Creativity and Design
Day 3: How?
http://savic.cc/tag/feasibility/ http://www.wixomdesigns.com/architecture.php
1st century BC: firmitas, utilitas, venustas
(technology, market, people)
31
Most people…
•Believe that failure is wrong
•Assume that success is failure-free
•Associate failure with embarrassment
•Fail twice: don’t learn once they fail
•Fear failure (kiasu, ‘scared to lose’)
•Dismiss, forget or hide their failures
ricardo_sosa@sutd.edu.sg
“Babe” Ruth hit 714 home runs in his career (1914-1935)
He also struck out 1,330 times in his career
http://www.flickr.com/photos/cliffbaise/4479440032
“Alfred Nobel was full of
ideas; he said ‘If I have a
thousand ideas a year, and
only one turns out to be
good, I am satisfied’. I, too,
am full of ideas, and I
would be satisfied with
one good idea per year”
Dr. Linus Pauling
http://www.nobelprize.org/nobel_prizes/peace/laure
ates/1962/pauling-acceptance_en.html
Reflect
What is your attitude towards failure?
How have you been educated to face failure?
What could be positive about failing?
“Your attitude towards failure determines your altitude after failure”
- John C. Maxwell
undergradsuccess.comfunnie.st/458449/epic-sports-fails/3
“Fail Early, Fail Fast and Fail Often”32
Learn from others’ mistakes
Identify the numerous failures behind successful people / businesses
Look for ‘trial and error’ processes (nature, science, society, etc.)
Fail gracefully and honestly, don’t hide your failures
http://www.digitaltrends.com/features/apples-worst-products-and-biggest-failures/
http://www.fastcompany.com/3038446/innovation-agents/failure-has-never-been-more-successful
“He failed business ventures, bankruptcy, and 302 rejections
before finally receiving financing for Disney World”
https://medium.com/the-everyday-epiphany/failures-who-changed-the-world-ea7839783de3
“Every single one of these best-selling authors was initially rejected. Literary agents and
publishers informed them in an endless stream of rejection letters that nobody would be
interested in reading their book”
http://www.literaryrejections.com/best-sellers-initially-rejected/
“The Mysterious Affair at Styles waited five years before
publication having been rejected by six publishers”
http://www.agathachristie.com/about-christie/
biography.com
Agatha Christie
J.K. Rowling
Louis L’Amour
Dr Seuss
Jack Canfield & Mark Victor Hansen
C.S. Lewis
James Joyce
Paulo Coelho
J.D. Salinger
Beatrix Potter
Margaret Mitchell
Irving Stone
Stephenie Meyer
H.G. Wells
Dr. Ricardo Sosa: sosa.ricardo@gmail.com
Try doing something new, anything you haven’t tried so far
Focus on your emotions toward error
Overcome, learn, persist and replicate
When and how is failure possible and important?
Can you use failure as a valuable and feasible working ethos?
What is the role of timing to turn failure into success?
Dr. Ricardo Sosa: sosa.ricardo@gmail.comhttp://thinkd.org/category/bad/
Not all failure is obvious
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://worldwide.hyundai.com/WW/Innovation/Design/DesignProcess/index.html
http://www.electrolux.com.sg/Innovation/Inside/Meet-the-designers/KIM-LIM/
http://www.kia.com/worldwide/experience-kia/design/
http://www.jamesdysonfoundation.com/design/process.asp
http://www.huffingtonpost.com/darby-roach/behind-the-scenes-at-nike_b_818132.html
http://www.zurb.com/word/design-processhttp://dm9barcelona.wordpress.com/2012/03/15/understanding-zaras-success/
http://www.design.philips.com/sites/philipsdesign/about/design/aboutus/approach/index.page
http://www.maelabs.ucsd.edu/mae3/handouts/design-process-Ullman.pdf
von Hippel 1993/ modified by: http://www.tuhh.de/tim/downloads/arbeitspapiere/Arbeitspapier_4.pdf
http://cdn.intechopen.com/pdfs/43555/InTech-Sustainable_product_innovation_the_importance_of_the_front_end_stage_in_the_innovation_process.pdf
http://v2.centralstory.com/about/squiggle/
H Plattner, C Meinel & LJ Leifer (Eds.), Design Thinking: Understand–Improve–Apply. Heidelberg, Germany: Springer.
