Ideate

Ideate concepts

Generate ideas for a how-might-we and shape the best into a concept.

How to do it

1. Sketch many ideas fast (Crazy 8s works well).
2. Pick one and write a one-line pitch.
3. List how it works and which HMW it answers.
4. Name the riskiest assumption.

Tip. Include a persona as an input to keep ideas tied to a real person.

What you need

Start from:

• HMW, Opportunity tree or Brief

It is better with: Persona, Product matrix, Insight or Jobs to be done.

What you get: Concept

A concept template has these sections:

• Pitch
• How it works
• Addresses
• Risks

Where it fits

• Develop (Double Diamond): Explore many answers, then pick the strongest.

Usually comes after

• Write how-might-we statements
• Map opportunities
• Write a project brief

What to do next

• Map assumptions
• Build a prototype
• Write a handoff spec
• Write a readout
• Audit the evidence
• Review as stakeholders
• Run a pre-mortem
• Vary the concept
• Score concepts
• Write copy options

Templates that use it

• Double Diamond: A whole project, from understanding a problem to a tested answer.
• Assumption-led (Lean UX): You already have an idea. What could sink it?
• Continuous discovery: A product team learning every week towards one outcome.
• Design Thinking: Empathize, define, ideate, prototype and test, in the classic five modes.
• Design Sprint: Five days from a big question to a prototype tested with real people.