As we move to the Investigate phase in CBL, where we address the How of the Golden Circle, Design Thinking becomes central. We enter the first diamond of the Double Diamond, broadly exploring the problem using tools such as mind maps, research, and interviews (understand mixtape). This divergent phase is critical for empathizing with users and understanding their needs, generating valuable insights. This empathy process serves as the foundation for defining more precise and innovative solutions.

In the convergent phase, we use methods like root cause analysis to define the problem and focus on the solution, addressing the final question of the Golden Circle: the What. This is where the second diamond of the Double Diamond emerges, where we prototype and test solutions to ensure they are appropriate and ready for delivery.

In the short term, the Double Diamond provides a structure that fosters a deep understanding of the problem, avoiding assumptions and creating solutions that better meet users' needs (understand mixtape). In the medium term, its iterative nature allows for constant refinement of solutions, adapting them to real feedback. This integrated approach, which connects the emotional dimension of the Golden Circle with the active learning of CBL, results in more complete and human-centered solutions. Despite its clear structure, the process can sometimes seem too linear for more complex problems. However, its flexibility allows for revisiting phases and adjusting approaches, promoting continuous innovation.

One of the main short-term benefits is the ability to precisely define product requirements based on real user behavior and motivations. As highlighted by Cooper et al. in About Face, personas are a powerful tool that prevents the "elastic user" mistake, which refers to designing products for a vague, undefined audience​(About Face Cap5 Modeling Users: Personas and Goals). Through field observation and interviews, techniques mentioned in class such as shadowing and the use of primary data​, designers can identify behavior patterns that help build realistic personas. This initial detail leads to more grounded decisions and allows the creation of solutions that resonate with users from the outset.

In the medium term, personas foster sustainability in product development by providing a solid foundation for ongoing decision-making. By using use scenarios, it’s possible to anticipate future challenges and adjust the design for different contexts, resulting in more robust and flexible products​(Design Personas)​(About Face Cap5 Modeling Users: Personas and Goals). Additionally, the continuous use of personas facilitates communication across teams, ensuring that all stakeholders maintain a cohesive vision focused on real user needs. This alignment is crucial to avoiding rework and maintaining efficiency in the design process.

Personally, I believe working with personas allows me to develop greater empathy for users, understanding their frustrations and motivations on a deeper level. This process also enhances my skills in analyzing and interpreting data, enabling me to create more targeted and human-centered solutions. The exercise of creating personas is a strategic step that refines my ability to identify and solve complex design problems, while keeping the focus on delivering a positive user experience.

In summary, the use of personas provides advantages both in the short and medium term, facilitating the creation of precise solutions and allowing the design to adapt over time. This approach not only improves the quality of the final product but also promotes a more efficient, user-centered design process.

From a critical perspective, one of the greatest merits of the Define phase is its ability to align the team around a common understanding of the user's needs and challenges. By creating deep and relevant insights, this phase allows the identification of aspects that users may not be able to express directly but are fundamental to the success of the project. According to "UX Research 101," the Define phase should aim to find information that connects the collected data to a deep understanding of human motivations and behaviors, thus generating a more user-centered solution (UserZoom, 2020). This gives the team a clear vision of which problems to solve and what opportunities to explore, something essential to avoid superficial or misdirected solutions.

Furthermore, the Define phase promotes objectivity by requiring that user needs are expressed in an unbiased manner. This is crucial to ensure that decisions are based on real data rather than on team assumptions. In this context, the practice of formulating clear problem statements and using methods like POV (Point of View) and How Might We questions facilitates the creation of creative and collaborative solution-oriented inquiries. This approach ensures that the ideas generated in the next phase, ideation, are well-grounded and aligned with the real needs of the users.

From a personal point of view, I believe that the rigorous application of this phase can offer significant short- and medium-term benefits. In the short term, it allows for a better understanding of user needs, resulting in more effective solutions that directly meet expectations. This can lead to a reduction in rework, as the problems are clearly defined and the solutions are more targeted. In the medium term, the development of deep insights creates a competitive advantage, as it enables the design team to create products that not only solve functional problems but also provide a superior user experience. Additionally, by deeply understanding the target audience, it becomes possible to anticipate future needs and adapt to changes in user behavior, ensuring greater product sustainability in the market (UserZoom, 2020).

Therefore, the Define phase is essential for ensuring that the Design Thinking process is effective and truly user-centered, generating innovative and sustainable solutions that meet both current and future needs.

• UserZoom. (2020). UX Research 101.

A brand vision offers clear benefits in both the short and medium term. In the short term, it provides clear direction for employees and consumers, inspiring confidence and engagement. When well communicated, this vision helps the brand stand out by creating a sense of purpose and impact. Brands that incorporate global concerns, like sustainability, gain a competitive advantage in the medium term, as the vision guides their adaptation to new consumer demands.

