5 steps to generate perfect AR idea for marketing
Ideation may seem a strange process at first. It is a vital part of any project, yet somehow it gets overlooked way too often. Some teams do it without knowing how it’s called. So we’ve decided to explain what ideation is and how we conduct it to make dreams come live.
Augmented Reality Experience is heavily dependent on good ideation. As creative as it seems, AR industry’s best cases are those you can explain briefly and easy – which is the goal of ideation.
So what is Ideation?
To make this work, you will need an established methodology. It will turn creative nonsense into a concrete idea for a product. You can approach this task on your own. Just remember the goal – turn abstract AR idea into ready-to-sell pitch. We will share our own ideation methodology:
- Finding common ground (Who-When-What)
- Identifying the problem and task
- Hivestorm (a.k.a. Brainstorm)
- First team pitch
Repeat from step 2 until the One Big Idea!
Now let’s go through it!
- Finding common ground…
…isn’t exactly about the idea but will save you time and nerves in the future. Whoever you are and whoever you’re working with – everybody needs clear understanding, who’s in the ideation team. It can be an in-house creative department, development team client’s top management or a mix of everything. By setting an ideation team and who’s responsible for the concept will cut many future risks and nuances.
The core team shouldn’t be more than 6 people – otherwise it will easily turn into a circus of madness.
2. Identifying the problem and task
Sometimes clients come to us with a ready concept to ask if it’s possible to make. The answer is almost always yes, but it is here where we need to take a step back. Before any Augmented Reality idea sees light, you need to ask yourself – what is it for, after all?
Augmented reality can solve niche problems other technologies will never be able to solve – such as emotional brand engagement, reshaping the physical world into digital one, or a lockdown communication problem.
So before we go into crazy creative stuff, we start with asking ourselves: what problem are we solving? What can Augmented Reality do for it? What is the task of our AR experience?
Decide on 1-2 problems and keep them in mind. Now let’s get crazy!
There are so many Brainstorm variations that I don’t even want to go through them. We use a bunch. But it’s not about choosing the type of your brainstorm mechanic – it’s about the actual process and mood.
So I propose to you a Hivestorm!
We start of with our problem and every thought sounded by established creative idea. Even the most ridiculous words get written down. After that, we semi-randomly ask other people in our cozy Hive what they think of these ideas and throw their own AR ideas into the basket.
After the first session, we mark the blank points – for example, some technologies weren’t presented as a solution engine, or lack of indoor solutions. We take a break and go on a little research.
“Do your homework!” is a perfect way to describe the research part. At this stage, we gather references to ideas and try to fill up blank points. Not only we look up for similar AR cases, we search for answers and examples in other digital/ physical/ phygital cases and try to extrapolate them on our problem and task. Pretty simple, yet effective way to refresh your brain cells.
5. First team pitch
From now on, rough Augmented Reality Ideas get cut into precious gems – we carve them into product ideas, with their own references, technology proposals and extra features. All is done in house of our WeAR Studio Hivemind. At this stage, critique is asked for. Encourage saying not only subjective thoughts, but also feelings about the concept. It has to be technologically fresh, as well as sound exciting. Choose a killer idea, the one most you’re rooting for, and a couple of supporting ones. Wrap them up beautifully and get ready to the boss fight! To say short, remember the rule of “5 P’s” – Perfect Preparation Prevents Poor Performance.
Now you’re ready to gather your team and make a change – just by turning thoughts into words. Contact us for more insights and make sure to return soon!