Now it's time to choose! You probably have many interesting ideas, but it is impossible to develop and test them all at once. Follow the steps below to choose which ones to focus on.

1. Gather your ideas

From the previous step of finding patterns in your ideas, you should now have many different ideas or groups of ideas that you can work with.

Lay out the ideas in front of you and go to the next step.

2. Create a matrix

Now you need to decide how to prioritize your ideas so you can choose which one to focus on. To do this you will use a simple matrix.

There are many things to base your choice on, but it is often a good idea to start by focusing on your target audience and what can create the most value and impact for it.

Start by drawing a vertical and horizontal line that intersects, in the middle of a large piece of paper. Then write "Impact" next to the vertical line and "Effort" next to the horizontal line.

If you have other scales that are more important to prioritize from the outside, you can use these instead. For example, one of the scales may be how innovative an idea is, rather than how much impact on the user it creates. Or it may be how feasible an idea is, compared to how desirable it is. Remember what is most important to your target audience and what is most valuable to them.

3. Prioritize

Place your idea's post-it notes on the matrix based on where you think it fits on the scales. If you do this in a group, it can be good to discuss each idea briefly while you place them, so that everyone agrees.

It can be helpful to compare them with each other. For example, if you have placed one in the middle, does the next idea create more or less impact or effort?

Once you have placed everything on the matrix, see if you think any need to be moved around. When you are done, you can move on to the next step.

4. Choose an idea

Now the only thing left is to choose an idea to further and develop.

It is probably most logical to choose one from the upper left corner of your matrix (great impact and little effort) but it may be that others feel more important to develop and test first.

To choose, you can either discuss and agree (which can be more of a challenge in a group) or use a technique called dotmocracy. It is a simple voting method which means that each person gets three points. You can distribute the dots however you want, for example to three different ideas, or put them all on the same idea. Each person decides for himself.

If you have some small stickers, you can use them, but it is just as well to use a felt-tip pen and draw dots on the ideas you vote for.

You can also choose to categorize the different squares to more easily decide how and when you want to implement your best ideas.

When everyone has voted, take the idea that received the most votes to development. If a number of ideas have the same number of votes, discuss and make a choice.

Once you have selected an idea, proceed to the next step of the guide to develop it.

If you follow the guide, go back for the next step.

6. Develop ideas