The IDI group focuses on the early design process. Our interests span three areas: computational tools, cognitive methods, and product development practice. In concert this work advances the state of the art in product innovation.

Our computational work on design conceptualization and product form emphasizes computational representation, generation, and optimizing search of the design space. Much of our work has concentrated on agent-based modeling, stochastic search techniques and cognitive mechanisms, and various grammatical representations to model, generate, and move within the design space. The result is a merging between design theory, artificial intelligence, cognition and operations research, giving a unique approach to addressing the conceptual design problem. We apply our methods and gain deeper insight into our work by solving challenging problems of societal interest such as energy and biomechanical design, and to problems that uncover deep consumer insights to inform the design process.

Our cognitive research focuses on the human mechanisms of design creativity and problem solving. Our work investigates fixation, analogy, and problem solving effectiveness for both individuals and teams under normal and adverse situations. In addition, we model consumer and designer decision making under complex situations. We also investigate neuro-mapping of decision making using fMRI analysis.

Our other area of focus is in user-centered design and integrated product development practice. We work closely with colleagues in industrial design, business and psychology in creating new methods for product design that incorporate ethnographic approaches and cross-functional teams. Our work has evolved from a synergistic relationship with industry, having worked with a variety of companies including Apple, Nissan, Ford, Navistar, Procter & Gamble, Respironics, Alcoa, General Motors, Whirlpool, RedZone Robotics, DesignAdvance Systems, Bayer, Mine Safety Appliances, and Nissan, among others.