Modelling / 3.1 /
Conceptual Modeling

A conceptual model originates in the mind and its primary purpose is to outline the principles, processes and basic functions of a design or system. Designers use conceptual modelling to assist their understanding by simulating the subject matter they represent. Designers should consider systems, services and products in relation to what they should do, how they should behave, what they look like and whether they will be understood by the users in the manner intended.

3.1.1 | Conceptual modelling in design

Concept modelling is the visualisation of a designer's vision for an aspect of a product, system or service. Conceptual models are abstractions of the full design used to illustrate an idea or concept. Conceptual models differ from scale models or prototypes in that they do not try to define features of an end-product, but rather try to communicate design directionality. Conceptual models may propose features related to aesthetics, ergonomics, mechanics, construction, user experience (UX), usability, and value communication (branding).

In different contexts, conceptual modelling is used to:

Facilitate the communication of ideas to stakeholders - reducing misunderstanding
Elicit feedback from stakeholders in a design.
Allow designers to explore ('play with') ideas quickly and at a low cost.
Provide a shared driving vision for design teams.
Provide proof of concept that a design will 'work'.
Test materials or production methods.

Problems with conceptual models stem from their abstract nature. The lack of detail can lead to misinterpretation or misunderstanding.

3.1.2 | Conceptual modelling tools and skills

Generally, conceptual models are made using materials and processes that allow quick and cheap expression of ideas. They can be graphical, physical or even virtual.

In many industries, conceptual model-making is done by highly trained and experienced designers with significant craftmanship.