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SYNTHEATE 
AUGUST 2014
SYNTHEATE / AUGUST 2014 2
SYNTHEATE / AUGUST 2014 3
SYNTHEATE / AUGUST 2014 4 
SYNTHEATE IDEATION: 
TOOLS FOR INFINITE UX CREATIVITY 
LEARNING FROM NEUROSCIENCE TO IMPROVE CREATIVE ABILITIES
SYNTHEATE / AUGUST 2014 5
SYNTHEATE / AUGUST 2014 6
SYNTHEATE / AUGUST 2014 7 
SYSTEM 1 
Loigic and Reasoning 
Task Focused 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 8 
Mental Simulations 
Involuntary 
SYSTEM 1 SYSTEM 2 
Loigic and Reasoning 
Task Focused 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 9 
Mental Simulations 
Involuntary 
SYSTEM 1 SYSTEM 2 
Loigic and Reasoning 
Task Focused 
Fluid Reasoning 
Switching between 1 and 2 
SYSTEM 3 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 10 
01 
ACCUMULATE & SPECULATE
SYNTHEATE / AUGUST 2014 11 
HOW MIGHT WE... 
...CAPTURE AND RECALL 
RELEVANT INFORMATION IN 
A MORE EFFECTIVE WAY?
SYNTHEATE / AUGUST 2014 12 
HOW OUR BRAIN WORKS 
INFORMATION 
RETENTION (%) 
LEARNING 
METHOD 
Reading 
Lecture 
Audiovisual 
10% 
20% 
5%
SYNTHEATE / AUGUST 2014 13 
HOW OUR BRAIN WORKS 
10% Reading 
Lecture 
20% Audiovisual 
30% Demonstration 
50% Discussion 
5% 
INFORMATION 
RETENTION (%) 
LEARNING 
METHOD
SYNTHEATE / AUGUST 2014 14 
HOW OUR BRAIN WORKS 
10% Reading 
Lecture 
20% Audiovisual 
30% Demonstration 
50% Discussion 
75% Practice Doing 
90% Teach Others 
5% 
INFORMATION 
RETENTION (%) 
LEARNING 
METHOD
SYNTHEATE / AUGUST 2014 15 
HOW OUR BRAIN WORKS 
8-10 
Seconds 
Minimum 
Concentration 
Medium 
Concentration 
Maximum 
Concentration 
5-20 
Minutes 
40 
Minutes
SYNTHEATE / AUGUST 2014 16 
TECHNIQUES
SYNTHEATE / AUGUST 2014 17 
02 
FILTER
SYNTHEATE / AUGUST 2014 18 
HOW MIGHT WE... 
...BETTER FRAME OUR 
CHALLENGES TO HELP US TO 
FIND AND CREATE WHAT WE 
ARE LOOKING FOR ?
SYNTHEATE / AUGUST 2014 19 
HOW OUR BRAIN WORKS 
THE GOLDEN CIRCLES 
WHAT 
HOW 
WHY
SYNTHEATE / AUGUST 2014 20 
WHAT HOW 
SYSTEM 1 
WHAT 
HOW 
WHY 
UNIVERSAL DESIGN OF LEARNING
SYNTHEATE / AUGUST 2014 21 
WHY 
WHAT HOW 
SYSTEM 1 
SYSTEM 2 
WHAT 
HOW 
WHY
SYNTHEATE / AUGUST 2014 22 
TECHNIQUES 
FRAMING STATEMENT 
HOW MIGHT WE... 
create ............................ 
for ................................... 
to ..................................... 
by .................................... 
to improve .................... 
a person 
do something 
taking action 
X 
X 
WHAT 
HOW 
WHY
SYNTHEATE / AUGUST 2014 23 
03 
SYNTHESIS
SYNTHEATE / AUGUST 2014 24 
HOW MIGHT WE... 
...FORM MORE ORIGINAL 
ASSOCIATIONS AND 
CONNECTIONS?
SYNTHEATE / AUGUST 2014 25 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 26 
TECHNIQUES 
SUPRISING EXPERIENCE
SYNTHEATE / AUGUST 2014 27 
TECHNIQUES 
CREATIVE PAUSE
SYNTHEATE / AUGUST 2014 28 
CREATIVE PAUSE
SYNTHEATE / AUGUST 2014 29 
04 
CREATIVE INSIGHT
SYNTHEATE / AUGUST 2014 30 
HOW MIGHT WE... 
...PREPARE OURSELVES TO HAVE 
MOMENTS OF CREATIVE INSIGHT?
SYNTHEATE / AUGUST 2014 31 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 32 
TECHNIQUES 
DOPAMINE 
SEROTONIN 
ANXIETY & FEAR CALM CONTENTMENT 
BOREDOM APATHY EXCITEMENT / ENGAGEMENT 
NEURO TRANSMITTERS CREATIVITY 
MENTAL & EMOTIONAL STATE 
IN THE 
ZONE
SYNTHEATE / AUGUST 2014 33 
05 
COMBINE & REFINE
SYNTHEATE / AUGUST 2014 34 
HOW MIGHT WE... 
