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What Problem 

Are We Solving?
ENCOURAGING IDEA GENERATION & EFFECTIVE TEAM COMMUNICATION
Colin M. Gray1
, Seda Yilmaz1
, Shanna R. Daly2
,

Colleen M. Seifert2
, & Richard Gonzalez2
1
IOWA STATE UNIVERSITY 

2
UNIVERSITY OF MICHIGAN
COMMUNICATION,
DIALOGUE, &
NEGOTIATION
[Cross, 2007; Dorst, 2015; Goel & Pirolli, 1989; Paton & Dorst, 2011; Schön, 1990]
COMMUNICATION,
DIALOGUE, &
NEGOTIATION
of a problem frame
[Cross & Cross, 1996; Hey, Joyce, & Beckman, 2007; Stumpf & McDonnell, 2002]
COMMUNICATION,
DIALOGUE, &
NEGOTIATION
of a desiderata
[Nelson & Stolterman, 2012]
COMMUNICATION,
DIALOGUE, &
NEGOTIATION
through dialectic of
problem & solution
[Dorst & Cross, 2001; Maher & Tang, 2003]
SUPPORTING DESIGN METHODS
FUNCTIONAL
DECOMPOSITION
DESIGN 

HEURISTICS
AFFINITY 

DIAGRAMMING
[van Eyk, 2011; Umeda & Tomiyama, 1997] [Christian et al., 2012; Daly et al., 2012; Yilmaz &
Seifert, 2010; Yilmaz et al., 2010, 2014]
[Hanington & Martin, 2012; Kawakita, 1975]
DESIGN HEURISTICS
DESIGN HEURISTICS
Provides prompts to help
designers generate
alternatives that vary in
nature, discouraging fixation
and encouraging divergent
patterns of thinking
[Yilmaz, Daly, Seifert, & Gonzalez, 2011;
Yilmaz, Seifert, & Gonzalez, 2010]
Derived from empirical
evidence of industrial and
engineering designs
[Daly et al., 2012; Yilmaz, Christian, Daly,
Seifert, & Gonzalez, 2012; 

Yilmaz & Seifert, 2010]
Validated through a range
of product analysis, case
studies, and protocol
analyses, in both
educational and
professional contexts
[e.g., Yilmaz & Seifert, 2009; Yilmaz et al.,
2011; Yilmaz et al., 2010; Yilmaz et al.,
2013; Yilmaz, Daly, Christian, Seifert, &
Gonzalez, 2014]
METHOD
• 20 junior-level undergraduate industrial design students

• Previously organized into teams of 4-5 students

• Three-hour class session in the fourth week of the semester

• Case analysis of participants and teams
DESIGN PROJECT
“
”
Develop an innovative
kitchen product related
to rising food costs, the
future of food, or the
unique needs of
millennials
DESIGN PROJECT
“
”
Develop an innovative
kitchen product related
to rising food costs, the
future of food, or the
unique needs of
millennials
INDIVIDUAL LADDERED
PROBLEM STATEMENTS
GROUP PROBLEM
STATEMENT
15 MARKER COMPS
FIRST FOUR WEEKS
DESIGN PROJECT
INDIVIDUAL LADDERED
PROBLEM STATEMENTS
GROUP PROBLEM
STATEMENT
15 MARKER COMPS
FIRST FOUR WEEKS
INDIVIDUAL
FUNCTIONAL
DECOMPOSITION
IDEATION, ITERATION,
RECOMPOSITION
60 MINUTES
DESIGN PROJECT
INDIVIDUAL LADDERED
PROBLEM STATEMENTS
GROUP PROBLEM
STATEMENT
15 MARKER COMPS
FIRST FOUR WEEKS
INDIVIDUAL
FUNCTIONAL
DECOMPOSITION
IDEATION, ITERATION,
RECOMPOSITION
60 MINUTES
TEAM
AFFINITY 

DIAGRAMMING
ITERATION
60 MINUTES
Team
Initial Team 

Problem
Statement
Individual Functions
After Functional
Decomposition
Team Concept Clusters 

After Affinity Diagramming
Team End-of-

Semester Problem
Statement
1
System-based
solution to improve
upon portion control,
food preservation, &
waste
Compartmentalization
Ease of Access
Space saving
[N/A]
Accessibility (n=4)
Adjustable Dividers (n=5)
Exterior Adjustability/Space Saving (n=8)
Interior Adjustability (n=12)
How can we create a
system that
discourages
millennials from
throwing away food
at home?
5
Develop a system,
which will re-invent
the perception of 'on
the go eating' that
conforms to the
lifestyles & eating
habits of health-
conscious
millennials.
Give user experience
Emotional
Cleaning
Versatility
Customizable 

