METHODS: DEVELOP AND DELIVER

Synectics
Synectics is a comprehensive method consisting of a series of TIPS & CONCERNS
techniques. The essence of the technique lies in joining together Visual and auditory Synectics is a
variation of the common Synectics
different and apparently irrelevant elements. By making the
procedure.
familiar strange and the strange familiar, designers may generate -----------
surprisingly high-quality ideas. Introduce soothing images and music
to induce an incubation phase in
WHAT & WHY? The Synectics method requires you to use Analogies to come up which the participants can daydream
with design ideas because Analogies help you move away from the original problem in a relaxed state.
statement and existing solutions. The ‘clues’ found in the context of the analogy -----------
should be force-fitted to the problem statement. This allows you to develop ideas After some time, switch to more
based on the analogy instead of solely based on the problem definition. active music and images so that
--------------------------------------------------------------------------------------------------- your participants are stimulated to
MINDSET: Synectics is based on the belief that the existing world is rich in ideas generate ideas.
that can be utilised for new solution. Similar to other creativity methods it requires ---------------------------
an analytical mind as well as a creative one. LIMITATIONS
--------------------------------------------------------------------------------------------------- With an untrained group, the
WHEN? The starting point for using Synectics could be a preliminary problem facilitator needs to work in one small
statement. Synectics is best applied for complex and intricate problems because step at a time and have enough
the procedure is systematic and requires a relatively large investment of time and experience to inspire the group.
effort. Synectics can be used in teams and also individually. The method contains -----------
guidelines for a problem analysis, idea generation, and selection of alternative Synectics can be quite demanding
solutions. for inexperienced participants.
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HOW? Synectics can be divided into several phases, such For the converging stage, various methods can be used,
as problem finding and purge, excursion (stepping aside such as Itemised Response and vALUe.
from the normal or traditional way of doing things), force-fit- -----------
ting (the core of Synectics), and converging. The key here Step 1: Start with the original problem statement. Invite the
is the use of Analogies that can make the strange familiar problem owner to present and discuss the problem briefly.
and the familiar strange. -----------
Start with a problem statement or briefing. Based on Step 2: Analyse the problem. Restate the problem, and
this, Synectics users will go through an extensive problem formulate the problem as a single concrete target.
analysis phase, in which they can include discussion -----------
between participants if possible. This should lead to a Purging - Step 3: Generate, collect, and record the first ideas
Fritz Kahn: The Man as Industrial
single concrete target, which is seen to be ‘the problem that come to your mind. Be sure to shred the known.
Body. Fritz Kahn (1888-1968) is
considered by many to be the as understood’. In a next ‘shredding the known’ phase -----------
founder of conceptual medical known and immediate ideas are collected and recorded. Use Excursion - Step 4: Find a relevant analogy.
illustration. Kahn produced a series Analogies to estrange yourself from the original problem -----------
of books during the 1920s on the statement to generate inspirations for new solutions and Step 5: Ask yourself these questions in order to explore the
inner workings of the human body approaches. Gordon (1962) suggested using four types of analogy: What types of problems occur in the analogous
using analogies of modern industrial
Analogies in the following sequence: situation? What types of solutions are there to be found?
life. His modernist visualisation
was fitting since he was writing ----------- -----------
during a time of great industrial and • Personal: Imagine that you are the product yourself. Force-fitting - Step 6: Force-fit various solutions to the
technological change, especially in • Direct: Use something from nature. reformulated problem statement. After this, generate,
Germany. • Symbolic: Use art forms (such as poetry, novels, and collect, and record the ideas.
movies) to explore how an object elicits certain traits, -----------
such as ‘the humour of a bicycle’. Converging - Step 7: Test and evaluate the ideas. Use the
• Fantasy: Use something that is imagined and does not Itemised Response method or another evaluation method to
exist in real life yet. select ideas for further conceptualisation.
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REFERENCES & FURTHER READING: Gordon, W., 1976. Synectics, the Development of Creative Capacity. New York, NY: Collier. / Heijne, K.G &
J.D. van der Meer, 2019. Road map for creative problem solving techniques. Organizing and facilitating group sessions. Amsterdam: Boom. / Tassoul,
M., 2006. Creative Facilitation: a Delft Approach. Delft: VSSD. / Wallas, G., 1926. The art of thought. In P.E. Vernon (eds.), Creativity. Penguin.
