Exploring Big Ideas

We generated Big Ideas on the topics of Christmas.


  • Invite lonely people to a Christmas dinner
  • Help refugees that feel lonely at Christmas
  • Help kids eat healthier at Christmas
  • Creating a great Christmas for people in urban Stockholm
  • Make urban people interested in local nature, in and around Stockholm
  • Hire a Santa for Christmas
  • Where is Santa?


Shopping and Business

  • Finding presents for kids
  • Help kids wish for environment-friendly and sustainable Christmas presents
  • Christmas trees are not environmentally friendly. How can we solve this?
  • Help parents find second hand Christmas gifts



  • Help travelers at ‘skip stations’ to get to work
  • Better flow in the subway
  • Christmas travel guides
  • Alternate transportation. Rentals, bus, or helicopter
  • Simplify check-in and security at Christmas airports
We voted on the Big Idea of challenges with environmentally sustainable Christmas gifts.

Stakeholder Maps

We generated a Stakeholder Map from the Big Idea.


  • Want toys to not break
  • Want to give presents at reasonable prices
  • Influence the kids on what’s on the wish list
  • Different parents promote different Christmas gifts based on history and norms
  • Want the kids to be happy



  • The ability for reflection on alternatives and values on Christmas gifts
  • Want many presents
  • Pressure from other kids
  • Kids with an ‘environmental budget’ for Christmas gifts



  • Kids channel on public tv
  • School and teachers
  • YouTubers


Shopping and business

  • Store owners and managers
  • Logistics managers
  • Toy producers
  • Local producers
  • Service provides
We voted for building empathy for Sabina the mum and Mackan the Youtuber.

Empathy Map

The workshop attendees discussed what level of insights and interest Sabina might have on environmental topics. We found two possible stating states. Sabina is unaware of the impact of a sustainable lifestyle and environmental conditions. Sabina may also start with an understanding, but is challenged to find information that enables her to choose the right products and priorities.

An Empathy map structures what Sabina ‘Say’, ‘Feels’, ‘Thinks’ and ‘Does’.

Sabina THINGS that she is struggling with the question of how much responsibility she should take on the topic. Maybe it’s just easier to ignite it. Her kids have many wishes for toys and high-tech electronics. She looks for energy consumption levels, the origin of production. She looks for reusable, second-hand gifts. Sabina thinks that she wants to make the kids happy.

She FEELS a bit stressed about the topic. She needs more information. But she is struggling with time.

She SAYS that the family will have a ‘Green Christmas’ this year and that Organic is important for a sustainable lifestyle. She also talks to the kids about their wish lists. “You already have 5 of those! Do you really need one more?”. She asks the kids for a more eco-friendly wish list.

She searches the web for Christmas presents. She discusses the topic with her friends on Facebook. She looks for products on the net that has energy declarations.

Needs Statements

We ended the workshop by calling out the needs of Sabina and Mackan.

The workshop practiced on Playbacks. A Playback is a safe environment to share ideas.

Needs statements for Sabina, the Mom

Needs statements for Mackan, the Influencer

“Well thought out and structured presentation and Workshop”

“Good moderation by the hosts and a good mix of both lectures and workshop tasks. Nothing seemed too much or too little. Just enough information to digest. Really nice cooperation that led to a lot of good discussions”

IBM Design Thinking: Deliver Breakthrough User-Centric Solutions
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