HITD 201 Ideation

Mark Billinghurst HIT Lab NZ

December 11th 2013

Design Thinking Process

5 modes iterated through

The Ideate phase transforms your Discover research into meaningful insights that you

will then use as a structure for brainstorming innovative new ideas.

Process   Sort learnings   Search for themes   Find insights   Generate How Might We questions   Brainstorm   Select ideas

Evolution of Notes

  From learnings to ideas   Individual to group input

Sorting   Tell stories about what was learnt   Process

  Set up a space   Take turns  Use story prompts   Actively listen  Capture information in small pieces  Display notes

Story Prompts   » Personal details: who did you meet?   » Interesting stories: what was the most memorable and

surprising story they told you?   » Motivations: what did this participant care about the most?

What motivates him/her?   » Barriers: what frustrated him/her?   » Interactions: what was interesting about the way he/she

interacted with his/her environment?   » Remaining Questions: what questions would you like to

explore if you had another conversation with this person?

Search for Themes

  Cluster related information   Find headlines

Journey Map   To gain empathy for a person’s process

through an experience  Consider the details of that process to illuminate

areas of potential insights

  Create diagram with multiple observations  Organize data in timeline with significant dates   Look for patterns

Journey Map

2 x 2 Matrix   Use during problem synthesis process

 Organize relationships between things or people

  Process   Pick two spectra - axes  Draw 2 x 2 matrix   Plot items on matrix   Look for gaps/opportunties

Example: Breakfast Cereals

2 x 2 Matrix

Themes into Insight Statements   Insights – concise expression of what is learned

from research and inspiration activities   Process

  Turn headlines into statements   Reconnect learnings to challenge   Refine insight  Get an outsiders perspective

Create How Might We ?   How might we questions

  Starting point for brainstorming

  Generate questions from insights   Start with How might we/I ?  Multiple questions for each insight

  Select 3 brainstorming questions

Problem Definition Creates Insight

User + Need = Insight

How Might We … ?   Short questions that launch brainstorming

Examples   How might we provide transportation options

for distributors supplying fruit in low-income neighborhoods?

  How might we sell more fruit in low-income neighborhoods?

  How might we incentivize distributors to make fruit deliveries in low-income neighborhoods?

Examples   How might we provide transportation options

for distributors supplying fruit in low-income neighborhoods? TOO NARROW

  How might we sell more fruit in low-income neighborhoods? TOO BROAD

  How might we incentivize distributors to make fruit deliveries in low-income neighborhoods? JUST RIGHT

Brainstorming

  Best with interdisciplinary team

Facilitating a Brainstorm   Energy

  Keep ideas flowing, seed questions

  Constraints   Add constraints that might spark new ideas   Process constraints – eg lack of time

  Space  Create space for brainstorming

Idea Constraints   What are the most obvious solutions for this problem?   What can you add, remove or modify from those initial

solutions?   How would a 5-year-old child solve the problem?   How would you solve the problem if you had an

unlimited budget?   How would you solve the problem without spending

any money?   How would you solve this problem if you had control

over the laws of nature?

Body Storming

  Physically acting out ideas   Physically experiencing a situation

  Props, actors, space

Selection   Narrow down brainstorm list

 Hang onto ideas people excited about  Don’t worry about feasibility  Carry forward multiple ideas into Prototyping

  Techniques   Post-it voting   Four categories method

-  Rational, delightful, darling, long shot

  Bingo method - Idea that inspires

Assignment Three How might we create a space that supports both private and shared working?   Brainstorm as many ideas as possible (> 20)   The select down to your three favourite ideas   Submit a list of the brainstormed ideas, and

the final three ideas with reasons why you selected them