abstract: Industrial design is the practice of creating solutions by studying people and businesses. Originally centered on development of goods, industrial design uses methods rooted in human behavioral study, human factors, and strategic problem solving. As our economy and professional practice shift away from manufacturing towards a service-dominant landscape, industrial design must align its profession to formally include service design. The small service business setting is a microcosm in which the value of design and branding in business is magnified. This research reinforces design's ties with services marketing and business and is dedicated to finding solutions for the backbone of our economy. Micro-businesses with fewer than 20 employees often lack the sophisticated management, marketing, and strategies that bring about success. Despite the fact that 70% to 80% of small and micro businesses are service based, little research is dedicated to unique strategies for these small service firms. Research has shown that using strategic business design increases small business success. Given high small business failure rates, it behooves entrepreneurs to use intuitive planning tools that are appropriate for the dynamic startup years. When put within reach and context of small business owners, the tools used in design draw a clear map of insights into the "design" of small businesses. Through a literature review, interviews, and a new workshop method, the needs of small business owners and the challenges they face are used to design and implement an accessible, actionable strategic toolkit for small service businesses. This simple, interdisciplinary toolkit was designed with the goal of increasing the efficacy and likelihood of ongoing strategic business planning through context-specific, instrumental activities. The tools are shown to help a business owner form pragmatic, iterative problem-solving approaches that allow the business owner to plan in the face of uncertainty and find insights into her own business, brand, and services. / Dissertation/Thesis / M.S.D. Design 2012

This thesis is an attempt to explore the Jordanian community of today with its multi-ethnic fusion and its social practices that often appear rooted in the past. It is an examination of what possible series of symbols could be formed from a collective view of the diverse ethnicity in Jordan and that could be culturally relevant to the seven-pointed star of the Jordanian flag. This has been an investigation structured around Design Thinking processes using a mixture of qualitative methods integrated with a social science methodology. The qualitative data collection methods involved close contact between the research participants and the author in such a way that emergent topics could be explored. Accordingly, the first major practical contribution of the research provided a series of prototypes that established ‘terminologies’ that were discovered, evaluated and reflected upon through design processes and supporting documentation. This was followed by a testing stage designed to show the cultural diversity and acceptability of both the symbols/ and the final artefacts. Three main tests were conducted in 2016: 1. Semi-structured interviews with participants selected at random from seven different ethnic groups according to country of origin. 2. Public exhibitions in Jordan and Plymouth with audiences from diverse research backgrounds (e.g. users or consumers of designs). 3. A workshop with Jordanian designers (students and practitioners). The methodology adopted during each test included the sharing of the author’s work and personal experiences and invited feedback that could be used to validate and build on the Research Question. The stories and discourse produced a wide array of social patterns that are referred to as ‘findings’. The results emphasised a relationship between social communal values and the historic stories related by the participants. It was hoped that by having the opportunity to involve users throughout the process and by discussing open-ended questions, that the most objective valuations possible would be achieved. However, a deficiency occurred during the process of testing prototypes, which had the effect of decreasing the reliability of the test. It also emerged that correlating all the data proved more difficult to produce answers as accurately and consistently as possible. Subsequently the author is proposing a number of follow-on design research methodologies, investigating and exploring further the significant values embodied in the Jordanian flag. Namely: Faith in one God Humanity Humility National spirit Virtue Social justice Aspiration Despite these difficulties, however, this research-based activity proved to be an invaluable achievement in terms of personal practice and recorded data as a result of testing the open ended-questions and demonstrated the ability to produce design documentation with its own unique features.

