Innovation is a difficult and often frustrating, but essential for market differentiation task. The Design Thinking addresses traditional business problems in multiple perspectives, helping to resolve them more effectively, which leads to new paths.

This book presents steps, tools and techniques, illustrated through cases, to inspire and assist in the endeavor towards innovation.



Get to know more about the book and cases that show the Design Thinking’s successful application of methods and tools on big companies in several sectors.

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Learn how to promote innovation in your work environment.

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Get to know better the biographies of the book’s authors and understand how they act as innovation promoters. If you prefer, contact us!

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Get to know more about Design Thinking and how this methodology has been successfully applied in companies from different sectors.

“The book is easy to read and pleasant and it exemplifies with graphical content Design Thinking’s theoretical and practical concepts in developing new projects within Brazilian Innovation. As an infectologist and epidemiologist physician and researcher, I’ve used the concepts before and after reading the book. I confess that after reading it, the concepts application on innovation became easier! I largely recommend its reading!”

Bruno Scarpellini
Infectologist and Epidemiologist MD. Fleury Group and Researcher for the UNIFESP University Retrovirology Lab

“In BANCO DO BRASIL E MAPFRE Insurance Group, we understand that Design Thinking’s methodology is the best integrator in terms of exploring the knowledge of consumers’ habits and attitudes to the several human and technological possibilities available in the company to cause “WOWs”(Delight) and as a result, an outcome.”

Paulo Eduardo Fernandes Rossi
Executive Superintendent

“The fierceness of competition in business – which is now global – requires high speed innovation. The book surprised me by exposing a collective process aiming at innovation, combining the systemization of the process with its practical exercise.”

Aldo da Silva Trindade
Channel Architecture - Itaú Unibanco Technology Superintendence, Mobility, Multichannel and Innovation
Look inside


Andorinha Project

To understand the issues involving first-time air passengers, an immersion was made within the Brazilian airport context, as well as for present and future regulars. Watch the
video and check the result of this surprising project.


Learn how to promote innovation in your work environment.


Cultural Probe

Collect data of your target audience in their context and with the least interference possible. Get to know yearnings and expectations that support relevant decision-making and prepare the user to collaborative sessions. Learn by watching the explanatory video.



Personas are fictitious characters created to generate and validate ideas. They are created from the synthesis of meaningful behaviors observed during a field research. Do you want to know more? Click and watch the explanatory video.



A meeting organized to stimulate creativity and collaboration to promote team integration and generate innovative solutions for projects. Watch the video and learn how to use it.


Experience Prototyping

How to know if the solution developed theoretically will work when put into practice? Learn how to foresee problems, making concepts tangible and refining ideas by watching the video.


Learn how to promote innovation in your work environment.

Insight Card

Learn to organize and synthesize in an efficient way the great amount of information that results from a survey.

Conceptual map

Visualize objectively complex field data in different levels of deepness, allowing the extraction of new meanings for your research.


A matrix created to schematize the complex interaction systems that feature service rendering, highlighting critical aspects and inherent opportunities to the business.

Prototyping protocol

The prototyping protocol – when directed to service design – is a document created to guide the team on what is wished to be tested and align aspects to be investigated in the prototyping.


Maurício José Vianna e Silva

Computer Engineer at PUC-RJ (1990), MSc. in Computer Science at IIT – Illinois Institute of Technology (1992), and Ph.D. in Computer Science at IIT (1995).

As a consultant he has worked for: Chicago Board of Trade Clearing Co.(USA), Performance Computing Inc.(USA), Miller&Fairchild Inc.(USA), R&R Donnelley(USA), Boavista Bank, Secretaria Municipal da Fazenda of Rio de Janeiro, Telefonica Celular, Claro, Vivo, Oracle and Bradesco Seguros.

He has published several articles at international conferences of IEEE and ACM about Software Engineering and Active Databases. Currently, he is working in projects in the areas of Mobile VAS, Auto/Health Insurance Innovation and Social Systems Innovation.

Ysmar Vianna e Silva Filho

Electrical Engineer degree (ITA, Aeronautical Institute of Technology, 1966), Master in Electrical Engineering and Computer Science (UCB, University of California at Berkeley, 1969), Ph.D. in Computer Science (UCB, University of California at Berkeley, 1972).

With an extensive academic career, he is a pioneer in computer science in Brazil, having participated as an instructor of COPPE / UFRJ (Alberto Luiz Coimbra Institute of Graduate Studies and Research in Engineering, Federal University of Rio de Janeiro) at the occasion of the installation of the first computer in Rio de Janeiro Federal University in 1967. He created the first Computer Science course at UFRJ (Federal University of Rio de Janeiro), and became, at that time, head of the Computer Science Department and Director of NCE / UFRJ (Electronic Computing Center, Federal University of Rio de Janeiro).

He worked as a consultant for CNPq (Brazilian National Council for Scientific and Technological Development) and CAPES (Brazilian Agency for the Improvement of Higher Education Studies), having participated for several years as a member of CNPq Advisory Committee. He served as a consultant in planning for information technology development projects for institutes associated to CNPq, as well as: in deployment of Systems Development Methodologies for companies like Vale do Rio Doce, Banes, OAS, Economico Bank, and BR Distributor, ; in the development of systems for Embraer , INPI, HU, and UFRJ; and in the development of an extensive study for Embratel on the use of telecommunications in the transport sector.

Isabel Krumholz Adler

Strategist designer, graduated from ESDI /UERJ, masters in TU Delft, Netherlands, and Executive MBA in COPPEAD. She worked as a Project manager and interaction designer for Microsoft, USA and user researcher in Océ, Netherlands. She likes to understand her clients’ businesses and plunge into the users’ context in order to be able to identify patterns and innovation opportunities.

Brenda de Figueiredo Lucena

Masters in design by PUC-Rio, graduated in design with a focus on Visual Communication and Product Design by ESDI/UERJ and studied digital media at German design school HfG Schwaebisch Gmuend. With a professional experience that ranges from graphic design, to interfaces, user experience, product design and innovation, she has worked in companies such as Motorola, Redley,, Ana Couto Branding & Design an Fünfwerken Agentur, in Germany.

Beatriz Russo

Designer from Faculdade da Cidade (RJ), expert in Human Factors and masters in user-centered design by PUC-RIo, and Doctor in Emotional Experience by the Deft university of Technology. She worked as a consultant and researcher for companies such as Philips, Sara Lee, Motorola, Tom Tom, and Souza Cruz, mapping the contexts and developing strategies to generate better experiences.

MJV Technology and Innovation is a global consulting firm. We use Design Thinking and Gamification approaches to create innovative solutions to our clients. With offices in Rio de Janeiro, Sao Paulo and London, we have a multidisciplinary team of over 300 employees.

Where to buy

Kindle Edition



Gamification is the use of games mechanics with the goal of solving practical issues or to engaging a specific audience. More frequently, this technique has been applied on several different fields such as health, education, public policies, and sports.