HU Ying, HE Renke, JI Tie, GUO Yinman and Francesco GALLI
19th DMI: Academic Design Management Conference Design Management in an Era of Disruption, London, 2–4 September 2014. ISBN 978-0-615-99152-8. pp2991-3009.
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.