On October 27th, a special class on the theme 'Kansei Sciences and User Experience Design through Emotions for Business Projects' marked the beginning of the semester in the MBA in Business Management at ESEG – Faculdade do Grupo Etapa.
The lecture, given by postdoctoral professor Rodrigo Queiroz Kühni Fernandes from the University of Tsukuba, Japan, discussed the main positive aspects of design in industry through UX (User Experience), and the challenges and opportunities of working abroad. Some points discussed included the convergence of design and business, the evolution of design from its aesthetic function to strategic design, and Kansei engineering as a methodology that translates user emotions into project specifications. In addition, a case study developed for the toy industry was presented.
The Postgraduate Coordinator, Professor Dr. Silvia Boarin, commented that the topics covered in the lecture were of great relevance to the students. “The main positive aspects of design in industry, such as the benefits for physical products and brand enhancement, are extremely important and current in the corporate world. Through design, students can learn about and suggest creative and innovative solutions for products and services, as well as meet customer needs,” said Silvia.
Postgraduate student Taís Dantas do Nascimento highlighted the importance of Design in industry, applied to engineering products, and understanding its correlation with Product Management in creating added value. “It’s fundamental to differentiate the attributes of a product or service through design, improve company processes, understand the user experience, and foster innovation. You don’t need to be a large company to invest in design,” Taís pointed out.
Student Paulo Izumi said that the class allowed participants to reflect on the relationship between design and emotions, based on a science that combines different areas of knowledge, such as mathematics, statistics, psychology, and design. "The lecture also provided an understanding of the possibilities of using methodology for product development in a non-conventional way, that is, through the perceptions and feelings of the user in relation to a good or service," the student highlighted.
ESEG's MBA program is always seeking training that goes beyond theory. "Our course covers all areas of the company, and understanding the importance of design applied to products adds value to the students' education," concluded coordinator Silvia.
