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Brainstorming
Technology First
SXSW 2013 #techfirst




        Will Turnage VP, Technology & Invention @wubbahed
Brainstorming TechFirst
Introduction
Traditional Brainstorming
What We’ve Tried
What We’ve Learned
What You Can Do
Q&A
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Legible + Interesting


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It’s hard work.


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Traditional Brainstorming


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Ideas


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Ideas                         Execution


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Ideas                         Execution
       Is this possible?


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Possible                ≠                   Good UX




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Ideas                         Execution


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Ideas                           Execution
 This is what users experience


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Ideas                           Execution
 Dilutes the purity of the idea


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Ideas                         Execution
          Takes too long


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How can we improve
  brainstorming?

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1. Get very specific.
Take a big step back.

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2. Embrace Constraints.


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3. Encourage practice.


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What we’ve tried


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TechFirst Brainstorming / Framework



Preparations                     • 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.



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TechFirst Brainstorming / Framework



Preparations            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




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TechFirst Brainstorming / Example #1




          What if…


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Let’s say the new iPad can tell the
difference between an adult touch,
a kid touch and a baby touch.
Name ten new things you could do
with this feature.


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TechFirst Brainstorming / Example #2




  Fill in the blanks


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My truck’s name is __________.

And the first Instagram
picture it took was
_____________________________.


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My truck’s name is __________.
                   Doris.

And the first Instagram
picture it took was
_________________________. front wheels.
a rabbit about to go under the

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My truck’s name is __________.
                   Fred.

And the first Instagram
picture it took was
_________________________.
awful.

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My truck’s name is __________.
                   Betsy.

And the first Instagram
picture it took was
_________________________.
a palette of boxed wine from Costco.

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TechFirst Brainstorming / Example #3




    Facebook Fun


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TechFirst Brainstorming / Example #4




  Magnetic Poetry


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Descriptors
airplane      calendar                delicious                   window                   hello        pebble
bacon         catastrophe             dog                         fish                     lemon        punk
banana        catawampus              earbuds                     flight                   melon        serene
blindness     cereal                  empathy                     garbage                  molecular    strong
bludgeon      coffee                  Estonia                     green                    money        water
bright        cushion                 fanciful                    hairdo                   night        weather
busy          dandelion               fantastical                 headache                 ointment     weird

Technology
Tweet         Bump                    Star Rating                 Page                     Check in
Like          NFC stickers            SMS                         Pinterest                Photograph
Comment       Map Directions          Followers                   Board                    Publishing Workflow
Share         Weather                 Calendar                    Tumblr                   Status Updates
Swipe         Product Prices          Excel                       Foursquare               Motion Tracking
Click         Poll Question           Dataset                     Venue                    QR code
Tap           Review                  Facebook                    API call
                            Proprietary & Confidential. © 2013 R/GA All rights reserved.                         / 39
Descriptors
airplane      calendar                delicious                   window                   hello        pebble
bacon         catastrophe             dog                         fish                     lemon        punk
banana        catawampus              earbuds                     flight                   melon        serene
blindness     cereal                  empathy                     garbage                  molecular    strong
bludgeon      coffee                  Estonia                     green                    money        water
bright        cushion                 fanciful                    hairdo                   night        weather
busy          dandelion               fantastical                 headache                 ointment     weird

Technology
Tweet         Bump                    Star Rating                 Page                     Check in
Like          NFC stickers            SMS                         Pinterest                Photograph
Comment       Map Directions          Followers                   Board                    Publishing Workflow
Share         Weather                 Calendar                    Tumblr                   Status Updates
Swipe         Product Prices          Excel                       Foursquare               Motion Tracking
Click         Poll Question           Dataset                     Venue                    QR code
Tap           Review                  Facebook                    API call
                            Proprietary & Confidential. © 2013 R/GA All rights reserved.                         / 40
Descriptors
airplane      calendar                delicious                   window                   hello        pebble
bacon         catastrophe             dog                         fish                     lemon        punk
banana        catawampus              earbuds                     flight                   melon        serene
blindness     cereal                  empathy                     garbage                  molecular    strong
bludgeon      coffee                  Estonia                     green                    money        water
bright        cushion                 fanciful                    hairdo                   night        weather
busy          dandelion               fantastical                 headache                 ointment     weird

