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The process of Serious Concepting is divided into three phases: research, design and realize. This distinction is made in order to learn how the different concepting skills interact: analyzing, creativity and implementing. 

In practise concepting is an iterative process that makes you go back and forth between the phases. And in doing so all skills will have to be deployed.  

New insights and creative ideas along the way have to be challenged against earlier decisions and assumptions. The goal is to complete and synchronize the Serious Concepting canvasses.

Each phase has it's own entry below. Depending on the route you're taking, you can either choose to start in the research or realize phase.  



PHASE 1: RESEARCH
   The main focus in the research phase is the construction of one or more valuefits. 

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PHASE 2: DESIGN
The main goal in the design phase is the creation  of multiple conceptdesigns.

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PHASE 3: REALIZE
The main objective in the realization phase is defining the detailed outlines of a concept.


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