Brainstorming and Beyond: A User-Centered Design Method (Paperback)

Brainstorming and Beyond describes the techniques for generating ideas verbally, in writing, or through sketches. The first chapter focuses on brainstorming, the foundation method for ideation, which is a complex social process building off of social psychology principles, motivational constructs, and corporate culture. Brainstorming is commonly portrayed as an easy way to generate ideas, but in reality, it is a complex social process that is often flawed in ways that are not self-evident. Chapter 2 discusses Brainwriting, which is a variation on brainstorming in which each person writes ideas down on paper and then passes the paper to a new person who reads the first set of ideas and adds new ones. Since there is no group shouting out of ideas, strong facilitation skills are not required, and more often than not, Brainwriting results greatly exceed those of group brainstorming in a shorter time because ideas are generated in a parallel, rather than serial, fashion. Brainwriting is useful when time is limited, groups are hostile, or you are dealing with a culture where shouting out wild or divergent ideas might be difficult. Finally, in Chapter 3, readers learn about Braindrawing, a method of visual brainstorming that helps practitioners generate ideas for icons, other graphics, user interface layouts, or Web page designs. Each of these methods provides readers with ways to generate, present, and evaluate ideas so they can begin building a strong foundation for product success.

• Learn the proper techniques for generating ideas with  limited time, hostile audiences, and limited facilitation support.
• Explores efficient processes for analyzing the value of ideas.
• Examines ways to generate visual, as well as textual ideas.

「頭腦風暴與超越」描述了口頭、書面或草圖生成想法的技巧。第一章著重於頭腦風暴，這是生成創意的基礎方法，它是建立在社會心理學原理、動機構造和企業文化之上的複雜社會過程。頭腦風暴通常被描繪為一種輕鬆生成想法的方式，但實際上，它是一個往往存在著不明顯缺陷的複雜社會過程。第二章討論了「寫作頭腦風暴」，這是一種變體，每個人將想法寫在紙上，然後將紙傳給一個新的人，後者閱讀第一組想法並添加新的想法。由於沒有團體大聲呼喊想法，因此不需要強大的引導技巧，而且往往情況下，寫作頭腦風暴的結果遠遠超過團體頭腦風暴，並且在更短的時間內生成想法，因為想法是並行而不是串行生成的。當時間有限、團體敵對或者你正在處理一個喊出瘋狂或不同的想法可能困難的文化時，寫作頭腦風暴非常有用。最後，在第三章中，讀者將了解「繪畫頭腦風暴」，這是一種視覺頭腦風暴的方法，幫助從業者為圖標、其他圖形、用戶界面佈局或網頁設計生成想法。這些方法中的每一種都為讀者提供了生成、呈現和評估想法的方式，以便他們可以開始為產品的成功打下堅實基礎。

- 學習在有限的時間、敵對的觀眾和有限的引導支持下生成想法的正確技巧。
- 探索分析想法價值的高效過程。
- 研究生成視覺和文本想法的方法。