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Task 1: Define divergent thinking/ what it means/ why's it important/ its opposite/ and is reading and researching important?

Divergent thinking is a cognitive process that involves coming up with multiple solutions (i.e brainstorming, such as the crazy 8 task) in response to an open-ended question or problem (such as the 9 different ways to divide squares 4xs equally or building a tower out of tape and newspaper, and filling as many circles with the most creative symbols). It allows us to explore a wide range of options without immediate restriction (to accelerate a thought process, without interrupting the flow.)

The opposite of divergent thinking is convergent thinking, the next step in progressing towards a project's end goal of delivering a solution,  if divergence is the acceleration of ideas convergence is the deceleration, narrowing down the ideas generated to find the most efficient/ conceivable/ highest quality solution. condensing to the most important part (analysing and refining/ reducing ideas “hitting the breaks.”)

Divergent thinking is vital in enhancing creativity by encouraging brainstorming and free-flowing thought, allowing individuals to think outside the box.

Thinking freely without limitations (like our flying bike idea when tasked with solving the issues of cyclists getting doored in major cities. It solves a problem,and provides a multitude of unique perspectives and potential solutions. Divergent thinking allows innovations to thrive and drives the idea that novel ideas can sometimes lead to breakthroughs.)

The penultimate step in delivering a solution to a problem, whether to a client or to the tasks we were faced with today is to develop: Further refine the selected ideas into solid plans or prototypes. Then, Deliver: This step involves effectively communicating the idea to others.

Whether you yourself believe that creativity is inherited or learnt, reading and researching helps expand knowledge, and provides the base for divergent thinking, to be able to go outside of the box. It allows us to gain inspiration since our brain stores solutions to save brain power. This exposure helps our understanding of existing solutions meaning it helps divergent and convergent thinking

Cognitive Process: A mental operation the brain performs to process information. Through these operations, the brain interacts with the information around it, stores it and analyses it in order to make the relevant decisions.

cognitive-processes.html

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Marketing (creative) Strategies:

1. Simplify  = Bike that flys to stop bikes from getting doored  whereas dutch lean = simple

2. Dramatise = big bench in denmark 1mtr water rises, global warming

3. Repurpose  =  book tampons germany taxes books 7% tampons 14% (luxury item)

4. Make it fun = bottle arcade got used 100xs compared to other got used twice

5. Hack it =  the paternity leave for men 2 weeks, statues with baby carrier, women get up to a year

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Creative Problem Solving: Design Research

Through research we want to inspire creativity. Insights are springboards for creativity

Powerful insights:

Snickers: you're not you when your hungry  (human insights: universal truths about human behaviour that resonates and is relatable on a fundamental level)

Types of research

Quantitative = Quantitative methods emphasise objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.

Qualitative = Qualitative research uses several techniques, including interviews, focus groups, and observation Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked.

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“This girl can” Advert

Insight: 36% of the leas active girls agree that they feel like their body is on show during PE lessons and that makes them like it less

Advert: campaign based on fear of judgement. Fears over looks, abilities or the fact they are taking time for themselves. Tackling this fear and tackling the gender gap.

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splitting squares

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thinking outside the "circle"

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tower made without tape and newspapers

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Cup and Ball

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Container

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Toy Boat

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Hanging Plant Pot

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Bracelets

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Try car

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Phone Stand

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Ice Pack

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String Light

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Sprinkler

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Rain Catcher

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Seed Germinator

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Water Fillter

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Bin

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Mini Green House

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water Projector

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Toy Rocket

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Piggy Bank

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Food Scoop

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Bobbin

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Watering Can

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Photo Study – Shoe Obsessives

Client: A shoe care brand looking for insights to drive advertising campaigns.

Objective:

Bring to life the world of shoe obsessed Gen Z + find out what motivates this group? Collect images of their shoes
and quotes from key questions:

Create a set of instructions to gather images and
notes from 3-5 students at different universities.

Beyond function, why are shoes so important to you?

Can you describe how different shoes make you feel when you wear them, and why those feelings matter to you?

What does the way you care for and maintain your shoe collection say about what’s important to you?

Are there specific places/occasions when the shoes you're wearing matter most and why?

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Bird Feeder

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Pencil Pot

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Plant Pots

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how many pair of shoes do you approximately own?

I have at least 15 pairs, at least 10 pairs of trainers.

why did you decide to wear these shoes tonight?

Falmouth streets are super uneven so I always wear my converse, or what ever [air matches my outfit closest.

Do you enjoy buying new shoes?

I love shopping for new shoes although I have to limit myself now.

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Ideation is the creative process of generating, developing, and communicating new ideas, where an idea is understood as a basic unit of thought that can be either visual, concrete, or abstract. Ideation comprises all stages of a thought cycle, from innovation, to development, to actualization.

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how many pair of shoes do you approximately own?

10 maybe 11

why did you decide to wear these shoes tonight?

these give me extra hight

Do you enjoy buying new shoes?

I like completing outfits with new shoes, although I've had most of these since I was 13.

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how many pair of shoes do you approximately own?

I would say 8..

why did you decide to wear these shoes tonight?

I like wearing these shoes because they match my t-shirt and they're comfy...

Do you enjoy buying new shoes?

yeah, I like going to JD or footlocker and 'collecting' them.

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how many pair of shoes do you approximately own?

20, probably more because me and my sisters all share...

why did you decide to wear these shoes tonight?

these ones are my favourite at the moment but my favourite shoes depends on what aesthetic I'm feeling that week basically.

Do you enjoy buying new shoes?

my favourite place is ASOS because its online I don't think as much about it and just end up buying them..

