Ideation involves taking insights from consultation and research, then working together through structured design exercises to develop potential solutions. The ideation process can be highly interactive and can include in-person and virtual workshops, the creation of live prototypes as well as involving customers in the co-creation of new ideas. This phase also includes the validation of ideas with real customers to ensure to best chance for delivering successful products, services and experiences. Ideation is an engaging experience for you and your team to take a deep dive and truly empathize with your customers and stakeholders.