What you think about Concept Design is?

Working from as clear a strategic goal as we can develop with our client or partner, We engage in a combination of observation and interviews, through which we develop an understanding of the persons who might be helped by the product or service. Then, this research is applied to the generative process through a combination of models, scenarios, and prototypes, often generated in a collaborative environment. Finally, we critique the alternatives and iterate to a greater level of fidelity.