Of the 214 respondents, 60% either agreed or strongly agreed that the concept design process at their respective companies is often cut short due to schedule issues. In a recent study entitled, Trends in Concept Design, conducted by PTC, participants indicated that process of concept design development is often adversely affected by time constraints. The problem with this “it’s good enough” mentality is that there are no second chances once designs have been committed to and moved forward in the design cycle. As a result, often teams will rush to pick a good concept without evaluating a sufficient number of alternatives. The problem is often this stage of design is rushed due to external pressures. The concept design phase is when multiple ideas are flushed out, weighed against design requirements, and sifted through until the best concept is determined and moved downstream to detailed design. Questions are posed, such as: who is the product aimed at? What benefit will they expect? How do we plan to position this product in the market? How is it different from our competitors’ products? The designers involved in the generation of proposed ideas/concepts define both the aesthetics and functionality of the product. The conceptual design phase provides a description of the proposed product in terms of a set of integrated ideas and concepts about what it should do, behave, and look like. The value of sketching is less in the sketches or models themselves, but in the cognitive process of working through dozens of ideas, or considering as many options as possible, and allowing each new option to raise new questions. During this stage, designers will create a multitude of sketches, not just on paper but possibly quick 3D models. Successfully conducting a thorough conceptual design phase and exploring many concept designs is key to the ultimate market success of a new product.
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