Service Design and Family Farming: Mapping the commercialization process of a cooperative in Santa Catarina

• Autor(a) principal: Sousa Cavalcante, Rodrigo Augusto de
• Data de Publicação: 2023
• Outros Autores: Schmitt, Marina, Schenkel, Ana de Castro, Merino, Eugenio Andrés Díaz, Merino, Giselle Schmidt Alves Diaz
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: DATJournal
• Texto Completo: https://datjournal.anhembi.br/dat/article/view/734
• topic: Design de Serviço; Agricultura Familiar; Comercialização; Biomassa de Banana; Blueprint de Serviço; Service Design; Family Farming; Commercialization; Banana Biomass; Service Blueprint; Diseño de servicios; Agricultura familiar; Comercialización; Biomasa del plátano; Blueprint de servicio

The objective of this article was to map the product marketing process of a Family Farming cooperative through Service Design tools. The research was applied, with a qualitative approach, exploratory-descriptive objective and the procedures were divided into two phases: (i) bibliographic research, through narrative review; (ii) case study divided into three stages - identify, survey and map. Using the tools persona, user journey and blueprint, it was respectively possible to: (i) define the target audience; (ii) have a macro view of the service, highlighting the points of customer-cooperative interaction; (iii) identify three points of weakness located ahead of the line of visibility and related to the visit scale, the staff and the ordering system. This research contributed to demonstrate the importance of prioritizing the user when analyzing the service provided and to reflect on the strategic role of mapping Family Farming processes.