The How-Now-Wow Matrix: A UX Designer’s Guide to Breaking the Creative Paradox

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When people want to develop new ideas, they typically think outside the box during the brainstorming or divergent phase. However, when it comes to converging on the best ideas, they often fall back on what is familiar — this phenomenon is called the ‘creative paradox’ or ‘creadox.’

The How-Now-Wow Matrix is an effective idea selection tool that helps teams break this paradox by evaluating ideas based on two key parameters: originality and ease of implementation. This structured approach ensures that innovative ideas are not prematurely discarded due to perceived challenges and that practical, impactful solutions emerge from ideation sessions.

This guide will explore how UX designers and teams can leverage the How-Now-Wow Matrix to refine and implement creative ideas effectively. We’ll cover the structure of the matrix, how to use it, and its practical applications in UX design.

What is the How-Now-Wow Matrix?

The How-Now-Wow Matrix is a simple 2x2 grid used to evaluate ideas based on their feasibility and originality. The X-axis represents originality, while the Y-axis represents ease of implementation.

The four quadrants of the matrix are:

• Now (Blue Ideas) — These are normal, easy-to-implement ideas. They offer quick, incremental improvements with minimal risk.
• Wow (Green Ideas) — These are innovative, breakthrough ideas that are also practical and feasible. They have the potential to create significant change and should be prioritized for development.
• How? (Yellow Ideas) — These are highly original ideas that seem impossible to implement at present due to technological or budgetary constraints. They should be documented for future exploration.
• No-Go (Uncategorized Ideas) — Ideas that do not fit into the above categories may be set aside or reconsidered based on additional insights.

Why Use the How-Now-Wow Matrix?

• It helps teams prioritize ideas based on both feasibility and impact.
• It encourages innovation without prematurely discarding ambitious ideas.
• It provides a structured method to transition from ideation to implementation.

How to Use the How-Now-Wow Matrix

Step 1: Preparation

To run a successful How-Now-Wow Matrix session, you will need:

• A large sheet of paper (flip-chart size) or a digital collaboration tool like Miro, MURAL, or FigJam.
• Markers to label the axes and quadrants.
• Voting dots in three colors (blue, yellow, green) for participants to classify ideas.

Step 2: Drawing the Matrix

Create a 2x2 matrix with:

• X-Axis: Originality (Left: Normal | Right: Original)
• Y-Axis: Ease of Implementation (Bottom: Easy | Top: Difficult)

Label the quadrants:

• Now (Blue) — Normal + Easy to Implement
• Wow (Green) — Original + Easy to Implement
• How? (Yellow) — Original + Hard to Implement
• (Optional) No-Go — Normal + Hard to Implement

Step 3: Idea Collection

After the brainstorming phase, list all ideas on large charts or sticky notes and place them on the matrix.

Step 4: Voting Process

Each participant receives 9 voting dots (3 blue, 3 yellow, 3 green). They will:

• Vote for three best ideas in each category.
• Place their colored dots on the ideas they support.
• Discuss their votes with the team.

Step 5: Categorization of Ideas

• Count the dots under each idea.
• Assign an idea to a category based on the highest number of dots.
• If blue dots = green dots, it remains a blue (Now) idea.
• If yellow dots = green dots, it remains a green (Wow) idea.

At the end of the session, teams will have a clear roadmap of:

• ‘Wow’ ideas to implement immediately.
• ‘Now’ ideas for quick wins.
• ‘How’ ideas to track for future breakthroughs.

Practical UX Applications of the How-Now-Wow Matrix

1. UX Research and Usability Testing

Teams often generate multiple solutions from user research findings. The How-Now-Wow Matrix can help identify which solutions to prototype and test first.

2. Feature Prioritization in Product Design

For UX teams working on SaaS products or mobile apps, this method helps prioritize feature development based on feasibility and impact.

3. Service Design & Process Optimization

Organizations can use this approach to refine customer service touchpoints and improve internal UX workflows.

4. Workshop Facilitation & Stakeholder Engagement

The How-Now-Wow Matrix is excellent for co-creation workshops where diverse teams need to align on priorities.

Best Practices for Implementing the How-Now-Wow Matrix

1. Encourage radical thinking — Push participants to think beyond current constraints.
2. Avoid overanalyzing — Keep discussions focused on categorization, not justification.
3. Revisit ‘How?’ ideas periodically — As technology evolves, today’s impossible ideas may become tomorrow’s innovations.
4. Use digital tools for remote teams — Platforms like Miro or MURAL help distributed teams collaborate effectively.
5. Ensure inclusivity — Make sure all voices are heard and all perspectives considered.

Conclusion

The How-Now-Wow Matrix is a powerful tool for UX designers, product teams, and innovation leaders to evaluate and prioritize ideas systematically. By balancing feasibility with originality, it fosters innovation while ensuring actionable outcomes.

By integrating this approach into your UX design process, you can break the ‘creadox,’ encourage breakthrough ideas, and drive meaningful improvements in user experience.

References & Further Reading

1. Miro — How-Now-Wow Matrix for Innovation
2. Interaction Design Foundation — UX Ideation Techniques
3. Nielsen Norman Group — UX Prioritization Methods
4. MURAL — Collaborative UX Ideation

Using this method, teams can move beyond traditional idea selection biases and make strategic decisions that drive impact. Start implementing the How-Now-Wow Matrix today and watch your innovation process transform!