Understanding Designer Engagement in the Product Development Process:

Evidence from Japanese Manufacturing Companies

Abstract

The role of designers in the product development process (PDP) has become increasingly important. However, there is still insufficient empirical evidence regarding the actual engagement of designers in the PDP and their relationship with product development performance and market conditions. In this study, through quantitative surveys and analysis targeting Japanese manufacturing companies, we clarified how designers engage in each stage of the PDP and how their engagement is related to product development performance and market conditions. The analysis results revealed significant differences in how designers engage in the PDP between companies. Particularly, notable differences were observed in how designers contribute to screening and evaluation of product ideas, product concepts, and prototypes. Furthermore, it became evident that companies consistently engaging designers throughout the entire PDP achieve high design performance and market performance. On the other hand, in terms of development efficiency performance, consistent and high-degree designer engagement throughout the PDP was not shown to have a pronounced effect. Finally, the analysis results indicated that how designers engage in the PDP is closely related to design intensity rather than technological or competitive intensity in the market.