A central point of the brand vision is its alignment with the brand’s values and purpose. This alignment not only defines how the brand contributes to making the world a better place but also helps it stand out in the marketplace. However, the effectiveness of a vision depends on its tangible implementation. Without concrete actions to bring the vision to life, it risks becoming an idealized concept with no real impact.

A relevant aspect mentioned in Lelis' article is the importance of "smart brands" in creating adaptable visual identities that can evolve with time and context. This adaptability is essential for the brand vision to remain flexible and responsive as consumer needs change​(Smart Brands and Identities).

From a personal perspective, learning pitch techniques enhances communication skills that are widely applicable in any professional or academic context. Developing a strong presentation means being able to convey complex ideas clearly and attractively, which is especially relevant in interviews, project presentations, and even in building professional networks. As Coughter highlights, the pitch is an opportunity to "share your thoughts with the audience" and "offer them the gift of who you are" (The Art of the Pitch). This emphasizes the personal benefit of building confidence and authenticity in public speaking, which can positively impact various professional interactions.

In the short term, strong pitching skills can help students stand out in projects and academic competitions, offering a competitive edge over their peers. For instance, by following the structure recommended in the theoretical lesson, with a hook that captures attention, a clear central presentation, and a powerful conclusion, the student ensures that their ideas are well received. This direct impact on evaluations and group dynamics results in recognition and academic development opportunities.

In the medium term, the ability to create effective pitches can facilitate entry into the job market. According to Coughter, effective presentations are closely linked to success in business negotiations, being essential for selling an idea or project (The Art of the Pitch). This skill becomes a competitive advantage in job interviews, presenting innovative solutions in companies, or attracting investments for new projects. Knowing how to plan, rehearse, and deliver a convincing presentation can be the difference between securing or losing an opportunity.

Moreover, developing these techniques enhances the ability to handle pressure. The practice of rehearsing constantly, as indicated in the theoretical material, strengthens resilience and adaptability to unforeseen circumstances. This increases the student’s confidence in high-pressure situations, preparing them for important presentations that can define their professional trajectory.

In conclusion, learning about pitch is not only an effective communication tool but also a strategic competency for ensuring success in both the short and medium term. Mastering this technique enables the student to convey their ideas clearly, objectively, and convincingly, creating immediate and future opportunities in both academic and professional settings.

From a personal and critical perspective, prototyping offers considerable benefits both in the short and medium term. In the short term, creating low-fidelity prototypes—such as paper sketches or wireframes—enables the quick and inexpensive visualization of multiple ideas. This process not only saves time and resources but also opens up opportunities for experimentation and innovation without the high risks associated with a finalized and costly development. As highlighted in the theoretical class, low-fidelity prototypes help validate basic concepts of usability and user experience (UX) without a significant investment of time and budget.

Additionally, using mid-fidelity prototypes, which simulate parts of the product’s functionality and navigation, allows for a deeper analysis of the user experience. As Engelberg and Seffah discuss, mid-fidelity prototypes are effective for evaluating interaction and navigation issues before full coding begins. These prototypes serve as a bridge between the initial ideation and the development phase, providing a more realistic view of how the final product may work and helping adjust design and usability details.

In the medium term, investing in high-fidelity prototypes—which include advanced functionalities and are close to the final product version—provides solid data on product performance and user satisfaction. These prototypes enable the gathering of detailed feedback, essential to ensuring that the product meets the target audience’s expectations and is intuitive to use. According to Neumeier (2006), the best tests are “quick, cheap, and dirty,” highlighting the importance of failing quickly to refine solutions before launch.

Another critical aspect of prototyping is its contribution to aligning the mental models of users with the models represented by designers. As described in About Face by Cooper et al., a good interface design aims to reduce the gap between the implementation model and the user’s mental model, making the product more intuitive and functional. This alignment, facilitated by iterative prototyping, makes the interaction smoother and more natural (About Face, Cap.2, Mental Models).

In summary, strategically using prototypes at different levels offers significant benefits in product development, especially in terms of aligning with user expectations, resource savings, and rapid iteration. These aspects emphasize the importance of prototyping as a user-centered design tool, an essential pillar for developing effective and innovative solutions.

From a personal perspective, exploring the concept of affordances in Level 1 usability offers direct benefits in the short and medium term in enhancing system interfaces, which, in turn, optimizes workflow and efficiency in technology interactions. In design projects, understanding affordances provides a practical vision of how to structure interfaces that intuitively guide users, reducing learning time and increasing the effectiveness of intended actions. An example would be the use of perceptible affordances, such as clearly identified buttons that visually and directly indicate the function they perform (e.g., “send” buttons on digital forms) ​(Affordances Encyclopedia HCI).

