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3 views8 pagesSCAMPER Technique for Creative Ideation
This document presents the SCAMPER creativity technique. It explains that SCAMPER is used to generate new ideas based on a base object by asking questions about how to substitute, combine, adapt, modify, find new uses, eliminate, or reorder parts of the object. It then details each letter of SCAMPER and provides examples. Finally, it shows how to apply SCAMPER to the development of a FlipBook project on stopping a vehicle.
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0% found this document useful (0 votes)
3 views8 pagesSCAMPER Technique for Creative Ideation
This document presents the SCAMPER creativity technique. It explains that SCAMPER is used to generate new ideas based on a base object by asking questions about how to substitute, combine, adapt, modify, find new uses, eliminate, or reorder parts of the object. It then details each letter of SCAMPER and provides examples. Finally, it shows how to apply SCAMPER to the development of a FlipBook project on stopping a vehicle.
Translated by
ScribdTranslationsCopyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
Mesoamerican University
Quetzaltenango headquarters
Advertising with a Specialty in Graphic Design
Language II (Advertising Writing)
Licda. Astrid María Ovalle López
New Product Project
Creation and Analysis
Glendy Violeta 2019350
Juan Oseas 2019350
Erick Estuardo Godínez Fuentes 2019350055
Second Semester Section 'D'
Quetzaltenango, September 9, 2019.
Introduction
A technique is a set of knowledge and systematic actions that allows us to
they make life more comfortable. In creativity, they are also known as a process
the intervention scheme that will help us generate ideas, perhaps with
less effort, and with better and faster results than if we left it to the
chance.
The techniques and, especially some well-known ones like brainstorming, without
the most well-known doubt, have helped to popularize the development of creativity.
But we cannot limit the work of creativity to the techniques of creativity.
We must understand them for what they are: tools that make our work easier.
creative, especially when we practice it in a group.
They fundamentally arise for people who need to generate ideas.
originals and especially professionals who frequently need to generate
ideas, like advertisers or engineers, or any other similar profession, and that with
these techniques can think outside the box, beyond the ordinary, understanding the
box as the boxed mind is how the techniques seek to activate in a way
the intentional exploratory mind that seeks possibilities.
What is SCAMPER?
It is a technique of creativity or ideation that has as its starting point a
object or basic idea that will be exposed to different questions to find
new approaches to the initial object.
By object, we generally refer to a process, product, or service. With
we refer to questions about the object that guide us to
realizar 5 tipos de acciones: Sustituir, combinar, adaptar, modificar, poner en otros
uses, eliminate and rearrange.
These 5 actions translated into English give the name of the technique as we focus.
they form an acronym:
Substitute
Combine
Adjust
Modify
Put to other uses
Eliminate
esreveR
How is a SCAMPER done?
Each letter of SCAMPER indicates a different question. Let's look at examples.
of SCAMPER questions and then we will do an example of its application.
Substitute
Take a part of the concept or subject of study and replace it with another element.
What could it be? Any part of a product, one or more activities of a
process, a change of place, change of people.
Some questions we can ask ourselves are:
Can I use other materials or ingredients?
What material would work better than the one I have?
What if we switch person x for person y?
What if I use the idea in another place?
An example of substitution is the implementation of software that works in the cloud.
instead of using software that requires specific hardware to function.
Combine
What would happen if we combine two or more elements of the situation, product or
service? What benefits would we find?
Examples of combination questions are:
Can I combine these elements into one?
Connecting this product with another would allow me to generate two functions.
compatible in one?
Can I merge my service with that of a strategic partner into one to
increase the value perceived by the customer?
Would it reduce my costs if I merged the people from department X with those of
Department Y in one place?
Example: The use of Android as an operating system for cell phones by giants like
Samsung and LG have brought better results for both Google and the
mobile manufacturers who did not have a stable operating system.
Adapt
Is there something from another context or situation that we can use for our case? With
We base 'adapt' on a specific situation, functioning, or forms that
be useful for our case.
Thomas Edison had it clear from the beginning:
Stay informed about the new ideas that others have successfully used. Your idea
it only has to be original in its adaptation to the problem you are working on.
Thomas Edison.
Would the way they would solve it work for me?
What could I imitate to adapt it to my context?
What can I use as inspiration?
Is what is happening to me now related to something else?
What the competition is doing, can I do it too?
That business was very successful in Peru, would the same happen in Ecuador?
