5 Essential Ideation Techniques in Product Design

The following techniques can be used to generate ideas in product design.

1. Brainstorming

Brainstorming is a classic technique where a group of people come together to generate as many ideas as possible in a short period of time.

Brainstorming session. Image by Unsplash.

Brainstorming typically requires a presence of a facilitator, someone who sets ground rules such as no criticism of ideas and leads the brainstorming session to keep the discussion on track and ensure everyone has a chance to contribute.

All ideas that the session participants will generate should be recorded and presented in a visible and accessible way, such as on a whiteboard (if it’s an in-person session) or in a shared document (if it’s an online session).

Tips for effective brainstorming:

• Set clear objectives. Clearly define the problem or challenge that needs to be addressed, so everyone who participates in the session knows what ideas to generate.
• Hear the voice of everyone. Encourage everyone to contribute, regardless of their role or expertise.
• Follow the ‘there are no bad ideas’ approach. Participants shouldn’t worry about whether their ideas are good or bad.
• Build on others’ ideas. When session participants try to build on each other’s ideas, it typically leads to new and unexpected solutions.
• Take breaks. A brainstorming session shouldn’t last more than one hour without breaks. If the brainstorming session takes more than one hour, allow session participants to take breaks so that they can refresh their minds and come back to the session with new perspectives.
• Follow up on the ideas generated during the brainstorming session. Show how the team uses ideas in product design. It will show session participants that their ideas are valued and used in product design.

2. Mind mapping

This technique involves creating a visual map of ideas, with each idea branching off from a central concept. Mind mapping is a great tool for visualizing connections between different types of information and can be particularly useful for organizing complex information. Mind maps can include notes or images to help convey information.

Mind map. Image by Mural.

Tips for effective mind mapping:

• Start with a central idea. Identify the main concept that you want to explore, and place it in the center of the map.
• Keep it simple. Keep the map as simple as possible, and avoid visual clutter, as this will make it easier to understand and use. For example, you can use abbreviations to save space, but make sure everyone knows their meaning.
• Use color coding. Use different colors and shapes to differentiate between different types of ideas or concepts.
• Be flexible. A mind map is not something that is set in stone. Be open to modifying the map as new ideas arise, as this will help you to capture new insights and connections.

3. SCAMPER (Substitute, Combine, Adapt, Modify, Eliminate, and Reverse)

SCAMPER is a technique used to generate new ideas and solutions by modifying or repurposing existing ideas. When you practice SCAMPER, you take an existing product or service and ask questions based on each letter of the acronym. For example, “Can we combine this product with another to create a new solution?”

• Substitute: Can any elements be replaced?
• Combine: Can any elements be combined?
• Adapt: Can the idea be adapted from another context?
• Modify: Can any elements be altered?
• Eliminate: What elements can be removed?
• Reverse: Can the order, direction or approach be reversed?

SCAMPER. Image by Miro.

Tips for effective SCAMPERing:

• Don’t focus on constraints. Try to avoid thinking about constraints (things that prevent you from doing something) right from the very beginning of the ideation process and instead focus on the concept and the value it provides to your users.
• Use visual aids. People are visual learners, and it is much easier to understand an idea when its communicated as an image. That’s why it’s better to use visual aids, such as product images on the wall, to help everyone see and understand the ideas.

4. Reverse engineering

This technique involves taking apart an existing product to understand how it works and identifying new opportunities for improvement. Regarding physical products, reverse engineering means carefully disassembling the product to gain access to its internal components and understand how it is put together. For digital products, reverse engineering means inspecting design components, patterns, APIs and even source code.

Forward engineering and reverse engineering. Image by cyberhoot

Tips for effective reverse engineering:

• Gather as much information as possible about the product being reverse-engineered. Check specifications, user manuals, and any relevant patents. It will help you eliminate guesswork from the design process.
• Be aware of legal considerations. Be aware of any legal considerations related to reverse engineering, such as patent laws. For example, famous Tinder swiping and double-opt-in match gestures are patented and cannot be used in products without prior agreement with the patent owner, Tinder.
• Document the process: Document the reverse engineering process, including detailed notes on how the product is put together and how its components interact. It will help you write a detailed report with findings and recommendations from the reverse engineering process.

5. TRIZ (Theory of Inventive Problem Solving)

This technique is a problem-solving method that helps to identify and overcome obstacles in the design process. TRIZ was developed in the Soviet Union in the 1940s by Genrich Altshuller and his colleagues.

How to use TRIZ. Image by engineeringsolutions.

TRIZ uses a structured problem-solving process that is divided into several stages. The stages are:

• Identify the problem: Clearly define the problem that needs to be solved.
• Gather information: Collect all relevant information about the problem, including data, technical specifications, and user requirements.
• Identify contradictions: Identify the conflicting factors that are causing the problem, such as the trade-off between cost and performance.
• Use the TRIZ tools: TRIZ tools like the contradiction matrix (in TRIZ Matrix terminology a problem is often called a contradiction) and the ideality formula will help you analyze the problem and generate potential solutions.

Contradiction matrix. Image by TRIZ.

• Develop solutions: Develop a set of solutions that address the problem.
• Choose the best solution: Select the most promising solution based on factors such as feasibility, cost, and potential impact.
• Implement the solution: Implement the solution, test it, and make any necessary adjustments.

Tips for practicing TRIZ:

• Be open to unconventional solutions. TRIZ encourages thinking outside the box, so don’t be afraid to consider unconventional solutions.
• Practice iterative design. Problem-solving and innovation is an iterative process. Keep using TRIZ to improve your solution continuously.

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