IDEATION:

OVERVIEW

Qinmin YangAssociate Professor

Zhejiang University

Andreas LarssonAssociate Professor

Lund University

Charlotta JohnssonAssociate Professor

Lund University

Anders WarellAssociate Professor

Lund University

Jun JinAssociate Professor

Zhejiang University

but first...

Done any

needfinding,

trendwatching

or techwatching

yet?

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

needs vs. solutions

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

http://blog.intercom.io/interview-bob-moesta-part-2-of-2/

two examples

of how to organize

your observations and insights

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

XPLANE / Osterwalder et al

customer empathy map

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

XPLANE / Osterwalder et al

customer empathy map

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

XPLANE / Osterwalder et al

customer empathy map

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php

customer journey map

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

http://www.uxmatters.com/mt/archives/2011/09/the-value-of-customer-journey-maps-a-ux-designers-personal-journey.php

customer journey map

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

When you have gained

insights, what do you do

with them?

exercise

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Adapted from Brown & Katz, 2009©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

FROM INSIGHT TO IDEASGOING FROM “WHAT IS?” TO “WHAT IF?”

Liedtka & Ogilvie, 2011©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

QuickTime™ and a decompressor

are needed to see this picture.

http://www.youtube.com/watch?v=Hrnz2pg3YPg&feature=fvwrel

SURPRISE AND DELIGHT

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

how to generate

surprise and delight?

QUITE DIFFERENT FROM TRADITIONAL

PROBLEM SOLVING

Gray, Brown & Macanufo, 2010©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

“I’mjustnotacreativeperson.”

DON’T EVER SAY THIS AGAIN ;-)

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Gray, Brown & Macanufo, 2010

xplane.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

PROCESS VS. GAME

Gray, Brown & Macanufo, 2010

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Gray, Brown & Macanufo, 2010

Brown & Katz, 2009

xplane.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Kaner et al, 2007

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Kaner et al, 2007

BUSINESS AS USUAL

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Kaner et al, 2007

DIVERGENT ZONE

Gray, Brown & Macanufo, 2010 xplane.com©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Kaner et al, 2007

GROAN ZONE

Gray, Brown & Macanufo, 2010 xplane.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

Kaner et al, 2007

CONVERGENT ZONE

Gray, Brown & Macanufo, 2010 xplane.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

PLAY THE GAME

IDEO HCD Toolkit

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

KEY TAKEAWAYS

1. from “what is?” to “what if?”

2. Surprise and delight

3. opening & closing

4. embrace the “groan zone”

5. play the game

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

KEY READINGS•Brown,T.,Katz,B.2009.ChangebyDesign:HowDesignThinkingTransformsOrganizationsandInspiresInnovation.NewYork,NY,USA:HarperCollins.•Carleton,T.,Larsson,A.,Bill,S.2011.MOVE:BeyondGreatIdeas.WorkshopFacilitationHandbook.http://www.moveworkshop.com/•Gray,D.,Brown,S.,Macanufo,J.2010.Gamestorming.APlaybookforInnovators,Rulebreakers,andChangemakers.Sebastopol,CA,USA:O’Reilly.•Kaner,S.,Lind,L.,Toldi,C.,Fisk,S.,Berger,D.2007.Facilitator’sGuidetoParticipatoryDecision‐Making.SanFrancisco,CA,USA:Jossey‐Bass.•Lehrer,J.2012.Groupthink:TheBrainstormingMyth.NewYorker,January30.http://www.newyorker.com/reporting/2012/01/30/120130fa_fact_lehrer•Liedtka,J.,Ogilvie,T.2011.DesigningforGrowth:ADesignThinkingToolKitforManagers.NewYork,NY,USA:ColumbiaUniversityPress.•Osterwalder,A.,Pigneur,Y.2010.BusinessModelGeneration.Hoboken,NJ,USA:JohnWiley&Sons.•Silverstein,D.,Samuel,P.,DeCarlo,N.2009.TheInnovator’sToolkit:50+TechniquesforPredictableandSustainableOrganicGrowth.Hoboken,NJ,USA:JohnWiley&Sons.•Sutton,R.I.,Hargadon,A.1996.BrainstormingGroupsinContext:EffectivenessinaProductDesignFirm.AdministrativeScienceQuarterly,41,685‐718.

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

INSPIRATION

http://www.servicedesigntools.org

http://www.mycoted.com/

http://www.innovatorstoolkit.com/

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

http://www.gogamestorm.com/

divergence creating choices

exercise

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

BRAINSTORMING

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

BRAINWRITING

http://blog.lib.umn.edu/grim0168/5701grim©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

OBJECT BRAINSTORM

http://playtowrite.wordpress.com©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

...

COVER STORIES

Gray, Brown & Macanufo, 2010

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

HIThttp://blog.lib.umn.edu/gilbe503/5701gilbertson/

www.gogamestorm.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

convergence making choices

exercise

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

KANO SATISFACTION MODEL

Car with built-in WiFi? More money, more horsepower?

Brakes on the car?

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

PUGH MATRIX

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

SIX THINKING HATS

http://www.debonogroup.com/six_thinking_hats.php©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn

DOT VOTING

www.gogamestorm.com

©2012, andreas.larsson@design.lth.se, sjluo@zju.edu.cn, junjin@zju.edu.cn