Design - Concepts

This skill guides Claude through creating conceptual designs that bridge research insights and production-ready code. Concepts communicate design direction, explore visual possibilities, and validate approaches before implementation.

Core Methodology

Purpose of Concept Design

Concept design is NOT final design - it's exploration and communication:

• Explore possibilities: Test multiple visual directions quickly
• Communicate intent: Show stakeholders what "good" could look like
• Validate approach: Get feedback before investing in implementation
• Build alignment: Create shared understanding of design direction

Concept Design Process

1. Brief Review: Understand goals, constraints, research insights
2. Design Intent Interview: Uncover emotional and experiential goals
3. Inspiration & Research: Gather visual references from diverse sources
4. Lens Selection: Choose conceptual lenses that fit the project context
5. Initial Concepts: Develop 3 distinct concepts through chosen lenses (unless told otherwise)
6. Presentation: Create artifacts that tell the story and invite feedback
7. Refinement (if needed): Iterate on the chosen direction

Why Multiple Concepts?

Creating 3 concept variations is standard design practice when initially exploring:

• Divergent exploration: Shows different strategic approaches, not just visual variations
• Better decisions: Stakeholders choose between meaningful alternatives
• Reduced bias: Multiple options prevent "approve this" vs. "which solves the problem best?"

When to create 3 concepts vs. 1:

• 3 concepts: First time designing a product/feature, exploring strategic direction, major redesigns
• 1 concept: Refining a chosen direction, iterating based on feedback, minor updates

What makes concepts "different"?

• Different information architecture
• Different interaction models
• Different navigation patterns
• Different content priorities
• Different emotional registers / aesthetic languages

Step 1: Brief Review & Context Gathering

Gather Context:

Questions to ask user:
1. What research/insights should inform this concept?
2. What's the design challenge or goal?
3. Who's the audience for these concepts?
4. Any brand guidelines or design constraints?
5. What fidelity level? (wireframes/mockups/high-fi)
6. Is this initial exploration or refining an existing concept?

Use view to read:

• Research artifacts (personas, design principles)
• Existing brand guidelines
• Competitive analysis
• Design briefs or requirements

Step 2: Design Intent Interview

CRITICAL: Do this before any visual work. These questions give Claude strong creative constraints that produce varied, contextually appropriate concepts.

Ask the user:

1. Emotional target: "What 3 adjectives describe how a user should feel when they use this?" (e.g., calm + confident + curious)
2. Non-digital reference: "Name a physical space, product, or experience (not a website) that captures the vibe you're going for." (e.g., "an Aesop store", "a Muji notebook", "a busy Tokyo train station")
3. Anti-reference: "What should this absolutely NOT feel like?" (e.g., "not clinical", "not playful/childish", "not enterprise-y")
4. Design hero: "Is there a specific brand, publication, or product whose aesthetic you admire for this project?" (doesn't need to be in the same industry)

These four inputs dramatically shape the design direction. If the user gives even partial answers, use them as strong constraints. If they can't answer, propose options based on the brief and research.

Step 3: Inspiration & Research

Use web tools to gather current design patterns:

web_search: "best [industry] app ui design 2025"
web_search: "[design pattern] examples mobile"
web_fetch: Dribbble, Behance, Awwwards for visual inspiration

Diverse Inspiration Sources

CRITICAL: Go beyond the usual Dribbble/Behance cycle. These sources produce sameness. Deliberately seek inspiration from:

• Architecture & interiors: Spatial relationships, material palettes, lighting moods
• Print & editorial design: Magazine layouts, book covers, poster typography
• Physical product design: Packaging, industrial design, material textures
• Film & cinematography: Color grading, framing, mood, title sequences
• Fashion: Color stories, seasonal palettes, texture combinations
• Data visualization: Information density approaches, chart aesthetics
• Vintage graphic design: Mid-century modern, art nouveau, constructivism
• Cultural & regional design: Japanese minimalism, Scandinavian functional, Latin American vibrancy
• Nature & science: Organic forms, crystalline structures, topographic patterns

Design Provocation Step: Before creating concepts, find 2-3 unexpected visual references from outside digital design that connect to the project's emotional goals from the Design Intent Interview. Document why each reference connects to the user's stated feelings.

