Reflection on Ideation including visualization

Challenge:

Working in an innovative specialty chemicals company we are often faced with customer challenges  and projects/project ideas where we need to develop unconventional new products or processes. In a  similar phase as the “what if” phase our innovation tool calls for a brainstorming session to generate  new approaches and ideas. For an average project we typically assemble around 10-12 employees with  an as diverse background as possible (from marketing, production, development and research as well  as with a divers educational background ranging from Chemistry, Business and Administration to  Biotechnology). The colleagues are then working together in a half day to day workshop to generate  in several iterative cycles new ideas.

There are specific challenges to overcome in this phase. First we need to collect as many also  unconventional ideas, without influencing each other and leading to a bias in the group. Then the ideas  have to be consolidated, sorted and evaluated in a limited time.

Application

Our idea generation team meets in a dedicated room, preferably distant to any normal office or lab  environment to ensure the full dedication and attention of the participant. Mobile phones are banned  during the sessions.

A moderator, often a responsible project manager, introduces the challenge/project/idea/design  criteria to the team with as much information on the background/design criteria as possible and  needed. In a first phase, the group is then split into at least 2 groups of 5-6 people (group A, B). Each  group is led by an individual moderator. Each of the individual group members (of group A or B) is then  asked to formulate his or her ideas and thoughts on sticky notes (independent of each other, without  interaction in the group, one idea per sticky note). This typically needs 10-20 min. It is important that  every idea counts be it high level or detailed, even thoughts or questions are permitted [Week 3: Video  Idea generation process]. After that the colleagues are asked to pin their thoughts and ideas to a  whiteboard or flip chart, giving a brief explanation of the individual sticker. Important is to formulate  only one idea/thought per sticker. This is done by each member of the group without permitting  comments or question from the colleagues. This part can take 30 min to an hour depending on the  number of ideas formulated by the participants. This is then followed by a phase, in which discussions  and questions of the group are encouraged. The moderator, tries to cluster at this point ideas and  moves sticky notes with similar ideas close together as well as ideas, which are somehow related to  each other in close proximity. This generates a picture similar to a mind map [Week 3: Mind mapping  tool; Mind map https://en.wikipedia.org/wiki/Mind_map]. The picture will then be refined during the  rest of the process. In this phase, the group generates a common understanding of the problem and  the ideas generated, and sometimes even develops new, advanced ideas.

After the discussion session, the groups switch white boards/pictures/drawing boards and are  introduced by the moderator (who stays at the same board) to the ideas generated by the other group.  Typically this phase takes 30 min to 1h. Questions and discussions are permitted even encouraged.  During this phase additional ideas and thoughts can be added, sticky notes moved, consolidated and  the picture further refined. Additions and additional visualization is encouraged.

In a third phase, the two moderators present the final white boards/pictures/drawing boards including  the most important point of the discussions to the entire group. Discussions are permitted at this point  but need to be restricted to a minimum to close the phase. The phase should not exceed 15-30 min.

Finally, the entire group is then asked to vote for the most interesting or attractive idea. This is done  by sticky points provided by the moderator team. Each group member and moderator gets 3-5 votes  and can use them as to vote for the most interesting and attractive idea in their opinion. This might  take 5- 10 min depending on the group.

The final two idea boards/pictures/drawing boards including the votes are recorded and serve as  starting point for a more detailed analysis, including business potential, technical feasibility and  attractiveness in the ongoing project.

The  concept  is  closely  related  to  the  world  café  concept  described  e.g.  here

https://en.wikipedia.org/wiki/World_caf%C3%A9.

Insight

In my opinion the concept is a very powerful tool to develop new concepts and ideas. For me it has  worked on several occasions very well with innovative results. It depends very much though, on the  introduction/design criteria given by the moderator team. In addition, the moderators do have a very  active role in this concept and do have a strong influence. Moderators can steer this concept and use  it to direct the group towards their own ideas and interests. This should be avoided and moderators  should be reminded that they have to be neutral to generate new insights and ideas. Since it is a  complex approach with at least two groups coordination of the two groups is crucial as well as a similar  moderation style of the moderators. Surprisingly enough, in my experience the two groups often  develop very similar ideas to the given problem.

Modification of approach:

The role of the moderator is the leading part in this concept. The moderator needs to understand that  and needs to act accordingly. The moderator needs to be absolutely neutral not following his or her  own interests. This can be ensured e.g. by a 3rd moderator as neutral instance.

Having been reminded by the Design Thinking course how powerful visualization is, I will try to  implement more visualization in this approach not only text. The group members could already come  up with drawings of ideas or work on the visualization of the relation of the ideas to further clarify the  final idea boards/mind maps.


