The emergent theme of design led innovation is well recognized now. Yet, the association between ‘design’ and ‘digital innovation’ rema-ins largely under-explored. In order to help enterprises in the pressure of digital environment to better understand the role of design in promoting digital innovation. Based on the literature, this paper explores the unique characteristics of digital innovation from three aspects: content, organization and impact. On this basis, it conduct a systematic analysis for the role of design in digital innovation. The contribution of this paper is to: (1) explore the practice and significance of design in the digital innovation; (2) make guideness to companies and designers who are committed to adding value to their products or business through digital innovation. This paper argue that design has an intensive strategy role in promoting digital innovation in three aspects. The application of design needs to pay more attention to its overall effectiveness.