What connects creativity to design? “Design is about doing things consciously and not because they have always been done in a certain way” Margaret Bruce Companion to Creativity (2009) Creativity Design Innovation
The Design of a Chess Set We will take the design of a Chess Set To explore how creativity and design interact Part 1: Assessing the consumer appeal of A chess set Part 2: How ‘structured techniques’ can support Design and creativity
Consumer Appeal of a Chess Set Take a closer look at the choices open to someone wanting to buy a chess set … The choice will be dictated by the varied preferences and decision-processes Of potential customers The designer (team) draws on knowledge of the user needs and on skills at creating a product that appeals to those needs
Put yourself in the place of a would-be ‘consumer’ You have found a catalogue offering eight chess sets, all of similar but competing designs Which sets do you like best? Which pieces do you like best? How do these considerations interact? Which set will you chose for yourself?
Ratings Pawn Rook Knight Bishop Queen King Overall Design 1-3 Chess 1-3 Code Set H Set G Set F Set E Set D Set C Set B Set A
What does the exercise tell us about creativity and design?
Use Benign Structures to get Better Iideas To get better ideas regularly you need new structures to help your idea awareness and skills in improving implementation potential These are so-called benign structures which support creativity A benign structure supports creativity by overcoming personal habits which are restricting idea generation
Simple forms of benign structure Tip No 4: Reverse thinking (‘Let’s turn that idea upside down’) Tip No 5 Add-on thinking (‘Yes and …’) Tip No 6 Blue sky thinking (‘If only…’) Tip No 7 Positive thinking (‘What’s good about it..?’) Tip No 8 Inside-out thinking (e.g. ‘Go from technical means to user needs’) ‘ Hybrid Composite For Root Canal Treatment’ Think ‘Food products to meet different needs’
The role of leadership in design teams Creative leaders help reconfigure the structures under which team members operate. Team-building structures overcome inter-personal barriers and establish team norms In a ‘dream team’, leadership provides structures which transcend established norms
Conclusions Design and creativity are more closely linked than has previously been believed Benign structures help individuals and teams achieve unexpectedly creative results