Managers linked to the franchise face challenges of various natures in their professional routine. These challenges, linked to the macroergonomics universe, require quick and creative solutions. On the other hand, design teams face similar challenges. The objective of this study is to compare the results of the application of a model for the solution of challenges, idealized through Design Thinking and Appreciative Inquiry. Thus, an action research was carried out with workshops and design tools. The results suggest that the model can be applied satisfactorily in different contexts through a new approach to well-being and productivity in the work environment.

Este artigo enfoca a empatia na fase de ideação do processo de design thinking. A revisão bibliográfica dos temas empatia, design thinking e equipes multidisciplinares embasam experimentos desenvolvidos para atender as demandas de um negócio social. Os resultados corroboram para a percepção de que a empatia pode ser conquistada com equipes multidisciplinares colaborativas para a construção de um escopo. Finalmente, a lacuna teórica é descrita e as oportunidades para pesquisas futuras são apresentadas.

Communication, the odors can contribute to the provision of a given unit of satisfaction to the users of the service offered in a certain servicescape, with the potential to intervene in affective aspects. The specialized literature pointed to a gap on the Aesthetic dimension of Services, including the aesthetics of the odors. In this context, the problem that guided this research was based on the following question: how to use the olfactive aesthetic experience to provide a new perception of the servicescape by the user/client? The objective was to identify the relevant aspects of the olfactive aesthetic experience as a means to provide a new perception of the users/clients regarding the servicescape. The research has an exploratory and qualitative nature, with the application of a bibliographic review and a survey.Results show that the olfactive emotional aspects evoked in a servicescape have the potential to create and reinforce both positive and negative moods in users.

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