🎨5 DESIGN: What ideas could address the challenge?

Generate and develop ideas that respond to the reframed challenge. Aim for solutions that are desirable, feasible, and viable.

1. Why this step matters

Once you’ve clarified what really needs solving, it’s time to explore how. This step is about generating possibilities—not narrowing them too soon. By thinking broadly, creatively, and collaboratively, you create space for new ideas that are more likely to meet real needs and work in real-world conditions.

2. What this step helps you do

• Explore multiple ideas without judging them too early

• Combine creativity with realism to move from insight to concept

• Draw a new user journey and operational process to see if they address the challenge

3. How to approach it

Focus on divergence before convergence. Start by generating lots of ideas—however rough—then begin to cluster, shape and combine them. Use visual and participatory methods to bring concepts to life. Keep the user’s experience and the operational context in view. A promising idea is one that’s desirable, feasible, and grounded in what you’ve learned so far.

4. Suggested tools

Tool	Outputs
Crazy 8	A fast, structured way to generate diverse ideas in minutes.
Service Concept Canvas	A summary of a service idea that captures purpose, users, delivery model, and value.
Tomorrow’s Journey / Process	A visual walkthrough of how the future experience or service could work.

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