In this study, the sciences of the artificial were applied to explain how nascent entrepreneurs turn recognizing opportunities into business ideas. We developed a conceptual model and hypothesized that product design process has a positive effect on business idea generation. The experimental research approach was used to control the environment and screen the participants. Research instruments such as design process sheet and business idea scoring and evaluation were developed and used in the experiment. Entrepreneurial opportunity was given by using wearable technology as an external enabler and the tourism industry in Thailand as a market environment. The experiment was conducted with 120 undergraduate students in an international program to examine the effect of design process on the quantity and content of ideas. The results from the experiment support the hypothesis. Under the given condition of opportunity the design process positively affects the quantity of ideas and the content of ideas.