Mood Board Creation

IMPORTANT: Mood boards MUST be visual HTML files, NOT markdown.

Mood boards should include:

1. Color Palette: Actual color swatches with hex values and usage descriptions
2. Typography Samples: Real text at different sizes showing the font in use
3. Imagery & Illustration Direction: Per-concept photo treatment and illustration style (see below)
4. Spacing Scale: Visual representation of spacing units
5. Component Examples: Interactive examples showing hover states, transitions
6. Non-Digital References: Screenshots/descriptions of the inspiration sources from outside digital design
7. Design Rationale: Why these choices support user jobs and the emotional targets from the Design Intent Interview

Imagery & Illustration Direction — Each concept should define its own visual treatment for photos and illustrations, just like each uses a different font and color palette. Include in the mood board:

• Photo treatment: How photos are styled — warm overlays, desaturation, high-contrast B&W, duotone, color tinting, grain/noise, etc.
• Illustration style: What decorative elements accompany the concept — hand-drawn, geometric, botanical, art deco, minimal line art, halftone, etc.
• Example pairings: Show 1-2 sample photos with the treatment applied, alongside the illustration style, so the difference between concepts is visible in the mood board itself.

Format: Static HTML file (save as .html, NOT .md)

DO NOT hardcode a specific theme into the template. Let the project context, emotional targets, and references determine whether it's dark, light, warm, cool, etc.

<!DOCTYPE html>
<html lang="en">
<head>
  <meta charset="UTF-8">
  <meta name="viewport" content="width=device-width, initial-scale=1.0">
  <title>Mood Board - [Project Name]</title>
  <!-- Choose fonts based on project context, NOT defaults -->
  <style>
    /* Let the mood board's own aesthetic reflect the design direction */
    /* The mood board itself should FEEL like the concept */
  </style>
</head>
<body>
  <h1>Mood Board - [Project Name]</h1>

  <section>
    <h2>Emotional Targets</h2>
    <!-- The 3 adjectives from Design Intent Interview -->
    <!-- Non-digital reference and why it connects -->
  </section>

  <section>
    <h2>Color Palette</h2>
    <!-- Actual rendered swatches, not just hex codes -->
  </section>

  <section>
    <h2>Typography</h2>
    <!-- Real text rendered at size, not described -->
  </section>

  <section>
    <h2>Imagery & Illustration Direction</h2>
    <!-- Per-concept: photo treatment (overlays, filters, grain) -->
    <!-- Per-concept: illustration style (geometric, botanical, line art) -->
    <!-- Show example photos WITH the treatment applied -->
  </section>

  <section>
    <h2>Visual References</h2>
    <!-- Mix of digital and non-digital inspiration -->
    <!-- Explain WHY each reference connects to the emotional targets -->
  </section>

  <section>
    <h2>Component Examples</h2>
    <!-- Interactive examples with hover states -->
  </section>
</body>
</html>

Step 4: Lens Selection

The Design Lens System

Instead of always producing "Safe / Bold / Experimental" archetypes, select conceptual lenses that are appropriate to the project. Each lens produces a fundamentally different design approach.

Select 3 lenses from the categories below based on the project context, emotional targets, and user inputs. Mix across categories for maximum variety.

