Realization phase
Realization phase

The main objective of the realization phase is to translate an approved concept design into a detailed description of how the concept, represented by a product or service, and the corresponding conceptcarriers, is brought to implementation. 

This distinguishes concepting from product development. The focus of a concept developer is on designing the profound path to change and innovation, and not so much on designing the detailed product features.

The context of the realization phase is however on the level of the organization and the market area. The description of a concept must therefore be on this level of detail.

An organization has to be able to act, so adjustments can be made to the existing business strategy. 

An important outcome of the realization phase is the clear perspective of how a concept will create value for customers and the organization. Value thereby is expressed is economic and social terms.


Concept definition
Concepting and productdevelopment

Defining what the actual concept will be is crucial in order to achieve the desired innovation in an organization. A concept is defined by a main product or service, and it's demands on the level of materialisation, physical environment, organization, networks and communication.

All together they're called the concept carriers: the tangible results that carry out the outlines defined in the body of thought behind the concept. 

Too often a lot of information on how to implement and realize a concept is not thorough enough, resulting in loss of effect.

Besides making a detailed definition, a concept developer has to be active during the implementation phase, to control the concept outlines and help make alternative decisions when necessary.

In this role he works closely with product designers, graphic designers, marketing specialists and other proffesionals involved in the implementation process.  



Concept carriers

The concept design chosen to be launched for implementation is defined in terms of concept carriers. A main product or service, and it's effect on the accompanying effects on materialisation, physical environment, organization, networks and communication. A product or service is described in the most detailed functional aspects: how does it work and contribute to the needs of a targetgroup?

In terms of materialisation, only those aspects of the product or service have to be described that are crucial in representing the concept outlines. 

Concerning the physical environment, it's about the physical elements of the environment that are effectively exposed to customers. For example the retail location has to be defined where the product is sold. 

The effects of the concept on the organization have to be described in terms of possible adjustments that have to be made. The sales and marketing department may have to adjust for example by looking into new ways of campaigning.

In order to launch and establish a new concept, an organization will collaborate with network partners. In this sense it has to be clear with what type of network the organization will cooperate, in order to get the outlines behind the concept across to customers in a right way.

In the end all the communication around the concept should be in line with the mentality of the target group(s). Resulting in strategic choices about communication channels, as well as the best tone of voice.


Valuedefinition canvas
SC Valuedefinition

The value that is created by an organisation through a concept is reflected by a product or service and it's corresponding concept carriers: materialization, physical environment, organization, networks and communication. 

In order to define the created value, the valuedefinition canvas is used to describe this in detail.

When you start out with the improvement route, it's important to use the canvas to describe the existing concept. Defining this in detail upfront, will make clear what the starting point is for innovation.

If you are concepting within the creation route, the value definition marks the end of the process. The results will have to be formulated on the implementation level.



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


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


The main objective in the realization phase is defining the detailed outlines of a concept