1. Ideation & Solution Definition

In this phase of the design process, we move into ideation and the definition of a solution, which represents the second half of the double diamond framework. The first diamond, covered in the previous stage, focuses on understanding the problem, gathering research to diverge and explore, and synthesizing the information to converge on a clear point of view. Now, in this stage, we focus on generating solutions by diverging once again during ideation, before finally converging on a defined solution that addresses the identified problem.

Creativity and Confidence

Before diving into ideation techniques, it's essential to understand the role of creativity. Many team members, especially developers, may feel uncomfortable with creative tasks like drawing or sketching ideas. It’s common to hear, "I’m not creative", but in truth, creativity is a skill that everyone can develop through practice. Just like learning to play an instrument, creativity requires regular exercise.

The fear of failure or judgment often holds people back from expressing their creativity, but building creative confidence is key to effective ideation. By fostering a positive environment where team members feel safe to explore new ideas without worrying about getting it perfect, teams can unlock more innovative solutions.

A Creative Warm-Up: Thirty Circles

One simple warm-up exercise is Thirty Circles. Each participant receives a sheet of paper with 30 blank circles and has 3 minutes to turn as many circles as possible into recognizable objects. This exercise encourages creativity by pushing participants to generate diverse ideas quickly, without worrying about perfection. It’s a playful way to help people tap into their creative side before starting the ideation process.

What is Ideation?

Ideation is the process of externalizing thoughts and ideas about a problem and its potential solutions. During this phase, the focus is on quantity over quality—generating as many ideas as possible, without judging or limiting them based on technology, feasibility, or deadlines. The goal is to explore a wide range of possibilities so that the team has a comprehensive understanding of all the potential directions for solving the problem.

Ideation Techniques

Here are some techniques commonly used to facilitate ideation and generate ideas:

1. HMWs (How Might We?)

HMW (How Might We?) questions provide a structured way to frame problems and generate solutions. These questions are designed to be broad enough to allow for multiple creative solutions, yet focused enough to guide thinking in a specific direction.

• Too broad: “How might we improve the Booking.com experience?” (This is too vague, with too many possibilities.)
• Too narrow: “How might we create an app that lists ground and air transport options along with accommodations?” (This is overly specific, leaving little room for ideation.)
• Just right: “How might we make the booking process easier for multi-destination trips?” (This provides direction but allows flexibility in the solutions.)

By generating many HMW questions, the team can start identifying common themes and areas of focus for further ideation.

2. Crazy 8s

Crazy 8s is a rapid ideation technique where participants are given a sheet of paper divided into eight sections. The task is to sketch eight different ideas or variations of an idea in just 8 minutes, with one minute allotted for each sketch. This quick pace helps unlock creativity by forcing participants to focus on getting ideas onto paper rather than perfecting them.

Participants can either sketch entirely different ideas in each section or create eight variations of a single idea. The focus is on generating as many ideas as possible in a short time.

3. Pretotyping

If the Crazy 8s sketches are not entirely clear or need further development, the next step is creating a pretotype—a simple, preliminary version of the idea with a bit more detail than the rough sketches. This exercise allows for further refinement of the ideas generated during Crazy 8s by exploring two or more potential solutions in greater depth.

4. Storyboarding

Storyboarding is another useful technique for clarifying ideas and thinking through the user’s journey with the product. This method, originally developed by Walt Disney in the 1930s, involves creating a comic-style sequence that represents the user’s interaction with the product.

Storyboarding helps visualize how users will engage with the product, step by step. It focuses on the experience of the user and how the product fits into their life, allowing the team to see the product in action holistically. Teams can use sketches or collages to tell the user’s story, depicting key moments of interaction with the product.

User Testing with Storyboards

Storyboards can also serve as a way to test ideas with users before moving to full prototypes. By presenting users with a storyboard and walking them through the journey, teams can gather valuable feedback on whether the proposed solution resonates with users. This approach allows for quick, early-stage validation of ideas before investing in more detailed prototyping.

Defining the Solution

After ideation, the next step is to define the solution by narrowing down the ideas. This phase involves converging on the most promising ideas, refining them, and creating a more structured plan for how to move forward.

User Story Mapping

One technique for defining the solution is user story mapping, which helps teams understand the user’s journey through the product. This process involves mapping out the key steps a user takes, the tasks they complete, and how the product facilitates each part of the journey. User story mapping ensures that the team stays focused on delivering a product that meets user needs throughout the entire experience.

Hypothesis Definition

Another key part of defining the solution is creating hypotheses—statements that predict how the product or feature will solve the identified problem. These hypotheses can be tested and validated through prototyping and user testing, helping the team make informed decisions about which ideas to pursue.

Conclusion

The ideation and solution definition process is a crucial stage in product development. It encourages creativity, fosters collaboration across the team, and generates a wide range of ideas. By using techniques like HMW questions, Crazy 8s, and storyboarding, teams can explore various solutions and define a clear direction for the product. The result is a more innovative, user-centered approach to problem-solving that ensures the final product addresses real user needs in a meaningful way.

Next, we will move into the prototyping phase, where we turn these ideas into tangible designs that can be tested and refined.