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Learning To Love Ideas: Brainstorming 101

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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

  1. 1. LEARNING TO LOVE IDEASbrainstorming 101<br />Front End Design Conference 2010<br />Larissa Meek / ACD, AgencyNet<br />
  2. 2. Intelligence is something we are born with. Thinking is a skill that must be learned.<br />“<br />”<br />- Edward de Bono.<br />
  3. 3. 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.<br />
  4. 4. Brainstorming is not the same as Design Storming.<br />
  5. 5. Example:Male Grooming Products,From Traditional to Digital.<br />
  6. 6. 1888<br />
  7. 7. Shaving Your “Cat” is a good idea. It’s just like Cream. <br />
  8. 8. 1914<br />
  9. 9. Women can shave like a man.<br />
  10. 10. 1945<br />
  11. 11. Buying L’AIGLON will keep your husbands happy.<br />
  12. 12. 1969<br />
  13. 13. Joan Daly Likes the Smell of Old Spice. Is there a better reason to wear Old Spice?<br />
  14. 14. 2006<br />
  15. 15. Phillips “Body Groom Site” – it’s good to shave your kiwi<br />
  16. 16. 6 months ago<br />
  17. 17. AXE says “Clean Your Balls”. <br />
  18. 18. This Minute<br />
  19. 19. Old Spice – “Your man might not look like this man, but he can smell like him. “<br />
  20. 20. Old Spice – “Your man might not look like this man, but he can smell like him. “<br />
  21. 21. Old Spice – “Your man might not look like this man, but he can smell like him. “<br />
  22. 22. Old Spice – Telling a story via social platforms – YOU TUBE <br />
  23. 23. Old Spice – Telling a story via social platforms – YOU TUBE <br />
  24. 24. THE FUTURE:Social Platforms = Storytelling<br />
  25. 25. Where do you Begin?<br />
  26. 26. The worst thing a designer can hear is:“Just do whatever you want.”<br />
  27. 27. More General = Less Focus<br />More Focused = Clearer Target<br />
  28. 28. Understanding the businessproblems will lead you to the right questions.<br />
  29. 29. Is it better to brainstorm alone or in groups?<br />
  30. 30. Photo Credit: Outcast by Momo=] on Flickr (All Rights Reserved) - http://www.flickr.com/photos/momodoodlez/4434403976/ <br />Photo Credit: Apples 01 by tanzia45 on Flickr (CC license share & remix) - http://www.flickr.com/photos/26816214@N07/4599778421/<br />
  31. 31. Let’s look at the pros & cons<br />
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36.
  37. 37. Which method is best? Start alone and then share your ideas with a group.<br />
  38. 38. Tips for Brainstorming<br />
  39. 39. Solo<br />1. Exhaust all options<br />2. Sketch or Draw<br />3. Avoid disruptions<br />4. Keep a journal<br />5. Do what works for you<br />It’s easier to sketch a comp or wireframe instead of just writing it. Don’t hold back.<br />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/<br />
  40. 40. In Groups<br />1. Set a time limit<br />2. Keep groups small<br />3. Stay on track<br />4. Give everyone a chance<br />5. Don’t criticize<br />It’s important to keep a positive attitude and not kill any ideas yet. You don’t know where they will lead.<br />Photo Credit: eBeam Interactive Whiteboard by eBeam on Flickr (CC license to share or remix) http://www.flickr.com/photos/ebeam/2588228465/<br />
  41. 41. Is there a good process?<br />Let’s Talk Process.<br />
  42. 42. 3 Simple Steps<br />
  43. 43. 1.<br />2.<br />3.<br />Explore all ideas without criticism<br />
  44. 44. 1.<br />2.<br />3.<br />Refine, Clarify & Condense<br />
  45. 45. 1.<br />2.<br />3.<br />Critique and choose the best ones.<br />
  46. 46. What are some good methods?<br />
  47. 47.
  48. 48. 4 Square: Group Activity<br />Start with a piece of paper and divide it into 4 squares. <br />
  49. 49. Create 4 Squares<br />
  50. 50. Present your Challenge:<br />Ideate a viral campaign or website concept for the SuperSoft Toilet Paper Brand.<br />Based on…<br />
  51. 51. … An EMPTY ROLL<br />Photo Credit: Oh Shit!!!!! by aimelieon Flickr (all rights reserved) - http://www.flickr.com/photos/aimelier/2297055020/<br />Photo Credit: Mission 24 – Empty by Jessica Hime on Flickr (CC license share) - http://www.flickr.com/photos/jessia-hime/3031248108/ <br />
  52. 52. Ready, Set, Ideate!<br />Slightly refine and simplify the idea from box A.<br />(pass to the right)<br />Write a completely outlandish, off-the wall idea. <br />(pass to the right)<br />Slightly refine and simplify the idea from box C.<br />Slightly refine and simplify the idea from box B.<br />(pass to the right)<br />
  53. 53. Clustering<br />Start with a central word and then write related words around it. One word may lead to another. <br />Next draw lines connecting the words revealing patterns.<br />
  54. 54.
  55. 55. Mind Mapping<br />A mind map is a diagram used to represent ideas linked to and arranged around a central concept or objective. <br />
  56. 56.
  57. 57. Scamper<br />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.<br />
  58. 58. Scamper<br />S substituteC combineA adaptM modifyP put to other usesE eliminateR rearrange or reverse<br />
  59. 59. Morphological synthesis <br />(grid of extremes)<br />It forces you to explore the outside boundaries of things. Flip back and forth between the extremes until something interesting comes out of it. <br />
  60. 60. Morphological synthesis <br />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.<br />
  61. 61. 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<br />
  62. 62. Creative Elements<br />Execution<br />
  63. 63. Final Thoughts:<br />
  64. 64. Good design starts with a good idea. <br />
  65. 65. Great ideas take experience, practice + hard work. <br />
  66. 66. Say Hello.<br />Larissa Meek<br />@larissameek<br />larissameek.com<br />AgencyNet<br />@agencynet<br />agencynet.com<br />

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