Improving the approach and the stages of new products design in the context of digital development

The relevance of this article lies in digitalization. Digital technologies have become more and more introduced into all spheres of human life. As companies transform, they rethink how they manage new product development. Despite this, a high percentage of failures is associated with problems in management at the initial stage of ego creation. They determine the functionality and characteristics of the new product. Based on this, managing the process of creating a new product becomes crucial. The aim of the study is to consider the approaches and stages of developing new products in the context of digitalization.