✅ What this stage is about
This is where early ideas become structured options—and where you pick a direction worth building.
The Concepts stage helps you translate insight and strategy into tangible design directions. It’s about exploring multiple ways to solve the problem, evaluating each against real constraints, and selecting a clear path forward. This stage encourages open creativity, but also brings in structure—so what you design is both exciting and viable.
📘 What you’ll learn
- What types of product could address the problem you’ve defined
- What features or experiences matter most to users
- Which directions are desirable, feasible, and aligned with goals
- What assumptions still need testing or validation
- Which concept to prioritise for refinement and development
🛠️ Tools and methods
This stage combines sketching, research, and comparative evaluation:
| Activity | Purpose |
| Concept brainstorming | Explore wide-ranging approaches to solve the challenge |
| Product types/themes | Group ideas into coherent directions or archetypes |
| Assumption mapping | Highlight unknowns for each concept |
| Concept selection criteria | Evaluate feasibility, appeal, and alignment |
| MVP planning | Define what’s essential for first value delivery |
| Value Proposition Canvas | Align ideas with real jobs, pains, and gains |
| Early sketching or mockups | Visualise how the idea might work and feel |
- Encourage creative iteration and comparison—not just polishing one idea
- Use matrices, concept boards, and early user feedback to guide decision-making
⚠️ Watch-outs
- Falling in love with one concept too early
- Skipping validation—every concept has assumptions
- Over-designing instead of exploring
- Ignoring business model or technical fit
💡 Tips from the field
“We started with six ideas. The one that tested best looked the simplest—but it solved the user pain directly. Clarity beats complexity every time.”– Innovation Lead, B2B SaaS Platform
💡 Explore boldly—but select based on user value, not internal excitement.
🔗 Helpful links & resources
- Concept Evaluation Matrix
- Download: Product Types Comparison Sheet
- Template: MVP Canvas for Concept Testing
- Article: How to Move from Insight to Concept Confidently
- Follow-on: Design
✍️ Quick self-check
🎨 Visual concept (optional)
Illustration: A concept board showing three product sketches side-by-side, each labelled with “Core user value”, “Assumptions”, and “Constraints”. One is marked “MVP Path”, with a sticky note: “Best trade-off: Fast + Reliable”.
Visual shows how the Concepts stage turns creative ideas into actionable product directions—with clarity, structure, and confidence.