{"id":60144,"date":"2020-09-28T13:41:18","date_gmt":"2020-09-28T11:41:18","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=60144"},"modified":"2023-05-17T13:44:50","modified_gmt":"2023-05-17T11:44:50","slug":"que-es-design-thinking","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/","title":{"rendered":"Design thinking: empatia, creativitat i innovaci\u00f3 com a motor de canvi"},"content":{"rendered":"<p>Segur que darrerament no deixes d&#8217;escoltar el concepte design thinking, sobretot en el camp de la innovaci\u00f3 i l&#8217;emprenedoria. Encara que sembli una cosa molt nova, \u00e9s m\u00e9s antic del que creus. Ja a finals dels 60 el va encunyar <a href=\"https:\/\/es.wikipedia.org\/wiki\/Herbert_Alexander_Simon\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Herbert Simon<\/strong><\/a>. Per\u00f2 a qu\u00e8 es referia Simon? Per qu\u00e8 l&#8217;has d&#8217;aplicar en la teva feina? Quins avantatges t\u00e9?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/#Que_es_el_design_thinking\" >Qu\u00e8 \u00e9s el design thinking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/#Avantatges_i_usos\" >Avantatges i usos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/#Las_5_fases_del_design_thinking\" >Las 5 fases del design thinking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/#Com_implementar-lo_com_a_directiu_tecniques_i_tips\" >Com implementar-lo com a directiu: t\u00e8cniques i tips<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-design-thinking\/#Design_thinking_casos_dexit\" >Design thinking, casos d&#8217;\u00e8xit<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>En el seg\u00fcent article, t\u2019expliquem les claus d&#8217;aquest incipient concepte, coneixer\u00e0s el seu origen, aplicacions, fases, i m\u00e9s.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_design_thinking\"><\/span>Qu\u00e8 \u00e9s el design thinking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Parlar de<strong> design thinking<\/strong> \u00e9s fer refer\u00e8ncia a <strong>com afrontar els problemes d&#8217;una manera creativa<\/strong>. No et preocupis, encara que no siguis dissenyador\/a tu tamb\u00e9 pots aplicar aquesta metodologia i resoldre els problemes complicats que et trobes en el teu dia a dia.<\/p>\n<p>La clau d&#8217;aquest m\u00e8tode, o forma de pensar aplicada a un m\u00e8tode de treball, \u00e9s que <strong>per generar idees innovadores se centra a entendre i donar soluci\u00f3 a les necessitats reals dels usuaris<\/strong>. Aquesta forma de treballar, origin\u00e0riament utilitzada pels dissenyadors de producte, <strong>requereix d&#8217;empatia, l\u00f2gica i sensibilitat<\/strong>.<\/p>\n<p>El <strong>design thinking, o pensament de disseny<\/strong>, estava molt relacionada amb el desenvolupament de producte en disseny, per\u00f2 amb el pas del temps aquest concepte s&#8217;ha anat aplicant a altres camps. S&#8217;ha convertit en una eina ideal per millorar processos i experi\u00e8ncies d&#8217;usuari, i definir models de negoci d&#8217;una manera innovadora.<\/p>\n<p><a href=\"https:\/\/es.wikipedia.org\/wiki\/Herbert_Alexander_Simon\">Herbert Simon<\/a> va escriure <strong>&#8220;<\/strong><a href=\"https:\/\/www.researchgate.net\/publication\/260159047_Las_Ciencias_de_lo_Artificial_de_Herbert_A_Simon\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>La ci\u00e8ncia de l&#8217;artificial<\/strong><\/a><strong>&#8220;<\/strong>, llibre en el qual el va encunyar. En aquest llibre es va encunyar per primera vegada el terme <strong>design thinking o pensament de disseny.<\/strong> Ja als anys 70, la Universitat de Stanford (Calif\u00f2rnia), va desenvolupar aquest concepte de forma te\u00f2rica, tot i que no va ser fins al 2004 quan <a href=\"https:\/\/es.wikipedia.org\/wiki\/David_E._Kelley\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>David Kelley<\/strong><\/a> el va aplicar en la seva forma d&#8217;ensenyar. Kelley, fundador <a href=\"https:\/\/www.ideo.com\/eu\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>d&#8217;IDEO<\/strong><\/a> i de <a href=\"https:\/\/dschool.stanford.edu\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>D.school<\/strong><\/a> a Standford, va ser el precursor d&#8217;aplicar aquest concepte amb finalitats lucratives.