Assignment Rubric - design thinking

Challenge & Selection

In 2009 my friend Luca came to me wanting to launch a brand of clothes that spoke about Maranhão (a region of northeastern Brazil). However, historically, there were only two brands that did very well in .  has a facility of exporting lifestyle and fashion for being one of the main postcards of Brazil. In Maranhão, the clothes that were manufactured were usually destined for tourists and did not have a personality. They were just "souvenirs" of the city. Knowing this I talked with Luca and suggested the application of some techniques of Design Thinking. Initially, we needed to understand the problem from the point of view of our consumer (empathy), and for this we began to look at which brands our target public most liked to use and interact with them to delve into the motives that made them buy these products. We realized that our target audience looked a lot like us and we consumed the same brands from other locations in Brazil. Knowing this we already had an idea of  how to start to validate the idea by doing a benchmarking with these brands that we consumed.

Application

As the goal was to launch a brand that spoke of Maranhao, it was natural to start talking about how Maranhão came about, who we were colonized, what people invaded us, and what heritage these people left us. After a very deep research on the history of Maranhão, the ﬁrst collection of the brand with prints of some postcards of the state appeared in stylized form, taking as references the type of design of the brands that we used and put to sell. It was a success!!!

Insight & Approach

With this we discovered that people loved to wear clothes that showed pride in being from the region and still did not do it because they did not have a more fashionable option. We took advantage of this insight and used this approach to bring our public even closer to the process of manufacturing clothes and stamping some features that only the people who lived in Maranhao knew and liked to be identiﬁed by such characteristics. In this way, the collections have a very strong word of mouth, without the need for large investments in advertising, because the customers themselves make a point of advertasing. Today I also work in a large shopping mall and will use the design thinking to redirect the way of communicating that the mall uses today. After this course, I learned some techniques and application steps of design thinking and especially the strength of storytelling to delight consumer. -----------------------------------------------------------------------------

Última modiﬁcação:  21 de abr de 2019


Assignment Rubric - design thinking Challenge & Selection In 2009 my friend Luca came to me wanting to launch a brand of clothes that spoke about Maranhão ( a region of northeastern Brazil ) . However , historically , there were only two brands that did very well in . has a facility of exporting lifestyle and fashion for being one of the main postcards of Brazil . In Maranhão , the clothes that were manufactured were usually destined for tourists and did not have a personality . They were just " souvenirs " of the city . Knowing this I talked with Luca and suggested the application of some techniques of Design Thinking . Initially , we needed to understand the problem from the point of view of our consumer ( empathy ) , and for this we began to look at which brands our target public most liked to use and interact with them to delve into the motives that made them buy these products . We realized that our target audience looked a lot like us and we consumed the same brands from other locations in Brazil . Knowing this we already had an idea of how to start to validate the idea by doing a benchmarking with these brands that we consumed . Application As the goal was to launch a brand that spoke of Maranhao , it was natural to start talking about how Maranhão came about , who we were colonized , what people invaded us , and what heritage these people left us . After a very deep research on the history of Maranhão , the ﬁrst collection of the brand with prints of some postcards of the state appeared in stylized form , taking as references the type of design of the brands that we used and put to sell . It was a success ! ! ! Insight & Approach With this we discovered that people loved to wear clothes that showed pride in being from the region and still did not do it because they did not have a more fashionable option . We took advantage of this insight and used this approach to bring our public even closer to the process of manufacturing clothes and stamping some features that only the people who lived in Maranhao knew and liked to be identiﬁed by such characteristics . In this way , the collections have a very strong word of mouth , without the need for large investments in advertising , because the customers themselves make a point of advertasing . Today I also work in a large shopping mall and will use the design thinking to redirect the way of communicating that the mall uses today . After this course , I learned some techniques and application steps of design thinking and especially the strength of storytelling to delight consumer . ----------------------------------------------------------------------------- Última modiﬁcação : 21 de abr de 2019