Design Thinking: Ideation Techniques

IDEATION TECHNIQUES
Generating A Large Quantity Of Ideas
© Operational Excellence Consulting. All rights reserved.

© 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

CONTENTS
3
2 x 2 Matrix
2
Dot Voting
3
Brainstorming
1
Special Brainstorming
5
NABC
6
6-3-5 Method
4

● Objective: To ideate quickly –
quantity is more important than
quality
BRAINSTORMING
4

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

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

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.

ACTION!
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

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

● Objective: To categorize and
prioritize ideas or identify strategic
opportunities and patterns
2 x 2 MATRIX
10
EFFORT
COST
Easy
Difficult
Low
High

● 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

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

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

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

● Objective: To make a clear
decision on what options should be
pursued in the form of ideas or
concepts
DOT VOTING
15

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.

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

● Objective: To generate many ideas
quickly and in a structured way in
the group
6-3-5 METHOD
18

● 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

● Objective: To generate a large
number of unusual ideas in a limited
period of time
SPECIAL BRAINSTORMING
20

BODYSTORMING – ACTUALLY EXPERIENCING A PHYSICAL SITUATION
IN THE ROLE OF THE PERSON IN QUESTION
21
BODYSTORMING IN A
CLASSROOM CONTEXT ACTUAL CONTEXT

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.

● 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

● 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

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:

● 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

“
If you can dream it, you
can do it.”
WALT DISNEY
27
CREATOR & ENTREPRENEUR

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

Design Thinking: Ideation Techniques

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