Design Thinking como Criação de Significado: O Caso do Descomplica



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Raphael Lobo
Claudio Pitassi

Resumo

Contexto: a linguagem do design foi introduzida na gestão de inovação como um mecanismo para aumentar a criatividade, dada a predominância de uma racionalidade econômica na teoria e na prática da inovação. Entre os discursos do design thinking, a inovação por significado ganhou relevância nas sociedades pós-industriais. Objetivo: explorar a aderência da estratégia do Descomplica ao modelo de inovação por significado. Método: foi realizado um estudo exploratório com abordagem qualitativa e método de análise das narrativas. Resultados: os dados coletados mostram que a empresa possuía uma estratégia para construir e consolidar um relacionamento emocional com seus usuários. Essa conexão emocional pode ser percebida nas narrativas dos alunos, principalmente quando eles estudaram em escolas públicas. Os resultados evidenciaram que os métodos tradicionais de educação podem ser ameaçados pelas EdTechs, principalmente em ambientes onde os controles regulatórios são fracos. Conclusão: embora a inovação por significado tenha se mostrado eficaz do ponto de vista da estratégia do Descomplica, ela não pode ser considerada uma inovação radical no sentido atribuído pela inovação orientada pela sustentabilidade. Os resultados reforçam a urgência de discutir, do ponto de vista organizacional e educacional, os impactos das plataformas on-line.



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Lobo, R., & Pitassi, C. (2021). Design Thinking como Criação de Significado: O Caso do Descomplica. Revista De Administração Contemporânea, 26(1), e190166. https://doi.org/10.1590/1982-7849rac2022190166.en
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