UNIT IV CONCEPT GENERATION

OME354 APPLIED DESIGN THINKING

Dinesh R, AP, CSE

Stella Mary’s College of Engineering
 UNIT IV CONCEPT GENERATION
Solution Exploration, Concepts Generation and MUP design-
Conceptualize the solution concept; explore, iterate and learn;
build the right prototype; Assess capability, usability and
feasibility. Systematic concept generation; evaluation of
technology alternatives and the solution concepts
Concept Generation
• Concept Generation in Applied Design Thinking is a
creative process aimed at developing multiple ideas or
solutions for a given problem or challenge.
• It forms an essential step in the design thinking process,
allowing teams to explore a wide range of possibilities
before converging on the best solutions.
• The goal is to explore multiple options, learn from feedback, and
narrow down to the most promising solutions.
4. 1 Solution Exploration
Solution Exploration

• Solution Exploration in the context of Applied

Design Thinking involves systematically investigating
and iterating on potential solutions to a defined
problem or challenge.
• It is a stage in the design thinking process where the
ideas generated during concept generation are further
developed, tested, and refined to ensure that the final
solution is both feasible and desirable for users.
Key Objectives of Solution Exploration

• Divergence and Convergence: Initially, explore a wide

range of potential solutions (divergence) and then gradually
narrow down the options (convergence) based on feedback,
feasibility, and user desirability.

• Iterative Refinement: Continuously improve and refine

solutions through an iterative process that involves testing,
learning, and evolving ideas.
• User-Centric Validation: Ensure that solutions are tested
with real users to validate whether they meet user needs,
solve the intended problem, and provide value.

• Risk Mitigation: By exploring multiple solutions and

iterating based on user feedback, the risks associated with
launching a solution are reduced.
Steps Involved in Solution Exploration
1. Review Ideas from Concept Generation
2. Create Low-Fidelity Prototypes
3. Test Prototypes with Users
4. Refine and Iterate on Solutions
5. Explore Feasibility and Viability
6. Converge on the Most Promising Solution(s)
7. Develop High-Fidelity Prototypes for Further Testing
8. Prepare for Implementation
1. Review Ideas from Concept Generation
• Start by reviewing the ideas generated during the concept generation phase.
Group similar concepts together, identify patterns, and prioritize ideas based
on potential impact and alignment with user needs.
• Use techniques like affinity diagramming to cluster related concepts and
gain insights into potential solution themes.
2. Create Low-Fidelity Prototypes
• Develop quick and low-cost representations of the concepts. These can be in
the form of sketches, wireframes, mockups, or simple models.
• Low-fidelity prototypes allow for rapid exploration without investing
significant time or resources, making it easy to change direction based on
feedback.
• Aim to create multiple variations of the solution to test different approaches.
3. Test Prototypes with Users
• Conduct usability tests and gather feedback from potential users on the
low-fidelity prototypes.
• Observe how users interact with the solution, noting any challenges,
misunderstandings, or areas for improvement.
• Ask open-ended questions to gain deeper insights into users’ thoughts and
feelings about the prototypes
4. Refine and Iterate on Solutions
• Based on the feedback collected, refine the prototypes by addressing the
issues identified and making necessary improvements.
• Iterative testing and refinement help in progressively developing the
solution to better align with user needs.
• This step may involve creating new versions of the prototype (medium-fidelity
or high-fidelity) as the solution evolves.
5. Explore Feasibility and Viability
• Along with testing for user desirability, consider the feasibility (technical
capability) and viability (business sustainability) of the solution.
• Conduct feasibility assessments to determine whether the solution can be
implemented with the current technology, resources, and constraints.
• Evaluate the solution’s potential business impact, including cost, revenue
opportunities, and alignment with the overall business strategy.
6. Converge on the Most Promising Solution(s)
• After multiple iterations and refinements, narrow down the options to the most
promising solution(s) that meet user needs, are technically feasible, and are
viable for the business.
• Use selection criteria such as impact, user feedback, feasibility, and
business value to make final decisions.
7. Develop High-Fidelity Prototypes for Further Testing
• Create high-fidelity prototypes or functional models that closely resemble the
final solution. These may include interactive digital prototypes, detailed
physical models, or near-final versions of a service.
• Conduct more in-depth testing with users to validate the final solution and
fine-tune the details before moving to implementation.
8. Prepare for Implementation
• Finalize the solution based on the feedback and insights gained during the
exploration phase.
• Document the solution, including key features, user flows, technical
requirements, and business considerations.
• Begin planning for full-scale development, deployment, or launch.
4.2 Concepts Generation and
MUP design
● Concept Generation and Minimum Usable Prototype
(MUP) Design are two closely related steps in the
design thinking process, focusing on developing
innovative solutions and quickly bringing them to a form
that can be tested and iterated with users. Here’s a
detailed look at both concepts and how they work
together to help bring ideas to life.
Concept Generation
● Concept Generation is the creative phase of the design process where
teams develop multiple ideas or solutions to address a defined problem. It
emphasizes exploring a wide range of possibilities, thinking divergently, and
generating various concepts before converging on the most promising
solutions.
 Techniques for Concept Generation:
● Brainstorming: A widely used technique where team
members come together to rapidly generate ideas. Emphasis
is placed on quantity, suspending judgment, and building on
others' ideas.
● Mind Mapping: Visual representation of ideas branching out
from a central problem. This helps explore various related
solutions and connections.
● SCAMPER: Uses prompts such as Substitute, Combine,
Adapt, Modify, Put to another use, Eliminate, and Reverse to
inspire new solution
● Role-Playing and Bodystorming: Acting out scenarios to
understand the user experience better and generate ideas
based on observed needs.
● Sketching and Storyboarding: Visual techniques to
represent ideas quickly, helping the team communicate
concepts and explore different solutions visually.
 Steps in Concept Generation:
● Define the Problem or Challenge: Start with a clear
understanding of the problem you want to solve or the
opportunity you aim to address.
● Gather Inspiration and Research: Review user insights, trends,
and analogous solutions from different fields for inspiration.
● Generate Ideas: Use brainstorming, sketching, or other
techniques to generate a wide range of ideas.
● Cluster and Evaluate Concepts: Group similar ideas and
identify common themes. Use prioritization methods to identify
the most promising concepts for further development.
Minimum Usable Prototype (MUP) Design