abstract: This action research addressed teacher effectiveness in supporting students’ critical thinking skills by implementing differentiated instructional strategies in eight 3rd- and 4th-grade, self-contained, inclusive classrooms. This study addressed how third- and fourth-grade teachers perceived their instructional effectiveness, how differentiated instructional strategies influence third- and fourth-grade teachers, and how third- and fourth-grade teachers make further use of differentiated instruction to support students’ critical thinking skills across cultures, linguistics, and achievement levels to increase student achievement. Out of the enrollment in a southwest Phoenix elementary school, there was a 35% mobility rate; 76%, free and reduced lunches; 35%, Spanish-speaking homes; 10%, ELL services; and 10%, special education. The school was comprised of 52 certified teachers, out of which there were five related arts teachers, and four teachers who served gifted and special education students. Participants included all eight third- and fourth-grade teachers, 75% female and 25% males; 75% identified as Caucasian and 25% Hispanic/Latina, middle-class citizens. Professional development training was provided to these eight individual teachers during four months on differentiated instructional strategies to support students’ critical thinking. At this study’s beginning, these teachers perceived an obstacle to supporting students’ critical thinking as they struggled to learn new curriculums. Persevering through this challenge, teachers discovered success by implementing design-thinking, developing students’ growth mindsets, and utilizing cultural responsive teaching. These teachers identified three differentiated instructional strategies which impacted students’ academic progress: instructional scaffolds, collaborative group work, and project-based learning. Building upon linguistic responsive teaching, cultural responsive teaching, and Vygotsky’s socio-cultural theory, teachers revealed how to support students’ critical thinking through the use of graphic organizers, sentence frames, explicit instructions, growth mindsets, cultural references, and grouping structures. In addition, the outcomes demonstrated teachers can make further use of differentiated instruction by focusing on instructional groups, teachers’ mindsets, and methods for teaching accelerated learners. This study’s results have implications on teachers’ perception toward using differentiated instructional strategies as a viable method to support the multiple ways all students learn. / Dissertation/Thesis / Doctoral Dissertation Leadership and Innovation 2018

Atualmente as organizações enfrentam grandes desafios como por exemplo a necessidade de reduzir o ciclo de vida de produtos e serviços, enfrentar exigências de qualidade superiores, menores tempo de desenvolvimento e menores custos de produção, devendo buscar a excelência produtiva mas, contraditoriamente também sendo cobradas pelo desenvolvimento de inovações e pela busca de maior agilidade. Neste cenário verifica-se o aumento na importância das startups, organizações que exploram novas oportunidades no mercado e que apresentam grande potencial para geração de inovações radicais. Apesar do aumento da sua relevância, ainda existem poucos modelos elaborados e validados, capazes de auxiliar estas organizações em seu processo inicial de estruturação de operação. Como consequência, atualmente as startups podem adotar técnicas inadequadas à sua realidade, reconhecidamente burocráticas, inflexíveis e pouco inovadoras. Buscando reduzir esta lacuna de conhecimento este estudo propõe um Framework Cíclico que visa contribuir com as startups em seu processo de geração e refinamento de conceitos e na estruturação inicial da sua operação, tendo como objetivo facilitar o atingimento do sucesso. Para o seu desenvolvimento inicialmente foi realizada ampla revisão bibliográfica, resultando numa primeira versão do Framework. Esta versão foi utilizada para a realização de dois estudos de caso que, em conjunto com a qualificação, resultou em alterações no seu layout porém manteve suas características essenciais. Uma segunda versão do Framework Cíclico foi avaliada em um painel que contou com a participação de 8 especialistas em startups, profissionais conceituados cujas observações foram analisadas utilizando de Análise Qualitativa, resultando numa mudança de etapa no Framework, incorporando o Canvas do Value Proposition Design e algumas contribuições no detalhamento das etapas. Com a terceira versão do Framework estruturada foi realizada uma survey que contou com a participação de 88 empreendedores de startups consideradas de sucesso. Para isto, de forma a estabelecer a amostra da pesquisa foram selecionadas startups com existência de mais de um ano, já aceleradas ou em processo