Creativity and Design Thinking

MANUALDENORMASGRÁFICAS|11
› Versão do logótipo Universidade Católica Portuguesa
sem os locais – Sede e Centros Regionais.
Creativity (and Design Thinking)
Luís Gustavo Martins
lgmartins@porto.ucp.pt
March 2017

LOGÓTIPO HORIZONTAL
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ATTRIBUTION-NONCOMMERCIAL-SHAREALIKE 3.0 UNPORTED (CC BY-NC-SA 3.0)
http://creativecommons.org/licenses/by-nc-sa/3.0/
This work is derived from the works of Álvaro Barbosa (www.abarbosa.org):
- Creativity (Brain Power)
- Creativity (Design Thinking)

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Thinking à Design

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Design Thinking

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Design Thinking

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CREATIVITY

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WHY
is it important?

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CREATIVITY, INNOVATION & ENTREPRENEURSHIP

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CREATIVITY, INNOVATION & ENTREPRENEURSHIP
CREATIVITY
INNOVATION
ENTREPRENEURSHIP

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CREATIVITY
Creativity
Art

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CREATIVITY

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CREATIVITY
Creativity is part of the process of
producing Art…
… as it is part of the process of producing
many other things…

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WHO
is using it?

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY
Creativity
Originality

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CREATIVITY
The Obsession for
Originality is the Biggest
Enemy of Mastery…
...Which is also Necessary in Art

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CREATIVITY

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CREATIVITY
Everything is a Remix (2015) - https://vimeo.com/139094998

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COPY OF A COPY
Venice
Las Vegas
Macau

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… OF A COPY
ZhuhaiMacau

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COPY OF A COPY OF A COPY.
From “Fight Club”, David Fincher, 1999 - http://coub.com/view/1fjxn8nb

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WHAT
defines it?

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY
It can be a Talent...
http://www.scribd.com/doc/110907265/Golan-Levin-ETA-2012
Golan Levin
BUY THE ARTIST NOT THE ART!!!

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CREATIVITY
… but can also be a Process
of Having Original Ideas with Value
(Sir Ken Robinson)

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CREATIVITY
Creativity Talent
Creativity Process

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY
Creativity as a Process...
Lateral Thinking is solving
problems through an indirect
and creative approach, using
reasoning that is not
immediately obvious and
involving ideas that may not be
obtainable by using only
traditional step-by-step logic.
The term was coined in 1967 by
Edward de Bono.
http://edwdebono.com/

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CREATIVITY
https://www.youtube.com/watch?v=zDZFcDGpL4U&list=PL173E21877EDD22CC

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY – The Marshmallow Challenge

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http://rethinked.org/?p=3910
http://www.ted.com/talks/tom_wujec_build_a_tower#t-122987

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CREATIVITY
Lateral Thinking is About
ü Discarding the obvious

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CREATIVITY
How?
>> Try thinking like children would do…

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CREATIVITY
How?
>> Find multiple answers and interpret them

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CREATIVITY
1. Not Jumping directly from Problem to Solution
2. Focusing on the Problem, providing Multiple Solutions
https://en.wikipedia.org/wiki/Functional_fixedness

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CREATIVITY
ü Use inspiration and imagination to solve problems by looking at them
from unexpected perspectives
How?
>> Avoid functional fixedness

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CREATIVITY
Functional Fixedness

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CREATIVITY

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CREATIVITY

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CREATIVITY
https://hbr.org/video/4653517227001/why-we-cant-see-solutions-in-plain-sight

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY

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CREATIVITY
By Marcel Duchamp - src Original picture by Stieglitz,
Public Domain, https://commons.wikimedia.org/w/index.php?curid=8648377

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CREATIVITY
üThinking Outside the Box

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CREATIVITY
üThinking Outside the Box

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Exercise

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CREATIVITY

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CREATIVITY

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CREATIVITY
More Creativity Exercises
from Ed De Bono

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HOW
to inspire it?

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CREATIVITY
Telling People how to be Creative is easy
Being Creative is Difficult!
(John Cleese)

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CREATIVITY
Creativity is not a talent
It is a way of operating
(John Cleese)

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CREATIVITY
John Cleese 1991 Seminal lecture:
“5 Factors to Make Your Life More Creative”

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CREATIVITY

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CREATIVITY
OPEN VS CLOSE Mode
OPEN Mode
Relaxed, More Playful, Open to Humor, Chaotic.
CLOSE Mode
Active, Slightly Anxious, Purposeful, Systematic.
CREATIVITY IS ONLY POSSIBLE
ON THE OPEN MODE !!!

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CREATIVITY
Close Mode
VS
Open Mode
___________________________________
Rational
VS
Emotional
___________________________________
Analytical
VS
Intuitive
___________________________________
Critical Thinking
VS
Creative Thinking

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CREATIVITY
OPEN VS CLOSE Mode
According to Cleese, we need to be in the open mode
when pondering a problem — but! — once we come up
with a solution, we must then switch to the closed
mode to implement it.
Once we’ve made a decision, we are only efficient if we
go through with it decisively, undistracted by doubts
about its correctness.

