What are some best practices and tips for effective concept generation?

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Concept generation is a crucial step in any creative or innovative process, whether you are designing a product, service, or solution. It involves generating many diverse and original ideas that address a specific problem or need. However, how do you come up with effective concepts that meet the criteria and constraints of your project? In this article, we will share some best practices and tips for concept generation, based on the design thinking methodology and other sources.

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1 Define your challenge

Before you start generating concepts, you need to have a clear and specific definition of the challenge or opportunity you are facing. This will help you focus your efforts and avoid wasting time on irrelevant or vague ideas. You can use tools such as problem statements, how might we questions, or point of view statements to frame your challenge in a human-centered and actionable way. For example, instead of saying "We need to improve our customer service", you could say "How might we make our customers feel valued and supported throughout their journey?".

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James Foster

Top Innovation Voice on LinkedIn | Self-Service Innovation Leader | Technologist | Entrepreneur | Aspiring Author | Traveler
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Framing a problem effectively is crucial in concept generation. A well-framed problem opens the door to creative and effective concepts, guiding the thought process towards relevant solutions. The art of framing a problem is akin to setting the right coordinates on a map before embarking on a journey; it dictates the direction, efficiency, and success of the problem-solving expedition.

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Karim S.

Helping SMEs to Adapt, Excel and Securely move your systems to Cloud
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Adapting to the different scenario is Key. Anticipate the challenge of developing a Concept and further enhance the understanding of each problem. The more details one is able to identify, the more likely they are to identify the solutions. Jot down all the different perspectives before jumping to any conclusion and invite contributors in the field to help on certain steps.

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Faye A.

Future Tech Thought Leader | AI & Emerging Tech Consultant, Philosopher & Trend-Forecaster | Public Speaker
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There is significant groundwork to be done in preparing for the concept generation phase: with the people who will be involved and in the process itself. In terms of process, I advocate for considering Purpose and preparing a Future Statement, specific to the conceptualisation process. People also need to be coached and supported to feel safe and confident to shift into a more innovative or radical conceptualisation mindset. Any power imbalances need to be considered and ideally resolved, and diversity of voice or representation should be assured. I offer models and frameworks to support this.

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2 Research and empathize

To generate concepts that are relevant and desirable for your target users, you need to understand their needs, preferences, motivations, pain points, and context. You can do this by conducting user research, such as interviews, observations, surveys, or personas. You can also use empathy tools, such as empathy maps, journey maps, or user stories, to synthesize and visualize your findings. By empathizing with your users, you can identify their latent and unmet needs, as well as the gaps and opportunities in the current situation.

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3 Diverge and converge

Concept generation is an iterative process that involves both diverging and converging. Diverging means generating as many ideas as possible, without judging or filtering them. You can use techniques such as brainstorming, brainwriting, mind mapping, or SCAMPER to stimulate your creativity and explore different possibilities. Converging means selecting and refining the most promising ideas, based on the criteria and constraints of your project. You can use tools such as dot voting, affinity diagrams, or concept screening to evaluate and prioritize your ideas.

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Esben H?jmark Gimbel

Ledelse | Kommerciel udvikling | Digital | Data og transformation
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To increase the chances of the concept, at some point, being implemented in real life, include the sponsor, the clients or whoever is the final decision maker(s) in this part of the process. Often concepts fall through because the decider does not understand the choices and insights that went into the process. Avoid that by making them an active part of (some) of the process.

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4 Prototype and test

To validate and improve your concepts, you need to make them tangible and test them with your users. You can use low-fidelity prototypes, such as sketches, mockups, or storyboards, to communicate your concepts and get feedback. You can also use high-fidelity prototypes, such as wireframes, models, or simulations, to test the functionality and usability of your concepts. By prototyping and testing, you can learn from your failures, iterate on your solutions, and increase your confidence in your concepts.

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5 Collaborate and communicate

Concept generation is not a solo activity, but a collaborative and communicative one. You can benefit from working with a diverse and multidisciplinary team, as well as involving your stakeholders and users in the process. By collaborating, you can leverage different perspectives, skills, and experiences, as well as generate more and better ideas. By communicating, you can share your concepts, get feedback, and build alignment and support for your solutions.

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Danielle M.

Creative Director | Crafting High-Impact, Emotionally Resonant Experiences
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Concept generation thrives at the intersection of creativity and collaboration, a dynamic, collective effort. Bringing together diverse and multidisciplinary teams unlocks fresh perspectives, innovative ideas, and unexpected solutions. Collaboration doesn’t stop at your immediate team, engaging stakeholders and users in the process is invaluable. Their insights ground your concepts in real world relevance, their feedback helps refine ideas into something truly impactful. Think of it as co-creation: you're not just generating ideas for people but with them. In concept generation, the best results come when creativity meets collaboration, and imagination is balanced with intentional, purposeful dialogue.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some best practices and tips for effective concept generation?

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1 Define your challenge

2 Research and empathize

3 Diverge and converge

4 Prototype and test

5 Collaborate and communicate

6 Here’s what else to consider

Concept Generation

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