Draft:Tenny Pinheiro

Tenny Pinheiro
Born
Tennyson Pinheiro

Rio de Janeiro, Brazil
Other nameTenny Pinheiro
Occupations
  • Service designer
  • author
  • entrepreneur
Known for
  • The Service Startup: Design Thinking Gets Lean
  • Service Design Sprint
  • CSD Matrix
  • Design Thinking Brasil
Notable work
  • Design Thinking Brasil (2011)
  • The Service Startup: Design Thinking Gets Lean (2014)
  • Sprint Master's Guide (2017)
Websitetenny.co

Tennyson "Tenny" Pinheiro is a service designer, author and entrepreneur based in the San Francisco Bay Area. He is best known for introducing the concept of the Service Design Sprint and the Minimum Valuable Service (MVS) model in his 2014 book The Service Startup: Design Thinking Gets Lean,[1] and as a co-creator of the Certainties, Suppositions and Doubts (CSD) Matrix, a discovery framework later popularized by the Nielsen Norman Group.[2]

Early life and career

Pinheiro was born in Rio de Janeiro, Brazil. He worked early in his career as a UX engineer, game programmer and visual designer before moving to Silicon Valley.[3] He co-authored with IDEO.org the Portuguese version of the Human-Centered Design Toolkit, helping introduce Design Thinking to Portuguese-speaking audiences.[4]

Livework São Paulo and EISE

In 2010, Pinheiro co-founded and led Livework São Paulo, the Latin American office of the British service design consultancy Livework, which was among the first service design firms in the world.[3][5] In 2011 he designed, and later founded, EISE – Escola de Inovação em Serviços (School for Service Innovation), an educational program in São Paulo focused on service design and service innovation.[5] During his time at Livework São Paulo, Pinheiro and his collaborator Luis Alt developed the CSD Matrix (Certezas, Suposições e Dúvidas / Certainties, Suppositions and Doubts), a tool used in discovery phases of design projects. The technique was subsequently documented in academic and industry literature and is attributed by the Nielsen Norman Group to "Tennyson Pinheiro, Luis Alt and the team at Livework São Paulo".[2]

Books

Pinheiro is the author or co-author of several books on design thinking and service design.

  • Design Thinking Brasil: empatia, colaboração e experimentação para pessoas, negócios e sociedade (first edition 2011, Elsevier) – one of the first Portuguese-language books on design thinking, credited by Brazilian industry press with helping to popularize the discipline in the country. The book has been cited over 230 times in academic literature indexed by Google Scholar, making it one of the most-cited works on design thinking in Portuguese.[6][7]
  • The Service Startup: Design Thinking Gets Lean (2014, Hayakawa; Portuguese edition The Service Startup: inovação e empreendedorismo através do design thinking, Alta Books Editora, 2015) – the book in which Pinheiro introduced the term "Service Design Sprint" and the MVS (Minimum Valuable Service) model, combining Lean Startup and service design practices. Both editions are cited in scholarly literature on service design and lean entrepreneurship.[8][1][9]
  • Breaking Free from the Lean Startup Religion: The Service Designer Manifesto (2015) – an essay arguing for a more human-centered approach to startup development.[10]
  • Sprint Master's Guide: The Complete Guide to Service Design Sprints (2017).[11]

Writing and teaching

Pinheiro has been a long-running contributor to the design magazine Core77, where he writes the column Design @ Your Service.[6] He speaks and teaches internationally on design thinking, service design, design sprints and entrepreneurship.[3] His books are cited nearly 300 times in academic literature indexed by Google Scholar, including research on design thinking, service design and lean entrepreneurship; Design Thinking Brasil alone accounts for more than 230 of those citations.[9]

Selected contributions

  • Service Design Sprint — a time-boxed methodology for co-designing and prototyping service experiences, introduced in The Service Startup (2014) and later adopted worldwide and published on by the Livework studio.[1][12]
  • Minimum Valuable Service (MVS) — an alternative to the Minimum Viable Product framework, proposed as a service-oriented model for startup development.[8]
  • CSD Matrix — co-created at Livework São Paulo and widely used in UX and service design discovery.[2]

Bibliography

  • Pinheiro, Tennyson; Alt, Luis (2011). Design Thinking Brasil: empatia, colaboração e experimentação para pessoas, negócios e sociedade. Elsevier. ISBN 978-8535232578. (236+ citations on Google Scholar.)
  • Pinheiro, Tenny (2014). The Service Startup: Design Thinking Gets Lean. Hayakawa. ISBN 978-0615929781.
  • Pinheiro, Tenny (2015). The Service Startup: inovação e empreendedorismo através do design thinking. Alta Books Editora (Portuguese edition). ISBN 85-7608-885-1.
  • Pinheiro, Tenny (2015). Breaking Free from the Lean Startup Religion: The Service Designer Manifesto.
  • Pinheiro, Tenny (2017). Sprint Master's Guide: The Complete Guide to Service Design Sprints. ISBN 978-1542980722.

References

  1. ^ a b c Pinheiro, Tenny (2014). The Service Startup: Design Thinking Gets Lean. ISBN 978-0615929781.
  2. ^ a b c Whitenton, Kathryn. "CSD Matrix: Framework and Template for Shared Understanding". Nielsen Norman Group. Retrieved 2026-04-20.
  3. ^ a b c "Service Design Sprint Inventor Tenny Pinheiro, on the Future of Service Design". Neuromagic Blog. Retrieved 2026-04-20.
  4. ^ "Tennyson Pinheiro – Translator of Kit de Ferramentas do Human Centered-Design Research". Goodreads. Retrieved 2026-04-20.
  5. ^ a b Currie, Lauren (19 October 2015). "In conversation with Tenny Pinheiro: service design and entrepreneurship". Retrieved 2026-04-20.
  6. ^ a b Ferenstein, Gregory. "Tennyson Pinheiro on Implementing Service Design Thinking for Startups". Core77. Retrieved 2026-04-20.
  7. ^ "Design Thinking Brasil – Google Scholar citation record". Google Scholar. Retrieved 2026-04-20.
  8. ^ a b "The Service Startup: Design Thinking Gets Lean – A Practical Guide to Service Design Sprint". Service Design Network. Retrieved 2026-04-20.
  9. ^ a b "Tennyson Pinheiro". Google Scholar. Retrieved 2026-04-20.
  10. ^ "Breaking Free from The Lean Startup religion: The Service Designer Manifesto". Experientia. Retrieved 2026-04-20.
  11. ^ Pinheiro, Tenny (2017). Sprint Master's Guide: The Complete Guide to Service Design Sprints. ISBN 978-1542980722.
  12. ^ "Service design sprints: merging customer experience with agile". Livework. Retrieved 2026-04-20.

Category:Living people Category:Brazilian designers Category:Brazilian non-fiction writers Category:Service designers Category:People from Rio de Janeiro (city) Category:Design thinking

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