Aesthetic Lenses

Lens	Character	Good For
Swiss/International	Grid-precise, rational, typographic hierarchy	Data-heavy tools, dashboards, professional SaaS
Editorial	Magazine-like, asymmetric, bold typography, white space	Content platforms, portfolios, storytelling
Brutalist	Raw, honest, unconventional layouts, monospace	Developer tools, creative agencies, statements
Japanese Minimal	Generous white space, restraint, subtle detail	Wellness, luxury, meditation, premium products
Retro-Futurism	Vintage-meets-modern, neon, CRT aesthetics	Gaming, creative tools, entertainment
Organic/Natural	Soft shapes, earth tones, flowing layouts	Health, sustainability, community platforms
Neo-Deco	Geometric patterns, gold accents, dramatic contrast	Finance, luxury, high-end e-commerce
Glassmorphism	Frosted glass, depth, layered translucency	Modern dashboards, music apps, creative tools
Scandinavian Functional	Warm neutrals, clean lines, accessible, cozy	E-commerce, home, lifestyle, productivity

Interaction Model Lenses

Lens	Character	Good For
Single-Page Flow	Everything on one scroll, progressive reveal	Landing pages, onboarding, simple tools
Card-Based	Modular, scannable, rearrangeable	Dashboards, content feeds, project management
Sidebar Navigation	Persistent nav, workspace feel, power-user	Complex apps, admin panels, dev tools
Bottom Sheet Mobile	Thumb-friendly, layered sheets, gesture-driven	Mobile-first, consumer apps
Command Palette	Keyboard-driven, search-first, minimal chrome	Developer tools, power-user apps
Conversational	Chat-like, step-by-step, guided	Onboarding, support, AI interfaces

Content Strategy Lenses

Lens	Character	Good For
Data-Dense	High information density, compact, scannable	Analytics, trading, monitoring
Story-Driven	Narrative scroll, chapters, visual storytelling	Marketing, case studies, annual reports
Tool/Utility	Minimal chrome, content is the interface	Editors, calculators, code tools
Discovery	Browse-first, visual grid, serendipity	Marketplaces, media, social platforms

How to Select Lenses

1. Review the Design Intent Interview answers
2. Consider the product type and user context
3. Pick 3 lenses that are meaningfully different from each other
4. At least one should feel like a stretch — unexpected but defensible
5. Announce your lens selections to the user before building concepts

Example:

For a healthcare appointment booking app where the user said "calm, trustworthy, effortless" and referenced "a well-organized pharmacy":

• Lens 1: Scandinavian Functional — warm, accessible, clean
• Lens 2: Japanese Minimal — serene, spacious, premium
• Lens 3: Conversational — guided, step-by-step, approachable

Each lens produces a concept that feels like it was designed by a different designer with a different philosophy.

Step 5: Creating Concepts

Frontend Aesthetics — Avoiding "AI Slop"

CRITICAL: You tend to converge toward generic outputs. Make creative, distinctive frontends that surprise and delight.

Typography — Research fonts for each project. Do NOT fall back on the same familiar set every time.

Before choosing fonts, you MUST:

1. Run a web search for fonts that match the project's emotional targets and industry (e.g., "best Google Fonts for [warm/bold/elegant] [restaurant/SaaS/editorial] design 2025")
2. Search for fonts used by the design heroes or non-digital references from the Design Intent Interview (e.g., "fonts similar to [brand] typography")
3. Browse Google Fonts filtered by the aesthetic you need — look beyond page 1 results
4. Pick fonts you have NOT used in recent concepts for this user — track what you've already chosen and avoid repeating

Selection criteria:

• Does it match the emotional targets from the Design Intent Interview?
• Is it distinctive enough to give this project its own identity?
• Does it have the weights and styles needed (italic, bold, etc.)?
• Is it available on Google Fonts (or another free CDN) for easy embedding?
• Have you already used this font in another concept in this session? If yes, pick something else.

Avoid these overused fonts: Inter, Roboto, Arial, system fonts (unless contextually appropriate), Space Grotesk, Fraunces, Lora, Crimson Pro, Syne — and any font you find yourself reaching for by default

Color & Theme — Commit to a cohesive aesthetic:

• Dominant + Accent: 80% one color family, 20% sharp contrast
• Monochrome + single hue: Grayscale with one bold color for CTAs
• Cultural aesthetics: Draw from Brutalism, Memphis, Bauhaus, Vaporwave, etc.