de aceleração em aceleradoras brasileiras. Os resultados obtidos foram trabalhados com aplicação de Análise Qualitativa e Análise Fatorial e, como resultados, ocorreu a mudança de posicionamento de uma etapa, além da contribuições que destacam alguns pontos de atenção no desenvolvimento das diferentes etapas. Assim, foi obtida a versão final do Framework Cíclico, correspondendo ao objetivo proposto para este estudo, auxiliar na geração e refinamento de conceitos e estruturação da operação inicial de negócios inovadores. / Currently organizations face major challenges such as the need to reduce product and service life cycles, to obtain higher quality standards and lower production costs, aiming to obtain excellence in production but, contradictorily, aiming to develop significant innovations and to foster more agility. In this scenario it is possible to observe the growing importance of startups, emerging companies that explore new market opportunities and have big potential for the generation of radical innovations. Despite the increase of their relevance, until now there are few structured and validated models, capable of contributing with these organizations in their initial phases. As a consequence, currently startups can only adopt techniques that are inadequate to their reality since they are bureaucratic, inflexible and little innovative. Aiming to reduce this gap of knowledge, this research proposes a Cyclic Framework that aims to contribute with the startups in their process of generation and refinement of concepts and in the initial structuration of its operation, in order to facilitate the achievement of success. For the development of the first version an extensive literature review was performed. This version of the Framework was applied in two case studies that, in conjunction with the qualification, resulted in changes in the layout of the Framework but maintained its essencial characteristics. This second version of the Cyclic Framework was evaluated in a panel that counted with the participation of 8 specialists in startups, recognized professionals whose observations have been analyzed with the application of qualitative analysis. As a result a stage changed in Framework, including Canvas of Value Proposition Design and some other contributions were incorporated into the detailed steps of the Framework. Considering this third version of the Framework structured and validated, a final survey was performed and 88 entrepreneurs of startups participated. The sample for this research was selected at startups with existence of more than one year, that are already accelerated or in acceleration process at Brazilian accelerators. The obtained results were analyzed with the application of Qualitative Analysis and quantitative Factor Analysis and, as results, there was a change in the position of a step and the improvement of points of attention in the development of different steps. As a result the final version of the Cyclic Framework was developed and the main objective of this study was obtained, the development of a tool to contribute in the generation and improvement of concepts and structuring in the initial operation of innovative businesses.

Submitted by Clebson Anjos (clebson.leandro54@gmail.com) on 2015-12-09T20:54:13Z No. of bitstreams: 1 arquivototal.pdf: 2363512 bytes, checksum: b361ceab4c61763eead69646a123f90c (MD5) / Made available in DSpace on 2015-12-09T20:54:13Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 2363512 bytes, checksum: b361ceab4c61763eead69646a123f90c (MD5) Previous issue date: 2015-02-27 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The need for constant renewal organizations undertake to remain at the forefront of the dynamic demands of the market and society as well as the indispensable quest for expansion and business development have required practical approaches to foster creativity and to enable change, given that established processes to manage such objectives are not easily identified. By doing so, this organizational model facilitates the re-assessment the scope and proposal of each organization as a pathway to reinvention. Among numerous approaches, the Canvas method has been utilized by organizations with different sizes and backgrounds. It is presented as a model of renowned efficiency as it proposes not only structure but also a means to foment creative thinking, collaborative work, and the organization and its relationships as a whole. This study is aimed at the examination of the use of the Canvas methodology in promoting organizational planning and development within a managerial group focused on the service industry, food and trade. It takes into consideration concepts drawn from the literature regarding the perception of business professionals about the Canvas method and its application in aforementioned