This paper argues for the broadening of the field of design creativity research in two main ways. Firstly, if we studied not just creative ideas, but also creative action, then this would better reflect some aspects of how creative design occurs ‘in the wild’. Secondly, if we adopted not just cognitive psychological perspectives, but also sociocultural approaches then this would broaden our methodological and theoretical base and permit richer descriptions of design creativity. To illustrate these points, we report on the findings of an ethnographic interview study conducted with award-winning engineers and designers. Based on this material, we propose a way of reframing the process of designing as creative action, looking at the role of intrinsic motivation and personal values.