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Developing concepts is the process of combining together different ideas to make a complete solution that could satisfy all of the user and business needs identified within the Explore phase of the design cycle. Although closely linked with making prototypes, the primary purpose of concept development is to consider how different ideas may be combined. In contrast, the primary purpose of making prototypes is to enable testing, refinement and communication. Concepts can be described according to the ideas that they combine together. A systematic approach to concept development first involves grouping the underlying ideas that are related. A starting set of concepts can be created by selecting one idea from each group, either through purposeful selection, or randomly.
The set of concepts can then be improved by substituting, combining or eliminating different ideas from each of the groups. Grouping ideas has the additional benefit of identifying areas where few ideas have been generated, which helps to stimulate further ideas. Concepts should initially be prioritised using an agreed set of criteria, such as those identified for use in the Evaluate phase. The prioritisation should be done in consultation with relevant stakeholders, identified in the Explore phase.
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