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Big Ideas
3:04There are several methods to generating big ideas. In this video, we’ll be creating small vignettes to get our ideas onto paper.
Big ideas, these are the real
differentiators of a user's experience.
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Big ideas are holistic and
open ended solution to user pain.
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They often use metaphor or
analogies to describe the experience.
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For instance, have you ever described
something as the Uber of something?
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Or maybe you've said it's sort of like if
Google and fill in the blank teamed up.
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Big ideas are not the same as features.
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Features are instead prescriptive
technology-based solutions
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to immediate interface problems.
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Let's try this, instead of the Uber
of something example for a big idea.
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A feature version of this would be,
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imagine cars moving all
over a map on your screen.
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With their distance formatted
as time displayed above them.
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Features aren't bad, but they tend to
only address smaller interface-based
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subsets of the larger experience issues.
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There's a phrase,
getting caught in the weeds.
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It's used to explain this moving
into details too quickly and
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missing out on the larger purpose.
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It refers to being on a journey, losing
your focus, and moving off the well-worn
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and trusted path that you should be on,
and then getting lost as a result.
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When you've been caught in the weeds,
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it's important to mention,
you are not your user.
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Meaning there may be something that
you want to add to the experience.
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But this is all about stable
Sarah's needs, not yours.
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When in doubt, go back to your empathy
map and keep your ego in check.
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Now that we've defined big ideas
versus features, take 20 minutes.
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To draw a big idea vignette that
references something in the real
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world that could solve your users' pain.
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A vignette is a brief but
descriptive depiction of events.
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A quick note, when ideating,
be self compassionate.
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Self compassion is allowing for
kindness and
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mindful forgiveness of oneself
during times of failure.
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If you're taking risks,
which you should be,
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you need to stay judgment free of your
drawing ability and your initial concepts.
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Creativity will be most easily
fostered in a judgment free zone,
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the time for constraints will come later.
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And just as a reminder,
stable Sarah needs greater consistency,
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transparency, and assurance.
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And after our ideation session,
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our big idea will address all three
areas of pain to varying degrees.
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We will personify the idea as
though it were a human guide for
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the process, and
call it the seasoned concierge.
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In the next video,
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we will get to know our new friend on the
checkout process by creating a storyboard.
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