Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
DESIGN FIXATION
Discussant: Jingning Zhang
Experiment Result
PROCEDURES
Design Problem
Flawed Example
Generate Designs
Control Fixation
“explicitly instructed 	

that no straws …”
Control Fixation
Designs with straws 1% 17%
RESULTS
Why the designers disobey the instructions?
Control Fixation
Designs with straws 1% 17%
Why the fixation group contains obvious flaws?
Misunderstanding on instructions
Grading policy
What if they are told about the flaws in examples?
SIMILARITY METRICS
Flawed Features
Flexibility
Originality
Number of designs
Only use 3 features?
No positive features?
Originality & flexibility only for Experiment 4?
So what do you think
is the rig...
Leverage Design Fixation in Crowd-sourcing
Under what task conditions
is it approbate to supply examples?
Domain Familiarity Response Diversity
What is the right time to present examples?
Beginning? 	

Halfway through?
What examples should we presents?
Amount? 	

Positive or negative or both?
Design Fixation in Other Fields
What evidence can be provided
for design fixation in other design fields?
Web Design UI Design Architecture Design
What method can be taken
to overcome design fixation?
Talk to other people Refer to other designs
Your own tricks?
How Examples may (and may not) constrain
creativity
Discussant : Baskar Rethina-saba-pathi
Benzene Ring Hypothesis
- Kekulé predicted the cyclic model 65 years before actual
confirmation
Benzene Ring Hypothesis
- Inspiration from a dream of a snake biting its own tail
First commercial Television – Raster Scan
- Farnsworth worked out the principle of the image dissector
when he was 15
First commercial Television – Raster Scan
- Inspired from the back-and-forth motion used to plow a
field
Farming Electronics
Mythology Chemistry
Farming Electronics
Mythology Chemistry
Software
Flagship
Product
Farming Electronics
Mythology Chemistry
Software Software
Flagship
Product
Most
criticized
Would reading of prior work be considered looking
at examples?
Would this suggest conformity?
Example: Reading technical p...
Why fresh works are perceived to be more
creative than improvisations?
Marsh’s assessment - we fixate on some aspects whil...
http://youtu.be/zd-dqUuvLk4?t=7m18s
What do you need to think outside the box?
Step 0: Borrow a box ?
Plagiarism impacts designs.
But the paper does not say when are they good to
adopt
Can we say, there exists nothing called...
Upcoming SlideShare
Loading in …5
×

Design Fixation and conformity with examples

405 views

Published on

Published in: Technology, Business
  • Be the first to like this

Design Fixation and conformity with examples

  1. 1. DESIGN FIXATION Discussant: Jingning Zhang
  2. 2. Experiment Result
  3. 3. PROCEDURES Design Problem Flawed Example Generate Designs Control Fixation
  4. 4. “explicitly instructed that no straws …” Control Fixation Designs with straws 1% 17% RESULTS
  5. 5. Why the designers disobey the instructions? Control Fixation Designs with straws 1% 17%
  6. 6. Why the fixation group contains obvious flaws? Misunderstanding on instructions Grading policy
  7. 7. What if they are told about the flaws in examples?
  8. 8. SIMILARITY METRICS Flawed Features Flexibility Originality Number of designs
  9. 9. Only use 3 features? No positive features? Originality & flexibility only for Experiment 4? So what do you think is the right metrics for similarity? SIMILARITY METRICS Flawed Features Flexibility OriginalityNumber of designs
  10. 10. Leverage Design Fixation in Crowd-sourcing
  11. 11. Under what task conditions is it approbate to supply examples? Domain Familiarity Response Diversity
  12. 12. What is the right time to present examples? Beginning? Halfway through?
  13. 13. What examples should we presents? Amount? Positive or negative or both?
  14. 14. Design Fixation in Other Fields
  15. 15. What evidence can be provided for design fixation in other design fields? Web Design UI Design Architecture Design
  16. 16. What method can be taken to overcome design fixation? Talk to other people Refer to other designs Your own tricks?
  17. 17. How Examples may (and may not) constrain creativity Discussant : Baskar Rethina-saba-pathi
  18. 18. Benzene Ring Hypothesis - Kekulé predicted the cyclic model 65 years before actual confirmation
  19. 19. Benzene Ring Hypothesis - Inspiration from a dream of a snake biting its own tail
  20. 20. First commercial Television – Raster Scan - Farnsworth worked out the principle of the image dissector when he was 15
  21. 21. First commercial Television – Raster Scan - Inspired from the back-and-forth motion used to plow a field
  22. 22. Farming Electronics Mythology Chemistry
  23. 23. Farming Electronics Mythology Chemistry Software Flagship Product
  24. 24. Farming Electronics Mythology Chemistry Software Software Flagship Product Most criticized
  25. 25. Would reading of prior work be considered looking at examples? Would this suggest conformity? Example: Reading technical papers, old versions of code
  26. 26. Why fresh works are perceived to be more creative than improvisations? Marsh’s assessment - we fixate on some aspects while still innovating in other areas
  27. 27. http://youtu.be/zd-dqUuvLk4?t=7m18s What do you need to think outside the box? Step 0: Borrow a box ?
  28. 28. Plagiarism impacts designs. But the paper does not say when are they good to adopt Can we say, there exists nothing called “Absolutely Novel”? Is everything example driven?

×