Visualization – a Catalyst for Creativity in New Product Development (NPD)

DS 66-2: Proceedings of the 1st International Conference on Design Creativity (ICDC 2010)

Year: 2010
Editor: Taura, T and Nagai, Y
Author: Wikström, Anders
Section: Short Presentation B


There is a keen need for research within the area of product development. The use of visualizations in the development process, especially, is often unstructured and ad hoc. By focusing on the creative process and the use of sketches and external representation, it is possible to develop better tools and methods for realizing new products in a more efficient, effective way. By increasing knowledge regarding the positive creative effects of using different rendering types when developing new products and learning when to use those types, one could consider developing the entire New Product Development (NPD) process. A model for creative use of visualization within NPD projects will be presented and advocated.

Keywords: creativity, visualization, sketches, design processes, and design process improvement


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