Design Thinking Methods Catalogue

# Ideate

# 2x2 Matrix

Purpose
Visual categorization of ideas
Time required
15 to 45 minutes
Participants
Design Thinking team
Level of experience
Beginner

# What is it about?

The 2x2 matrix provides a visual overview of which ideas are of high enough quality to be pursued further. The matrix categorizes and prioritizes ideas by dividing them into, for example, (less) valuable and (less) complex ideas.

# The goal

The aim of this 2x2 matrix is fast and high-quality decision-making.

# How to do it?

  1. Draw a 2x2 matrix and name the axes according to the desired (conflicting) requirements.
  2. Prioritize the ideas out loud in the team and assign them to the corresponding quadrants.
  3. Decide which ideas should be pursued further. For example, you can select the top 3 ideas from the top right quadrant for discussion.

# When do you need it?

This method is particularly suitable in the early phases of generating ideas for business models through to conceptual considerations.

# Resources

  • Whiteboard, flipchart or paper
  • Sticky notes
  • Pen & marker

# Advantages

As the axes are highly modifiable, the matrix offers great flexibility for different decision-making situations.

# Disadvantages

The matrix can lead to unusable results if unsuitable axis parameters are selected.

# Keep in mind

It is generally recommended to label the axes SMART (specific, measurable, achievable, realistic and time-bound) and to experiment with different combinations of axes if these do not deliver targeted results. In addition, the ideas on the matrix should be kept as simple as possible to avoid confusion caused by complexity. The 2x2 matrix is a generalization of the How-Wow-Now Matrix.

# See also

Previous methods Alternative methods Following methods

# Sources

← 6-3-5 Method →