Different phases of a design process require different levels and types of creativity. So researchers have created labels for the different roles required through the process. Roger von Oech, for example, says that in a typical creative process needs these roles:

1. Explorer – identifying and understanding the problem; teasing out the real issues
2. Artist – spinning out ideas to solve the problem
3. Judge – evaluating solutions
4. Warrior – fighting for the implementation of solutions

The diagram below illustrates some the creative activities that take place during a typical learning design and development process.

The diagram makes the point that creative thinking is required throughout the process – a point that many clients (and not a few project managers) fail to realise.

It’s worth using a diagram or explanation like this one to talk through where in the learning design process particular creative activities occur. It can help clear up a number of common misunderstandings, such as:

• underestimating the importance of creative thought at the analysis (“Understanding”) and strategy (“Design concept”) stages;
• assuming that a creative approach to visual components – interface and graphics – can make up for having been uncreative about how to find out what learners need, or having produced a mundane learning strategy
• assuming that only specific individuals – usually the graphic designers – have significant creative input into the process

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