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Learning To Love Ideas: Brainstorming 101

by larissameek on Jul 23, 2010

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A session on brainstorming for the Front End Design Conference 2010.

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A session on brainstorming for the Front End Design Conference 2010.

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Learning To Love Ideas: Brainstorming 101 — Presentation Transcript

LEARNING TO LOVE IDEASbrainstorming 101
Front End Design Conference 2010
Larissa Meek / ACD, AgencyNet

Intelligence is something we are born with. Thinking is a skill that must be learned.
“
”
- Edward de Bono.

Why Brainstorm?The digital industry tends to underplay the emotions, symbology and story behind things.We are way focused on innovation, design and usability because it’s an interactive medium.

Brainstorming is not the same as Design Storming.

Example:Male Grooming Products,From Traditional to Digital.

1888

Shaving Your “Cat” is a good idea. It’s just like Cream.

1914

Women can shave like a man.

1945

Buying L’AIGLON will keep your husbands happy.

1969

Joan Daly Likes the Smell of Old Spice. Is there a better reason to wear Old Spice?

2006

Phillips “Body Groom Site” – it’s good to shave your kiwi

6 months ago

AXE says “Clean Your Balls”.

This Minute

Old Spice – “Your man might not look like this man, but he can smell like him. “

Old Spice – Telling a story via social platforms – YOU TUBE

THE FUTURE:Social Platforms = Storytelling

Where do you Begin?

The worst thing a designer can hear is:“Just do whatever you want.”

More General = Less Focus
More Focused = Clearer Target

Understanding the businessproblems will lead you to the right questions.

Is it better to brainstorm alone or in groups?

Photo Credit: Outcast by Momo=] on Flickr (All Rights Reserved) - http://www.flickr.com/photos/momodoodlez/4434403976/
Photo Credit: Apples 01 by tanzia45 on Flickr (CC license share & remix) - http://www.flickr.com/photos/26816214@N07/4599778421/

Let’s look at the pros & cons

Which method is best? Start alone and then share your ideas with a group.

Tips for Brainstorming

Solo
1. Exhaust all options
2. Sketch or Draw
3. Avoid disruptions
4. Keep a journal
5. Do what works for you
It’s easier to sketch a comp or wireframe instead of just writing it. Don’t hold back.
Photo Credit : Sketch Journal, May 27, 2007 | New York City by ldandersenon Flickr (CC license to share & remix) - http://www.flickr.com/photos/ldandersen/520023909/

In Groups
1. Set a time limit
2. Keep groups small
3. Stay on track
4. Give everyone a chance
5. Don’t criticize
It’s important to keep a positive attitude and not kill any ideas yet. You don’t know where they will lead.
Photo Credit: eBeam Interactive Whiteboard by eBeam on Flickr (CC license to share or remix) http://www.flickr.com/photos/ebeam/2588228465/

Is there a good process?
Let’s Talk Process.

3 Simple Steps

1.
2.
3.
Explore all ideas without criticism

1.
2.
3.
Refine, Clarify & Condense

1.
2.
3.
Critique and choose the best ones.

What are some good methods?

4 Square: Group Activity
Start with a piece of paper and divide it into 4 squares.

Create 4 Squares

Present your Challenge:
Ideate a viral campaign or website concept for the SuperSoft Toilet Paper Brand.
Based on…

… An EMPTY ROLL
Photo Credit: Oh Shit!!!!! by aimelieon Flickr (all rights reserved) - http://www.flickr.com/photos/aimelier/2297055020/
Photo Credit: Mission 24 – Empty by Jessica Hime on Flickr (CC license share) - http://www.flickr.com/photos/jessia-hime/3031248108/

Ready, Set, Ideate!
Slightly refine and simplify the idea from box A.
(pass to the right)
Write a completely outlandish, off-the wall idea.
(pass to the right)
Slightly refine and simplify the idea from box C.
Slightly refine and simplify the idea from box B.
(pass to the right)

Clustering
Start with a central word and then write related words around it. One word may lead to another.
Next draw lines connecting the words revealing patterns.

Mind Mapping
A mind map is a diagram used to represent ideas linked to and arranged around a central concept or objective.

Scamper
Scamper is an acronym for a set of questions that forces you to come up with new ideas. These may be questions that would not have normally been asked.

Scamper
S substituteC combineA adaptM modifyP put to other usesE eliminateR rearrange or reverse

Morphological synthesis
(grid of extremes)
It forces you to explore the outside boundaries of things. Flip back and forth between the extremes until something interesting comes out of it.

Morphological synthesis
1. Define the brainstorm problem2. Choose 2 parameters3. Create a grid 4. Fill out the sub-parameters4. Identify the possible combinations5. Eliminate the impossible or undesirable6. Choose your favorite options.

Problem: How can we make a digital execution for a toilet paper company based on an empty toilet paper roll?The 2 Parameters I chose are: Execution + Creative Elements

Creative Elements
Execution

Final Thoughts:

Good design starts with a good idea.

Great ideas take experience, practice + hard work.

Say Hello.
Larissa Meek
@larissameek
larissameek.com
AgencyNet
@agencynet
agencynet.com

Learning To Love Ideas: Brainstorming 101

by larissameek on Jul 23, 2010

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Learning To Love Ideas: Brainstorming 101 — Presentation Transcript