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Avantatges_i_usos\"><\/span>Avantatges i usos<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La <strong>creativitat com a punt de partida<\/strong> \u00e9s el que fa realment atractiva aquesta metodologia, ja que <strong>requereix de solucions innovadores per afrontar els problemes o necessitats dels usuaris<\/strong>, s\u00e0piguen o no quins siguin.<\/p>\n<p>El design thinking es caracteritza per:<\/p>\n<ul>\n<li>La recerca de la innovaci\u00f3 centrada en la persona.<\/li>\n<li>La redefinici\u00f3 del problema inicial, sent conscients que pot anar virant.<\/li>\n<li>Posa en valor el treball en equip, ja que reconeix les singularitats en un equip multidisciplinari.<\/li>\n<li>Trenca amb les limitacions i les regles, fomentant aix\u00ed un espai de treball fluid.<\/li>\n<li>S&#8217;enfoca en el visual, a trav\u00e9s de l&#8217;expressi\u00f3 d&#8217;idees o pensaments mitjan\u00e7ant imatges (visual thinking).<\/li>\n<li>L&#8217;empatia com a motor de la innovaci\u00f3. A base d&#8217;entendre els problemes, necessitats i desitjos dels usuaris sorgeixen les idees per satisfer-los.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Las_5_fases_del_design_thinking\"><\/span>Las 5 fases del design thinking<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>La metodologia de design thinking \u00e9s un proc\u00e9s no lineal, compost per cinc fases.<\/p>\n<h3><strong>EMPATITZAR<\/strong><\/h3>\n<p>Per poder donar solucions efectives a problemes reals \u00e9s fonamental entendre les preocupacions dels usuaris. Per a aix\u00f2, mitjan\u00e7ant l&#8217;empatia es pot extreure la informaci\u00f3 verbal i no verbal necess\u00e0ria per a aix\u00f2. Per a l&#8217;obtenci\u00f3 d&#8217;aquestes dades se sol rec\u00f3rrer a entrevistes personals, enquestes, focus group, shadowing&#8230;<\/p>\n<h3>DEFINEIX<\/h3>\n<p>Un cop recopilada la informaci\u00f3 s&#8217;haur\u00e0 de filtrar per definir les necessitats i problemes detectats que siguin rellevants. Aix\u00f2 servir\u00e0 com a base per desenvolupar els enfocaments de valor sobre els quals treballar fins a trobar el resultat innovador o diferencial.<\/p>\n<p>Crear un buyer persona basat en les conclusions extretes de les informacions recollides en la fase d&#8217;empatia pot ser un bon recurs per comen\u00e7ar a treballar. Amb aix\u00f2, es podr\u00e0 elaborar un customer journey que ajudi a entendre el comportament dels usuaris. Aplicant aquest exercici ser\u00e0 m\u00e9s f\u00e0cil identificar en quin moment sorgeixen els seus problemes.<\/p>\n<h3>Idea<\/h3>\n<p>Aquesta fase de la din\u00e0mica de design thinking se centra a idear les solucions als problemes o necessitats detectades pr\u00e8viament. En aquest punt \u00e9s essencial fomentar el pensament expansiu, evitant limitacions o prejudicis de valor. En aquesta etapa tot t\u00e9 cabuda i la t\u00e8cnica del brainstorming \u00e9s ideal per fomentar-lo.<\/p>\n<h3>Prototip<\/h3>\n<p>El prototipat t&#8217;ajudar\u00e0 a donar forma a les idees o conceptes treballats. Aquest concepte de prototipat r\u00e0pid es relaciona amb la idea de <strong>producte m\u00ednim viable<\/strong> (MVP minimum viable product) de la metodologia <strong>lean startup<\/strong>. Aix\u00f2 permet tenir una cosa f\u00edsica testable i que no consumeixi massa recursos ni temps. Aquesta fase es pot fer mitjan\u00e7ant dibuixos, maquetacions, role playing, storytelling&#8230;<\/p>\n<h3>testeja<\/h3>\n<p>Aquesta fase de la din\u00e0mica no implica el punt final del proc\u00e9s, serveix com a aproximaci\u00f3 a la soluci\u00f3 desitjada. \u00c9s a dir, \u00e9s la prova de foc per determinar si el que s&#8217;ha treballat compleix amb les necessitats dels usuaris, o si s&#8217;han de modificar o tenir en compte altres aspectes. En aquesta etapa s&#8217;ha d&#8217;escoltar, prendre nota i corregir. L&#8217;usuari ha de ser el focus durant tot el proc\u00e9s, i en aquesta fase m\u00e9s encara, independentment de les prefer\u00e8ncies que tinguem sobre el nostre producte.