What should teams be looking for when narrowing down ideas?

When teams are narrowing down ideas, the focus should be on ways to get closer to the customer's ideal state. This is essential because the primary goal of design thinking and customer-centric practices is to enhance customer satisfaction and deliver value that aligns with their needs and desires. By concentrating on the customer's perspective, teams can evaluate ideas based on their potential to genuinely improve the user experience, solve problems, and create meaningful interactions.

This approach encourages teams to assess how each idea resonates with the actual needs of the customer, ensuring that the final solutions are not just innovative but also practical and desirable. Involving customer feedback and insights during this process allows for a more targeted and effective refinement of ideas, ultimately leading to more successful outcomes that are aligned with what users truly want.