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No. of bitstreams: 1 Experiência do funcionário_uma análise empírica no varejo_V3.pdf: 617106 bytes, checksum: 77b1be3848411f2d816c99de61c03990 (MD5) Previous issue date: 2018-07-03 / A experiência está no centro das discussões sobre atendimento ao cliente e os funcionários que trabalham no varejo, os vendedores, também ajudam a melhorar ou comprometer a experiência dos clientes já que que a satisfação do cliente é formada em todas as interações com a empresa. Dessa forma, a valorização da experiência do funcionário surge como uma forma de aumentar a competitividade do varejista por meio da elevação dos níveis de satisfação e engajamento dos vendedores. O presente trabalho tem o objetivo de investigar e descrever como uma organização varejista pode melhorar a experiência de seus vendedores utilizando a abordagem do design thinking. Por meio da revisão bibliográfica buscou-se identificar, entender e com isso resumir três grandes temas essenciais a esse trabalho, são eles: o varejo e suas características, os modelos de competitividade e os conceitos e princípios da experiência do funcionário. A partir da revisão bibliográfica pudemos identificar uma série de conceitos fundamentais, dentre eles as três dimensões da experiência do funcionário (espaço físico, cultura e tecnologia) e que é crucial envolver o próprio funcionário em projetos colaborativos para redesenhar sua experiência. A escolha do método de pesquisa nos levou a escolha do design thinking como forma de aplicar seus três princípios fundamentais: empatia, colaboração e experimentação (BROWN, 2008). A metodologia consistiu num estudo de caso de uma realidade específica de um grande varejista nacional onde foi possível conduzir uma survey com os funcionários da organização, realizar observação direta do dia a dia desse grupo e por fim, envolver a todos em uma sessão colaborativa de design thinking com grupos multidisciplinares. Durante as sessões foi possível utilizar os resultados da survey, a da etapa de observação direta para identificar as personas que representam esses funcionários: os vendedores e os funcionários administrativos. Vale aqui ressaltar que o foco do presente trabalho é nos vendedores que, conforme sugeriu a revisão bibliográfica, são parte fundamental no aumento da competitividade dos varejistas por estarem sempre em contato com o cliente. Os funcionários administrativos foram representados como forma de evidenciar a importância de avaliar cada grupo considerando suas peculiaridades. Além de identificar as personas, o objetivo das sessões de design thinking foi descrever a jornada de cada grupo de funcionários e construir o mapa da empatia (forma de sintetizar ações, comportamentos, sentimento e emoções). Como resultado, foram levantadas iniciativas para cada um dos dois grupos, representados pelas personas. As iniciativas permearam as três dimensões da experiência do funcionário. Por fim, pudemos observar que ao dividir os funcionários levando em conta as particularidades de cada um, seja pelo local ou pela natureza do trabalho, foi possível propor iniciativas relativamente simples de serem implementadas e com grande potencial de impactar positivamente na experiência dos vendedores. O trabalho sugere ainda uma proposta de continuidade que contempla as etapas aqui descritas bem como recomendações para as próximas etapas. / Experience is at the heart of customer service discussions and retail employees, the salespeople, also help to improve or compromise the customer experience since customer satisfaction is conceived by all interactions with the company. In this way, the appreciation of the employee experience emerges as a way to increase the competitiveness of the retailer by raising the levels of satisfaction and engagement of the salespeople. The present work aims to investigate and describe how a retail organization can improve the experience of its salespeople using design thinking approach. Through the bibliographic review, we tried to identify, understand and summarize three major themes essential to this topic: retail and its characteristics, competitiveness models and the concepts and principles of employee experience. From the bibliographic review, we were able to identify several fundamental concepts, among them the three dimensions of the employee's experience (physical space, culture and technology) and the importance to involve the employee himself in collaborative projects to redesign his experience. The choice of the research method led us to choose design thinking as a way to apply its three fundamental principles: empathy, collaboration and experimentation (BROWN, 2008). The methodology consisted of a case study of a specific reality of a large national retailer where it was possible to conduct a survey with the employees of the organization, to carry out direct observation of the daily life of this group and, finally, to involve them all in a collaborative design session with multidisciplinary groups. During the sessions, it was possible to use the results of the survey and of the direct observation stage to identify the personas that represent these employees: salespeople and administrative employees. It is worth mentioning that the focus of the present study is on the salespeople who, as suggested by the bibliographic review, are a fundamental in increasing the competitiveness of retailers because they are always in contact with the customer. The administrative staff were represented to highlight the importance of evaluating each group considering their peculiarities. In addition to identifying the personas, the purpose of design thinking sessions was to describe the journey of each group of employees and to elaborate a empathy map (a way to synthesize actions, behaviors, feelings and emotions). Thus, initiatives were raised for each of the two groups, represented by the people. The initiatives permeated the three dimensions of the employee's experience. Finally, we could observe that by dividing the employees considering the particularities of each one, whether by the place or by the nature of the work, it was possible to propose relatively simple initiatives to be implemented and with great potential to positively impact on the experience of the salespeople. The paper also suggests a continuity proposal that includes the steps described here as well as recommendations for the next steps.