Technology
Tweet         Bump                    Star Rating                 Page                     Check in
Like          NFC stickers            SMS                         Pinterest                Photograph
Comment       Map Directions          Followers                   Board                    Publishing Workflow
Share         Weather                 Calendar                    Tumblr                   Status Updates
Swipe         Product Prices          Excel                       Foursquare               Motion Tracking
Click         Poll Question           Dataset                     Venue                    QR code
Tap           Review                  Facebook                    API call
                            Proprietary & Confidential. © 2013 R/GA All rights reserved.                         / 41
TechFirst Brainstorming / Example #5




    ‘Branded’
  Magnetic Poetry

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Tone
superchill      fantastical            cheap                     utilitarian               expensive    pebble
outrageous      sophisticated          quick                     fashionable               silly        punk
humorous        hip                    macho                     cute                                   serene

Occasion
Tuesday night   Room-mate             Dinnertime                                 Tailgating        Snack while
My birthday     Child-friendly        Locally-focused                            Date-night        walking my dog
Lunch           Picnic                Ethnic cuisine                             Grocery store     Grilling at the
Commute         In my car             Meat-Free Monday                           At the mall       beach

Functionality
Tweets               Pinterest Board                               Food truck                      Store receipt
Swipe                Bump Photo                                    Video series                    Contest
Poll Question        Status update                                 Celeb partnership               QR code
Star Rating          Store loyalty card                            Coupon                          Check-in Map
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Tone
superchill      fantastical            cheap                     utilitarian               expensive    pebble
outrageous      sophisticated          quick                     fashionable               silly        punk
humorous        hip                    macho                     cute                                   serene

Occasion
Tuesday night   Room-mate             Dinnertime                                 Tailgating        Snack while
My birthday     Child-friendly        Locally-focused                            Date-night        walking my dog
Lunch           Picnic                Ethnic cuisine                             Grocery store     Grilling at the
Commute         In my car             Meat-Free Monday                           At the mall       beach

Functionality
Tweets               Pinterest Board                               Food truck                      Store receipt
Swipe                Bump Photo                                    Video series                    Contest
Poll Question        Status update                                 Celeb partnership               QR code
Star Rating          Store loyalty card                            Coupon                          Check-in Map
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Tone
superchill      fantastical            cheap                     utilitarian               expensive    pebble
outrageous      sophisticated          quick                     fashionable               silly        punk
humorous        hip                    macho                     cute                                   serene

Occasion
Tuesday night   Room-mate             Dinnertime                                 Tailgating        Snack while
My birthday     Child-friendly        Locally-focused                            Date-night        walking my dog
Lunch           Picnic                Ethnic cuisine                             Grocery store     Grilling at the
Commute         In my car             Meat-Free Monday                           At the mall       beach

Functionality
Tweets               Pinterest Board                               Food truck                      Store receipt
Swipe                Bump Photo                                    Video series                    Contest
Poll Question        Status update                                 Celeb partnership               QR code
Star Rating          Store loyalty card                            Coupon                          Check-in Map
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TechFirst Brainstorming / Example #6




  Social Media API
      Roulette

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BBQ                          Food Truck                                Mexican




Lo-Fi                             Rise                                 Amaro




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What we’ve learned


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Ideas were interesting
    and feasible.

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Saved time.


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Made creative process
  more accessible.

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Not for everyone.


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It’s an awesome tool
    in our toolbelt.

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Tips


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Developing TechFirst
  briefs takes time

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Technology
+ Business Need
   + Use Case
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Adjectives
+ Technology

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Can this be done?
Can this be done well?

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Everyone is creative.


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Thank you!
Questions?