organizational context. This qualitative research study relied on observation and descriptive narrative and data derived from the review of documents and from interviews of managers and the consultant involved in the implementation of the methodology. The conclusion reveals that the implementation of the Canvas was successful as it made use of the original proposal developed by Professor Alexander Osterwalder. It also reveals that the successful implementation is the result of the strong entrepreneurship culture of the managers, of the advanced level of organizational maturity, of the favorable conjuncture, and of the approach with which the managers absorbed the methodology as a mental model. / A necessidade de constante renovação das organizações para fazer frente às demandas dinâmicas do mercado e da sociedade, juntamente com a imprescindível busca pela expansão e desenvolvimento de novos negócios tem requerido formas mais práticas de fomentar a criatividade e viabilizar a mudança, uma vez que não se verificam processos estabelecidos para gerenciar tais objetivos. É nesse sentido que a modelagem organizacional tem permitido reavaliar o perfil e a proposta de atuação de cada empresa como uma forma de se posicionar e se reinventar. Dentre as diversas abordagens, a metodologia Canvas vem sendo utilizada em organizações dos mais diversos tipos e setores e se apresenta como um modelo de reconhecida eficiência ao propor não apenas uma estrutura, mas um modo de fomentar o pensamento criativo, uma forma de trabalho colaborativa, e que considera a organização e suas relações como um todo. Esse estudo pretende verificar como o uso da metodologia Canvas proporciona o planejamento e desenvolvimento organizacional num grupo empresarial que atua nos setores de serviço, alimentação e comércio, considerando para isso, os conceitos da literatura e a percepção de valor por parte dos gestores ao descrever como o Canvas tem sido aplicado nesse contexto organizacional. Para tanto, a pesquisa se deu de forma qualitativa, através de um estudo de caso, com observação participativa, se utilizando de dados provenientes de documentos e entrevista com os gestores e o consultor envolvido na implantação. A investigação concluiu que o estabelecimento do Canvas se deu de forma bem sucedida ao utilizar a proposta original do professor Alexander Osterwalder e que, além disso, o resultado positivo também ocorreu devido à forte cultura empreendedora dos gestores, ao estado de maturidade organizacional, à conjuntura favorável e em decorrência da forma como os gestores absorveram a metodologia enquanto esquema mental.

Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-03-14T23:38:55Z No. of bitstreams: 1 MarciaKafensztok_DISSERT.pdf: 12673710 bytes, checksum: ba1fc2a93edecd36447d60403e03e2f8 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-03-16T22:33:59Z (GMT) No. of bitstreams: 1 MarciaKafensztok_DISSERT.pdf: 12673710 bytes, checksum: ba1fc2a93edecd36447d60403e03e2f8 (MD5) / Made available in DSpace on 2017-03-16T22:33:59Z (GMT). No. of bitstreams: 1 MarciaKafensztok_DISSERT.pdf: 12673710 bytes, checksum: ba1fc2a93edecd36447d60403e03e2f8 (MD5) Previous issue date: 2016-08-16 / A PRIMAR, uma fazenda de aquicultura org?nica com voca??o para pesquisas e desenvolvimento (P&D) de projetos inovadores em aquicultura estuarina, com amplo reconhecimento de seus projetos a n?vel nacional e internacional perde, com o falecimento de seu idealizador, o bi?logo respons?vel pela P&D na empresa. Colaboradores da PRIMAR, amigos e familiares, assumem a gest?o da empresa e, em retribui??o aos servi?os prestados ? aquicultura brasileira por mais de 20 anos, v?rios profissionais da ?rea oferecem seus conhecimentos em aquicultura para manter o suporte tecnol?gico necess?rio ? continuidade da PRIMAR. Para gerir e dar continuidade ?s atividades da empresa, a nova gestora da PRIMAR, uma profissional do Design, inicia a aplica??o de seus conhecimentos num processo de Design Thinking. Come?a ent?o o trabalho de resgate dos conhecimentos produzidos na PRIMAR sobre os animais cultivados, sua hist?ria, registros, planos de neg?cios, projetos futuros e network. Com a coopera??o dos colaboradores e seus conhecimentos sobre os hist?ricos dos cultivos de aquicultura, come?a uma revis?o nos formatos dos controles e registro dos procedimentos rotineiros de produ??o, enquanto novos processos de comunica??o v?o sendo constru?dos e incorporados. Os projetos de comunica??o visual s?o usados como ferramentas b?sicas de apoio aos procedimentos operacionais. Os tr?s artigos cient?ficos que integram o presente memorial descritivo, descrevem os processos, metodologias e resultados obtidos nas interfer?ncias do Design de Informa??o nas rotinas da PRIMAR. As solu??es geradas foram implantadas e uma pesquisa interna com os colaboradores demonstra a contribui??o