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I've seen the argument of creativity vs process before, and I think it comes from a lack of understanding in the design process. Most design systems now use a

I've seen the argument of creativity vs process before, and I think it comes from a lack of understanding in the design process. Most design systems now use a 'double dimond' process. The first stage is researching the problem, and coming up with as many potential solutions as possible - no matter how crazy. That's the stage where creativity is part of the process. The second diamond is refining a concept - this is what most people view as "UX design" - but it's actually the entire process. If you look at design studios such as IDEO or Emapthy Design, you'll see that conceiving new feature ideas is their specialty.

spking 10y ago
Yes. a few years back I had the good fortune of participating as an embedded member of an IDEO design team when a former employer hired them. They spent an entire month exclusively on researching the specific problem area we were tackling, conducting in-home interviews with customers and even casually observing them browsing relevant aisles at retail stores. Actual design work didn't even get started until well over halfway through the engagement, after the extensive research revealed where the big opportunities were for a new product.