Example of Adaptation: Snapchat stories have been a success. Could others
platforms imitate/adapt their idea? Of course, that's what Facebook and WhatsApp did.
App that the states implemented successfully.
Modify
It consists of the modification, change, or expansion of an element. It can be
directed to a part or to the whole element.
The questions for modification can be:
Can I add something to improve this product?
Can I change its appearance in color, texture, size, smell, or presentation?
Would training the staff allow for an increase in sales?
Can I include additional features?
The shift from button-based mobile screens to touch mobile screens
it was a huge change based on the modification of the screen.
Put to another use
While it is true that we conceive a product, process, or service with a intended use,
On the road and under certain circumstances, we might find others.
uses or markets for the element.
Questions at this stage are:
What if I take this product somewhere else?
Would children be attracted to this service?
What else could I use this for?
Could it solve a problem for which it was not designed?
Delete
Consider what would happen if you removed, minimized, or reduced something from the element.
Can I remove component X without altering the function?
Can I simplify the activities in this process without affecting the outcome?
Can I make the product lighter if I remove screws?
Is there anything unnecessary in this service?
Industrial automation with robotics to replace 'human' labor
It is a clear example of the removal of people to reduce labor costs.
Rearrange or reorder
Take the sequence, pattern, or design and think about how it can be reorganized.
Common words of this stage are exchange, fall back, turn, cancel,
delay, readjust, and undo.
Examples of questions in this stage are:
Can I swap the fullscreen button with the volume button?
Can I get paid before making the delivery?
Can I get the service before paying for it?
If I turn the suitcase upside down, will it still be functional?
Platforms like Trivago or Despegar have redefined the concept of travel,
allowing you to get flights + hotels + additional services from a single place easily
comparison, what it means for the customer to choose the best option in terms of cost and
benefit.
Benefits and Advantages of SCAMPER
SCAMPER offers guidelines on the base object. Its advantage lies in that
allows us to approach the situation from multiple perspectives, which can be very
useful when we don’t quite know how to search for solutions or improvements.
we would define it as a structuring of creativity.
Its main advantage is also its limitation. SCAMPER is not very oriented.
towards the creative process, it is about a line that runs through different
questions to find better solutions to an object, but what then?
Thus, its scope is finite, it does not allow going beyond.
However, its application is useful and can lead to great solutions.
for the product, service, or process under study.
With this clear, let's look at an example of its application.
Application of the Technique to the FlipBook Project 'Stop'
How is the technique applied?
As in all cases, the problem or idea must first be identified.
that is intended to be developed. In this case, a challenge in pairs about carrying out a
FlipBook that identifies the action of stopping.
Next, the question bank [Link].
S) Substitute: it was considered to replace part of the problem, arriving at new
ideas, changing things, drawing locations, illustration procedures
the drawing, people and even the emotions that would indicate the action of
[Link] What can I substitute or change?, which
we responded with the previous sketches.
C) Combine: the combination of two or more parts of the problem led us to
create a different FlipBook with an improved synergy between the inconvenience
of action and movement to represent it by creating a story that
counts for itself, something new. Question: What piece or idea can I
combine?, it was answered with that a vehicle can go too fast
quick and try to stop, always in a contextual story.
A) Adapt: we adapt the existing idea to solve problems that arise
they introduced us. Question: what ideas or processes can be
arrange?, like how the car had to have a finish when braking
as a kind of conclusion to the previous drawings.
M) Magnify or increase: we expand our ideas to perceive the
most important components. Question: What can be improved?
extend, increase or strengthen?, we could increase the brake through
from a close-up, we magnify the detail of the brake that can
visualize oneself.
P) Put other uses: based on the current idea we had, we placed it
as an example for other uses that it could be reused for the purpose of solving
a future problem like changing a story. Question: In what other
What can an idea or process be applied to?, for which the vehicle can
be a versatile actor with multiple uses to see roles in the
history.
E) Eliminate or minimize: we ask ourselves what could happen if
In our idea, it is reduced or eliminated in several of its components. Question
Which components can be removed, reduced, or limited? This was
eliminate verbs like accelerate, the effect of this and base ourselves on it
brake action itself.
R) Reorganize: for the proper functioning of our process in the
FlipBook followed a different order than initially established. Question
What idea, sequence, models, or aspects can be postponed, inverted,
reorder, reschedule? Well, we were defining what we were doing in
based on the story and our technique.
Class Exercise: How can I create a Logo for the Arcadia Festival that identifies my
tastes and those of the Graphic Design Community?