Ideation Techniques: Brainstorming

What are Ideation Techniques and why do we use them?

Ideation techniques are processes used to develop a variety of ideas that have the potential to be a solution to a problem or scenario. The purpose of these techniques are to determine the best solution that meets most, if not all, the required criteria. In the basic design process illustrated in the graphic below, ideation falls into the Explore solutions/ideas section. Before getting to that step, it is vital to understand the need so ideas are developed to fit that need. If essential needs are not first understood, the ideas generated will not fulfill important requirements. This article introduces the ideation technique of brainstorming. 

What is Brainstorming?

Brainstorming is probably the most common ideation technique and you have likely used it at least once even if you didn't know it. Brainstorming is often done in groups but can be done individually as well. There are pros and cons to each and the most effective one depends on the situation. Brainstorming is accomplished by generating as many ideas as possible without evaluating or analyzing those ideas in the moment. Often when people brainstorm, they generate a few ideas and begin analyzing or critiquing them immediately which moves from the Explore step to the Define step before other ideas (which could be better) are even brought up. This could constrain the flow of ideas too early in the design process.

Figure 1: The Design Process overview from the BYU Mechanical Engineering Design Process

Group Brainstorming

Group brainstorming is most effective in smaller groups of about 5-7 people. The CEO of Amazon, Jeff Bezos calls this the two-pizza rule meaning that you only want to have as many people brainstorming as would eat two pizzas. Having a small group allows everyone to contribute without being too overwhelmed or getting lost in the crowd. Small groups produce a variety of solutions to problems because of varying thinking styles and backgrounds. Some downsides to group brainstorming is that some ideas may be forgotten while others are sharing their ideas. Some people may be nervous about sharing their ideas because they feel they will be judged. It is important that a culture of acceptance is adopted while participating in group brainstorming so that all ideas - no matter how crazy it may seem at first - are accepted. Ideas will be evaluated later but not during brainstorming.

I once participated in an ideation seminar/study where we worked in small groups to come up with a solution to prevent school shootings at a reasonable cost. We used brainstorming and brainwriting to accomplish this. Brainwriting is a similar ideation technique where individuals write their ideas on slips of paper then those ideas are shared with a group. This can encourage participation from reserved individuals. The papers can be collected and combined so ideas can also be made anonymous to reduce judging or bias. We were in groups of about six people. A timer was set for 10 minutes and we wrote down as many ideas as we could to solve this problem. When time was up, we shared all of our ideas and discussed them. I was surprised at some of the ideas that seemed crazy but were actually something discussed by professionals. We placed all our ideas on a graph displaying how realistic it was and how well it met the criteria to help us find the best solution. I learned just how important and effective group brainstorming can be.

Individual Brainstorming

Individual brainstorming can be just as effective as group brainstorming because it allows a person to develop many ideas without disruption from others. Working as an individual may only rely on the background of that single person, but they are more likely to come up with creative ideas that they may not otherwise bring up in a group. The downside about individual brainstorming is that you might miss out on further inspiration or new ideas that build off each other in group brainstorming. 

How do you Brainstorm?

Brainstorming can seem like an abstract concept so here are a few guidelines to help you brainstorm effectively:

1. Set a time limit

2. Define the problem and the requirements for the best solution

3. Encourage strange ideas and refrain from criticism

4. Aim for quantity - you want as many ideas as possible

5. Allow for open discussion on one idea at a time

6. Listen to those around you - make sure you don't interrupt

Why should Brainstorming be used?

Making time for brainstorming allows for more creativity to enter the design process. It allows designers to come up with out-of-the-box ideas that may not have been used before but could be a creative new solution to an important problem. Brainstorming and brainwriting give the brain time to think of new ideas instead of using the first idea that comes to mind - which may work, but it may not be the best design. I hope that brainstorming will become an important weapon in your arsenal of ideation techniques so you can continue honing your design skills.  

Sources:

https://www.northeastern.edu/graduate/blog/ideation-techniques-impact-on-business/

https://www.me.byu.edu/00000173-91ad-df84-a573-dffd43be0000/me-basic-design-process-r1-4-pdf

https://www.mindtools.com/brainstm.html

https://hbr.org/2018/03/better-brainstorming