The Ideate phase is the third stage of the Design Thinking process, where creativity, innovation, and imagination come together to generate a wide range of potential solutions to the defined problem. After understanding users and defining their needs, this stage encourages divergent thinking—exploring multiple ideas without judgment. The aim is to think beyond obvious answers and challenge existing assumptions. Through collaboration, visualization, and creative exercises, teams develop unique and practical ideas that can later be prototyped and tested. Key tools and techniques used in this phase include Brainstorming, the 2×2 Matrix, the 6-3-5 Method, and the NABC Method.
1. Brainstorming
Brainstorming is one of the most widely used tools in the Ideate phase, designed to encourage free-flowing creativity and collaboration among team members. It involves generating as many ideas as possible within a specific time frame, without immediate evaluation or criticism. This method relies on the belief that quantity leads to quality—more ideas increase the chance of finding an innovative solution. Effective brainstorming sessions are structured around clear objectives and guided by rules such as “defer judgment,” “build on others’ ideas,” and “encourage wild ideas.” Teams may use sticky notes, whiteboards, or digital tools to capture every thought visually. Once a large pool of ideas is generated, they are grouped, refined, and prioritized for further exploration. Brainstorming enhances divergent thinking, promotes team synergy, and helps uncover unexpected solutions. In the Ideate phase, it plays a crucial role in translating empathy-driven insights into creative, actionable design directions that reflect user needs and aspirations.
2. 2x2 Matrix
The 2×2 Matrix is a simple yet powerful visualization tool used in the Ideate phase to evaluate and prioritize ideas based on two key dimensions—such as feasibility vs. impact, cost vs. benefit, or innovation vs. practicality. The matrix divides ideas into four quadrants, helping teams quickly identify which ideas are worth pursuing, which require more resources, and which should be discarded. For example, high-impact and high-feasibility ideas fall into the “quick wins” quadrant, while high-impact but low-feasibility ones represent “long-term opportunities.” This method ensures a balanced approach to creativity, combining imagination with realistic assessment. Teams can use sticky notes or digital boards to plot ideas visually and discuss their positioning collaboratively. The 2×2 Matrix enhances decision-making, aligns teams on strategic priorities, and ensures that creative energy is directed toward solutions that offer the maximum user and business value.
3. 6–3–5 Method
The 6-3-5 Method is a structured ideation technique that encourages both creativity and collaboration while minimizing group bias. The name stands for 6 participants, 3 ideas each, and 5 rounds of sharing. In this method, six participants sit together, and each person writes down three ideas related to the design problem on a worksheet. After a few minutes, the sheets are passed to the next person, who reads the previous ideas and builds upon or adds new ones. This process continues until all participants have contributed to each sheet. By the end, the group collectively produces 108 ideas (6×3×6) in a short period. The 6-3-5 method prevents dominant voices from overshadowing others and ensures everyone contributes equally. It combines individual creativity with group synergy, fostering a structured yet open environment for idea generation. This method is particularly effective in cross-functional teams, encouraging diverse thinking and expanding the creative potential of the Ideate phase.
4. NABC Method
The NABC Method—which stands for Need, Approach, Benefit, and Competition—is a systematic framework developed by Stanford Research Institute (SRI) to evaluate and refine innovative ideas. In the Ideate phase, it helps teams develop ideas that are not only creative but also strategically viable.
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Need: Identify the user’s core need or problem.
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Approach: Define the innovative solution or method to address the need.
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Benefit: Explain the value or advantage the solution offers to users and stakeholders.
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Competition: Compare the solution with existing alternatives or competitors to highlight its uniqueness.
This method encourages critical thinking and ensures that ideas align with user needs, business goals, and market realities. It helps transform rough ideas into well-defined value propositions. Teams can present ideas in NABC format for discussion, feedback, and iteration. The NABC method balances creativity with feasibility, promoting innovation that is impactful, user-centered, and competitive in real-world contexts.