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Publication
Design thinking na estruturação de processos criativos em equipas multidisciplinares: Caso de estudos numa multinacional do setor de retalho e decoração
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| 7.97 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Num contexto empresarial marcado pela complexidade,
velocidade de mudança e pressão pela inovação, o Design
Thinking tem vindo a destacar-se como uma metodologia
eficaz para estruturar processos criativos e promover a
colaboração entre equipas multidisciplinares.
Esta investigação propõe-se a explorar a integração do
Design Thinking no departamento de Communication &
Interior Design de uma multinacional do setor do retalho e
decoração, com foco na sua aplicabilidade no passo número
três, Creative Direction, do Work Method adotado pela
empresa. Face a este enquadramento e à lacuna na literatura,
este estudo formula duas questões centrais: (1) De que forma
a introdução do Design Thinking pode auxiliar na
estruturação do processo criativo numa multinacional na área
do retalho e decoração? e (2) Que melhorias ou adaptações
poderiam ser feitas ao passo número três-Creative Directionpara
facilitar a integração do Design Thinking no processo
criativo do departamento?
Foram testadas quatro hipóteses relacionadas com a
promoção da criatividade, a estruturação do processo de
ideação, o aumento da colaboração entre áreas e a
complementaridade entre o Design Thinking e os métodos
existentes. A metodologia seguiu uma abordagem mista,
integrando revisão de literatura, observação direta, aplicação
de três questionários (internos e externo), realização de um
workshop, entrevistas qualitativas e a implementação de uma
metodologia adaptada num projeto real. Os resultados
revelaram uma elevada recetividade por parte da equipa e
confirmaram o impacto positivo da utilização do Design
Thinking no departamento.
O estudo é concluído com a proposta de uma metodologia
replicável, ajustada ao contexto organizacional, destacando
o potencial do Design Thinking na transformação de
processos criativos em ambientes corporativos.
In a corporate context marked by complexity, rapid change, and pressure for innovation, Design Thinking has emerged as an effective methodology for structuring creative processes and fostering collaboration among multidisciplinary teams. This research aims to explore the integration of Design Thinking within the Communication & Interior Design department of a multinational company in the retail and home decoration sector, focusing specifically on its applicability to the "Creative Direction" step of the company's Work Method. In light of this context and the existing gap in the literature, the study addresses two central research questions: (1) How can the introduction of Design Thinking support the structuring of the creative process in a multinational company in the retail and decoration sector? and (2) What improvements or adaptations could be made to step three, Creative Direction, to facilitate the integration of Design Thinking into the department's creative workflow? Four hypotheses were tested, related to the promotion of creativity, the structuring of the ideation process, increased collaboration across teams, and the complementarity between Design Thinking and existing methods. The methodology followed a mixed-methods approach, combining a literature review, direct observation, the application of three questionnaires (internal and external), a workshop, qualitative interviews, and the implementation of an adapted methodology in a real project. The results revealed a high level of receptiveness among the team and confirmed the positive impact of using Design Thinking in the department. The study concludes with the proposal of a replicable methodology tailored to the organizational context, highlighting the potential of Design Thinking in transforming creative processes within corporate environments.
In a corporate context marked by complexity, rapid change, and pressure for innovation, Design Thinking has emerged as an effective methodology for structuring creative processes and fostering collaboration among multidisciplinary teams. This research aims to explore the integration of Design Thinking within the Communication & Interior Design department of a multinational company in the retail and home decoration sector, focusing specifically on its applicability to the "Creative Direction" step of the company's Work Method. In light of this context and the existing gap in the literature, the study addresses two central research questions: (1) How can the introduction of Design Thinking support the structuring of the creative process in a multinational company in the retail and decoration sector? and (2) What improvements or adaptations could be made to step three, Creative Direction, to facilitate the integration of Design Thinking into the department's creative workflow? Four hypotheses were tested, related to the promotion of creativity, the structuring of the ideation process, increased collaboration across teams, and the complementarity between Design Thinking and existing methods. The methodology followed a mixed-methods approach, combining a literature review, direct observation, the application of three questionnaires (internal and external), a workshop, qualitative interviews, and the implementation of an adapted methodology in a real project. The results revealed a high level of receptiveness among the team and confirmed the positive impact of using Design Thinking in the department. The study concludes with the proposal of a replicable methodology tailored to the organizational context, highlighting the potential of Design Thinking in transforming creative processes within corporate environments.
Description
Keywords
Design thinking Criatividade organizacional Projetos criativos Retalho Inovação