers, to redefining the meaning of life insurance; and so on.