Reflection on Ideation including visualization Challenge : Working in an innovative specialty chemicals company we are often faced with customer challenges and projects / project ideas where we need to develop unconventional new products or processes . In a similar phase as the “ what if ” phase our innovation tool calls for a brainstorming session to generate new approaches and ideas . For an average project we typically assemble around 10 - 12 employees with an as diverse background as possible ( from marketing , production , development and research as well as with a divers educational background ranging from Chemistry , Business and Administration to Biotechnology ) . The colleagues are then working together in a half day to day workshop to generate in several iterative cycles new ideas . There are specific challenges to overcome in this phase . First we need to collect as many also unconventional ideas , without influencing each other and leading to a bias in the group . Then the ideas have to be consolidated , sorted and evaluated in a limited time . Application Our idea generation team meets in a dedicated room , preferably distant to any normal office or lab environment to ensure the full dedication and attention of the participant . Mobile phones are banned during the sessions . A moderator , often a responsible project manager , introduces the challenge / project / idea / design criteria to the team with as much information on the background / design criteria as possible and needed . In a first phase , the group is then split into at least 2 groups of 5 - 6 people ( group A , B ) . Each group is led by an individual moderator . Each of the individual group members ( of group A or B ) is then asked to formulate his or her ideas and thoughts on sticky notes ( independent of each other , without interaction in the group , one idea per sticky note ) . This typically needs 10 - 20 min . It is important that every idea counts be it high level or detailed , even thoughts or questions are permitted [ Week 3 : Video Idea generation process ] . After that the colleagues are asked to pin their thoughts and ideas to a whiteboard or flip chart , giving a brief explanation of the individual sticker . Important is to formulate only one idea / thought per sticker . This is done by each member of the group without permitting comments or question from the colleagues . This part can take 30 min to an hour depending on the number of ideas formulated by the participants . This is then followed by a phase , in which discussions and questions of the group are encouraged . The moderator , tries to cluster at this point ideas and moves sticky notes with similar ideas close together as well as ideas , which are somehow related to each other in close proximity . This generates a picture similar to a mind map [ Week 3 : Mind mapping tool ; Mind map https://en.wikipedia.org/wiki/Mind_map ] . The picture will then be refined during the rest of the process . In this phase , the group generates a common understanding of the problem and the ideas generated , and sometimes even develops new , advanced ideas . After the discussion session , the groups switch white boards / pictures / drawing boards and are introduced by the moderator ( who stays at the same board ) to the ideas generated by the other group . Typically this phase takes 30 min to 1h . Questions and discussions are permitted even encouraged . During this phase additional ideas and thoughts can be added , sticky notes moved , consolidated and the picture further refined . Additions and additional visualization is encouraged . In a third phase , the two moderators present the final white boards / pictures / drawing boards including the most important point of the discussions to the entire group . Discussions are permitted at this point but need to be restricted to a minimum to close the phase . The phase should not exceed 15 - 30 min . Finally , the entire group is then asked to vote for the most interesting or attractive idea . This is done by sticky points provided by the moderator team . Each group member and moderator gets 3 - 5 votes and can use them as to vote for the most interesting and attractive idea in their opinion . This might take 5- 10 min depending on the group . The final two idea boards / pictures / drawing boards including the votes are recorded and serve as starting point for a more detailed analysis , including business potential , technical feasibility and attractiveness in the ongoing project . The concept is closely related to the world café concept described e.g. here https://en.wikipedia.org/wiki/World_caf%C3%A9 . Insight In my opinion the concept is a very powerful tool to develop new concepts and ideas . For me it has worked on several occasions very well with innovative results . It depends very much though , on the introduction / design criteria given by the moderator team . In addition , the moderators do have a very active role in this concept and do have a strong influence . Moderators can steer this concept and use it to direct the group towards their own ideas and interests . This should be avoided and moderators should be reminded that they have to be neutral to generate new insights and ideas . Since it is a complex approach with at least two groups coordination of the two groups is crucial as well as a similar moderation style of the moderators . Surprisingly enough , in my experience the two groups often develop very similar ideas to the given problem . Modification of approach : The role of the moderator is the leading part in this concept . The moderator needs to understand that and needs to act accordingly . The moderator needs to be absolutely neutral not following his or her own interests . This can be ensured e.g. by a 3rd moderator as neutral instance . Having been reminded by the Design Thinking course how powerful visualization is , I will try to implement more visualization in this approach not only text . The group members could already come up with drawings of ideas or work on the visualization of the relation of the ideas to further clarify the final idea boards / mind maps .