The fun of creative problem solving

If science is the pursuit of truth, then design is the pursuit of solutions. Essentially, designers are problem solvers and this applies across the board from architects, to graphic designers, and engineers to product designers. The key to good product design is pinpointing the ‘real’ problem then generating a creative solution.

To understand the problem you need to ‘live the problem’: design teams therefore spend time with clients and consumers experiencing the everyday issues they face. This ‘immersion’ process reveals new insights, enabling the process of innovation to begin.

There are five key tools which can be applied throughout all business scenarios to help generate ideas and innovation:

Mind mapping: a team task involving the recording on paper all aspects of a problem then looking for links and opportunities.

Narrative: using words or sounds to create a design direction.

Lateral Thinking: the classic Edward de Bono approach of flipping ideas around, thinking of them upside down or in reverse to lead to design breakthroughs.

Scenarios and role-play: walking through the use of a product to identify where a design improvement will have maximum benefit.

Personas or BrandWorlds: the creation of fictional consumers considering all aspects of their lives. Designers consider how for instance ‘Mavis aged 67 with arthritis’ holds a telephone or ‘Jake aged 9’ could use a games console in a car.

In many respects everyone is a designer because everyone solves problems. Using the right techniques, you too can innovate and the more you do the more creative and enjoyable it will become. And as we learn as children, creativity should be fun!

Alastair Kingsland
Design Director – Minima Design, Framlingham
Tel: 01728 727000
www.minima.co.uk