Pllot: ferramenta de construção de plataforma de marca com uso de inteligência artificial e recursos interativos
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Data
2024-07
Autores
Orientador
Brod, Rodrigo de Azambuja
Banca
Souza, Raquel Barcelos de
Zarpellon, Vagner
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Resumo
Este trabalho trata-se do projeto de uma ferramenta interativa para construção de plataforma de marca para branding, unindo recursos analógicos (baralho de cartas) e novos recursos tecnológicos proporcionados pelo advento das inteligências artificiais. Com o objetivo de melhorar a experiência de novos profissionais da área de branding na etapa de descobrimento junto a seus clientes, a ferramenta busca entregar um roteiro e recursos visuais que facilitem essa interação e proporciona ao profissional mais liberdade para aprofundar as conexões humanas e, consequentemente, ter mais chances de extrair bom insights das conversas. A ferramenta foi embasada na teoria dos arquétipos de marca e a metodologia utilizada para o desenvolvimento do projeto foi o Design Thinking (2009). Os resultados obtidos demonstraram eficácia na facilitação da interação entre profissionais de branding e seus clientes. Foi possível também, validar a utilidade do roteiro e cartas no aprofundamento e suporte das reuniões e a viabilidade da IA para processar os dados gerados.
This work is about the design of an interactive tool for building a brand platform for branding, combining analogue resources (pack of cards) and new technological resources provided by the advent of artificial intelligence. With the aim of improving the experience of new branding professionals during the discovery stage with their clients, the tool seeks to provide a script and visual resources that facilitate this interaction and give professionals more freedom to deepen human connections and, consequently, have a better chance of extracting good insights from conversations. The tool was based on the theory of brand archetypes and the methodology used to develop the project was Design Thinking (2009). The results obtained demonstrated its effectiveness in facilitating interaction between branding professionals and their clients. It was also possible to validate the usefulness of the script and cards in deepening and supporting the meetings and the viability of AI to process the data generated.
This work is about the design of an interactive tool for building a brand platform for branding, combining analogue resources (pack of cards) and new technological resources provided by the advent of artificial intelligence. With the aim of improving the experience of new branding professionals during the discovery stage with their clients, the tool seeks to provide a script and visual resources that facilitate this interaction and give professionals more freedom to deepen human connections and, consequently, have a better chance of extracting good insights from conversations. The tool was based on the theory of brand archetypes and the methodology used to develop the project was Design Thinking (2009). The results obtained demonstrated its effectiveness in facilitating interaction between branding professionals and their clients. It was also possible to validate the usefulness of the script and cards in deepening and supporting the meetings and the viability of AI to process the data generated.
Descrição
Palavras-chave
Design thinking; Branding; Arquétipos; Inteligência artificial; Archetypes; Artificial intelligence
Citação
PARIZOTTO, Ana Paula. PLLOT: FERRAMENTA DE CONSTRUÇÃO DE PLATAFORMA DE MARCA COM USO DE INTELIGÊNCIA ARTIFICIAL E RECURSOS INTERATIVOS. 2024. Monografia (Graduação) – Curso de Design - TCC II, Universidade do Vale do Taquari - Univates, Lajeado, 16 jul. 2024. Disponível em: http://hdl.handle.net/10737/4492.