Desenhar um canal de comunicação para a maior empresa de terceirização em coloração capilar da América do Sul, a Coferly, já era um grande desafio por si só ao propor estabelecer mecanismos de captura contínua de informações do consumidor sem se identificar como marca final. Acrescentamos em cada etapa do processo de design, pontos de melhoria que melhoraram significativamente o resultado final e entre as etapas. A realização de um workshop de imersão no primeiro dia de projeto, utilizando ferramentas que delimitaram clusters de pesquisa, permitiram o trabalho de campo ser muito mais objetivo. A utilização de dinâmicas visuais na etapa de cocriação tornaram a cola entre resultados de pesquisa e ideação muito mais efetiva. E a aplicação do Riskiest Assumption Test (Teste da Suposição mais Arriscada) para otimizar a validação da ideia em um ambiente real foram alguns pontos que permitiram a entrega do projeto com valor tanto para o cliente quanto para o CESAR, através do aprendizado e possibilidade de melhoria em seu processo e metodologia de Design de Negócios.

1. From challenge to
RAT in 16 weeks:
Using Business Design to create and validate communication channels
Willian Grillo
Interaction Designer
@CESAR
Gabriela Boeira
Interaction Designer
@CESAR

2. The Process
16 Weeks
The
Problem
The
Research
The
Ideation
The
Validation
The
Outcome

3. The Challenges
1-2 days
Set off Connect Check

4. COFERLY
RELATIONSHIP
CHAIN
The Problem
How to shorten
the path?

5. The Challenges
Set Off
make research more objective

6. A "SUPER" ?
PROMOTORA
The Problem
Set Off
DISCOVERY
WORKSHOP

7. THE START POINT
Set Off
activity-problem mapping
COLORING

8. RELATED
ACTIVITIES
Set Off
activity-problem mapping
COLORING

9. activity-problem mapping
PROBLEMS
Set Off
COLORING

10. actors mapping
influence
interest
Set Off

11. information mapping
Set Off
know suppose don`t know

12. RESEARCH
CLUSTERS
Set Off

13. The Process
The Research
3-4 Weeks
Desk Profiles Field Analysis Results

14. USER
PERSONAS
The Research

15. INFORMATION
RELATIONSHIP
MAP
The Research

16. The Challenges
Connect
transform research findings
into inputs for ideation

17. A "SUPER" ?
PROMOTORA
Connect
CSI
PANEL
The Research

18. CONSTRUCT NOT
PRESENT
Connect

19. The Process
The Ideation
1 day

20. BRAINSTORM
>50 IDEAS
The Ideation

21. VOTATION
9 IDEAS
The Ideation

22. SELECTION
2 IDEAS
The Ideation

23. DESIGN IS NOT MATH

24. DIGITAL
CHARACTER
BEAUTY
COWORKING
CHALLENGE
APP
The Ideation

25. The Process
The Validation
3 Weeks

26. The Challenges
Check
Riskiest Assumption Test

27. Check
RISKIEST ASSUMPTIONS
VIRTUAL CHARACTER WHATSAPP PROFILE
Trust in the character
Data relevance FACEBOOK GROUPS
WHATSAPP GROUP

28. Trust in the character
Data relevance
VIRTUAL CHARACTER
RISKIEST ASSUMPTIONS

29. RISKIEST ASSUMPTIONS
CHALLENGE APP LANDING PAGES
Customers engagement
Data relevance
LOGISTICS
Check

30. User engagement
Data Relevance
CHALLENGE APP
RISKIEST ASSUMPTIONS

31. RISKIEST ASSUMPTIONS
BEAUTY COWORKING
LANDING PAGE FLYERS
Hairdressers engagement
Customers engagement
Data relevance
Check

32. Hairdressers engagement
Customers engagement
Data relevance
BEAUTY COWORKING

33. The Process
The Outcome
3 Channels

34. Dra. Colore
CHARACTER
The Outcome
Digital character that relates
directly to the final consumer and
hairdressers in a proactive way,
through social networks.

35. Dra. Colore Lab
CHALLENGE APP
Digital platform that allows customers to
register in the program of coloring products
experimentation for the most diverse
brands served by Coferly.
The Outcome

36. Dra. Colore
BEAUTY COWORKING
Concept room, all equipped for the capture
of data, where professionals of coloring can
develop their activities in a collaborative
environment.
The Outcome

37. The End
Willian Grillo
Interaction Designer
@CESAR
facebook/willian.grillo
wng@cesar.org.br