Avoid: Purple gradients on white, generic blue + gray, pastel everything, rainbow palettes with equal distribution

Motion — Focus on high-impact moments:

• Page load orchestration with staggered reveals
• Transition between major states
• Hover effects on key interactive elements

Backgrounds — Create atmosphere:

• Gradient meshes, noise textures, geometric patterns
• Radial gradients, layered gradients, backdrop filters

Photography & Illustration — Each concept MUST have a distinct imagery approach, just like each has distinct typography and color. Do NOT reuse the same photo treatment or illustration style across concepts.

1. Different photo treatment per concept — Each lens implies a different way to handle photos. Examples: warm amber overlays for organic, high-contrast B&W or desaturated for editorial, duotone/color-tinted for themed, soft grain for vintage. Define the treatment in the mood board and apply it consistently in the concept.
2. Different illustration style per concept — Each concept should use a different decorative language. Examples: botanical SVGs for organic, bold geometric shapes for editorial, art deco line work for neo-deco, hand-drawn sketches for playful. Inline SVGs work well for HTML concepts.
3. Use free, embeddable photo sources — Unsplash (images.unsplash.com URLs) is preferred for hotlinking in HTML concepts. Pexels also works. Pixabay does NOT allow hotlinking.
4. Always provide CSS gradient fallbacks — Layer photos behind semi-transparent gradients so concepts still look complete if images fail to load.
5. Note what you couldn't source — If a concept needs imagery you can't find freely (venue-specific, custom illustration), use the best available alternative and note it for the client.

Concept Format

For Wireframes/Low-Fi:

<!-- Focus on layout, hierarchy, content structure -->
<!-- Use grayscale, simple shapes, annotate key decisions -->

For Visual Mockups/Mid-Hi Fi:

// Use Tailwind for rapid styling
// Focus on key screens, not complete flows
// Include annotations explaining design decisions

For Interactive Prototypes:

// Use React hooks for state management
// Create realistic interactions for key flows
// Add transition/animation for important interactions

Per-Concept Requirements

Each concept MUST:

• Name its design lens explicitly
• Explain the strategic rationale (not just aesthetic choices)
• Connect back to the emotional targets from the Design Intent Interview
• Use a different font family from the other concepts
• Use a different color approach from the other concepts
• Annotate key decisions with WHY, tied to research insights

Step 6: Presentation

File Organization

Organize all deliverables by feature/assignment in dated folders:

docs/design/{feature-name}-concepts-{MMDDYY}/
├── {feature-name}-mood-board.html
├── {feature-name}-concept-1-{lens-name}.html or .jsx
├── {feature-name}-concept-2-{lens-name}.html or .jsx
├── {feature-name}-concept-3-{lens-name}.html or .jsx
└── {feature-name}-overview.md

Feature Name Guidelines:

• Use kebab-case (lowercase with hyphens)
• Ask the user for the feature name if not provided

Design Concept Document

File: {feature-name}-overview.md

# [Project Name] Design Concepts

## Design Challenge
[What problem are we solving? Who for? Why now?]

## Design Intent
- **Emotional targets**: [3 adjectives]
- **Non-digital reference**: [What they said and why it matters]
- **Anti-reference**: [What to avoid]
- **Design hero**: [Aesthetic inspiration]

## Key Research Insights
1. [Insight that informs these concepts]
2. [Another key insight]

## Concept 1: [Name] — [Lens Name]
**Lens**: [Which design lens and why it fits]
**Approach**: [High-level strategy]
**Strengths**: [What this does well]
**Tradeoffs**: [What this sacrifices]
[Link to prototype/mockup]

## Concept 2: [Name] — [Lens Name]
...

## Concept 3: [Name] — [Lens Name]
...

## Recommendation
[If asked: Which concept to pursue and why]

## Next Steps
- [ ] Gather feedback from [stakeholders]
- [ ] Test [specific assumption] with users
- [ ] Refine chosen direction into implementation

Quality Criteria

Excellent Concepts:

