A Level Design and Technology

Unit 1
(d) Problem solving strategies
Parts of the specification covered: perspectives and ideas to the design process. By
working together, designers can build upon each
• Investigation, teamwork, research, other’s ideas, challenge assumptions, and develop
modelling, prototyping and trialling. more creative and innovative solutions. This can
• How skills and knowledge from other involve working with other designers, engineers,
subject areas (including mathematics, stakeholders, or even end users.
science, computer science) will
When used together, investigation and teamwork can
support problem solving including the
help designers to generate new ideas and solutions
application of technology.
that are more likely to meet the needs of users
• The process of innovation – and stand out in the marketplace. By conducting
collaborative and commercial thorough research and collaborating with others,
approaches. designers can push the boundaries of what is
• Key concepts in innovation, such as possible and develop more innovative products.
the impact of product champions and
entrepreneurs.
• Innovation techniques, such as Useful links and resources
inversion (turning the problem Modelling and prototyping
around), morphological analysis
(evaluating possible solutions in a Collaborative design
table or matrix), analogy and lateral
thinking. Teamwork

• Analysis and exploration of the needs Inversion explained

of users.
Morphological analysis explained
Investigation and teamwork
Analogy explained
Investigation and teamwork are two effective
techniques to encourage creativity in product design. How to use lateral thinking

Investigation involves conducting research and De Bono – Lateral thinking

gathering information about the problem that the What is a product champion?
product is intended to solve, as well as the target
audience for the product. This can include user Elements of a product champion
research, market research, competitor analysis and
gathering insights from experts in the field. By Product champion
conducting a thorough investigation, designers can
What is an entrepreneur?
gain a deeper understanding of the problem space
and identify opportunities for innovation. Entrepreneur

Teamwork is another important technique

for encouraging creativity in product design.
Collaborating with others can bring fresh
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Research This can either be a functioning or non-functioning

prototype. Prototypes can be used to gain one-to-
Research can be primary or secondary. You will be one feedback, as part of a focus group, or as part of
familiar with a range of techniques from your major a bodystorming exercise. Useability, ergonomics,
project work. functionality and intuitive use can all be assessed to
allow future development and improvement.
Primary research is research you gather yourself (or
commission), rather than relying on research that Collaboration
already exists. Examples include surveys, interviews,
user observations and bodystorming. The advantage Collaboration is when a team of designers,
of this is that the information is first hand and does engineers or other professionals work together with
not have to be reinterpreted from a third person a common aim. In the context of product design,
review. Also, by carrying out the research yourself, the collaborative team would work to generate and
you can hone in and get more information on what develop design ideas to solve a brief and satisfy the
you need without worrying about superfluous requirements of the specification.
information.
Often, the collaborative team will be made up
Secondary research is research that already exists of people with different skills sets, e.g. electrical
and has been completed by someone else. Examples engineer, mechanical engineer, product designer and
include case studies, statistics and anthropometric software engineer.
data. Secondary research can be carried out in many
different ways including use of the Internet and The collaborative approach allows those with
websites, books, journals or product reviews. The different viewpoints to contribute to a design idea
advantage of this type of research is that it tends providing a rich and diverse array of ideas from
to cost less and require less effort. It is also instant different perspectives. It also allows the design
as the research has already been carried out and solution to take account of the varying and often
summarised by a third party. conflicting demands of a product.

Often, both primary and secondary research is Ideas can be scrutinised by others in the
required when completing a project, and that collaborative team which helps avoid design
research can happen at any stage of a cyclic design fixation.
process.
The collaborative design approach allows different
Modelling, prototyping and trialling members of the team to take responsibility for areas
of the design and champion their viewpoint.
Developing models and prototypes can allow
designers to test and evaluate their design ideas and Product champions
get feedback from potential users.
A product champion is someone who has a passion
Models can be physical interpretations of an idea or for a product. They are employed to ‘champion’
could be computer generated. A 3D model developed the product to all stakeholders including investors,
with a CAD programme, such as SolidWorks or financiers, developers and consumers. They are
Fusion 360, allows the designers to see the idea charged with making sure the product is at the
from a number of different angles, experiment forefront of people’s minds when making investment
with materials and finishes, conduct finite element decisions. From a consumer facing point of view,
analysis (FEA) and adapt components and the job of the product champion is to make sure that
subassemblies. It also allows for teams of designers their brand is top-of-mind when making purchasing
and engineers to collaborate on design work, even if decisions. The role of the product champion can be
they are in different geographical locations. fulfilled by any number of different people within
an organisation such as Brand Managers, Design
Physical prototypes allow clients and potential users Managers or Marketing or Product Managers, to
to interact with the product at its intended scale. name just a few.

