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Visualize concepts and build prototypes for user testing. Then iterate to optimize the user experience along the way. 

Let's initially focus on defining and prioritizing user needs. These insights are the foundation for generating new ideas, which we bring to life through sketches, storyboards, and prototypes. Then, concept testing with end users gives you the confidence you need to know you're pursuing the right design directions. This user-centered approach ensures that solutions not only have the right features and capabilities, but also deliver on value and user-experience. 

Concept Development

Learn more about our innovation funnel approach here.


  • Product managers seeking to ensure their concepts deliver value to the user
  • Cross-functional product development teams exploring a range of concepts
  • Industrial designers testing usability and user preferences 
  • Engineering teams looking to finetune features and design details


  • Brainstorm sessions that generate a high volume of ideas
  • Storyboards that visually communicate how concepts work
  • Low fidelity models to allow for users to interact with concepts 
  • User feedback on ideas, concepts, and prototypes
  • Transfer information of design requirements to engineering or development teams


  • Concept Exploration. Generate ideas, illustrate steps-of-use; to test with users. This research guides the downselection of concepts.
  • Prototyping. Utilize low fidelity (paper, digital or 3D printed) to test initial interactions or build realistic, functioning high fidelity models to finalize design features.
  • Directional Testing. Quantitative testing to understand what features customers expect and desire.
Concept Development WP

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