conceptdesign

Concept design refers to the early phase of product and experience development focused on defining the underlying concept that will guide subsequent design and engineering. It translates user needs, business goals, and technical constraints into a core concept, often captured in briefs, sketches, scenarios, and narratives. It sits between research and development, before detailed specifications.

Methods used in concept design include design research, user interviews, market analysis, brainstorming, mood boards, storyboards, use-case scenarios, concept sketches, and early prototyping. The process emphasizes exploration of multiple ideas and their evaluation, followed by selection based on desirability, feasibility, and viability.

Deliverables typically comprise a concept brief, visual concepts, narrative scenarios, personas, user journeys, feasibility notes, and a plan for next phases. Concept design is inherently iterative, with feedback from stakeholders shaping refinement and narrowing of options.

Applications span various fields such as product design, automotive and industrial design, architecture, game and film production, and software and digital experiences. The aim is to align teams on value proposition, user experience, and technical approach before committing to detailed specifications or development.

Relationship to other design activities: concept design distinguishes itself from detailed design by avoiding premature commitments to features or exact specs, focusing instead on strategic direction. In practice, it informs later stages such as engineering, UX design, and production, helping to reduce risk by validating core assumptions early.