對一個品牌企業而言，產品不斷的創新與設計，是保持企業競爭優勢的原動力。而產品的設計與創新的過程，必須考量許多的複雜變數與資訊。一個成功的企業，要如何消化這些設計變數與資訊，並辨識出具有價值的資訊，用以創造出滿足使用者需求並有效對企業創造營收的商品是非常重要的關鍵。本研究將藉由一個案研究-行動攝影機的概念設計，探討一個跨國的品牌企業面對新產品概念設計時如何思考各種面向以及決策。本研究發現：(1) IDEO 的Tim Brown 所提的產品設計思考的三大面向為企業之存續性、技術之可行性與使用者之需求性。以大型品牌企業而言，又以企業的存續性的商業決策重要性最高，決策層級必須提高，由高階主管主導相關決策，而決策之結果足以主導產品的成敗。(2)技術之可行性牽涉工程或工業設計之相關細項可由各專業單位進行設計決策之外，關鍵零組件之選用與決策由於牽涉企業其他產品的共用性、產品平台的策略以及廠商偕同技術開發與營運狀況等考量，影響甚巨，決策層級必須提高，由高階主管進行決策。(3)使用者的需求性則仰賴各功能單位的專業知識，給予高自由度的設計決策權限。(4)關鍵技術是將產品線擴張至鄰近市場最佳的槓桿。(5)由使用者需求觀點進行產品差異化並整合周邊產品是新產品概念開發時重要的考量。(6)新產品概念開發變數更繁雜，決策方式應保留愈多彈性，但完整的辯證與理性決策乃是最佳的方式。(7)企業的產品設計思考與決策單位，必須具備的特質為：善於聆聽、溝通，尊重專業，並具備商業概念，與成員背景的多樣性等。

Product innovation and design is the driving force to maintain competitive advantage for a brand enterprise. Many complex variables and information must be considered during the process of product design and innovation. It is very important for a successful enterprise on how to digest these design variables and information, identify valuable information to meet user’s needs and create an effective product for enterprises to generate revenue. This research takes action camera conceptual design as a case study to explore how a brand company makes design thinking and decisions during new product concept design. The study results are as follows:
(1)IDEO’s design thinking concerns about three main phases, viability, feasibility and desirability. For a large brand company, viability is the most important and highly concerned for business decision-making. The decision-making level must be raised to the top executives and the results of the decision-making lead the success or not of the products.
(2)Technical feasibility involves many engineering and industrial design details, the decision can be made by each functional team. But the decision of key component choosing is concerned with sharing of the other products, product platform strategy, co-technology development and operating conditions of the supplier. The decision-making level must be raised to higher executives.
(3)The user desirability relies on the expertise of the various functional teams, and high degree of freedom of design decision-making authority must be granted to the teams.
(4)Core technology is the best leverage to expand product line to adjacent markets.
(5)Making product differentiations from user’s perspective and integrating peripheral products are important considerations when developing new product concepts.
(6)The variables of new product conceptual design are complex. More flexibility should be remained when decision making. Comprehensive reasoning and rational decision-making is the best way.
(7)The product design thinking and decision-making department in an enterprise must have characteristics as: be good listener, well communication, respect to professional, possess business concepts and keep the diversity of backgrounds and members.

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