How do you manage the scope and complexity of your conceptual design to avoid feature creep and overdesign?

Investing time and resources in due diligence will pay dividends in the long run. Conduct research, data gathering, trend analysis, modeling, and review of solutions to similar problems as a foundation for developing a refined problem statement and as an archive to support concepts.

A process, we established in our business, was to ask clients for 10 words (max) to describe their ideal outcome. It has certainly assisted with both direction and outworking of the brief.

Defining the problem is like setting your GPS destination before a road trip. By clearly articulating where you want to go upfront (the problem to solve and goals to achieve), you can chart the most direct route, avoid wrong turns, and not get distracted by interesting but irrelevant roadside attractions (out-of-scope issues).

I manage scope and complexity by setting clear priorities and focusing on the core objectives of the design from the start. I begin by defining essential features that align with the project's goals and solve the key problems. Throughout the process, I regularly revisit these priorities to ensure we're not adding unnecessary elements that could lead to feature creep. By maintaining open communication with stakeholders and involving them in key decision-making, I balance creativity with practicality, ensuring the design remains focused, streamlined, and effective.

Extraneous or overly detailed criteria may result in overdesign too early in the conceptual design process and may stifle creativity by dissuading or eliminating potentially viable solutions. Develop criteria that focus on the problem statement and remove criteria unrelated to the problem statement.

Evaluations should include sufficient detail to qualify and quantify the merits, advantages, and disadvantages of each solution. This opens up the possibility of developing a hybrid solution that incorporates the best features of the original solutions.

Generating and evaluating concepts is like speed dating for design ideas. You want to meet a variety of potential matches (explore many concepts), have brief interactions to assess chemistry and compatibility (high-level evaluation), and then decide which ones deserve a more in-depth second date (refinement of promising concepts). But avoid getting attached too soon!

Avoiding overdesign requires zooming in and out between the big picture and the details - like using a microscope and a telescope. Continuously validate that the low-level design elements directly support the high-level objectives. And be willing to make hard choices to cut anything that doesn't add essential value, like a film editor discarding scenes that don't advance the story.