The Concept phase is used to develop the experience design ideas and Visual Design Direction. The purpose of this phase is to experiment with different concepts, flows and visualisations, iteratively improving them based on stakeholder and user feedback. At the end of this phase, designers should feel confident that the main flows and the Visual Design Direction will be implementable and meet the wants and needs of the business and the target users.
Based on a clear direction from the Understanding Users phase, designers develop concepts and flows that can be validated early with stakeholders and users. Collaborative workshops are used within Concept Development to develop iteratively and test alternative ideas using ideation and participatory design techniques. Wireframes are typically used to document User Flows that show how users will complete tasks. Sitemaps define how information will be organised on a website and how users can navigate to it. An important aspect to Designing User Journeys is that they are validated by stakeholders and users during the process. User feedback from Formative Evaluations is especially important as different design alternatives can be tested and design decisions confidently made based on finding out if users can use the emerging designs to complete critical tasks.
In some cases, it may be necessary to develop a new or update an existing Brand Visual Identity. Brand development workshops establish what the feel of the brand should be, and creative designers use this as input to create a visual style that conveys the feel of the brand and the visual elements that should be used. A Visual Design Direction applies the branded visual guidelines to a set of key design layouts to show how the application or service will look once it has been set to style.
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