Learning Loop Playbooks Learning Loop

User experience, Product management, Engineering, Leadership

Concept Review

A stage in product development where a team evaluates the viability and desirability of a product idea before investing significant resources in its creation.

Also called: Concept Check, Concept Refresher, Concept Summary, Concept Overview, Concept Recap, Concept Assessment, Concept Evaluation, and Concept Analysis

See also: Assumptions Collection, Business Model Mapping, Empathy Mapping, Fishbone Diagram, Five Whys, Market of Skills, Prototype Persona, Service Blueprint, Stakeholder Mapping, Starbursting, Touchpoint Mapping, User Story Mapping, Value Proposition Mapping, Continuous Discovery, Dual Track Agile

Relevant metrics: Conversion Rate, Customer Retention Rate, Average Order Value, Customer Lifetime Value, and Return on Investment

In this article

What is Concept Review

Concept review is a process used in product management and user experience to evaluate the viability, desirability, and feasibility of a product concept. It involves a thorough review of the concept, including its features, benefits, and potential market. The review is conducted by a team of experts, including product managers, user experience designers, and other stakeholders.

By understanding the key components of a successful concept review, evaluating the viability, feasibility, and desirability of a product idea, and gathering feedback from key stakeholders, teams can make informed decisions about whether to pursue a product idea or not.

The goal of the review is to identify any potential issues or risks associated with the concept, and to provide feedback on how to improve it. The review process typically includes a review of the concept’s user experience, usability, and marketability. The review team may also provide feedback on the concept’s design, development, and implementation. The concept review process is an important step in the product development process, as it helps to ensure that the product concept is viable and meets the needs of the target market.

Where did Concept Review come from?

Concept review is a term used in education to refer to the process of reviewing and reinforcing a concept or idea. It is a way of ensuring that students have a thorough understanding of a concept before moving on to the next topic. The term was first used in the early 20th century, when educators began to recognize the importance of reviewing and reinforcing concepts in order to ensure that students had a strong understanding of the material.

Within the context of product development, the origin is not well documented. “Concept reviews” are a common and important step in the process of developing and refining product ideas, and the term has been adopted by many organizations and product development experts to describe this process.

Key Components of a Successful Concept Review

Concept reviews play a critical role in the product development process, helping teams to assess the viability, feasibility, and desirability of a product idea. A successful concept review can make all the difference in determining whether a product idea is worth pursuing or not. In this blog post, we’ll explore the key components that make up a successful concept review.

The Key Components of a Successful Concept Review

The success of a concept review depends on several key components, including:

  • A clear understanding of the product idea. Before a concept review can be conducted, it’s important to have a clear and detailed understanding of the product idea being evaluated. This includes information on the product’s target audience, its unique features and benefits, and the problem it’s trying to solve.
  • A thorough evaluation of viability, feasibility, and desirability. During a concept review, it’s important to evaluate the viability, feasibility, and desirability of the product idea. Viability refers to whether the product can be developed and brought to market. Feasibility refers to whether the product can be developed within the given budget and timeline. Desirability refers to whether the product will meet the needs and wants of its target audience.
  • Feedback from key stakeholders. Feedback from key stakeholders is critical to the success of a concept review. This feedback can come from internal teams, such as product managers, designers, and engineers, as well as external stakeholders, such as customers and other subject matter experts.

Evaluating the Viability, Feasibility, and Desirability of a Product Idea

To evaluate the viability, feasibility, and desirability of a product idea, it’s important to consider several key factors, including:

  • Market demand. Does the product idea have a viable market, and is there enough demand for it?
  • Competition. Is the product idea unique enough to stand out in a crowded market, and what are the key competitors?
  • Budget and timeline. Are the resources available to develop the product within the given budget and timeline?
  • Target audience. Does the product idea meet the needs and wants of its target audience, and is there enough demand from this audience?
  • Technical feasibility. Is the product idea technically feasible, and can it be developed within the given budget and timeline?

