What is Product Design

There has been a significant shift from product-centric to customer-centric practices to achieve competitive advantage by integrating customer needs, preferences, and expectations. Many practitioners and academicians have championed the adoption of design thinking as an approach that can be used to help companies become customer-and product-centric simultaneously. While there has been an increase in design thinking literature, there is limited knowledge on how businesses can effectively integrate design thinking to achieve optimal results. To bridge this knowledge gap, a systematic review of the bibliometric literature was conducted to gather and analyze data on the challenges and opportunities of implementing design thinking in product design. The research aims to provide insights that will guide practitioners in integrating design thinking to create business approaches that balance critical aspects of customer-centric and product-centric philosophies.