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Design Pattern and Strategy in Ideation

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Ying HU, Yinman GUO, Tie JI, Renke HE and Francesco GALLI


Since design is an innovative work, design process is hard to capture, being
different from time to time, from person to person. After design education
and practice, designers build up their preferred design thinking models which
contain convergent and divergent design activity universally. This paper
investigates how a service concept is completed, concentrating on the
distinction between expert and novice. This research conducts protocol study
to analyse team-based design process. During the unconstrained thinking
process, the responses were recorded and semantically analysed in order to
study the participants' thinking processes. Coding scheme is used to explore
key nodes in ideation process and pay attention to Need & Want (NW),
Feature (FEA), Solution (SOL) and their corresponding Decision Activity (DEC).
Quotations attached with them are extracted and then transferred to journey
maps. Seven design patterns are concluded and the results show that design
thinking patterns are different between expert and novice, which has
different degrees of divergence and convergence in the three key nodes - NW,
FEA, SOL. Further, based on seven design patterns, four kinds of design
strategies were abstracted. Through the study, the outcome would guide how
to help accelerate the promotion process from a novice to an expert.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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