In the medium term, knowledge of affordances broadens the ability to create solutions with a positive impact on user engagement and experience. McGrenere and Ho (2000) discuss the functional hierarchy of affordances, highlighting that possible actions in software, such as editing and organizing content, can be structured at different levels, enabling users to achieve more complex functionalities intuitively through smaller, sequential affordances ​(Affordances Encyclopedia HCI). This concept allows designers to build layered interfaces where users gradually acquire new capabilities without feeling overwhelmed, fostering organic learning and a satisfying, effective use.

Moreover, using affordances in design helps bridge the so-called “gulf of execution” and “gulf of evaluation” described by Norman by facilitating the translation of user intentions into concrete and clear actions within the system ​(Affordances Encyclopedia HCI). This understanding of affordances is especially beneficial for designers and developers aiming to create accessible and user-friendly products. In the professional field, applying these concepts in designing intuitive interfaces translates into more competitive and valued products in the market, aligning with the growing demand for a simplified and engaging user experience.

Thus, investing in understanding affordances in Level 1 usability represents a strategic advantage, both in the short term, by improving the immediate functionality of systems, and in the medium term, by building a solid foundation to develop accessible and easy-to-use technologies. This user-focused approach promotes more efficient, less frustrating interactions, increasing adherence and satisfaction with the product​ (Affordances Encyclopedia HCI).

First, one of the main benefits of microinteractions is their ability to provide immediate feedback to the user, increasing confidence and reducing frustration. According to Saffer (2013), these small interactions provide contextual information that helps users understand the current state of the interface and what to expect next. Visual feedback in an interface, such as a "like" icon that changes color when clicked, communicates instantly that the action has been registered, making the experience more fluid and intuitive. This knowledge is crucial for my professional development, as creating interfaces that minimize cognitive load and enhance user satisfaction is highly valued in the market.

Another immediate benefit of using microinteractions is the positive impact on user engagement. Interfaces with microinteractions stimulate exploration and return, generating an emotional connection with the system (Frost, 2016). For example, a transition effect when unlocking an app or sliding elements in an e-commerce interface creates a pleasant experience that encourages users to interact with the product repeatedly. This knowledge enriches my design perspective and enhances my ability to develop interfaces that captivate users in a more lasting way.

In the long term, mastering microinteractions opens up opportunities for a more strategic approach to interface design. In the context of design systems, Frost (2016) describes the importance of creating reusable and cohesive components, and microinteractions, being small and modular, fit perfectly into this philosophy. With this foundation, I will be able to develop consistent, efficient interface projects that facilitate both system usage and its maintenance and updates, creating a continuous cycle of improvement and resource savings.

In summary, I consider the study of microinteractions an essential aspect of my development in the field of interface design. Besides enhancing user experience, this knowledge prepares me to contribute effectively to the creation of digital products that prioritize usability and engagement—skills indispensable in a market increasingly focused on customer experience.

In the short term, learning and applying information visualization techniques provides significant advantages for communication and data analysis. Infographics, dashboards, and other visual formats simplify complex information, enhancing memorability and fostering more intuitive interactions with data (Kibar & Akkoyunlu, 2017). This skill is particularly useful in academic and professional contexts where clarity and impact are crucial, such as presentations and reports. Furthermore, the structured approach suggested by Shneiderman (1996) – "overview first, zoom and filter, then details-on-demand" – highlights how visual interaction can save time and increase efficiency in decision-making.

Another immediate benefit is the ability to stand out in the job market. Design skills are highly valued in fields such as marketing, communication, and business analysis, as they enable professionals to turn data into compelling narratives. Moreover, creating effective visualizations improves communication across diverse audiences, ensuring that critical information is conveyed clearly (Kibar & Akkoyunlu, 2017).

In the medium term, the impact of information visualization reflects the development of deeper analytical competencies. This skill enables the identification of patterns, correlations, and discrepancies within large volumes of data, which is essential for solving complex problems. As Shneiderman (1996) notes, visual representations allow for dynamic exploration of information, adjusting filters and accessing details as needed, promoting better-informed strategic decisions.

Another important medium-term benefit is the strengthening of visual literacy, an indispensable competence in the 21st century. According to Kibar and Akkoyunlu (2017), learning to interpret and create effective visuals not only improves communication but also fosters critical and creative thinking, turning content consumers into active producers. Furthermore, infographics and other visual tools are particularly effective in information retention, as studies highlight their ability to combine linguistic and visual elements for more lasting impact.