...BETTER SHAPE TO OUR INITIAL 
IDEAS INTO USER EXPERIENCES ?
SYNTHEATE / AUGUST 2014 35 
HOW OUR BRAIN WORKS
SYNTHEATE / AUGUST 2014 36 
TECHNIQUES
SYNTHEATE / AUGUST 2014 37 
SYSTEM 1. 
SYNTHESIS 
SYSTEM 2. 
IDEATION 
01 02 03 04 05 
Accumulate 
+ Speculate 
Filter Synthesis Creative Insight Combine 
+ Refine 
SYNTHEATE
SYNTHEATE / AUGUST 2014 38 
... CAPTURE AND RECALL MORE EFFECTIVELY 
... FRAME OUR CHALLENGES TO MOTIVATE 
... USE CREATIVE PAUSES TO PROCESS 
... NEUROCHECMICALLY PREPARE FOR IDEATION 
... SHAPE IDEAS VISUALISING FUTURE SCENARIOS 
01 
02 
03 
04 
05 
WE NEED TO...
SYNTHEATE / AUGUST 2014 39 
REFERENCES... 
Daniel kahneman, 2011, thinking fast and slow 
Ned herrmann, 1991, the creative brain 
Simone m. Ritter, 2012, diversifying experiences enhance cognitive flexibility 
Http://psychology.Ucdavis.Edu/labs/pwt/image/experimetrix/ 
file/2012diversifyingexperiencescognitiveflexibility.Pdf 
Charles limb, 2010, your brain on improv 
Http://www.Ted.Com/talks/charles_limb_your_brain_on_improv 
Simon sinek, 2009, how great leaders inspire action 
Http://www.Ted.Com/talks/simon_sinek_how_great_leaders_inspire_action 
John kounios, 2012, the neuroscience behind epiphanies 2012 
Http://talentsearch.Ted.Com/video/john-kounios-the-neuroscience-behind-ep 
Mark Beeman, 2012, The Creative Brain – Where Do Ideas Come From? 
http://vimeo.com/39864868 
Rex Jung, 2011, Creativity and the Brain 
https://www.youtube.com/watch?v=SWIXfNEDy3g 
Andreas Fink, 2010, Enhancing creativity by means of cognitive stimulation: Evidence from an fMRI study 
http://www.sciencedirect.com/science/article/pii/S1053811910008244 
The Meditating Brain, 2011 
https://www.youtube.com/watch?v=TJLdNRebeWE#t=188%00
SYNTHEATE / AUGUST 2014 40 
THANK YOU

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Syntheate ideation: Tools for infinite UX creativity

  • 4. SYNTHEATE / AUGUST 2014 4 SYNTHEATE IDEATION: TOOLS FOR INFINITE UX CREATIVITY LEARNING FROM NEUROSCIENCE TO IMPROVE CREATIVE ABILITIES
  • 7. SYNTHEATE / AUGUST 2014 7 SYSTEM 1 Loigic and Reasoning Task Focused HOW OUR BRAIN WORKS
  • 8. SYNTHEATE / AUGUST 2014 8 Mental Simulations Involuntary SYSTEM 1 SYSTEM 2 Loigic and Reasoning Task Focused HOW OUR BRAIN WORKS
  • 9. SYNTHEATE / AUGUST 2014 9 Mental Simulations Involuntary SYSTEM 1 SYSTEM 2 Loigic and Reasoning Task Focused Fluid Reasoning Switching between 1 and 2 SYSTEM 3 HOW OUR BRAIN WORKS
  • 10. SYNTHEATE / AUGUST 2014 10 01 ACCUMULATE & SPECULATE
  • 11. SYNTHEATE / AUGUST 2014 11 HOW MIGHT WE... ...CAPTURE AND RECALL RELEVANT INFORMATION IN A MORE EFFECTIVE WAY?
  • 12. SYNTHEATE / AUGUST 2014 12 HOW OUR BRAIN WORKS INFORMATION RETENTION (%) LEARNING METHOD Reading Lecture Audiovisual 10% 20% 5%
  • 13. SYNTHEATE / AUGUST 2014 13 HOW OUR BRAIN WORKS 10% Reading Lecture 20% Audiovisual 30% Demonstration 50% Discussion 5% INFORMATION RETENTION (%) LEARNING METHOD
  • 14. SYNTHEATE / AUGUST 2014 14 HOW OUR BRAIN WORKS 10% Reading Lecture 20% Audiovisual 30% Demonstration 50% Discussion 75% Practice Doing 90% Teach Others 5% INFORMATION RETENTION (%) LEARNING METHOD
  • 15. SYNTHEATE / AUGUST 2014 15 HOW OUR BRAIN WORKS 8-10 Seconds Minimum Concentration Medium Concentration Maximum Concentration 5-20 Minutes 40 Minutes
  • 16. SYNTHEATE / AUGUST 2014 16 TECHNIQUES
  • 17. SYNTHEATE / AUGUST 2014 17 02 FILTER
  • 18. SYNTHEATE / AUGUST 2014 18 HOW MIGHT WE... ...BETTER FRAME OUR CHALLENGES TO HELP US TO FIND AND CREATE WHAT WE ARE LOOKING FOR ?
