A conceptual model for integrating design thinking and lean startup methods into the innovation process

Design thinking is a methodology that comes from the industrial design realm and is centred on culling better needs insight from users. Another popular methodology is based gaining insight on the potential of an opportunity through experimentation, testing, and iterating with users. This is commonly referred to as lean startup methods. However, from a research perspective, we still do not know the most effective way to implement these user focused design methods within the innovation process within organizations, and which aspects of the design process are the most impactful in developing new opportunities. In this research, we propose a high-level conceptual process model on how user focused design methods such as design thinking and lean startup methods can be integrated into the up-front innovation process within organizations. We review the conceptual model, associated activities, and process considerations. The article concludes with thoughts on future research.