Memória P&D Design

13º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design

Univille — Joinville (SC)

Novembro/2018

Negócio Prototipando: Percepções de Designers e Gestores Sobre a Prototipagem de Modelos de Negócios

Prototyping Business: Perceptions of Designers and Managers on the Prototyping of Business Models

Guilherme Correa Meyer
Isadora Makariewicz

Como citar

Meyer, Guilherme Correa; Makariewicz, Isadora; "Negócio Prototipando: Percepções de Designers e Gestores Sobre a Prototipagem de Modelos de Negócios", p. 2403-2418. In: CONGRESSO BRASILEIRO DE PESQUISA E DESENVOLVIMENTO EM DESIGN, 13., 2018, Joinville. Anais [...]. São Paulo: Blucher, 2019, DOI 10.5151/ped2018-3

Resumo

O cenário atual vem exigindo das organizações novas interpretações e olhares para a construção dos modelos de negócios. O design tem condições de colaborar com esse processo. Muito pelo seu modo de agir, que está relacionado com maior propensão a correr riscos, assim como por seu olhar multidisciplinar, tanto para os problemas quanto para os projetos. Em relação ao modo como os designers agem, a pesquisa irá colocar uma lente na perspectiva do protótipo, como elemento capaz de revelar novos saberes sobre uma temática Portanto, o objetivo desta pesquisa foi explorar o papel da prototipagem na modelagem de negócios. Para tanto, foi desenvolvido um workshop, com o desafio de que os participantes construíssem um modelo de negócios a partir dos materiais disponibilizados. Ainda foram realizados dois grupos focais. Os resultados alcançados sugerem que, apesar dos profissionais enxergarem distintas vantagens, ambos vislumbram a atividade produtiva na construção de modelos de negócios.
Palavras-chave:

Modelagem de Negócios, Prototipagem, Processo de Design

Abstract

The current scenario has been demanding from organizations new interpretations and looks for the construction of business models. The design is able to collaborate with this process. Much by his way of acting, which is related to a greater propensity to take risks, as well as his multidisciplinary approach, both for problems and for projects. Regarding the way designers act, the research will put a lens in the perspective of the prototype, as an element capable of revealing new knowledge about a thematic. Therefore, the objective of this research was to explore the role of prototyping in business modeling. For that, a workshop was developed, with the challenge that the participants build a business model from the available materials. Two focal groups were also held. The results obtained suggest that, although the professionals see different advantages, both look at the productive activity in the construction of business models.
Keywords:

Business Model, Making, Design Process

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