TY - GEN
T1 - Conceptualising services
T2 - DeThinkingServices ReThinkingDesign
AU - Tollestrup, Christian
N1 - Conference code: 1
PY - 2009/11
Y1 - 2009/11
N2 - Within the context of new product development processes and the Creative ProblemSolving (CPS) process, the authors have come to the view that clustering is to be seenas a separate step in the process of diverging and converging. Clustering is generallypresented as part of the converging stages, and as such categorized as a selectiontechnique, which in the authors' view does not do justice to this activity. It is aboutexpanding knowledge, about connecting ideas, and connecting ideas to problemstatements, functionalities, and values and consequences. It is about building a sharedunderstanding, in other words about 'making sense', an essential creative activity in the development of concepts and, although different from a more freewheeling divergent phase, can be as creative and maybe even more so. Four kinds of clusterings are distinguished: object clustering, morphological clustering, functional clustering and gestalt clustering. Object clustering is mainly aimed at categorizing ideas into anoverviewable set of groups of ideas. No special connections are being made, other then looking for similarities. Morphological clustering is used to split up a problem into subproblems after which the ideas generated are considered as subsolutions which can then be combined into concepts. Functional clustering is interesting when different approaches can be chosen to answer some question. It permits a more strategic choice to be made. Gestalt clustering is a more synthesis like approach, often with a more metaphoric and artistic stance. Collage is a good example of such clustering. General guidelines for clustering are: use a bottom-up process of emergence; postpone early rationalisations and verbalisations; start grouping ideas on the basis of feeling and intuition; and use metaphoric names to identify clusters.
AB - Within the context of new product development processes and the Creative ProblemSolving (CPS) process, the authors have come to the view that clustering is to be seenas a separate step in the process of diverging and converging. Clustering is generallypresented as part of the converging stages, and as such categorized as a selectiontechnique, which in the authors' view does not do justice to this activity. It is aboutexpanding knowledge, about connecting ideas, and connecting ideas to problemstatements, functionalities, and values and consequences. It is about building a sharedunderstanding, in other words about 'making sense', an essential creative activity in the development of concepts and, although different from a more freewheeling divergent phase, can be as creative and maybe even more so. Four kinds of clusterings are distinguished: object clustering, morphological clustering, functional clustering and gestalt clustering. Object clustering is mainly aimed at categorizing ideas into anoverviewable set of groups of ideas. No special connections are being made, other then looking for similarities. Morphological clustering is used to split up a problem into subproblems after which the ideas generated are considered as subsolutions which can then be combined into concepts. Functional clustering is interesting when different approaches can be chosen to answer some question. It permits a more strategic choice to be made. Gestalt clustering is a more synthesis like approach, often with a more metaphoric and artistic stance. Collage is a good example of such clustering. General guidelines for clustering are: use a bottom-up process of emergence; postpone early rationalisations and verbalisations; start grouping ideas on the basis of feeling and intuition; and use metaphoric names to identify clusters.
KW - Concepts
KW - Services
KW - Design Methods
M3 - Conference article in Journal
SN - 0332-8317
JO - Arkitektur- og Designhoegskolen i Oslo. AHO-Skrift
JF - Arkitektur- og Designhoegskolen i Oslo. AHO-Skrift
IS - Nov
Y2 - 24 November 2009 through 26 November 2009
ER -