Design Thinking in Practice: Eduardo Seminari presents a human-centred approach

Design Thinking represents a fundamental shift in how we approach complex problems. It is not merely a methodology. It is a mindset that places the human being at the centre of every product decision.

During the presentation organised by Brand New Edge, Eduardo Seminari walked through the five pillars of Design Thinking: empathy, definition, ideation, prototyping, and testing. Each stage was illustrated with real examples from projects developed by the team, demonstrating how the human-centred approach significantly reduced rework and increased the satisfaction of end users.

One of the most highlighted points was the empathy phase. Seminari emphasised that the biggest mistake product teams make is jumping straight to the solution without first deeply understanding the problem. 'When you spend enough time observing and talking to your users, solutions emerge naturally,' he said.

Rapid prototyping was also a central theme of the presentation. Brand New Edge adopts the philosophy of testing early and failing cheaply: creating low-fidelity prototypes in the first weeks of a project allows hypotheses to be validated without committing months of development. This approach reduced development time by up to 40% in the company's recent projects.

The event brought together product leaders, designers, and developers from various American companies working with Brazilian teams. The discussion revealed a consensus: teams that master Design Thinking deliver more relevant products, with lower correction costs and greater market fit.

Brand New Edge will continue promoting knowledge sessions such as this, reinforcing its commitment to excellence in product and design for the North American market.