Container (n=3); Lid (n=6); Other (n=4)
Flexible 

Cleaning Mechanisms (n=5); Storage Mechanisms
(n=7)
Experience 

Consumption (n=6); Storage (n=6)
Promote an
experience that
accommodates
eating habits which
reflect the diverse
lifestyles of the out
and about millennial.
TEAM 1 TEAM 5
TEAM 1 TEAM 5
TEAM 1
Expand or collapse
32
Allow the volume or area of the product or its parts to get larger or smaller.
Consider the use of fluids, inflatables, flexible materials, and complex joints.
This can improve portability and storage options, and allow adjustability.
© Design Heuristics, LLC 2012
TEAM 1
Apply existing
mechanism in new way 13
Consider whether existing products or their components can fulfill the desired
function.This can facilitate reuse of existing products, make the design process
more efficient, and expand the pool of options.
© Design Heuristics, LLC 2012
TEAM 5
Provide sensory
feedback 50
Return perceptual (e.g., tactile, aural, visual) feedback to the user to guide use.
This can reduce errors, confirm actions, and inform the user of the product’s
function.
© Design Heuristics, LLC 2012
TEAM 1
Cluster Name

(# using Design Heuristics) P17 P18 P19 P20 TOTAL
Flexible
Storage mechanisms (n=5) 1 3 2 1 7
Cleaning mechanisms (n=5) 5 5
Customizable
Container (n=2) 1 2 3
Lid (n=6) 2 2 2 6
Other (n=4) 1 2 1 4
Experience
Consumption (n=5) 6 6
Storage (n=5) 3 1 1 1 6
Unassigned (n=6) 4 1 1 3 9
Cluster Name

(# using Design Heuristics) P1 P2 P3 P4 TOTAL
Space saving/ Exterior
adjustability (n=6)
3 1 2 2 8
Interior adjustability (n=10) 7 2 1 12
Adjustable dividers (n=4) 5 5
Accessibility (n=4) 1 3 4
Unassigned (n=4) 1 4 1 3 9
TEAM 1 TEAM 5
TEAM 1 TEAM 5
ALIGNMENT OF PROBLEM FRAMES
TEAM 1 TEAM 5
Development of 

isolated clusters
Divergence provoked
discussion about lack of
team focus
MISALIGNED
Development of
complementary clusters
Divergence reinforced
focus through differing
perspectives
ALIGNED
IDEA GENERATION 

THAT STIMULATES A 

DIALECTIC MOVEMENT
BETWEEN DIVERGENCE &
CONVERGENCE
PROBLEM
SPACE
INITIAL PROBLEM
FRAMING
FUNCTIONAL
DECOMPOSITION
AFFINITY
DIAGRAMMING
CONCEPT
GENERATION
(TEAM)
CONCEPT
GENERATION
(TEAM)
CONCEPT
GENERATION
(INDIVIDUAL)
DESIGN
HEURISTICS
DIALECTIC
OF DIVERGENCE
& CONVERGENCE
Thank You
COLINGRAY.ME
DESIGNHEURISTICS.COM
This research is funded by the National Science Foundation, Division of Undergraduate
Education, Transforming Undergraduate Education in Science, Technology, Engineering and
Mathematics (TUES Type II) Grants # 1323251 and #1322552.

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What Problem Are We Solving? Encouraging Idea Generation and Effective Team Communication

