Seven Rules for the Idea Generation Process

08 July 2016
Executive Education INCAE

Understand the customer, establish relationships and generate insights are the first steps that are taken when using the methodology of Design Thinking in the creation of projects.

The generation of ideas is the key point to lead the organization to specify the best solutions for the problems faced by the client.

A very useful methodology to process the information that is collected in the field work is to do what is known as clustering, which is based on identifying patterns through a whole process of generating ideas. Those ideas are documented, families are established; Afterwards, it is defined if there are connections between them, they are grouped by categories and identified.

This step represents a challenge for the work team, because creativity is put to the test and it will allow more accurate solutions to be found to satisfy customer needs.

Now, generating ideas is a whole process and requires a series of rules to make it successful and take a firm step in the search to specify the project on which you are working:

»Only one conversation at a time
Team members need to be clear about highlighting one conversation at a time when generating an idea so that each one is given the necessary importance.

»Defer judgment
Do not be too quick to critique ideas before they have been strengthened with contributions from individual team members.

»Stay focused on the issue
You should keep the focus on the topic under discussion.

»Promote quirky ideas
Generate unusual ideas, which are the ones that will break with the established to think differently and seek innovative solutions.

»Build on the ideas of others
There must be a commitment throughout the team on the contribution made by each of the ideas that are generated.

»Be visual and graphic
It is a must, especially in prototyping.

»Quantity better than quality
At this stage you should go more for quantity than quality. The quality will begin to build when the ideas have already been selected.

Once the ideas have been generated, we must have at hand the set of design criteria and priority needs that the user experiences and that we want to satisfy in order to be able to select them properly.

Excerpt from the webinar: “Service Design: creating memorable experiences”, given by Guillermo Cardoza, full professor at INCAE Business School.

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