FRONT END INNOVATION Ideation methods

Transcription

1 FRONT END INNOVATION Ideation methods

2 CONTENT Different thinking modes for in innovation Ideation methods TOOLS AND METHODS Brainstorming Brainstorming based on personas Brainstorming Scamper Lotus blossom

3 FRONT END INNOVATION PROCESS

4 DIFFERENT THINKING MODES FOR INNOVATION Two kind of thinking modes are needed in innovation process: Divergent thinking and Convergent thinking Divergent thinking is about searching new solutions (ideation) and convergent thinking is about choosing and optimizing the best solution

5 DIFFERENT THINKING MODES FOR INNOVATION Multidisciplinary innovation process brings together people with different cognitive styles: creative and adaptive Concept development needs creative divergent and adaptive convergent phases Exploring a problem from different angles is divergent and selecting the problem is convergent Generating ideas and concepts considering alternatives is divergent and selecting the concept is convergent Evaluation means divergent monitoring of the use and convergent action

6 DIFFERENT THINKING MODES FOR INNOVATION DIVERGENT Search for potential with generative ideation and visualisation Integrated sharing Integrated ideation Integrated analysis CONVERGENT Restriction of potential evaluation, user testing Integrated evaluation Goal Solution

7 DIFFERENT THINKING MODES FOR INNOVATION DIVERGENT - producing multiple or alternative answers - the use of subjective judgements and intuition - supported by soft or qualitative methods - making unexpected combinations - linking remote associates - answers may vary from person to person - answers are novel, unusual or surprising - idealising: to bring the system closer to a desired state - objective is to change the system so the problem cannot arise - creative and participative holistic approaches.

8 DIFFERENT THINKING MODES FOR INNOVATION CONVERGENT - deriving the correct answer to a clearly defined question - the rational approach - selects actions that lead to the best possible or optimal outcome - makes use of mathematical and computer models - complete objectivity and rationality - supported by scientific or quantitative methods - emphasises speed, accuracy, logic - accumulating information, recognising the familiar, reapplying set techniques, and preserving the already known - applying logical search, recognition and decision-making strategies - it leads to a single best answer.

9 DIFFERENT THINKING MODES FOR INNOVATION Business planning Planning of the Marketing Production engineering Execution of marketing New concepts User needs Market research Concept design New technologies Product development Product design Company commitment s, Networks Models, prototypes Market testing Product testing Distribution channels Production technologies Logistics Prising Marketing plan Business planning Marketing material

10 IDEATION METHODS Ideation methods help to create imaginative ideas and to spot opportunities that might otherwise be missed Ideation methods help to find different potential solutions for the design problem Idea generation takes into consideration mental imagery processes, associations, association chains, metaphors and metonyms and the processes of using different senses

11 IDEATION METHODS When having ideation session trust and respect between team members are essential Avoid following: I know this much better! What a stupid idea! And what do you know about this? It might not be possible to produce! I just steal the ideas!

12 THE RATE OF EXPLORATION Most new ideas are bad Search a lot of alternatives quickly, without fear of failure To find good new ideas is to have lot of them, by throwing away the bad ones Fail early and often to make a good result in the end Let go of perfectionism and use a process of trial and error An organisation and the teams in it must have a permission to fail The failing in the early stages is cheap and helps learning Creative risk taking occurs only in a safe context The end purpose is still to finally solve problems

13 THE ROLE OF VISUALISATIONS IN IDEATION PROCESS The understanding is built gradually Concretisation is necessary especially when there are people from different fields participating the process Only concretisation really reveals what the discussion was about = suitability of the design process and visual methods

14 BRAINSTORMING - TOOL HOW? Define the problem or challenge Produce first by yourself as many new ideas as possible by writing or drawing them Present your ideas to the other team members After this, generate new ideas based on the entire team s ideas Rules for ideation sessions 1. Defer judgment 2. Encourage wild ideas 3. Build on the ideas of others 4. Stay focused on the topic 5. One conversation at a time 6. Be visual 7. Go for quantity

15 BRAINSTORMING: BASED ON PERSONAS - TOOL HOW? Start with defining the problem Identify a persona to focus on Instructions how to create a user persona Ideate how you would deal with the problem if you were the persona Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

16 BRAINSTORMING: BASED ON PERSONAS - TOOL Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

17 BRAINSTORMING: SCAMPER - TOOL HOW? Select a product or service to apply the method Go trough the list of Scamber questions one by one and at the same time create as many ideas as you can Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

18 BRAINSTORMING: SCAMPER - TOOL Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

19 LOTUS BLOSSOM - TOOL HOW? Define the problem or challenge and write it in the centre of the matrix Write eight related ideas around the centre Each idea becomes the central idea of a new blossom Continue by writing eight related ideas around the every central ideas Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking

20 LOTUS BLOSSOM - TOOL Source: Robert Curedale. Design methods 1: 200 ways to apply design thinking