A Guide to Using the SCAMPER Technique for Product Development

Coming up with innovative and creative ideas can be a challenging task. Fortunately, there are several techniques and strategies that can help, including the SCAMPER technique. In this article, we'll explore what SCAMPER is, how it works, and provide examples of how it can be used in product management.

What is SCAMPER?

SCAMPER is an acronym that stands for Substitute, Combine, Adapt, Modify, Put to another use, Eliminate, and Reverse. The technique was first introduced by Alex Osborn, the founder of the creative problem-solving firm, BBDO. SCAMPER is a structured approach to idea generation that involves applying each of these seven strategies to an existing idea or product to generate new ideas.

How Does SCAMPER Work?

SCAMPER is a versatile and flexible technique that can be applied in a variety of ways. The basic steps are:

1. Identify an existing product, feature, or idea that you want to improve or innovate.

2. Go through each of the seven strategies in the SCAMPER acronym and apply them to the product or idea.

3. Record the new ideas that are generated through the process.

Now, let's take a closer look at each of the strategies and how they can be applied.

S - Substitute

The first strategy is substitute, which involves replacing one element of the product or idea with another. This could involve swapping out materials, technologies, or processes. For example, if you were looking to improve a mobile app, you could substitute the existing payment system with a new one that offers more payment options.

C - Combine

The second strategy is combine, which involves bringing together different elements to create something new. This could involve combining features from different products or technologies. For example, you could combine the features of a fitness tracker with a music player to create a new product that offers both features in one device.

A - Adapt

The third strategy is adapt, which involves making changes to the product or idea to better suit a different context or user group. This could involve adapting the product to a different market or adapting the user experience to a different type of user. For example, you could adapt a children's toy to be more appealing to adults by adding more advanced features.

M - Modify

The fourth strategy is modify, which involves making changes to the existing product or idea to improve its performance or address a specific problem. This could involve modifying the design, functionality, or user experience. For example, you could modify a bicycle to be more aerodynamic by changing the frame shape and materials.

P - Put to Another Use

The fifth strategy is put to another use, which involves repurposing the product or idea for a different application or market. This could involve using the product in a different industry or market. For example, you could repurpose a smartphone camera for use in medical imaging applications.

E - Eliminate

The sixth strategy is eliminate, which involves removing elements of the product or idea that are unnecessary or redundant. This could involve removing features, components, or steps in a process. For example, you could eliminate manual data entry steps in a software application by automating the process.

R - Reverse

The seventh and final strategy is reverse, which involves turning the product or idea on its head to generate new ideas. This could involve reversing the order of steps in a process or looking at the problem from a completely different perspective. For example, you could reverse the way a mobile app is used by allowing users to start with the end result and work backwards.

SCAMPER Examples

To give you a better idea of how SCAMPER can be used in product management, here are some examples

Example 1: A company that produces electric cars could use the SCAMPER technique to generate new ideas.

Substitute: They could substitute the lithium-ion battery in their electric cars with a more advanced and efficient solid-state battery.

Combine: They could combine the features of a solar panel with the roof of their electric cars to create a car that can recharge itself through solar power.

Adapt: They could adapt their electric cars for the ride-sharing market by adding more comfortable seating options and customizing the ride experience.

Modify: They could modify their electric cars to have a longer range and faster charging times by improving their battery technology.

Put to Another Use: They could repurpose the battery technology in their electric cars for use in home energy storage systems.

Eliminate: They could eliminate the need for a charging infrastructure by developing an electric car that can recharge itself while driving through wireless charging 

Reverse: They could reverse the way people think about owning a car by creating a subscription-based model where people pay a monthly fee for access to a fleet of electric cars.

Example 2: A software company that produces a project management tool could use the SCAMPER technique to generate new ideas.

Substitute: They could substitute the existing task management feature with an AI-powered feature that can automatically assign tasks and deadlines based on team members' strengths and availability.

Combine: They could combine the features of a video conferencing tool with their project management tool to allow teams to collaborate and communicate in real-time.

Adapt: They could adapt their project management tool for use in the construction industry by adding features that allow project managers to track the progress of construction projects in real-time.

Modify: They could modify their project management tool to include a feature that allows teams to track the carbon footprint of their projects and identify areas where they can reduce their environmental impact.

Put to Another Use: They could repurpose their project management tool for use in event planning by adding features that allow event planners to manage vendors, schedules, and budgets.

Eliminate: They could eliminate the need for manual time tracking by adding a feature that uses AI to automatically track the time team members spend on different tasks.

Reverse: They could reverse the way people think about project management by creating a tool that prioritizes team communication and collaboration over task management.

The SCAMPER technique is a valuable tool for product managers looking to generate innovative and creative ideas. By applying each of the seven strategies in the acronym, product managers can identify new opportunities for improvement and innovation, leading to the creation of successful products that meet the needs of their customers. So, the next time you're looking for inspiration, give SCAMPER a try and see what new ideas you can generate.