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Design and creativity related concepts

and techniques III: ZBT and Osborn's
checklist

Spring, 2023
Anhsin Chnag

3 Zero-based thinking (ZBT)

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Zero-based thinking (ZBT)

◉ Not limited by the existing framework, just like drawing a new

picture on a white paper.

◉ If the existing framework is followed, ideas will tend to be narrowed

by past experience or various norms, making it impossible to find
the most suitable method to achieve goals.

⚫ The meaning of ZBT：

"Get rid of thinking inertia, return to the origin,
anything is possible."

Zero-based thinking (ZBT): Doing back to zero

◉ Not limited by the existing framework, just like drawing a new

picture on a white paper.

◉ Developed by author and motivational speaker Brian Tracy more than a decade
ago, it asks the question, “If I were to start over again today, would I do anything
different?”

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How to fix crowded elevators at work

◉ The person in charge of a ten-story office building

is troubled by the overcrowding of the two
elevators
◉ Every day during commuting hours, the elevator
entrances on each floor are always crowded with
complaining people waiting for the elevator.
◉ As long as people wait for the elevator for more
than 3 minutes, they will complain to the person in
charge, and the rental company threatens to move
away

If you were the person in charge, how would you solve this problem?

⚫ Possible solutions

1. ☐ Change to a bigger elevator. 7. ☐ Provide incentives for rewarding people

2. ☐ Install several new elevators
3. ☐ Install several new elevators
outside the building.
4. ☐ Replace one elevator with an
escalator.
5. ☐ Installing an escalator inside the
building.
6. ☐ Escalators should be installed
between two floors to reduce the
number of elevator stops.
who arrive first and leave last to reduce the
number of employees who arrive first and
leave last.
8. ☐ Coordinate with senior executives of
different companies and ask them to stagger
the commuting time of employees.
9. ☐ the time for each elevator ride to reduce the
number of people going up and down
different floors at the same time.
10.☐ Limit the number of people entering and
leaving the building.
11. ☐ Reward climbing stairs.

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◉ The zero based thinking method emphasizes that when you encounter a
problem, don’t have to rush to find the answer.
◉ First, understand the nature of the problem and find a suitable question
sentence

Example questions

Original question How can I save more money?

• How do I spend less money?

• How do I make more money?
• How do I get the most out of the money I spend?
• How can I get something for free?
ZBT question
• How do I live without money?
• How would I live without the things I bought?
• What are the things I bought at home that I didn't have to buy
at all?

◉ The zero based thinking method emphasizes that when you encounter a
problem, don’t have to rush to find the answer.
◉ First, understand the nature of the problem and find a suitable question
sentence

Example 1

Original question How can I save more money?

• How do I spend less money?

• How do I make more money?
• How do I get the most out of the money I spend?
• How can I get something for free?
ZBT question
• How do I live without money?
• How would I live without the things I bought?
• What are the things I bought at home that I didn't have to buy
at all?

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◉ The zero based thinking method emphasizes that when you encounter a
problem, don’t have to rush to find the answer.
◉ First, understand the nature of the problem and find a suitable question
sentence

Example 2

Original question How to increase product sales?

• Why don't people buy my products?

• Why do people buy my products?
• Why buyers of my product don't buy often?
• Why buyers of my product don't buy more?
ZBT question • Why do people buy competitors'products?
• How do I promote my product?
• How can I change my product to make it more attractive?
• What additional value does my product have?
• What other products can I sell to increase my sales?

Eexercise
⚫ Question: How to improve the chaotic situation of crosswalk
(zebra crossing) ?

Zero-based thinking question Solutions

1. How to make pedestrians walk on the ......
zebra crossing in an orderly manner?

or others
1. ......

2. ......

...... ......

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Designing and thinking

⚫ In terms of design thinking, nouns such as intuition, inference, analogy, metamorphosis,
imitation, mixing, association, etc., can explain similar design processes and thinking content.

The method of intuition presenting includes inspiration and enlightenment, which is the
Intuition
creativity generated by the subconscious mind.
Inference includes deductive and inductive methods, which are more suitable for
Inference
designs with logical relationships or theoretical foundations.
Analogy The search for reasoning about a thing or phenomenon in terms of similarities.
Metamorphosis is to eliminate the original state of the design and recombine it into a
Metamorphosis new state, which can retain the characteristics of the prototype and have a new look.

It is directly taken from the appearance of a certain thing, and is directly expressed on
Imitation
the thing that the creator wants to express and convey.
The process of combining different things into a new one. There are many inventions
Mixing that develop new things from existing things by adding or combining parts or
components.
Commonly used associative methods refer to linking unrelated elements, using the
Association abilities of heterogeneity-assimilation and homogeneity-dissimilation, as well as
expressing by means of personification, direct or symbolic analogy

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Horizontal thinking
◉ Horizontal thinking (also called ”lateral thinking”, "divergent thinking"
or "creative thinking".) mainly looks at problems from the perspective
of "breadth", and can get more novel views. This is also a creative
thinking method emphasized in the design field.

