IDEOUCDUser-centered design brainstorming principle notebook computer design company mouse 48 1 1
Nowadays, countless scientists pay attention to group intelligence. The focus of their research is that the interaction rules between individuals in the group seem simple, but in the overall behavior, "intelligent" behavior will occur! There are many cases in nature. If you go to the underwater world, you can see how a small fish avoids sharks. When the shark swims near, the fish will naturally leave a hole in front! No matter how the shark swims, the hole of the school of fish is adjusted with the shark's swimming. Scientists later simulated and found that only three rules are needed between small fish to make the whole fish have such wisdom, without a "central master" to guide each fish how to swim!
Human "brainstorming" is also a model of small-scale and short-term group wisdom. The key here is the degree and effect of "wisdom". The final result of some companies' brainstorming is a vulgar work, while some companies have done it very well. Obviously, two teams with the same number of people and similar backgrounds have different levels of wisdom in brainstorming. What happened behind this?
Today, I will share with you a case of how IDEO, a world-renowned design company, brainstorms! Comparing the practices of our own company may give you some enlightenment! (The picture below shows IDEO employees camping on the roof of the Silicon Valley office in 2004. )
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Who's IDEO? 1982, it designed a mouse for Apple and really started mass production. 1986 designed the first folding computer and became the originator of notebook computers. It has long put forward a user-centered design concept: UCD(User Centered Design). It doesn't believe in the data from general market research, but lets designers experience users deeply and find some real needs that users can't even say themselves.
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IDEO has few employees, but they come from all over the world. There are different studios in the company, and each studio focuses on a slightly different direction. Employees can freely choose a studio according to their own interests, and they can choose to change the studio again after a few years. Each studio quickly sets up project team members according to the needs of different projects. Each project team member tries to avoid too much concentration of members from the same discipline, but is composed of members from different disciplines, including anthropologists, psychologists, historians and technical engineers.
Let's see how mixed teams like them brainstorm.
First of all, IDEO praised the words of Nobel Prize winner linus pauling:
"The best way to get a good idea is to get a lot of ideas."
To harvest good ideas, we must first get a lot of ideas.
They have "seven principles":
1. Postpone judgment
Don't rush to comment on other people's opinions, which will dampen the enthusiasm of ideas. Interrupt the association and extension of group thinking. It is also a respect for the person who put forward the idea.
2, whimsical (whimsical)
People in China are always afraid of saying the wrong thing. When others speak, they feel "what should I say is right" and "what should I say to reflect my level". This is because we lack an environment that allows whimsy to exist. Only by letting whimsy prevail can we really think about design instead of thinking about our own level and right or wrong.
3. Learn from other people's ideas.
Sometimes people come up with some crazy ideas. Although you are an expert and you know it won't work, many of you here are not experts. Maybe you will be inspired by this crazy idea. Put forward a more practical plan on the basis of this crazy idea.
Therefore, only in the environment of "suspending comments" can more people play with "whimsy". Therefore, the first three rules are the environmental cornerstones to encourage good ideas!
4. Focus on the theme.
Every time we discuss, we should set a clear theme. Otherwise, the whimsical ending will not converge.
5. One dialogue at a time.
When you are talking, everyone says, don't look around. So I can't take notes.
6, illustrated (intuitive)
Encourage everyone to draw this idea into a pattern when thinking. It doesn't matter if you don't know how to draw, because sometimes you will collect a lot of ideas and post them on the wall, maybe hundreds. If you only have a word, sometimes you won't remember what it is. So drawing can help you remember.
7. pursue quantity.
One hour, encourage everyone to talk as much as possible and pay attention to the speed of speech! Generally, IDEO company can assemble 100 ideas in one hour. If you brainstorm with customers, this number will be smaller because of different corporate cultures and habits.
The last four are to ensure the speed and quality of brainstorming.
These seven principles are posted on the whiteboard in every meeting room of IDEO Company.
Of course, good processes and rules can't guarantee perfect brainstorming, because the final implementation still depends on people.
There is a saying inside IDEO: process provides direction. People provide strength (the discussion process provides direction and the discussant provides ideas).
Therefore, the perfect "brainstorming" also needs:
Choose the right person and ignite the passion! Teach a man to make a fire, and he will be warm at night ... Light him, and he will always be hot. )
Finally, I recommend two books, especially for children's shoes interested in design: The Art of Innovation and Design Change Everything.