Gathering Feedback from Key Stakeholders

To gather feedback from key stakeholders, it’s important to:

  • Identify key stakeholders. Identify all key stakeholders who can provide valuable feedback on the product idea, including internal teams, customers, and other subject matter experts.
  • Reach out to stakeholders. Reach out to these stakeholders and invite them to participate in the concept review. This can be done through email, phone, or in-person meetings.
  • Ask the right questions. Make sure to ask the right questions to get the feedback you need to make informed decisions. This includes asking about the strengths and weaknesses of the product idea, what needs to be improved, and any other feedback they have to offer.

By understanding the key components of a successful concept review, evaluating the viability, feasibility, and desirability of a product idea, and gathering feedback from key stakeholders, teams can make informed decisions about whether to pursue a product idea or not.

Common Challenges and How to Overcome Them

Despite their importance, concept reviews are not without their challenges. Here are some of the common challenges faced during concept reviews and how to overcome them.

  • Lack of clarity about the product idea. One of the most common challenges faced during concept reviews is a lack of clarity about the product idea being evaluated. This can make it difficult for stakeholders to provide meaningful feedback and can lead to misunderstandings and disagreements.
  • Conflicting opinions and subjectivity. Concept reviews often involve multiple stakeholders with differing opinions and perspectives. This can result in conflicting opinions and subjectivity, making it difficult to reach a consensus on the viability, feasibility, and desirability of the product idea.
  • Insufficient data and information. Without sufficient data and information, it can be challenging to evaluate the viability, feasibility, and desirability of a product idea. This can result in decisions being based on incomplete information, leading to costly mistakes and setbacks.

You might consider the following to try to overcome these challenges

  • Clearly define the product idea. To overcome the challenge of a lack of clarity about the product idea, it’s important to clearly define the product idea and provide stakeholders with a detailed understanding of what is being evaluated.
  • Gather data and information. To overcome the challenge of insufficient data and information, it’s important to gather as much data and information as possible about the product idea, including market research, customer feedback, and technical feasibility assessments.
  • Encourage open and honest feedback. Encourage open and honest feedback from all stakeholders, and provide a safe and neutral environment where everyone feels comfortable sharing their opinions and perspectives.

As concepts are reviewed, disagreements among stakeholders are likely to happen. Here are good ways to handle disagreements or conflicting opinions under concept reviews.

  • Facilitate open and honest discussions. To handle disagreements and conflicting opinions, it’s important to facilitate open and honest discussions between all stakeholders. This can help to uncover the root causes of disagreements and find mutually acceptable solutions.
  • Encourage active listening. Encourage all stakeholders to actively listen to one another and understand each other’s perspectives. This can help to reduce subjectivity and find common ground.
  • Seek outside help if necessary. If disagreements and conflicting opinions cannot be resolved through open and honest discussions, it may be necessary to seek outside help, such as from a neutral third party or mediator.

By handling disagreements and conflicting opinions through open and honest discussions and active listening, teams can reach a consensus on the viability, feasibility, and desirability of a product idea, leading to more successful product development outcomes.

Concept Review Best Practices

Get a head start and make your concept review session a success. Here are few tips to make them work well:

  • Clearly define the goals of the review. It’s important to clearly define the goals of the concept review and what the team hopes to achieve. This can help to ensure that everyone is aligned and focused on the same objectives.
  • Gather data and information. To ensure that the concept review is informed and productive, it’s important to gather as much data and information as possible about the product idea, including market research, customer feedback, and technical feasibility assessments.
  • Encourage open and honest feedback. Encourage open and honest feedback from all stakeholders, and provide a safe and neutral environment where everyone feels comfortable sharing their opinions and perspectives.
  • Facilitate open and honest discussions. To handle disagreements and conflicting opinions, it’s important to facilitate open and honest discussions between all stakeholders. This can help to uncover the root causes of disagreements and find mutually acceptable solutions.

