[pt] Esta pesquisa busca estudar e entender os processos de validação de novos negócios que podem ser diretamente relacionados com os processos comumente vistos no campo do Design, enfatizando o empreendedorismo dentro de um campo historicamente estético. O processo de design costuma chegar até o desenvolvimento de um protótipo, com poucos projetos que incluem fases posteriores como produção piloto, validação com clientes e usuários ou desenvolvimento de suporte para a distribuição e venda. Muitas das informações para o desenvolvimento de produtos partem da observação de usuários e produtos existentes, no entanto, pouca atenção é dada às fases posteriores à construção de um protótipo. Portanto, é pertinente questionar: quais seriam as potencialidades do design nestas fases posteriores e como o seu processo pode extrair informações para o desenvolvimento de novos negócios baseado em seus produtos? Supõe-se que o Design tem um papel particular e portanto relevante nas fases de construção de um empreendimento, logo faz-se necessária a aproximação do método de Design com as técnicas e ferramentas de estruturação de negócios. O objetivo desta pesquisa é conhecer o papel do Design no processo de empreendedorismo, especialmente os meios pelos quais um negócio baseado em produtos pode ser validado com o apoio do design. Para atingir a este objetivo foi realizada uma revisão da literatura envolvendo o desenvolvimento de produtos e de negócios, focados em modelos ágeis. Após o levantamento teórico, foi realizada uma análise de um desenvolvimento de um projeto de produto atrelado a um modelo de negócios para a criação de um negócio orientado pelo design. Este projeto serviu para verificar e avaliar as ferramentas de design de criação de produtos e suas as técnicas de validação de negócios, previamente estudadas na fase teórica. Concluiu-se que empresários e designers não possuem tantas diferenças assim, porém designers possuem qualidades inerentes à sua profissão que potencializam a sua capacidade empreendedora para validação de novos produtos através de simulações e protótipos. Desta forma, é possível prever a ampliação e o aperfeiçoamento do método de design em direção ao empreendedorismo. / [en] This research seeks to understand the validation processes of new businesses that can be directly related to the processes commonly seen in the field of Design, emphasizing entrepreneurship within a historically aesthetic field of study. The design process usually goes as far as developing a prototype, with few projects that include later phases such as pilot production, validation with customers and users or support development for distribution and sale. Many of the information for the development of products depart from the observation of existing users and products, however, little attention is given to the later phases of the construction of a prototype. Therefore, it is pertinent to question: what would be the potential of design in these later stages and how can your process extract information for the development of new product based businesses? Supposed that Design has a relevant role in the construction phases of an enterprise, therefore it is necessary to approach the Design method with the techniques and tools of business developing. The purpose of this research is to know the role of Design in the process of entrepreneurship, specially by which means a product-based business can be validated. To achieve this goal, a literature review was carried out involving product and business development focused on agile models. After the theoretical survey, a product design was analyzed and linked to a business model for the creation of a product-based business. This project served to verify and evaluate the product design tools and business validation techniques previously studied in the theoretical phase. It was concluded that entrepreneurs and designers do not have so many differences, but designers have inherent qualities in their profession that enhance their entrepreneurial ability to validate new products with the aid of simulations and prototypes. In this way, it is possible to predict the expansion and improvement of the design method towards entrepreneurship.

A broad research foundation exists on Lean management in the manufacturing context. Furthermore, the implementation of Lean in product development is discussed by an increasing number of publications. Yet, little documentation of the specific application in product development testing has been published. This master thesis provides insights into the specific environment of product development testing and the application of Lean methods.   Utilizing a systematic literature research, the beginning of this work elaborates principles of case study research, the context of testing as part of product development and the Lean management framework. The findings are synthesized into a priori construct for the case research. Main pillar for this construct is the value stream mapping method. It combines the analysis of the current state, the development of the future state and a strategy for the implementation of improvements.   Central part of this thesis is the in-depth case study of a global operating manufacturing company in the off-highway machinery market. Three product development testing sites were visited by the author in order to apply the previously defined case study framework. Through cross case analysis common process characteristics of the current state are derived. From a micro level perspective the relations within and across the testing process are shown.   Needs, values, wastes, interruptions and other process parameters are systematically analyzed; improvements are elaborated and prioritized to develop a common future state for the testing process. A partial takt time driven test process could be developed. To visualize the process task boards were introduced and the value stream map was digitalized and connected to a management information system. The systematic understanding of information needs is a major part of the future state. A possible implementation strategy is presented in this thesis.

Globaler Wettbewerb und kürzer werdende Innovationszyklen erfordern eine immer schnellere und exaktere Reaktion auf sich ständig ändernde Kundenwünsche. Die direkte Integration von Kunden und Anwendern in den Entwicklungsprozess im Rahmen kontinuierlicher Validierungsaktivitäten gewinnt im Zuge dieser Entwicklung zunehmend an Bedeutung (Ponn & Lindemann, 2011). Die Erfassung zielgerichteten Kundenfeedbacks erfordert in der Regel die Konfrontation mit konkreten Repräsentationen des späteren Produkts. Zumal physische Prototypen hierfür in frühen Entwicklungsphasen oft nicht zur Verfügung stehen und deren Aufbau kostenintensiv ist, kommen stattdessen virtuelle Produktmodelle wie CAD-Modelle oder digitale Produktskizzen zum Einsatz. Aufgrund der starken Verkürzungen im Vergleich zum späteren Produkt sind sie jedoch unter Umständen nicht in der Lage ein realistisches Produkterlebnis zu erzeugen. Sie eignen sich damit je nach Anwendungsfall nur bedingt als Kristallisationspunkt für zielgerichtetes Kundenfeedback. Durch die technologischen Entwicklungen im Bereich von Virtual Reality- und Augmented Reality-Anwendungen (VR und AR) besteht jedoch das Potenzial, diese Einschränkungen virtueller Produktmodelle für den Einsatz in der Produktvalidierung in frühen Entwicklungsphasen aufzuheben. Die Technologien ermöglichen dem Anwender das realitätsnahe Erleben von vollständig virtuellen (VR) oder gemischt physisch-virtuellen (AR) Umgebungen. Erreicht die virtuelle Umwelt einen hohen sogenannten Immersionsgrad (fachsprachlich für Grad des „Eintauchens“), ist der Anwender im Extremfall nicht mehr in der Lage zwischen der realen und der virtuellen Umwelt zu unterscheiden. Besonders die AR-Technologie bietet für den Einsatz in der Produktvalidierung große Potenziale, zumal bestehende, physische Referenzprodukte mit virtuellen Modellen kombiniert werden können (Reinemann, Hirschter, Mandel, Heimicke & Albers, 2018). Dieser Beitrag präsentiert die Ergebnisse eines Forschungsvorhabens, dessen Ziel es war die Potenziale der AR-Technik für die Produktvalidierung in einer vergleichenden Probandenstudie differenziert zu untersuchen. [... aus der Einleitung]