do Design de Informa??o na comunica??o entre os colaboradores e no entendimento dos procedimentos das rotinas da PRIMAR. / PRIMAR is an organic aquaculture farm with a vocation for research and development (R & D) of innovative projects in estuarine aquaculture, with wide recognition of its projects at national and international level loses, with the death of its founder, the biologist responsible for R & D in company. PRIMAR employees, friends and family, take the management of the company and in return for services rendered to the Brazilian aquaculture for more than 20 years, several professionals offer their expertise in aquaculture to maintain the technological support necessary to continue the PRIMAR. To manage and continue the activities of the company, the new manager of PRIMAR, a professional designer, starts the application of her knowledge in the process of Design Thinking. Then starts a rescue of the knowledge produced in PRIMAR on aquaculture farming, its history, records, business plans, future projects and networking. With the cooperation of the employees and their knowledge of the historical of aquaculture farming, started a review of the control and recording formats, to the routine production procedures, while new communication processes were being built and incorporated. The visual communication projects are used as basic tools to support operational procedures. The three scientific manuscript that integrate the present descriptive memorandum, describe the processes, methodologies and results with the interference of the design. The generated solutions have been deployed and an internal survey of employees shows the contribution of design in communication between employees and understanding of the procedures of routines PRIMAR.

Historicamente, os concursos públicos de projetos de Arquitetura e Urbanismo produzem material que apresentam diferentes soluções a um mesmo problema. Do edital até a seleção de projetos, o concurso é um processo que permite oportunidades de investigação por meio de vários enfoques. Cientes da importância da produção intelectual resultante desses concursos, pesquisadores da UNIRITTER e UFRGS, em parceria com o Instituto de Arquitetos do Brasil – Departamento do Rio Grande do Sul (IAB/RS), formataram um Acervo que contém o material de concursos realizados no Rio Grande do Sul. Esta pesquisa é inspirada em parte do conteúdo desse Acervo. O foco desta pesquisa está sobre resultados de análises que investigam a influência da formulação do problema em soluções projetuais das propostas classificadas em Concursos de Projetos Urbanos no RS, selecionados entre 2006 e 2016. Para desenvolver a metodologia da pesquisa, utilizou fundamentos do Design Thinking, uma abordagem que permite focar tanto no usuário quanto no problema em si, objetivando soluções mais precisas. Assim, esta pesquisa analisou o problema e a solução para Projetos Urbanos, propondo uma Matriz de Análise a partir de fundamentos da abordagem do Design Thinking. As bases dos concursos foram consideradas a proposição do problema, enquanto os resultados dos concursos, ou seja, os projetos classificados, foram utilizados como o valor gerado pelo concurso. O processo de comparação entre bases dos concursos (proposição do problema) e solução (projetos classificados/atas de julgamento) foi determinado como a incógnita da equação. Desse modo, se estabeleceu a questão de pesquisa que questionou a influência da proposição do problema sobre a resposta em Projetos Urbanos resultantes de concursos. Por meio do uso de ferramentas de análise da retórica da linguagem verbal e visual, aplicadas tanto sobre as bases dos concursos selecionados, quanto nas propostas projetuais classificadas, a pesquisa comparou o problema (bases dos concursos), as soluções propostas (projetos) e a seleção do júri (classificação). A investigação foi dividida em quatro etapas principais, na qual a primeira se concentrou em explorar o Acervo e desenvolver critérios de seleção de amostra, além de fundamentar a pesquisa por meio de revisão de literatura; a segunda etapa teve o foco voltado para o desenvolvimento da Matriz de Análise e seleção e aplicação de ferramentas de retórica verbal e visual; a terceira etapa foi o momento de tabulação e análise de dados; a quarta e última etapa da pesquisa foi a base para a consolidação dos dados e análise dos resultados. A principal contribuição da pesquisa foi misturar métodos de diferentes abordagens para entender a relação entre problema e solução em Projeto Urbano, o que pode revelar meios para uma melhor elaboração do problema de projeto em concursos futuros. Além disso, fomenta o debate sobre a formulação dos problemas em Projetos Urbanos de concursos públicos. O estudo também apresentou recomendações para melhoria da composição de acervo existente e estudos futuros. / Historically, public