Design Thinking and Creativity for

Innovation
21UCT101

Design Thinking and Creativity for Innovation DISCOVER . LEARN . EMPOWER

 Ideate
CO Title Level
Number

CO1 To extend the basics of design thinking and creativity for Understand 
innovation.

CO2 To relate the concept of design thinking in job & business Apply
scenario.  
CO3 To devise methods to solve business problems with the help Analyze
of design thinking.
CO4 To appraise design thinking process for disruptive innovation. Evaluate

CO5 To prepare design thinking plans for products, services and Create
business model genre.

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Ideate

• The ideation phase of design thinking is guided by the user problems that were defined during the
empathize phase. Ideation is about the exploration and identification of potential solutions. Not all ideas will
be viable solutions, and that’s okay. The primary goal of ideation is to spark creativity and innovation.

Source:https://www.uxpin.com/studio/blog/design-thinking-ideation/

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Ideate

Why is ideation important in design thinking?

• Sometimes designers ask “what is the purpose of ideation?” The
answer is that it marks the transition between understanding the
problems that users have and generating solutions for these
problems.

• Ideation gives designers the license to let their minds run wild,
question the status quo, and look at problems from different angles. It
also helps designers to collaborate and create groundbreaking
solutions as a team.
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Ideate

Rules of Idea Generation

The following are the rules to be followed while generating ideas.
• Stay focused on the topic
• Go for quantity
• Be visual
• One conservation at a time
• Encourage wild ideas
• Defer judgement
• Build on ideas of others
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Ideation using SCAMPER
• SUBSTITUTE: What might you substitute? Who else? What else? Where else? What parts/what
materials?
• COMBINE: What might I combine this object with? Can I combine ideas, objects, function? What this
also include or do?
• ADAPT: What might I change? What else is this like? What does this remind me of? What might I copy?
• MODIFY, MAGNIFY, MINIFY: How might I change it? Bigger, smaller. What might I increase or decrease?
How can I enhance or diminish attributes such as colour, texture, sound, taste, smell, speed?
• PUT TO OTHER USE: Are there other uses of this object? What happens if I change the context or
function or purpose?
• ELIMINIATE: What can I do without? What can I take away or remove?
• REVERSE, REARRANGE: What if I turned it upside down? Backwards? Inside out? What if I rearrange any
parts, function or objectives?

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Using Analogous Inspiration for Ideation
Step 1:
• Choose a piece of the service, experience, or problem you want to
focus on.
Step 2:
• Identify one emotion you want to evoke in your audience of focus.
Step 3:
• Brainstorm other services, experiences, or solutions that evoke that
emotion.
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Using Analogous Inspiration for Ideation
Step 4:
• Explore how that analogous service, experience, or solution evokes that
emotion. Get specific.
Step 5:
• Fill in this madlib statement: How might we make (our service, experience,
or problem) more like (analogous service, experience, or solution)?
Step 6:
• Use this madlib as the framing for a second brainstorm to generate new
ideas for your context.
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 REFERENCES
• https://www.nngroup.com/articles/ideation-in-practice/
• https://uxplanet.org/whats-the-deal-with-ideation-e02324e95c8
• Change by Design by Tim Brown.

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THANK YOU

Faculty In charge: Ms. Shikha Agnihotri (E8887)

Contact No: 7042346928