Abstract

DesignAgility is an adaptation of the design thinking method and was developed to meet the specific needs of the publishing industry and the media sector in general. The authors of the eponymous book embedded DesignAgility into an agile framework that allows its users to effectively develop and implement media innovations with a small team. This sample chapter of the book focuses on Ideation and describes the qualified brainstorming and idea-generating in the innovation process. The needs of the users aka the ‘personas’ are reflected in so-called ‘user stories’. Through refinement the ideas are developed into possible product or service features. The chapter describes detailed steps from preparation to procedure and includes a checklist of how to easily follow the instructions for ideation. The visualization of the DesignAgility process shows where this step has to be taken within the whole innovation process.