Gestão & Produção
https://gestaoeproducao.com/article/doi/10.1590/0104-530x4135-20
Gestão & Produção
Artigo Original

Assessing the impact of design on the development of digital services

Avaliando o impacto do design no estabelecimento de serviços digitais

Gabriel Santos Garbulho; André Leme Fleury; Eduardo Camillo Kasparevicis Ferreira

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Abstract

Abstract This paper analyzes how design diffusion is changing the organizational logics of established companies. If previously design activities had as its main objective packaging new technologies to create differentials for products and services and to reduce production costs, with the diffusion of digital services currently design activities expand its scope and identify functional and emotional needs from users that are relevant for creating differentiated experiences, that in turn will result in new products and services that incorporate existing and emerging technologies of the firm. This transformation reveals a new organizational strategy, in which design assumes a more relevant position for the creation of innovative business models. However, a point not yet considered in the literature is how companies are restructuring their operations in order to benefit from this transition. This paper analyzes how Brazilian organizations of different sizes and sectors have redefined their management models in order to incorporate design as a catalyst of change. The obtained framework consolidates the main propositions of design while directing of the changes in the organizations in the operational, tactical and strategic levels.

Keywords

Design strategy, Design management, Organizational changes, Design thinking, User experience, Agile project management

Resumo

Resumo Este artigo discute como o design vem alterando a lógica organizacional das empresas. Se anteriormente o design tinha como objetivo principal “empacotar” tecnologias de forma a estabelecer diferenciais em produtos e serviços e reduzir seu custo de produção, atualmente, com a popularização dos serviços digitais, o design expande seu escopo e passa a identificar necessidades funcionais e emocionais dos usuários, capazes de resultar em experiências de uso diferenciadas, que serão materializadas em produtos e serviços que incorporam as tecnologias da organização. Esta transformação evidencia uma nova estratégia organizacional, na qual o design assume posição de maior relevância no estabelecimento de modelos de negócios inovadores, viabilizados a partir da criação de novas experiências para os usuários. Porém, um ponto ainda não desenvolvido na literatura diz respeito a como as empresas vem se reestruturando de forma a enfrentar e se beneficiar com essa transição. Este artigo analisa como organizações brasileiras, de diferentes portes e segmentos, redefiniram seus modelos de gestão de forma a incorporar o design enquanto catalizador dessa mudança. O referencial obtido consolida as proposições principais do design enquanto direcionar das mudanças nas organizações nos níveis operacional, tático e estratégico.

Palavras-chave

Estratégia de design, Gestão do design, Mudança organizacional, Design thinking, Experiência do usuário, Gestão ágil de projeto

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