http://www.designcouncil.org.uk/Documents/Images/Our%20work/Challenges/Health/AandE/Toolkit/DoubleDiamond_580.jpg
Design: iteration of divergence and convergence33
http://www.mech.utah.edu/senior_design/07/uploads/Main/Lect12-ConceptSelection.pdf
Funnel
1. Temporary choices: Overall process is convergent (hence funnel),
but relies heavily on divergent decision-making
2. Successive approximations: Problem-solution coevolve together
3. Ideas are not light bulbs: Eureka! is less having the idea, and more
understanding it
4. Clear vision: but remain flexible (pivoting)
5. No right/wrong responses, but more/less appropriate
6. Abductive reasoning: ban the phrase “prove it!”
7. F4: Fail early, fail cheap, fail often, fail different
“it goes from being a methodology to a mind-set”
A shift in the way to think about work is required34
http://www.flickr.com/photos/cuellar/4410049009/sizes/o/in/photostream/
Form
objective, stable, strong, motion, action, conventional,
impersonal, rules, natural, settlement, revolution
Frame: to arrange or adjust for a purpose: ”The question was
framed to draw only one answer”
http://www.mathsisfun.com/numbers/golden-ratio.html
http://www.youtube.com/watch?v=085KSyQVb-U
https://vimeo.com/88132964
http://www.flickr.com/photos/pedrolmc/7164090959/sizes/c/in/photostream/ http://www.flickr.com/photos/tonythemisfit/3216348493/sizes/z/in/photostream/
http://www.flickr.com/photos/noyzmedia/2903967082/sizes/z/in/photostream/
http://www.flickr.com/photos/g4r37h/3753545070/sizes/z/in/photostream/
http://www.sd.polyu.edu.hk/iasdr/proceeding/papers/A%20study%20on%20classifying%20the%20form%20of%20mobile%20phones%20with%20eidetic%20reduction%20method.pdf
http://world-viewer.com/data_images/volkswagen-bug/volkswagen-bug-06.jpg
http://2.bp.blogspot.com/-RbmKklO4n7o/TayJOee4d1I/AAAAAAAAdtI/od3XLTlDPrs/s1600/2012-volkswagen-beetle-live-4.jpg
http://www.thesupercars.org/wp-content/uploads/2009/07/Volkswagen-Beetle1.jpg
http://www.carsbase.com/photo/Volkswagen-New_Beetle_mp53_pic_1296.jpg
http://people.gnome.org/~federico/news-photos/2006-06-6755-casa-mila.jpg
http://www.natures-desktop.com/images/wallpapers/800x600/man-made/brick-red-chimneys.jpg
http://www.flickr.com/photos/jingleslenobel/6806186496/
http://www.flickr.com/photos/tr1stan27/4408550933/
http://www.flickr.com/photos/wildhiss/4114375011/
http://www.flickr.com/photos/thorhakonsen/3343636461/
http://www.hoax-slayer.com/images/dew-water-poison-hoax-1.jpg
http://nbu.bg/cogs/events/2002/materials/Peter/Recognition%20by%20Components.pdf
http://www.popularmechanics.com/technology/gadgets/news/4307736
http://www.popularmechanics.com/technology/gadgets/news/4307736
Dr. Ricardo Sosa: sosa.ricardo@gmail.com
Dr. Ricardo Sosa: sosa.ricardo@gmail.comhttp://arstechnica.com/apple/2014/09/smartwatch-wars-the-apple-watch-versus-android-wear-in-screenshots/
http://www.thedesignquest.com/post.php?id=2803
Miloš 'Mickey' Vujičić http://www.designscene.net/2013/03/mickey-egg-chair-by-milos-mickey-vujicic.html
http://redmodernfurniture.com/2007/03/18/mickey-mouse-glove-chair/
http://www.coroflot.com/miguelalmena/Childrens-Furniture