  • 1. What Problem 
 Are We Solving? ENCOURAGING IDEA GENERATION & EFFECTIVE TEAM COMMUNICATION Colin M. Gray1 , Seda Yilmaz1 , Shanna R. Daly2 ,
 Colleen M. Seifert2 , & Richard Gonzalez2 1 IOWA STATE UNIVERSITY 
 2 UNIVERSITY OF MICHIGAN
  • 2. COMMUNICATION, DIALOGUE, & NEGOTIATION [Cross, 2007; Dorst, 2015; Goel & Pirolli, 1989; Paton & Dorst, 2011; Schön, 1990]
  • 3. COMMUNICATION, DIALOGUE, & NEGOTIATION of a problem frame [Cross & Cross, 1996; Hey, Joyce, & Beckman, 2007; Stumpf & McDonnell, 2002]
  • 4. COMMUNICATION, DIALOGUE, & NEGOTIATION of a desiderata [Nelson & Stolterman, 2012]
  • 5. COMMUNICATION, DIALOGUE, & NEGOTIATION through dialectic of problem & solution [Dorst & Cross, 2001; Maher & Tang, 2003]
  • 6. SUPPORTING DESIGN METHODS FUNCTIONAL DECOMPOSITION DESIGN 
 HEURISTICS AFFINITY 
 DIAGRAMMING [van Eyk, 2011; Umeda & Tomiyama, 1997] [Christian et al., 2012; Daly et al., 2012; Yilmaz & Seifert, 2010; Yilmaz et al., 2010, 2014] [Hanington & Martin, 2012; Kawakita, 1975]
  • 8. DESIGN HEURISTICS Provides prompts to help designers generate alternatives that vary in nature, discouraging fixation and encouraging divergent patterns of thinking [Yilmaz, Daly, Seifert, & Gonzalez, 2011; Yilmaz, Seifert, & Gonzalez, 2010] Derived from empirical evidence of industrial and engineering designs [Daly et al., 2012; Yilmaz, Christian, Daly, Seifert, & Gonzalez, 2012; 
 Yilmaz & Seifert, 2010] Validated through a range of product analysis, case studies, and protocol analyses, in both educational and professional contexts [e.g., Yilmaz & Seifert, 2009; Yilmaz et al., 2011; Yilmaz et al., 2010; Yilmaz et al., 2013; Yilmaz, Daly, Christian, Seifert, & Gonzalez, 2014]
  • 9. METHOD • 20 junior-level undergraduate industrial design students • Previously organized into teams of 4-5 students • Three-hour class session in the fourth week of the semester • Case analysis of participants and teams
  • 10. DESIGN PROJECT “ ” Develop an innovative kitchen product related to rising food costs, the future of food, or the unique needs of millennials
  • 11. DESIGN PROJECT “ ” Develop an innovative kitchen product related to rising food costs, the future of food, or the unique needs of millennials INDIVIDUAL LADDERED PROBLEM STATEMENTS GROUP PROBLEM STATEMENT 15 MARKER COMPS FIRST FOUR WEEKS
  • 12. DESIGN PROJECT INDIVIDUAL LADDERED PROBLEM STATEMENTS GROUP PROBLEM STATEMENT 15 MARKER COMPS FIRST FOUR WEEKS INDIVIDUAL FUNCTIONAL DECOMPOSITION IDEATION, ITERATION, RECOMPOSITION 60 MINUTES
  • 13. DESIGN PROJECT INDIVIDUAL LADDERED PROBLEM STATEMENTS GROUP PROBLEM STATEMENT 15 MARKER COMPS FIRST FOUR WEEKS INDIVIDUAL FUNCTIONAL DECOMPOSITION IDEATION, ITERATION, RECOMPOSITION 60 MINUTES TEAM AFFINITY 
 DIAGRAMMING ITERATION 60 MINUTES
  • 14. Team Initial Team 
 Problem Statement Individual Functions After Functional Decomposition Team Concept Clusters 
 After Affinity Diagramming Team End-of-
 Semester Problem Statement 1 System-based solution to improve upon portion control, food preservation, & waste Compartmentalization Ease of Access Space saving [N/A] Accessibility (n=4) Adjustable Dividers (n=5) Exterior Adjustability/Space Saving (n=8) Interior Adjustability (n=12) How can we create a system that discourages millennials from throwing away food at home? 5 Develop a system, which will re-invent the perception of 'on the go eating' that conforms to the lifestyles & eating habits of health- conscious millennials. Give user experience Emotional Cleaning Versatility Customizable 
 Container (n=3); Lid (n=6); Other (n=4) Flexible 
 Cleaning Mechanisms (n=5); Storage Mechanisms (n=7) Experience 
 Consumption (n=6); Storage (n=6) Promote an experience that accommodates eating habits which reflect the diverse lifestyles of the out and about millennial.
  • 17. TEAM 1 Expand or collapse 32 Allow the volume or area of the product or its parts to get larger or smaller. Consider the use of fluids, inflatables, flexible materials, and complex joints. This can improve portability and storage options, and allow adjustability. © Design Heuristics, LLC 2012
  • 18. TEAM 1 Apply existing mechanism in new way 13 Consider whether existing products or their components can fulfill the desired function.This can facilitate reuse of existing products, make the design process more efficient, and expand the pool of options. © Design Heuristics, LLC 2012
  • 19. TEAM 5 Provide sensory feedback 50 Return perceptual (e.g., tactile, aural, visual) feedback to the user to guide use. This can reduce errors, confirm actions, and inform the user of the product’s function. © Design Heuristics, LLC 2012 TEAM 1
  • 20. Cluster Name
 (# using Design Heuristics) P17 P18 P19 P20 TOTAL Flexible Storage mechanisms (n=5) 1 3 2 1 7 Cleaning mechanisms (n=5) 5 5 Customizable Container (n=2) 1 2 3 Lid (n=6) 2 2 2 6 Other (n=4) 1 2 1 4 Experience Consumption (n=5) 6 6 Storage (n=5) 3 1 1 1 6 Unassigned (n=6) 4 1 1 3 9 Cluster Name
 (# using Design Heuristics) P1 P2 P3 P4 TOTAL Space saving/ Exterior adjustability (n=6) 3 1 2 2 8 Interior adjustability (n=10) 7 2 1 12 Adjustable dividers (n=4) 5 5 Accessibility (n=4) 1 3 4 Unassigned (n=4) 1 4 1 3 9 TEAM 1 TEAM 5
  • 22. ALIGNMENT OF PROBLEM FRAMES TEAM 1 TEAM 5 Development of 
 isolated clusters Divergence provoked discussion about lack of team focus MISALIGNED Development of complementary clusters Divergence reinforced focus through differing perspectives ALIGNED
  • 23. IDEA GENERATION 
 THAT STIMULATES A 
 DIALECTIC MOVEMENT BETWEEN DIVERGENCE & CONVERGENCE
  • 25. Thank You COLINGRAY.ME DESIGNHEURISTICS.COM This research is funded by the National Science Foundation, Division of Undergraduate Education, Transforming Undergraduate Education in Science, Technology, Engineering and Mathematics (TUES Type II) Grants # 1323251 and #1322552.