1.
Institute on Asian
Consumer Insight (ACI)
Creativity and Design :: January 2019
(Day 1)
http://www.aci-institute.com
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2.
MSc in Marketing &
Consumer Insight
Nanyang MBA
Nanyang Business School
http://www.nanyangmscmarketing.com/index.php/articles/4-program-curriculum.html
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3.
Dr. Ricardo Sosa
Associate Professor, Monash University (Australia) and
Auckland University of Technology (New Zealand)
@designcomputing
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“Creativity”inOpenOnlineCourses:CourseraandedX(2018)
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“Creativity” in Business books on Amazon (2018)
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120x 15-min blocks:
- Presentations
- Think-Pair-Share (TPS)
- Group discussions
- Ideation sessions
- Writing and drawing
- Video excerpts
- Surveys
- Field missions
- “Making” activities
- Site visit
- “DIY” activities
- Journalling
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Activity 1.1: What does “creativity” look like?
• In groups: Go outside. Ask 3 to 5
different people/groups to choose
one image that best represents
“creativity” for them
• Ask them to elaborate why
• Come back in 15 minutes to share
your experiences
“creativity” vs {accident, crisis, difficult, enjoying, fight, genius, intelligence, juggle, problems, risk…} in:
https://images.google.com/
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Pre-survey
Duration: 15 minutes
Mode: Individual
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Activity 1.1: What does “creativity” look like?
 Photo elicitation
 Practice Active Listening
 Reveal assumptions
 Assess interest
 Demystify
 Expand your initial views
 Diversity of ideas and
experiences
 Ask questions
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The poster child of the creative genius
http://pngimg.com/download/33439
Creativity is much more than Steve Jobs and “The Nine Dot Problem” ("think out of the box“)
Your challenge is to draw four straight lines which go through the middle of all of
the dots without taking the pencil off the paper.
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Variations of the “Design Thinking” problem solving model
hci.stanford.edu; interaction-design.org; nngroup.com;
The “artistic bias” of creativity
(Image http://pngimg.com/download/7377) 13

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This course is not about creative geniuses, toy
problems, “design thinking”, or art. Then?
- We go beyond myth-ridden views of “creativity”
- Creative approach to learning creativity
- Based on scientific research and real-world
practice across fields and cultures
- To transform everyday activities and life
- Design literacy for non-designers
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Activity 1.2: Hard problems
Duration: 15 minutes
Mode: All
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Morning tea
15 minutes
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The Creative Self : Effect
of Beliefs, Self-Efficacy,
Mindset, and Identity
by Maciej Karwowski , and James C. Kaufman
PUBLISHER
Elsevier Science
DATE
2017-02-23
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Activity 1.3: Introspection
Duration: 15 minutes
Mode: Individual, share
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19.
1. A few videogames^
2. A car^
3. A bungalow^
4. Kitchen appliances
5. Toys
6. Farm tools
7. Learning spaces
8. Museum exhibits
9. Playgrounds
10. Point-of-sale
11. Handcrafts
12. Phone cabin
13. Stairs
14. Interactive displays
15. Websites
16. Virtual galleries
17. Office furniture
18. Lamp
19. Suitcase
20. Chairs and benches
21. Book covers
22. Picture frames
23. Interactive toys
24. One thousand products, websites, systems, services#
25. Rapid prototyping machines#
26. Fifteen companies#
27. Doors*
28. Car dashboard displays*
29. More cars*
30. Robot-friendly furniture*
31. A visual divergence test
32. Reconfigurable robots and social robots
33. Curriculums, syllabus, activities, support materials
34. Design platforms, methods and techniques
^ as a teenager, before entering college
# by around 1000 design and engineering students in 6 countries
* by computational generative systems that I’ve authored

20.
‘ROBOT GRACIOUS GAIT’ RoboMods
Sosa, R., Mohan, R.E., Rojas, N. and Nansai, S.

21.
https://openhouse.sutd.edu.sg/Prof. Kristin Wood

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Creativity and Design
The objective of this course is to introduce students to
the basics of product design, including issues relating to
product form and function, as well as aesthetics and
experience. Students will learn how to integrate creative
ideas into product designs that would appeal to
consumers. Cutting edge and relevant issues in product
designs will be discussed. Special emphasis will also be
placed on examining product designs in an Asian
cultural context.
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24.
https://www.flickr.com/people/40662521@N07
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https://www.flickr.com/people/40662521@N07
Creativity: source of substantial change, of
new ways of seeing, of creating new value
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https://www.flickr.com/photos/vickisnature/ https://www.flickr.com/photos/132295270@N07/
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https://www.flickr.com/photos/tjblackwell/
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http://www.nhm.ac.uk/discover/the-origin-of-our-species.html