http://bid.profilesinhistory.com/Mickey-Mouse-leather-chair-from-Disney-World-Toon-Town_i11538165
http://www.bonhams.com/auctions/20105/lot/1229/
http://blog.ba-stores.com/2010/12/20/walt-disney-furniture-for-children-room/
http://www.k24childplay.com.sg/product_info.php?cPath=5&products_id=48
http://www.coroflot.com/miguelalmena/Childrens-Furniture
http://www.comparethebazaar.com/Compare-Prices/Mother-Amps;-Baby/Nursery-Care/Baby-Furniture_174
The shape of things is a complicated business that goes
beyond superficial appearances and arbitrary choices
35
Thomas Edison
J. Utzon
Frank Gehry
http://www.brookbanham.com/sketches
A. G. Bell
Key idea is: speed sketching is NOT about aesthetic quality, but seeing/thinking/communicating in more and flexible ways to represent ideas
Sketching is quite useful to organise your ideas
And you will use it individually and in teams to generate ideas
Idea sketching is a basic ‘literacy tool’ for ideas (and
has nothing to do with artistic drawing)
36
Lines
Basic 2D Shapes
• To draw freehand sketches
• Train you to use pencils, pens and markers to draw sketches
3. Basic 3D shapes
[15”]
Extrusion
Orthogonal
Idea sketching helps you perceive the world37
http://images.bit-tech.net/content_images/2010/08/fun-with-remote-control-vehicles/ar.drone.jpg
http://www.lowcostbathrooms.com/images/products/zoom/1276601703-25790600.jpg
Top and front views
http://www.clker.com/cliparts/d/8/3/1/1310140523740641197apple-macbook-pro-mc374lla-13.3-inch-laptop-front-top-view-1.jpg
http://www.hightech-edge.com/wp-content/uploads/2007/04/macbook-pro.jpg
http://www.lenovo.com/images/gallery/main/lenovo-laptop-ideapad-z400-touch-dark-chocolate-front-back-view-1.jpg
http://inhabitat.com/wp-content/blogs.dir/1/files/2012/07/Marfa-10by10-Candid-Rogers-Architect-3.jpg
Idea sketching helps you remember and analyse
the world
38
Draw top and front view of:
http://www.bryanchina.com/BPB-250H%20Squares%20Square%20Bowl%20Porcelain.jpg
Draw 3 views of:
http://www.piborg.com/images/TriBorg/TriBorg-PiCy-Full.png
Draw 3 views of:
http://freshome.com/2013/06/10/table-with-a-twist-the-kaari-table-by-juhani-horelli/
Idea sketching helps you imagine new worlds39
Build something with:
Form Activity
Draw a box (simple shape)
One of these
shapes is
called “buba”,
the other
“kiki”
Use 2 geometries of
3 sides as initial
shapes to generate
as many unique
compositions
resulting in more
than 2 final
geometries
1 2
sample composition resulting in more than 2 shapes
1
2
3
Use 2 geometries of
3 sides as initial
shapes to generate
as many unique
compositions
resulting in more
than 2 final
geometries
this composition features:
shape #1 = 6 sides
shape #2 = 4 sides
shape #3 = 3 sides
how many unique compositions can you
create combining 2 triangles?
3
2
1
g’ (s’1… s’n) s1 s2 s3 s4 s5 s6 s7 s8 s9 s10 s11 s12 s13 s14 s15 s16 s17 s18 s19 s20 s21 s22 s23 s24 s25 y
3 [3,3,3] x 1
3 [3,3,4] x 1
3 [3,3,4] x 1
3 [4,5,6] x 1
4 [3,3,3,4] x 1
4 [3,3,4,4] x 1
5 [3,3,3,3,5] x 1
3 [3,3,4] x x 0.5
3 [3,3,6] x x 0.5
3 [3,4,5] x x 0.5
4 [3,3,3,4] x x 0.5
4 [3,3,4,4] x x 0.5
5 [3,3,3,3,4] x x x 0.3
3 [3,4,5] x x x x 0.25
4 [3,3,3,4] x x x x 0.25