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Brainstorming Technology First

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Brainstorming Technology First

  • 1. Brainstorming Technology First SXSW 2013 #techfirst Will Turnage VP, Technology & Invention @wubbahed
  • 2. Brainstorming TechFirst Introduction Traditional Brainstorming What We’ve Tried What We’ve Learned What You Can Do Q&A Proprietary & Confidential. © 2013 R/GA All rights reserved. /2
  • 3.
  • 4. Proprietary & Confidential. © 2013 R/GA All rights reserved. /4
  • 5.
  • 6.
  • 7.
  • 8. Legible + Interesting Proprietary & Confidential. © 2013 R/GA All rights reserved. /8
  • 9. It’s hard work. Proprietary & Confidential. © 2013 R/GA All rights reserved. /9
  • 10. Traditional Brainstorming Proprietary & Confidential. © 2013 R/GA All rights reserved. / 10
  • 11. Ideas Proprietary & Confidential. © 2013 R/GA All rights reserved. / 11
  • 12. Ideas Execution Proprietary & Confidential. © 2013 R/GA All rights reserved. / 12
  • 13. Ideas Execution Is this possible? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 13
  • 14. Possible ≠ Good UX Proprietary & Confidential. © 2013 R/GA All rights reserved. / 14
  • 15. Ideas Execution Proprietary & Confidential. © 2013 R/GA All rights reserved. / 15
  • 16. Ideas Execution This is what users experience Proprietary & Confidential. © 2013 R/GA All rights reserved. / 16
  • 17. Ideas Execution Dilutes the purity of the idea Proprietary & Confidential. © 2013 R/GA All rights reserved. / 17
  • 18. Ideas Execution Takes too long Proprietary & Confidential. © 2013 R/GA All rights reserved. / 18
  • 19. How can we improve brainstorming? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 19
  • 20. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 20
  • 21. 1. Get very specific. Take a big step back. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 21
  • 22. 2. Embrace Constraints. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 22
  • 23. 3. Encourage practice. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 23
  • 24. What we’ve tried Proprietary & Confidential. © 2013 R/GA All rights reserved. / 24
  • 25. TechFirst Brainstorming / Framework Preparations • 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
  • 26. TechFirst Brainstorming / Framework Preparations 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
  • 27. TechFirst Brainstorming / Example #1 What if… Proprietary & Confidential. © 2013 R/GA All rights reserved. / 27
  • 28. Let’s say the new iPad can tell the difference between an adult touch, a kid touch and a baby touch. Name ten new things you could do with this feature. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 28
  • 29.
  • 30. TechFirst Brainstorming / Example #2 Fill in the blanks Proprietary & Confidential. © 2013 R/GA All rights reserved. / 30
  • 31. My truck’s name is __________. And the first Instagram picture it took was _____________________________. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 31
  • 32. My truck’s name is __________. Doris. And the first Instagram picture it took was _________________________. front wheels. a rabbit about to go under the Proprietary & Confidential. © 2013 R/GA All rights reserved. / 32
  • 33. My truck’s name is __________. Fred. And the first Instagram picture it took was _________________________. awful. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 33
  • 34. My truck’s name is __________. Betsy. And the first Instagram picture it took was _________________________. a palette of boxed wine from Costco. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 34
  • 35. TechFirst Brainstorming / Example #3 Facebook Fun Proprietary & Confidential. © 2013 R/GA All rights reserved. / 35
  • 36.
  • 37.
  • 38. TechFirst Brainstorming / Example #4 Magnetic Poetry Proprietary & Confidential. © 2013 R/GA All rights reserved. / 38
  • 39. Descriptors airplane calendar delicious window hello pebble bacon catastrophe dog fish lemon punk banana catawampus earbuds flight melon serene blindness cereal empathy garbage molecular strong bludgeon coffee Estonia green money water bright cushion fanciful hairdo night weather busy dandelion fantastical headache ointment weird Technology Tweet Bump Star Rating Page Check in Like NFC stickers SMS Pinterest Photograph Comment Map Directions Followers Board Publishing Workflow Share Weather Calendar Tumblr Status Updates Swipe Product Prices Excel Foursquare Motion Tracking Click Poll Question Dataset Venue QR code Tap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 39
