The first element of SCAMPER. Substitute.
While tackling a problem, the substitution technique allows you to generate models by challenging to replace things. Specific to your problem at hand, you can think of substituting ‘people’, ‘process’, ‘material’, ‘time’, ‘place’, and/or anything that applies. By employing this technique, you will generate interesting and diverse thought process – leading to better solutions.
For your next visual design exercise, you should think aloud questions similar to these and more…
- Can I change the rounded button to a square one?
- Can I replace the header image with a solid or gradient color block?
- Can I change the location of news section from top to right?
- Can I change the font?
- Can I change the navigation flow?
- Can I replace the text menus to graphical icons?
- What if I change the menu name?
- Can I use this idea in a different place/page?
- What if I replace this block of text by a blank white space?
- Can I use a different color instead?
- What if I use a different sound in the introduction video?
During a design process, we are usually driven by few inspirations and prefer to produce the design following a no-noise approach. While we are sure we are using our wisdom and experience subconsciously very well to include the “substitute” practice too, it is better if we do it consciously. As mentioned earlier, substitute technique can be applied to any problem; and hence, very much to a design problem as well.
SCAMPER is used to produce original (authentic) ideas. So, let’s “substitute” more consciously and reap more rewards from your skilled designers – leading to a sell-able design, always!
Vishal Mehta is a usability professional who loves to play chess and has a strong eye for details. He’s also the CEO of IDYeah Creations, a UX practice in Pune, India. Vishal is also a guest blogger on UXBooth, Technorati, BlogCritics, and SAP Community Network.
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