Keynote speech for the DESIGN12 conference Human Behaviour and Creativity SIG meeting

1. Human Behaviour and Design Creativity SIG keynote
Creativity, discipline specific?
Thomas J. Howard
thow@mek.dtu.dk
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2. Me
Thomas J. Howard (Tom)
Associate Professor
Engineering Design and Product Development
Department of Mechanical Engineering
Main expertise:
• The procurement of design information for
use as creative stimuli
Other areas of research interest:
• Robust Design
• Integrated product development
Currently working on proposals for NeuroDesign (Research into
Design Cognition by means of Neuro-Imaging)
2 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

3. How much change can the concept of
Creativity entail and still be meaningful?
Lord Justice Stuart-Smith
3 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

4. How much change can the concept of
Creativity entail and still be meaningful?
4 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

5. How much change can the concept of
Creativity entail and still be meaningful?
Key
Analysis (A) – Information regarding the
problem or task
Generation (G) – A proposition of a solution
(an IDEA) to the problem or task
Evaluation (E) – Critique of a generative
proposition
5 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

6. Design types (Pahl & Beitz 1984)
Original Adaptive Variant
A new solution principle A known solution principle Variations or
for an established market applied to a new market improvements in form of a
know technology platform
(New Behaviour) (New Function) (New Structure)
Howard, T. J., Culley, S. J. and Dekoninck, E. (2008). "Describing the creative design process by the integration of
engineering design and cognitive psychology literature." Design Studies 29(2): 160-180.
6 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

7. The creative design process model
G Original
G Adaptive
Variant
G
G A E
G
E
Howard, T. J., Culley, S. J. and Dekoninck, E. (2008). "Describing the creative design process by the integration of
engineering design and cognitive psychology literature." Design Studies 29(2): 160-180.
Gero, J. S. (2004). "The situated function–behaviour–structure framework." Design studies 25(4): 373-391
7 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

8. Is creativity discipline dependant or a
general competency?
8 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

9. What are we suggesting?
9 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

10. A general discipline?
Artistic Technical
Associations
Descriptive Analogies Solution Analogies
Mind‟s eye Intuitive
Depiction of Artistic physics
emotions signature Mathematical
Geometrical functions/rules
Aesthetic Manipulations
rules
Comedy Web Design Programming
Music Problem Solving
Sculpture
Written Work Architecture Engineering Design Maths
Painting Industrial Design Mechatronics
10 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

11. Routine Idea Generation
Long Term Memory
INTERNAL
Irrelevant Information
Chunk
Association
Working
(IDEA) Apparently Relevant
Memory Information Chunk
Unapparently Relevant
Information Chunk
EXTERNAL Task
Information
Surrounding
Information
Howard, T. J., Culley, S. J. and Dekoninck, E. (2006). “Information as an input into the creative process" DESIGN‟06
11 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

12. Creative Idea Generation ‘I’ Type
Long Term Memory
INTERNAL
Irrelevant Information
Chunk
Association
Working
(IDEA) Apparently Relevant
Memory Information Chunk
Unapparently Relevant
Information Chunk
EXTERNAL Task
Information
Surrounding
Information
Howard, T. J., Culley, S. J. and Dekoninck, E. (2006). “Information as an input into the creative process" DESIGN‟06
12 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

13. Creative Idea Generation ‘E’ Type
Long Term Memory
INTERNAL
Irrelevant Information
Chunk
Association
Working
(IDEA) Apparently Relevant
Memory Information Chunk
Unapparently Relevant
Information Chunk
EXTERNAL Task
Information
Surrounding
Information
Howard, T. J., Culley, S. J. and Dekoninck, E. (2006). “Information as an input into the creative process" DESIGN‟06
13 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

14. 14 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

15. A general discipline?
Artistic Technical
Associations
Descriptive Analogies Solution Analogies
Mind‟s eye Intuitive
Depiction of Artistic physics
emotions signature Mathematical
Geometrical functions/rules
Aesthetic Manipulations
rules
Comedy Web Design Programming
Music Problem Solving
Sculpture
Written Work Architecture Engineering Design Maths
Painting Industrial Design Mechatronics
15 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

16. Types of Analogy
Descriptive Analogy Solution Analogy
Goal Goal
State State
Descriptor Descriptor
Task Task
16 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

17. Descriptive Analogy
The most famous metaphor – the computer „Desktop‟.
Goal State Descriptor
A space (size restricted) at the base of icons „Desktop‟ analogy describing the similarity of
or pull-up folders. Readily accessible space function of a physical desktop and the
containing temporary and regularly uses files. temporary electronic space.
Task
A function to enable temporary file storage
and quick and easy access to current files on
a personal computer.
Howard et al. Design2006
17 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

18. Solution Analogy
Marc Brunel invented the principle of the tunnelling shield.
Goal State Descriptor
The Tunnelling Shield. Bricks were laid whist A ship worm (Teredo Navalis) known to bore
digging the tunnel. A series of planks moved through wood, reinforcing its hole with a hard
and replaced incrementally 18” at a time. excretion.
Task
Problem of constructing a tunnel. Difficulty in
holding back soil from filling in a hole once
dug giving no time for the concrete to set the
bricks in place.
Howard et al. Design2006
18 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

19. 19 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

20. Design Creativity Strategies
Scamper Design Heuristics
www.mindtools.com Yilmaz et al. 2010
•Substitute •Substitute
•Combine •Merge
•Adapt
•Magnify or Modify •Rescale
•Put to Other Uses
•Eliminate
•Rearrange or Reverse •Configure
•Repeat
•Nest
20 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

21. Skills of design engineers
Divergent Qualitative Visual Problem Convergent
thinking reasoning thinking Formulation thinking
Ideation Fluency Deductive Perceptual speed Requirement Evaluation
reasoning discovery
Ideation Inductive Visual memory Detecting missing Selection
Versatility reasoning info.
Ideation Analogical Visual synthesis Identify key Feasibility
Originality reasoning issues
Abstraction Abductive Mental image Identify real over Combining ideas
Ability reasoning manipulation fictional
constraints
Fixation Intuitive Physics Spatial reasoning Relate needs to Trade off
Avoidance technical
requirements
Complexity Graphical Moving to higher
Handling systems level
Goal directedness
Compiled from a series of paper on design skills test by Shah
21 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

22. Can we teach discipline specific creativity?
Yes, as we have been:
– Sketching
– Spatial reasoning
– Prototyping
– Knowledge of engineering fundamentals
– Teaching of physical phenomena
22 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

23. 23 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

24. Can we teach generic creativity?
Perhaps:
– Association forming
– Forced analogies
– Quantity/fluency over quality
24 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design

25. Have a good discussion...
25 Original material by Thomas J. Howard, The Technical University of 2012
Denmark, Human Behaviour and Design Creativity SIG Keynote, Design