4 [3,3,3,4] x x x x 0.25
4 [3,3,4,5] x x x x 0.25
3 [3,3,3] x x x x x 0.2
3 [3,3,5] x x x x x 0.2
4 [3,3,3,3] x x x x x 0.2
4 [3,3,4,5] x x x x x 0.2
5 [3,3,3,3,4] x x x x x 0.2
3 [3,3,5] x x x x x x 0.16
5 [3,3,4,4,5] x x x x x x 0.16
4 [3,3,4,4] x x x x x x x 0.14
5 [3,3,3,4,4] x x x x x x x 0.14
3 [3,3,4] x x x x x x x x x 0.11
6 [3,3,3,3,3,5] x x x x x x x x x 0.11
3 [3,4,4] x x x x x x x x x x x 0.09
3 [3,4,7] x x x x x x x x x x x x 0.08
3 [3,3,3] x x x x x x x x x x x x x 0.07
5 [3,3,3,5,5] x x x x x x x x x x x x x 0.07
4 [3,3,3,3] x x x x x x x x x x x x x x 0.07
5 [3,3,3,3,4] x x x x x x x x x x x x x x 0.07
5 [3,3,4,4,4] x x x x x x x x x x x x x x x x x x x 0.05
7 [3,3,3,3,3,3,6] x x x x x x x x x x x x x x x x x x x x x 0.04
3 [4,5,5] x x x x x x x x x x x x x x x x x x x x x x x 0.04
FLUENCY 10 10 5 10 6 9 10 6 7 11 8 7 8 7 8 9 10 11 12 16 9 14 15 11 16
ORIGINALITY 1.2 1.1 0.6 1.4 0.9 2.2 1.2 0.7 0.9 1.4 0.8 1.1 0.7 0.7 0.8 1.5 3.3 0.9 2 2.5 1.8 2.7 3.7 1.7 2.1
Divergent reasoning is core to creativity, it’s also damn
difficult!
40
shape combinations (exploration, 1M steps) instances solutions by humans
{ 5,0,0,0,6 [3, 3, 4, 4, 4] } 253598 76%
{ 3,1,0,0,5 [3, 4, 6] } 160226 96%
{ 5,1,0,0,5 [3, 3, 3, 5, 5] } 94688 52%
{ 3,2,0,0,4 [3, 4, 7] } 49013 48%
{ 5,1,0,0,5 [3, 3, 4, 4, 5] } 28237 24%
{ 3,2,0,0,4 [4, 5, 5] } 23081 92%
{ 7,0,0,0,6 [3, 3, 3, 3, 3, 3, 6] } 12171 84%
{ 5,2,0,0,4 [3, 3, 4, 4, 6] } 4675 0%
{ 3,3,0,0,3 [4, 5, 6] } 1958 4%
{ 4,0,1,0,5 [3, 3, 4, 4] } 945 28%
{ 5,0,1,0,5 [3, 3, 3, 4, 4] } 775 28%
{ 4,1,1,0,4 [3, 3, 4, 5] } 395 20%
{ 3,1,1,0,4 [3, 4, 5] } 345 16%
{ 6,0,1,0,5 [3, 3, 3, 3, 3, 5] } 214 36%
{ 3,1,1,0,4 [3, 3, 6] } 174 8%
{ 3,1,0,1,4 [3, 3, 5] } 171 24%
{ 5,1,1,0,4 [3, 3, 3, 4, 5] } 163 0%
{ 4,0,0,1,5 [3, 3, 3, 4] } 150 16%
{ 5,0,0,1,5 [3, 3, 3, 3, 4] } 121 12%
{ 4,1,1,0,4 [3, 4, 4, 4] } 75 0%
{ 4,1,0,1,4 [3, 3, 4, 4] } 68 4%
{ 3,2,1,0,3 [3, 4, 6] } 61 0%
{ 3,2,1,0,3 [4, 4, 5] } 23 0%
{ 4,2,1,0,3 [3, 4, 4, 5] } 11 0%
{ 3,2,0,1,3 [4, 4, 4] } 6 0%
{ 3,0,2,0,4 [3, 4, 4] } 5 44%
{ 4,0,2,0,4 [3, 3, 4, 4] } 3 8%
{ 5,0,2,0,4 [3, 3, 3, 3, 5] } 3 4%
{ 4,0,1,1,4 [3, 3, 3, 3] } 2 20%
{ 4,0,2,0,4 [3, 3, 3, 4] } 2 4%
{ 3,1,1,1,3 [3, 3, 4] } 1 0%
{ 4,1,2,0,3 [3, 3, 4, 5] } 1 0%
{ 5,0,2,0,4 [3, 3, 3, 3, 4] } 1 20%
Low-score or invalid solutions can
lead to valuable and uncommon
solutions
Task: “to find 3 or more final geometries and shapes of 5
sides” a) solution {2,1,3,2,0 (3,6)} and b) solution {4,1,3,2,0
(3,3,4,5)}
Bad ideas can be very valuable for creative ideation
(richness is arguably more important)
41
Observation
We see but we don’t observe, we talk but don’t listen,
we measure but don’t understand
42
significance
interpretation
intent
express
sense
message
value
purpose
meaning
Richard Seymour: How beauty feels
http://www.ted.com/talks/richard_seymour_how_beauty_feels.html
Chris Bangle: “Great cars are Art”
http://www.ted.com/talks/chris_bangle_says_great_cars_are_art.html
“Cars are not a suit of clothes; cars are an avatar. Cars are an expansion of yourself: they take your
thoughts, your ideas, your emotions, and they multiply it -- your anger, whatever. It's an avatar.”
