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Using questions to distill the core values

From: Developing Ideas and Design Concepts

Video: Using questions to distill the core values

In addition to storytelling, we can use questions designed to look at a product or service through a unique lens. The answers to these questions can give us a more provocative view of the product and possibly spark a new concept. When we work our way through answering the questions it can help refine our thought process, If we sketch our ideas. To demonstrate this process, we'll need a specific product to work with, so let's use moisturising body wash. Since this process is aimed at shedding new light on a product, the questions can be a little bit far fetched and more importantly, our responses should be somewhat extreme.

Using questions to distill the core values

In addition to storytelling, we can use questions designed to look at a product or service through a unique lens. The answers to these questions can give us a more provocative view of the product and possibly spark a new concept. When we work our way through answering the questions it can help refine our thought process, If we sketch our ideas. To demonstrate this process, we'll need a specific product to work with, so let's use moisturising body wash. Since this process is aimed at shedding new light on a product, the questions can be a little bit far fetched and more importantly, our responses should be somewhat extreme.

For instance, if you were to wake up one morning and find you've suddenly run out of body wash, how would you feel and what would you use in its place? Well, some interesting scenarios come to mind. Right off, I envision someone rushing around the house trying desperately to mix up some hand lotion with dish soap. So, here we've got the dish soap, got the lotion, and then we've got the bowl, working the mixing spoon. We'll drop in some motion lines for the hands.

The note sketching doesn't need to be pretty. It's simply a visual reference. All right, let's try another question. How about on an extreme level what would the world be like if the product was never again available? So, in the case of body soap, this is a natural to go extreme and make a statement. Something along the lines of a personal hygiene thermal meltdown. Sounds like a movie parody. Maybe we sketch some kind of disaster movie poster.

This one's really worth sketching out. We've got mushroom clouds, some type of graphic treatment. That's a keeper. Even a crude sketch helps. That's find for now. Another good question we might ask is, on the most basic fundamental level what does the product allow an individual to experience in their daily life? Imagine that gives people a feeling of inner personal confidence and a feeling of being prepared for some type of close encounter.

Okay? Here I'm thinking some type of elevator or subway scene. Those locations come to mind. Here's a couple. Okay, face to face, elevator buttons in between, people packed in tight with that special moment in the middle. He's glad he showered this morning, Alright, let's try one more. Other than what it was intended for what other extraordinary uses might we find for the product? Again, we can go extreme with our responses and since it's a body wash what about an illustrated muscle car taking a shower in an old clawfoot bathtub, a shower head.

After all, it's body wash. Right? Now the questions and answers can give us a good start, but we're by no means limited. In fact, any question that add a unique perspective to how you view your client's product needs to be asked. Not only are core values a key starting point for the next step of the creative process, but we can see from our note sketch images that there are times when simply establishing a core value can reveal the beginning of a concept solution.

It may seem that we're distancing ourselves from the technical qualities of a product or service but that's fine. It's essential that we try to find as many different ways of looking at those products or services as we can. Creating great concepts is every bit about having the widest selection of ideas to choose from.

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This video is part of

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Developing Ideas and Design Concepts

34 video lessons · 8660 viewers

Craig Smallish
Author

 
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  1. 8m 45s
    1. Welcome
      1m 12s
    2. The importance of the original idea
      2m 50s
    3. What is concepting?
      2m 4s
    4. Demystifying "the process" in the creative process
      2m 39s
  2. 8m 48s
    1. Working with clients
      4m 14s
    2. Defining the project
      3m 0s
    3. Defining the project obstacles
      1m 34s
  3. 7m 44s
    1. Doing your research
      2m 22s
    2. Avoiding the pitfalls of mediocrity
      3m 28s
    3. What is a concept plan overview?
      1m 54s
  4. 11m 2s
    1. Using storytelling to determine core values
      3m 33s
    2. Using questions to distill the core values
      3m 46s
    3. Determining core values
      3m 43s
  5. 8m 59s
    1. Using the free-association process
      3m 39s
    2. Starting with seed phrases
      2m 55s
    3. Using the power of collaboration to increase ideas
      2m 25s
  6. 9m 48s
    1. Honing your ideas
      4m 20s
    2. Reviewing your descriptive words and sketches to find the best ideas
      2m 29s
    3. Experimenting with your ideas
      2m 59s
  7. 8m 2s
    1. Maintaining a diversity of ideas
      1m 0s
    2. Using search engines to fuel ideas
      4m 50s
    3. The rough concept retrospect
      2m 12s
  8. 9m 48s
    1. Defining the rough sketch
      4m 34s
    2. Visually defining your ideas
      2m 57s
    3. The strength of iteration
      2m 17s
  9. 5m 16s
    1. What is 180-degree thinking?
      2m 46s
    2. Demonstrating the approach
      2m 30s
  10. 9m 29s
    1. Defining the revised sketch
      3m 25s
    2. Demonstrating the approach
      3m 46s
    3. The importance of exploring variation (perspective, media selection, and stylistic approaches)
      2m 18s
  11. 6m 36s
    1. Defining the refined sketch
      2m 23s
    2. Demonstrating the concern for detail
      4m 13s
  12. 5m 3s
    1. Revealing the final concept "comp" solution
      3m 19s
    2. Reflecting on the process path
      1m 44s

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