Design Thinking is a prototype-driven, solution-based and human-centered innovation approach and design process that has been receiving a growing amount of attention in both the industry and research during the last decade. In this paper we intend to evaluate Design Thinking in relation to the in-house design process of the digital transformation agency Mogul AB. Their process, called the Four Step Model, was developed by the design team as a result of years of experience and evaluation of best-practice. The aim of our study is to compare Design Thinking’s initial phases Empathize and Define to the corresponding strategy phase in the Four Step Model. Using this comparison we aim to evaluate in what way Design Thinking could be integrated in the Mogul’s Four Step Model in order to obtain a more human-centered process and result. This study is based on a) research on Design Thinking and human-centered design processes b) interviews with representatives from Mogul's design team, and c) documentation from our own work process, producing a recruitment site for Mogul, where we used Design thinking as our working method. Our study shows that Mogul's design process would benefit from integrating a number of tools and mindsets from Design Thinking. Our key findings suggest that the Four Step Model should be more iterative and include the end user in an extended degree during the whole design process, and especially during the initial stages of the process. The Four Step Model would also benefit from more tangible tools for obtaining a deeper understanding of the end user’s needs. By embracing these mindsets from Design Thinking, the Four Step Model could become more useful, efficient and human-centered. / Design Thinking är en prototypdriven, lösningsorienterad och människocentrerad innovationsmetod och designprocess som har fått alltmer uppmärksamhet, både i branschen och designforskningen, det senaste decenniet. I denna rapport har vi för syfte att utvärdera Design Thinking i relation till den interna designprocess som används på den digitala transformationsbyrån Mogul AB. Deras process, som kallas Fyrstegaren, har utvecklats av Moguls designteam, och är ett resultat av många års yrkesverksamhet och erfarenhet av best practice. Syftet med vår studie är att jämföra Design Thinkings initiala faser Empathize och Define, med den motsvariga Strategifasen i Fyrstegaren. Med denna jämförelse ämnar vi utvärdera på vilka sätt Design Thinking skulle kunna integreras i Moguls fyrstegare för en mer människocentrerad process och resultat. Studien är baserad på a) forskning om Design Thinking och människocentrerade designprocesser, b) intervjuer med representanter från Moguls designteam, och c) dokumentation från vår egen praktiska produktutveckling av en rekryteringswebbplats till Mogul, där Design Thinking har varit vår arbetsmetod. Studien visar att Moguls designprocess skulle gynnas av att integrera ett antal verktyg och tankesätt från Design Thinking. Våra nyckelfynd föreslår att Fyrstegaren borde bli mer iterativ och inkludera slutanvändaren genom hela processen, främst i dess inledande faser. Fyrstegaren skulle också behöva fler handgripliga verktyg för att skapa en djupare förståelse för användaren och dess behov. Genom att integrera dessa principer från Design Thinking menar vi att Fyrstegaren skulle kunna bli mer ändamålsenlig, effektiv och människocentrerad.

本研究闡述了為因應PC整體市場的逐漸萎縮，以個案公司所處的顯示卡產業如何透過4D服務設計(Service Design)的邏輯及設計思考(Design Thinking)的系統思維，替現有的商業模式(Business Model)詮釋出另一符合未來需求的新商業模式。透過以人為本之價值共創的服務設計模型，確認相關的利害關係人，並實際訪談各利害關係人後，深入分析使用者潛在問題及需求，以不同視角來找出創新的洞見(Insight)。依據此洞見來發展可行的方案，並展開成為完整的服務系統，再將此服務系統雛型具體化產出後進行風險分析。最終的研究結果訴諸以形塑出新的商業模式來具體呈現。

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In a time where competition for software services is big and the time to market crucial, speed and productivity is the key to competing with other organizations. One of the competitors is Spotify, who provide an audio streaming platform to 286 million monthly active users around the world. Due to the number of users, a disturbance in the service has a great impact. In order to avoid disturbances, the back-end developers have to locate and solve the issue fast. To be able to identify user problems and frustrations with a troubleshooting tool, fifteen interviews and five observations were conducted. The resulting data, combined with the five-step Design Thinking model, resulted in the two defined problems: finding specific information and narrowing the problem space. Furthermore, a search feature and a feature to customize the view, were tested on a middle-fidelity prototype to investigate the impact on troubleshooting and the usability of the tool.

