Assessing design creativity

Creativity is crucial for designing products and enabling innovation. Assessing creativity can help identify innovative designers and products, and support improvement of both. The literature variously defines creativity as a function of degree of novelty, usefulness, or both. Most methods for assessing creativity, however, focus only on assessing novelty of products. This research proposes a new method for assessing the creativity of products as a function of their novelty and usefulness. We develop individual methods for assessing novelty and usefulness of products. and then combine these into a method for assessing creativity of products. The proposed methods have been evaluated by benchmarking them, and other methods available from literature, against the collective, intuitive assessment of product creativity of experienced designers. (C) 2011 Elsevier Ltd. All rights reserved.