now let's talk about ideation experimenting prototyping and testing ideation involves their generation of concepts that can deliver value to customers our end-users our dimension is characterized by thinking expensively and divergently that is without constraints brainstorming in all its variations is the key process in this phase it helps to generate large quantity of potential ideas in this face team members are encouraged to suggest wild ideas the third judgment stay focused be visual and go for large quantities of ideas a d.school elaborates that this face is about flaring ideas rather than focusing them in order to explore a wider range of solutions and also to allow tapping into the various skills and specialties of a diverse team as a range of ideas are generated some ideas will stand out as extreme crazy wild ambitious and expensive and others will look doable achievable or within budget depending on the project scope and the time the team will decide which idea is to develop further it's very insightful to to go with an ambitious idea and map it out in some more detail once the choice has been made the various activities of experimenting prototyping and testing they will start note that making a choice means converging and focusing the attention on a small number of ideas now the conceptual idea has to be developed into real prototypes applying all the feasibility and viability constraints and and testing them with the end-user prototyping is the process of converting concepts into something tangible or interactive that the end user can engage with and immediately test in order to go response discover flaws and quickly make refinements on the concept prototypes do not need to be expensive or elaborative they they should be low fertility and require only as much effort as it requires to generate feedback within this part of the process teams are encouraged to fail fast and often mistakes are not punished they are they serve as an as an important learning process that enables the improvement and the refinement of ideas and concepts to fail early and fail fast a very popular example of this is documented by Tim Brown who recalls one IDEO designer listening to a team of surgeons on the development of a new surgical surgical instrument the designer then made a prototype by taping together a whiteboard marker a film canister and some clothespin one that all solutions require product solutions prototypes can simply be written business models or visual representations prototyping and testing is integral as it is enabling further learning and the ability to make more useful solutions for people most importantly if the solution is a dead end teams will find out very quickly and with minimal investment enabling them to go back to prior phases and pick up just another idea

Design Thinking Ideation, Experimentation, Prototyping and Testing

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