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what is it? what does it do? and why is important?

affinity mapping is a process use by teams to organise ideas, thoughts, or organise ideas. thus is often done after brain storming sessions, where ideas are written down on sticky notes and then categorised based on their relationships. It helps teams find patterns, makes sense of large amounts of information and fosters collaboration. its important because it allows teams to prioritise ideas, align common goals, and generate creative solutions in a structured way.

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Comprehend

'Challenge Framing means reinterpreting problems aschallenges in order to help focus and move projects forward in a proactive and positive way.

Example

When developing concepts for a sustainable toothbrush, the stu- dents identified a number of challenges they wanted to confront. They asked themselves: How might we create a toothbrush that would last for a lifetime? How might we create a toothbrush that dissolves with time? How might we create a recyclable toothbrush? How might we help people clean their teeth without brushing?

Why?

One of the most important aspects of design and innovation work is to frame problems as interesting challenges. If you see challenges as difficult problems to overcome energy seeps out of the project and problems become roadblocks. It is thus helpful to reframe problems as questions along the lines of 'How might we..?'. Once you have identified and formulated the challenge, problem solving becomes a lot easier.

How?

Start out by listing different problems. For instance, if your problem relates to the creation of sustainable toothbrushes, you might think about problems in relation to consumers (they do not recycle tooth- brushes), the toothbrush business model (the obsolescence factor), materials used (composites, difficult to take apart and recycle), perceptions in your own company (lacking necessary awareness), and so on. Once you have listed the aspects, turn them into challenges by using the sentence 'How might we..?'. Generate ideas for several challenges before deciding which one(s) you think will be the most rewarding to work with.

'Challenge Framing' is part of the Simplex System developed by Min Basadur, 1994.

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is a fantastic method to use to get to the core of a person’s beliefs and motivations. Sure, you may feel like a four-year-old asking “why” every time a person answers your previous question, but if you stick with it, and give the person you’re interviewing the time, space, and permission to really go deep, you’re likely to wind up with a few key insights. You’ll use this method while you’re conducting an Interview and start with really broad questions like “Do you save much money?” or “How was your harvest this year?” Then, by asking why five times you’ll get to some essential answers to complicated problems. This can be a great method to use if you’re trying to get at the human and emotional roots of a problem.

STEPS

1. This one is pretty easy. Start by asking a pretty broad question about your Interview participant’s habits or behaviors then ask “why” to their response five times in a row.

2. Remember that you’re not asking a horizontal question, (ie “Why else didn’t you get a good harvest this year?”) you’re actually going for depth (ie “Why weren’t you able to buy the fertilizer you needed?”).

3. Write down what you hear, paying special attention to moments when it feels like you’ve moved a level deeper into understanding why the person does what she does.

4. Keep in mind that you might not get to the core stuff until the fourth or fifth “Why.”

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Week 3 Task
Aim:
Use secondary research (see secondary sources link 3.2) and Affinity Mapping method to identify key themes/further insights.

Individual written and visual task:
1. Can you use secondary research to deepen your understanding of your chosen subject:
• Middle Aged Snacking: Biscuit Brand
• Freshers Going Out: No/Lo Drink Brand
• Gen Z + Shoes: Shoe Care Brand

2. Create your own affinity map showing 6-8 key themes / insights that you identify from your secondary research articles.

3. Post a visual of your affinity map to your blog. Can be hand- written/drawn, or post-it notes, or a digital visual of the map.

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This map reveals key insights: style is a common motivator, with practicality being more important to some (e.g., Rebecca and Ace), while others (e.g., Georgia) focus on aesthetic versatility.

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Aim:Grasp how to use creative approaches of remix and creative constraints to generate ideas.

Individual written and visual task:

Using the Design Challenges in the slide decks (Item 4.2 Learning Space):

1. Individually develop a range of between 10-20 unboring/innovative ideas in response to one or two of your group's selected Design Challenges.
These ideas should be added to your Padlet as hand drawn scamps with titles, or annotations, to explain if needed. A good scamp should require no explanation. You can group multiple scamps/ideas onto one large image if you want to save time uploading multiple images.

2. This week's written task is to briefly explain both Remix and Creative Constraints approaches to creativity. You can use your own selected scamps as examples to illustrate your text.

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/ˈprəʊtətʌɪp/

noun

1. a first or preliminary version of a device or vehicle from which other forms are developed.

"the firm is testing a prototype of the weapon"

2. ELECTRONICS a basic filter network with specified cut-off frequencies, from which other networks may be derived to obtain sharper cut-offs, constancy of characteristic impedance with frequency, etc.

"the construction of bandpass networks from low-pass prototypes"

verb

1. make a prototype of (a product).

"Mercedes is prototyping a car sunroof which changes from clear to tinted"

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on the go (A+B testing on social media) didn't exist but made a prototype and website to gauge audience interaction

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Low fidelity:

experimental (adaptable)

High fidelity:

close to submission (detailed)

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using marvel to make an interactive prototype, using wiretaps.

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using marvel to make an interactive prototype, using wiretaps.

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Successful collaboration is when teams comprising people with diverse backgrounds, strengths and skills work together to deliver work with high productivity, efficiency and speed. In simpler words, it is the phenomenon of a team working closely together to deliver successful results at work.

Examples https://en.wikipedia.org/wiki/Rome_wasn't_built_in_a_day

https://www.post-it.com/3M/en_US/post-it/ideas/articles/how-collaboration-changed-the-world-5-f

amous-partnerships/#:~:text=The%20Wright%20brothers%20gave%20us%20all%20wings&text=Their%20invention%20not%20only%20made,and%20a%20completely%20different%20world.