- qualities needs to be conveyed (uitdrukken). In this step a transition is made from qualitative characteristics to some thing that has features and properties.
Concepting = a translation of your vision (statement, interaction and product qualities) into a manifestation, a combination of features that literally can be perceived, used and experienced. Only in his concept step do you decide what the final solution should be. - You need to conceive a concept idea that matches your vision. In creating your vision (and all the other efforts) you have established solid ground for idea-generation and evaluation.
- There are various methods to help you understand how to produce a concept that gives expression to the product qualities.
- your subconscious is doing the work. This only works if you have prepared your brain for it and have carefully considered all the ins and outs of your vision.
- think in analogies
- make an illustration
- Formulate direct the product concept or combine the features in the product concept. (design all kind of features that gives expression to the desired product in the specific domain (lead you to determine what main components are needed. ViP helps you to get rid of biased ideas about product categories.
- Example NS sell goods on the platform: comforting role-emphasizing conditionality (interaction), self-evident, provocative, professional, worry free, affectionate (product qualities). Concept idea: Typecasting coach.
- You can design first parts of the final product.
- Concepting is about creating a synthesis between (vision-driven) features and the (outside world) constraints to for a coherent and realistic product.
- To evaluate if your concept is the ‘right’ one, you can ask the following questions:
- Does it fit with all elements of your vision?
- Is it the most effective concept (in relation to the statement) with the ‘minimum of means’ features applied? (This aesthetic principle is very useful in concepting.
- Does the concept ‘make sense’? Is it acceptable (or even desirable) to people.
- Keep the context and the statement/vision fresh in people’s mind.
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