這幾年由於商業體系環境的改變，特別是在零售產業上，面臨線上零售的強大挑戰。消費者基於線上的價格取向與沒有時空限制的方便性、付款方式多元化等，加上物流的完善，紛紛流向線上；這使得實體零售業開始不斷的面臨加強體驗強度、更貼心的服務以及更舒適的賣場環境優化，以保住漸漸流失的消費者。
但這樣的努力顯然不夠，消費的許多契機依然被線上零售給佔據，再加上新的商場因為房地產開發與都市發展，不斷如雨後春筍般的出現，更雪上加霜。創新，開始成為實體零售積極尋找突破的希望，零售產業開始在不同向度上加碼，尋找每一個可能創新的機會，來討好消費者。一方面，也讓實體零售開始思考自己在消費者地圖上的定位與角色。這些挑戰與鬆動，也形成了讓設計有機會進入零售商業體系裡扮演一定的角色。
本研究主要的目的在探討設計進入商業零售體系裡的所產生的作用，及其該扮演何種角色。透過研究者本身進入實體零售的整個過程與經驗、面對的問題與困難，以質性與設計思考的學術理論，探討設計在組織中該如何調整與可以作為的可能性為何，並歸結出未來投入者該如何避免或是可以預見的挑戰在哪裡。
本研究雖然以研究者自身案例為研究對象，研究可能有些限制，但依然提供以下三點作為研究貢獻：
1. 親身體驗現實與理論間的差距
2. 面對組織問題的真實處理
3. 設計投入需要具備哪些專業能量

Today's business environments are changing rapidly, and conventional retailors (bricks-and-mortar retailers) are facing great challenges from ever-growing and constantly evolving online retail landscape. Due to competitive pricing, shopping with no space constraint, diverse payment options and strong logistics infrastructure, millions of consumers buy online instead. Therefore, Bricks-and-mortar companies must constantly create a seamless shopping experience, offer intimate service, and optimize shopping environment for not losing more walk-ins.
Obviously, the above efforts are not enough to combat the issues. Conventional retailers not only facing problems such that online shopping undoubtedly taking sales away from them, but also new shopping malls emerge with growing real-estate development and urban planning. Nevertheless, innovation, as core strategy, conventional retailers are actively seeking breakthroughs and new opportunities from various aspects of retail industry. Furthermore, conventional retailers need to reconsider how to position themselves in the consumer realm. Surely, these challenges and repercussion provide an opportunity for “Design” to be played a crucial role as conventional retailers evolve.
The main purpose of this research is to explore the role and the effect of design being implemented into the commercial retail system. Through researcher’s personal engagement and experience in commercial retail sector, the challenges and difficulties were confronted and identified. As a result, this thesis, by utilizing qualitative method and Design Thinking theory, explore how “design” impacts on and, how “design” creates the new possibilities for the retail organization while evolving with the shift of retail landscape. Consequently, this research deduces how to avoid or to manage the foreseeable challenges for future retailers.
This research takes the researcher's own case as the research object; therefore, the research may be somewhat limited, but the following three points are still provided as research contributions:
1. Discrepancy between research's own experience and deduced theory
2. Real world challenges and solutions within the retail organization.
3. Professional skills and knowledge required for design implementation.

中文
1. 蕭瑞麟，「不用數字的研究：鍛鍊深度思考力的質性研究」，台灣培生教育，2007
2. 蕭瑞麟，「讓脈絡思考創新：喚醒設計思維的三個原點」，天下遠見出版社，2011
3. 玉樹真一郎，江宓蓁譯，「『體驗設計』創意思考術」，平安文化有限公司，2021
4. Tim Brown，吳莉君、陳依亭譯，「設計思考改造世界」，譯自：change by design thinking transforms organizations and inspires innovation，聯經出版事業股份有限公司，2021
5. 黃會超，「實體店逆境求生：把消費者從線上通路拉回來：賣什麼都不如賣體驗」，好優文化，2018
6. 王曉鋒、張永強，「零售4.0：零售革命，邁入虛實整合的全通路時代」，遠見天下文化，2015
7. 「頂尖MBA都在瘋的的設計思考術」，商業週刊第1501期，商週出版社，2016

英文
1. Mark Johnson, Seizing the white space, 2010.

網路資料
1. 商週管理知識內參，「Airbnb如何用『設計思考』，讓瀕臨破產的公司，變身成為市值破千億的獨角獸？」，2019，https://www.businessweekly.com.tw/management/blog/26672
2. 東海大學建築學系教學特色，「教學特色」，http://arch.thu.edu.tw/about/2/
3. 洪育成，考工記工程顧問有限公司，發表文章：建築教育，2010，https://www.origin.com.tw/project-article-default/a2010-5.pdf
4. 楊又肇，mashdigi科技、新品、趣聞、趨勢「台灣首間獨立直營店『APPLE信義A13』正式開幕」，2019，https://mashdigi.com/apple-xinyi-a13-store-grand-opened/
5. 楊又肇，mashdigi科技、新品、趣聞、趨勢「蘋果芝加哥直營旗艦店啟用，成為居民、與旅客全新城市交流廣場」，https://mashdigi.com/%e8%98%8b%e6%9e%9c%e8%8a%9d%e5%8a%a0%e5%93%a5%e7%9b%b4%e7%87%9f%e6%97%97%e8%89%a6%e5%ba%97%e5%95%9f%e7%94%a8-%e6%88%90%e7%82%ba%e5%b1%85%e6%b0%91%e3%80%81%e8%88%87%e6%97%85%e5%ae%a2%e5%85%a8%e6%96%b0/