Design orientation is composed of four dimensions: user empathy, collaborative abduction, iteration, and multiple representations. Based on the resource-based view, this paper builds a theoretical framework which theorizes that design orientation facilitates new product development (NPD) teams to develop more innovative products by reducing routine and cognitive inertia. By collecting questionnaire data from digital products teams, this paper empirically explores the relationship between design orientation, product development (utility and novelty) and long-term benefits, as well as the moderating effect of task complexity. The research results shows that whether NPD team is facing simple or complex tasks, design orientation is positively related to product utility; but only when facing simple tasks, design orientation is positively related to product novelty; product development partially mediates the relationship between design orientation and long-term benefits，which is caused by product utility. This paper can provide theoretical reference for NPD teams and companies to develop more products with long-term benefits potential by using the principles of design orientation.