Design Thinking: Ideation Techniques

2. © Operational Excellence Consulting LEARNING OBJECTIVES 2 Gain knowledge on the various ideation techniques that can be used in the design thinking cycle Understand the practical tips and key learnings of ideation techniques Develop skills in the application of ideation techniques NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: https://www.oeconsulting.com.sg

3. © Operational Excellence Consulting CONTENTS 3 2 x 2 Matrix 2 Dot Voting 3 Brainstorming 1 Special Brainstorming 5 NABC 6 6-3-5 Method 4

5. © Operational Excellence Consulting BRAINSTORMING RULES 5 Defer judgement Encourage wild ideas Build on the ideas of others Stay focused on the topic Be visual One conversation at a time Go for quantity

6. © Operational Excellence Consulting STRUCTURED BRAINSTORMING – CATEGORIZING AND GROUPING OF IDEAS 6 Support Tools Motivations Way of Assessment Way of Learning Random Post-Its of ideas Categorize and group the ideas Reward-based Flexible Timing Gamification iPads Peer Coaching Project-based Competency instead of Test On the Job Learning Testimonies from Successful Leaders Wikipedia Focus on Teamwork Wikipedia iPads Flexible Timing Gamification Testimonies from Successful Leaders Peer Coaching Project-based On the Job Learning Reward-based Competency instead of Test Focus on Teamwork Ideas to Facilitate Classroom Learning

7. © Operational Excellence Consulting KEY LEARNINGS 7 Accept all ideas from everybody – never criticize them! Conduct the brainstorming session in a calm and relaxed atmosphere Use brainstorming at various phases in the design thinking cycle. It is useful for an initial “brain dump” in the “ideate” phase as well as for the improvement of business models, for instance.

8. ACTION! © Operational Excellence Consulting 1. In your respective groups, select one of the following topics for brainstorming: a) Improving the customer journey for an online transaction (e.g. ordering groceries online); b) Delivering work commitments on time and/or meeting agreed targets when working remotely or from home. 2. List your ideas on the flip chart, or use Post-its if they are available. 3. Present your findings to the class. ACTIVITY 1: BRAINSTORMING 8 Time allowed: 10 mins

9. © Operational Excellence Consulting “ A person who never made a mistake never tried anything new.” ALBERT EINSTEIN 9

10. © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved. ● Objective: To categorize and prioritize ideas or identify strategic opportunities and patterns 2 x 2 MATRIX 10 EFFORT COST Easy Difficult Low High

11. © Operational Excellence Consulting ● The 2 x 2 matrix is a visual way of categorizing ideas ● The matrix is highly modifiable, because any type of meaningful axis attribute may be used WHAT IS IT ● The 2 x 2 matrix can also be used to change the way of thinking from a 100% idea orientation toward the recognition of unfulfilled user needs and strategic opportunities ● The 2 x 2 matrix is not only used predominantly in the context of prioritizing ideas but in all other phases of design thinking as well 11

12. © Operational Excellence Consulting 2 x 2 MATRIX – EXAMPLE : EFFORT vs. COST 12 EFFORT COST Easy Difficult Low High Start here!

13. © Operational Excellence Consulting WHY USE IT 13 Obtain a first overview of ideas that already have a certain maturity Determine quickly which ideas should be pursued and which ideas should be rejected Use it whenever decisions have to be made Carry out the prioritization of ideas according to strategic innovations, market opportunities, and many other categories

14. © Operational Excellence Consulting 2 x 2 MATRIX EXAMPLE – VALUE vs. EFFORT 14 VALUE Reject EFFORT Develop / park ideas Develop / park ideas Pursue / implement High Low Little Much

15. © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved. ● Objective: To make a clear decision on what options should be pursued in the form of ideas or concepts DOT VOTING 15

16. © Operational Excellence Consulting PRACTICAL TIPS 16 ● Let the participants present their ideas before the vote. A brief explanation ensures more in-depth understanding before the dot voting is carried out. ● Equal amount of dots, what now? Carry out a second vote on the winners or. Make use of the 2x2 matrix presented previously. ● Use color markings as an alternative to glue dots. Each participant receives a pen and is prompted to draw small circles/dots to vote. ● Limit the number of choices. Combine similar ideas or concepts. Bundle topics and first vote on the main topics, then on individual ideas. ● Avoid the bandwagon effect. Request that participants make their decision in private and vote all at the same time. If there is a risk that an individual is too heavily influenced by one person (e.g. the boss), this person should turn in his/her assessment last.

