This paper discusses the process created for key performance indicators in the Design Thinking Mentoring for startups in the Creative Economy Program created by Samsung. In almost two years, more than twenty Startups were evaluated using this methodology, which allowed to identify the individual evolutions in each stage of the mentoring process and phase of the Design Thinking Process. The evaluation of the indicators gained refinements along this trajectory, allowing to be applied in different segments of startups market, stages of product maturity and business models. The process aims evaluate the evolution of startups from the application of methodology of Design Thinking, being ultimately an evaluation of the method itself. KEYWORDSKPI; Design Thinking; Startups; Metrics; Mentoring. RESUMOEste artigo aborda o processo criado para indicadores-chave de performance na Mentoria em Design Thinking para startups no Programa de Economia Criativa criado pela Samsung. Em quase dois anos, mais de vinte Startups foram avaliadas utilizando essa metodologia, a qual permitiu identificar as evoluções individuais em cada etapa do processo de mentoria e fase do Processo de Design Thinking. A avaliação dos indicadores ganhou refinamentos ao longo desta trajetória, permitindo ser aplicado em diferentes segmentos de atuação de startups, estágios de maturidade do produto e modelo de negócios. O processo tem como propósito avaliar a evolução das startups a partir da aplicação da metodologia de Design Thinking, sendo em última instância uma avaliação do método em si.3
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