设计导向、产品开发与长期利益--以数字产品团队为例

Design Orientation,Product Development and Long‐term Benefits:Evidence from Digital Product Team

设计导向包括用户共情、协同发散、迭代、多重表征四个维度。本文在资源基础观的基础上构建理论框架,认为设计导向可以帮助新产品开发团队通过减少常规和认知惯性来开发更多的创新产品,并对此进行了验证分析。本文以数字化产品及其团队为研究对象,通过采集调查问卷数据,实证探究了设计导向、产品开发(实用性和新颖性)与长期利益的关系,以及任务复杂度在其中的调节作用。研究结果表明:无论新产品开发团队是面对简单任务还是复杂任务,设计导向都与产品实用性呈正相关;但只有在面对简单任务时,设计导向才与产品新颖性呈正相关;产品开发在设计导向和产品长期利益之间起部分中介作用,这主要是由产品实用性带来的。本文为新产品开发团队有效运用设计导向原则,开发更多具有长期利益的产品提供了理论借鉴。

Design orientation is composed of four dimensions:user empathy,collaborative abduction,iteration,and multiple representations.Based on the resource-based view,a theoretical framework was built,which theorizes that design orientation facilitates new product development(NPD)teams to develop more innovative products by reducing routine and cognitive inertia.By collecting questionnaire data from digital products teams.The relationship between design orientation,product development(utility and novelty)and long-term benefits,as well as the moderating effect of task complexity were empirically explored.The research results shows that whether NPD team is facing simple or complex tasks,design orientation is positively related to product utility;but only when facing simple tasks,design orientation is positively related to product novelty;product development partially mediates the relationship between design orientation and long-term benefits,which is caused by product utility.This paper can provide theoretical reference for NPD teams and companies to develop more products with long-term benefits potential by using the principles of design orientation.