• Three distinct directions using different design lenses (for initial exploration)
• Tied to research: Design decisions directly address user jobs/pain points
• Connected to emotional targets: Each concept clearly maps to the Design Intent Interview
• Strategically different: Each explores a meaningfully different approach
• Appropriate fidelity: Level of detail matches the questions being answered
• Annotated: Key decisions are explained with WHY, not just shown
• Realistic: Use real or realistic content, not Lorem Ipsum
• Accessible baseline: Even concepts consider color contrast, text size
• Responsive-aware: Show how designs adapt to different screens (if relevant)

Excellent Mood Boards:

• Cohesive: Each direction feels unified and intentional
• Distinctive: Different directions are clearly different
• Cross-disciplinary: Include non-digital inspiration sources
• Emotionally grounded: Tied to the Design Intent Interview adjectives
• Annotated: Explain WHY these visuals, not just WHAT they are

Common Pitfalls to Avoid

Designing in a Vacuum

Problem: Creating concepts without reviewing research or existing materials Instead: Start every concept by reviewing personas, design principles, and competitive analysis

Concepts That Look Identical

Problem: Three concepts that only differ in color or button shape Instead: Use different design lenses — different information architecture, navigation models, interaction patterns, content priorities

The Same 3 Archetypes Every Time

Problem: Always producing "Safe/Polished, Bold/Dark, Experimental/Brutalist" Instead: Use the lens system. A healthcare app and a gaming platform should NOT get the same three archetypes. Let the project context drive lens selection.

Mood Board Echo Chamber

Problem: Only pulling from Dribbble/Behance, which produces sameness Instead: Include references from architecture, print, film, fashion, nature. The non-digital reference from the Design Intent Interview should appear in the mood board.

Premature Pixel-Perfect Polish

Problem: Spending hours on shadows/gradients before validating the approach Instead: Match fidelity to the question - use low-fi until direction is validated

Lorem Ipsum Syndrome

Problem: Using placeholder text that hides content design problems Instead: Use realistic content that exposes real layout and hierarchy challenges

Missing the "Why"

Problem: Beautiful designs with no explanation of decisions Instead: Annotate key decisions with rationale tied to research insights and emotional targets

Ignoring Technical Feasibility

Problem: Concepts requiring tech that doesn't exist or can't be built in timeline Instead: Check technical constraints early, design within feasible boundaries

Design Patterns Library

Navigation Patterns: Tab bars, hamburger menu, bottom sheets, breadcrumbs, command palette, sidebar Form Patterns: Inline validation, progressive disclosure, smart defaults, multi-step wizards Content Patterns: Cards, lists, grids, feeds, masonry, editorial columns Feedback Patterns: Toast notifications, modal dialogs, skeleton screens, empty states

Integration Points

Inputs

• Design Research: Personas, design principles, user insights, competitive analysis
• Product/PM: Feature requirements, business goals, timeline constraints
• Engineering: Technical constraints, API capabilities, performance requirements
• Brand/Marketing: Brand guidelines, messaging, visual identity

Outputs

• Engineering: Validated direction to implement directly
• Product/PM: Visual artifacts to communicate product vision
• Marketing: Visual concepts for early marketing/PR materials

Related Skills

• Use design-research artifacts (personas, principles) to inform concepts
• Use design-components when working within an existing design system

Validation Checklist

Before delivering concept artifacts, verify:

• Conducted Design Intent Interview (or used brief as proxy)
• Gathered inspiration from diverse sources (not just Dribbble)
• Selected 3 design lenses appropriate to the project context
• For initial exploration: Created 3 meaningfully different concepts using different lenses
• For refinement: Focused on iterating 1 chosen concept based on feedback
• Each concept uses a different font family and color approach
• Each concept is annotated with rationale tied to research and emotional targets
• Used realistic content, not Lorem Ipsum
• Checked responsive behavior for mobile/tablet
• Verified color contrast meets minimum standards (4.5:1 for text)
• Created overview document comparing concepts
• Clearly communicated next steps and decisions needed