Unlocking design teams’ experimentation and Go-No-Go decision-making: Case study on bangle packaging design project

Abstract

The experimentation helps in getting preliminary answers to inquiries that allows learning to happen in knowledge pursuit. Product centric organizations follow systematic as well as disorganized experimentation process for innovative product development. It is crucial activity for R & D value creation. Thus, cleverly conducting experiments and strategically looking into designers’ experimentation phenomenon can prove boon for designers. An effective experimentation driving strategy can help in many ways to unlock the potential of experimentation. The specific objectives of this paper are, (1) to descriptively understand, capture, and report designers’ experimentation phenomenon happening in realistic design environment; (2) to figure out decision-making constituents from experimentation process that leads to Go-No-Go decision making. The database collected from bangle packaging design project is systematically coded and analyzed to develop Combined IP-SR-GP theoretical model. The developed model is validated for its application by doing post facto analysis of packaging design cases. This paper will theoretically contribute towards advancement of designers’ experimental design thinking and look into decision-making constituents.