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Innovate or Die
- 3. Lucy Chen @luchinko Great ideas and mobile experiences
- 7. Does your work involve creative thinking or innovation?
- 8. Who has done brainstorming in the past month?
- 9. Alex Osborn 1. Focus on quantity 2. Withhold criticism 3. Welcome unusual ideas 4. Combine and improve ideas Works??
- 10. Alex Osborn 1. Focus on quantity 2. Withhold criticism 3. Welcome unusual ideas 4. Combine and improve ideas Works??
- 11. Better Brainstorming Mon Tue Wed Thu Fri Briefing Ideas Present, Concept Combine & brainstorming score, development develop choose concepts 30 mins 15 mins 1 hour 30 mins 1 hour
- 12. 4 people Better Brainstorming Mon Briefing 13 hours Tue Ideas brainstorming Wed Present, score, Thu Concept development Fri Combine & develop 40 ideas choose concepts 30 mins 1 concept 30 mins 1 hour 1 hour 1 hour
- 13. Takeaways 1. Power of the team and the individual 2. Efficiency through planning and facilitation 3. UX’ers are innovators lucy.chen@vivant.com.au @luchinko
Editor's Notes
- I lead the UX team at Vivant. We're a mobile development agency based in Sydney. There is around 30 people; UX, creative designers, front- and back-end developers, client services, project managers. Our mantra is: "Great ideas and mobile experiences". So we're extremely user focused, and believe in delivering value through innovation.
- I’m not going to tell you what Innovation means, apply some broad definition. But I do want to share with you my 2 favorite stories of innovation
- Sildenafil, the active chemical in Viagra was synthesised for the treatment of high blood pressure and angina (a heart condition that constricts the blood vessels that run to the heart). Pfizer tested the drug on patients to see how well it increased flow of blood to the heart, but that was a failure. However the patients didn't want to give the drugs back, reporting other favourable side effects. Both Post-it notes and Viagra were discovered by accident. Both failed to achieve their original purpose, but someone was paying attention and applied it to a different need. We can do the same thing as UX'ers.As a UX designer is I have access to users. Users tell me what they want, what they expect, what works well, and what doesn't. Through listening, observing, questioning and testing, I can connect the dots between problem and solutions. Sometimes intentionally, sometimes by accident. Sometimes I discover answers to questions that have not been asked yet.
- Does it actually work?
- There has been several studies to this effect. One experiment in 1963 by Marvin Dunnette and his team of psychologist compared ideas generated by people brainstorming together or alone. They were given problems to solve such as "benefits or difficulties that would arise from being born with an extra thumb”. After tallying the results and putting the ideas onto a probability scale they found that individual brainstormers came up with more and better ideas than team brainstormers.So why do group brainstorming at all? Participants in brainstorming sessions believe their group achieved more than it actually did. There's value in brainstorming for the cross-pollination of ideas and for team motivation. The other advantage is at the end of the day, group brainstorming gets everyone on the same page, ideas are communicated real time and the team knows how they came to the conclusion they did.In 1963 Marvin Dunnette, a psychology professor at University of Minnesota gathered 96 employees of 3M (inventors of Post-it) and asked them to participate in both solitary and group brainstorming sessions. Participants were split into groups of 4 and given a problem to solve such as "benefits or difficulties that would arise from being born with an extra thumb". Each person was given a similar problem to brainstorm on his own.Dunnette and the team then counted all the ideas, compared group results with individual's results. Individual results were pooled into nominal groups. The researchers also measured the quality of the ideas, rating them on a probability scale. And what did they find? Almost all the groups produced more ideas when they worked on their own compared to as a group. The ideas generated as individuals were also of equal or higher quality when working alone. So why do we do brainstorming at all? Because it makes people feel good. Participants in brainstorming sessions believe their group achieved more than it actually did. There's value in brainstorming for the cross-pollination of ideas and for team morale. The other advantage is at the end of the day, group brainstorming gets everyone on the same page, ideas are communicated real time and the team knows how they came to the conclusion they did.Group brainstorming produces a more cohesive team. Individual brainstorming gets more and better results. So how do we get the best of both worlds?
- Day 5 (1 hour): Present each concept, combine and build on it. Decide on flow, key features and design elements. Is this concept a go? If so next steps would be to put it through the usual project resourcing process and get the idea fleshed out. There's now a backlog of ideas to develop further next time around.