Large language model (LLM) and Crowd Intelligent Innovation (CII) are reshaping the field of engineering design and becoming a new design context. Generative generic-field design can solve more general design problems innovatively by integrating multi-domain design knowledge. However, there is a lack of knowledge representation and design process model in line with the design cognition of the new context. It is urgent to develop generative generic-field design methods to improve the feasibility, innovation, and empathy of design results. This study proposes a method based on design cognition and knowledge reasoning. Firstly, through the problem formulation, a generative universal domain design framework and knowledge base are constructed. Secondly, the knowledge-based discrete physical structure set generation method and system architecture generation method are proposed. Finally, the application tool Intelligent Design Assistant (IDA) is developed, verified, and discussed through an engineering design case. According to the design results and discussion, the design scheme is feasible and reflects empathy for the fuzzy original design requirements. Therefore, the method proposed in this paper is an effective technical scheme of generative generic-field engineering design in line with the design cognition in the new context.
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