Fluency in making alternative ideas is the heart of design process
How designers generate ideas is often vaguely stated although designers themselves know something about designing, therefore the understanding of the design knowledge is challenging. Even with these several attempts to examine design knowledge (Parsons and Campbell, 2004; Petre, el at., 2006), what fashion designers think in developing creative ideas remains largely inaccessible. Moreover, little research was studied on design expertise. In this paper, we have examined the differences between novices to professional fashion designers during the hand-sketch design idea development process based on empirical experiments.