Daniel De Moraes Rodrigues
Master Degree Entrepreneurship – Retail Innovation Lab: a case from conceiving to the first cycle of activities
Adviser: Profª Drª Luciane Meneguin Ortega Vidal
Comission: Profs. Drs. Marcos Roberto Luppe, Maurício Gerbaudo Morgado and André Leme Fleury
Class: 217, FEA-5
The present study aims to develop a guide of the way to be followed for the design of sector innovation laboratories from a case study on the design process of the Retail Innovation Lab, a project of the Brazilian Agency for Industrial Development (ABDI) executed with the support of a consultancy specialized in innovation management. The study presents all the steps taken to structure the Laboratory, which involved depth interviews with specialists and retail representatives, observation visits in concept stores and environments that promote innovation for the segment, a participatory design workshop and a refining workshop to plan the activities that would be offered by the Laboratory. This work contemplates a theoretical revision on the concept of innovation, both closed and open, on the methodology of Design Thinking and its main tools, as the creation of personas and the construction of empathy maps, on the approach of Participative Design and, finally , on Retail and its evolution in the relationship with consumers. The study presents an analysis of the results obtained during the first cycle of activities of the Retail Innovation Lab, involving 34 activities in the most diverse formats with relevant themes to favor the competitiveness of the sector through innovation.
*Abstract provided by the author