Product management glosary

Design Concept

Product Management Glossary: Design Concept

What is Design Concept?

A design concept is a foundational idea that serves as the basis for the development of a product, system, or service. It is a crucial element in the product management process, as it helps to guide the overall direction and vision of the project. Design concepts are typically created during the early stages of the product development process and are refined as the project progresses.

Importance of Design Concepts

Design concepts play a critical role in the success of a product or service, as they help to:

  • Establish a clear vision and direction for the project
  • Define the target audience and their needs
  • Identify the key features and functionalities of the product
  • Guide the decision-making process throughout the development cycle
  • Ensure that the final product meets the desired objectives and goals

Components of a Design Concept

A comprehensive design concept should include the following components:

  1. Problem Statement: A clear and concise description of the problem that the product or service aims to solve.
  2. Target Audience: A detailed profile of the intended users, including their demographics, preferences, and pain points.
  3. Product Goals: A list of the desired outcomes and objectives that the product or service should achieve.
  4. Key Features: A description of the main features and functionalities that the product or service will offer to address the identified problem and meet the needs of the target audience.
  5. Design Principles: A set of guiding principles that will inform the design and development process, ensuring that the final product is user-friendly, aesthetically pleasing, and effective in solving the identified problem.

Creating a Design Concept

Developing a design concept involves several steps, including:

  1. Research: Conduct thorough research to understand the market, the target audience, and the problem that needs to be solved. This may involve analyzing existing products, conducting surveys, and gathering feedback from potential users.
  2. Ideation: Generate a wide range of ideas and potential solutions to the identified problem. This can be done through brainstorming sessions, sketching, or creating mood boards.
  3. Selection: Evaluate the generated ideas and select the most promising concept that aligns with the project goals and target audience needs.
  4. Refinement: Refine the chosen concept by further developing the key features, design principles, and other components. This may involve creating wireframes, prototypes, or mockups to visualize the final product.
  5. Validation: Test the design concept with the target audience to gather feedback and ensure that it effectively addresses their needs and solves the identified problem. This may involve conducting user testing, focus groups, or surveys.


A well-defined design concept is essential for the success of any product or service. It serves as the foundation for the entire development process, guiding the team's decisions and ensuring that the final product meets the desired goals and objectives. By investing time and effort in creating a strong design concept, product managers can significantly increase the likelihood of their project's success.