Analogies to Succeed: Applications to Service Design Problems
نویسنده
چکیده
maximum 150 words) This study aims to expand current understanding of ideation methods and its transferability from the physical domain (product) to the transactional domain (services). It evaluates the impact of two Design-by-Analogy (DbA) ideation methods (WordTree and SCAMPER) in both, creativity and design fixation management when solving transactional design problems. These results are contrasted with the performance of a non-assisted control scenario. Both DbA methods produced a statistically significant larger number of novel ideas when compared to the control. The SCAMPER method contributes with a large portion of total novel ideas. Counterintuitive results were found for fixation since SCAMPER appears to be a method that promotes both fixation and de-fixation outcomes.
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