brainstorming technology first

Brainstorming Technology FirstSXSW 2013 #techfirst

Will Turnage VP, Technology & Invention @wubbahed

2Proprietary & Confidential. © 2013 R/GA All rights reserved. /

Brainstorming TechFirstIntroductionTraditional BrainstormingWhat We’ve TriedWhat We’ve LearnedWhat You Can DoQ&A


Legible + Interesting


It’s hard work.

Proprietary & Confidential. © 2013 R/GA All rights reserved. 10/

Traditional Brainstorming


Ideas


Ideas Execution


Ideas ExecutionIs this possible?


Good UX≠Possible


Ideas Execution


Ideas ExecutionThis is what users experience


Ideas ExecutionDilutes the purity of the idea


Ideas ExecutionTakes too long


How can we improve brainstorming?


1. Get very specific. Take a big step

back.


2. Embrace Constraints.


3. Encourage practice.


What we’ve tried


TechFirst Brainstorming / Framework

1-2 DAYS

DevelopTechFirst

Brief

Preparations • Choose a specific technology that aligns with your strategy.

• Don’t choose a broad OS or platform. Choose a feature or function.

• Craft a narrow scenario with one open ended aspect for creative exploration.


1-2 DAYS

DevelopTechFirst

Brief

Answer brief

individually

Share Answers andExpand on Ideas

5-8 MINUTES 45 MINUTES

Brainstorming session / One hour maximum

Preparations

TechFirst Brainstorming / Framework


What if…

TechFirst Brainstorming / Example #1


Let’s say the new iPad can tell the difference between an adult touch, a kid touch and a baby touch.Name ten new things you could do with this feature.


Fill in the blanks



My truck’s name is __________.

And the first Instagram picture it took was _____________________________.



And the first Instagram picture it took was _________________________.

Doris.

a rabbit about to go under the front wheels.




Fred.

awful.




Betsy.

a palette of boxed wine from Costco.


Facebook Fun



Magnetic Poetry



Descriptorsairplanebaconbananablindnessbludgeonbrightbusy

calendar catastrophecatawampuscerealcoffeecushiondandelion

deliciousdogearbudsempathyEstoniafancifulfantastical

windowfishflightgarbagegreen hairdoheadache

hellolemonmelonmolecularmoneynightointment

Technology

pebblepunkserenestrongwaterweatherweird

TweetLikeCommentShareSwipeClickTap

BumpNFC stickersMap DirectionsWeatherProduct PricesPoll QuestionReview

Star RatingSMSFollowersCalendarExcel DatasetFacebook

PagePinterest BoardTumblr Foursquare VenueAPI call

Check inPhotographPublishing WorkflowStatus UpdatesMotion TrackingQR code







Technology





PagePinterest BoardTumblr Foursquare VenueAPI call


garbage

fanciful

Tumblr







Technology





PagePinterest BoardTumblrFoursquare VenueAPI call


moneybright

Followers


‘Branded’ Magnetic Poetry



Tonesuperchilloutrageoushumorous

fantastical sophisticatedhip

cheapquickmacho

utilitarianfashionablecute

expensivesilly

pebblepunkserene

OccasionTuesday nightMy birthdayLunchCommute

Room-mate Child-friendlyPicnic In my car

DinnertimeLocally-focusedEthnic cuisineMeat-Free Monday

TailgatingDate-nightGrocery store At the mall

Snack while walking my dogGrilling at the beach

FunctionalityTweetsSwipePoll QuestionStar Rating

Pinterest BoardBump PhotoStatus updateStore loyalty card

Food truckVideo seriesCeleb partnershipCoupon

Store receiptContest QR codeCheck-in Map




cheapquickmacho


expensivesilly

pebblepunkserene










macho

Meat-Free Monday

Pinterest Board




cheapquickmacho


expensivesilly

pebblepunkserene










fantastical

Snack while walking my dog

Video series


Social Media API Roulette



BBQ Food Truck Mexican

Lo-Fi Rise Amaro


What we’ve learned


Ideas were interesting

and feasible.


Saved time.


Made creative process more

accessible.


Not for everyone.


It’s an awesome tool in our toolbelt.


Tips


Developing TechFirst briefs takes time


Technology + Business Need

+ Use Case


Adjectives + Technology


Can this be done?Can this be done well?


Everyone is creative.


Thank you!Questions?