<p>Research in pre-college engineering education has been on a sharp rise in the last two decades. However, less research has been conducted to explore and characterize the engineering thinking and engagement of young children, with limited attention to children with special needs. Conversations on broadening participation and diversity in engineering usually center around gender, socio-economic status, race and ethnicity, and to a lesser extent on neurodiversity. Autism is the fastest growing neurodiverse population who have the potential to succeed in engineering. In order to promote the inclusion of children with autism in engineering education, we need to gain a deep understanding of their engineering experiences. </p> <p> </p> <p>The overarching research question that I intend to answer is <i>how do children with mild autism engage in engineering design tasks</i>? Grounding this study in theories of Constructivism and Defectology, I focused on children’s engagement in engineering design practices and the ways their parents supported their engagements. To engage children with mild autism in engineering, I have developed an engineering design activity by considering suggestions from these theories and previous literature on elementary-aged children’s engagement in engineering design, and by focusing on individuals with mild autism strengths in STEM. This activity provides opportunities for children to interact with their parents while solving engineering design problems. The families are asked to use a construction kit and design their solutions to the problem introduced in the engineering design activity. The engineering design activity consists of a series of five challenges, ranging from well- to ill-structed.</p> <p> </p> <p>This is an exploratory qualitative case study, using a multiple case approach. These cases include 9-year-old children with autism and their families. Video recordings of the families are the main source of data for this study. Triangulation of data happens through interviewing parents and children, pictures of children’s artifacts (i.e. their prototypes), and use of the Empathizing-Systemizing survey to capture background information and autism characteristics. Depending on the data source, I utilized different methods including video analysis, thematic analysis and artifact analysis. </p> <p>This study expands our understanding of what engineering design can look like when enacted by children with mild autism, particularly as engineering design is considered to be a very iterative process with multiple phases and actions associated with it. The findings of this study show that these children can engage in all engineering design phases in a very iterative process. Similarities and differences between these children’s design behaviors and the existing literature were discussed. Additionally, some of the behaviors these children engaged in resemble the practices of experienced designers and engineers. The findings of this study suggest that while children were not socially interacting with their family members when addressing the challenges, their parents played an important role in their design engagement. Parents used different strategies during the activity that supported and facilitated children’s engineering design problem-solving. These strategies include soliciting information, providing guidance, assisting both verbally and hands-on, disengagement and being a student of the child. </p> <p> </p> This study provides aspirations for future research with the aim to promote the inclusion of children with neurodiversity. It calls for conducting similar research in different settings to capture the engineering design engagement of children with mild autism when interacting with teachers, peers, siblings in different environments. Additionally, the findings of this study have implications for educators and curators of engineering learning resources.

Kurr is a foodtech startup developing a mobile app with the purpose of answering the question “what to eat?”. The company has built a brand identity in order to stand out among the more than 5,7 apps available in the biggest mobile app markets. As a part of the brand identity, the company aims to implement the emotion of ‘relief’ in the interactions between the app and its users. A unique attribute of ‘relief’ is that it must always appear immediately after some other aroused emotion. The objective of this study was to examine if it is possible to evoke ‘relief’ through a mobile app. Design thinking was the method applied in this study. The method has a big focus on the human, the users of the app in this case, by conducting interviews and user testing throughout the whole process. Phases of generating a big amount of ideas have alternated with phases of filtering out the best ones. To trigger the emotion of ‘relief’, the user flow was split into the following steps; 1. make it easy to get started, 2. motivate to keep on and charge up ‘joy’, 3. generate a climax of the preceding emotion, and 4. evoke the feeling of ‘relief. These steps were then implemented in a prototype. The prototype was later tested and the test results did not show evidence of how the emotion of ‘relief’ can be evoked through a mobile app, but it suggested that the result could differ if the tests were conducted in a real-life situation instead of a test environment. The research showed a significant result that the emotion of ‘joy’ was evoked when interacting with the prototype. The validity of the result should be further investigated though, with new user tests in a real-life environment and with a higher number of participants.

