Analogies to Succeed: Applications to a Service Design Problem

DS 81: Proceedings of NordDesign 2014, Espoo, Finland 27-29th August 2014

Year: 2014
Editor: Miko Laakso, Kalevi Ekman
Author: Moreno, Diana P.; Yang, Maria C.; Blessing, Lucienne; Wood, Kristin L.
Series: NordDESIGN
Institution: 1: Massachusetts Institute of Technology, United States; 2: University of Luxembourg, Luxembourg; 3: Singapore University of Technology and Design, Singapore
Section: Design theory and practices
Page(s): 520-529
ISBN: 978-1-904670-58-2


This study aims to expand current understanding of ideation methods and its transferability from product design domain to service design domain. It applies two Design-by-Analogy (DbA) ideation methods (WordTree and SCAMPER) to a real service design problem in an expert participants setting. Quantity and Novelty metric results are analysed along with design fixation effects. Both DbA methods produced statistically significant larger number of novel ideas when compared to the control. The number of novel ideas with SCAMPER method doubled those generated via WordTree. Fixation effects were counterintuitive since SCAMPER appears to be a method that promotes both fixation and de-fixation effects. These findings suggest DbA ideation methods offer positive capabilities for assisting designers to generate solutions for service design problems.

Keywords: Design-by-analogy, design methods, creativity, design fixation


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