Course Objective & Scope
AI is fast at generating ideas, but used without control it multiplies the average ideas everyone else reaches. This course teaches how to use LLMs as a sparring partner that widens divergent thinking, and then how to narrow ideas down critically.
SCAMPER, How Might We, Crazy 8s and analogy techniques are applied together with ChatGPT, Claude and Gemini; concepts are critiqued with synthetic personas, and selected ideas are turned into visual concept boards. The workshop runs on a real brief from the organisation and ends with presentation-ready concept routes and a reusable ideation template.
Who Should Attend?
- Graphic, brand and campaign designers
- Copywriters and creative directors
- Product designers and innovation teams
- Marketing staff who develop campaign ideas
Key Takeaways
- Build a wide idea pool by combining creativity techniques with LLMs
- Recognise clichéd, average output and steer prompts accordingly
- Expose weak points of concepts through persona-based critique
- Select concept routes by scoring ideas against criteria
- Express selected concepts through visual boards
Curriculum
From Brief to Problem Definition
- Breaking the brief into insights and constraints
- Generating How Might We questions
Divergent Ideation with LLMs
- SCAMPER, analogy and random-stimulus prompts
- Increasing variety through temperature, roles and constraints
Avoiding Clichés and Deepening Ideas
- Spotting average output
- Idea chaining and combination techniques
Persona-Based Critique and Selection
- Limits and proper use of synthetic personas
- Scoring concepts with a criteria matrix
Concept Boards and Presentation
- Expressing concepts through image generation
- Concept route presentation template
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