Getting the Right Design is about considering many other ideas and then choosing between them (see figure below, left). That is:
– generate many ideas, e.g., inspired by brainstorming, discussions, lateral thinking, client discussions, observations of end users, etc.;
– reflect on all your ideas;
– choose the ones that look most promising and develop those in parallel;
– add in new ideas as they come up.
The right figure illustrates this process as a tree, where multiple solutions are developed, and choices made about which of the one or more branches – ideas – are worth following