What is the 3I model in design?

Design thinking frameworks are a great way to ensure that the design team is following a proper design thinking process before you can move on to working on the actual design. The 3I model for design is one such design thinking framework created by IDEO which is a renowned international design firm founded by David Kelley in 2008. The 3I framework for design outlines the three key phases of the design process – inspiration to understand people, ideation to generate ideas, and implementation. The model was developed in the year 2001 and back then it was created to focus on innovation for social purposes but now it is widely considered as a great design thinking framework for any project. In this article, we will discuss what the 3I model for design is and what are some best practices around it.

What is the 3I Model in Design?

The 3I model for design is a thinking framework created by IDEO which is a renowned international design firm founded by David Kelley in 2008. When it comes to design thinking and user-centric product development, few organizations have had as much impact as IDEO and the 3I model has been one of the most popular models from IDEO. The model was developed in the year 2001 and back then it was created to focus on innovation for social purposes but now it is widely considered as a great design thinking framework for a project. The 3Is in this model stand for:

1. Inspiration
2. Ideation
3. Implementation.

The inspiration phase involves concentrating on the issue or chance that spurs the quest for answers, the ideation phase involves developing the process of generating and testing ideas, and the implementation phase involves really starting the project development phase in people’s life.

The 3Is – Inspiration, Ideation and Implementation

Let us have a detailed study of the three steps involved in 3I model for design thinking:

Inspiration:

The first phase of the the 3I model is all about developing a deep understanding of the problem. During this stage, designers observe users, conduct interviews, and gather insights about the customer. The goal is to figure out the unmet needs of users, identify their pain points, and gain empathy for the target audience. By engaging with real people and their experiences, designers can figure out some user perspectives that the industry may not be aware of. This human centric approach is fundamental to IDEO’s philosophy, as it ensures that solutions are grounded in real world needs rather than assumptions.

Effective techniques for the Inspiration phase include the following:

1. Ethnographic research
2. Contextual inquiry
3. Participatory design sessions.

The Inspiration phase is not just about collecting data; it is about cultivating empathy and developing a better understanding of the problem faced by the customer. By immersing themselves in the lived experiences of their target audience, designers can uncover subtle emotional and psychological factors that shape behavior and preferences.

Ideation:

Once we have gather insights from the Inspiration phase, the next step is to move to the Ideation stage. This is where the designers generate potential solutions through various ideation techniques. The major goal of the ideation phase is to encourage divergent thinking, where no idea is too far fetched or unconventional. By exploring a wide range of possibilities, designers increase their chances of arriving at truly innovative solutions.

Following exercises are included in the Ideation phase:

1. Brainstorming sessions
2. Prototyping
3. Collaborative sessions

During Ideation, designers may also use techniques like mind mapping, storyboarding, and bodystorming (physical simulations of user experiences). It is essential to approach Ideation with an open mindset, not having quick judgment and allowing for free flowing creativity. Designers during this phase should embrace “thinking outside the box” and consider unconventional approaches that challenge established norms of design or product.

Implementation:

The Implementation phase involves refining, testing, and bringing the chosen concept to real life. This stage involves iterative prototyping, user testing, and continuous refinement based on feedback. During Implementation, designers must balance creativity with practicality, ensuring that the final product not only meets user needs but also aligns with business goals and technical constraints. Collaboration with engineers, marketers, and stakeholders is essential to ensure a seamless transition from concept to reality.

Following processes are conducted in this phrase:

1. Iterative prototyping
2. User testing
3. Feedback and Ideation

For Effectively going through the implementation phase the design must have a systematic approach towards prototyping and user testing. Designers should create low fidelity prototypes to quickly validate the concepts, and then gradually refine and add fidelity to the design. Also user testing sessions are important since they provide valuable feedback which can be used to refine the user experience, and ensure that the final product resonates with the target audience.

Best Practices for Using 3I Model

Following are some best practice you can follow while using The 3I model of IDEO:

1. Empathy:

For The 3I model of IDEO, you must empathize with your target customers. Use techniques like ethnographic research, contextual inquiry, and participatory design to gain insights into their lived experiences, emotions, and behaviors. These insights will help you design a better product for them.

2. Encourage Divergent Thinking:

During the Ideation phase, create an environment that fosters creativity and embraces unconventional ideas. Use techniques like brainstorming, mind mapping, and bodystorming to allow divergent thinking inside the team.

3. Iterate and Prototype:

Use rapid prototyping and user testing to continuously refine and improve your solutions. Start with low fidelity prototypes to validate core concepts, and gradually increase fidelity as the design evolves.

4. Collaborate with stakeholders:

Involve stakeholders from various disciplines, such as engineering, marketing, and business, to ensure a well rounded perspective and smooth implementation. Collaboration enables cross pollination of ideas and helps identify potential roadblocks early on.

5. Encourage Experimentation:

Encourage a mindset of experimentation and risk taking within your design team. Celebrate failures as learning opportunities and create an environment where designers are not discouraged to explore unconventional ideas.

Conclusion

In this article we discussed The 3I model of IDEO for design thinking. The 3I model of IDEO has proven to be a powerful framework for tackling complex design challenges. By breaking down the process into distinct phases – Inspiration, Ideation, and Implementation, designers can approach problems in a much better and planned manner. Embracing the principles of the 3I model enables designers to create solutions that truly resonate with their target audience and ultimately leading to exceptional user experiences. Make sure to focus on the points mentioned in the video is order to implement The 3I model of IDEO in your next design project.