The Impact of Co-design Strategy in NDP process -A user participatory design approach for advancement of organisational innovation-

Recently, most of new product development fails; it does so not due to lack of advanced technology, but because of a failure to understand users’ need (von Hippel, 2005). Concept of collaboration strategy (e.g. co-creation, co-innovation, co-branding and co-design etc.) occurs more in practical business fields but definition has been equivocal also in literature has had conflicting. In particular, co-design is not a single approach but takes a wide variety of forms. As organisations increasingly team up with stakeholders to innovate, they confront critical and complex choices about whom to join forces with and how to share power with them. Thus, In order to conduct effective co-design between users and designers, there is a need to investigate a conceptual and appropriate definition through classifying co-design that is available to cope with various product development strategies. This research suggests that an appropriate adopt of co-design will be play a significant role in organisations’ new product development. Thus, the key challenge of this research is that it systemically classifies the co-design strategy furthermore; formulate a conceptual constitution for co-design strategy in new product development.