MODIFY
The "Modify" (M) component of the SCAMPER framework—which also explicitly encompasses the prompts to Magnify or Minify—encourages innovators to alter the fundamental attributes of a product, service, or process.
MODIFY
By changing elements such as size, shape, color, scale, frequency, or performance capabilities, organizations can shift how users perceive value. This lens operates on the idea that you can either exaggerate (magnify) features to emphasize utility or shrink (minify) elements to improve portability and efficiency.
Here are some examples of the Modify (Magnify/Minify) technique categorized by their application:
Technology & Electronics
Processors & Microchips: Intel miniaturized (minified) processors to achieve incredible performance gains; as microchips get smaller, devices become exponentially more powerful.
Micro-SD Cards: Minifying data storage technology to hold terabytes of information in a physical space smaller than a fingernail.
Smartphones: Samsung Electronics modified the market standard by magnifying (increasing) smartphone screen sizes.
The iPad: Conceptually, the iPad functions as either a magnified iPhone or a minified laptop.
Drones: DJI developed highly compact (minified) drones that still feature magnified, high-end imaging capabilities.
Noise-Canceling Headphones: Engineers modified the way sound waves interact by adding a tiny microphone that produces an "opposite" sound wave, effectively canceling out external noise.
Consumer Goods & Packaging
Laundry Detergent: Procter & Gamble applied minification to create Tide Pods. By simplifying the dosage into a single, pre-measured dissolvable unit, they modified the entire laundry ritual, removing bulky bottles and messy measuring cups.
Beverages: The Coca-Cola Company modifies its packaging by offering multiple sizes, ranging from mini cans to large bottles, to suit different consumer needs. Similarly, 7-Eleven magnified soda portions with "The Big Gulp" to increase the perceived value for the consumer.
Candy: Magnifying standard chocolate bars into "giant-sized" candy bars sold at gift shops to make them feel like a "special event" treat.
Athletic Bottles: Modifying the standard cylindrical shape of a water bottle to be ergonomic, making it easier to grip while running.
Toys: The LEGO Group modifies its product lines by expanding the complexity (magnifying difficulty) of its sets for older age segments.
Smartphone Cases: Designers magnified the utility of a standard protective case by adding a built-in solar panel for active charging, creating a new product category for outdoor adventurers.
Software, Services, & Digital Experiences
Software UI: Modifying a digital user interface from a standard vertical list view to a visual Kanban board.
Bank Account Onboarding: Modifying communication by magnifying the frequency of touchpoints (e.g., sending automated check-in messages at 3 days, 2 weeks, 1 month, and 3 months). Alternatively, modifying personalization so a banking dashboard only shows the 3 specific services that match a customer's unique profile, rather than all 8 available options.
Strategic Branding & Aesthetics
Color Palettes: Brands use color modification to signal cultural values. IKEA modifies its brand perception using a blue and yellow palette to emphasize its Swedish origins and democratic design. Conversely, Muji modifies its aesthetic toward a stark, red-and-white minimalist palette to highlight Japanese quality and simplicity.
Everyday Ideation & Conceptual Exercises
The Pencil: Modifying the physical form of a standard pencil from a round cylinder to a triangle shape so it won't roll off a desk. Alternatively, magnifying it to be 3 feet long for use in a store window display.
Tarpaulins (Tarps): A standard sheet of fabric that is magnified to act as a protective shelter big enough to cover cars, boats, or entire buildings.