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What is the Content of
“DESIGN THINKING”?
Design Heuristics as Conceptual Repertoire
Colin M. Gray1, Colleen M. Seifert2, 

Seda Yilmaz1, Shanna R. Daly2, & Richard Gonzalez2
1 Iowa State University; 2 University of Michigan
What is a designer thinking
about when engaged in
DESIGN THINKING?
What is a designer thinking
about when engaged in
DESIGN THINKING?
SCOPE GENERATE EVALUATE REALIZE
IDEA GENERATION
Design Heuristics
• Captures the ways that designers modify 

product concepts
• Based on observed patterns of conceptual
development in empirical studies of past product
designs (e.g., Daly et al., 2012; Yilmaz & Seifert, 2010; 

Yilmaz et al., 2011)
Design Heuristics
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
Utilize opposite
surface 76FARALLON CHAIR
fuseproject
The back side of this chair has a pocket
for storage.
980 TATOU
Annika Luber
The laces wrap around the bottom of
this shoe and connect with the sole.
Other Ideation Methods
• Represented as abstract principles or framing
guidelines (e.g., Synectics, SCAMPER)
• More specific about tradeoffs in designed artifacts
(e.g., TRIZ)
• Design Heuristics captures strategic knowledge about
how to generate alternative concepts, grounded in
precedent artifacts and design activity
(Löwgren, 2013, p. 32)
(Löwgren, 2013, p. 32)
“more abstracted than particular
instances, yet does not aspire to the
generality of a theory”
(Höök & Löwgren, 2012)
(Löwgren, 2013, p. 32)
(Löwgren, 2013, p. 33)
(Löwgren, 2013, p. 33)
Intermediate-Level
Knowledge
Designing Through Gambit
REPERTOIRE
Designing Through Gambit
lived experiences
precedents
cognitive schema
[generative metaphors]
REPERTOIRE
DISCIPLINARY
CANON
INDIVIDUAL
REPERTOIRE
INTERMEDIATE-LEVEL CONCEPT
BUILT FROM PRECEDENT
DISCIPLINARY
CANON
INDIVIDUAL
REPERTOIRE
INTERNAL COHERENCE
OF PATTERN
DESIGN HEURISTICS AS
CONCEPTUAL REPERTOIRE
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
Utilize opposite
surface 76FARALLON CHAIR
fuseproject
The back side of this chair has a pocket
for storage.
980 TATOU
Annika Luber
The laces wrap around the bottom of
this shoe and connect with the sole.
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
Utilize opposite
surface 76FARALLON CHAIR
fuseproject
The back side of this chair has a pocket
for storage.
980 TATOU
Annika Luber
The laces wrap around the bottom of
this shoe and connect with the sole.
CURATED PRECEDENT ARTIFACTS
Utilize opposite
surface 76FARALLON CHAIR
fuseproject
The back side of this chair has a pocket
for storage.
980 TATOU
Annika Luber
The laces wrap around the bottom of
this shoe and connect with the sole.
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
INDUCTIVE ARGUMENT BUILDING ON PRECEDENT
CURATORIAL QUALITY
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
DESIGNER
DESIGN 

HEURISTIC
CREATIVE
IDEA
imagines

a gambit
to form a 

solution space
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
DISCIPLINARY
CANON
DISCIPLINARY
CANON
Scaffolding of Design Cognition
1. Build students’ knowledge of curated intermediate-level concepts
(e.g., Design Heuristics) alongside organic idea generation
2. Instructionally relate intermediate-level concepts to the design
artifacts being generated
3. Transfer of the intermediate-level knowledge to a new concept in a
different context
4. Internalization of intermediate-level knowledge as a guiding pattern
of internal coherence, organizing and growing conceptual repertoire
Utilize opposite
surface 76
Create a distinction between exterior and interior, front and back, or bottom
and top. Make use of both surfaces for complimentary or different functions.
This can increase efficiency in the use of surfaces and materials, or facilitate a
new way to achieve a function.
© Design Heuristics, LLC 2012
DISCIPLINARY
CANON
DISCIPLINARY
CANON
Design Heuristics can enable or hasten the learner’s
trajectory in building awareness of expert-like practices
What is a designer thinking
about when engaged in
DESIGN THINKING?
DESIGN HEURISTICS 

create a conceptual bridge between 

design theories and individual 

design precedents,


forming a body of intermediate-level
knowledge that is valuable in engineering
design education and practice
Thank You
This research is funded by the National Science Foundation, Division of Undergraduate
Education, Transforming Undergraduate Education in Science, Technology, Engineering
and Mathematics (TUES Type II) Grants # 1323251 and #1322552.
COLINGRAY.ME DESIGNHEURISTICS.COM

