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BrainstormingTechnology FirstSXSW 2013 #techfirst Will Turnage VP, Technology & Invention @wubbahed

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Brainstorming TechFirstIntroductionTraditional BrainstormingWhat We’ve TriedWhat We’ve LearnedWhat You Can DoQ&A Proprietary & Confidential. © 2013 R/GA All rights reserved. /2

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Proprietary & Confidential. © 2013 R/GA All rights reserved. /4

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Legible + Interesting Proprietary & Confidential. © 2013 R/GA All rights reserved. /8

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It’s hard work. Proprietary & Confidential. © 2013 R/GA All rights reserved. /9

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Traditional Brainstorming Proprietary & Confidential. © 2013 R/GA All rights reserved. / 10

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Ideas Proprietary & Confidential. © 2013 R/GA All rights reserved. / 11

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Ideas Execution Proprietary & Confidential. © 2013 R/GA All rights reserved. / 12

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Ideas Execution Is this possible? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 13

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Possible ≠ Good UX Proprietary & Confidential. © 2013 R/GA All rights reserved. / 14

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Ideas Execution Proprietary & Confidential. © 2013 R/GA All rights reserved. / 15

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Ideas Execution This is what users experience Proprietary & Confidential. © 2013 R/GA All rights reserved. / 16

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Ideas Execution Dilutes the purity of the idea Proprietary & Confidential. © 2013 R/GA All rights reserved. / 17

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Ideas Execution Takes too long Proprietary & Confidential. © 2013 R/GA All rights reserved. / 18

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How can we improve brainstorming? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 19

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Proprietary & Confidential. © 2013 R/GA All rights reserved. / 20

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1. Get very specific.Take a big step back. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 21

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2. Embrace Constraints. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 22

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3. Encourage practice. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 23

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What we’ve tried Proprietary & Confidential. © 2013 R/GA All rights reserved. / 24

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TechFirst Brainstorming / FrameworkPreparations • Choose a specific technology that aligns 1-2 DAYS with your strategy. • Don’t choose a broad OS or platform. Develop Choose a feature or function. TechFirst Brief • Craft a narrow scenario with one open ended aspect for creative exploration. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 25

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TechFirst Brainstorming / FrameworkPreparations Brainstorming session / One hour maximum 1-2 DAYS 5-8 MINUTES 45 MINUTES Develop Answer Share Answers and TechFirst brief Expand on Ideas Brief individually Proprietary & Confidential. © 2013 R/GA All rights reserved. / 26

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TechFirst Brainstorming / Example #1 What if… Proprietary & Confidential. © 2013 R/GA All rights reserved. / 27

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Let’s say the new iPad can tell thedifference between an adult touch,a kid touch and a baby touch.Name ten new things you could dowith this feature. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 28

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TechFirst Brainstorming / Example #2 Fill in the blanks Proprietary & Confidential. © 2013 R/GA All rights reserved. / 30

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My truck’s name is __________.And the first Instagrampicture it took was_____________________________. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 31

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My truck’s name is __________. Doris.And the first Instagrampicture it took was_________________________. front wheels.a rabbit about to go under the Proprietary & Confidential. © 2013 R/GA All rights reserved. / 32

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My truck’s name is __________. Fred.And the first Instagrampicture it took was_________________________.awful. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 33

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My truck’s name is __________. Betsy.And the first Instagrampicture it took was_________________________.a palette of boxed wine from Costco. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 34

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TechFirst Brainstorming / Example #3 Facebook Fun Proprietary & Confidential. © 2013 R/GA All rights reserved. / 35

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TechFirst Brainstorming / Example #4 Magnetic Poetry Proprietary & Confidential. © 2013 R/GA All rights reserved. / 38

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Descriptorsairplane calendar delicious window hello pebblebacon catastrophe dog fish lemon punkbanana catawampus earbuds flight melon sereneblindness cereal empathy garbage molecular strongbludgeon coffee Estonia green money waterbright cushion fanciful hairdo night weatherbusy dandelion fantastical headache ointment weirdTechnologyTweet Bump Star Rating Page Check inLike NFC stickers SMS Pinterest PhotographComment Map Directions Followers Board Publishing WorkflowShare Weather Calendar Tumblr Status UpdatesSwipe Product Prices Excel Foursquare Motion TrackingClick Poll Question Dataset Venue QR codeTap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 39

