In the business scenario, success is often determined by implementing a solution that meets the requirements and not the real needs of the user (customer), resulting in products and services with unusable or ignored resources that frustrate the user (customer) and do not meet the objectives company business.

In this Curricular Unit, concepts and tools fundamental to the customer centricity approach are presented and applied - in a theoretical and practical way -, such as the Empathy Map Canvas, the Customer Journey and the Design Thinking process.

It is intended that students develop critical reflection from the perspective of products or services, consumers, strategy and communication.