The Design Process – Stage 3: Conceptualization

Conceptualization is the time where brainstorming is a large part of the process. This stage is also the time where the concept of the project needs to be visually presented so that the end user, fabricators, fellow designers, and the client can clearly see and understand the final result. When working on creating a new product, the designer usually has an idea in mind and needs to expand on that idea. The idea may not always be easily described because it may be something that has never been created before. When a designer has little information to work with, they need to rely on their ability to see the project in its totality. Here is where the designer needs to focus on filling in the gaps. This is where brainstorming plays a large role. A designer can brainstorm alone or in a group. Either way can be beneficial. I believe that brainstorming in a group is more beneficial because you have help from others and more opinions. Every person thinks differently and in that sense, everyone has their own creative ideas that can help move a project along. When brainstorming always ask questions like What? Why? How? It’s also a very good idea to write down all ideas or even have the brainstorming session recorded. Ideas will always be passed around and maybe one idea won’t sound good for this specific project but it can be useful for a future project. Never criticize ideas or have a negative attitude toward the project. It’s also a good idea to come up with as many ideas as possible. The more ideas, the better. A helpful tool for brainstorming can be using concept/mind maps. Other good advice is to keep a design journal and a sketchbook. The sketchbook is a good idea to keep on you all the time so that you can always be able to write or draw your thoughts and ideas.

Once you’ve brainstormed, it’s time to visually express those ideas so that they can be presented in a clear manner so that the end user, fabricators, fellow designers, and the client can understand it. Good ways to describe an idea is to a simile, metaphor, or analogy. Presenting the project is probably the most important step in the third stage because you want to make sure that your audience clearly understands the idea and “will see a plan for a solution of the design problem” (Aspelund 89). A designer needs to make sure that they cover all the elements of the concept and that they are excited about the project. A lot of visuals are helpful as a tool because words may not always be as understanding as images are.

The conceptualization stage is the phase where the designer really needs to get the project rolling and organized. Brainstorming is important in organizing the project in a sense that it allows the designer to create a structure for the project which includes form, function, materials and fabrication. It is the time where the designer can perceive the project in its entirety.

Aspelund, Karl. The Design Process. Second Edition. New York: Fairchild Books, 2010. 89. Print.