Motivators and Barriers for Using Design Thinking in NPD

Abstract

Design thinking is an iterative approach that contrasts with the conventional new product development process, which is considered a linear process. The purpose of this study is to look into the use of design thinking as an approach to improve the new product development process by finding the motivators that encourage and the barriers that restrain the use of the methodology in NPD. A systematic literature review was used as method. Some of the main motivators found include an improvement to innovation results and greater understanding by users. The major barriers that may restrain its use derive from the teams' fear of failing and improper implementation. Understanding such factors may help companies that wish to use the approach, or even prevent potential mistakes and giving up.