Idea Generation & Product Design

• Idea generation is also known as conceptualization.
• Introduction to product design.

Design Brief

• A written statement focused on the desired results of the design.
• Design briefs clarify the goals to be achieved by the final outcome.
• Design briefs are neither too specific nor too open.
• Design briefs are guides for designers, preventing diversion during the design process.

Idea and Concept

• Ideas are novel thoughts or mental expressions for some change in an existing situation.
• For example, pens that draw straight lines or blind men's sticks that guide them through audio signals.
• Concepts are more refined and detailed ideas or groups of ideas.
• For example, pens fitted with two rollers to guide the nib straight or sticks with sensors that activate an alarm if there is some hurdle.

Idea Generation Techniques

• Shifting the Problem Boundaries
• Brainstorming
• Morphological Chart
• Mind Mapping
• Mood Board

Shifting Problem Boundaries

• This is a way of clearing the mental blocks in the path of idea generation, especially when stuck.
• Sometimes, the design brief is too broad to come up with possible solutions.
• Sometimes, the design brief is constrained and narrow, preventing variety of solutions.
• Broader problem conceptualization examples include designing an Indian car, considering the budget, bigger families, road conditions, and parking issues.
• Narrower problem conceptualization examples include designing a new user-friendly identity card, or system for establishing identity, such as ID cards, code words, OTP, or bio-metrics.

Brainstorming

• Brainstorming is a technique for generating creative ideas for solution to a problem.
• This technique is generally used in groups, but can also be used individually.
• In the group, a leader defines the clearly problem, stating issues to be solved.
• Participants suggest and build on ideas suggested by others.
• Creativity must be explored, escaping established thinking patterns.
• Bizarre ideas may be converted into innovative and workable solutions.
• The problem or issue to be solved needs to be defined as a creative challenge.
• Groups must be formed with 4 to 6 members where possible and a facilitator.
• Ideas and building on others' suggested ideas must be discussed.
• Categories must be formed, choosing the two or three best ideas from each category.
• Ensure that everyone in the group is involved in the decisions of the solution.
• Groups rate (0-5 or 0-7 scale) selected ideas based on certain criteria.
• For example, "it should be cost-effective," "it should be easy to assemble/disassemble," "it should be locally manufactured,” and “it should be achievable within 6 months."
• The best idea is determined on the basis of the score obtained.

Brainstorming: Dos and Dont's

• Everything must be captured and noted, even if it feels useless to the idea.
• Do not evaluate.
• Do not criticize.
• Let one person speak up about their idea, then ask any questions after.
• Avoid negative comments.
• Encourage participation of people who look like they are not participating.
• Do not force participation or sequence
• Clarify doubts through questions, but pose questions that allow people to criticize indirectly ("Do you really think this can be achieved?").

Morphological Chart

• Morphological charts or design matrixes are methods of presenting and evaluating alternative ideas.
• They are used to organize and synthesize solutions from partial solutions systematically.
• Morphological chart allows for visualization of design space, identifying potential designs
• Morphological chart allows identification and exclusion of incompatible alternatives.
• Creating morphological charts entails a three-step process: functional decomposition, generation of multiple means, and combining means of accomplishing each function to form a single potential solution.
• A washing machine loosens dirt, separates it from clothes and removes it.
• The four step of using a washes machine is removing water and drying clothes.
• Washing machine features might include adding water, adding detergent with water, circular motions, vertical or horizontal rocking, rinsing with water.
• Washing machine can be used to remove water in various, such as suck the water, use a water jet or drain the water.
• A washing machine dries clothes by heating the air, spinning for too long or spinning with hot air.

Mind Mapping

• Mind mapping visually organizes information in the form of a diagram.
• A mind map is often created around a single concept, in the centre, to which associated representations like images, words, and parts of words are added.
• Major ideas are connected directly to the central concept, other ideas branch out.
• Mind mapping helps explore different dimensions related to the Concept.
• Mind mapping helps avoid missing any information being missed.

Mood Board

• A mood board is a collection of like-minded design examples that are organized and presented to accomplish tasks.
• Designers start collecting anything and everything that evokes/inspires ideas, is based on briefs and goals.