identify
concept
assess
Identifying the correct problem to be solved is critical. Often times the initial problem that has been identified may not be the right problem to solve.
This is why before a team invests their time and resources into solving the wrong problem, research should be completed to be sure that the solution that is ultimately developed will be complete and relevant.
This research should include the current business landscape, consumer behavior, basic technical capability and business goals. Performing a complete assessment will help determine if the problem is product, based, business based, technical based or a combination.
Once the correct problem has been identified, numerous quick concepts can be developed allowing for a variety of iterations and discussion. Creating numerous quick iterations can make sure investing too much time into one idea can cause you to fall in love with the idea and never get beyond it to the greater solution.
Whether it is a document, a sketch, a sketch model trend board etc, using a variety of methods to create a large number of concepts that can be discussed internally and with users allows for quick focus to a better solution.
Concepts that resonate with the user and the insights drawn from research need to be then assessed against not only the user criteria but also technical feasibility and a business case. Applying these filters developed along the process help add structure and objectivity to the decision making process.
process
non-linear