Abstract
For working design professionals, the difference between an “idea” and a “concept” is almost instinctual. Most just “know it when they see it.” But academically, an idea and a concept are almost synonymous. So what really is the distinction? In this workshop, we will break down the structural differences between and idea and a concept and investigate on the underpinnings of what makes an idea robust enough to be classified as a “concept.” Additionally, in this workshop, we will argue for the insertion of a “Concept Design” step in the Stanford/IDEO Design Thinking process. A step between “ideate” and “prototype.” The purpose being that by starting with a structurally sound concept, before moving on to the prototype phase, it will reduce the number of ’break then restart’ cycles of the design thinking process. Thus creating greater efficiencies. Having researched raw ideation for the last three years, and examined over 50,000 ‘ideas’ with less than 100 proving to be robust enough to be considered ‘concepts,’ it can be argued that identifying difference between an idea and a concept is more empirical than simply “knowing it when we see it.” Collaboration with workshop participants to produce a collective paper that proves the formula of a concept is an aspirational goal.
Presenters
Jon LigonAssociate Teaching Professor, Media Design, APRD, University of Colorado, Boulder, Colorado, United States
Details
Presentation Type
Theme
KEYWORDS
Concept Design, Design Thinking, Design Professions, Professionalism, Judgment, Decision
