How to Do a Case Study Essay

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BA (Hons) Product Design 2012/13

Self-Directed Major Project
Week 2 – Briefing & feedback
Andrew Wootton Nigel Howe

Monday 04 February 2013

BA (Hons) Product Design 2012/13

Self-Directed Major Project
Idea & Concept Generation in Design
Andrew Wootton Nigel Howe

Monday 04 February 2013

Structured imagination n ‘Typical instances’ of a concept spring to mind first – So tend to be seized on as starting points in developing new ideas BUT n Typical instances of a concept are the ones that possess all its central properties – For instance, sparrows fly, lay eggs and build nests in trees – Penguins don’t THEREFORE n Picking a typical instance of a concept can reduce innovation – And first ideas tend to be typical instances

| L6 Product Design | Self-Directed Major Project |

Idea generation (it’s part of design) n Research should not be used just to ‘post-rationalise’ the idea you had at the outset – Waste of time, effort and opportunity n – – – Use your design research to: ‘Frame’ the problem area and identify problems / issues Identify users and stakeholders related to the problem area Help to generate novel ideas and new thinking

| L6 Product Design | Self-Directed Major Project |

What is idea & concept generation? n Generating ideas is about exploration – Using creative thinking to explore the problem domain n – – – It’s not simply about coming up with ‘finished’ ideas Several ideas may be combined into a concept later Some ideas may not be recognised as useful until later Inevitably, many ideas and concepts will not be used BUT THIS IS NOT A PROBLEM! n Create a stockpile of ideas that can be combined to generate and support interesting design concepts

| L6 Product Design | Self-Directed Major Project |

| L6 Product Design | Self-Directed Major Project |

Idea generation – shift perspective

n ISSUE / PROBLEM n REQUIREMENT n NEED

| L6 Product Design | Self-Directed Major Project |

Idea generation – shift perspective

PROVOCATION

n ISSUE / PROBLEM n REQUIREMENT n NEED

| L6 Product Design | Self-Directed Major Project |

Idea generation – shift perspective n The provocation enables us to “move” from the main track to a side-track—like a stepping-stone

n We then look back to the start point to see if, in hindsight, the new position has real value – This enables us to find tracks/patterns that we would never otherwise find—and so, new ideas and concepts
| L6 Product Design | Self-Directed Major Project |

Idea generation – shift perspective n View things from different perspective (force yourself!)

| L6 Product Design | Self-Directed Major Project |

Idea generation – shift perspective n View things from different perspective (force yourself!) – Zoom in – component perspective – Zoom out – whole system perspective – Change focus – individual perspective (e.g. retailer, maintainer, purchaser, etc.)

| L6 Product Design | Self-Directed Major Project |

Idea generation – connect the unconnected n Using your imagination to make connections and fill in the gaps – Natural human capacity exploited by mime artists 1. Make connections between aspects / issues within your focus area – List individual items on cards or Post-it notes – Re-arrange items into as many different configurations as possible (based on any grouping)

| L6 Product Design | Self-Directed Major Project |

Idea generation – connect the unconnected n Using your imagination to make connections and fill in the gaps – Natural human capacity exploited by mime artists 1. Make connections between aspects / issues within your focus area – List individual items on cards or Post-it notes – Re-arrange items into as many different configurations as possible (based on any grouping)

| L6 Product Design | Self-Directed Major Project |

Idea generation – connect the unconnected
2. Make connections between aspects / issues and something unrelated – Use random words or pictures Squirrel donut museum bubble sunset volcano umbrella library…