DESIGN THINKING AS SUPPORT FOR CUSTOMER EXPERIENCE MANAGEMENT: A MACROERGONOMIC STUDY IN A HEALTHCARE MICROENTERPRISE

Abstract

Design Thinking and Organizational Ergonomics are complementary approaches that can be collaboratively applied to improve the efficiency and quality of work within an organization. In the context of healthcare, where issues such as long waits, lack of personalized care, and easy access to information are common, the combination of Design Thinking and Organizational Ergonomics can bring significant benefits. These approaches enable the identification of improvement points in the patient journey and offer more assertive solutions. In a study conducted at a medical office in Balneário Camboriú, Santa Catarina, Brazil; qualitative and exploratory-experimental methods were used to identify problems and possible macroergonomic interventions. Interviews and direct observations were conducted, combined with the Design Thinking tool known as the Experience Compelling Map. This approach allowed for insights into the customer experience and evaluation of the sociotechnical system characteristics of the organization. The study focuses on the early stages of a macroergonomic project, namely inspiration and ideation, without addressing the implementation of the proposed solutions. The final delivery of the article is based on the four elements of a work system project: network, layout, technology, and work.