IDEATE

Introducing Divi

Where Ideas Take Off

With a clear problem in hand, it’s time to explore what’s possible. Ideation is where the mindset shifts from narrowing to expanding—encouraging you to think broadly, challenge assumptions, and imagine new ways forward. This step is about generating a wide range of ideas, then shaping and selecting those with the greatest potential to create value for users.

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Where to Start?

Ideation begins with a clear understanding of the problem or opportunity you’re trying to address. Use the insights and defined problems from the previous step as your launchpad. Start by choosing simple techniques to spark ideas—like brainstorming, using creative prompts, or drawing inspiration from other industries. Encourage a mindset of openness and curiosity. Don’t aim for the “best” idea right away. Instead, aim for volume, diversity, and exploration. Remember: the goal here is to generate options, not judge them too soon.

Why This Step Matters?

It Unlocks New Thinking – Ideation encourages teams to go beyond the usual solutions and think in bold, unexpected ways. It’s a space where creativity can flow freely, often leading to surprising and exciting directions.

It Builds On Real User Needs – With a human-centered problem in hand, ideation ensures that your thinking is rooted in real pain points and desires—making ideas more relevant and impactful.

It Explores Many Possible Solutions – By generating a wide range of ideas, this step helps teams see different ways the problem could be solved—focusing on what brings the most value to users and the business.

The Challenge of This Step

One of the biggest challenges in ideation is self-censorship, the instinct to judge ideas too quickly or aim for perfection from the start. Teams can also fall into the trap of staying in the “safe zone,” recycling known ideas or defaulting to obvious solutions. To ideate effectively, teams must embrace ambiguity, suspend judgment, and push beyond the first wave of ideas. The best thinking often comes just after the obvious options are out of the way.

Creativity is just the beginning, now it’s time to start giving ideas form and focus.

Key activities to Generate and Shape Ideas

Ideation is most productive when you combine structure with freedom. These activities help guide the team through a creative process that starts broad and then gradually narrows in on the most promising directions.

Review the Insights and Problem Statement

Ground the team in what you’ve learned so far—revisit the user needs, insights, and “How might we…?” questions that will guide idea generation.

Select the Right Tools and Format

Choose ideation techniques that match your team’s energy and the challenge at hand, such as brainstorming, SCAMPER, mind mapping or brainwriting.

Generate Ideas Rapidly

Encourage open, high-volume idea generation. Focus on quantity first—stretch beyond the obvious and encourage every voice in the room.

Build on Each Other’s Ideas

Use collaboration tools like “Yes, and…” or “What if…” to expand on others’ thinking. Innovation builds momentum when ideas evolve together.

Cluster, Prioritize, and Evaluate

Group related ideas, identify themes, and use prioritization tools (like value vs. effort matrices) to evaluate what’s worth exploring further.

Develop Early Concepts

Combine and shape ideas into simple concepts that can be shared, explained, and refined in the next phase. Focus on user value and feasibility.

Tools & Methods

This step is all about creativity with direction. The tools here help you spark ideas, expand possibilities, and shape early concepts. Use them to encourage collaboration, explore multiple angles, and move from scattered thoughts to focused opportunities worth developing.

Formats to Start

Empathy comes from exploration, and the right tools make all the difference. Choose the tools & methods that best fit your challenge and start discovering what truly matters.

Format to IDEATE

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All Steps Format