The document describes the ideation process, which involves identifying product or service ideas and developing minimum viable products or services. It discusses that ideation is about exploration and learning rather than defining solutions. The 4-step ideation process involves gathering customer insights, finding opportunity areas, brainstorming ideas grounded in customer insights, and prioritizing ideas based on customer and business criteria. The process aims to discover sustainable solutions to customer problems and needs. Short-term benefits include generating new solutions while long-term benefits involve enhancing networking and employee satisfaction.

1. IDEATION PROCESS
PREPARED BY :
SRIJAN KUMAR

2. What is Ideation?
A fancy word that describes the process of identifying product or service
ideas, and turning those ideas into minimum viable products or services.
• Ideation is not about defining solutions – ideation is about thinking and learning.
• Ideation is not about brilliant strategies – ideation is about exploration and
direction setting.
• Ideation is not about creating advertising tag lines or flashy marketing – ideation
is about understanding customer experiences.

3. How do people get ideas?
• Just come to them
• Solution to a problem
• Make up the problem and find a solution
• Customer feedback
• Straight up Innovation

4. 4 Step Ideation Process
• Gather stimuli
• Multiply stimuli
• Create customer concepts
• Optimize practically

5. Gather Stimuli (Gather customer insights)
• Review customer research reports, analyse competitors, social
trends, lifestyle patterns, and shopping habits. Search blogs, social
networks, and customer service records.
• Conduct a number of contextual interviews (in-home, in-office, in-
mall) with your target customers to understand their behaviour in an
everyday environment.

6. Multiply Stimuli (Find opportunity areas)
• Look for customer pain-points, problems, inefficient processes, or
abnormal behaviour.
• Give these areas names since these themes will serve as vehicles for
exploring and developing new ideas.
• Finding opportunities so as to where a particular Idea can be
implemented without facing any constraints.

7. Create Customer Concepts (Brainstorm ideas)
• Create actionable design statements around your opportunity areas
like “How might we improve our product delivery times?” or “What
can improve our online user experience?”
• Start generating lots of ideas, make sure these ideas are grounded by
your customer insights and go for quantity.
• Focus on what concept can be adopted so that when the idea is
implemented it can capitalize the market and customers.

8. Optimize Practically (Prioritize ideas)
• Develop some customer criteria like “Does this idea improve
customers lives? "or “Is the idea different from what customers are
using today?”
• Focus on business criteria like “Does this idea build on the strengths
of our core business model?”
• Help evaluate, rank and select the best ideas. Reconstruction of ideas
is also a part of this process.

9. New Concept Ideation 9
Short-Term Benefits of an Ideation Event:
• Discover/invent new, distinguishable and potentially
sustainable solutions to customer problems.
• Discover/invent unrecognized or new customer needs.
• Spread and confirm ideas generated elsewhere.
• Generate enthusiasm -> buy-in -> ownership of new
ideas.

10. New Concept Ideation 10
Long-Term Benefits of an Ideation Event
• Enhance networking among technologists.
• Establish a pan-organization (vs. location-centric)
technical community (in large companies).
• Improve employee satisfaction:
• Involvement (having an impact on the Big Picture),
• Security (focus beyond current problems).
• Get low-value ideas off the list once-and-for-all!