Information systems (IS) have been recognized as major tools to be utilized in supporting decision-makers in enterprises worldwide. However, despite of all the recent advancements in developing rational tools of information and communication technologies (ICT) for decision-making, e.g. decision support system (DSS) and business intelligence (BI), intuition still plays major role in solving problems. Thus, the purpose of this study is to expand knowledge and understanding on the concept of intuition and its systematic use, combined with visualization tools in today’s globally competitive, uncertain and dynamic business environment. The focus is therefore to investigate decision-making problems related to engineering design, where decision makers face uncertainties in complex circumstances and the additional constraint of time.

Furthermore, as the topic of intuition may be investigated from different perspectives, there has been a demand for multidisciplinary research on the topic. In response to this demand, a qualitative research method is selected to collect data and literature review on the latest research in psychology and creativity proves that intuition cannot always be trusted to lead to the optimal decision. A case study in engineering design is then given to validate the assumption which is, using human intuition and creativity in a balance with visualization tools is effective and beneficial in enterprise decision making.

The results show that the permanent solution to creative decision-making would ideally be an integration of intuition and rational tools, to be studied in the framework of visualization tools. Furthermore, the visualization tool for decision-making was accordingly presented as a powerful Information Technology (IT) tool in dealing with decision-making problems.