English | Chinese (繁體中文)
The Role of This Tool in the Fourth Phase of the Design Thinking Method
In the Develop phase, Figure Storming enables a team to generate ideas by brainstorming as if they were a specific, recognisable figure—such as a visionary leader, a demanding customer, a regulator, or a famous innovator—thereby adopting different priorities and risk profiles.
This technique exposes blind spots in the team’s usual thinking and uncovers concept directions that better account for external expectations and pressures. It helps ensure that developed concepts are not only creative but also resonant with the viewpoints that will matter later.
Figure Storming is most suitable for perspective‑rich problems in which different stakeholders would view the solution very differently—such as balancing customer delight with compliance, designing for premium versus budget segments, or aligning social impact with commercial goals. It is particularly useful when you suspect that your team’s default lens is too narrow.
Figure Storming is constrained by the accuracy with which the team can simulate the chosen figure; stereotypes or caricatures can distort insights and lead to unrealistic expectations. It can also drift into theatre or humour that entertains but does not translate into actionable, grounded concepts unless carefully facilitated.
The Procedure for Using This Design Thinking Tool
Step 1: Define the Develop‑phase challenge and identify a few figures whose perspectives are relevant (e.g., “our CFO,” “our toughest customer,” “a famous design‑driven CEO,” “a strict regulator”).
Step 2: Divide the team into small groups and assign each group one figure, asking them to quickly discuss that figure’s goals, fears, and definition of success.
Step 3: In character, each group brainstorms ideas and solution directions as if they were that figure, capturing what they would prioritise, demand, change, or reject.
Step 4: Have each group present their ideas in character to the full team, then step out of character to discuss what is insightful or provocative about that perspective.
Step 5: Synthesize the most valuable insights across figures into a set of concept criteria or directions and incorporate them into the solution concepts you choose to develop further.
Tips for Facilitators: The facilitator should select 2–4 figures that are recognisable and relevant to the challenge (e.g., “our strictest regulator,” “our most impatient customer,” “a famous innovator,” “our CFO”) and prepare short role cards summarising each figure’s goals, fears, and typical decisions. They clearly articulate the challenge and decide how groups will be formed and rotated, ensuring a mix of functions in each group. The facilitator also plans explicit time for “in character” ideation and separate time for debriefing “out of character,” making it clear that the ultimate goal is to extract practical insights, not simply perform the role.
Next Steps in Your Design Thinking Journey
Continue your innovation journey with the following 3 Options to deepen your Design Thinking practice and amplify your impact.
