Ep 34 Methodologies: Design Thinking P2 – Ideation phase

Show notes

What’s going on, everybody? Welcome to Episode 34 of The Crazy One Podcast. As always, I’m your host, Stephen Gates, and this is the show where we talk about creativity, leadership, design, and everything that matters to creative people.

We’re continuing our three-part mini-series on design thinking. In Episode 33, we introduced the methodology and dove deep into the inspiration phase. If you haven’t listened to that episode, please pause this one and go back. While I’ll offer a quick recap, you won’t get the full value without the proper foundation.

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Quick Recap of Episode 33: Inspiration

• Design thinking is a framework for solving any kind of problem. It gives creativity shape and form so that anyonecan participate.

• The biggest challenge? The word “design”—which can be alienating. It’s not about drawing or visuals—it’s about problem-solving.

• The first step is defining the design challenge: ensuring you’re working with a problem to solve, not just a solution to vet.

• • Immersion (putting yourself in someone else’s shoes),

  • Interviews (talking to people),

  • Observations (watching behavior).

    From there, you conduct research using:

• Focus on extreme users—those who rarely or frequently use something—to uncover deeper insights.

• Finally, we covered synthesis: turning observations (the what) into insights (the why).

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Phase Two: Ideation

Ideation consists of two main parts:

1. Framing the Opportunity – Turning insights into something actionable.

2. Generating Ideas – Brainstorming using structured techniques.

This is where many creatives struggle. Translating insights into effective brainstorming is tough—but it’s essential to unlock innovative solutions.

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Framing the Opportunity with “How Might We” Statements

To make the jump from insight to idea, we use a tool called the “How Might We” (HMW) statement—a carefully crafted question that bridges insights and brainstorming.

Breaking Down “How Might We”

• How – Assumes a solution is possible.

• Might – Emphasizes possibility and removes judgment.

• We – Signals collaboration and inclusivity.

This framework invites curiosity instead of judgment, possibility instead of fear, and encourages teamwork rather than isolation. But while HMW statements seem simple, crafting a good one is actually one of the hardest parts of the creative process.

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The Art of Crafting “How Might We” Statements

Your HMW statement should be:

• Broad enough to invite many ideas.

• Narrow enough to give focus.

Too broad? You get chaos.

Too specific? You lead people to a single solution.

Avoid:

• Embedding solutions in the question.

• Overly generic prompts like “How might we redesign travel?”

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HMW Example: Airport Ground Experience

Design Challenge: Redesign the ground experience at a local international airport.

Insight: Playful children sometimes irritate already-frustrated passengers.

Possible HMWs:

• How might we use kids’ energy to entertain fellow passengers?

• How might we separate kids from frustrated passengers?

• How might we make the wait the most exciting part of the trip?

• How might we eliminate airport wait time altogether?

• How might we make the airport more like a playground or spa?

• How might we make the airport a place kids want to go?

There are many angles—from questioning assumptions to leveraging unexpected resources. Great HMW statements come from exploring multiple perspectives.

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Exercise: Write Your Own HMW Statements

1. Think of a real or hypothetical problem.

2. Based on the insights you have, write as many HMW statements as possible (use sticky notes and markers).

3. Then converge—narrow them down to the top 2–3 statements that could guide a productive brainstorm.

Tip: A good HMW should immediately trigger at least 3 ideas.

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Brainstorming: Turning HMWs into Ideas

Now that you have solid HMW statements, it’s time to generate ideas. This is where most people think the creative process starts—but without framing it right, you won’t get great results.

Why Brainstorms Often Fail

Most brainstorming sessions are chaotic. People jump in without rules, structure, or direction. You end up wasting time or regurgitating obvious ideas.

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Seven Rules for Running a Better Brainstorm

1. Defer Judgment

   Create a safe space. Nothing kills creativity faster than a quick “no.” Judgment can come later.

2. Encourage Wild Ideas

   Innovation lives on the edge. Don’t go for safe or obvious. Push for crazy.

3. Build on the Ideas of Others

   Creativity is a team sport. Don’t just wait to say your idea—listen, adapt, and evolve others’ thoughts.

4. Stay on Topic

   Each brainstorm should address one HMW statement. If another idea emerges, write it down, but stay focused.

5. One Conversation at a Time

   This is the hardest rule to enforce, but it’s critical. Ideas can’t be built upon if they’re not heard.

6. Be Visual (But Not Too Visual)

   Simple sketches or diagrams help communicate ideas—but don’t overdo it. To avoid over-execution, use small index cards and thick markers to prevent detailing wireframes or layouts.

7. Go for Quantity

   Don’t fall in love with the first good idea. Push for volume—set goals like 50–100 ideas to unlock originality.

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Exercise: Run a Real Brainstorm

1. Pick one of your top HMWs.

2. Gather a group or do it solo (though collaboration is better).

3. Spend 20 minutes generating as many ideas as possible.

4. Then converge—narrow down to your top 3–4.

Apply all 7 rules as you work. Watch for broken rules, especially multiple conversations and premature judgment.

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Your Role as the Facilitator

As the design thinking leader, your job is to:

• Guide the brainstorm.

• Encourage quantity and wild ideas.

• Redirect when needed.

• Coach the group to stay focused.

You’re the Sherpa—leading them up the mountain of possibility.

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Final Thoughts on Ideation

Even if you’re an experienced creative, you can always do it better. Ideation, when guided by strong HMWs and solid brainstorming principles, unlocks new paths to innovation.

This process helps you:

• Avoid creative arrogance.

• Open up to new perspectives.

• Drive meaningful, differentiated work.

Design thinking gives creativity a framework and voice across teams and organizations. It empowers everyone to contribute meaningfully—and gives leaders a way to guide the process with clarity and intention.

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Coming Up Next: Implementation & Culture

In the next episode, we’ll explore:

• Implementation: Prototyping, testing, refining, and delivering.

• Integration: How to bring design thinking into your company’s culture.

We’ll answer the question: “Now what?”—how do you actually make all this stick?

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Resources & Community

• Show notes, examples, and related articles: podcast.stephengates.com

• Join the community: Like The Crazy One Podcast page on Facebook. Ask questions, share stories, get feedback.

• Connect with me: @stgates on Twitter, Instagram, LinkedIn.

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Final Words

As always, the legal folks want me to remind you: these views are mine and don’t represent any current or former employer.

But more importantly—thank you.

Time is the only real luxury we have, and I’m humbled that you choose to spend some of yours here with me.

Until next time… stay crazy.

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