Ideation in product design : case study of observed themes and patterns prevalent in the generation of design concepts

Abstract

This study sought to determine whether there exist identifiable patterns for how ideas are generated using rapid prototyping and sketching tools during a talk-aloud protocol. Three designers' work, as they engaged in a hands-on design activity, were tracked in this experiment. Recordings of their activity were reviewed, and revealed that certain themes are prevalent in the way people design: memories, context, familiarity and innovation. As well, patterns for brainstorming were uncovered: the first identifiable pattern began with the designers drawing from memory, and the other was anchored in the designers' quest to innovate. Finally, the format of the experiment itself seemed to have played a role in the design process. This was observed in the number of designs created by each participant, and by the timing of each breakthrough thought or idea.