29.
www.universetoday.com/wp-content/uploads/2013/11/560072_1393241990913741_1484585483_n1.jpg
media.pennlive.com/midstate_impact/photo/pn-20110824132704-18jpg-c300573418e4b5bf.jpg
www.iloilomovie.com
todayonline.com/sites/default/files/styles/photo_gallery_image_lightbox/public/photos/43_images/24259450.jpg
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Activity 1.4: Top 3 innovations of
the XXI century
Duration: 15 minutes
Mode: Think – Pair – Share
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Lunch
1 hour
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Activity 1.5: “Scumble”
Mode: Individual and pairs
Credit: David Kayrouz
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Amnesty International
@amnestyusa
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https://www.youtube.com/watch?v=AVg_D4VES6o
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Find your creative potential
• How does your cultural background shape your creativity?
• Your family history and life experiences
• Your network: the people who surround you
• Your personality traits and preferences
• Your career goals and technical skills
• Your values, dreams, and motivations
• The abilities that distinguish you from other people
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MINDSETS
human
centered
mindful
of process
prototyping
culture
action
bias
radical
collaboration
show,
don’t tell
https://dschool.stanford.edu/groups/k12/wiki/781c0/Design_Thinking_Processes.html 47

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https://www.flickr.com/photos/skynoir/
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3 Views of Design
ICSID: http://www.youtube.com/watch?v=d3hJcnWKezk
Dyson Foundation: http://www.youtube.com/watch?v=SD6d8Em8q5A
Roger Martin: https://www.youtube.com/watch?v=rLjj1MWX0bY
http://www.hopkinsmedicine.org/medart/ https://en.wikipedia.org/wiki/Triquetral_bone https://www.healthtap.com/topics/
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http://www.dubberly.com/wp-content/uploads/2012/11/Dubberly_Jobs-and-Ive.pdf 54

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Steve Jobs in 1980
Paradox, Pervasive curiosity,
Agency of objects, Collaboration
http://youtu.be/0lvMgMrNDlg?t=2m23s
02:23 – 13:05 55
Paul Terrell

47.
Steve Jobs in 1980
Paradox, Pervasive curiosity,
Agency of objects, Collaboration
http://youtu.be/0lvMgMrNDlg?t=2m23s
56
“We had absolutely no idea what
people were going to do these things
when we started out… uh, matter of
fact the two people it was designed for
Woz and myself because we couldn't
afford to buy a computer {} on the
market… We got it working and we
showed it some of our friends, and
immediately everybody wanted one”
“One day I walked into a bike shop the
first in Mountain View and Paul Terrell
then owner of the bike shop said he
would like to take 50 of these… fully
assembled and tested ready to go
which is a new twist”

48.
Steve Jobs, 1980
Paradox, Pervasive curiosity,
Agency of objects, Collaboration
http://youtu.be/0lvMgMrNDlg?t=2m23s
57
“Gradually the whole thing began to build
momentum and at that point in time we had
some feeling that we were onto something
but the feeling was so different than the
experience it actually seeing it happen right
now is entirely different and sometimes a lot of
people ask what did you know it was going to
mushroom into this phenomenon and you can
say yeah you know we planned it out we have
led on a piece of paper”
“Man is a tool maker has the ability to make a
tool to amplify an inherent ability that he has
and that’s exactly what we're doing here it’s
exactly what we're doing here… what we're
working towards now is the ability to amplify
another human ability and we're just starting
to get the glimmerings of where it's going to
go”
https://cinstatearchives.com/computing_exhibit/

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“The key area we’re focusing on is the
following: right now if you buy a
computer system and you want to solve
all your problems we immediately
throw a big problem right in the middle
of you and your problem which is
learning how to use the computer. All
right. A substantial problem to overcome
once you overcome that it's a
phenomenal tool but there is a barrier
of having to overcome that problem.
What we trying to do and I think there's
a reasonable chance that Apple is going
to make a real contribution solving this
problem… is to remove that barrier so
that someone can buy a computer
system that knows nothing about it and
directly attack their problem without
learning how to program”

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51.
Prepare a DIY Activity…
Duration: 15 + 15 minutes
60

52.
Afternoon tea
15 minutes
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53.
DIY Activity Day 1
Duration: 15 to 30 minutes
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54.
DIY Activity debrief
• Did it go according to plan?
• Lessons learned, improvements
to try.
• Decodings of core themes
covered today.
• Appropriation, interpretation…
why DIY activities?
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55.
Day 1 Recap
• Dispel myths, stereotypes around creativity
• Big problems, difficult challenges, crises: creative responses
• Creative capability, a uniquely and universal human trait
• Creativity is diverse, it demands multiplicity of views and skills
• Design principles and thinking can be applied elsewhere
• Shift from “Am I creative?” to “How am I creative?”
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56.
Creativity & Design. End of Day 1
• Individual mode
• Write down two key concepts or ideas
that you learned today
• Write an action item that you can put
into practice derived from that key
concept or idea
• Write down your most pressing
question today
 Extra: “My main
contribution to
the session today
was…”
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57.
End of Day 1
Thank you!
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58.
Alt Activity 1.8
• Form listening triads
• What needs a radical shift in
your organisation?
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59.
http://www.designcouncil.org.uk/resources/search/bundle/case_study
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