Concept development

When we truly understand the problem that we are trying to solve and are happy with the data collection, we can start ideating around the problem and start creating concepts. The proposed activities and methods in the concept development phase support you to think about all sides of the concept. So, by the end of the chapter you should have one or several concepts ready to be presented to customers or users for testing and validation.

Activities in this chapter

  • Questions to be answered in phase
  • Idea canvas
  • Assumption canvas
  • Define the problem & opportunity
  • The problem
  • Visualise the problem
  • Brainstorming & concept creation
  • Idea brainstorming
  • Idea evaluation
  • Revenue & cost
  • Concept card template
  • Concept presentation


  • Filled idea canvas
  • High level concept