1. Packaging Design at Microsoft.
The Bookworm
KATIE OZAMIZ
Industrial Designer at Teague.
The Practitioner.
TREVIS KURZ

2. B”
THINK
OUTSIDE
THE
BOX!
“

5. EFFECTIVE BRAINSTORMING
H o w t o c r e a t e a p r o d u c t i v e a n d f r u i t f u l a p p r o a c h

6. Number of Original Ideas
Individual solo
ideation
Face-to-face
brainstorming
- L e i g h T h o m p s o n , C r e a t i v e C o n s p i r a c y : T h e N e w R u l e s o f B r e a k t h r o u g h C o l l a b o r a t i o n -
+40%

7. So, why brainstorm?

8. Expressiveness
Alex Osborn’s
Rules of
Brainstorming
No holding back, freely express any idea that comes to
mind.
No Criticism
Set aside all judgement and blame. No, “we’ve tried that
before”, or, “management will never go for that”
Quantity
Teams get bogged down with the pressure of quality. Aim
for a large number of ideas
Building
Everyone owns all the ideas, so all team members are free
to modify, extend, or build on the ideas of others.

9. So, why brainstorm?
collaborate

10. Generate
Ideas
Build
Alignment
Validate
Assumptions
Gather
Inputs
Many
reasons to
collaborate

11. The People
The Session

12. Build a diverse team
T O G E T M O R E C R E A T I V E ,
LEVEL
OF EXPERTISE
ROLE OR
PROFESSION
PERSONALITY
(INTRO & EXTROVERTS)

13. Align them to a common goal
T A K E T H A T D I V E R S E T E A M A N D
SESSION
GOAL

14. Freeriding:
“Someone else will do it”
>1% o f the po pulatio n do nates to public
radio and TV in the U.S.
Prescho o lers eat 30% mo re gra ha m cra ckers
in gro ups o f 9 tha n o f 3
Tipping in resta ura nts decrea ses a s pa rty
o f diners increa ses
(hence the a uto matic la rger pa rty tip)

15. Conformity
Peo ple a re co ncerned with what o thers think o f them so
they unco nscio usly cha nge their behavio r so a s to fit in
a nd be a ccepted, la rgely avo iding sta nding o ut.

16. Peo ple a re co ncerned with what o thers think o f them so
they unco nscio usly cha nge their behavio r so a s to fit in
a nd be a ccepted, la rgely avo iding sta nding o ut.
Pie-in-the-Sky ideas
Low-hanging Fruit
Sweet Spot
S o c r a z y,
k n o w i t
c a n ’ t
h a p p e n
K n o w s
e v e r y o n e
w i l l a g r e e .
S c a r y z o n e : i t m i g h t b e s t u p i d !

17. KEEP IT TO
5 OR LESS
K E E P I T S M A L L
A s y o u a d d p e o p l e t o t h e r o s t e r, y o u ’ l l
c r e a t e u n n e c e s s a r y d u p l i c a t e s , a l l o w
f o r m o r e f r e e l o a d i n g , a n d b r e a k d o wn
c o m m u n i c a t i o n q u a l i t y
NICE.

18. KEEP IT TO
5 OR LESS
K E E P I T S M A L L
A s y o u a d d p e o p l e t o t h e r o s t e r, y o u ’ l l
c r e a t e u n n e c e s s a r y d u p l i c a t e s , a l l o w
f o r m o r e f r e e l o a d i n g , a n d b r e a k d o wn
c o m m u n i c a t i o n q u a l i t y
Uh-oh.
LESS COMMUNICATION

19. KEEP IT TO
5 OR LESS
K E E P I T S M A L L
A s y o u a d d p e o p l e t o t h e r o s t e r, y o u ’ l l
c r e a t e u n n e c e s s a r y d u p l i c a t e s , a l l o w
f o r m o r e f r e e l o a d i n g , a n d b r e a k d o wn
c o m m u n i c a t i o n q u a l i t y
Woah!
EVEN LESS COMMUNICATION &
FREELOADING

20. BREAK UP
THE GROUP
K E E P I T S M A L L
T h i s h e l p s k e e p c l e a n e r
c o m m u n i c a t i o n l i n e s a n d g i v e s
f r e e l o a d e r s l e s s p l a c e s t o h i d e .
That’s Better.

21. The People
The Session

22. The Why: Objective

23. Preparation is key

24. SessionPrep Analysis
T I M E I S W E I G H T E D T O T H E S E S S I O N I T S E L F
Common approach to
workshops

25. SessionPrep Analysis
T H E S U C C E S S O F Y O U R S E S S I O N L I E S I N T H E P R E P A R A T I O N
Prep is the most important part

26. Stick to the Morning
We have more willpower &
patience
There is no “most creative time of the day”, but we need patience
and ability to collaborate moreso than creativity

27. Timing of Sessions
People tend to fill the time that they have, not
necessarily maximizing and becoming better with more
time.

