Behar Villegas, ErickLieb, Manfred G2021-12-202025-11-282025-11-282021https://repository.berlin-international.de/handle/123456789/638This paper highlights the necessity for new innovation methods in the digital transformation era. This study gives an overview of the impact and importance of Design Thinking - a method to approach the process of innovation - with the scope of digital business. It highlights the necessity of new modern methods to accelerate innovation in the modern digital world. In light of the increasingly diverse forms of the complexities of our world, the field of innovation strategy is in need of new approaches. Also the study will show that the ill-suitedness of traditional approaches are evident, therefore the study aims to determine how Design Thinking making valuable contributions. The literature review evaluates the impact of Design Thinking as a new approach for driving innovation and digital transformation at time of manic cycles of change. Cases will be introduced to show the application of Design Thinking and its positive outcome. Interviews will be conducted to get practical insights and experiences about Design Thinking. The study aims to provide a better understanding of the concept of Design Thinking and to extend the existing knowledge on how Design Thinking adds value to the innovation process and overall successAcknowledgement ........................................................................................................... 3 Structure......................................................................................................................... II List of Figures ...............................................................................................................IV List of Abbreviations ...................................................................................................... V Abstract ........................................................................................................................... 1 1. Introduction..............................................................................................................2 2. 1.1. General Introduction.......................................................................................... 2 1.2. Main Problem Statement ................................................................................... 3 1.3. Need and Justification for the Study .................................................................. 4 1.4. Research Aim .................................................................................................... 6 1.5. Research Objectives .......................................................................................... 6 1.6. Research Questions ........................................................................................... 6 Literature Review ..................................................................................................... 7 2.1. Term Definition................................................................................................. 7 2.1.1. Innovation...................................................................................................... 7 2.1.2. Design ........................................................................................................... 8 2.1.3. Creativity ....................................................................................................... 8 2.1.4. Creative Professionals .................................................................................... 8 2.1.5. Left and Right Brainer ................................................................................... 9 2.1.6. Creative Thinking vs. Traditional Managerial Analytical Reasoning ............ 10 2.1.7. Design Thinking .......................................................................................... 10 2.2. Design Thinking Model ................................................................................... 13 2.3. Tools and Characteristics of the DT Process .................................................... 15 2.3.1. The Power of Storytelling ............................................................................ 18 2.4. Why use Design Thinking?.............................................................................. 18 2.5. The Challenges of Innovation .......................................................................... 19 2.6. The Practical Application of Design Thinking in Innovation............................ 23 2.7. The Effect of Design Thinking on Innovation .................................................. 24 2.8. Empathy - Putting People First ........................................................................ 25 2.9. Impact of Design Thinking on Driving Innovation........................................... 28 2.10. Digital Creativity in enabling Innovation through Design Thinking.............. 30 2.11. Building human-centric digital solutions ...................................................... 32 2.12. Design Thinking for Organizational Transformation .................................... 34 3. 4. 2.13. Conceptual Framework ................................................................................ 35 Research Approach................................................................................................. 35 3.1. Research Strategy ............................................................................................ 35 3.2. Limitations and restrictions.............................................................................. 36 3.3. Secondary Data Collection .............................................................................. 36 3.4. Pros and Cons.................................................................................................. 36 3.5. Secondary Data Collection Approach .............................................................. 37 Data collection and Data Analysis .......................................................................... 37 4.1. 4.2. 4.3. 4.4. 4.4.1. 4.4.2. 4.4.3. 4.4.4. 4.5. 4.6. 4.7. Selected Case Characteristics........................................................................... 37 Data Analysis Technique ................................................................................. 37 Sample Considerations .................................................................................... 38 Selected Cases ................................................................................................. 38 Case Apple .................................................................................................. 38 Case Nordstrom Innovation Lab................................................................... 40 Case Gram Power ........................................................................................ 41 Case Successful E-Commerce App .............................................................. 42 Interview Analysis: Results ............................................................................. 43 Application and Result .................................................................................... 44 Limitations ...................................................................................................... 44 5. 6. 7. Discussion and Conclusion ..................................................................................... 45 5.1. Discussion of Results....................................................................................... 45 5.2. Revisiting the Research Objectives and Questions ........................................... 46 5.3. Conclusion and Practical Implications ............................................................. 46 5.4. Limitations and Suggestions for Future Research............................................. 48 References .............................................................................................................. VI Appendix............................................................................................................. XIIIengInnovation management, change managementArtificial intelligence (AI)Digital transformationThesis