Propostas de melhorias para a experiência do cliente em um box de crossfit no Paraná a partir da utilização da metodologia design thinking

Abstract

The growth of the health and wellness sector has driven the expansion of CrossFit boxes, making customer experience an essential competitive differentiator. In this context, understanding practitioners’ perceptions and improving the customer journey have become fundamental for the sustainability and development of these spaces. The objective of this study is to propose improvements to the customer experience in a CrossFit box located in Paraná, based on the application of the Design Thinking methodology. The study employed a literature review and the practical application of the five stages of Design Thinking (Empathy, Definition, Ideation, Prototyping, and Validation), supported by tools such as interviews, questionnaires, benchmarking, an effort–impact matrix, and the use of the Miro platform for visual mapping and collaborative organization of information. The results revealed weaknesses related to internal communication, environmental organization, infrastructure, and practitioner engagement, as well as opportunities for improvement through the ideation, development, and testing of user-centered solutions. The findings demonstrate that the application of Design Thinking proved effective in understanding the real needs of practitioners and guiding practical actions aimed at enhancing the overall experience. It is concluded that the methodology significantly contributes to box management and service quality, strengthening the relationship with users and adding value to the sporting practice.