A Creative Thinking Process: Problem Abstraction as a Source for Ideation in Product Design
Carlos M. Rodriguez Ph.D. | October 23, 2024
Read time: 8 minutes
“Abstraction is the discovery of any structure, regularity, pattern or organization that is present in multiple perceptions, either physical or mental in nature.” — Steve Jobs
-Hans Welling, 2007, p. 170.
Ideation in Concept Design
Ideation is the backbone of concept generation and solutions (diversity of thinking goals) in new product and service development processes. For this reason, ideation approaches should avoid “fixation” or the tendency to focus on a single idea at the expense of exploring other alternatives (Linsey et al., 2010). Ideation is at the forefront of the new product/service development process. Promising ideas, when identified and enriched, become good product concepts that eventually deliver top-and-bottom-line growth. This is the beginning of a successful product in the marketplace. Ideation is the process of generating ideas, concepts, and solutions to inspire new products or services. It is a critical stage in design thinking and requires a deep understanding of the user, an emphatic approach, and consumption immersion (see Figure 1).
Figure 1: Design Thinking Process: Ideation is the third stage in the Design Thinking model. It is supported by a deep understanding of the user, the consumption context, expectations, and experiences carried out in the empathize and define phases.
Source: The author
Designers conceptualize objects (products or services) that evolve through “abstractions” and refinements selected opportunistically (Hoover et al., 1991) . Designers focus on certain aspects of the product at a time, and the level of detail (refinement) progresses, increases, or decreases during the creative process toward the concept design.
Creativity is a transformational process that brings ideas, imagination, and dreams into reality by applying design heuristics rather than algorithms. Creative thinking involves two components: generation of novelty (via divergent thinking) and evaluation of the novelty (via convergent thinking) (Cropley, 2006) . It involves the ability to generate novel ideas and create and discover new solutions and possibilities. This process requires stimulation and a space to be nurtured; it requires abstraction processes.
Creative cognition involves four mental operations: application, analogy, combination, and abstraction. In an ordinal fashion, these operations reflect the intensity of the innovation in the ideation process. Abstraction is a mental process that focuses on the discovery of structures, regularity, recognizing patterns or organization forms present in different perceptions, making analogies and connections, which are physical or mental (Welling, 2007) . Abstract reasoning implies thinking about ideas and concepts that aren’t physically present. Our abstract representations are a prerequisite to cognitive operations such as classification, generalization, pattern recognition, discrimination, linking, reinterpreting, creating scenarios, and branching out. Abstraction has been viewed as a process of simplification defined as “the process of eliminating unnecessary detail to reveal underlying order, pattern, structure or some other characteristics that are otherwise not obvious, or that is so obvious as to be overlooked.” (Root-Bernstein, 1991, p. 87) . During abstraction, a new structure is formed, reflecting the relationship among previous existing structures.
Abstraction and Divergent Thinking
Abstraction aims to generate different and original alternatives that belong to mutually exclusive categories. Qualitative solutions must show originality and flexibility. So, defining and accessing these categories prompts the activation of more original ideas (Palmiero, 2020) . During the divergent thinking stage, individuals restructure concepts and create new categories, identifying new product applications and functions, redefining the product’s basic function, etc.
Imagination plays a role during the abstraction process and, in conjunction with creativity, attempts to find solutions to the problem at hand. This is the framework for the convergent thinking stage as it determines the novelty of the proposed solution .
Creativity requires high levels of abstraction and mental imagery abilities (transformation or combination of elements within a category) (Palmiero et al., 2015) and visualization (Palmiero et al., 2016).
Figure 2: Abstraction and Divergent Thinking.
Source: The author.
Abstraction Techniques
Inversion
This technique involves the opposite or negative things to the problem at hand. In other words, you consider the opposite of what you want. This tool allows you to identify the roadblocks that are not obvious as you initiate the abstraction process and go beyond the status quo. Eliminating those roadblocks may help creativity and imagination, and promising new ideas may arise. You expect to face questions such as, what if the opposite is true? What if we take a different opposite perspective? What do you want to avoid? How does this product fail to facilitate specific functions? And what could go wrong with the user-product interface? In completing this process, you are challenging your beliefs and understanding and questioning your views; thus, you are opening a possible solution space (see Figure 3).
Figure 3: A comparison of Traditional (diagram A) and Inverse Ideation (diagram B). Traditional ideation is an outward process, while inverse ideation is an inward process reflecting the opposite.
Source: The author.
Abstraction Laddering Technique
This technique is used to explore a concept or problem at different levels of abstraction. The purpose is to understand the problem by examining the concept through a concrete, intermediate, and abstract level. Designers can move up the ladder by asking "Why?" and consider broader options, or move down the ladder by asking "How?" and consider narrower options. This process reaches the identification of core principles that provoke broader insights when facing the design challenge, i.e., management has observed that the battery life for their smartwatch product is too short, and users have to change it frequently. The core principles may be expressed as “enhancing the user experience by achieving a balance between functionality and battery efficiency.” Identifying core principles illustrates the simplification nature of the abstraction technique and allows the revelation of the underlying structure, configuration, or pattern present in the initial concept.
The mechanics of this technique can be summarized as follows:
1. Define the problem or concept
This stage identifies the concept in concrete terms. In product design, this refers to a particular feature, attribute, or characteristic of concern.
