marta perez: how to generate high quality ideas: a synthesised idea generation framework to deliver...

Howtogeneratehighqualityideas:ASynthesisedIdeaGenerationFrameworktodeliverBusinessImpact

DrMartaPerez|UXResearcher|Telefónica I+D

Me Telefónica I+DAura

WHO I AM & WHAT I DO

©Marta Pérez García 2017

In a world where competitiveness is so ferocious and access to data is so similar…

what is the next differentiator?


IDEAS


Barczak et al. Trends and Drivers of Success in NPD Practices (2009)

If companies want to succeed in the next decade, they will need

a formal idea management process

WHAT IS THE PROBLEM AND WHY IS IT IMPORTANT?


LOOKING BACKWARDS: WHAT HAS BEEN DONE SO FAR?

The evolution of models in Design Driven Innovation practices (Perez, 2016)

Since the 1960s, more than 25 models have been generated to drive creativity and innovation forward

Most of these models share very similar phases and outcomes

Constantly reinventing the wheel represents a key challenge to establish a common Design Driven Innovation process


What’s a good idea?



HOW HAS IDEA QUALITY BEEN DEFINED OVER THE LAST 50 YEARS?

Success Metrics for assessing Idea Quality, by Perez and Bolton (2016)

What are the current challenges in Idea Generation Practices?



FACTORS THAT IMPACT ON IDEA GENERATION PRACTICES

Lack of a set Evaluation Criteria

Lack of appreciation of Group Facilitation

Overreliance on Group Brainstorming

Tendency to undertake Informal practices

What are the constructs to generate a quality idea?


KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

Iterative idea generation & development that combines individual & collective thinking


Pursuing Quality over Quantity in Idea Generation





Putting time and resources in the Preparation for Innovation

Establish a Set Idea Evaluation Criteria to determine Idea Quality



Design, Develop & Use Bespoke Visual Templates



Develop High Quality Stimulus Data to trigger inspiration & drive insight-grounded thinking



Use and promote a Common Terminology



• It synthesizes work from the last 60 years, bringing together well established and effective practices

• It defines what is a Quality Idea

• It identifies the Constructs needed to develop a Quality Idea

WHAT IS THE VALUE OF THIS SYNTHESIZED IDEA GENERATION FRAMEWORK?


20% better quality ideasviable, unique & business fit

WHAT IS THE BUSINESS IMPACT OF THIS FRAMEWORK?


Thank you!


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Dr MartaPerezUXResearcherTelefónica I+D