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Descriptorsairplane calendar delicious window hello pebblebacon catastrophe dog fish lemon punkbanana catawampus earbuds flight melon sereneblindness cereal empathy garbage molecular strongbludgeon coffee Estonia green money waterbright cushion fanciful hairdo night weatherbusy dandelion fantastical headache ointment weirdTechnologyTweet Bump Star Rating Page Check inLike NFC stickers SMS Pinterest PhotographComment Map Directions Followers Board Publishing WorkflowShare Weather Calendar Tumblr Status UpdatesSwipe Product Prices Excel Foursquare Motion TrackingClick Poll Question Dataset Venue QR codeTap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 40

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Descriptorsairplane calendar delicious window hello pebblebacon catastrophe dog fish lemon punkbanana catawampus earbuds flight melon sereneblindness cereal empathy garbage molecular strongbludgeon coffee Estonia green money waterbright cushion fanciful hairdo night weatherbusy dandelion fantastical headache ointment weirdTechnologyTweet Bump Star Rating Page Check inLike NFC stickers SMS Pinterest PhotographComment Map Directions Followers Board Publishing WorkflowShare Weather Calendar Tumblr Status UpdatesSwipe Product Prices Excel Foursquare Motion TrackingClick Poll Question Dataset Venue QR codeTap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 41

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TechFirst Brainstorming / Example #5 ‘Branded’ Magnetic Poetry Proprietary & Confidential. © 2013 R/GA All rights reserved. / 42

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Tonesuperchill fantastical cheap utilitarian expensive pebbleoutrageous sophisticated quick fashionable silly punkhumorous hip macho cute sereneOccasionTuesday night Room-mate Dinnertime Tailgating Snack whileMy birthday Child-friendly Locally-focused Date-night walking my dogLunch Picnic Ethnic cuisine Grocery store Grilling at theCommute In my car Meat-Free Monday At the mall beachFunctionalityTweets Pinterest Board Food truck Store receiptSwipe Bump Photo Video series ContestPoll Question Status update Celeb partnership QR codeStar Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 43

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Tonesuperchill fantastical cheap utilitarian expensive pebbleoutrageous sophisticated quick fashionable silly punkhumorous hip macho cute sereneOccasionTuesday night Room-mate Dinnertime Tailgating Snack whileMy birthday Child-friendly Locally-focused Date-night walking my dogLunch Picnic Ethnic cuisine Grocery store Grilling at theCommute In my car Meat-Free Monday At the mall beachFunctionalityTweets Pinterest Board Food truck Store receiptSwipe Bump Photo Video series ContestPoll Question Status update Celeb partnership QR codeStar Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 44

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Tonesuperchill fantastical cheap utilitarian expensive pebbleoutrageous sophisticated quick fashionable silly punkhumorous hip macho cute sereneOccasionTuesday night Room-mate Dinnertime Tailgating Snack whileMy birthday Child-friendly Locally-focused Date-night walking my dogLunch Picnic Ethnic cuisine Grocery store Grilling at theCommute In my car Meat-Free Monday At the mall beachFunctionalityTweets Pinterest Board Food truck Store receiptSwipe Bump Photo Video series ContestPoll Question Status update Celeb partnership QR codeStar Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 45

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TechFirst Brainstorming / Example #6 Social Media API Roulette Proprietary & Confidential. © 2013 R/GA All rights reserved. / 46

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BBQ Food Truck MexicanLo-Fi Rise Amaro Proprietary & Confidential. © 2013 R/GA All rights reserved. / 48

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What we’ve learned Proprietary & Confidential. © 2013 R/GA All rights reserved. / 49

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Ideas were interesting and feasible. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 50

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Saved time. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 51

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Made creative process more accessible. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 52

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Not for everyone. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 53

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It’s an awesome tool in our toolbelt. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 54

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TipsProprietary & Confidential. © 2013 R/GA All rights reserved. / 55

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Developing TechFirst briefs takes time Proprietary & Confidential. © 2013 R/GA All rights reserved. / 56

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Technology+ Business Need + Use Case Proprietary & Confidential. © 2013 R/GA All rights reserved. / 57

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Adjectives+ Technology Proprietary & Confidential. © 2013 R/GA All rights reserved. / 58

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Can this be done?Can this be done well? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 59

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Everyone is creative. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 60

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Thank you!Questions?Proprietary & Confidential. © 2013 R/GA All rights reserved. / 61