Your approach to design seems so systematic; can we still use our creativity and intuition?

Absolutely. The purpose of this design framework is not to limit your choices, but to create a link between possible design options and people / business outcomes. It enables you to make better decisions  with confidence, and it actually makes the process more fun, engaging, and also more creative.

It’s not the objective of the design process to find one, absolute, superior answer to each question. It is about setting the right intentions, asking the right questions, and understanding what the consequences of your decisions are.