When I’m faced with the task of redesigning a web page or process, it’s not as simple as waving a magic wand and instantly having a new, brilliant design materialize in front of me. Nor do I rely solely on standard design patterns and blindly apply them. As a Product designer, I know that following design standards is important for facilitating interface learning, but these patterns may not always provide the complete solution for unique UI challenges. I need a systematic approach to my everyday design activities to ensure I produce high-quality designs and effectively solve usability problems.

At the heart of my design process is ideation, which is generating a broad set of ideas on a given topic, with no attempt to judge or evaluate them. While the ultimate goal of ideation is to produce a high-quality design that solves a specified problem, my focus during ideation is on quantity rather than quality. I know that the more ideas, the better, as a broad pool of options increases the likelihood of finding a seed for a great design solution.

Ideation is the process of generating a broad set of ideas on a given topic, with no attempt to judge or evaluate them.

I often associate ideation with the term “brainstorming.” Technically, brainstorming is one type of ideation, which has been formalized as a process by Alex Osborn in his book “Applied Imagination.” I find that Osborn’s guidelines for brainstorming, such as going for quantity, welcoming crazy ideas, and encouraging building off ideas, also work well for many other ideation techniques.

The process of ideation can take various forms for me. I can do it alone or in a group, and the session can be short or span several hours. It could be a one-time event or a recurring meeting, and it can be as formal or informal as needed. There are no limits to the types of problems or design challenges that can benefit from ideation, ranging from large undertakings like adding a new product feature to small tasks like redesigning a specific portion of a single web page.

There are three main characteristics of every ideation session for me. Firstly, I make sure that I do not evaluate ideas during the session. The critical characteristic of ideation is that all judgment is postponed, creating a safe environment where every participant feels comfortable contributing without fear of being evaluated. I know that evaluation can stifle creativity and limit the flow of ideas. Secondly, I record all ideas and document the session. I may take notes with paper and a pencil, or use supplies like whiteboards, sticky notes, or other materials to capture ideas before they dissipate. These artefacts serve as tangible records of all thoughts within the session and ensure that no idea is forgotten or dismissed when it’s time for evaluation. Moreover, having these artefacts visible during the ideation session can also serve as inspiration for generating more ideas. Lastly, I encourage collaboration to spur diverse ideas. While I can certainly ideate successfully on my own, I find that working with a group often results in a greater number and variety of ideas. This could mean inviting one other person or a multidisciplinary team to participate in the ideation session. While a large group runs the risk of becoming unwieldy, I know that a diverse set of backgrounds, experiences, and areas of expertise can produce a wider range of ideas. Allowing others to share their ideas in an open environment also has team-building benefits and can strengthen buy-in for the final design, as everyone has had the chance to contribute.

As a Product designer, whether I’m working formally or informally, individually or as part of a team, ideation is an integral part of my design process. It’s not just about generating the next “big idea,” but it’s something I practice whenever I face any design problem, regardless of its size.

I’ve learned that avoiding early evaluation of ideas allows me to open my mind to deeper exploration, leading to more innovation and insight. I understand that the first idea I come up with is unlikely to be the best solution, so I give myself the space and time to continue dreaming up more ideas. I cast a wide net and explore multiple possibilities to uncover the optimal solution.

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