Abstract

This paper concerns the nature of creativity in the case of open-ended design process. In contrary to the goal-oriented design, the open-ended design process involves formation of design image and decisions of the direction, performed by the design team members. In order to understand how the design images are formed, we conducted and observed a small-scale case study. The case study resulted in design process and exhibition of two prototypical design works, aiming at exploring users ’ perceptions of natural and artificial. The results of the analysis of this case study outline the particular roles of the team members in the forming of design image, and the characteristics of the open-ended design process and its creative features. The findings provide both understanding of the essence in the open-ended design process, and offer a framework to carry out future research.