tendering for Architecture and Urbanism projects produce material that show different solutions to the same problem. From the public notice to the project selection, public tendering is a process that permits investigation opportunities via plenty of approaches. Aware of the importance of the intellectual production that results from these public tenderings, UNIRITTER and UFRGS researchers, along with the Brazilian Architects’ Institute – Rio Grande do Sul section (IAB/RS), formulated a archive that contains the material made in public tenderings in Rio Grande do Sul. This research is inspired in part of this archive. The focus of this research is about the results of analysis that investigate the influence the formulation of the problem in projectual solutions of the classified propositions classified in urban project public tenderings in Rio Grande do Sul, selected between 2006 and 2016. To develop the research methodology, we used fundamentals of Design Thinking, an approach that allows to focus on the user and also on the proble itself, aiming for more precise solutions. So, this research analyzed the problem and solution for Urban Projects, proposing a matrix of analysis on the basis of Design Thinking Approach. The public tendering bases were considered as the proposition of the problem, while the results of the exams, that is, the classified projects, were used as the value generated by the tendering. The comparative process between tendering basis (proposition of the problem) and solution (classified projects/adjudgment acts) was determine as the unknown element of the equation. In that way, it was established that the research question that questioned the proposition of the problem’s influence over the answer in Urban Project that resulted from public exams. Through the use of tools of analysis of rhetoric of verbal and visual language, applied over the bases of the selected tendering, and also on the classified projectual propositions, this research compares the problem (public tendering basis), the proposed solutions (projects) and the jury selection (classification). The investigation was divided in four main stages, in which the first focused on exploring the archive and develop sample selection criteria, also fundamenting the research by means of literature revision; the second stage focused on the development of the matrix of analysis, selection and application of tools of analysis of rhetoric of verbal and visual language; the third stage was the tabulation and data analysis; the fourth and last research stage was the basis of the data consolidation and analysis of the results. The main contribution of the research was to show methods of different approaches to understand the relation between problem and solution in Urban Projects, something that can reveal means to a better elaboration of the project’s problem in future public tenderings. Also, it stimulates the debate about the formulation of problems in Urban Projects public tenderings. This research also shows recommendations to improve the composition of the existing archive and its future studies.

abstract: A reform movement in the United States has focused on STEM education and 21st century soft skills such as critical thinking, communication, collaboration, and creativity. This spotlight on STEM instruction provided an opportunity to explore how K-14 STEM teacher participants perceived a Design Thinking Instructional Problems (DTIP) approach to developing instructional lessons. The study used a convergent parallel mixed-methods design with a survey instrument and a multiple case study focused on K-14 in-service STEM teachers. Data were collected from teacher participants during two five-week summer Research Experience for Teachers (RET) programs as part of two separate National Science Foundation (NSF) funded Engineering Research Centers (ERC) located at a large southwestern university in the United States (n=16). The study was conducted over three phases. During Phase I and II, teacher participants experienced a Design Thinking Overview workshop and weekly DTIP professional development sessions to facilitate the development of an RET instructional lesson. Pre- and post-program DTIP surveys and background interviews were conducted with all teacher participants (n=16). From this original group, teacher participants were selected as cases. Implementation observations and post-implementation interviews were conducted with these case-teachers (n=10). The study included frequency analysis and descriptive statistics of survey data. Qualitative data were analyzed using direct interpretation, thematic analysis, and open coding with the constant comparative method. A variety of arrays, summaries, and matrices were used to visualize patterns across and within individual case-teacher results. All 16 teacher participants viewed themselves as designers solving complex instructional problems. All 16 teacher participants found the DTIP professional development sessions to have somewhat to very much provided additional value during their RET summer programs. Six of the 10 case-teachers perceived the DTIP model graphic as mostly to completely corresponding to the way in which they developed their RET instructional lesson. Lastly, eight of the 10 case-teachers chose to embed a Design Thinking student learning strategy into the RET instructional lesson they developed. / Dissertation/Thesis / Doctoral Dissertation Educational Technology 2018

