This is a post by Geoff Hedges on PTC site.
It’s hard to get a straight answer when you Google, what is concept design? Search results come from architects, graphic artists, decorators, web masters, and every other creative type on the internet. That’s why I want to take a few paragraphs to talk about what we mean when we talk about concept design in product development.
In 2007, the Danish agency FORA said there is “no collective perception” of concept design. So FORA took on the job of defining the phrase in its 221 page publication (pdf) Concept Design–How to Solve the Complex Challenges of Our Time. I’ll save you about 220 of those pages: “Concept design is the solution to a problem that has not yet been solved or which so far has been solved unsatisfactorily.”