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This conceptual model addresses the interrelationship between several layers of a design process – from broad vision to specific goals to strategic approaches to actionable tactics, and finally to essentialized tasks.

Using this kind of conceptual model for a project allows for a number of desirable outcomes:

1. It acts as validation process for new ideas that may be created through the design process.
2. It is inclusive of user and business goals and allows the two concepts to exist in a common holistic project structure.
3. It allows for the questioning, iteration and/or reshaping of the vision and goals for a project.

The important question to ask as this structure is created is how does each successive step support the ones above it?  This question can lead to two conclusions:
- the goal, strategy, tactic or task does not support the next node in the tree
or
- the next node in the tree needs to be modified to make it work with the new creative thought that has been created

Like all processes I advocate for, there is no “right way” to start this process:

- If you have many specific ideas, list them out and start grouping them into concepts to see what strategies emerge. Then, work your way up the nodes of the tree.
or
- If you have burning vision for a project or product, start at the top of the tree and lay out all the nodes in the tree that will support this vision.
[Diagram : Example concept map.]

(Click the image to see a larger version)

Here is a simplified example of this concept model as mapped out for a company that aggregates content, such as a search engine or blogs etc.

This strategic tool is useful for validating new ideas in a process. Running a new idea through the exercise of asking “what strategy or goals does the idea support?” clearly shows its pros and cons.

Crucially, a team that has created this tree structure, and agreed that the points on the tree make sense, has a baseline starting point when new nodes are introduced the team. This is important because no matter where the idea comes from – CEO or intern – the idea must support the team’s agreed upon structure. If the new idea does not support this structure, either the current structure is wrong (possible though less likely after fully following this process) or the idea has flaws that are exposed by running it through this process.

- Kaushik

A design process must not be a straight-jacket on creativity. On the other hand, creativity in design needs to have some form of validation; otherwise it reduces its own ability to create new opportunities.

This simple cycle is inclusive of multiple design tactics but is rigorous in how it judges the results of any design. The designer/s can enter into the cycle at any point.

If you have a great idea, start by making it.
If you need to define a problem, start by thinking and analysis.
If you already have a product or service, try critiquing it.

The most important next step is to go to the next point in the cycle.

In the design industry, many designers / product owners only go through this cycle once and then bounce between “making” and “critiquing.” This can easily turn in to a vicious cycle of iterating on tactical designs that do not really address the problem. Often, in this “bounce” the process lacks a  critical piece of thinking or analysis which might unlock the true nature of the problem.

At every point of the design process it is critical to reconsider, or query, the problem, checking in to see that you are designing for the right problem.

Following the cycle is not easy. It requires you to question opinions you have formed in the course of a project which can be hard to let go of. These opinions or decisions may have been hard fought victories with other project team members / clients  and seem irreversible; but nothing is irreversible if the problem itself has changed through your considered process of thinking and analysis.

This process happens at every stage of a project from concept to production and brings fresh insight to every step.

An important principle in designing anything is trying to understand what the function and purpose are for something, and how these are different.

What is it that someone is trying to do? This is the function.
What is someone trying to achieve? This is the purpose.

A simple example,
Function = I want to make some tea
Purpose  = I need hot water, I need a tea bag and I need a container for two things to come together.

“A kettle” may seem the obvious answer to this riddle. Yet, there are myriad ways in which the purpose can be met without using a kettle.

[Example] A cup which on contact with water starts a chemical reaction which heats the water.
[Example] Boiling water and a tea bag in a cooking pot.

The question is: Are there new ways of satisfying the purpose, which work better than a kettle and a cup?

Stating the problem in this way allows designers to think about a problem conceptually and allows them to think critically about current conventions and while allowing them to see the atomic elements of the problem.

The purpose can also be broken down into sub-purposes, giving us a more granular way to look at a problem.

Thinking about how purpose can be broken down also allows you to think about the best possible outcomes for each given purpose.

The best outcomes for a given purpose or sub-purpose can also be validation tools that allow you to:
- measure the success of a design concept
- have a uniform way of comparing your design idea against other existing design solutions.

If your design solution allows for a much better outcome to a purpose, this is the starting point of creating a design which really innovates and does not just incrementally iterate on a problem space.

An excellent book which uses similar principles is “What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services” by Anthony Ulwick. This book concentrates on product design, but I think this process and way of thinking can be applied to products which are much more conceptual, as well as in identifying whole new markets of opportunity for innovation.

- Kaushik