Buxton: Design is choice - design experiences

And there are only two places where creativity comes into the decision that you make about choosing this thing or that. One is, the creativity and innovation you bring to enumerating the meaningfully distinct candidates from which you choose. What's the palette of choices? And so, the enumeration part is part of it. Half of all design thinking is about: how do you not just come up with one answer, but at least five or more? And then the second place for creativity is the creativity and insight you bring, in terms of creating the criteria according to which you make a selection from amongst those. It's not quite that simple, but that's essentially it: It's the generation and then the contraction.