Functional fixedness : "Mental block against using an object in a new way that is required to solve a problem" Duncker, 1945
Little change in the experiment produces drastic change in the results.
In the design a lot of people experience fixedness.
"How can we structure design process in such way that designers are less likely to be fixated on a particular solution?"
For example a task to create a design for an ad. Designers had 2 possibilities:
1. Create 6 designs in serial in a way that you´ll get feedback after every design (linear design process).
2. Create 3 designs, get feedback, make new 2 designs , get feedback and end up with the sixth design (parallel design process).
Parallel design process brings a better solution. In my opinion its because of the fact that if you present 3 different designs then the person(s) who give you feedback have information for comparison (read earlier post where this idea is presented).
If you design in parallel way then you will respond to more positively to critique, because not THE design is criticised but ONE of many. Your ego is invested in your design and with only one design your ego is hurt.
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