Visualising and reverging: Understanding the intersection between creativity and visual thinking

Alix Jansen, Katrina Heijne, Iren Van Oosterom, Milene Gonçalves*

*Corresponding author for this work

Research output: Contribution to journalConference articleScientificpeer-review

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We investigate reverging - the phase between the diverging and converging steps in a creative process - in the context of a visual thinking agency. Creative facilitation literature advocates for such a phase, aimed at revisiting and rearranging ideas generated during diverging, to prepare for converging. However, in practice this step is often neglected or not performed well, resulting into a sense of increased complexity or lack of client ownership. Two studies were used to investigate reverging in context: a preliminary study consisted of interviews and observations to better understand reverging in current visual thinking practices. The follow-up study focused on co-creating a tool to solve the problem identified in the preliminary study. While the preliminary study revealed the need to involve clients in both diverging and reverging phases, the follow-up study resulted in the creation of the Whiteboard Canvas. The tool was tested in practice and several benefits of reverging in visual thinking practices emerged. The tool empowers visual thinking practitioners to involve their clients more actively in reverging, resulting into a more deliberate creative process and an increased sense of client ownership.

Original languageEnglish
Pages (from-to)3831-3840
Number of pages10
JournalProceedings of the Design Society
Publication statusPublished - 2023
Event24th International Conference on Engineering Design, ICED 2023 - Bordeaux, France
Duration: 24 Jul 202328 Jul 2023


  • Creative Facilitation
  • Creativity
  • Design practice
  • Reverging
  • Visualisation

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