Gestão de Inovação e

Design Thinking/Innovation
Management and Design Thinking
2023/24
Joana Mendonça
[email protected]
IDEATION
Inspire Ideate Implement

Frame
Opportunities
Brainstorm
Ideas

21
 REAL LIFE
AND REAL
DESIGN
THINKING
ARE MESSY

10/11/23 48
 DIVERGENT
AND
CONVERGEN
T THINKING

10/11/23 49
 • Before ideation, each team member must prepare for
ideation with the user research, other information
gathered, and the criteria established in the reframed
problem definition.

• What questions do I have about the research

PREPARING FOR findings?

• What does a research finding remind me of and why
DIVERGENT might that be significant in finding a solution?
• What research findings seem to contradict or conflict
THINKING with other research findings?
• Which are the research findings that would seem to
(IDEATION) most limit the possibilities of a solution? Which
findings are the least restrictive?
• Is there any other information that the team needs to
gather?

• Write down any preliminary ideas you have for a team

discussion.

10/11/23 50
JOURNEY MAP
A visualization of a customer’s objectives, needs,
feelings and barriers before, during and after the
experience
 Ideation: What it really
means
• Ideation is the creative
• Ideation process
is the of
creative process of
generating new ideas, after identifying a
generating new ideas, after
well defined and articulated
identifying a well defined and
challenge/problem.
articulated
• It’s a strategy challenge/problem.
to transition from
identifying problems to creating
• for
solutions It’susers
a strategy
by workingtointransition
groups. from
identifying problems to creating
• “Ideate” is the third phase of the
solutions
design thinking process.for users by working in
groups.

• “Ideate” is the third phase of the

design thinking process.
Are you a creative person?
 Creativity is a natural part of human
thinking and behavior.
For many of us, it is blocked
but it can be unblocked

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Universidade Nova de Lisboa
TED Talks Sir Ken Robinson: Do schools kill creativity?
 We can ALL develop

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Ins$tuto Superior de Esta1s$ca e Gestão de Informação
Practicing and training
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 Not being afraid to fail
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 WE ALL HAVE TONS OF IMAGES AND MEMORIES
STORED IN OUR BRAIN

Good IDEAS don’t start from nothing,

they are the result of pre existing ideas combined
with different situations
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What is the Ideate Mode?
• You ideate by combining your conscious
and unconscious mind. You combine your
rational thoughts with your imagination. The
following techniques are the most essential
techniques, which can help you and your
team ideate
• Goal
Generating a broad set of ideas on a given
topic, with no attempt to judge or evaluate
them
• Strategy
Transition from identifying problems to
creating solutions for users by working in
groups
 1. Tactile Activity- Legos or building blocks – keep some at your desk. The
act of making something with your hands can spark creative thoughts.

2. Doodling with Purpose- On a sheet of paper, draw a random shape. Keep

adding to it. Give the thing a name. Rotate the doodle 180 degrees and
give it another name. Repeat. In this way you are forcing your brain to see
things differently.

Ways to 3. Word Play - By making portmanteau words or scrambling words. You can

Boost either use Scrabble letter tiles or take any two words that come to mind
and find ways of combining them directly - a portmanteau word or
scrambling the parts completely to come up with either a real or a
Creativity ridiculous word.

4. Do Something Boring or Tedious- Tidy a desk or a drawer, wash and dry

some dishes, sweep or vacuum the floor – research shows that if we do
something boring our brains want to get busy with something else – it’s
why we sometimes have surprising ideas at such times.

5. Stare Off Into Space ... on purpose – Master the art of focusing off in the
distance and emptying your mind. It can allow the mind freedom to
wander to unexpected places.
10/11/23 64
 6. Listen or Watch with Purpose - Listen or watch EVERYTHING and notice
patterns. The act of hyper observation forces the brain to concentrate and
notice things it normally glosses over.

7. Make Lists of Opposites of the thing you want to resolve – another way to
force the brain to consider differences. For example, if you’re fixated on
finding a name for something, describe it in a word or two and then list as
Ways to many opposites to that idea as you can.

Boost 8. Play Music You Don't Love - Make a playlist of music you have played the
least. You liked it enough to load it there, but by playing less familiar music,
Creativity you’re forcing your brain into a place that is less known and therefore more
like to encourage creative thinking.

9. Use All Five Senses - to describe any object on your desk – examine an
everyday object by using all five senses

10. Notebook - Keep notebook

10/11/23 65
 7 rules from IDEO *
• Defer judgment. You never know where a good idea is going to come from. The
key is make everyone feel like they can say the idea on their mind and allow others to
build on it.
• Encourage wild ideas. Wild ideas can often give rise to creative leaps. In thinking
about ideas that are wacky or out there we tend to think about what we really want
without the constraints of technology or materials.
• Build on the ideas of others. Being positive and building on the ideas of others
takes some skill. In conversation, we try to use "and" instead of "but."
• Stay focused on the topic. Try to keep the discussion on target, otherwise you can
diverge beyond the scope of what you're trying to design for.
• One conversation at a time. Your team is far more likely to build on an idea and
make a creative leap if everyone is paying full attention to the person sharing a new
idea.
• Be visual. In live brainstorms we write down on sticky notes and then put them on
a wall. Nothing gets an idea across faster than drawing it. Doesn't matter if you're not
Rembrandt!
• Go for quantity. Aim for as many new ideas as possible. In a good session, up to
100 ideas are generated in 60 minutes. Crank the ideas out quickly and build on the
best ones.

