chapter  7
10 Pages

Intelligence, Creativity, and Decisions in Product Design

Cross (1997) describes a “creative leap” as the sudden perception of a completely new perspective on the situation as it had been previously understood. The idea of a creative leap is regarded as central to design. This leap is often seen as necessary to produce an original and novel design proposal. In order to enjoy the moment of a creative leap, it is preferable for the designer to investigate the problem and not to search for immediate solutions. When an “intuitive spark” blesses a team member, he or she will usually work in partnership with others to develop the idea into a viable concept. Subsequent constructive evaluation is required to judge the solutions proposed. Design then takes place in a sequence of stages, when the overall problem is decomposed into subproblems. Designers tend to approach each subproblem separately and ™nally combine them to form a solution.