Better Ideas Faster
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Transcript of Better Ideas Faster
How to Brainstorm more effectively
How DesiGn conference / 06.08.10
t: @cHanGeorDer / e: [email protected] / BloG: cHanGeorDerBloG.com
better ideas faster
David sherwin, frog design
Brainstorms at inDeX by @boetter / 49915119 cc license share remix on flickr
better ideas faster
quantity breeds quality
from Understanding Comics by scott mccloud — read this!
quantity plus qualitybig ideas, low fidelity
better ideas faster
nixie clock by randomskk / 3535050466 cc license share remix on flickr
better ideas faster
quantity plus qualitybig ideas, low fidelitydesigning your deadlines
at tHe very last minute
just enough ideas
some otHer conference
proBaBly runninG late
some other Guy
1 2 3 4
identify your client’s actualproblems
strateGy
better ideas faster
what business problem are you trying to solve?
we’d like you to create a new logo and color palette for our restaurant…
?
stated marketing and design needs are symptoms of larger, systemic business problems.
we’d like you to create a new logo and color palette for our restaurant…
why?
problems live in different orbits within a client organization.
Marketing + brand strategy
Design strategy
Tactics
?
?
?
?
?
?
?
??
Business problems
Marketing + brand strategy
Design strategy
Tactics
?
?
?
?
?
?
?
??
Business problems
problems live in different orbits within a client organization.
we’d like you to create a new logo and color palette for our restaurant…
?
Business proBlem
sales have dropped 20% over this past year. what should we do?
we’d like you to create a new logo and color palette for our restaurant…
?
?
?
?
?
our signage is hard to read—should we try and redo it?
we need a more effective website to attract new customers?
our service and menu needs to be improved?
should we consider search engine ads?
Business proBlem
sales have dropped 20% over this past year. what should we do?
you should be thinking outside the box, but inside the strategy.
!BrainstorminG tip #1
1 2 3 4
turn those problems into ideation questions
articulation
better ideas faster
how many designers does it take to screw in a lightbulb?
sales have dropped 20% over this past year. what should we do? not a DesiGn proBlem
we want a new identity system for our restaurant.
!
!
!
we need to redo our signage, it’s hard to read.
we need a more effective website to attract new customers.
Business proBlem
sales have dropped 20% over this past year. what should we do?
sales have dropped 20% over this past year. what should we do? not a DesiGn proBlem
can you create a new identity system for our restaurant? not a DesiGn proBlem
we want a new identity system for our restaurant.
!
!
!
?
what is the essence of this new restaurant identity?
Business proBlem
sales have dropped 20% over this past year. what should we do?
sales have dropped 20% over this past year. what should we do? not a DesiGn proBlem
can you create a new identity system for our restaurant? not a DesiGn proBlem
a DesiGn proBlem!
What is the essence of this new restaurant identity?
what metaphors provide the appropriate meaning for the new identity?
Articulating a design problem will suggest related questions that can be answered by design.
iDeation Questions
what emotions would a person feel when s/he encounters the new identity?
what metaphors provide the appropriate meaning for the new identity?
iDeation Questions
Articulating a design problem will suggest related questions that can be answered by design.
How does motion—online & in the real world—support the meaning of this new identity?
what emotions would a person feel when s/he encounters the new identity?
what styles of typography would best support this feeling?
what metaphors provide the appropriate meaning for the new identity?
what textures and graphic elements would best support this feeling?
what color schemes best express the agreed-upon meaning & emotion?
what materials would best express the meaning & emotion in print?
what style of photography or illustration supports the meaning you’d like to convey?
iDeation Questions
DesiGn eXecution
Articulating a design problem will suggest related questions that can be answered by design.
!
!
!
?
what kind of website functionality would encourage repeat business?
we need a more effective website to attract new customers.
?
Business proBlem
sales have dropped 20% over this past year. what should we do?
Starting with the right questions will steer you towards the right answers— by design.
!BrainstorminG tip #2
1 2 3 4
Brainstorm using ideation questions and timeboxing
iDeation
better ideas faster
what is timeboxing?
short, structured sprints to reach stated ideation goals
20 mins
Brain-storm
BiG iDeas
how timeboxing works
David sherwin / challenge: technoyoga / time limit: 120 min / this page: first 3 timeboxes
20 mins 40 mins
Brain-storm
BiG iDeasevaluate
Determine app
content
how timeboxing works
David sherwin / challenge: technoyoga / time limit: 120 min / this page: first 3 timeboxes
20 mins 40 mins
final clean
sketcHes
Brain-storm
BiG iDeasevaluate
Determine app
content
rouGH wire-
framesevaluate
60 mins 80 mins 100 mins 120 mins
evaluaterefineD
wire-frames
visual DesiGn
tHinkinG
how timeboxing works
practice makespermanent
why timeboxing works
anXiety
BoreDom
SKILLSlow HiGHer
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evaluateBrain-storm
BiG iDeas
Determine app
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why timeboxing works
reaD cHallenGe
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anXiety
BoreDom
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Brain-storm
BiG iDeas
Determine app
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rouGH wireframes
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visual DesiGn
dia
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the more time you provide yourself during a brainstorm, the less likely you’ll be able to focus.