O presente estudo tem como objetivo analisar o processo de tomada de decisão de um empreendedor de sucesso, desde a decisão de criação da empresa até a sua implementação, identificando as boas práticas realizadas. A empresa estudada foi a Ciao Mao, marca de calçados brasileira fundada em 2007, que teve destaque ao conquistar diversos prêmios de design no Brasil e exterior e obter reconhecimento por seu caráter inovador, sendo considerada em publicações especializadas como um dos grandes destaques do empreendedorismo nacional. A empreendedora em questão, Priscila Callegari, continua na direção executiva da organização desde sua criação e é a principal tomadora das decisões estratégicas. Por essa empresária ter uma formação em design e não em administração, o processo de criação da empresa não seguiu com rigor nenhum modelo de administração estratégica, porém foi notável o processo estruturado de pensamento em suas tomadas de decisões e uma habilidade em gerar soluções inovadoras, sendo este o grande fator motivador para o presente trabalho. Seguindo a proposta de um mestrado profissional, o trabalho faz uma análise da prática para a teoria, tendo natureza exploratória e abordagem qualitativa. A metodologia utilizada foi a de um estudo de caso único realizado em profundidade com um observador participante, sendo este o próprio autor do trabalho que também ocupa o cargo de gerente comercial e marketing da Ciao Mao desde 2009. A análise verificou convergências e divergências entre as teorias de tomada de decisão estratégica e o caso prático, assim como identificou afinidades com as teorias de design thinking e design estratégico. Observou-se que uma empresa empreendedora tem desafios diferentes de uma grande corporação. Ao tratarmos do processo de tomada de decisão, um empreendedor tem a vantagem de possuir mais liberdade nas suas escolhas, porém tem o desafio de assumir os riscos integralmente, em especial com produtos inovadores, onde a previsibilidade de resultados é baixa e os riscos são inerentes. Dado a restrição de recursos de um empreendedor, o desafio em toda decisão estratégica foi viabilizar a existência da empresa sem perder o senso do possível, ou seja, vislumbrando novas soluções criativas e assumindo riscos de forma consciente. A análise do caso mostrou que nem sempre a solução ideal é a solução viável. Os estudos de teorias de design demonstraram que uma das principais contribuições do designer é sua capacidade de identificar necessidades não atendidas ou mal atendidas e a partir desse conhecimento gerar soluções criativas para solucioná-las com os recursos disponíveis. Outro fator identificado foi a importância do preparo para a criação de um negócio sustentável. Através do estudo realizado também se concluiu que uma das principais habilidades da empreendedora foi ser uma líder agregadora. A empresária tinha autoconhecimento das suas competências e limitação, e soube otimizar os diversos elos da cadeia de valor articulando os envolvidos para um objetivo comum. Para isso buscou entender os impactos que suas decisões tinham a cada um dos participantes dessa rede e desenvolveu soluções criativas agregando valor em cada um dos elos. O trabalho traz como contribuição principal a descrição de uma série de práticas adotadas pela empresária no processo de tomada de decisão estratégica que podem servir de inspiração para outros empreendedores. / The present study has the purpose of analyzing the decision-making process of a successful entrepreneur and identifying good practices adopted by this professional. The case studied is of a Brazilian footwear brand, Ciao Mao, founded in 2007. The enterprise has won five design awards in Brazil and abroad and it was considered one of the greatest highlights of Brazilian innovative entrepreneurship by several specialized publications. The entrepreneur, Priscila Callegari, has been the executive director of the organization since its start; therefore she is the main responsible for the decision-making of every strategy of the company. She didn\'t have a Business Administration background, she has graduated and worked as a designer her whole career, therefore the company in its creation did not strictly followed