I suspect this could apply to UI design (ok UX...) but I read it with product design / industrial design in mind. I worked on a project with a really good desig

I suspect this could apply to UI design (ok UX...) but I read it with product design / industrial design in mind. I worked on a project with a really good design team (2 or 3 people) and a bunch of engineers. We used a large conference room to go over the product objectives, and then we all paired up with designers to generate concept art. We all did this for like an hour or two. At the end they pinned up about 50 concept drawings at the front of the room and we talked about a lot of the ideas that had been generated. The thing turned out pretty spectacular. The lead designer moved on, last I knew he had gone to Rivian to work on their first truck under the direction of some famous design guy whose name escapes me just now.