Brainstorming is a combination of informal problem solving and lateral thinking. The technique intends for participants to come up with eccentric ideas. Some of these thoughts and ideas are crafted into original and creative solutions to problems, whereas help to spark additional ideas.
Ideation is the third phase of the Design Thinking process, and it’s all about generating ideas. Before we explore ideation in more detail, let’s briefly recap on the five stages of Design Thinking: Empathise, Define, Ideate, Prototype, and Test.
Now, it’s important to remember that Design Thinking is not a strictly linear process. However, the insights and outcomes derived from the Empathise and Define stages (getting to know your users and setting out a clear problem statement) will guide and inform a productive ideation session.
The Nielsen Norman Group defines ideation as “the process of generating a broad set of ideas on a given topic, with no attempt to judge or evaluate them.”
In the ideation phase, you’ll explore and come up with as many ideas as possible. Some of these ideas will go on to be potential solutions to your design challenge; some will end up on the reject pile. At this stage, the focus is on quantity of ideas rather than quality. The main aim of an ideation session is to uncover and explore new angles and avenues—to think outside the box. For the sake of innovation and creativity, it is essential that the ideation phase be a “judgement-free zone”.
Ideation comes in many different shapes and sizes. We’ll take a look at some of the most popular ideation techniques used by designers a little later on.
The ideation phase represents a key transitional step from learning about your users and the problem, to coming up with solutions. If carried out properly, an ideation session is where innovation thrives; it should help you stumble upon that groundbreaking solution that your users have been missing!
As Don Norman explains in Rethinking Design Thinking, ideation is crucial in getting us to question the obvious, challenge the norm, and come up with new ideas.
“It is by questioning the obvious that we make great progress. This is where breakthroughs come from. We need to question the obvious, to reformulate our beliefs, and to redefine existing solutions, approaches, and beliefs.”
As a designer, the ideation phase is your “safe space” in which to come up with novel, perhaps unconventional, ideas. It doesn’t matter if these ideas turn out to be plausible or not; what’s important is that you venture beyond the obvious, already-been-done solutions.
Ideation sessions will help you to focus on your users (as any good designer should!); to accumulate the unique perspectives and creativity of different people, ensuring diversity of ideas; and ultimately, to innovate in ways that you never thought possible.
If you’re planning an ideation session or workshop, it’s important to set the right tone. Before we delve into specific ideation techniques, let’s consider how you can prepare for a successful ideation session. You’ll also find some useful tips in the below video showing you to how to run a design thinking workshop.
If you want to encourage outside-the-box thinking, it’s important to take yourself—and your team—quite literally outside of the box. It might seem like a minor detail, but the physical space in which you hold your ideation session can have a major impact. Move away from the usual setting, be it the boardroom or your desk, and hold your session somewhere completely new. A new environment introduces new stimuli, which in turn can help to trigger fresh ways of thinking.
Both distraction from the problem and a relaxed state of mind have been proven to get the creative juices flowing. The best ideation sessions are those where the participants feel at ease. The ideation phase should be a safe space—but most people will need some coaxing before they feel comfortable sharing their wildest ideas. Have some ice-breakers prepared to bring the group together, relieve any tension, and get people warmed up.