17. © Operational Excellence Consulting KEY LEARNINGS 17 Explain the criteria for the vote prior to the voting process Plan the dot voting and select the number of dots Separate the ideation (the generation of ideas) from the evaluation of the ideas “Park” ideas that might have relevance later

19. © Operational Excellence Consulting ● Brainwriting with the 6-3-5 method allows for structured ideation and further development of ideas in all iterations and across the entire design cycle ● The name “6-3-5” is derived from an optimal team size of 6 participants who each produce 3 ideas for a problem in the first round. Each of these ideas will then be further developed by the other participants in the next 5 rounds. WHAT IS IT ● The technique is particularly suitable for the ideation based on specific problem statements and points of view ● In a group of 6 participants, up to 108 ideas are collected with this tool within a very short period of time (under 30 minutes) 19

20. © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved. ● Objective: To generate a large number of unusual ideas in a limited period of time SPECIAL BRAINSTORMING 20

21. © Operational Excellence Consulting BODYSTORMING – ACTUALLY EXPERIENCING A PHYSICAL SITUATION IN THE ROLE OF THE PERSON IN QUESTION 21 BODYSTORMING IN A CLASSROOM CONTEXT ACTUAL CONTEXT

22. © Operational Excellence Consulting PRACTICAL TIPS 22 Be in a creative environment Time boxing Avoid judgment Tackling complex or abstract problems Brainstorming works best when the participants are relaxed. Comfortable chairs and cushions can create a “feel good atmosphere”; large and flexible writing surfaces help to foster the group’s creativity As in traditional brainstorming, setting a time limit helps generate as many different ideas as possible. It is advisable to do short brainstorming sequences (10 mins) and clock them with a timer. There are no “bad” ideas because an idea may lead to a good solution when further developed. This is why it is imperative to avoid any rating of ideas during the brainstorming process. Special brainstorming methods are useful for complex or abstract problems for which participants have difficulties in identifying an immediate solution. Experiment with them and collect experience in their application.

23. © Operational Excellence Consulting © Operational Excellence Consulting. All rights reserved. ● Objective: To capture the core of an idea within a very short time and share it with others in a targeted way NABC (Need, Approach, Benefit, Competition) 23

24. © Operational Excellence Consulting ● The NABC is the minimal version of a business idea structuring method. It comprises the first four basic questions (need, approach, benefit, and competition) around the context of the idea ● NABC can be applied in many phases, for example, in the “ideation” phase; it’s also useful in the validation of prototypes or for a better understanding of the users WHAT IS IT ● Often, NABC is used in documentation or after the ideation and in the presentation of business ideas and innovation projects with respect to feedback providers ● In addition, NABC can be used in combination with an elevator pitch 24

25. © Operational Excellence Consulting NABC TEMPLATE & PROCEDURE 25 NEED APPROACH BENEFITS COMPETITION Customer Problem Need Situation Solution Business model Process Value proposition Product Service Customer benefit Business benefit Advantages Unique Selling Proposition Competition Alternatives N A B C 1 2 4 3 5 Idea:

26. © Operational Excellence Consulting ● On the basis of a known customer problem, various ideas are created ● The ideas are then documented and visualized in a NABC ● At a later point, the design thinking team presents the idea within the context of an NABC pitch and obtains feedback on it NABC: MAKING AN ELEVATOR PITCH TO PRESENT AN IDEA 26

28. © Operational Excellence Consulting Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. Based in Singapore, the firm’s mission is to create business value for organizations through innovative design and operational excellence management training and consulting solutions. For more information, please visit www.oeconsulting.com.sg ABOUT OPERATIONAL EXCELLENCE CONSULTING

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