{"id":70,"date":"2019-01-12T10:54:14","date_gmt":"2019-01-12T10:54:14","guid":{"rendered":"http:\/\/publicbenefitdesign.com\/?p=70"},"modified":"2021-11-04T08:32:15","modified_gmt":"2021-11-04T08:32:15","slug":"design-thinking-in-action-2","status":"publish","type":"post","link":"https:\/\/publicbenefitdesign.com\/en\/2019\/01\/12\/design-thinking-in-action-2\/","title":{"rendered":"Strategic Cocreation aplicada a dise\u00f1o de producto"},"content":{"rendered":"

<\/p>\n

Case Study Design Thinking<\/h2>\n

En 2013, afrontamos la\u00a0evoluci\u00f3n de la Escuela de Postgrado por varias motivos: los estudios de satisfacci\u00f3n y NPS\u00a0eran muy mejorables;\u00a0la propuesta de valor no estaba siendo percibida por el cliente; el modelo acad\u00e9mico estaba desdibujado; la imagen de marca se estaba resistiendo.<\/p>\n

\u00bfC\u00f3mo darle sentido a un\u00a0ecosistema de realidades que necesit\u00e1bamos reestructurar estrat\u00e9gicamente para evolucionar un producto que aportara\u00a0valor al cliente y a la marca y que fue\u00a0viable y posible de implementar en un a\u00f1o? \u00bfD\u00f3nde estaba la oportunidad y la diferenciaci\u00f3n?.<\/p>\n

\n

Strategic Cocreation con Humantific<\/span><\/h1>\n

Tras una sesi\u00f3n con\u00a0Elizabeth Pastor\u00a0de Humantific<\/a>,\u00a0experta en Strategic Cocreation y Visual SenseMaking, pod\u00e9is ver a continuaci\u00f3n c\u00f3mo convertimos\u00a0un Power Point estrictamente\u00a0descriptivo de una situaci\u00f3n, en\u00a0un plan estrat\u00e9gico que verbalizaba la nueva visi\u00f3n de la Escuela; defin\u00eda el valor a\u00f1adido para el estudiante\u00a0y\u00a0Alumni;\u00a0reestructuraba\u00a0el modelo acad\u00e9mico;\u00a0replanteaba la experiencia universitaria. Y lo que es igual de importante: creamos un sistema visual\u00a0comprensible que facilit\u00f3 la comunicaci\u00f3n\u00a0y engagement interno, con el estudiante, con resto de stakeholders y fue esencial para mantener una coherencia en los mensajes, desarrollos conceptuales \u00a0y look & feel en los varios materiales de comunicaci\u00f3n y de marketing.<\/p>\n

\n

An\u00e1lisis y resultados<\/span><\/h1>\n

En primer lugar<\/strong>, ejemplos del an\u00e1lisis y sensemaking<\/em> hecho sobre el\u00a0Power Point original\u00a0que dio lugar a una conceptualizaci\u00f3n estructurada: visi\u00f3n\/tipolog\u00edas\/\u00e1reas\/formato\/modelo\/ continuidad.\u00a0A continuaci\u00f3n<\/strong>, ejemplos del an\u00e1lisis y desarrollo y nueva visi\u00f3n que\u00a0fue implementando 360\u00ba con \u00e9xito\u00a0y\u00a0g\u00e9nesis del nuevo modelo\u00a0de Escuela de Postgrado actual.<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\"\"<\/p>\n

\"\"<\/p>","protected":false},"excerpt":{"rendered":"

\u00bfC\u00f3mo darle sentido a un ecosistema de realidades que necesit\u00e1bamos reestructurar estrat\u00e9gicamente para evolucionar un producto que aportara valor al cliente y a la marca y que fue viable y posible de implementar en un a\u00f1o?, \u00bfD\u00f3nde estaba la oportunidad y la diferenciaci\u00f3n? <\/p>\n","protected":false},"author":2,"featured_media":1179,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0},"categories":[308,311,205,193,202],"tags":[68,242,79,223],"yoast_head":"\nPBD CONSULTORA DE DISE\u00d1O ESTRAT\u00c9GICO\u2014 Strategic Design 1<\/title>\n<meta name=\"description\" content=\"PBD Consultora de Dise\u00f1o Estrat\u00e9gico aplica metodolog\u00edas creativas, de dise\u00f1o, CPS, UX y marketing que facilitan a sus clientes la innovaci\u00f3n estrat\u00e9gica.\" \/>\n<meta name=\"robots\" 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