Authors: Sixiong Peng; Tomoki Takizawa; So Morikawa
Addresses: Graduate School of Frontier Sciences, University of Tokyo, Tokyo, 113-0032, Japan ' Mori Building Company, 106-6155, Japan ' Department of Civil Engineering, The University of Tokyo, Tokyo, 113-0032, Japan
Abstract: Increasing attention to design in business fields has enhanced the need to examine how teams think when they create business ideas through the design process. This paper focuses on the iterations in this process by examining a three-day workshop for creating a business idea. We adopted a protocol analysis complemented by qualitative information from voice records and interviews with some subjects. The results reveal that teams with better ideas planned discussion and concentrated on discussing one category in the iterative period. Based on our results, we suggested one type of successful iteration in business design and explained it with undergrounding theories. The work provides implications for supporting and educating teams creating business ideas.
Keywords: iteration; business idea; collaborative design; idea generation; protocol analysis.
Journal of Design Research, 2021 Vol.19 No.4/5/6, pp.330 - 352
Received: 10 Jan 2021
Accepted: 19 Oct 2021
Published online: 18 Jul 2022 *