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

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.