10/11/23 66
 IDEATION METHODS
• Review the Research
• Brainstorming: A common strategy where groups build on the ideas of others. Wild
idea generation may help you break out of stale thinking or of an unacknowledged
set of assumptions about the problem. Some people criticize brainstorming as
ineffective, but when used properly it is a good method to get ideas flowing.
• Note and Vote: Individual team members to sit and write down ideas and share
the best ones with the rest of the team. The team then votes on which ideas to
carry forward.
• Brainwrite: Each member writes down their ideas on paper. Then, each person
passes their piece of paper to another person, who will elaborate on the ideas.
After a few minutes, team members pass the papers to yet another person, who
elaborates, and so on. After 15 minutes or so, collect the papers and post them for
discussion.
10/11/23 67
 IDEATION METHODS
• Worst Possible Idea: This method helps re-energize a tired team or provides a fun way of
getting started. Some people refer to this as "reverse brainstorm." Rather than finding a
good solution, team members identify the worst possible ideas or even ways of causing or
worsening the problem you're trying to solve. Finding the worst possible solution can
relieve the stress and scrutiny involved in ideating good suggestions.
• Mindmap: This is a technique in which participants draw a web of relationships. Write a
problem definition or a key phrase in the middle of a large piece of paper or a whiteboard.
As team members have ideas, write those on the same page in a location that indicates
how this new idea is related to the others. After that, begin to connect associated ideas by
drawing lines.
• SCAMPER: (Substitute/Combine/Adapt/Modify/Put to another use/Eliminate/Reverse):
This set of seven action words helps groups generate more ideas or think about ideas in a
new way.

10/11/23 68
Worst possible idea
• Worst Possible Idea is a highly effective
method that you can use to get the creative
juices flowing and help those who are not so
confident in expressing themselves by flipping
the brainstorm on its head. It’s a lot of fun too.
Instead of going for good ideas and putting the
pressure on, call for the worst possible ideas
your team can come up with.
• Doing this relieves any anxiety and self-
confidence issues and allows people to be more
playful and adventurous, as they know their
ideas are most certainly not going to be
scrutinised for missing the mark. It's way easier
to say, “hey, no that's not bad enough” than the
opposite
Storyboard

• Stories are a key medium for • Storyboarding can help you bring a situation to
communication, learning, and exploring. life, it can show what happens over time, and explore
Storyboarding is all about developing a the dynamics of a situation. You can use
visual story relating to the problem, storyboarding after having empathised with people
design, or solution which you want to in order to better understand their lives. You can
explain or explore. draw out their stories.

• Develop a coherent storyline with actors and a

• Create scenarios consisting of pictures and
plot. Try to build tension and include unexpected
quotes from users. If you are developing
surprises in your story. Evoke emotions and show
ideas, you may then seek to play with
struggle and by the end learning and solving the
different scenarios to see where they go.
tensions and leaving the user satisfied
 BRAINSTORM is one of the
Brainstorming most efficient ‘creation’ tool

• BRAINSTORMING is a technique that was

created by Alex Osborn, an American advertiser
that wrote several books about creativity in the
40’s.
• Like any other activity, creativity requires
practice to achieve good results

In a brainstorming session, you verbally bounce

ideas off of each other in the hopes of finding a
blended solution
 Produce a large number of ideas

Generate ideas quickly

Expand your portfolio of alternatives

Brainstorming
is an effective Inject insights from a broader group

way to:
Build enthusiasm

Solve tricky problems

Improve team collaboration

 For an efficient BRAINSTORM
Space Space
For an efficient • It is necessary to have a large table or an area where the team can
It is necessary to have a large table or an area where
BRAINSTORM see and listen easily to the others.
the team can see and listen easily to the others.
• Vertical free areas are important to receive ideas Same material to
Vertical free areasallare important
– markers, to receive ideas
post-its...
Same material to all – markers, post-its…

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 For an efficient BRAINSTORM
For an efficient
Trust
Trust
• For a successful brainstorm, all the members involved
BRAINSTORM need to be all
For a successful brainstorm, comfortable to express
the members their
involved ideas
need
to be comfortable to express their ideas

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 For an efficient BRAINSTORM
For an efficient
Trust
Time
• Usually short in time to work faster and generate more
BRAINSTORM ideas
For a successful brainstorm, all the members involved need
to be comfortable to express their ideas

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 For an efficient BRAINSTORM
Multidisciplinary teams
For an efficient
Trust
• The result of different people thinking together is always very
rich. That way, it is possible to reach complementary ideas
BRAINSTORM instead ofall
For a successful brainstorm,
persons.
debating similar points
the members of view
involved proposed by similar
need
to be comfortable to express their ideas

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 AND IF?
THINK OUTSIDE THE BOX

Crazy ideas
Super heroes?
With all the world’s money?
Without any money?
The opposite?
Apple?
Google?

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Actions that maximize the value of ideas
Help us to think from different angles
• Modify - Change the idea in terms of value. Which point has more importance and
which point needs to be improved? You can maximize or minimize certain points.
• Simplify - Try to summarize the idea by erasing a few aspects that are less relevant.
• Change - Which points can be changed in order to have a better experience?
• Combine - What about combining different independent ideas to create just one
solution?
• Rearrange - Organize the ideas in a different order to create positive surprises.
• Adapt - Inspiration in situations already known to improve the central idea. Different
context, propose or use.
• Invert - Invert the meaning to stretch the impact of the idea. Invert the functions or the
process and see how it works
 IDEAS are like BALLS in a pool
The more you have
The more fun you can have

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