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They look for opportunities to promote and develop Inversion

the product to ensure it is the market leader and they
own the vision for the product’s future development. Inversion is a creativity technique that involves
taking a problem or a goal and flipping it on its
Entrepreneurs head by asking questions or making statements that
challenge the usual assumptions or beliefs about it.
An entrepreneur is an individual who starts a new
business venture or takes an existing business to The goal of inversion is to generate new and
the next level by developing new ideas, products or innovative ideas by approaching the problem or
services. Entrepreneurs are typically characterised goal from a different perspective. This technique
by their innovative thinking, risk-taking abilities, can be applied to a wide range of areas, from
and vision for creating value in the marketplace. business and marketing to personal development and
relationships.
In the context of product design, entrepreneurs
play a critical role in encouraging innovation. To use inversion, you start by identifying the
They are often the driving force behind the problem or goal you want to work on. Then, you
development of new products and services that ask yourself questions like “What if we did the
meet emerging market needs or solve existing opposite?” or “How could we achieve the opposite
problems. Entrepreneurs are typically highly attuned of our goal?” By challenging the usual assumptions,
to changes in customer preferences, technological you can often produce surprising and original ideas.
advancements, and market trends, which enables
them to identify new opportunities for product For example, if your goal is to increase sales of a
innovation. product, you might use inversion by asking questions
like “How could we reduce sales of our product?” or
Entrepreneurs encourage innovation in product “What would happen if we marketed our product to
design by fostering a culture of creativity and a completely different audience?” By exploring these
experimentation within their organisations. They alternative perspectives, you may discover new and
invest heavily in research and development activities creative ways to achieve your original goal.
to explore new ideas, technologies, and materials
that can be used to create better products. They also Morphological analysis
encourage collaboration among team members,
suppliers and customers to gather insights, feedback Morphological analysis is a problem-solving
and ideas that can inform the product design process. technique used in product design to break down a
complex problem into smaller, more manageable
In addition, entrepreneurs often rely on design components. It involves breaking down a product or
thinking methodologies to develop new products. system into its individual parts or components, and
This involves a user-centric approach to product then analysing the functions and characteristics of
design, where designers work closely with end each component.
users to understand their needs, pain points and
preferences. By prioritising user needs and feedback, Morphological analysis is used to explore different
entrepreneurs can create products that are not only combinations of components that can be used to
innovative, but also highly relevant and useful to create a new product or to improve an existing
their target customers. one. This technique can help designers to generate
innovative ideas and find solutions to complex
Overall, entrepreneurs play a critical role in design problems.
encouraging innovation in product design by
fostering a culture of creativity, investing in research In product design, morphological analysis can
and development, collaborating with stakeholders be used to create a product with the desired
and prioritising user needs and feedback. functionality, performance, and aesthetic qualities.
It can also be used to evaluate the feasibility of
different design concepts and to identify potential
areas for improvement.