any strategic management model. However there was evidences that she had a structured thinking process in her decision-making that generated innovative solutions. Following the proposal of a professional master\'s degree, the paper made an analysis from practice to theory. It has an exploratory nature, a qualitative approach and it used the methodology of a single case study in depth with a participant observer. The author of this research holds the position of sales and marketing manager of Ciao Mao in the past eight years. The analysis verified convergences and divergences between theories of strategic decision-making and the practical case, as well as it identified affinities with theories of design thinking and strategic design. The study of the case showed that when dealing with the decision-making process, an entrepreneur had the advantage of having more freedom in her choices, but she had the responsibility of taking full risk for every decision. This matter is especially important when dealing with innovative products which has low predictability of results. Every strategic decision taken by the entrepreneur had to be well thought and bring new creative solutions while taking risks in a conscious way. Since she had restricted resources of time, team and money, the viable solution was not always the ideal one. The study showed that one of the main contributions of a designer in an organization is her ability to identify unmet needs and generate creative solutions to solve them with the available resources. The analysis also concluded that one of the main skills of the studied entrepreneur was her ability to be an aggregator leader. The entrepreneur had self-knowledge of her skills and limitation, and knew how to optimize the various links in the value chain by articulating all of those parties involved to a common goal. In order to do this, she had to understand the impacts that her decisions had on each one of the participants of this network and she developed creative solutions adding value in each of the links. The main contribution of the work is the description of a series of practices adopted by this businesswoman in the process of strategic decision making that can serve as inspiration for other entrepreneurs.

O objetivo do presente trabalho é analisar a adequação e o alinhamento da metodologia de desenvolvimento de produtos de acordo com o tipo de projeto, comparando-se projetos baseados em Design for Six Sigma (DFSS) e Design Thinking (DT) em uma mesma empresa. Optou-se pela estratégia de pesquisa qualitativa, com o desenvolvimento de um estudo de caso, realizado no período de dezembro de 2015 a março de 2016, em uma empresa multinacional do setor financeiro, que utiliza ambas as metodologias. O estudo envolveu a análise de dados de oito projetos, sendo quatro DFSS e quatro DT. Para a interpretação e síntese dos resultados, utilizou-se a estatística descritiva e o teste de mediana de Mood. Os resultados indicam que o tipo de projeto e o tipo de problema afetam a escolha da metodologia, sendo possível refletir sobre a utilização de abordagens soft mais voltadas para negócios, ao invés da aplicação de abordagens hard. Projetos DT estão mais alinhados aos conceitos de projetos soft e comumente são utilizados na solução de problemas abertos. Por outro lado, projetos DFSS estão mais alinhados aos conceitos de projetos hard e geralmente são utilizados na solução de problemas fechados. Verificou-se também que o questionário de pesquisa pode ser empregado como um framework de análise para a seleção correta da metodologia a ser utilizada. / The aim of this study is to analyze the appropriateness and the alignment of product development methodology according to the project type, comparing projects based on Design for Six Sigma (DFSS) and Design Thinking (DT) in the same company. A qualitative research strategy was applied, with the development of a case study, carried out from December 2015 to March 2016, in a multinational financial company, which applies both approaches. The study involved eight projects data analysis, four DFSS and four DT. To the interpretation and synthesis of the results, descriptive statistics and the Mood median test was applied. The results indicate that the project type and the problem type affect the choice of the methodology and it is possible to reflect on the use of soft approaches more focused on business instead of applying hard approaches. DT projects are more aligned with the concepts of soft projects and are commonly used in solving ill structured problems. On the other hand, DFSS projects are more aligned with the concepts of hard projects and are commonly used to solve well structured problems. It was also found that the survey questionnaire can be used as an analytical framework for the correct selection of the methodology to be applied.