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Publication
Uma cultura orientada para a inovação: O papel do design como estratégia nas grandes empresas nacionais - Um estudo de caso no NovoBanco
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Abstract(s)
Os designers têm sido permanentemente confrontados com
novos paradigmas no âmbito da tecnologia, inovação e
criatividade. À medida que a necessidade de mudança se torna
mais premente, num ecossistema social e económico agressivo,
que opera em mercados saturados e competitivos, é exigido
encontrar respostas para desafios cada vez mais complexos,
oferecer soluções arrojadas, que entreguem valor aos clientes e
às próprias instituições.
A presente dissertação procura analisar quais os contributos do
design enquanto elemento estratégico no processo de inovação e
transformação cultural, no contexto das grandes empresas
nacionais. O seu objetivo visa compreender como pode o design
alavancar a transformação organizacional, promovendo uma
cultura de inovação alinhada com os objetivos do negócio.
Na primeira etapa é realizada uma revisão literária que se foca
em três grandes áreas. A primeira, para onde caminha o design?
diz respeito à evolução da disciplina do design ao longo do tempo
e qual o seu rumo atual. A segunda, o valor estratégico do design,
dedica-se à inserção do design no núcleo empresarial, analisando
o seu impacto na cultura, inovação, modelos operativos e de
governance. E, por fim, uma overview relativa ao contexto do
mercado das grandes empresas nacionais, analisando o impacto
do design na sua competitividade.
A análise assenta ainda numa metodologia aplicada, recorrendo
a um estudo de caso numa empresa nacional, o novobanco, que
articula métodos, como um questionário online, análise
documental, entrevistas e focus group. Os insights obtidos
materializam-se no desenvolvimento de uma framework de
trabalho que procura potenciar o papel do design junto das
grandes empresas nacionais, contribuindo enquanto um elemento
estratégico, para a otimização de modelos operativos, processos
metodológicos, colaboração multidisciplinar e melhoria da
experiência do cliente.
Os resultados da investigação demonstram que o design possui
um papel importante no alinhamento entre objetivos do negócio
e necessidade humana, impulsionando a adaptação das
empresas face aos desafios do mercado.
No entanto, existe ainda um caminho a percorrer no que diz
respeito à sua integração, seja por desafios internos da própria
disciplina, seja pelas barreiras e nível de maturidade
organizacional, que dificultam a sua integração plena.
Promover uma promoção sustentada do design junto das grandes
empresas revela-se, no entanto, vital para garantir a capacidade
de inovação do tecido empresarial português, contribuindo para
uma economia mais resiliente, diferenciadora e orientada para o
futuro.
Designers are constantly faced with new paradigms in technology, innovation, and creativity. In an aggressive social and economic ecosystem operating in saturated and competitive markets, the need for change is more pressing than ever. We must find answers to increasingly complex challenges and offer bold solutions that deliver value to customers and institutions. This dissertation analyses the contributions of design as a strategic element in the processes of innovation and cultural transformation within large national companies. The objective is to understand how design can promote organisational transformation, and a culture of innovation aligned with business goals. The first stage involves a literature review focusing on three main areas. The first area, "Para onde caminha o design?", examines the evolution of design as a discipline and its current direction. The second area, "O valor do design estratégico," examines the integration of design into the core of business and its impact on culture, innovation, operating models, and governance. The third area provides an overview of the market context and large national companies, analysing the impact of design on their transformation and competitiveness. This analysis is based on an applied methodology that uses a case study of the national company, novobanco. This study combines methods such as online questionnaires, document analysis, interviews and focus groups. The insights obtained materialise in the form of a working framework that enhances the role of design in organisational transformation processes. This framework contributes to the optimisation of operating models, processes, innovation, interdisciplinary collaboration, and the improvement of customer and employee experience as a strategic element. The results of the research show that design plays an important role in aligning business objectives with human needs and driving companies to adapt to contemporary market challenges. However, there is still some way to go in terms of its integration due to internal challenges within the discipline itself and barriers and levels of organisational maturity that hinder its full integration. Promoting sustained design integration among large companies is vital to ensuring the innovative capacity of the Portuguese business sector and contributing to a more resilient, distinctive, and future-oriented economy
Designers are constantly faced with new paradigms in technology, innovation, and creativity. In an aggressive social and economic ecosystem operating in saturated and competitive markets, the need for change is more pressing than ever. We must find answers to increasingly complex challenges and offer bold solutions that deliver value to customers and institutions. This dissertation analyses the contributions of design as a strategic element in the processes of innovation and cultural transformation within large national companies. The objective is to understand how design can promote organisational transformation, and a culture of innovation aligned with business goals. The first stage involves a literature review focusing on three main areas. The first area, "Para onde caminha o design?", examines the evolution of design as a discipline and its current direction. The second area, "O valor do design estratégico," examines the integration of design into the core of business and its impact on culture, innovation, operating models, and governance. The third area provides an overview of the market context and large national companies, analysing the impact of design on their transformation and competitiveness. This analysis is based on an applied methodology that uses a case study of the national company, novobanco. This study combines methods such as online questionnaires, document analysis, interviews and focus groups. The insights obtained materialise in the form of a working framework that enhances the role of design in organisational transformation processes. This framework contributes to the optimisation of operating models, processes, innovation, interdisciplinary collaboration, and the improvement of customer and employee experience as a strategic element. The results of the research show that design plays an important role in aligning business objectives with human needs and driving companies to adapt to contemporary market challenges. However, there is still some way to go in terms of its integration due to internal challenges within the discipline itself and barriers and levels of organisational maturity that hinder its full integration. Promoting sustained design integration among large companies is vital to ensuring the innovative capacity of the Portuguese business sector and contributing to a more resilient, distinctive, and future-oriented economy
Description
Keywords
Cultura organizacional Design estratégico Transformação Inovação Grandes Empresas Nacionais