2. Laddering Up
This stage searches for generalization and shifts the analysis to an intermediate level of abstraction by asking more general questions. It focuses on the “why?” For example, what general category does the problem/concept belong to? What broader patterns or needs is the user experiencing? Why might somebody need this product?
Next, the analysis shifts to a higher level of abstraction, searching for principles such as how to ensure an intuitive user interface with the product. Then, streamlining the user interaction becomes a core principle that guides further redesign.
3. Laddering Down
This stage involves returning to the intermediate abstraction level to translate the selected principle into actionable and tangible features or characteristics. For example, should we simplify the design so the product can be manipulated in diverse situations?
Later, the technique moves to a more concrete level by asking “how?”. For example, implement a better handle to provide a better grip when the product operates.
Abstraction laddering is a repetitive process of laddering up and down over several cycles. The final product design is refined, reconfigured, augmented, and refined.
A Final Example: The case of a blender
1. Concrete problem
Users find cleaning the blender’s blades and jar difficult because of their design.
2. Laddering up (generalization)
Intermediate abstraction
Ease of cleaning is a significant factor in user satisfaction with kitchen appliances.
Higher abstraction
Design kitchen appliances that prioritize user convenience and ease of maintenance, ensuring that they fit seamlessly into daily life
Core principle: Kitchen appliances should be designed to be easy to clean and maintain, minimizing user effort and frustration and enhancing user satisfaction.
3. Laddering down (concrete)
Intermediate abstraction
Focus on designing easy components to disassemble, clean, and reassemble and reduce residue accumulation.
Concrete level design
- Design the jar with a wide opening to facilitate easy access for cleaning. Use smooth, rounded edges inside to prevent food from getting stuck.
- Blade Assembly: Create a removable blade assembly that can be easily detached for cleaning. Consider a design that allows the blades to be detached without additional tools.
- Material Choice: The jar and blade assembly should be made of dishwasher-safe, non-porous materials to ensure they can be cleaned thoroughly without retaining odors or stains.
- Seals and Gaskets: Design the seals and gaskets to be easily removable for cleaning and ensure they are durable and resistant to wear.
The reiterative process will continue until the blender satisfies all design specifications, user interface, and operation. Several prototypes must be developed along the process.
Conclusion
Several ideation tools and methods are available to the product and service designer and design teams. The concept of abstraction as a mental operation leading to the highest level of innovation was discussed. Two essential techniques, Inversion and Abstract laddering, were discussed and illustrated, focusing on their use in product design and ideation. Inversion involves the opposite or negative things to the problem at hand. In other words, you consider the opposite of what you want. Abstract laddering aims to understand the problem/concept by exploring the idea concept through concrete, intermediate, and abstract levels. This process reaches the identification of core principles that provoke broader insights when facing the design challenge.
References
Cropley, A. (2006), "In praise of convergent thinking", Creativity Research Journal - CREATIVITY RES J, Vol. 18, pp. 391-404, doi: 10.1207/s15326934crj1803_13.
Hoover, S. P., Rinderle, J. R. and Finger, S. (1991), "Models and abstractions in design", Design Studies, Vol. 12 No. 4, pp. 237-245, doi: https://doi.org/10.1016/0142-694X(91)90039-Y.
Palmiero, M. (2020), "Chapter 4 - the relationships between abstraction and creativity", in Preiss, D. D., Cosmelli, D. & Kaufman, J. C. (Eds.), Creativity and the wandering mind, Academic Press, pp. 73-90.
Palmiero, M., Nori, R., Aloisi, V., Ferrara, M. and Piccardi, L. (2015), "Domain-specificity of creativity: A study on the relationship between visual creativity and visual mental imagery", Frontiers in psychology, Vol. 6, p. 1870, doi: 10.3389/fpsyg.2015.01870.
Palmiero, M., Nori, R. and Piccardi, L. (2016), "Visualizer cognitive style enhances visual creativity", Neuroscience letters, Vol. 615, pp. 98-101, doi: 10.1016/j.neulet.2016.01.032.
Root-Bernstein, R. (1991), "Teaching abstracting in an integrated art and science curriculum", Roeper Review, Vol. 13, pp. 85-90, doi: 10.1080/02783199109553318.
Welling, H. (2007), "Four mental operations in creative cognition: The importance of abstraction", Creativity Research Journal, Vol. 19 No. 2-3, pp. 163-177, doi: 10.1080/10400410701397214.
Further reading
De Bono, E. (1970), Lateral thinking: Creativity step by step, Harper & Row, New York.
About the Author
Carlos M. Rodriguez Ph.D.
Carlos M Rodriguez is an Associate Professor of Marketing and Quantitative Methods and Director of the Center for the Study of Innovation Management, CSIM in the College of Business, Delaware State University, USA. His publications have appeared in the Journal of Business Research, Journal of Business to Business Marketing, Journal of International Marketing, International Marketing Review, Management Decision, International Journal of Business and Social Sciences, Journal of Business and Leadership, and Journal of Higher Education Research & Development among others and several conference proceedings. Currently, he serves in the editorial board of several journals. His research interests are in the areas of entrepreneurship and strategic capabilities, luxury branding and experiences, product design and new product development teams, and relationship marketing. He recently published the book entitled Product Design and Innovation: Analytics for Decision Making centered in the design techniques and methodologies vital to the product design process. He is engaged in several international educational, research, and academic projects, as well, as, international professional activities.