Design thinking in physical and virtual environments: Conceptual foundations, qualitative analysis, and practical implications

Technological Forecasting and Social Change, vol. 207, pp. 123596

Abstract

Design thinking (DT) is a widely-used innovation approach characterized by its experience-based character. It revolves around creating innovative solutions through extensive interaction among end-users, team members, and other stakeholders. However, traditional on-site, physical DT sessions are increasingly replaced by virtual sessions, potentially undermining the experiential nature of DT. This study examines the effects of changing from a physical to a virtual format on participants' experiences in DT processes as well as the resulting outcomes. To this end, we first identified two established complementary psychological theories—construal level theory and embodied cognition—that provide starting points for understanding the experiences of participants in physical and virtual DT formats. Next, we pursued an exploratory qualitative study by conducting 41 in-depth interviews with DT experts from research and practice. Our findings show that the DT format has profound effects across all phases of the DT process. From a theoretical perspective, we contribute by showing that changing the DT format to a virtual setting affects participants' cognitive experiences during all DT process phases and the respective outcomes. From a managerial perspective, we suggest a roadmap for designing a hybrid DT process that integrates the advantages of both physical and virtual DT formats.

Authors 4

1. Alice Minet Aachen Chair of Marketing

   RWTH Aachen University

   Affiliation as printed

   RWTH Aachen University, TIME Research Area, Chair of Marketing, Kackertstraße 7, 52072 Aachen, Germany

2. Daniel Wentzel corresponding Aachen Chair of Marketing

   RWTH Aachen University

   Affiliation as printed

   RWTH Aachen University, TIME Research Area, Chair of Marketing, Kackertstraße 7, 52072 Aachen, Germany

3. Stefan Raff

   Bern University of Applied Sciences · Massachusetts Institute of Technology

   Affiliation as printed

   Bern University of Applied Sciences, Institute of Digital Technology Management, Brückenstrasse 73, 3005 Bern, Switzerland

   MIT Sloan School of Management, 100 Main St, Cambridge, MA 02142, United States

4. Janina Garbas Aachen Chair of Marketing

   RWTH Aachen University

   Affiliation as printed

   RWTH Aachen University, TIME Research Area, Chair of Marketing, Kackertstraße 7, 52072 Aachen, Germany