In the last century, we based our way of life on consumption, we started to base our choices on more symbolic and emotional attributes, such as: origin of the product, what is said about it by other people and even which “tribe” we will be part of. if we purchase it (product or service). These perceptions became relevant characteristics at the time of purchase. If you have confidence, a feeling of passion, we can join together as a consumer, because our society has gone from being a mass production economy to a mass customization economy. It is important to better understand the ruptures experienced, which are generating paradigm shifts in our society. Such a perspective leads us to rethink our old way of doing business, a way that doesn't work so well these days. Therefore, in the current business scenario, companies must listen to the consumer and place them at the center of the creative process of design for innovation in the development of new products or services where it is essential that design and design thinking enter as methodological tools to create involvement, develop empathy and, above all, create perceived value for the customer. Thus, to disseminate how
important design and design thinking are as creative methodologies to build innovative value proposition for businesses that break barriers to start an innovative organizational culture process. The final product of this work is a pedagogical teaching material in the form of an interactive e-book for mobile devices, on the relationship between design and design thinking as creative methodologies for building innovative value propositions in business, which presents several tools, techniques and methods to create value propositions in products or services. We present the applicability and
result of the creative methodology of design and design thinking in a regional company that generated emotional involvement with its consumers and an improvement in the work culture of the company's employees.
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