Design thinking na promoçãode vendas: uma pesquisa-ação em empresa dovarejo têxtil de Fortaleza-CE

Abstract

The present work presents as general proposal to analyze the application of Design Thinking within the sales promotion of the textile retail in the city of Fortaleza-CE, including the approach that uses Design tools and methodologies to solve abstruse and complex problems to the point that you propose a balance between associative and analytical reasoning, putting people at the center of the whole process. The study take place through action research providing deep interaction with all subjects involved with the situation studied, and is guided through the steps of Design Thinking proposed by Harris and Ambrose (2011) of Define, Search, Generate Ideas, Test Prototypes, Select, Implement and Learn, to the point where it seeks to remain within the pillars defined by Brown (2010) of Empathy, Collaboration and Experimentation. It complements the understanding of the approach, presenting the evolution of the origin and concepts, their techniques and dimensions, and their basic elements. It is interesting to the development of the work to present the main barriers and difficulties encountered during all the processes and their stages, as well as to identify and delimit the main benefits of its use. Among the results obtained, it was defined as a design problem to be modified the action of sales with leafleting, it was confirmed at the research stage the need to use and improvement of this action, for that purpose were submitted 20 design proposals for intervention, solution and improvement, among which 6 were prototyped in models and models, with the selection and implementation of two of these ideas, which in fact, resulted in the improvement of the posture of those involved, as well as a highlight in sales.