Neuroscience research indicates that helping people “pre-experience” one thing novel—or to place it one other way, think about it extremely vividly—results in more-accurate assessments of the novelty’s value. That’s why design considering requires the creation of basic, low-cost artifacts that will capture the essential features of the proposed consumer experience. These aren’t literal prototypes—and they are often much rougher than the “minimum viable products” that lean start-ups test with clients. But what these artifacts lose in constancy, they achieve in flexibility, as a result of they can simply be altered in response to what’s realized by exposing customers to them. One of the simplest ways to make sense of the data generated by immersion is a design-thinking train known as the Gallery Walk.
With generative design, there isn’t any single solution; as an alternative, there are a quantity of nice options. At IDEO, we’re usually asked to share what we …