http://www.straitstimes.com/sites/straitstimes.com/files/coe%20chart%20large.html
http://significantobjects.com/about/
Original price: 99 cents. Final
price: $157.50
http://www.slideshare.net/stephen.cox/design-anthropologists-mindset-ux-australia-2012
Design translates values into experiences43
Design Anthropology
Rapid ethnography project
• Religious items (faith, belonging, protection)
• Vespa (achievement, independence)
• House, flat, car (achievement, personality, security)
• Soccer shoes (function), fountain pen from college (memories)
• Glasses (function), hair gel (identity), oven (it’s complicated), Pokemon toy (hard to
obtain)
• Painting (confidence, self-esteem), ring last present given from his father (loneliness,
reconciliation)
• Portraits, rings, presents, blankets, suitcase, custom-made: book, pillows, journals,
signed items (promises, attachment, relationships, memories from times, self and
others)
• Traditional musical instruments (authority, pride, belonging, giving)
• Beyond objects: smells, ways of acquiring, spaces
• Context, stories, past and memories, achievement, plans, items lost, from 8 to 90
years old (family members, colleagues, helpers), conscious effort of reflection,
articulation and empathy, maker culture and ‘scars’, honest/accurate responses,
future: investment or preparing something for children, giving and receiving, children
more functional but even from young age (2): “mommy/daddy bought it”, things that
lose vs. gain value over time.
• Accomplishment: achieving goals
• Beauty: appreciation of qualities that give pleasure to the senses or spirit
• Community: sense of unity with others around us and a general connection
• Creation: sense of having produced something new and original
• Duty: willing application of oneself to a responsibility
• Enlightenment: clear understanding through logic or inspiration
• Freedom: sense of living without unwanted constraints
• Harmony: balanced and pleasing relationship of parts to a whole
• Justice: assurance of equitable and unbiased treatment
• Oneness: sense of unity with everything around us
• Redemption: atonement or deliverance from past failure or decline
• Security: freedom from worry about loss
• Truth: commitment to honesty and integrity
• Validation: recognition of oneself as a valued individual worthy of respect
• Wonder: awe in the presence of a creation beyond one’s understanding
http://www.makingmeaning.org/meanings.html
Jan Chipchase: Design anthropology
http://www.ted.com/talks/jan_chipchase_on_our_mobile_phones.html
a)
b)
http://www.2011mediocrity.com
http://auto-blogger.org/automatic-transmission-vs-manual-transmission
http://www.miniusa.com/sections/manual/Hunch-Stick-vs-Automatic.jpg
http://www.miniusa.com/sections/manual/Hunch-Stick-vs-Automatic.jpg
http://www.miniusa.com/sections/manual/Hunch-Stick-vs-Automatic.jpg
http://www.miniusa.com/sections/manual/Hunch-Stick-vs-Automatic.jpg
http://www.miniusa.com/sections/manual/Hunch-Stick-vs-Automatic.jpg
Semantic Differential
1. Create a scale using polar adjectives (opposite-meaning terms)
2. Use as a guide three dimensions: strength, value, and activity
3. Ask subjects to rate an object or concept, assigning a mark on one of the five
(or seven) spaces along each dimension
4. Positive and negative attributes should be varied from left to right
http://psychology.ucdavis.edu/sommerb/sommerdemo/scaling/semdiff.htm
Shang H Hsu, Ming C Chuang, Chien C Chang, A semantic differential study of designers’ and users’ product form
perception, International Journal of Industrial Ergonomics, Volume 25, Issue 4, May 2000, Pages 375-391
Kansei Engineering
http://www.dissertations.se/dissertation/519af530a6/
Kansei Engineering
http://www.fkm.utm.my/~arahim/car%20interior.pdf
Kansei Engineering
http://www.idemployee.id.tue.nl/g.w.m.rauterberg/conferences/CD_doNotOpen/ADC/final_paper/491.pdf
http://www.youtube.com/watch?v=oTZo-T0SZRI
http://www.mazda.com/mazdaspirit/functionality/craftsmanship/craftsmanship4.html
Target users found this product irrelevant
(meaning is weak, unclear or hard to justify)
Target users find this product vital
(meaning is strong, clear or easy to justify)
http://socialinformaticsblog.com/2012/11/13/the-ethics-of-design-in-increasingly-complex-situations-the-case-of-a-broken-voting-machine/
“A failing
of functionality indicts
the designer on charges
of poor craftsmanship,
while a failure
of procedure points to
general ineptitude”
Working right vs.