 METHODS: DEVELOP AND DELIVER

Storytelling
Storytelling is a method for designers to seek input from consumers and TIPS & CONCERNS
Develop writing skills and
users on ideas early on in the design process. The narratives added to the
general development by
designcocept enable consumers to immerse themselves either in a new reading books.
world or in the use setting. -----------
Use simple language
WHAT & WHY? Stories serve as early input for your innovative idea and can filter out and avoid the overuse of
conservative responses that are typically present when an idea is new. This input helps you to adjectives.
check whether your idea meets the consumers’ needs (present or future) or whether it adds -----------
value to them. This consumer input is only valuable when the consumer understands the new Avoid strong emotional
idea well. fluctuations. Otherwise,
Stories trigger a special kind of imagination that is called narrative transportation. When you will get undesired
we watch a movie or read, we sometimes forget the world around us, and while immersed in ‘emotion-in equals emotion-
this story world, we may have a clear image of this world in our heads and can even share out’ effects in the obtained
the feelings and thoughts of the main character that can feel like a real-life experience. consumer input.
You can explore research questions regarding general attitudes, believability, ease of use -----------
perceptions, benefits, or disadvantages. Try to explore the user’s recognition and even their First set the scene, followed
evaluation of current, new, or future needs and intended meanings. You can use this input to by an imaginable plot with
improve your idea, and a new story about the idea may emerge. Stories could be discussed events and outcomes in the
with stakeholders so that they also can experience the use and benefits; this allows them to middle and concluding with
generate a clear picture of the idea and assess possible consequences for consumers’ daily a neutral ending.
practices. Sometimes the story is accompanied by visualisations, which can either be in a text - - - - - - - - - - -
or video format. Avoid an obvious happy
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ending for it will make your
Science fiction has been called ‘the literature of ideas’, and often explores the potential consequences of scientific, social, and 189
MINDSET: The art of writing stories is to identify the main theme and the variation from the story’s intentions unclear. You want
technological innovations. It started with Mary Shelley’s 200-year-old Frankenstein creature who is more alive than ever in his new
role as the bogeyman of artificial intelligence (AI). Supermale from 1902 is a novel by French author Alfred Jarry, revolving around a beginning to its end. One pitfall is to construct an overly compelling story with extraneous details. an evaluation of the idea,
race between a train and a team of cyclists fuelled by perpetual-motion food, and the exploits of endurance and sexual athleticism. - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - not of the story.
The word ‘robot’ entered world literature in 1921, via the Czech Karel Čapek’s play RUR (Rossum’s Universal Robots). Today series like WHEN? For really new product ideas, a story is a useful prototyping tool in the early phase of the --------------------------
Black Mirror (Netflix) further explore new techno-worlds through storytelling. design process. LIMITATIONS
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Valuable input is only
HOW? Present multiple stories to the same Step 3: Select and invite participants. possible when consumers
participants (monadic or comparative ----------- understand the idea.
testing). Visuals helps to distinguish the Step 4: Let them read or watch the story. -----------
stories. participants tend to take the Encourage attentive reading. Misunderstandings that are
depicted content into account in their ----------- resolved through discussion
evaluation, and thus the mindset rules about Step 5: Interview the participants or let them can be valuable input for
avoiding emotions and rich details also apply complete a survey. Encourage them to share improvement of your idea
here. Simple drawings are sufficient. Avoid their opinion and emphasise that there are and story.
facial expressions and use a consistent style. no right or wrong answers. -----------
----------- ----------- Having only textual
Step 1: Determine how many ideas you want Step 6: Analyse your data, improve your idea. explanations of product
input on, what kind of input you would like ----------- details in a story format
to get, and from whom. Decide on the format Step 7: Develop a new story. will not allow all consumers
(as in visualisations, text, or video). ----------- to imagine them the same
----------- Step 8: Discuss your findings and way. At that point, different
Step 2: Write the story, and transform your improvements with your stakeholders. prototyping methods will be
need for input into a list of questions. more suitable.
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REFERENCES & FURTHER READING: Van Laer, T., Edson Escalas, J., Ludwig, S., & Van Den Hende, E.A. (2018). What happens in Vegas stays
on TripAdvisor? A theory and technique to understand narrativity in consumer reviews. Journal of Consumer Research. / Schweitzer, F., & Van
den Hende, E.A. (2017). Drivers and consequences of narrative transportation: understanding the role of stories and domain‐specific skills in
improving radically new products. Journal of Product Innovation Management, 34(1), 101-118. / Van den Hende, E.A., & Schoormans, J.P.L. (2012).
The story is as good as the real thing: Early customer input on product applications of radically new technologies. Journal of Product Innovation
Management, 29(4), 655-666.