This document provides guidance on ideation techniques for generating new ideas. It begins by recommending defining a focus area based on customer needs. It then lists over 20 different brainstorming and ideation methods such as word association, brainwriting, role playing, etc. A few example techniques are described in more detail: word association to keep the ideas flowing, brainstorming to encourage diversity, and negative brainstorming to change perspectives. The document encourages behaviors like building on others' ideas, documenting all thoughts, and basing ideas on user needs. It warns against criticizing, waiting for turns, or overanalyzing too early. The process involves mapping ideas to insights, calibrating and defining, selecting ideas based on evaluation criteria

1. Ideation

2. BEFORE YOU START
Define your focus area
based on customer needs,
behaviours, driving
forces or expectations.

3. Which methods
are you familiar with?

4. REMEMBER THE FUTURE
VISUAL CONFETTI
NEGATIVE BRAINSTORMING
BUGLISTING
6 THINKING HATS
WORD ASSOCIATION
8 IDEAS, 8 PERSPECTIVES
TOP OF MIND
THE RELAY IDEATION TECHNIQUE
BODYSTORMING
EVERYTHING IS POSSIBLE
WHAT WOULD JESUS DO?
GREEN FILTER
6-3-5
BRAINSTORMING
BRAINWRITING
ROLE PLAYING
LIMIT YOURSELF

5. REMEMBER THE FUTURE
VISUAL CONFETTI
NEGATIVE BRAINSTORMING
BUGLISTING
6 THINKING HATS
WORD ASSOCIATION
8 IDEAS, 8 PERSPECTIVES
TOP OF MIND
THE RELAY IDEATION TECHNIQUE
BODYSTORMING
EVERYTHING IS POSSIBLE
WHAT WOULD JESUS DO?
GREEN FILTER
6-3-5
BRAINSTORMING
BRAINWRITING
ROLE PLAYING
LIMIT YOURSELF

6. EXAMPLES
1. WORD ASSOCIATION (KEEP UP THE PACE)
2. BRAINSTORMING (DIVERSITY)
3. NEGATIVE BRAINSTORMING (FLIP MINDSET)
4. TOP OF MIND (RELEVANCE)
5. GREEN FILTER (SUSTAINABILITY)
6. THE RELAY IDEATION TECHNIQUE (MOVE FORWARD)

7. DO’S & DON’TS DURING IDEATION
Allow:
•
DEVELOPING OTHERS IDEAS
– No idea is personal. Share ideas.
•
PRODUCE A LOT OF IDEAS!
– During ideation quantity equals quality.
•
DOCUMENT/VISUALIZE ALL YOUR IDEAS
– Make sure that you always have access to paper, post-its and
pencils in order to ”capture” all your ideas.
•
•
BASE IDEAS ON REAL USER NEEDS!
SHOOT!
– Be spontaneous, impulsive and speak before you think!

8. DO’S & DON’TS DURING IDEATION
Avoid:
•
CRITIZING AND EVALUATING
– Do not say ”No…” or ”But…”, instead say ”Yes and…”
•
•
AN ONE-PERSON SHOW
WAITING FOR YOUR TURN
–
Do
not
raise
your
arm
and
wait
for
your
turn,
make
sure
your
ideas
get
out
there!
•
ANALYZING AND INTELLECTUALIZING
– In this early stage of the process any ideas are possible.

9. ––––––––––––––––––––––––––––––––––––––––
1. WORD ASSOCIATION
2. BRAINSTORMING
3. TOP OF MIND
––––––––––––––––––––––––––
4. MAP THE IDEAS
TO YOUR INSIGHTS
5. CALIBRATE,
DEFINE
––––––––––––

10. SELECTION
AGREE ON EVALUATION CRITERIAS BASED ON YOUR INITIAL FOCUS AREA
Examples:
• Possibility to realize
• Innovative
• Resource efficiency
• Profitable
• Customer relevance
• Customer experience

11. VISUALIZE THE IDEAS

12. Triggers

13. WHY TRIGGERS
Use visual materials both
to trigger a conversation
and to test your ideas.

14. Simple
Quick
Dirty

15. What if ...?

23. DURING CONVERSATION
•
IDENTIFY NEW CUSTOMER INSIGHTS
Behaviours
Needs
Driving forces
Knowledge
Expectations
Dreams
• EVALUATE YOUR IDEA

24. Listen
Understand
Encourage storytelling

25. Why?

26. Why?
Why?
Why?
Why?
Why?
& Why?

27. Try, try, try!
Do, do, do!
Involve!

28. Good luck!
Have fun!