The human body has been considered to be an active element and is a common starting point of fashion design processes. However, during these processes, understanding of the body and how it is used to design is often confined by the body’s standard spatial and structural characteristics. The research presented in this thesis aimed to examine body alternatives in fashion design processes in order to explore and open up for alternative body expressions for developing silhouettes for clothing.  Alternative aesthetic approaches and understandings of the body as a design tool were researched through experimental explorations, reflections, dialogue, and discussions. These created an embodied dialogue between thought and execution which was further developed and informed by the EDI (Embodied Design Ideation) framework for analysing and refining understandings of the interactions between the body, materials, and movement. These explorations and their outcomes bridge the theory of research for the art and research for art and design.   The explorations were based on the varied ways in which the body is perceived during body-material interactions, and were explored through movement, human-technology interfaces, and an exploratory workshop conducted at the Swedish School of Textiles. These explorations expanded our understanding of the body’s aesthetics in relation to material interactions and embodied experiences. The explorations questioned our preconceived conceptions of the body and facilitated a process of re-learning these through fashion design.  The results of the explorations were alternative methods and tools that use the body as a central variable in fashion design. The research culminated in the development of conceptions of the body in design processes that increase the design possibilities by introducing new concepts, tools, and methods. The body alternatives developed provide an openness in terms of design thinking and introduce conceptions of the body that can facilitate or improve design practice. The results have implications for design methods and contribute to methods in general and fashion design education programmes in terms of how they facilitate design processes.

Background – Under the acceleration in globalising tendencies of monopoly capitalism aided by social hyper-connectivity and a supply of cheap international labour, fashion companies struggle to find sufficient agency to manoeuvre their way out of the unsustainable, self-inflicted problems. Since fashion companies' rhetoric on sustainability matters is often far ahead of corporate action, it requires further development and engagement by all actors. Purpose – The purpose is to investigate motivational bases for the engagement in sustainability development (SD) among employees and review the compatibility between management control systems (MCSs) in order to incentivise sustainable behaviour. Methodology – With the Design Thinking approach as baseline, a single case study design is guided by both the resource-based view as well as institutional theory to explore individuals’ motivation for engaging in SD and identify MCS misalignment inefficiencies from a bottom-up perspective. Primary data is sought through semi-structured interviews with employees of the case company, which is complemented by secondary data documents and a conceptual framework grounded in literature. The data is analysed qualitatively and quantitatively through iterative coding cycles in MAXQDA. Findings – The data not only reveals the relative importance of different determining variables of sustainable behaviour at three institutional context levels of analysis, but also allows for their categorisation into behavioural progressions in engaging in SD. Even though varying motivational bases respond to different external stimuli depending on the personal interest in sustainability topics, findings on misalignment inefficiencies point towards informal MCSs requiring reinforcement by formal MCSs. Here, a lack of knowledge or perceived incompatibility with conventional business practices hamper transformational change in SD. Implications – The single case study implies that even though dominant cultural controls have institutionalised sustainability awareness among employees, the fashion SME needs to support the engagement of employees in SD with strong sustainability leadership showing courage behind conviction and assigning clear responsibilities as well as a personal purpose to the corporate sustainability missions. Additionally, MCSs need to be set up that allow for an enhanced learning culture and increase the flow of ideas even beyond corporate walls. Since findings are limited to the single case study as well as to its institutional context, this research refers to general implication of institutional theory with resource-dependent arguments as suggested by Oliver (1997) to incentivise the engagement of employees in SD. Originality– The novelty of the work lies within the Design Thinking approach, as employee profiles on progressive behaviour for engaging in SD are theorised and crucial MCSs incentivising these specific motivational bases are derived for the case company. In addition, the ideation process leads to the theoretical establishment of an incentivisation network in which social relationships between departments are rewarded that enable collaboration, creativity and productivity in favour of SD based on Social Physics.

This thesis aims to depict Syrian refugees' detrimental livelihoods in the area of Izmir, Turkey and to through mapping, prototyping building and analysing two live projects - developed using a combination of Participatory Action Research and Design Thinking - provide examples on how architects and architecture students can work within the field of displacement. The projects are in two different contexts and have been carried out by students at Umeå School of Architecture, including the authors of this paper. The first is about creating a multi-use activity space at the rooftop of TIAFI community centre, located in Basmane - a refugee dense area in the city of Izmir. The second one is based in the nomadic labour camps in the farmlands of Torbali - a peripheral city to Izmir.