From problem to solution with a design thinking approach

Abstract

This thesis represents the culmination of a project-based learning experience addressing ActivoBank's challenge to create a new business model within a B2B2C ecosystem. With a customer-centric approach, the team tackled the housing crisis, devising an innovative solution enabling young couples like João and Maria to purchase their first home. ActivoBank's Early Homeowners program allows individuals to secure housing options during the planning stage with low entry barriers, ensuring financial predictability and security. Early validation studies show positive customer interest and perceived value, highlighting the potential for transformative impact in the housing market.