Design Thinking
Key question
Which idea shall we take forward?
After opening comes closing: from many ideas, we select, combine and condense. Good selection is reasoned and transparent, not simply a matter of taste.
Learning objective: You are able to evaluate and select ideas using suitable methods, and refine them into a concept.
Choice requires criteria.
6.1 / Rate
Multiple methods, multiple perspectives.
Three simple methods will help you choose:
01
Points enquiry
Everyone silently distributes a limited number of points. This quickly highlights the favourites.
02
NUF test
Each idea is evaluated on whether it is new, useful, and feasible.
03
Impact and effort
What delivers great value for little cost?
Teams do not always make rational decisions: the first idea acts as an anchor, loud voices dominate, and groups tend to conform to the majority. Silent, simultaneous voting reduces such effects. Find out more in Design Psychology, Section 7.2.
Vote silently first, then discuss.
6.2 / Impact and effort
High impact, low effort first.
The impact-effort matrix categorises ideas into four quadrants: quick wins with high impact and low effort, major projects with high impact and high effort, fill-ins with low impact and low effort, and time wasters.
The assessments are the team's estimates. A prototype will show later whether they are accurate.
Quick wins first, drop the time-wasters.
6.3 / Concept
An idea becomes a concept.
The selected idea is developed into a concept. A concept profile outlines the key points:
01
Title
A short, memorable name.
02
For whom
Which persona, which situation?
03
Benefits
Which need is fulfilled?
04
How it works
How does it work, in three sentences?
Often, the best concepts emerge when elements of multiple ideas are combined.
A concept fits on one page.
Exercise
Select and condense
Task: Choose a concept from your ideas.
STEP 1
Cluster the ideas from Module 05 and combine similar ones.
STEP 2
Do a silent dot-voting session with three dots per person.
STEP 3
Map the favourites on the impact-effort matrix.
STEP 4
Write a concept profile for the chosen idea.
Evaluation: Would the discussion have led to the same result without a silent vote?