28. Use a hybrid structure
Brainwriting Groupwork
Alone first, then in groups. This keeps bias from
creeping into the individual thinking. Also allows for you
to flow organically into groupwork.

29. Stimuli / Priming
Materials
Cognitive
Stimulation

30. Exercises
• Brainwriting vs
groupthink
• Structure and
rules

31. Test it
Timing
Clarity
Get comfortable

32. Prepare
Materials
W H A T D O I N E E D ?
T h e e x a c t s u i t e o f m a t e r i a l s wi l l
d e p e n d o n y o u r s e s s i o n e x e r c i s e s .
Stimuli
C a n b e v i s u a l s , wo r d s ,
t a n g i b l e o b j e c t s , e t c .
Supplies
P e n s , p a p e r, p o s t - i t s , d r y
e r a s e b o a r d s o r m a r k e r s ,
e t c .
Space
E n s u r e y o u h a v e t h e r i g h t
t a b l e s e t u p a n d e n v i r o n m e n t
Swag
H a n d o u t s o r wo r k b o o k s a d d
p r o f e s s i o n a l i s m a n d m a k e
t h e wo r k m e m o r a b l e .

33. Thank you!

34. Appendix

35. B R A I N S T O R M
W O R K S H O P C O L L A B O R AT I O N

36. Stay Focused on the task
Paul Paulus’s
Additional
Rules of
Brainstorming
Don’t tell stories or explain ideas
When no one is suggesting an
idea, restate the problem and
encourage ideas
Encourage those who are not
talking to make a contribution

37. LEADPLAN ANALYZE
1 2 3
PEOPLE NEED STRUCTURE
Identify Objective
Decide on Format
Choose attendees
Structure the
session
Moderate
Motivate
Record/capture
Synthesize
Socialize

38. LEADPLAN ANALYZE
1 2 3
PATHWAY TO SUCCESS
Identify objectives
Decide on Format
Choose attendees
Structure the
session
Create swag
Moderate
Motivate
Record/capture
Synthesize
Socialize

39. Align your
Team
Define your
Scope
Generate
Ideas
1. Keep team to 5 or less
2. Combine individual & group
work
3. Prepare exercise(s)

40. MORE
PEOPLE
MEANS
MORE
PLANNING
I T ’ S L I K E A P A R T Y
A n d c l i e n t - f a c i n g wo r k wi l l n e e d
m o r e p r e p a r a t i o n t h a n i n t e r n a l o r
c o r e t e a m wo r k .
TIME
DO UBLE DATE
AUDIENCE SIZE
W E DDING
HOURSMONTHS

41. 1.5 HOUR SESSION
15 MIN
BRAIN WRITING
10 MIN
INTRO
15 MIN
GROUP EXERCISE
20 MIN
EVAL &
REFLECTION
15 MIN
GROUP EXERCISE
Simple Single Session

42. Dual Session with Incubation
1/2 HOUR
SESSION
15 MIN
GROUP EXERCISE
20 MIN
EVAL & REFLECTION
INTRODUCE
PROBLEM &
OBJECTIVES
5-7 DAYS INCUBATION 45 MIN SESSION
INDIVIDUAL WORK

43. SUBTRACT A CORE
PRODUCT
FEATURE. ASK THE
GROUP:
A N E X E R C I S E T O T R Y :
What problem might this solve?
Is there a new benefit?
Is there a different consumer
group this might serve?

45. Resources for more exercises:
Inside the Box: A Proven System of Creativity for Breakthrough Results
- By Drew Boyd & Jacob Goldenberg -
The Field Guide to Human Centered Design : Design Kit
- Published by IDEO.org -

46. Generate
Ideas
Align your
Team
1. Recruit a high-level team
2. Research
3. Create a journey toward your
goal
Define your
Scope

47. Reach out. Discover your team organically.
R e a c h o u t t o y o u r s t a k e h o l d e r s t o u n d e r s t a n d t h e i r i n p u t s . A t s o m e p o i n t , y o u ’ l l n e e d t o b r i n g t h e m t o g e t h e r .

48. WE NEED
ALIGNMENT
”A t s o m e p o i n t , i t b e c o m e s m o r e e ff i c i e n t t o
h a v e e v e r y o n e i n t h e s a m e r o o m .
Marketing
Engineering
Program
Mgmt.
Design
“

49. WHAT DO
YOU
NEED?
F I R S T D E F I N E :
T h i s g i v e s u s o u r d e s t i n a t i o n
1.
DEFINE
DESIRED
OUTPUT

50. HOW WILL
WE GET
THERE?
N E X T T H I N K A B O U T
T h i n k a b o u t e x e r c i s e s t h a t wi l l
g e t wh a t y o u n e e d f r o m y o u r
a u d i e n c e .1.
DEFINE
DESIRED
OUTPUT
2.
BUILD A
PATH

51. General

52. Electronics
Miscellaneous

53. E-Commerce
Web

54. Arrows
Location
Weather