Em abril de 2018, o Consultor de Inovação e Marketing Digital Ignacio Franganillo participou de nosso curso de Design Thinking Experience em São Paulo. No mês seguinte, ele esteve no Hackathon da Coca Coca e fez um relato sobre como o Design Thinking ajudou sua equipe a ser vencedora:
“No dia 13 de maio embarquei no aeroporto de Teresina rumo a São Paulo para participar do Hackathon da Coca Cola que estava sendo organizado na ESPM e que começava na segunda dia 14. O Hackathon pretendia aplicar Design Thinking para resolver um desafio da Coca Cola FEMSA, a maior engarrafadora de Coca Cola no mundo. Um desafio totalmente desconhecido para todos os participantes e que somente no segundo dia seria apresentado.
Reconheço que no primeiro dia, quando cheguei no auditório da ESPM Tech estava um pouco perdido. Ser facilitador de Design Thinking, coisa mais ou menos habitual para mim, não é a mesma coisa que ser um dos participantes de um desafio real de uma grande multinacional. E é ainda mais complicado quando você não conhece nenhum dos outros participantes. Após um primeiro dia para conhecer as pessoas da minha equipe foi apresentada a grande pergunta: “Como trazer novas soluções para os consumidores, através dos produtos Coca Cola e os meios digitais, gerando mais vendas e transações?”.
Tínhamos pouco mais de 7 dias para apresentar uma boa proposta e conseguir vencer o desafio. Sete dias para que um grupo de 15 pessoas desconhecidas, com pessoas de 3 países diferentes, de Estados diferentes, com perfis profissionais diferentes, trabalhando de forma remota, separados em alguns casos por milhares de quilômetros, tivéssemos essa grande sacada. Para isso nada melhor que aplicar Design Thinking passo a passo: entender o problema, pesquisar, definir o ponto de vista, idear soluções, prototipar e testar.
Não vou falar dos detalhes do que aconteceu durante esses dias, mas podem imaginar que é muito complicado um grupo de 15 pessoas concordar em todas as decisões e escolhas que envolvem um projeto de Design Thinking. Só quando as pessoas do grupo têm empatia umas pelas outras é possível avançar e caminhar na mesma direção. Umas vezes eram uns os que tinham que abrir mão e outras vezes eram outros, mas sempre pensando no bem do grupo e em conseguir um objetivo: gerar valor para os clientes/consumidores de Coca Cola. Essa empatia interna foi nosso grande aliado. Conseguimos também ter empatia com esse consumidor da Coca Cola, entender os problemas que eles têm, as motivações, os desejos, os sentimentos. Essa empatia nos deu o insight sobre o qual ideamos nossa solução.
As últimas 24 horas do desafio foram uma loucura: conversas, ideias surgindo, mais conversas, pizzas, coca cola, poucas horas de sono, muitas mensagens de Whats app. Nessas 24 horas finais eu realmente vi como o trabalho em equipe deu certo: de forma quase milagrosa cada um fez o que tinha que fazer, todos coordenados e confiando uns nos outros. Eu tive a responsabilidade (e a honra) de apresentar pro jurado, mas eu apenas coloquei a cereja no bolo, e quando o bolo é bom tudo é mais fácil: ganhamos!
Alguns aprendizados importantes que talvez possam soar como as típicas frases sobre inovação, mas que quando são bem entendidas e aplicadas funcionam muito bem:
Se você quer criar o mesmo que outros, pesquise no mesmo lugar que outros e fazendo as mesmas perguntas que outros. Se quer soluções diferentes pesquise em lugares não comuns, só aí que encontrará as respostas diferentes;
Inovação é sobre pessoas e não sobre tecnologia;
Inovação não surge do individualismo;
Inovação surge da heterogeneidade, do respeito e da empatia;
O método quando é bem aplicado faz toda a diferença, sem método as equipes ficam perdidas.
Resumindo: foi uma ótima oportunidade de colocar os aprendizados da Echos em prática e deu certo: ganhamos! Se tudo der certo, a solução será apresentada.
Confira aqui o depoimento completo em post original no Linkedin
Ricardo Ruffo is a born entrepreneur, educator, speaker and explorer. As a writer by passion Ricardo daydreams on how the world is changing fast and how it could be.
Ruffo is the founder and global CEO of Echos, an independent innovation lab driven by design and its business units: School of Design Thinking, helping to shape the next generation of innovators in 3 countries, Echos – Innovation Projects and Echos – Ventures. As an entrepreneur, he has impacted more than 35.000 students worldwide and led innovation projects for Google, Abbott, Faber-Castell and many more.
Specialist in innovation and design thinking, with extensions in renowned schools like MIT and Berkeley in the United States. Also expert in Social Innovation at the School of Visual Arts and Design Thinking at HPI – dSchool, in Germany.
Naturally curious, love gets ideas flying off the paper. He always tries to see things from different angles to enact better futures. In his free time, spend exploring uninhabited places around the world surfing.
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Presença GlobalA Escola de Design Thinking é uma iniciativa da Echos, um laboratório de inovação.
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