!BrainstorminG tip #3
timeboxing + brainstorming methods
using new and unusual brainstorming methods in timeboxes prompts novel ideas
mind mapping
visualizing connections between seemingly disparate pieces of information
sean Baker, pictoric, and lenny vella, ’peeps creative / challenge: free association / time limit: 60 min
sean Baker, pictoric, and lenny vella, ’peeps creative / challenge: free association / time limit: 60 min
word listing
an alternate type of mind map with more structure and faster results
mark notermann / challenge: out of Gamut / time limit: 60 min
One important goal of this mark is to communicate an aspect of colorblindness to normally-sighted people. The website <http://www.vischeck.com/vischeck/vischeckImage.php> has a utility to test for colorblind perception. These screenshots are from tests based on the two most common types of colorblindness.
mark notermann / challenge: out of Gamut / time limit: 60 min
picture association
collaging together found images to spark new design ideas
Jarred elrod / challenge: never tear us apart / time limit: 60 min
brutethink
forcing connections between your area of focus and a totally unrelated word
matt mcelvogue, frog design / sketched this last time i presented this talk
idea inversion
taking an idea and envisioning its exact opposite—this isn’t easy!
Jessica thrasher / challenge: opposites attract / time limit: 60 min
freeform sketching
drawing pictures, words, and layout ideas in an free-form, associative way
meta newhouse, newhouse Design / challenge: one line logo / time limit: 30 min
meta newhouse, newhouse Design / challenge: one line logo / time limit: 30 min
role playing
act out how a product, service, or event would influence consumer behavior
Donnie Dinch, meg Doyle, claire kohler, mark notermann / challenge: touch screen of Deaf rock / time limit: 60 min
deconstruction
tear apart the bits and pieces that make up an existing design, then quickly reassemble them
David sherwin / challenge: i’m feeling really, really lucky / time limit: 60 min
future- casting
remove all reality constraints, working backward from what’s impossible to what’s possible
mark notermann / challenge: future-casting / time limit: 60 min
10x10
sketching in one hour at least one hundred doodles, which are then analyzed for novel ideas
David sherwin / challenge: 10x10 / time limit: 60 min
By settingimpossible goals, you’re more likely to create ideas that are truly unexpected.
!BrainstorminG tip #4
30 days in 30 minutes
a method for learning to timebox as a teamthree timeboxes: 8 minutes ideation / 2 minutes critiqueone person is “the client,” everyone else designs
Donnie Dinch, meg Doyle, claire kohler, mark notermann / challenge: storybook ending / time limit: 30 min
Donnie Dinch, meg Doyle, claire kohler, mark notermann / challenge: storybook ending / time limit: 30 min
1 2 3 4
Connect existing ideas to discover better ones
syntHesis
better ideas faster
idea clustering
group and merge ideas, seeing which ones enhance the others around them
scamper
Substitute somethingCombine it with something elseAdapt something to itModify or magnify itPut it to some other useEliminate somethingReverse or rearrange it
—alex osborn & Bob eberle
Don’t fall in love with your first ideas. act like you’re speed dating until you run out of time.
!BrainstorminG tip #5
best practicesbetter ideas faster
Capture big ideas with simple tools first.
as the fidelity of an idea increases, you’re not brainstorming. you’re executing a design.
almost a year of post-it notes
from Dawn lozzi’s desk at
frog design—can you guess
how many are here?
Keep a toolkit for your daily sketching needs.
all you need is a pencil and an eraser, but a sharpie or two doesn’t hurt…
this toolkit is from leah Buley at adaptive path.
the blue pencil can be used for reference sketching,
then photocopied without showing up. the red and
warm gray markers are good for highlights.
Express your ideas in ways that travel beyond the page.
sing, dance, paint, act—use motion to create new perspectives on plain old words and pictures.
Designer scott scheff and i created a 30-second commercial for a fictional
record store in nyc—with a flip HD camera and a glue-huffing puppet oD’ing
while listening to the pixies’ “wave of mutilation.” Deadline: 30 minutes.
Write it, then draw it. (Or vice versa.)Get it all down. pictures hold more information—and possible interpretations—than anything ever said out loud.
graphic facilitation by emily chang / 2591901494 share + remix cc on flickr
Sketch like a designer, not like an artist.
you can sketch a comp in a matter of a minute or two that adequately expresses any design idea. (not the execution!)
Designer Jake rae created this sketch in a
few minutes for a in-class challenge. is any
other information necessary to convey what
the execution would require?
parting thoughts
intuitiondeepens with practice
intuition doesn’t come from rote repetition
intuitionfuels great design
“ plans are no substitute for the real thing… Process is a means to an end.our purpose is to create.”
— mark rolston, frog design
Questions?
David [email protected]
@changeorder
slides for this talk
will be posted to
changeorderblog.com
Creative Workshop is out november 2010
from How Design press
Better ideas faster | ©2010 David sherwin
all rights reserved.