Navigating the Creative Journey

From Ideation to Evaluation

Silas Silikhe
7 min readSep 10, 2023

Working as a consultant designer has provided me with a unique opportunity to collaborate closely with visionary founders and dreamers who are passionate about creating transformative products. Through these experiences, I’ve had the privilege of learning invaluable lessons about the process of moving from ideation to evaluation. This journey, from the birth of an idea to the selection of the most promising solutions, is a pivotal stage in any creative endeavor. Whether you’re a seasoned designer or just starting out on your creative journey, this article aims to share some key insights and strategies to help you effectively evaluate and converge early ideas into innovative and viable solutions.

The Essence of Convergent Thinking

After a productive brainstorming session, where creativity flowed freely, it’s time to shift gears and transition from ideation to evaluation. This critical juncture in the creative process is where you determine which ideas are worth pursuing and which ones should be left behind. Moving from ideation, which involves generating a multitude of ideas, to evaluation, which focuses on narrowing down those ideas, can feel like a daunting leap. However, this shift in mindset is essential for turning abstract concepts into tangible solutions.


During the ideation phase, you might not have realized it, but you were already practicing convergent thinking. Convergent thinking is a cognitive process that involves evaluating and selecting the most promising ideas or solutions from a pool of possibilities. While divergent thinking encourages idea generation, convergent thinking helps identify the best course of action.

Convergent thinking doesn’t merely lead to a single solution; it also encourages further exploration and innovation. It’s a crucial component of creative problem-solving and decision-making. Here are some methods commonly used to practice converging ideas in the design world:

1. Priority Matrix: This tool helps you prioritize ideas based on their importance and feasibility.

2. Dot Voting: Team members vote on the ideas they find most promising, helping to surface the most popular choices.

3. How-Now-Wow Matrix: This matrix categorizes ideas into three groups: how to implement them now, how to implement them later, and wow, innovative ideas to explore.

4. SWOT Analysis: Evaluate ideas by considering their strengths, weaknesses, opportunities, and threats.

5. I Like, I Wish, What If: Team members express what they like about each idea, what they wish could be improved, and what innovative possibilities they envision.

6. Rose, Bud, Thorn: This method identifies the positive aspects (rose), potential growth areas (bud), and issues (thorn) associated with each idea.

7. Kano Model: Classifies features or ideas into categories like basic needs, performance needs, and delighters, helping prioritize based on user satisfaction.

The Three Pillars of Effective Evaluation

Effective evaluation of design ideas and solutions is the linchpin of successful product design, irrespective of your experience level. This process relies on three fundamental pillars: viability, desirability, and feasibility.

  1. Viability: This pillar revolves around assessing whether the idea aligns harmoniously with the project’s overarching goals and objectives. It entails a thorough analysis of the potential contribution the idea can make to the business or project’s success. For beginners, this pillar is a reminder to always tie your design decisions back to the project’s goals and business objectives.
  2. Desirability: Desirability delves into whether the idea addresses a genuine need or solves a pertinent problem for the end-users or customers. Is it a solution that resonates with and captures the imagination of the target audience? For newcomers to the field, desirability emphasizes the importance of user-centric design, ensuring that your solutions cater to the actual needs and desires of users.
  3. Feasibility: Scrutinizing feasibility involves assessing the practicality of implementing the idea within the constraints at hand. This encompasses factors such as time, budget, and technological capabilities. Newcomers should remember that feasibility is a constant reminder to work within the limits of the resources available, making realistic design decisions.

The visionary designer Bill Moggridge crafted a framework that elegantly encapsulates these considerations, charting their intersection between people, technology, and business. By meticulously assessing how well each potential solution aligns with these needs, you can swiftly discern the most viable ideas.

