Now that you understand your users (Part 1: Empathy), it's time to generate solutions! Ideation is the creative process of generating many possible solutions to a problem. Prototyping is about making those ideas tangible so you can test them with real users.
The key principle: Generate quantity first, then select quality. Don't judge ideas too early - wild ideas often lead to breakthrough innovations!
Human Centered Design typically follows an iterative process. You've completed the first phase (Empathize), and now you're moving into the creative phases:
Understand users
Frame the problem
Generate solutions
Build to test
Learn & iterate
This lesson focuses on steps 3 & 4 (highlighted in green)
Before ideating solutions, you need to frame the problem properly. A good problem statement is specific enough to be actionable but broad enough to allow creativity.
Turn insights from your empathy research into actionable questions that begin with "How might we..."
"How" - suggests we don't know the answer yet
"Might" - suggests it's possible, but not guaranteed
"We" - suggests we'll solve it together
Insight: College students forget assignment deadlines because they use multiple apps and platforms.
HMW Question: How might we help students track all their assignments in one place?
Insight: Elderly users struggle with small text on smartphones.
HMW Question: How might we make smartphone content more accessible for users with vision challenges?
Insight: Restaurant diners feel rushed when servers ask if they're ready to order.
HMW Question: How might we let diners signal when they're ready without verbal interaction?
Effective brainstorming isn't just "throwing out ideas." It requires structure and ground rules to maximize creativity.
"The best way to get a good idea is to get a lot of ideas."
- Linus Pauling, Nobel Prize winner
Fold a paper into 8 sections. Set a timer for 8 minutes. Sketch a different solution in each section (1 minute per sketch). This rapid-fire method forces you to think beyond your first obvious ideas.
When to use: When you need to quickly explore many directions for a specific feature or screen.
Start with your HMW question in the center. Branch out with related concepts, then branch again. This technique helps explore problem spaces and find unexpected connections.
When to use: When exploring a complex problem with many interconnected aspects.
A checklist of questions to transform existing solutions:
Substitute, Combine, Adapt, Modify,
Put to another use, Eliminate, Reverse
When to use: When improving existing products or adapting solutions from other domains.
Deliberately brainstorm the WORST solutions possible. This removes fear of bad ideas and often reveals what NOT to do, which clarifies what TO do. Plus, it's fun and energizing!
When to use: When the team is stuck or being too conservative with ideas.
After generating many ideas, it's time to make them real. A prototype is a quick, simplified version of your solution that you can test with users.
Not to build the perfect product.
Yes to test assumptions and learn quickly.
Think of prototypes as "questions materialized" - each prototype tests a hypothesis about users.
The goal is to discover what DOESN'T work as quickly and cheaply as possible. Every failure is learning. Better to fail with a paper prototype than a fully-built app!
Prototypes range from low-fidelity (quick and rough) to high-fidelity (detailed and polished). Different stages require different fidelity levels.
What: Paper sketches, wireframes, storyboards, cardboard mockups
When: Early stages when testing concepts and flows
Advantages:
What: Interactive mockups, functional prototypes, coded demos
When: Later stages when refining interactions and visuals
Advantages:
Question: "Do users understand the basic navigation flow?"
Prototype: Paper sketches of key screens. Draw arrows to show flow.
Question: "Can users complete the checkout process?"
Prototype: Interactive prototype with clickable buttons (Figma, Adobe XD).
Question: "How do users feel about the microinteractions?"
Prototype: High-fidelity coded prototype with animations.
Don't underestimate paper! Paper prototyping is one of the most powerful tools in a designer's toolkit.
1. Sketch screens on paper or index cards
2. Cut out interactive elements (buttons, menus)
3. Have a "computer" person who swaps screens as users "click"
4. Have an "observer" who takes notes on user behavior
• Tests concepts in minutes, not days
• No coding knowledge required
• Easy to change mid-session
• Users know it's rough, so they give honest feedback
• Can test 3-4 variations in an hour
Design is not linear. You'll cycle through ideation, prototyping, and testing multiple times. Each cycle teaches you something new.
"If you're not embarrassed by the first version of your product, you've launched too late."
- Reid Hoffman, LinkedIn founder
1. Build a prototype (as simple as possible)
2. Measure how users interact with it
3. Learn what works and what doesn't
4. Repeat with improvements
Each iteration should answer specific questions and get you closer to a solution that works for users.
Instagram started as "Burbn," a location-based check-in app (like Foursquare). Through prototyping and user testing, founders Kevin Systrom and Mike Krieger noticed users loved the photo-sharing feature but ignored everything else.
They simplified: removed all features except photos, filters, and comments. This rapid iteration and willingness to kill their original idea led to Instagram as we know it.
Lesson: Let user feedback guide your iterations, even if it means changing direction completely.
Put your ideation skills to the test with the Solution Sprint game!
Play Solution Sprint Game →Next up: Learn how to test your prototypes with users!
Part 3: Testing & Iteration →