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Insights

  • Product development insights

    Practical articles on product development, commercialisation, design, manufacturing and the decisions that move physical products from concept to production.

    Concept Development: Turning a Product Brief Into a Viable Direction

    Concept Development: Turning a Product Brief Into a Viable Direction

    Concept Development: Turning a Product Brief Into a Viable Direction Once a product opportunity has been defined, the next challenge is turning that brief into something tangible enough to evaluate. This is where concept development begins. Concept development takes the commercial and technical requirements established during product definition and explores how those requirements can be brought together into a workable product. It is the stage where product architecture, layout, form, functionality, user experience and manufacturing considerations begin to take physical shape. The objective is not simply to produce an attractive concept. It is to establish a credible direction that can…

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