  • 19. SYNTHEATE / AUGUST 2014 19 HOW OUR BRAIN WORKS THE GOLDEN CIRCLES WHAT HOW WHY
  • 20. SYNTHEATE / AUGUST 2014 20 WHAT HOW SYSTEM 1 WHAT HOW WHY UNIVERSAL DESIGN OF LEARNING
  • 21. SYNTHEATE / AUGUST 2014 21 WHY WHAT HOW SYSTEM 1 SYSTEM 2 WHAT HOW WHY
  • 22. SYNTHEATE / AUGUST 2014 22 TECHNIQUES FRAMING STATEMENT HOW MIGHT WE... create ............................ for ................................... to ..................................... by .................................... to improve .................... a person do something taking action X X WHAT HOW WHY
  • 23. SYNTHEATE / AUGUST 2014 23 03 SYNTHESIS
  • 24. SYNTHEATE / AUGUST 2014 24 HOW MIGHT WE... ...FORM MORE ORIGINAL ASSOCIATIONS AND CONNECTIONS?
  • 25. SYNTHEATE / AUGUST 2014 25 HOW OUR BRAIN WORKS
  • 26. SYNTHEATE / AUGUST 2014 26 TECHNIQUES SUPRISING EXPERIENCE
  • 27. SYNTHEATE / AUGUST 2014 27 TECHNIQUES CREATIVE PAUSE
  • 28. SYNTHEATE / AUGUST 2014 28 CREATIVE PAUSE
  • 29. SYNTHEATE / AUGUST 2014 29 04 CREATIVE INSIGHT
  • 30. SYNTHEATE / AUGUST 2014 30 HOW MIGHT WE... ...PREPARE OURSELVES TO HAVE MOMENTS OF CREATIVE INSIGHT?
  • 31. SYNTHEATE / AUGUST 2014 31 HOW OUR BRAIN WORKS
  • 32. SYNTHEATE / AUGUST 2014 32 TECHNIQUES DOPAMINE SEROTONIN ANXIETY & FEAR CALM CONTENTMENT BOREDOM APATHY EXCITEMENT / ENGAGEMENT NEURO TRANSMITTERS CREATIVITY MENTAL & EMOTIONAL STATE IN THE ZONE
  • 33. SYNTHEATE / AUGUST 2014 33 05 COMBINE & REFINE
  • 34. SYNTHEATE / AUGUST 2014 34 HOW MIGHT WE... ...BETTER SHAPE TO OUR INITIAL IDEAS INTO USER EXPERIENCES ?
  • 35. SYNTHEATE / AUGUST 2014 35 HOW OUR BRAIN WORKS
  • 36. SYNTHEATE / AUGUST 2014 36 TECHNIQUES
  • 37. SYNTHEATE / AUGUST 2014 37 SYSTEM 1. SYNTHESIS SYSTEM 2. IDEATION 01 02 03 04 05 Accumulate + Speculate Filter Synthesis Creative Insight Combine + Refine SYNTHEATE
  • 38. SYNTHEATE / AUGUST 2014 38 ... CAPTURE AND RECALL MORE EFFECTIVELY ... FRAME OUR CHALLENGES TO MOTIVATE ... USE CREATIVE PAUSES TO PROCESS ... NEUROCHECMICALLY PREPARE FOR IDEATION ... SHAPE IDEAS VISUALISING FUTURE SCENARIOS 01 02 03 04 05 WE NEED TO...
  • 39. SYNTHEATE / AUGUST 2014 39 REFERENCES... Daniel kahneman, 2011, thinking fast and slow Ned herrmann, 1991, the creative brain Simone m. Ritter, 2012, diversifying experiences enhance cognitive flexibility Http://psychology.Ucdavis.Edu/labs/pwt/image/experimetrix/ file/2012diversifyingexperiencescognitiveflexibility.Pdf Charles limb, 2010, your brain on improv Http://www.Ted.Com/talks/charles_limb_your_brain_on_improv Simon sinek, 2009, how great leaders inspire action Http://www.Ted.Com/talks/simon_sinek_how_great_leaders_inspire_action John kounios, 2012, the neuroscience behind epiphanies 2012 Http://talentsearch.Ted.Com/video/john-kounios-the-neuroscience-behind-ep Mark Beeman, 2012, The Creative Brain – Where Do Ideas Come From? http://vimeo.com/39864868 Rex Jung, 2011, Creativity and the Brain https://www.youtube.com/watch?v=SWIXfNEDy3g Andreas Fink, 2010, Enhancing creativity by means of cognitive stimulation: Evidence from an fMRI study http://www.sciencedirect.com/science/article/pii/S1053811910008244 The Meditating Brain, 2011 https://www.youtube.com/watch?v=TJLdNRebeWE#t=188%00
  • 40. SYNTHEATE / AUGUST 2014 40 THANK YOU