Phase 3: Ideate
With a deep understanding of your users (Empathize) and a crystal-clear problem statement (Define), it is finally time to start coming up with solutions. Welcome to the Ideate phase.
Divergent and Convergent Thinking
Ideation is characterized by a "no bad ideas" philosophy. This is the time for divergent thinking—generating as many broad, crazy, and innovative solutions as possible without judging them. It is much easier to dial back a crazy idea than it is to make a boring idea innovative. An idea that sounded crazy 10 years ago could be possible with the advances in technology. Therefore, don't be shy when brainstorming new ideas and thinking out of the box. Even what you could consider unfeasible, could be feasible with some tweaks.
Once you have a massive pool of ideas, you switch to convergent thinking to evaluate, combine, and narrow them down to the most viable concepts.
The Goal of This Phase
The objective is volume and variety. You want to push past the obvious first answers and explore unexpected avenues.
Common techniques used in this phase include:
- Brainstorming: Collaborative sessions to generate mass quantities of ideas.
- Crazy Eights: A rapid sketching exercise forcing designers to sketch 8 distinct ideas in 8 minutes.
- User Flows: Mapping out the logical path a user will take through the proposed solution.
- Sketches: Pen and paper disposable design used to brainstorm ideas and communicate with the team.
Let's dive into the most effective ways to facilitate ideation.