Chinese Zodiac: Chinese Zodiac:

Horizontal Thinking about Horizontal Thinking about
the Shape of the mice the Shape of pigs
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Horizontal thinking

◉ Edward De Bono once described the horizontal thinking method as the

situation where water flows around after the ditch is blocked. The water
flow breaks through the inherent pattern (water channel) and leads to
another effective flow channel.

◉ It is a form of ideation where designers approach problems by using

reasoning that is disruptive or not immediately obvious.
○ Break existing patterns and change paradigms
○ Generate more ideas and fresh thinkings
○ Solve challneigng problems in new and different ways

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https://www.interaction-design.org

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Newton (Ｇ
ravity)
Horizontal thinking mainly Healthy
complexion
Taste
(sweet and
looks at problems from the (enough crunchy)
iron intake,
perspective of "breadth" no anemia)

Snow White Food (Apple

(Poison pie...etc)
Apple)

Apple

Taste
New York (sweet and
(Big Apple) crunchy)

Garden of
Apple Eden
(trademark) (Forbidden
Fruit)
Cézanne
(apples and
oranges)

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Thinking laterally can capture a lot of design directions

Sun

Bald Firefly

Edison Light Eye

Smile Lightning

Hope

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Features of Horizontal thinking

1. It is easy to stimulate
creativity.
2. Select quality from
quantity.
3. Not wild guesses.

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Skills of Horizontal thinking

1. out of the box thinking

2. Look for different viewing angles, and observe at any time
3. Allow different ideas or events to interact
4. Set a theme in your mind, stop and browse in places with a wide
variety of produtcs, and see if you can combine them to develop
any relationship.
5. 5. Relax occasionally, do some irrelevant things, let various
thoughts enter into thinking, and change the original rigid concepts
through their effects.

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Vertical thinking

⚫ Vertical thinking is a kind of oriented thinking, just like deductive reasoning,

when facing problems step by step, it can usually solve problems that do not
require creativity with "depth".

⚫ Also known as "logical thinking", "rational thinking" or "convergent thinking",

it was originally created by the ancient Greek philosopher Aristotle (Aristotle,
384-322 BC).

Shapes with varying thickness Shape with the arcs Shape with straight lines

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Vertical thinking
◉ Followingthe process of logical steps, it develops step by step, without any
"contingency" in the process, and develops thinking in the way of selection
and adoption.
◉ In contrast to horizontal thinking, De Buno compared it to: water flowing along
a waterway.

Apple

Bright red skin

Peeling

Took a bite

• Application of vertical thinking, in-

Sweet and satisfying depth discussion on the same
• Thinking vertically, adopting
logical thinking for the depth of element
creativity Eat up all

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Vertical thinking
⚫ Advantages of vertical thinking ：
1. Advantages of vertical thinking:
2. High feasibility
3. Thought process step by step
4. Efficient way of thinking
5. Systematic and correct
6. Avoid making mistakes in reasoning

⚫ Disdvantages of vertical thinking ：

1. The direction of thinking has to be right from the start.
2. Self-limiting.
3. It is easy to form inertial thinking.
4. Preventing new concepts.

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Vertical thinking

◉ Combining Horizontal and Vertical Thinking

○ Horizontal thinking is a kind of divergent thinking, focusing
on the number of ideas for breadth.
○ The vertical thinking method is a kind of convergent
thinking, using logical thinking for depth.

◉ In theier applications, the horizontal thinking method should

be the first → then the vertical thinking method.

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Osborn's checklist

When you are exploring the development of a new

product, service or solution

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Osborn's checklist

◉ The Osborn checklist method was

developed in 1953 by Alex Faickney
Osborn, the "Father of Brainstorming".

◉ Osborn is the founder of BBDO, a

large American advertising company.
(BBDO, Batten, Barton, Durstine and
Osborn)

Alex Faickney Osborn, 1888 – 1966

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Features and techniques

◉ The Osborn checklist method is the Topic： Hotel Remodeling Project

most commonly used and popular of the 1 2 3

checklists A A Q
A A A
Q A
◉ The steps are to determine the theme of A
the idea, and then use the main 9 4 5 Minify 6
directional prompts to make shrink into a
capsule hotel
associations, write short words or
questions in each item, and make a 7 8 9
checklist to conceive more improvement
or innovation solutions

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• The original was slightly improved and turned to other uses.

