Concept

Even when doing concept work, you often need to focus your efforts. The design concept should feel like an exciting evolution of the product. A redesign should not completely disassemble the product to its atomic parts. While you might have ambitious goals, you also have to be realistic and manage risks.

Being very literal about the project’s goal helps kick-start the ideation process and creates a solid framework to measure all future decisions against. Without restraints or a good problem statement, it’s hard to know where to even start, which can feel overwhelming and paralyze the design process. If we have a clear framework, it’s easier for peo

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