Prioritizing ideas emerging during concept reviews

With numerous ideas to choose from, it can be difficult to decide which ones to pursue further. In this segment, we will explore best practices for prioritizing ideas and selecting the best ones for development.

  • Assess the potential impact of each idea. Including market size, frequency of solved problem, potential income, customer demand, and technical feasibility.
  • Consider the resources required for each idea. It’s also important to consider the resources required for each idea, including time, money, and staffing.
  • Seek outside help if necessary. If it’s challenging to prioritize ideas and select the best ones for further development, it may be necessary to seek outside help, such as from a neutral third party or advisor.

Communicating the results of the Concept Review effectively

Ensure that all stakeholders understand and can act on the outcomes of the review by being strategic about how you communicate its results.

  • Present the results in a clear and concise manner. To communicate the results of the concept review effectively, it’s important to present the results in a clear and concise manner, including a summary of the key findings, recommendations, and next steps.
  • Ensure that all stakeholders understand the results. It’s also important to ensure that all stakeholders understand the results of the concept review, including any disagreements or conflicting opinions.
  • Document the results for future reference. To ensure that the results of the concept review are easily accessible for future reference, it’s important to document the results, including a summary of the key findings, recommendations, and next steps.
Relevant questions to ask
  • What is the purpose of the concept review?
    Hint The purpose of the concept review is to evaluate the feasibility of a proposed concept or idea. It is used to assess the potential risks, benefits, and challenges associated with the concept, and to determine whether it is worth pursuing.
  • What is the scope of the concept review?
    Hint The scope of the concept review will depend on the complexity of the concept and the resources available. It may include research into the concept, analysis of the potential risks and benefits, and evaluation of the potential challenges.
  • What are the expected outcomes of the concept review?
    Hint The expected outcomes of the concept review are to determine whether the concept is feasible and worth pursuing.
  • What resources are available to support the concept review?
    Hint Resources available to support the concept review may include research materials, expert opinions, and financial analysis.
  • What criteria will be used to evaluate the concept review?
    Hint Criteria used to evaluate the concept review may include the potential risks, benefits, and challenges associated with the concept, as well as the potential return on investment.
  • What timeline is available for the concept review?
    Hint The timeline for the concept review will depend on the complexity of the concept and the resources available.
  • What are the potential risks associated with the concept review?
    Hint Potential risks associated with the concept review may include financial losses, delays in implementation, and legal issues.
  • What are the potential benefits of the concept review?
    Hint Potential benefits of the concept review may include cost savings, improved efficiency, and increased customer satisfaction.
  • What are the potential challenges associated with the concept review?
    Hint Potential challenges associated with the concept review may include a lack of resources, difficulty in obtaining accurate data, and difficulty in obtaining expert opinions.
  • How will the concept review be documented and communicated?
    Hint The concept review will be documented and communicated through reports, presentations, and other forms of communication.

You might also be interested in reading up on:

People who talk about the topic of Concept Review on Twitter
Relevant books on the topic of Concept Review
  • Cracking Creativity: The Secrets of Creative Genius by Michael Michalko (2001)
  • The Lean Product Playbook: How to Innovate with Minimum Viable Products and Rapid Customer Feedback by Dan Olsen (2015)
  • Inspired: How to Create Tech Products Customers Love by Marty Cagan (2007)
  • Empowered: Ordinary People, Extraordinary Products by Marty Cagan (2007)
  • Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Alexander Osterwalder and Yves Pigneur (2010)
  • The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail by Clayton M. Christensen (1997)

Want to learn more?

Receive a hand picked list of the best reads on building products that matter every week. Curated by Anders Toxboe. Published every Tuesday.

No spam! Unsubscribe with a single click at any time.

Community events
Product Loop

Product Loop provides an opportunity for Product professionals and their peers to exchange ideas and experiences about Product Design, Development and Management, Business Modelling, Metrics, User Experience and all the other things that get us excited.

Join our community

Made with in Copenhagen, Denmark

Want to learn more about about good product development, then browse our product playbooks.