Many designers get their hackles up when asked to explain their creative process to non-designers.
They are often uneasy and protective of what is unique, mysterious, and ineffable about it. It 's as if they're being asked to open up their heads and reveal how they work, what makes them creative. It's easy to construe the question as an implicit critique of the work of design, or as an attempt to devalue it because the answer is so difficult to put into words. After all, it's hard opening up something to others that you can't really explain to yourself. But given that there is great and rather obvious value in having other people understand how you work, two approaches are needed.