TAILIEUCHUNG - Design Creativity 2010 part 20

Design Creativity 2010 part 20. What is ‘design creativity’? It is impossible to answer this question without considering why human beings can – and do – ‘design’. Design creativity is instrumental in not only addressing social problems faced across the world, but also evoking an innate appreciation for beauty and a sense of personal contentment. | Front End Industrial Design FE-ID - Developing New Tools and Models for Industrial Designers at the FE of NPD 179 Researcher statements commenting on observed behaviour Snippets of user stories or quotes to illustrate attitude or emotion Statements of insights into user behaviour or attitude Provocative unexpected points - not the obvious Fig. 5. Example of EXPERIENCE board In the FE-ID process making sense of the data evidence as revealed in the above boards continues by exploring ways that this understanding of meaning can be exploited to benefit the user consumer and company brand. This is all about generating relevant opportunities or creative ideas. The route from insights to opportunities is structured with detailed analysis and probing of the research evidence. This is an expansive process where as many ideas as possible rooted in evidence from users the brand PEEST insights the scenario and the company are aired. Multiple opportunities or ideas are refined tested and cross-referenced against different sources of data. The aim is to retain high levels of creativity and innovation in the idea whilst being able to support it with a defensible body of evidence. It is useful to note that the opportunities that are identified are rarely anything that has been explicitly requested by users. Of course a user might recognise the value of an idea but would not have been able to generate or articulate it themselves. The insights and opportunities are communicated in an additional board of images and text - the INSIGHT OPPORTUNITY board. INSIGHT OPPORTUNITY The aim of this board is to communicate the value or worth of the research. It must enlighten persuade and inspire. This is where the research pays off in terms of creative ideas. The content of the INSIGHT OPPORTUNITY board would typically include Multiple insights mostly from the user experience but also global PEEST Snippets of relevant research evidence pictures quotes which support each insight Opportunities .

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