Inspiring design idea generation: insights from a memory-search perspective

Abstract

Recently, several investigators have begun to conceptualise idea generation (IG), the process by which new designs are deliberately produced, as a predominantly memory-based activity. In this paper, we consider how psychological, memory-based IG models can help us to understand design IG. We introduce one such model with modifications for experimentation in conceptual product design. In this model, the IG process is divided into two phases: memory sampling succeeded by idea production. We utilise this model to explicate stimulation and fixation effects in design IG. We evaluated empirically two predictions derived from the model that are relevant to design IG – the effect of contextual cueing on memory sampling, and the effect of verbal stimulation on idea production. These questions were investigated in an experiment involving 50 engineering students working individually. The analysis of generated ideas showed that the manipulations affected the ideas, and the contextual cues especially, were an influential part of the design assignments. We also showed that the absence of context information can activate a contextual defaulting strategy. We reflect on the implications of these findings for design practice and education in the conclusions of this paper.