1. DESIGN FIXATION
Discussant: Jingning Zhang

2. Experiment Result

3. PROCEDURES
Design Problem
Flawed Example
Generate Designs
Control Fixation

4. “explicitly instructed
that no straws …”
Control Fixation
Designs with straws 1% 17%
RESULTS

5. Why the designers disobey the instructions?
Control Fixation
Designs with straws 1% 17%

6. Why the fixation group contains obvious flaws?
Misunderstanding on instructions
Grading policy

7. What if they are told about the flaws in examples?

8. SIMILARITY METRICS
Flawed Features
Flexibility
Originality
Number of designs

9. Only use 3 features?
No positive features?
Originality & flexibility only for Experiment 4?
So what do you think
is the right metrics for similarity?
SIMILARITY METRICS
Flawed Features Flexibility OriginalityNumber of designs

10. Leverage Design Fixation in Crowd-sourcing

11. Under what task conditions
is it approbate to supply examples?
Domain Familiarity Response Diversity

12. What is the right time to present examples?
Beginning?
Halfway through?

13. What examples should we presents?
Amount?
Positive or negative or both?

14. Design Fixation in Other Fields

15. What evidence can be provided
for design fixation in other design fields?
Web Design UI Design Architecture Design

16. What method can be taken
to overcome design fixation?
Talk to other people Refer to other designs
Your own tricks?

17. How Examples may (and may not) constrain
creativity
Discussant : Baskar Rethina-saba-pathi

18. Benzene Ring Hypothesis
- Kekulé predicted the cyclic model 65 years before actual
confirmation

19. Benzene Ring Hypothesis
- Inspiration from a dream of a snake biting its own tail

20. First commercial Television – Raster Scan
- Farnsworth worked out the principle of the image dissector
when he was 15

21. First commercial Television – Raster Scan
- Inspired from the back-and-forth motion used to plow a
field

22. Farming Electronics
Mythology Chemistry

23. Farming Electronics
Mythology Chemistry
Software
Flagship
Product

24. Farming Electronics
Mythology Chemistry
Software Software
Flagship
Product
Most
criticized

25. Would reading of prior work be considered looking
at examples?
Would this suggest conformity?
Example: Reading technical papers, old versions of code

26. Why fresh works are perceived to be more
creative than improvisations?
Marsh’s assessment - we fixate on some aspects while still innovating in
other areas

27. http://youtu.be/zd-dqUuvLk4?t=7m18s
What do you need to think outside the box?
Step 0: Borrow a box ?

28. Plagiarism impacts designs.
But the paper does not say when are they good to
adopt
Can we say, there exists nothing called “Absolutely Novel”?
Is everything example driven?