● The Minimum Usable Prototype (MUP) is a development

approach that focuses on building a functional version of the
product that is just sufficient to test with users and gather
feedback. It goes beyond a simple concept or mockup,
aiming to provide a usable version that addresses core user
needs and allows for real-world testing.
Key Objectives of MUP Design:

1. Test Core Features Quickly: Build a prototype that includes

the essential features necessary for the product to be usable
and valuable.
2. Gather Real-World Feedback: Enable users to interact with
a functional version to validate assumptions and refine the
product based on actual use cases.
3. Minimize Risk and Investment: Limit the scope to core
functionalities, avoiding unnecessary features or polish that
can be added later based on user feedback.
Characteristics of an MUP:

• Focus on Core Usability: Includes the minimum set of

features that allow the product to be used for its intended
purpose.
• Not Fully Polished: The MUP is not a final version and may
lack refined aesthetics or performance optimizations.
• Actionable Feedback Collection: Provides a functional
prototype that users can interact with, enabling meaningful
feedback to inform further development.
Steps to Design an MUP
1. Identify Core Features:
• Start by defining the primary functions that solve the key
user problem. Prioritize features that provide the most value
and address the most significant pain points.
• Limit the scope to essential components that allow the
product to be usable.
2. Create a Low-Fidelity Prototype:
• Begin with a low-fidelity version, such as wireframes,
sketches, or basic digital prototypes. This helps to visualize
the solution and get early feedback without investing
significant resources.
3. Develop the MUP:
• Build a higher-fidelity prototype that includes the core
features, focusing on functionality rather than aesthetics.
Make sure the MUP can be used in a practical context for
testing.
• Avoid adding extra features that are not essential for the
MUP phase. Focus only on what users need to accomplish
the primary tasks.
4. Test with Real Users:
• Put the MUP in front of actual users and observe how they
interact with it. Look for usability issues, gather feedback on
the core features, and note areas for improvement.
• Use this testing phase to identify gaps, misunderstandings,
or unexpected user behavior.
5. Iterate and Improve:
• Refine the MUP based on user feedback. Update the
prototype to fix any usability issues and incorporate
suggested improvements.
• Continue testing and iterating until the core functionality
meets user expectations and addresses their needs
effectively.
How Concept Generation and MUP Design Work
Together
● Concept Generation serves as the foundation for MUP
Design by providing a variety of ideas that can be explored,
tested, and refined. It helps in identifying different ways to
solve the problem and narrowing down to the most promising
solutions.
● MUP Design takes the selected concepts and quickly brings
them to life in a usable form, enabling practical testing and
validation with real users. This helps in refining the ideas
from the concept generation phase based on actual user
Example of Using Concept Generation and MUP
Design Together
● Imagine you are designing a new task management app for
remote workers:
1. Concept Generation:
1. During brainstorming sessions, the team generates

multiple ideas for features such as task assignment,

progress tracking, file sharing, and integrated
communication.
2. Use techniques like SCAMPER to modify existing task

