Design Thinking by Nigel Cross

Author:Nigel Cross
Language: eng
Format: epub
Publisher: Berg Publishers
Published: 2011-03-25T16:00:00+00:00

Common Features

There appear to be sufficient striking similarities between these various studies of creative designers and other innovators for us to be able to draw some conclusions about common features of a successful approach to innovative design. We see in particular the immensely strong commitment of the innovative designers to their chosen fields of endeavour, based on a personal motivation that has been within them since youth. Added to this is a personal courage to take risks, even in the face of huge consequences for failure. The innovative designer is prepared to fail (occasionally), but is not afraid of failure, and of course seeks fanatically to avoid failure.

Beyond these personality characteristics, there are some useful observations to be made about the methods and approaches adopted by successful, innovative designers, and which might perhaps to some extent be transferable to others. A key aspect of the approach lies in defining or framing the problem to be solved, which is not always the same as ‘the problem as given’. The goal is set at a high level, with clear objectives, and in direct terms which might even seem to be simplistic. It is this simple clarity which might make other people conclude that the goal is simply impossible. There is a holistic, systems view of the problem encapsulated in the goal. A clear concept of how to reach this goal is devised, sometimes by means of a sudden insight which comes when relaxing after deep immersion in the problem, and the solution details then cascade from the concept. Intense work is needed to develop, evaluate and refine the solution details; creativity is still ‘1% inspiration and 99% perspiration’. The clear, generative concept is not simply ‘found’ in the problem as given, but largely created by the designer; it is not a matter of recognising a pre-existing pattern in the data, but of creating a pattern that re-formulates the problem and suggests directions towards a solution.

This approach seems to require, or is synergistic with, a particular style of working. Some aspects of this style arise from the innovative designers’ personality characteristics – for instance, their personal motivation means that they are steeped in their chosen domains, and they are prepared when necessary to work obsessively at their chosen problems and solutions. The working style is based on periods of intense activity, coupled with other periods of more relaxed, reflective contemplation. This working style may not be a reflection of a particular personality trait, but a necessary aspect of creative work, which requires alternating intense effort with relaxation. The innovative designer also likes, perhaps needs, to work with a small team of committed co-workers who share the same passions and dedication.

The working methods of the innovative designer are, for the most part, not systematic; there is little or no evidence of the use of systematic methods of creative thinking, for example. The innovative designers seem to be too involved with the urgent necessity of designing to want, or to need, to stand back and consider their working methods.

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