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CREATIVITY

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CREATIVITY
https://www.youtube.com/watch?v=5xPvvPTQaMI

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CREATIVITY
John Cleese 1991 lecture on:
1. Space
“You can’t become playful, and therefore creative, if you’re under
your usual pressures”.
This is why Rehearsal Rooms became a profitable business

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CREATIVITY

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CREATIVITY
2. Time
“It’s not enough to create space; you have to create your space for a
specific period of time”. Only then you can get to the Open Mode.
Its easier to do trivial things that are urgent than important things
that are not urgent (like thinking)
Its also easier to do little things we know we can do than to start big
things we are not so sure about (like sorting out your paper clips)

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CREATIVITY

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CREATIVITY
3. Time
“Giving your mind as long as possible to come up with something
original”.
Learn to be patient and tolerate the
discomfort, uncertainty, indecision and
agitation that we feel while we haven't
solved a problem.
Only take a decision when you
absolutely have to !!!!

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CREATIVITY

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CREATIVITY
4. Confidence
“Nothing will stop you being creative so effectively as the fear of
making a mistake.”
“At Pixar every Project we do is like Jumping out of a Cliff with the
tools to build a ParaShoot along the way” (Ed Catmull – Pixar CEO)

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CREATIVITY

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CREATIVITY
5. Humor
“The main evolutionary significance of humor is that it gets us from
the closed mode to the open mode quicker than anything else”.
SERIOUS ≠ SOLEMN

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CREATIVITY

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HOW
to do it?

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CREATIVITY
Creativity as a Process
Systematic Creativity

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DESIGN THINKING
SYSTEMATIC CREATIVITY
… is the core concept behind the DESIGN THINKING
Methodology. A style of thinking, generally considered
the ability to combine:
• empathy for the context of a problem
• creativity in the generation of insights
• rationality to analyze and fit solutions to the context

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DESIGN THINKING
EMPATHY
DESIGN
THINKING

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DESIGN THINKING
DESIGN Thinking

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DESIGN THINKING
Introduced in 1987
By Peter Rowe
Professor at the Harvard Graduate
School of Design

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Design Thinking

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DESIGN THINKING
DEFINITION:
“Design thinking stands for design-specific cognitive
activities that designers apply during the process of
designing.”
In Wikipedia - http://en.wikipedia.org/wiki/Design_thinking
“A method of problem-solving strategy where the
data collected is expressed visually in order to create
new strategies, ways and methods to solve problems,
create opportunities or strengthen weaknesses.”
In Business Dictionary - http://www.businessdictionary.com/definition/design-thinking.html

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DESIGN THINKING
Expressing Ideas Visually:
ü Sketching
Iconic Universal Language
ü Muscle Memory
Motor Learning with
Procedural Memory
“Fix the car”

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DESIGN THINKING
Close Mode Open Mode

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DESIGN THINKING
David Kelley, Founder, chairman,
and managing partner of the
design firm IDEO and a professor
at Stanford University, is cited as
the pioneer of design thinking.

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DESIGN THINKING
How to Build Your Creative Confidence (TED Talk) - https://youtu.be/16p9YRF0l-g

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DESIGN THINKING
Tim Brown, CEO of the design
firm IDEO wrote a seminal book
for design thinking.

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DESIGN THINKING
Tales of creativity and play (TED Talk) - https://youtu.be/cYCIx79rLU8

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DESIGN THINKING
https://dschool.stanford.edu

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DESIGN THINKING
DESIGN THINKING PIPELINE (5 stages)

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DESIGN THINKING
OPEN MODE CLOSE MODECLOSE MODEOPEN MODE CLOSE MODE

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING

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DESIGN THINKING
UNDERSTAND IDEATE EXPERIMENT

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DESIGN THINKING

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DESIGN THINKING
Stanford d.school Mixtapes

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DESIGN THINKING

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DESIGN THINKING
DESIGN Thinking
TOOLS

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DESIGN THINKING

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DESIGN THINKING
Cerejo, J.; Barbosa, A.; 2012. “The Application of Design Thinking Methodology on Research Practices: a Mind-Map of Tools and Methods”.
Proceedings of the 62nd Anual Conference of the International Council for Education Media on Design Thinking; Cyprus.

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DESIGN THINKING
10 Tools for Design Thinking
Jeanne M. Liedtka & Timothy Ogilvie (2010)

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DESIGN THINKING
Collaboration
- brain storm
- sketch

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DESIGN THINKING
User Centered Design

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DESIGN THINKING
- Storytelling/Storyboarding
- Personas

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DESIGN THINKING
- User eXperience (UX)

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DESIGN THINKING
Rapid Prototyping
- Demo or Die
- Low-Tech, Lo-Fi
- Fail Fast & Cheap (& often)

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CREATIVITY

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CREATIVITY
References:
• Everything is a Remix (2015)
https://vimeo.com/139094998
• How to Build Your Creative Confidence (David Kelley TED Talk)
https://youtu.be/16p9YRF0l-g
• Tales of creativity and play (Tim Brown TED Talk)
https://youtu.be/cYCIx79rLU8
• Stanford Design Thinking Virtual Crash
Coursehttp://dschool.stanford.edu/dgift/

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Thank You!
lgmartins@porto.ucp.pt

Creativity and Design Thinking

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