The Impact of Design Thinking on Corporate Innovation and New Product Development

Abstract

The Impact of Design Thinking on Corporate Innovation and New Product Development Zhang Xi Dept. of Industrial Design The Graduate School Hanyang University Design thinking, as an interdisciplinary problem-solving approach, combines user-centered focus, challenge framing, visual thinking, experimental methods, and cross-functional collaboration. Its effectiveness is a subject of debate, with some proponents praising its ability to address systemic issues, while others question its applicability in traditional business processes and its impact on innovation success. Quantitative empirical research on its implications is currently lacking. This study investigates the correlation between applying design thinking in innovation projects, fostering innovation culture, and achieving project success. The research involves semi-structured qualitative interviews and quantitative questionnaire data. The paper consists of three studies: the first uses empirical quantitative methods to explore the relationship between design thinking and company-wide innovation culture. The second quantitatively examines how design thinking practices impact project team innovation culture and success. The third study quantitatively assesses the impact of design thinking methods in R&D on new product development success. This research sheds light on the mechanisms by which design thinking operates within industrial firms, its link to innovation success and culture at both team and individual levels. Team cohesion is crucial in the relationship between design thinking practices and team empowerment, with highly cohesive teams more likely to adopt design thinking fully. However, the suitability of design thinking in highly innovative environments requires further investigation. In conclusion, this study provides fundamental insights into the complex relationship between design thinking and innovation, suggesting directions for future research that explore other contributing factors like project characteristics, structural elements, and culture and their impact on broader outcomes such as product and commercial success. Expanding sample sizes and investigating various work scenarios are also recommended. Keywords: Design thinking, organizational innovation, user-centricity, design management, manufacturing industry.