1 Put to other uses
(Additional functions)
• Analogy, getting inspiration from other things or cases to
2 Adapt
apply to the original
• Change the material, color, sound and otherattributes and
3 Modify
properties of the original object
• Increase volume, weight, frequency, etc. (Including
4 Magnify
exaggerated increase
5 Minify • Reduse volume, weight, frequency, etc.
• Replace the original with other things. the advantages of the
6 Substitute original are still maintained, or even better after the
substitution.
• Replacement of the position, order, procedure, causality, etc.
7 Rearrange
of the original, and the replaced units are related

8 Reverse • Analyze with opposite action or direction

• Combine with others. Can it be combined (merged and
9 Combine
synthesized)

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◉ The Simpsons Tribute to Hayao Miyazaki

https://www.youtube.com/watch?v=o-EgdALMhXA

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Extention- SCAMPER Technique

In 1971, American psychologist Eberle referred to the Osborne checklist method
and proposed the SCAMPER checklist, which is mostly used to improve things.

S = Substitute
C = Combine
A = Adapt
M = Modify
P = Put to other uses
E = Eliminate, i.e., Which features can be removed? Which materials can be reduced?
R = Rearrange

Feasibility
Discovering Problem definition Possible solutions
assessment

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Examples

◉ Osborn's checklist

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Coca-Cola

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• The classic Coca-Cola can actually be

Substitute
transformed into different sizes to meet
⎯ What can we the needs of various users (substitution
substitute with?
of user target)
⎯ Substitute
component?
• For example, the mini bottle is 300ml,
material?
suitable for females and children; the
⎯ Other process?
family size is 1L and 2L, suitable for
⎯ Other configuration? parties and family sharing.
array?
⎯ Other source of
energy?

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Combine • The Japanese Coca-Cola Company first created the

concept of the urban curve bottle.

• What can you • For example, 15 cities such as Hokkaido, Tokyo, Kyoto,
combine? ideas? and Kumamoto have been released.
units? benefits? • In addition to integrating the concept of the city into
features? Coca-Cola, Coca-Cola Japan also integrates the
purpose?appeals concept of seasons, which creates a cherry blossom
• Can you curve bottle limited to the cherry blossom season.
mix?assemble
• Make modular? a
blend, alloy, an
ensemble?

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Adapt • With the increasing health awareness of

consumers and the trend of adding dietary
• Apply something form
fiber, Coca-Cola has added dietary fiber.
other ideas/ Is there • “Coca-Cola Fiber+” ：Each bottle
anything else like this? contain 7.5 grams of dietary fiber (about
• Can analogies generate 30% of the daily intake).
new ideas?
• Any similar problems in
the past? Any similar ideas
been used elsewhere?
• Whom could I emulate?
• What technique can I
adopt?

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Modify • Based on the classic version of Coca-Cola,

Coca-Cola Japan has tried a variety of
• What if you change strange flavors, such as: Vanilla Coke,
something. Cherry Vanilla, Orange Coke, Lemon Coke,
• Color? Form? Lime Coke, Ginger Coke, Green Tea
Texture? Odor? Coke…etc.
Sound? Movement?
• Other possibility of
changes

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Put to other uses • Coca-Cola and The Face Shop's co-

branded make-up, lipstick and lip gloss
have a cola scent.
• Are there other
ways to use it?
• New way to use?
Other use when
modified?

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Minify • Coca-Cola is often criticized for its sugar

content. Coca-Cola later developed a
• Make it smaller? reduced/sugar free versions.
shorter? lower?
lighter? thinner?.... • Light & Zero
• Leave out something?
• Concentrate?
compress?
• Divide?
• Miniaturize/
microminiturize?
• Streamlined?

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• Coca-Cola Japan once launched a promotional

Reverse campaign for senior high schools: "9 uses of Coca-
Cola that cannot be imagined"
• Use opposites
• Tur it up-side • - Including: cleaning pots and windows and toilets,
down?in-side out? pest control, hair care, etc.
backward? inverted • The focus is not on the cola drink (the final
product), the use of cola is reversed to the original
• Reverse roles?
chemical formula of Coca-Cola, increasing its use
• Change positive and
negative

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Colgate

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Magnify • In order to increase product sales and

increase the convenience of consumers
• Make it bigger? when squeezing toothpaste, Colgate
stringer? larger? expanded the diameter of the toothpaste
havier? thicker nozzle.
• Adding
something?value?
time? distance?
frequency?
• Multiply?exaggerate?
Intensify?
• Size? Function? ?

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Combine
◉ Colgate developed toothpaste for the
whole family:
○ Helps remove stains and whiten teeth
• What can you combine? (adults)
ideas? units? benefits? ○ Freshens breath (adults)
features? ○ Helps prevent tooth cavity (children)
purpose?appeals
• Can you mix?assemble
• Make modular? A blend,
alloy, an ensemble?

