The Ideation Playbook

Make digital product design easier. Reduce risk, remove doubt and increase success.


Designed for digital

A proven, action-based method based on The Ideation Framework used by innovation studio fish in a bottle.

The methods in this playbook are based on proven design thinking, refined over 20 years of real world digital product and service design.

The easy to follow, five step process outlined in this playbook applies to websites, apps, games and interactives

product start-ups

Understand the detail of your opportunity. Quickly identify the needs of the people who will be using your product. Prove your concept while managing risk and unlocking funding stages.


Align and motivate teams. Capture organisational requirements. Deliver features to fixed budgets, time and resource. Communicate internally and get stakeholder buy-in. 


Understand the merits of an existing product or service. Put structure around feature ideation. Ensure the needs of your users are at the heart of your improvements. 

Tools, templates and guidelines

The Ideation Playbook includes tools for ideation as well as templates and guidelines that will help you move ideas from Inspiration to Implementation and through to success. 


Prove concepts and reduce risk

The Ideation Playbook will help you discover and validate digital product features before building them out. Discovery actions explore opportunities while validation actions confirm assumptions.

Prioritise and roadmap features

The Ideation Playbook will show you how to prioritise and roadmap features in preparation for handover to a digital product development team. Using simple processes that align to agile development methodologies you will improve alignment between teams and increase effectiveness. 


Download the Ideation Playbook

Find out how a simple framework can reduce risk, remove doubt and increase chances of success when designing digital products and services by downloading the Ideation Playbook.