management solutions and create new ideas that better fit

● Evaluating and Selecting Concepts:
• The team identifies the core pain points for remote workers:
difficulty keeping track of tasks and maintaining
communication.
• The selected concept is a task management app with built-in
chat functionality for quick communication.
● MUP Design:
• The team builds an MUP that includes task creation,
assignment, progress tracking, and a basic chat feature.
• The MUP focuses on usability for task management and
communication, avoiding additional features like file sharing
or advanced analytics.
● Testing and Iterating:
• The MUP is tested with a group of remote workers who
provide feedback on task tracking and chat usability.
• Based on the feedback, the team refines the chat interface,
making it more intuitive and adding notifications for new
messages.
4.3 Conceptualize the solution
concept
● Conceptualizing the solution concept is the process of
taking initial ideas and forming them into a structured,
coherent, and viable solution that addresses a specific
problem or need.
● This step involves refining ideas generated during
brainstorming or concept generation, defining the core
elements of the solution, and shaping a clear vision for how
the solution will function, deliver value, and meet user needs.
Objectives of Conceptualizing the Solution Concept

● Clarify the Idea: Transform abstract ideas into a clear,

well-defined solution concept that can be easily
communicated and understood by others.
● Align with User Needs: Ensure the solution concept
addresses user problems, meets their needs, and fits
within the context of how they will use it.
● Establish Feasibility and Viability: Assess whether
the solution can be realistically developed and
sustained from technical, financial, and business
perspectives.
● Prepare for Prototyping and Testing: Lay the
groundwork for creating prototypes or Minimum Usable
Prototypes (MUPs) that can be tested with users to
validate the concept.
Steps to Conceptualize the Solution Concept
1. Define the Problem or Opportunity
2. Understand the Target Audience and User Needs
3. Define the Core Features and Functionality
4. Create a Value Proposition
5. Visualize the Solution Concept
6. Evaluate Feasibility and Viability
7. Refine the Concept Through Iteration
8. Prepare for Prototyping
1. Define the Problem or Opportunity

● Start by revisiting the initial problem statement or

opportunity that the solution aims to address. This helps
in keeping the concept focused on solving the right
problem.
● Clearly state what the solution is intended to achieve.
For example, "Reduce communication barriers for
remote teams" or "Improve task management efficiency
for project managers."
2.Understand the Target Audience and User Needs

● Revisit the user research, personas, and insights

gathered during earlier phases of the design thinking
process.
● Identify the key user needs, pain points, and desired
outcomes that the solution should address. This
ensures the concept is user-centered.
● Outline how the solution will fit into the user's workflow
or daily life, making it as seamless as possible.
3. Define the Core Features and Functionality

● Identify the key features that will make up the solution.

These are the core components necessary for the concept to
fulfill its intended purpose.
● Prioritize features based on their impact and relevance to
solving the user's problem. Focus on the minimum set of
features required to deliver value (e.g., those needed for a
Minimum Usable Prototype).
● Use techniques like MoSCoW (Must have, Should have,
Could have, Won’t have) to prioritize features.
4.Create a Value Proposition

● Develop a clear value proposition that explains how the

solution benefits the user and why it is better than
alternatives.
● Consider how the solution addresses the primary user pain
points and delivers gains (positive outcomes) that matter to
the target audience.
● The value proposition should answer the questions: "What
makes this solution valuable to users?" and "How does it
5.Visualize the Solution Concept

• Create visual representations, such as sketches, diagrams,

or storyboards, to illustrate the solution concept. This helps
communicate the idea more effectively to stakeholders and
team members.
• Use storyboards to map out the user journey, showing how
the solution will be used step-by-step. This helps in
identifying potential challenges and refining the concept.
• Create user flow diagrams to show how users will interact
with different parts of the solution, ensuring a smooth
6. Evaluate Feasibility and Viability

• Assess the feasibility of the solution in terms of technology,

resources, and time needed for development. Identify any
potential constraints or risks that could affect
implementation.
• Consider the business viability by evaluating the cost
structure, potential revenue streams, and scalability of the
solution. Make sure the solution aligns with the
organization's strategic goals.
7.Refine the Concept Through Iteration

• Use feedback from team members, stakeholders, or early

user testing to refine the concept. Iterate on the features,
user flow, and overall design based on insights gathered.
• Conduct internal reviews or concept testing sessions to
gather feedback before moving on to the prototyping phase.
This step ensures that the concept is well-thought-out and
addresses the intended problem effectively.
8.Prepare for Prototyping

• Once the concept is well-defined and refined, prepare to

move into the prototyping phase. This involves creating a
plan for developing the prototype, including key features to
be tested, user scenarios, and testing methods.
• Outline specific goals for what you want to learn or validate
through prototyping. This keeps the prototyping and testing
focused on addressing uncertainties or validating
assumptions.
Thank you!