Process for producing a tangible
design concept

By Emeka Ewule    |    August 2017

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The user experience, is every interaction a business has with people on its website, mobile site, apps, and online properties or services. That might sound like an exhausting number of situations to consider, but creating good UX design means focusing on the user, no matter where they are. Hence to create a concept that is engaging, you will need a good understanding of your users. Here are some steps to guide you on your way.


Meet your customers and conduct explorative research studies. Do not rely on market studies and quantitative re¬search results only. Analyze the current customer experi¬ence of your product or service and sum up your industry’s trends. 

Document your insights

Document the findings and insights in six posters to cluster the information. Each poster focuses on a single topic:  

1 Status quo and problems today  2 Customer needs and insights  3 Trends, drivers, and attractors  4 Market and industry insights  5 Company strategy and targets  6 Key action points and experience targets.

The posters will help you identify any knowledge gaps you might still have. Use the customer, market insights to describe the current situation. Find a common theme, formulate a problem, and use the insights to suggest a solution. The posters will provide an accurate derivation of how you came up with your idea.  

Producing the concept

Create a concept to showcase your solution idea. Use one or multiple ideation methods to visualize your concept and to make it tangible. Identify the most essential customer journeys and show how a customer will undertake them in the future. Explain how your solution will solve the custom¬ers’ problem. State design principles that will help to guide the design process.

Make it tangible

Develop a demonstrator to showcase your concept. Make the envisioned customer experience tangible. Use real hardware and software but try to ignore current limitations that are based on current systems and processes.Share the target picture with others. Explain your design rationale and present your concept.


Invite experts to review and comment on your solution with their domain knowledge. Put the posters on the wall for everybody to see them and to get additional feedback. Test the demonstrator with real customers to find out whether your assumptions and suggestions were correct. Find areas of improvement and reiterate. This is a repeated process until you can establish that the user experience is at its very best.