However, it is crucial to acknowledge the challenges of this process. Creating effective visualizations requires balancing aesthetics and functionality, as well as considering the target audience and context of use. Inadequate representations can cause confusion or misinterpretation, especially when they overload users' cognition (Shneiderman, 1996). Therefore, constant practice and well-defined design criteria are fundamental to achieving high-quality results (Kibar & Akkoyunlu, 2017).

Thus, studying information visualization goes beyond being a technical skill; it is a strategic competence that benefits both personal and professional spheres. The ability to transform data into clear and effective visual narratives not only enhances communication but also amplifies the impact of ideas in an increasingly data-driven world.

Além disso, a dependência de ferramentas específicas, como mapas mentais e entrevistas, pode restringir a criatividade. Participantes podem sentir-se obrigados a seguir um conjunto prescrito de métodos, em vez de explorar abordagens mais intuitivas. Num projeto de design de produto, por exemplo, a insistência em métodos tradicionais pode impedir a descoberta de soluções inovadoras que surgem de processos menos convencionais.

O foco na empatia, embora importante, pode também ser limitante. A ênfase excessiva na compreensão das necessidades dos utilizadores pode levar a uma visão estreita do problema. Soluções disruptivas muitas vezes emergem de abordagens que não são imediatamente aparentes através da empatia tradicional.

A implementação prática do Double Diamond pode enfrentar resistência organizacional, especialmente em ambientes não familiarizados com metodologias de design thinking. A mudança cultural necessária pode ser um obstáculo significativo.

Por fim, a natureza iterativa do Double Diamond, embora benéfica para o refinamento, pode ser ineficiente em termos de tempo e recursos. Em projetos com prazos apertados, a necessidade de revisitar fases pode ser impraticável. A integração com o Golden Circle e o Challenge-Based Learning pode resultar num processo convoluto e difícil de gerir, especialmente para equipas inexperientes.

Além disso, a dependência de ferramentas como journey maps e declarações de point of view (POV), podem limitar a criatividade. A rigidez dessas ferramentas pode transformar o processo numa série de etapas estruturadas, reduzindo a flexibilidade necessária para inovar. Por exemplo, uma equipa pode seguir um modelo de (POV) sem questionar se ele realmente se aplica ao seu contexto específico.

Outro ponto crítico é o risco de viés e suposições. Mesmo com a intenção de objetividade, as perceções da equipa podem influenciar a definição dos problemas, resultando em soluções que não são verdadeiramente centradas no utilizador. Por exemplo, uma equipa poda interpretar dados de pesquisa de uma maneira que confirma as suas próprias expectativas, em vez de explorar novas perspetivas.

A fase Define também pode ser vista como demorada e consumir muitos recursos, o que é um luxo em ambientes de negócios rápidos. Algumas empresas podem preferir métodos mais ágeis que permitam uma iteração mais rápida. Por fim, a complexidade de sintetizar grandes volumes de dados qualitativos pode ser confusa, deixando as equipas sobrecarregadas e incertas sobre quais insights são realmente acionáveis.

Essas críticas destacam a necessidade de aplicar a fase Define com cuidado, garantindo que seja adaptada às necessidades específicas de cada projeto.

Primeiro, um foco excessivo no longo prazo pode desviar a atenção das necessidades imediatas. Por exemplo, uma empresa que se concentra exclusivamente numa visão de 10 anos pode perder oportunidades de mercado que exigem respostas rápidas e ágeis.

Além disso, a visão de marca pode tornar-se um documento rígido, dificultando a adaptação às mudanças. Mesmo que a visão seja revisitada periodicamente, a resistência à mudança pode impedir a inovação. Um exemplo disso é a Kodak, que, apesar de ter uma visão clara, não conseguiu adaptar-se rapidamente à era digital.

Outro ponto é a desconexão com a realidade operacional. Uma visão idealista pode não refletir as capacidades reais da empresa. Sem ações concretas, a visão permanece um conceito teórico. Por exemplo, uma startup pode ter uma visão ambiciosa de sustentabilidade, mas sem os recursos para implementá-la, essa visão não terá impacto real.

O custo e os recursos necessários para desenvolver e manter uma visão de marca dinâmica também são significativos. Pequenas empresas podem não ter os meios para investir continuamente na atualização e comunicação da sua visão.

Por fim, há o risco de obsolescência. Mesmo com revisões, a visão pode tornar-se rapidamente desatualizada devido a mudanças imprevisíveis no mercado. A Blockbuster, por exemplo, não conseguiu adaptar a sua visão à ascensão do streaming, resultando na sua obsolescência.

Resumindo, embora uma visão de marca possa ser extremamente impactante, é essencial equilibrá-la com flexibilidade e realismo para alcançar um sucesso sustentável.