Design estratégico e design de serviços: uma discussão metodológica a partir de um projeto de serviços hospitalares

Abstract

Globalization presents itself as a process of influencing social dynamics, changing the order of a predictable and static context previously established to a dynamic scenario, of unprecedented fluidity and complexity. In contemporary society, the importance of the service sector is growing, accounting for much of the economy of countries, which make this an increasingly competitive market. Keeping pace with continuing changes in the sector and the level of consumer demand bring the need of a practice of design services best suited to the current context. The discussion is established based on the understanding that the development of innovative services can be obtained through projects oriented by service design. From the perspective of Strategic Design, this study consists of contextualize and evaluate the application of the tools of the discipline of service design in the development of new hospital services. The methodology of this study consists in bibliographic review and exploratory study based on research action, contemplated by the methodological application in a pilot case. The premise of this study was that, by exploring ways pointed out by authors of strategic design and service design, and exploring their concepts and use of methodologies and tools, it would be possible to have a more appropriate project perspective, able to create unique experiences, achieving a service approach more focused on the users. The results show that services designed from this logic have different results, and that its implementation interferes and affects the current organizational structure