Creativity is often implicitly understood but seldom detailed in design paradigms and practices. It is supposed to happen, but how it unfolds in these contexts is underexplored and disconnected from existing disciplinary research. This research paper uses generative design research methods to explore the relationship between creativity and design in real-world design contexts and from the viewpoint and experiences of practitioners. It aims to move beyond simply accepting creativity's hidden role in design practice by surfacing how it emerges and works to understand it better and inform designers of how it might actively be cultivated and practiced alongside design tasks.

With more cross-over between fields, the notoriety of design thinking, and an expanding set of methods, tools, and techniques, some of which claim to be inherently creative, paying attention to the nuances of creativity is valuable in an evolving design landscape focused on new and improved ways of thinking, doing, and innovating. The findings highlight creativity's dynamic and sometimes contentious nature in current practices, offering practical insights and implications, connections to relevant creativity theory, and contributing to a deeper contextual understanding of creativity in design practice.

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