HOW INTUITION AFFECTS DESIGNERS’ DECISION MAKING: AN INTERVIEW STUDY

This paper focuses on the relations between intuition and decision making within the field of design. The findings are detailed descriptions of when, where and how designers use intuition and how organizations’ environments affect the use of intuition. The results show that no clear boundary is found to entirely separate intuition from rationality. Besides, though intuition is intangible, it is manageable. Furthermore, different types of companies treat intuition differently, which has great impacts on designers.