‘What Ideality Tool’ (WIT) for Product Design Briefs

This paper discusses the relationship between the ‘WHAT’ and ‘HOW’ concepts in the design process through the innovative ‘What Ideality Tool’ (‘WIT’). The abstract tool draws on nature ideality principles, crossing from the traditional static flowchart model to a dynamic automation tool, promoting design procedures by focusing on the ‘WHAT’ as a creative engine, instead of skipping ahead to the ‘HOW’. Many product designers rush into a design solution without thorough analysis of a product’s intended purpose. Applying ‘WIT’ in the ideation stage to create the designer brief serves as a preemptive tool for handling cognitive obstacles; this results in the paradox wherein the more experienced a designer is, the less flexible the design approach becomes. Hence, their range of ideas essentially becomes their ‘fixed design style’. The ‘WIT’ approach enriches designers’ mindset abilities, expanding the creativity flow by exposing distant connections, and promoting sustainable attributes necessary in today’s market.