How can you evaluate concept design potential without wasting resources?

1 Use a criteria matrix

A criteria matrix is a simple tool that helps you compare and rank different concept designs based on a set of predefined criteria. The criteria can be quantitative or qualitative, and they should reflect the goals, requirements, and constraints of your project. For example, you can use criteria such as functionality, usability, aesthetics, cost, sustainability, or customer satisfaction. To use a criteria matrix, you assign a score or a weight to each concept design for each criterion, and then you add up the scores or multiply them by the weights to get a total score for each concept. The concept with the highest score is the most promising one.

2 Use a prototype

A prototype is a physical or digital model that simulates the key features or functions of your concept design. It allows you to test and validate your assumptions, gather feedback, and identify potential issues or improvements. A prototype does not have to be perfect or complete; it can be low-fidelity or high-fidelity, depending on the level of detail and realism you need. The main purpose of a prototype is to learn and iterate, not to finalize or polish. To use a prototype, you need to define the purpose, scope, and audience of your test, and then choose the appropriate method, format, and tools to create and evaluate your prototype.

3 Use a scenario

A scenario is a narrative or a story that illustrates how your concept design would work in a real-world context. It helps you to envision and communicate the value proposition, benefits, and user experience of your concept design. A scenario can be written, visual, or interactive, depending on the medium and the message you want to convey. To use a scenario, you need to define the problem, the solution, and the user of your concept design, and then describe the situation, actions, and outcomes that occur when the user interacts with your concept design.

4 Use a SWOT analysis

A SWOT analysis is a strategic tool that helps you to identify the strengths, weaknesses, opportunities, and threats of your concept design. It helps you to assess the internal and external factors that affect the success or failure of your concept design. A SWOT analysis can be done individually or collaboratively, and it can be presented as a matrix, a diagram, or a list. To use a SWOT analysis, you need to brainstorm and list the positive and negative aspects of your concept design in relation to your project goals, market conditions, customer needs, and competitor actions.

5 Use a feedback loop

A feedback loop is a process that involves collecting, analyzing, and applying feedback from various sources and stakeholders to improve your concept design. Feedback can be qualitative or quantitative, and it can come from users, customers, experts, peers, or yourself. Feedback can help you to validate, refine, or pivot your concept design, depending on the insights and suggestions you receive. To use a feedback loop, you need to define the questions, methods, and channels to collect feedback, and then review, prioritize, and implement the feedback to make changes or adjustments to your concept design.

6 Use a portfolio

A portfolio is a collection of your concept designs that showcases your skills, creativity, and achievements. It helps you to document, organize, and present your concept designs in a coherent and compelling way. A portfolio can be physical or digital, and it can include different types of media, such as sketches, images, videos, or links. To use a portfolio, you need to select, edit, and arrange your concept designs according to your purpose, audience, and style, and then add captions, descriptions, or reflections to explain and highlight your concept designs.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?