Better, Not Catchier: Design Creativity Research in the Service of Value

Abstract

This article outlines applied and basic design creativity research as practiced today and as it is seen in the future, in light of the high demand for creativity and innovation coming from business, and the changing conceptualization of creativity in our society. Design creativity is seen as indispensable but also dangerous when misinterpreted and misused and when there are no robust ethical rules to go by. It is proposed that research draw lessons from the current Design Thinking method, and in particular its stress on problem finding through observation of users, and continuous prototyping. Thus research is approached as a design task where the goal is to arrive at better design, that carries value for users, and not catchy design with insufficient regard for real, relevant users' needs and aspirations.