A creative idea generation methodology by future envisioning from the user experience perspective

•We suggest the systematic process for a creative idea generation for the fuzzy front end of innovation.•We suggest the future envision method to identify implicit and latent opportunities.•We collected and classified 70 idea generation techniques into each phase of UX-driven process.•A creative idea generation methodology can help novice designers, analytical individuals as well as intuitive individuals.

Although several studies have suggested activities of the fuzzy front end (FFE), they focus more on incremental innovation than to radical innovation. This study developed a creative idea generation methodology for the FFE of radical innovation from the user experience (UX) perspective, i.e., UX-driven idea generation methodology. Based on a literature review, a creative idea generation process was developed; it consists of four successive phases (Future envision, Opportunity identification and analysis, Idea generation, and Idea expansion) and one supportive phase (Ideation control). From various research fields, 70 idea generation techniques were collected and classified into phases of the process. To identify implicit and latent opportunities, the future envision method was developed based on a factor combination approach. In assessments by four experts in IT, the ideas generated by the UX-driven idea generation methodology got higher scores than brainstorming approach in novelty and relevance, but not in feasibility. The effectiveness, efficiency, and satisfaction was greater in the group who used the UX-driven idea generation methodology.Relevance to industry: The idea generation methodology suggested in this study can help indusial designers such as novice designers, analytical individuals as well as intuitive individuals who adhere to initial ideas. The UX-driven methodology can be used as a guideline when selecting an idea generation technique in the FFE.