The Concept Phase lays the groundwork for the entire NPD journey. It is about understanding the market's needs and formulating innovative ideas to address those needs.
Discover. At Stage 1, inputs primarily consist of hypotheses about existing problems, need states, or unmet needs within the market. To address these inputs, brainstorming sessions are conducted to create a comprehensive list of need states. The output of this stage is a list of insights, summarized as short, impactful tension statements.
Define. At Stage 2, a cross-functional team reviews and submits generated insights, which are then screened for potential. This stage yields 2-3 of the most promising insights that align with predefined action standards, thereby establishing the path for ideation and development.
Stage 3 entails an intensive brainstorming session to produce product ideas derived from the identified insights. The ideas are then rigorously tested and refined through iterative processes, specifically a Team Sprint. The output consists of 2-3 most promising ideas, shaping the direction for the subsequent steps of the NPD process.
Stage 4 involves a concept writing workshop, where winning ideas are used to develop concepts for testing. Additionally, a multi-functional workshop is conducted to evaluate the feasibility of each idea and concept. The final output of this stage is 1-2 validated concepts that are ready for further development, marking the transition to the next step of the NPD process.