Ideate

Vary the concept

Push one concept in several directions and get a card for each variant.

How to do it

1. Pick the concept, and the axes to vary it along.
2. Read the variants side by side.
3. Score them against the research.

Tip. Variants that work the same way as another are dropped, so each card is a real alternative.

What you need

Start from:

• Concept

It is better with: HMW, Persona, Insight, Opportunity tree or Product matrix.

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

• Ideate concepts

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
• Score concepts
• Write copy options

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.