Challenging thinking with the worst possible idea

The Worst Possible Idea technique invites teams to deliberately generate absurd or clearly bad ideas. By doing this on purpose, the group lowers the fear of being wrong and breaks free from routine thinking. Because it feels easier to think of poor solutions than good ones, the method is also useful when a team faces a creative block. Listing “bad” ideas can loosen up thinking and often leads to stronger “good” ideas right after.

To use WPI, begin with a short and specific question, such as “How can we improve the checkout flow?” Set a timer and ask everyone to suggest the most unhelpful designs they can imagine. For example, a sign-up form with 20 required fields and no progress indicator highlights the opposite of what users need: speed and guidance. A food delivery app that only works at night shows why availability is essential. An online shop that hides prices until checkout proves how important transparency is. These exaggerations make hidden priorities obvious.

The final step is to flip each worst idea into a positive design rule or hypothesis. The 20-field form becomes “request the fewest inputs and show progress cues.” The night-only service becomes “offer clear hours and reliable coverage.” The hidden prices become “show totals early.” Summarize these lessons as simple do and do not rules that can guide sketches, storyboards, or quick prototypes. Keep the idea phase playful, but be strict about turning them into actionable insights.^[1]