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Overall, morphological analysis is a powerful at how things are similar, we can apply existing
tool for product designers as it allows them to concepts and ideas to new contexts, which can lead
systematically analyse and generate new ideas for to the development of new product designs.
their products.
To use analogy as a creativity technique for product
Here are the general steps to carry out a design, start by identifying products or concepts
morphological analysis: that share similar qualities or characteristics with
the product you want to design. This can be done by
1. Define the problem: Identify the design mind mapping a list of related products, searching
challenge you want to address and formulate a for inspiration online or in books, or by simply
clear and concise problem statement. observing the world around you.
2. Identify the design variables that could be used Once you have identified a relevant analogy, think
to design the product. For example, if you are about how the other product is designed and how it
designing a chair, variables could include the works. Ask questions such as:
shape of the seat, the type of legs, the material,
etc. • What features does this product have that could
be useful in my design?
3. Create a matrix that lists all the design variables • How is this product used differently than mine,
along the top row and all the possible options for and how could I adapt those differences to my
each variable in the left column. design?
4. Generate combinations: Start generating • What materials, shapes or colours are used in
combinations by selecting one option from this product, and how could I incorporate them
each design variable and filling in the matrix. into my design?
Continue until you have filled in every cell of By answering these questions, you can start to
the matrix. generate new ideas for your product design. For
5. Evaluate combinations: Once you have example, if you are designing a new type of water
generated a list of combinations, evaluate each bottle, you could look at how other products like
one based on its feasibility, cost, market demand, thermoses, sports bottles, or reusable coffee cups
and other relevant criteria. are designed, and identify features or materials that
could be useful in your design.
6. Select the best option: Based on your evaluation,
select the best combination of design variables Analogies can also be used to create more abstract
to create your new product. ideas and concepts, which can be useful in
developing product designs that are more innovative
7. Refine the design: Once you have selected a and creative. For example, if you are designing a
combination, refine the design by considering new smartphone app, you could look at how other
how the variables will work together, testing the products like board games, cooking utensils, or
product through prototyping, and making any musical instruments are designed, and identify ways
necessary adjustments. that you could incorporate elements of those designs
into your app.
By following these steps, you can carry out a
morphological analysis to create a new product Overall, analogy is a powerful tool for generating
design that is both innovative and feasible. new ideas and concepts in product design. By
looking at other products and concepts, you can
Analogy identify similarities and apply them to your own
design, leading to innovative and effective product
Analogy is a creativity technique that involves designs.
comparing two different things to identify
similarities and generate new ideas. By looking

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Lateral thinking
Lateral thinking is a technique for generating new
ideas and solutions by approaching a problem or
challenge from unconventional angles. It involves
thinking outside the box and looking at a problem
from different perspectives.

To apply lateral thinking to product design, you can

start by examining the product from a different angle
or point of view. Instead of focusing solely on the
functionality or features of the product, consider its
emotional impact, aesthetics, or user experience. Ask
questions like “What if we designed the product for
a completely different audience?” or “How can we
make the product more visually appealing?”

Another technique of lateral thinking is to break

down the problem into smaller pieces and then
rearrange them in a different way. For example, you
could take the various components of a product and
recombine them in a new and innovative way to
create something entirely different. This approach
can lead to unexpected combinations and unique
product designs.

Lateral thinking can also involve mind mapping and

ideation sessions with a diverse group of people,
including designers, engineers, marketing experts
and end users. By bringing together different
perspectives and ideas, you can generate a wide
range of innovative product design ideas.

Overall, lateral thinking is a powerful technique

for developing new product design ideas because it
allows you to break free from conventional thinking
and explore new and unexpected possibilities.

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Questions from legacy exam papers

DT1

Summer 2010 Q6
a. Define the terms Primary Research and Secondary Research in relation to a specific area you have
investigated. [4]
b. Give examples of information you have gained by using both of these methods.  [4]

Summer 2013 Q7
Problem solving strategies are used by product designers to initiate design ideas.

Describe any two problem solving strategies from the following:

inversion, morphological analysis, lateral thinking, mind mapping. 2 × [4]

Summer 2013 Q9

The key input of the product champion and the entrepreneur are essential to the development of innovative
products.

Discuss the role of a product champion and an entrepreneur in ensuring the development and success of a
product or range of products. [30]

Summer 2014 Q5
Both solid modelling and performance modelling are used in the development of products.
a. Describe two benefits of solid modelling to the designer. 2 × [2]
b. Describe two benefits of performance modelling to the manufacturer. 2 × [2]

Summer 2015 Q5
Product designers use information from both primary research and secondary research to inform their
designing.
a. Describe the kind of information identified through primary research. [4]
b. Describe the kind of information identified through secondary research. [4]

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 A Level Design and Technology

DT3

Summer 2012 Q3
The product champion and the entrepreneur are two key facilitators in the process of innovation.
Considering the process of product innovation, describe the role of:
a. the product champion; [4]
b. the entrepreneur. [4]

Summer 2014 Q3
Explain why innovation is important to the process of designing products. [8]

Summer 2014 Q13

Product designers will often have a ‘toolbox’ containing various strategies for creative thinking, such as
mind mapping.
Compare, in detail, two other creative thinking strategies with which you are familiar. [26]

Share your work with your teacher for feedback.