Data from protocol studies of nine experienced industrial designers, performing the same task, were analysed to develop an expertise model of the product design process. The protocol data and the expertise model were used to identify four different cognitive strategies employed by the designers: problem driven, solution driven, information driven, and knowledge driven design strategies. These strategies were then related to task outcomes such as solution quality and creativity, and to process aspects such as iterative activity. The different strategies appear not to be related to overall solution quality in any straightforward manner. Designers using a solution driven strategy tended to have lower overall solution quality scores but higher creativity scores. Designers using a problem driven design strategy tended to produce the best results in terms of the balance of both overall solution quality and creativity.
Keywords: Cognitive strategies, design process, protocol studiesIn concluding a recent review article on expertise in design, Cross (2004) suggested that 'expert designers appear to be "ill-behaved" problem solvers', especially in respect of their focus on solution generation, rather than problem analysis. This aspect of design cognition has been observed many times, and can be traced back to Lawson's (1979) formalised problem solving experiments with science and architecture students, from which he categorised their problem solving strategies as either 'problem focused' or 'solution focused', and claimed the latter as being more characteristic of design-based problem solving.The recent focus of studies in design cognition has been through the use of protocol studies (Cross, Christiaans and Dorst, 1996). Many studies have relied on experiments and observations with student designers, rather than experienced, practising designers possessing more mature cognitive strategies. However, Dorst (1997) provided a study of design processes derived from protocol studies of experienced industrial designers, and Dorst and Cross (2001) related these to a problem-solution co-evolution model of creative design. Dorst and Cross reported examples of co-evolution in which the designer formulates a partial structuring of the problem-space and then transfers that partial structure into the solution-space, and so develops both problem and solution in parallel. They suggested that there were also converse cases in which solution structuring preceded problem structuring, that is, in which the designer first identifies a partial structure in the solution space, such as a preferred shape or form, and then uses that to structure the problem space. These two variant strategies of co-evolution might be labelled as 'problem driven' and 'solution driven' design strategies. Following Lawson (1979) and others, solution driven strategies might be expected to be the dominant form in design.For some time, there has also been interest in relationships between cognitive style, design strategy and design performance (Cross, 1985; Kvan and Y...