Doing the right thing
www.youtube.com/watch?v=4XiWuxYHivU
http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/170/146
Perceptual Maps
http://www.core77.com/reactor/04.06_xbox.asp
http://vimeo.com/6827740
http://www.ionoi.it/index.php?pages=article&cod=play-the-clown
http://objectthinking.com/2010/05/16/thinkingobjects-an-introduction/
http://www.slideshare.net/piyush1702/sparking-innovation-through-empathic-design
http://www.slideshare.net/piyush1702/sparking-innovation-through-empathic-design
http://www.deanamcdonagh.com/drd.pdf
Empathy is a full-body experience44
Decomposing a product into functions
Function: “a statement of a clear, reproducible
relationship between the available input and the
desired output –independent of any specific form”
Chapter 5 Otto and Wood “Product Design”, Pearson
Chapter 5 Otto and Wood “Product Design”, Pearson
Chapter 5 Otto and Wood “Product Design”, Pearson
Chapter 5 Otto and Wood “Product Design”, Pearson
Chapter 5 Otto and Wood “Product Design”, Pearson
169
Functional Representation
1. System boundaries should be carefully chosen and used consistently (starting with BB)
2. All functions should be verb-noun-[modifier] (e.g. import electricity)
3. All functions should be independent of objects (nouns) in the device. (turn gears  change energy)
4. All functions should be device functions, not user functions. (If unavoidable, double-box user
functions).
5. Prolific functions should be mapped with a ground symbol. (E.g. “dissipate heat” shown only once).
6. Combine redundant functions.
Completeness
1. Refine into as low-level functions as possible, without unnecessary detail.
2. Do functions adequately show fulfillment of given customer needs?
3. Do functions adequately show given flows traveling from entrance to exit?
4. Are the functions of each component in the product shown?
Cross-checks
1. Conservation of energy and mass, equilibrium of forces
2. Verify each flow has correct state and type (e.g. rotational energy)
3. Functions should be in sequence if dependent, and parallel if independent
Chapter 5 Otto and Wood “Product Design”, Pearson
Functional and activity analysis can become
valuable synthesis tools too
45
Dr. Ricardo Sosa: sosa.ricardo@gmail.com
“Chindogu”
http://lab.rekimoto.org/projects/happinesscounter/
SNL
Good ‘chindogus’ are more than just funny, they
can help think or see things differently
46
http://wordlock.com/
Precedents
http://litmotors.com/
Product Features:
•Letter Lock™ - Popular combination lock with easy to dial and remember 3-letter combinations
•Easy to remember phrase included with each padlock for additional convenience
•Extra wheels on-pack allows for greater personalization
http://www.masterlock.com/
The Secret and Beauty of Ancient Chinese Padlocks
Hong-Sen Yan, Hsing-Hui Huang
http://140.116.71.92/lock/english/char.htm
http://www.datagenetics.com/blog/march32012/index.html
1876 CLARKE http://restraintsblog.blogspot.sg/2010/12/1876-clarke-10-letter-combination.html
Nothing is strictly new, but new
form+function+meaning is always possible
47
ACI Design Creativity 2015 Day 03

ACI Design Creativity 2015 Day 03