Not long ago, I wrote about how to optimize your test ideas with better ideation methods. Today, we’re kicking off a series of posts to compliment our free, in-depth guide to using structured ideation methods to generate better ideas, better tests, and better decisions.
Ideation for more wins and bigger lifts
“Most of the work—and value—in experimentation is in how well the problem is defined upfront; how well the experiment is designed; and how well the team is able to understand and interpret the experiment’s results.”
Work surrounding how well a problem is defined isn’t ostensibly sexy, but it’s foundational, and doing this work gets more wins and bigger lifts when you apply a reliable ideation toolkit that scales with your experimentation program.
Chapter 1: Structured Ideation Methods 101
This first chapter of the guide is for true beginners or for those wanting to make the case to leaders that using a structured ideation process is super beneficial. You’ll learn what structured ideation is, why it matters, and all the need-to-know basics to start yourself off right before diving into the six methods we detail at length.
Being good at validating ideas via experimentation, does not, as a matter of course, make one good at generating ideas to validate. If you’re not happy with your current program ROI, it might be time to look at the quality of the research going into your idea generation.
In this chapter we give the definition of ideation, explain why structure is needed, provide the basis for ideation prioritization, and teach you how to create a scalable idea generation system. We discuss how to build strong hypotheses with reduced bias and diversified evidence. Finally, we discuss the value of getting outside help to extend access to broader perspectives and deeper experience.
Reaching experimentation maturity with Search Discovery & Conductrics
- Apply statistical principles to your ideation process and your experimental design,
- Implement state-of-the-art technology
- Provide training and support for the long haul