Role of Design Thinking and Customer Engagement in Product Development

Abstract

This study focuses on role of design thinking in product development in automotive industry. It explores the implementation and effectiveness of design thinking methodologies within the automotive industry, focusing on insights gathered from telephonic interviews with experienced professionals from leading companies such as Toyota, Bosch, and Volvo. The findings reveal a positive trend in the familiarity and application of design thinking principles among respondents, with 39% expressing they are very familiar with its concepts. However, the integration of design thinking into product development processes varies, with only 12% indicating full integration. A significant portion (26%) reported minimal application, highlighting challenges such as organizational resistance, a lack of training, resource constraints, and scepticism regarding its effectiveness. Despite these barriers, a strong consensus emerged regarding the role of design thinking in fostering innovation, with 88% of respondents rating its effectiveness as either effective or very effective. Additionally, 89% agreed that design thinking is an essential creative problem-solving tool applicable in most situations. These results underscore the potential of design thinking to enhance organizational success in the automotive sector, while also emphasizing the need for targeted strategies, including education, incremental integration, and leadership support, to overcome existing challenges and maximize its benefits. The study contributes to the growing body of literature on customer engagement and innovation by highlighting the multifaceted nature and significant impact of design thinking in product development.