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Modify • Colgate Children's Toothpaste: Encourage

children to develop a good habit of brushing
• What if you change their teeth from an early age.
something.
• Color? Form? Texture? ⎼ Used cute and fun cartoon products
Odor? Sound? ⎼ Used fruit-flavored toothpaste that children
Movement? can accept
• Other possibility of
changes
⎯

Colgate Toothpaste for Kids Minions Bubble Fruit

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Put to other uses • In 2010, Colgate® Sensitive Pro-Relief ™ is the

first and only clinically proven toothpaste
containing Pro-Argin™ technology, which can
• Are there other effectively relieve sensitive pain quickly and
ways to use it? lastingly.
• New way to use?
Other use when
modified?

https://www.colgate.com .tw/products/toothpaste

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Adapt ◉ Colgate men's bursting beads toothpaste

◉ Bursting beads, addding cool elements to cigarettes
to satisfy smokers' pursuit of extreme coolness
• Apply something form
other ideas/ Is there ◉ Toothpaste is added to the idea of popping cigarettes
anything else like this? ◉ The outer packaging adopts a bottle design, echoing
• Can analogies the beauty trend of personal care products
generate new ideas?
• Any similar problems
in the past? Any similar
ideas been used
elsewhere?
• Whom could I emulate?
• What technique can I
adopt? https://www.youtube.com/shorts/cox5IVNRMz4
https://www.youtube.com/shorts/M1gbe7ab4P8
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IKEA

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Furniture industry

◉ Furniture is a mature product

◉ Industry Features:
○ Steadily expand the breadth and depth of the product line, a large
number of diverse inventory
○ Highly competitive to launch highly unique, high-quality, high-
durability products
○ Beautiful display space
○ Provide consulting and visualization services
○ Home delivery of new furniture to help dispose of old furniture

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Reverse
◉ IKEA
• Use opposites ○ No in-store advisors (provide customers with disposable
• Tur it up-side measuring tapes for DIY measurements)
down?in-side out? ○ Limited variety (IKEA only has a few basic styles)
backward?
○ No free shipping (buyers must move the products themselves
inverted
if the required purchase amount has not been reached)
• Reverse roles?
• Change positive ○ Flat packed, most furniture requires DIY assembly (the item is
not fully assembled)
and negative
○ Don't expect durability of product (actually IKEA aims to
convince buyers that furniture should be replaced frequently)

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Reverse ◉ Airline Industry: Maturity services

◉ Budget flights:

• Use opposites
• Tur it up-side ○ No flight attendant
down?in-side out?
○ One-way pricing
backward?
○ Checked baggage fees
○ No seats above business class
inverted
• Reverse roles?
• Change positive
and negative

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◉ Heinz’s : EZ Squirt Ketchup

Adapt ○ Heinz's emphasizes "creative" applications of EZ
Squirt products and encourages kids to write their
• Apply something names on hot dogs and draw dinosaurs on burgers
form other ideas/ Is (similar to crayons)
there anything else
like this? ○ Children immediately realize that EZ Squirt is not
• Can analogies just a food; it is an edible art design product
generate new ideas?
• Any similar problems
in the past? Any
similar ideas been
used elsewhere?
• Whom could I
emulate?
• What technique can I
adopt?

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Combine

• What can you

combine? ideas?
units? benefits? Police batons
features?
purpose?appeals
• Can you Police breathalyzer
mix?assemble
• Make modular? A
blend, alloy, an
ensemble?

https://www.youtube.com/watch?v=8XwTLBc3HJw

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In-class Exercise:

Applying Osborn's checklist to

design a children's playground

https://drive.google.com/drive/folders/10uwiNO6eRGs5jSKGJL-c0NuYPf-
Qc60l?usp=share_link

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◉ Task：Imagine that your team undertook the task of "a children's playground which
is designed entirely from old car parts". How can you achieve this task in a creative
and user-oriented way?
◉Tool: Please use the Osborne checklist items (at least 4 items) to design at least 4
items of play equipment within 30 minutes. (Not limited to “four”, More is Better)
◉ Hints：
○ Car can be used completely without dismantling the car body. Individual parts can
also be disassembled from the car body for design.
○ First determine the parts of the creative ideas you want, and then make
associations and explore the answers to the items on the Osborne checklist. If this
does not work, change to another way of thinking.
○ Imagine playgrounds from a child's height or favorite things
■ Thinking about your favorite playground as a kid? How to realize your
creative ideas with old cars or old car parts?
■ Example: From a child's point of view, driving a full car and pretending to be
"grown up" is cool and fun.
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• Please draw your design and note which Osborne checklist items were
used
• You can increase the number of pages and facilities (not limited to using
four items)
• Please indicate group name

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