Creativity is not a magical gift that you are born with. It is a skill that can be learned, practiced, and deliberately applied – especially in web development.
Whether it is a website relaunch, the development of a new logo, or the optimization of a user journey, at econcess we regularly face creative challenges. And that is exactly when it helps to know the right methods for generating ideas and to apply them deliberately.
In this article, we introduce two important approaches to thinking that can help you generate new and creative ideas for your projects: Vertical Thinking and Lateral Thinking.
Vertical Thinking – Structured and Logical
Vertical Thinking focuses on logical, step-by-step reasoning. This technique follows a clear path: existing information is analyzed, options are evaluated logically, and solutions are developed systematically.
Example 1: A user cannot find the CTA button on your website?
Solution 1: We add another visually highlighted button above the fold.
Example 2: A form is submitted too infrequently?
Solution 2: We reduce the number of required fields to increase the conversion rate.
This way of thinking helps improve the user experience and solve technical problems. It is logical and easy to understand – but sometimes it only leads you to the most obvious solutions.
Lateral Thinking – Creative and Unconventional
Lateral Thinking works very differently. This method deliberately breaks with conventional patterns, allows for changes in perspective, and encourages “thinking outside the box.” Instead of relying solely on logical conclusions, the goal is to explore unconventional approaches. Many significant innovations emerged from such changes in perspective – sometimes even by chance: penicillin, X-rays, and Viagra were not deliberately developed for their eventual purposes, but discovered because someone was open to unexpected results.
Example: What if we do not need the button at all? Perhaps a voice command would be enough?
Solution: Could an interactive game replace the form?
Lateral thinking creates new perspectives on problems – a decisive advantage during the early conceptual phase of a project.
Conclusion: Creativity Is (Also) a Technique
Web development is not just about clean code. It is also about original ideas, strong concepts, and user-centered solutions. Creativity is not a matter of chance, but the result of structured methods and open-minded ways of thinking.
Whether vertical or lateral – anyone who understands both approaches and uses them deliberately will reach convincing results more quickly.
“A creative person is not a special kind of person – every person is a special kind of creative.”
Would you like to know how we manage creative processes at econcess and how we can support you with your project? Get in touch with us – we look forward to hearing your idea.
