Tried and tested design methods to generate innovative breakthrough concepts in digital, service and product marketing, design and optimisation.

1. HOW TO
GENERATE
50 CONCEPTS
IN 1 HOUR BY
DESIGN
THINKING

2. WHAT IS A
CONCEPT?

3. A CONCEPT IS A SUCCINCT
DESCRIPTION OF AN
BELIEVABLY
UNBELIEVABLE
INNOVATION

4. WHAT TO DO?

5. 1. A LIST OF PROBLEMS
2. A LIST OPPORTUNITIES
3. GROUP(S) OF 5 PEOPLE
4. A GOOD SIZED ROOM
5. LOTS OF STATIONERY
6. LOTS OF ENERGY
7. …60 MINUTES
YOU NEED….

6. 1. BUILD ON…
2. STAY LOOSE…
3. DONT COMMIT…
4. DIVERGE FROM…
5. KEEP THE PACE UP…
6. AND NAME YOUR CONCEPTS…
EVERYONE SHOULD…

7. 1608
STORYTELL
08
SKETCH
+ =
COMPLETE
THE METHOD SLIDES TELL YOU HOW
LONG SHOULD SPEND ON EACH
ACTIVITY IN MINUTES
KEEP TO TIME…

8. WARM UP
EXCERCISE
16

9. 1608
STORYTELL
08
SKETCH
+ =
COMPLETE
PARTICIPATORY STORYTELLING
PREP
Split into pairs/triads
Split pairs/triads into a) Listener and b) Storyteller groups
STORYTELL
Storytellers assume the identity of a customer/user
Storytellers Tell A Story of their imagined current/future experience
Listeners ask questions and look for opportunities to change/improve the experience
SKETCH
Teams back come together and brainstorm ideas
Concepts are documented as sketches/Post IT™ notes

10. IDEATION
30

11. 3020
IDEATE
10
SKETCH
+ =
COMPLETE
IDEATION METHODS OVERVIEW
PREP
Choose an ideation method – Lateral, Lottery or Literal
IDEATE
Work in groups (Maximum of 5)
Spend 8 minutes on stage 1
Spend 8 minutes on stage 2
Spend 4 minutes on combining concepts
SKETCH
Concepts are documented as sketches/PostIT™ notes

12. METHODS

13. IDEATION METHOD | LATERAL | Using stimuli
STAGE 1
Spend 8 minutes listing the essential features of the following things:
Airport e.g. connects with other transportation…etc.
Racehorse e.g. is trained for speed…etc.
Glacier e.g. is different when seen from above…etc.
Butler e.g. is always attentive..
STAGE 2
Spend 8 minutes applying each of the essential features to your problem/opportunity as
a potential solution
E.g. Airport. connects with…other users, other features such as calendar etc.
STAGE 3
Concepts are documented as sketches
PRINTOUT1
2008
STAGE 1
08
STAGE 2
+ =
COMPLETE
04
STAGE 3
+

14. IDEATION METHOD | LOTTERY | Using random input
STAGE 1
Spend 8 minutes brainstorming your topic around one contrast word pairs below:
E.g. How to make the problem/opportunity…
Better vs. Worse e.g. Social Media posts content without you knowing
Faster vs. Slower e.g. Emails are sent by traditional post
Functional vs. Emotional e.g. My TV knows my mood and shows me content
STAGE 2
Spend 8 minutes applying each of the contrasting features as a potential solution to your
problem/opportunity
E.g. Worse, Automated posting…preferences….set reminders…
STAGE 3
Concepts are documented as sketches
PRINTOUT2
2008
STAGE 1
08
STAGE 2
+ =
COMPLETE
04
STAGE 3
+

15. IDEATION METHOD | LITERAL | Unpicking the problem
STAGE 1
Spend 8 minutes unpicking problem/opportunity features and definitions
E.g. A car is:
A mode of transport
A status symbol
A danger
STAGE 2
Spend 8 minutes applying each of the features and definitions as a potential solution to
your problem/opportunity
E.g. Status symbol…Something I wear, change every year, recycle when used…
STAGE 3
Concepts are documented as sketches
PRINTOUT3
2008
STAGE 1
08
STAGE 2
+ =
COMPLETE
04
STAGE 3
+

16. CONSOLIDATE

17. 1005
LONG LIST
05
SHORT LIST
+ =
COMPLETE
LONG TO SHORT LIST
LONG LIST
Reread the brief/problem statement
Brainstorm ideas (build and diverge) and document them on Post It™ notes
SHORT LIST
Categorise your ideas by arranging them in an Affinity Diagram
E.g. x axis Hard vs. Easy and y axis Innovative vs. Boring
Agree on the strongest idea and use a flipchart sheet to document it as a Concept Poster

18. PITCH YOUR
CONCEPTS

19. THANKS!
@worldofknight