A design concept is the core idea driving the design of a product, explained via a collection of sketches, images, and a written statement. This helps the designers and, later, the developers stay on track throughout the creative process, ensuring they bring a product to market with value to target users.

Developing a design concept demands a clear understanding of the type of problems to be solved, the ideal aesthetic style, the target audience, and the client’s needs (if working on an external project).

Investing time into creating a solid design concept reduces the risk of running into dead ends once work is underway, and of investing money into a project without a clear purpose

Stages in Creating Design Concept

When preparing to write a design concept, the first step is always defining the problem to be solved — which may be a solo or group task.

For the latter, consider an ideation session that brings key members of the design (and other teams) together to make the problem and solution as concrete as possible.

Those with user or client experience in a marketing or support context may have valuable input, for example.

When it’s clear what and who a product is for, the agreed design concept should be drawn up, consisting of both visuals and text (with a design concept statement).

This can be brief, but it must be simple: anyone should be able to understand the concept behind the design. 

The visual elements of a design concept may comprise sketches (covering user flow, layout, menus, etc.) and basic renderings, which help demonstrate how users will interact with the product.

Multiple design options can be explored, as designers work to determine the most effective, user-friendly structure and aesthetics. 

User and competitor research should also be prioritized, to identify exciting opportunities.