Innovation guided by design has come to complement the vision of the market that to innovate it is necessary to focus on the development or integration of new technologies and the opening and/or serving of new markets. As well as these technological and market factors, the design thinking consultancy innovates principally by giving new meanings to products, services or relationships. By challenging the standard patterns of thought, behavior and feeling, “design thinkers” create solutions which bring new meanings and which stimulate the various aspects (cognitive, emotional and sensory) involved in the human experience.
The objective of this book is to spread the use of design culture as a strategic tool for businesses, together with the idea that financial returns are often linked with the ability to approach old issues from new angles. This book presents stages, techniques and tools illustrated through genuinely Brazilian cases to inspire and aid in the work towards innovation.