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Com_implementar-lo_com_a_directiu_tecniques_i_tips\"><\/span>Com implementar-lo com a directiu: t\u00e8cniques i tips<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li>Comen\u00e7a &#8220;en petit&#8221; per dominar la metodologia. Abans d&#8217;intentar abastar i donar soluci\u00f3 a grans desafiaments, comen\u00e7a amb reptes petits.<\/li>\n<li>Sense empatia no hi ha resultats. Empatitza amb el teu client per comprendre m\u00e9s enll\u00e0 de les necessitats \u00f2bvies.<\/li>\n<li>C\u00e8ntra&#8217;t en les preguntes i defineix molt b\u00e9 el repte a afrontar. Sense un objectiu clar i ben exposat, el resultat deixar\u00e0 molt a desitjar.<\/li>\n<li>Utilitza la diverg\u00e8ncia (ideaci\u00f3) i converg\u00e8ncia (an\u00e0lisi). En la fase de diverg\u00e8ncia s\u00e9 espontani, atrevit i fuig de les idees preconcebudes. Ser\u00e0 en la fase de converg\u00e8ncia quan se seleccionaran aquelles idees amb major potencial.<\/li>\n<li>La diversitat \u00e9s indispensable per innovar.\u00a0La innovaci\u00f3 neix en la intersecci\u00f3 de disciplines i en la varietat de punts de vista<\/li>\n<li>Valida les teves idees amb els teus consumidors; no hi ha ning\u00fa millor que ells per validar les teves idees i consolidar les teves hip\u00f2tesis.<\/li>\n<li>I, finalment, fes-ho en equip. Si vols anar r\u00e0pid camina sol, si vols arribar lluny veu acompanyat.<\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Design_thinking_casos_dexit\"><\/span>Design thinking, casos d&#8217;\u00e8xit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><strong>EL CASO DE \u00c9XITO DE &#8220;KEEP THE CHANGE (BANC OF AMERICA)<\/strong><\/h3>\n<p><iframe title=\"Bank of America: Keep the Change\" width=\"800\" height=\"600\" src=\"https:\/\/www.youtube.com\/embed\/_4iFWP3VNxk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>The good Kitchen<\/h3>\n<p><iframe title=\"Design Thinking &amp; Strategy - Good Kitchen Case Study\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/_gxBBVDzQO8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Ara que ja coneixes en qu\u00e8 consisteix el design thinking i com pots aplicar-lo al teu lloc de treball, potser t&#8217;interessa con\u00e8ixer m\u00e9s t\u00e8cniques i recursos que et permetin liderar la innovaci\u00f3 en la teva feina. Coneix el <a href=\"https:\/\/www.euncet.es\/es\/executive-education\/posgrado-innovacion-emprendimiento\"><strong>postgrau en Innovaci\u00f3 i Emprenedoria de l&#8217;Euncet Business School<\/strong><\/a> i forma part del futur.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Segur que darrerament no deixes d&#8217;escoltar el concepte design thinking, sobretot en el camp de la innovaci\u00f3 i l&#8217;emprenedoria. Encara que sembli una cosa molt nova, \u00e9s m\u00e9s antic del que creus. Ja a finals dels 60 el va encunyar Herbert Simon. Per\u00f2 a qu\u00e8 es referia Simon? Per qu\u00e8 l&#8217;has d&#8217;aplicar en la teva [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":45700,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[452],"tags":[],"class_list":["post-60144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovacio-i-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Design thinking: qu\u00e8 \u00e9s, fases i casos d&#039;\u00e8xit | Euncet Business School<\/title>\n<meta name=\"description\" content=\"Descobreix qu\u00e8 \u00e9s el design thinking, quins s\u00f3n els seus 5 fases, i com pots aplicar-ho en el teu lloc de treball. 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Innova pensant com un dissenyador!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-design-thinking\\\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-design-thinking\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ca\",\"@id\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/ca\\\/que-es-design-thinking\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/Design-Thinking.jpg\",\"contentUrl\":\"https:\\\/\\\/www.euncet.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/09\\\/Design-Thinking.jpg\",\"width\":750,\"height\":482,\"caption\":\"Seguro que \u00faltimamente no dejas de escuchar el concepto Design Thinking, sobretodo en el campo de la innovaci\u00f3n y el emprendimiento. Aunque parezca algo muy nuevo, es m\u00e1s antiguo de lo que crees. Ya a finales de los 60 lo acu\u00f1\u00f3 Herbert Simon. 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