Konseptiversio

Konseptiversio is a term used in product and service design to refer to a version or variant of a design concept prepared for evaluation and decision-making during early development. The term combines Finnish words konsepti (concept) and versio (version). It describes the practice of presenting multiple concept directions in parallel rather than refining a single idea.

Purpose and use

Konseptiversio aims to explore alternative value propositions, user experiences, and technical feasibility. Teams typically generate several concept directions—commonly two to five—represented by low- to mid-fidelity artefacts such as sketches, storyboards, or mockups. Each concept is defined by a coherent value proposition, a user journey, and an outline of required resources. Concepts are evaluated against predefined criteria such as user benefit, feasibility, cost, and risk, after which a decision is made to develop one direction further or to integrate elements from multiple concepts.

Differences from related practices

A concept version is not a finished product or a functional prototype. It is an evaluative artefact used to compare directions and inform subsequent work. Konseptiversio complements prototyping and market testing rather than replacing them.

Applications

Used across product design, user experience design, service design, architecture, and strategic planning to structure early-stage exploration and alignment.

Advantages and limitations

Advantages include diversification of ideas, improved stakeholder alignment, and reduced risk through early testing of multiple directions. Limitations involve potential overuse of time and resources if not well scoped, and the need for clear criteria and governance to prevent confusion.

See also

Design iteration, rapid prototyping, concept development, versioning.