INVESTIGATING DIVERGENT AND CONVERGENT THINKING IN CREATIVE TEAMS WORKING IN CREATIVE INDUSTRY: A CASE STUDY OF DESIGN-BASED INDUSTRIES

• Main Author: Yudiarti, Diena
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78560
• Institution: Institut Teknologi Bandung

This study aims to examine the behaviour of creative people in the creative processes, where the team formed in homogeneous occupation as a designer. The design-based industries mostly implementing some human-centred approach to their creative processes as customer driven, and one of approach that they used is Design Thinking. This approach is a mind-set of creative people when they think and work to make some product and/or service. A case study is conducted through seeing the interaction among each creative people in the creative processes. How they share knowledge in ideation process, and also to offer that the diversity of ideation that indicates conflict occurs, which can be the richness alternative solution to decision-making. The observation of the behaviour of creative people in their creative processes and also examined the implementation the Divergent and Convergent Thinking as it happened consciously or unconsciously. How the creative people still can be creative under work pressure and the domination of external factor such as the clients’ demands and consumers’ needs. Some findings in this research indicated the processes Divergent and Convergent thinking in two ways and explained in two models, first model explained insight divergent thinker from upper to bottom as the convergent thinker; and the second model explained insight divergent thinker from bottom to upper as the convergent thinker and as also the final decision-maker. These both modules occurred in creative process simultaneously as a circle until the design problem was solved and each stakeholder satisfied with the outcome.