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What is the Content of “Design Thinking”? Design Heuristics as Conceptual Repertoire

  • 1.  What is the Content of “DESIGN THINKING”? Design Heuristics as Conceptual Repertoire Colin M. Gray1, Colleen M. Seifert2, 
 Seda Yilmaz1, Shanna R. Daly2, & Richard Gonzalez2 1 Iowa State University; 2 University of Michigan
  • 2. What is a designer thinking about when engaged in DESIGN THINKING?
  • 3. What is a designer thinking about when engaged in DESIGN THINKING? SCOPE GENERATE EVALUATE REALIZE IDEA GENERATION
  • 4.
  • 5.
  • 6. Design Heuristics • Captures the ways that designers modify 
 product concepts • Based on observed patterns of conceptual development in empirical studies of past product designs (e.g., Daly et al., 2012; Yilmaz & Seifert, 2010; 
 Yilmaz et al., 2011)
  • 7. Design Heuristics Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 Utilize opposite surface 76FARALLON CHAIR fuseproject The back side of this chair has a pocket for storage. 980 TATOU Annika Luber The laces wrap around the bottom of this shoe and connect with the sole.
  • 8. Other Ideation Methods • Represented as abstract principles or framing guidelines (e.g., Synectics, SCAMPER) • More specific about tradeoffs in designed artifacts (e.g., TRIZ) • Design Heuristics captures strategic knowledge about how to generate alternative concepts, grounded in precedent artifacts and design activity
  • 10. (Löwgren, 2013, p. 32) “more abstracted than particular instances, yet does not aspire to the generality of a theory” (Höök & Löwgren, 2012)
  • 13. (Löwgren, 2013, p. 33) Intermediate-Level Knowledge
  • 15. Designing Through Gambit lived experiences precedents cognitive schema [generative metaphors] REPERTOIRE
  • 18. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 Utilize opposite surface 76FARALLON CHAIR fuseproject The back side of this chair has a pocket for storage. 980 TATOU Annika Luber The laces wrap around the bottom of this shoe and connect with the sole.
  • 19. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 Utilize opposite surface 76FARALLON CHAIR fuseproject The back side of this chair has a pocket for storage. 980 TATOU Annika Luber The laces wrap around the bottom of this shoe and connect with the sole. CURATED PRECEDENT ARTIFACTS
  • 20. Utilize opposite surface 76FARALLON CHAIR fuseproject The back side of this chair has a pocket for storage. 980 TATOU Annika Luber The laces wrap around the bottom of this shoe and connect with the sole. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 INDUCTIVE ARGUMENT BUILDING ON PRECEDENT CURATORIAL QUALITY
  • 21. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 DESIGNER DESIGN 
 HEURISTIC CREATIVE IDEA imagines
 a gambit to form a 
 solution space
  • 22. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 DISCIPLINARY CANON DISCIPLINARY CANON
  • 23. Scaffolding of Design Cognition 1. Build students’ knowledge of curated intermediate-level concepts (e.g., Design Heuristics) alongside organic idea generation 2. Instructionally relate intermediate-level concepts to the design artifacts being generated 3. Transfer of the intermediate-level knowledge to a new concept in a different context 4. Internalization of intermediate-level knowledge as a guiding pattern of internal coherence, organizing and growing conceptual repertoire
  • 24. Utilize opposite surface 76 Create a distinction between exterior and interior, front and back, or bottom and top. Make use of both surfaces for complimentary or different functions. This can increase efficiency in the use of surfaces and materials, or facilitate a new way to achieve a function. © Design Heuristics, LLC 2012 DISCIPLINARY CANON DISCIPLINARY CANON Design Heuristics can enable or hasten the learner’s trajectory in building awareness of expert-like practices
  • 25. What is a designer thinking about when engaged in DESIGN THINKING?
  • 26. DESIGN HEURISTICS 
 create a conceptual bridge between 
 design theories and individual 
 design precedents, 
 forming a body of intermediate-level knowledge that is valuable in engineering design education and practice
  • 27. Thank You This research is funded by the National Science Foundation, Division of Undergraduate Education, Transforming Undergraduate Education in Science, Technology, Engineering and Mathematics (TUES Type II) Grants # 1323251 and #1322552. COLINGRAY.ME DESIGNHEURISTICS.COM