As an emerging construction method, the lateral launching technique for shield tunneling can ensure launching safety while significantly reducing disturbances to urban traffic. However, the influence of its design parameters on construction stability and economic performance has not yet been systematically investigated, thereby limiting its broader application in complex urban environments. To address this gap, this study proposes a comprehensive analytical framework integrating field monitoring, numerical modeling, orthogonal experiments, and regression-based optimization. Relying on a shield lateral launching project in a central urban district of Guangzhou, a systematic investigation is conducted. Field monitoring data are used to verify the reliability of the three-dimensional finite element model, confirming that deformations of both the retaining structures and the surrounding ground remain within a stable and controllable range. On this basis, the orthogonal experimental method is, for the first time, introduced into the parameter sensitivity analysis of the shield lateral launching technique. The analysis reveals the influence ranking of support parameters on surface settlement. Key parameters are then selected for optimization design according to the sensitivity order, followed by a comprehensive evaluation of deformation control effectiveness and economic performance of the optimized scheme. The results show that the deformation of both the retaining structures and the ground during construction remains below the control limits, indicating good structural stability. Among the supporting parameters, the sensitivity coefficients from high to low are the diaphragm wall thickness H_W, the grouting reinforcement range H_G, the initial support thickness of the lateral-shifting tunnel H₁, the initial support thickness of the advance launching tunnel H₂, and the elastic modulus of the diaphragm wall E_W. Based on the sensitivity ranking, the highly sensitive parameters are selected for optimization, and the optimal parameter combination is determined to be a diaphragm wall thickness of 1000 mm, a grouting reinforcement range of 1600 mm, and an initial support thickness of 100 mm for the lateral-shifting tunnel. This combination meets the safety requirements for surface settlement while effectively reducing material consumption and improving economic performance. The study provides technical and theoretical references for shield launching under complex conditions.