Ideate

Score concepts

Score concepts against the research, with a cited reason for every score.

How to do it

1. Pick two or more concepts and the research to judge them by.
2. Weight the criteria that matter most.
3. Take the winner into assumption mapping or a pre-mortem.

Tip. A score on an evidence criterion with no verified quote behind it is capped at 2.

What you need

Start from:

• At least 2 Concept

It is better with: Insight, HMW, Persona, Jobs to be done, Assumption map, Test report, Brief or Tensions.

What you get: Concept scorecard

A concept scorecard template has these sections:

• Scores
• Reasons
• Recommendation
• What would change the ranking

Where it fits

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

Usually comes after

• Ideate concepts
• Vary the concept

What to do next

• Write a readout

Templates that use it

• Double Diamond: A whole project, from understanding a problem to a tested answer.
• 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.