Das primeiras ideias ao MVP: um modelo sistematizado de procedimento para criação de novos produtos e serviços digitais

Abstract

The development of new products and services is a key activity for any company to remain competitive once it leads to the construction of innovative and relevant solutions to the target public. To achieve this, it is essential that companies have well structured processes where new ideas emerge and evolve until they become products and services that are truly adherent to the market. However, despite the development of idea generation methods in recent years - both in their academic relevance and in their market practice - there is still a gap in the knowledge of processes and tools related to refining and evaluating ideas. As a result, new product and service projects often end prematurely or face severe issues, leading them to less innovative solutions. Aware of the exposed scenario, this dissertation focused on the research of the subject, combining academic and market point of views. Through the inputs obtained from a systematic review of the literature, it was proposed a framework and an evaluation tool that guides the refinement of ideas. Then, two validations were conducted regarding the adherence and relevance of the material generated: interviews with business professionals and analysis of case studies. The input obtained reinforced the importance of the topic of evaluating ideas and the lack of existing solutions for this and allowed the refinement of the framework and the tool, presented as results of this dissertation.