Embracing the Iterative Nature of Convergence

The journey from divergence to convergence is not a linear trajectory but rather an iterative process. It encompasses cycles of exploration followed by rigorous evaluation, and vice versa. The Double Diamond model, comprising four distinct phases — discover, define, develop, and deliver — beautifully exemplifies how divergence and convergence harmoniously work together as an iterative dance. Whether you are a seasoned professional or a budding designer, bear in mind that after the process of evaluation and narrowing down of ideas, it is equally important to embrace divergence once more. This iterative approach often unveils even more robust and innovative solutions.


The Vital Role of Prototyping in Evaluation

Prototyping plays a pivotal role in the evaluation phase of product design. It serves as the conduit to transform abstract ideas into tangible representations that can be rigorously tested, validated, and effectively communicated. Irrespective of your level of experience.

Prototypes come in varying degrees of fidelity, each offering a different level of detail and functionality. Here are the typical stages of prototyping:

  1. Low-fidelity Prototypes:
    These serve as simple representations employed for initial validation and testing. Think of them as rough sketches or wireframes that capture the basic concept without delving into intricate details. Low-fidelity prototypes are excellent for quickly exploring ideas, getting early feedback, and validating concepts. They are often devoid of color and intricate design elements to focus solely on the core functionality. Beginners should appreciate that these prototypes help in testing fundamental concepts without getting bogged down in aesthetics.

2. Mid-fidelity Prototypes: With greater detail, these prototypes effectively communicate specific aspects of the solution. While still not as polished as high-fidelity prototypes, mid-fidelity prototypes provide a more comprehensive representation. They might include some color and basic design elements but prioritize functionality. Mid-fidelity prototypes are ideal for refining user interactions, testing user flows, and iterating on the concept based on user feedback. Newcomers should understand that mid-fidelity prototypes strike a balance between functionality and visual representation.

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3. High-fidelity Prototypes: These meticulously detailed prototypes focus on visual and interactive elements, closely resembling a near-final representation of the product. High-fidelity prototypes include intricate design elements, and color schemes, and often mimic the actual user interface with a high degree of accuracy. They are valuable for simulating the final user experience, conducting usability tests, and garnering detailed feedback on visual aesthetics and interactivity. Beginners should recognize that high-fidelity prototypes offer a close approximation of the final product, aiding in comprehensive testing and validation.


Regardless of fidelity, prototypes aim to encapsulate the essence of the design or solution, simplifying the process of testing and communication, and accommodating designers of all experience levels.

Rapid Usability Testing: An Imperative Step

Usability testing emerges as a critical facet of the evaluation process in product design. It involves the keen observation of users as they engage with a product or prototype, offering profound insights into user behavior, preferences, and any existing issues. Whether you are a seasoned product designer or a beginner, the approach of rapid usability testing remains indispensable. It relies on employing low-to-mid fidelity designs such as paper prototypes and wireframes, mitigating the risk of investing substantial time and resources in flawed designs. Here are the fundamental components of usability testing:

  1. Participant: Test participants should accurately represent the product’s target audience, ensuring that the feedback provided aligns with the actual user experience.
  2. Task: Participants are assigned realistic, actionable tasks reflective of real user goals and requirements.
  3. Facilitator: A skilled facilitator guides participants through the testing process, furnishing clear instructions and seeking clarifications without exerting undue influence on outcomes.

Rapid usability testing allows designers of all levels to gather valuable insights early in the design process, avoiding costly revisions later.


The journey from ideation to evaluation constitutes a pivotal phase in the world of product design. Regardless of whether you are a seasoned product designer with a wealth of experience or a novice embarking on your design journey, the skillful application of convergent thinking, prototyping, and usability testing remains indispensable. By systematically evaluating and converging early ideas, you can ensure that the final solution is not only innovative but also grounded in viability, desirability, and feasibility. In the realm of design, creativity and discerning evaluation stand as symbiotic forces, essential for achieving exceptional results, irrespective of your position in the spectrum of design expertise.



Silas Silikhe

Step into my tech world, where I share insights on Product Design and Software Development for impactful empowerment.