  • 40. Descriptors airplane calendar delicious window hello pebble bacon catastrophe dog fish lemon punk banana catawampus earbuds flight melon serene blindness cereal empathy garbage molecular strong bludgeon coffee Estonia green money water bright cushion fanciful hairdo night weather busy dandelion fantastical headache ointment weird Technology Tweet Bump Star Rating Page Check in Like NFC stickers SMS Pinterest Photograph Comment Map Directions Followers Board Publishing Workflow Share Weather Calendar Tumblr Status Updates Swipe Product Prices Excel Foursquare Motion Tracking Click Poll Question Dataset Venue QR code Tap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 40
  • 41. Descriptors airplane calendar delicious window hello pebble bacon catastrophe dog fish lemon punk banana catawampus earbuds flight melon serene blindness cereal empathy garbage molecular strong bludgeon coffee Estonia green money water bright cushion fanciful hairdo night weather busy dandelion fantastical headache ointment weird Technology Tweet Bump Star Rating Page Check in Like NFC stickers SMS Pinterest Photograph Comment Map Directions Followers Board Publishing Workflow Share Weather Calendar Tumblr Status Updates Swipe Product Prices Excel Foursquare Motion Tracking Click Poll Question Dataset Venue QR code Tap Review Facebook API call Proprietary & Confidential. © 2013 R/GA All rights reserved. / 41
  • 42. TechFirst Brainstorming / Example #5 ‘Branded’ Magnetic Poetry Proprietary & Confidential. © 2013 R/GA All rights reserved. / 42
  • 43. Tone superchill fantastical cheap utilitarian expensive pebble outrageous sophisticated quick fashionable silly punk humorous hip macho cute serene Occasion Tuesday night Room-mate Dinnertime Tailgating Snack while My birthday Child-friendly Locally-focused Date-night walking my dog Lunch Picnic Ethnic cuisine Grocery store Grilling at the Commute In my car Meat-Free Monday At the mall beach Functionality Tweets Pinterest Board Food truck Store receipt Swipe Bump Photo Video series Contest Poll Question Status update Celeb partnership QR code Star Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 43
  • 44. Tone superchill fantastical cheap utilitarian expensive pebble outrageous sophisticated quick fashionable silly punk humorous hip macho cute serene Occasion Tuesday night Room-mate Dinnertime Tailgating Snack while My birthday Child-friendly Locally-focused Date-night walking my dog Lunch Picnic Ethnic cuisine Grocery store Grilling at the Commute In my car Meat-Free Monday At the mall beach Functionality Tweets Pinterest Board Food truck Store receipt Swipe Bump Photo Video series Contest Poll Question Status update Celeb partnership QR code Star Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 44
  • 45. Tone superchill fantastical cheap utilitarian expensive pebble outrageous sophisticated quick fashionable silly punk humorous hip macho cute serene Occasion Tuesday night Room-mate Dinnertime Tailgating Snack while My birthday Child-friendly Locally-focused Date-night walking my dog Lunch Picnic Ethnic cuisine Grocery store Grilling at the Commute In my car Meat-Free Monday At the mall beach Functionality Tweets Pinterest Board Food truck Store receipt Swipe Bump Photo Video series Contest Poll Question Status update Celeb partnership QR code Star Rating Store loyalty card Coupon Check-in Map Proprietary & Confidential. © 2013 R/GA All rights reserved. / 45
  • 46. TechFirst Brainstorming / Example #6 Social Media API Roulette Proprietary & Confidential. © 2013 R/GA All rights reserved. / 46
  • 47.
  • 48. BBQ Food Truck Mexican Lo-Fi Rise Amaro Proprietary & Confidential. © 2013 R/GA All rights reserved. / 48
  • 49. What we’ve learned Proprietary & Confidential. © 2013 R/GA All rights reserved. / 49
  • 50. Ideas were interesting and feasible. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 50
  • 51. Saved time. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 51
  • 52. Made creative process more accessible. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 52
  • 53. Not for everyone. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 53
  • 54. It’s an awesome tool in our toolbelt. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 54
  • 55. Tips Proprietary & Confidential. © 2013 R/GA All rights reserved. / 55
  • 56. Developing TechFirst briefs takes time Proprietary & Confidential. © 2013 R/GA All rights reserved. / 56
  • 57. Technology + Business Need + Use Case Proprietary & Confidential. © 2013 R/GA All rights reserved. / 57
  • 58. Adjectives + Technology Proprietary & Confidential. © 2013 R/GA All rights reserved. / 58
  • 59. Can this be done? Can this be done well? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 59
  • 60. Everyone is creative. Proprietary & Confidential. © 2013 R/GA All rights reserved. / 60
  • 61. Thank you! Questions? Proprietary & Confidential. © 2013 R/GA All rights reserved. / 61

Editor's Notes

  1. What we’re going to talk about today.
  2. This is how we judge our work.