Abstract
In several studies, successful individual design strategies were found to deviate from the path of ‘classical’ design methodology. Important decisions were made early in the design process without careful analysis of the task and possible ideas and solutions. Very similar behaviour could be observed in marketing experts. From these results we have derived a model for the development of individual action strategies, which also explains designers’ behaviour as described above. Starting from a short check of the situation’s complexity subjects activate knowledge about useful features of action in situations of this type. These features limit the number of possible action strategies to only one or a few alternatives. The details are planned later in the problem-solving process.
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