The creative process by its very nature is flexible and dynamic. It is always valuable to search out new, better and disruptive approaches.
Here are just a few of the techniques we may use during a design thinking approach, which give a flavour of how you can tackle the creative process. Each one can be used in isolation but often it can be of more value to use them together, in order to tackle a design challenge.
These are just a glimpse of some of the multitude of techniques, tools and processes we use at KD.
Choice Exercise
What?
Giving people a specific scenario then asking them to make a product choice from a selection of options.
Why?
To identify how product concepts are likely to perform in a competitive, real life context.
Example
“Product choice exercises were used to understand the shopper appeal of an innovative iron concept relative to traditional alternatives.”
Traffic Light
What?
Gaining direct feedback in review meetings in three categories based on the traffic lights principle: Go, Stop, and inbetween.
Why?
Structuring direct feedback when new ideas are shared with stakeholders to help prioritisation and next steps.
Example
“Feedback was gained from key client stakeholders to identify what early packaging innovation ideas to progress into concepts along with a brief for what to explore.”
Thematic Analysis
What?
Condensing a large quantity of raw data into a framework of themes, insights or trends.
Why?
Highlights key opportunity areas for focus and exploration, supported by a clear structure and rationale.
Example
“Extensive analysis of cross-market data and insight was used to identify key opportunity areas for packaging innovation for a manufacturer of premium cooking oil.”
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