Understanding the Methodology

Brainstorming is deceptively simple but effective when conducted with the right structure. Though traditionally seen as an informal exercise, modern brainstorming sessions in user research follow a more methodological approach to ensure productive outcomes. Here’s a breakdown of the key elements:

1. Preparation: Effective brainstorming begins before the meeting itself. It requires a clear goal, whether it’s solving a specific problem or generating ideas for a new feature. Preparing a well-defined problem statement or challenge ensures that the team stays focused and aligned.

2. Diverse Participants: Successful brainstorming thrives on diversity. A mix of stakeholders, including designers, developers, marketers, and end users, can bring different perspectives that enrich the process. For user research, involving both internal team members and external participants who closely resemble the target audience helps ensure a wide range of viewpoints.

3. Structured Rules: A set of ground rules encourages openness and prevents the session from descending into chaos. The most common rule is "defer judgment," meaning that no idea should be criticised during the ideation phase. Another key rule is encouraging participants to build on others' ideas, leading to a more collaborative and iterative thought process.

4. Facilitator and Recording: An experienced facilitator is crucial for keeping the session on track. They ensure that everyone contributes and that no one dominates the discussion. Meanwhile, ideas should be recorded in real-time, often on a whiteboard, sticky notes, or digital collaboration tools like Miro or Figma, so they can be referenced, grouped, and expanded upon.

5. Converging on Solutions: Once the ideas have been captured, the group transitions from divergent thinking (where ideas are generated) to convergent thinking (where ideas are refined and selected). This stage often involves voting or ranking ideas based on feasibility, user impact, and alignment with business goals.

Top 5 Use Cases for Brainstorming in User Research

1. Ideating New Features for Digital Products: Brainstorming is invaluable when developing new features or improving existing ones in digital products like mobile apps or websites. For instance, a team may brainstorm how to enhance an e-commerce platform’s checkout process based on identified user pain points, generating ideas that improve the user experience and drive conversions.

   A study published by Harvard Business Review found that diverse groups can generate up to 20% more creative solutions compared to homogenous teams, highlighting the importance of involving a cross-functional team in feature ideation .

2. Solving Complex Usability Problems: When user research identifies a critical usability issue, such as users struggling to complete a task, brainstorming helps create innovative solutions. The collaborative nature of brainstorming allows for both small tweaks and large redesigns to be considered, often yielding solutions that might not emerge from individual analysis alone.

   For example, Spotify's team used brainstorming to rethink how their mobile app’s search functionality could be improved after identifying usability friction during user testing .

3. Developing Personas and User Journeys: Brainstorming sessions are often used during the early stages of user research to develop user personas and map out customer journeys. Gathering insights from various team members with different expertise ensures that personas and journeys are holistic and grounded in real-world perspectives.

   Research published by UX Collective showed that brainstorming with cross-functional teams helps create more realistic personas and user journeys, ultimately leading to better-aligned product decisions .

4. Prioritising Features Based on User Needs: When faced with a long list of potential features, brainstorming can help teams prioritise which ones to focus on by considering factors like user impact, technical feasibility, and business goals. Through collaborative brainstorming, teams can also identify low-hanging fruit—features that deliver high value with minimal effort.

5. Innovating User Testing Approaches: Brainstorming is not just about product design; it can also be used to innovate the way user research itself is conducted. Teams may brainstorm creative approaches to usability testing or customer interviews, coming up with unique methods that yield deeper insights into user behaviour.

   As user research methods continue to evolve, brainstorming allows researchers to stay ahead of the curve by experimenting with different approaches, tools, and techniques.

Best Practices for Brainstorming

To maximise the effectiveness of brainstorming in user research, following a set of best practices is essential:

1. Establish a Clear Goal: Every brainstorming session should start with a clear, specific problem to solve or goal to achieve. Whether it’s improving a feature, solving a usability issue, or refining a customer journey, defining the challenge upfront ensures the session stays on track.

2. Encourage Wild Ideas: Innovation often emerges from seemingly outlandish ideas. Encouraging participants to think beyond the usual boundaries can result in unexpected, valuable solutions. Avoiding judgment in the early phases is crucial to keep the creative energy flowing.

3. Focus on Quantity First, Then Quality: Brainstorming should begin with a focus on quantity—more ideas lead to better ideas. Research from Stanford University suggests that encouraging teams to generate a large volume of ideas leads to higher-quality solutions as participants build on one another's thoughts . The refinement and filtering of ideas can happen once the ideation phase is complete.

4. Leverage Collaboration Tools: In today’s increasingly remote work environment, collaboration tools such as Miro, MURAL, or Figma provide an interactive platform for brainstorming. These tools allow teams to visualise ideas, vote on them, and create workflows that can be shared easily with others. Virtual brainstorming sessions can be just as effective, if not more so, when the right tools are used.

5. Ensure Psychological Safety: Psychological safety is key to a successful brainstorming session. Everyone should feel comfortable sharing their ideas without fear of criticism or judgment. According to a study by Google’s Project Aristotle, psychological safety was found to be the number one factor in successful team collaboration . When team members feel safe to share, creativity flourishes.

Conclusion

Brainstorming is an indispensable tool in user research, helping teams generate a wealth of ideas, solve complex problems, and foster collaboration across disciplines. Whether it’s ideating new features, solving usability challenges, or innovating user testing methods, brainstorming offers a flexible framework that can be adapted to different contexts and challenges.

By following best practices such as encouraging wild ideas, focusing on quantity before quality, and ensuring psychological safety, teams can unlock their full creative potential. In an industry where user needs are constantly evolving, brainstorming remains a timeless and vital approach for driving user-centric innovation and ensuring that products and services meet the demands of a diverse audience.