Got brought in to help a well-funded American startup with their “revolutionary” product.

They’d already spent $250K on branding. Had a complete brand book. Army of marketing consultants. Pre-approved UI kit. Moodboards for days.

Looked impressive in investor presentations.

Then I asked to see the actual product flows.

“We’re still finalizing those,” they said. “But look at these gradients.”

(This is how conceptual design gets skipped. Everyone’s too busy picking fonts to notice the product doesn’t make sense.)

What They Had (Besides the $250K Brand Book)

The startup came prepared. Had everything except a working product strategy.

The brand book:

• 147 pages
• 23 approved color variations
• 8 font weights
• Photography and illustration systems
• Motion design principles

The marketing materials:

• Website that said nothing
• Product video with epic music
• Social media and email templates

The pre-approved UI kit:

• 400+ components in Figma
• Every button variation imaginable
• Complete design system documentation

What they didn’t have: any proof their core product idea made sense.

What I Found When I Actually Looked

Asked to walk through the main user flow. Took them 20 minutes to explain what should take 20 seconds.

The core flow:

1. User signs up (why? unclear)
2. Dashboard showing 17 metrics (which matter? nobody knows)
3. Clicks “Get Started” → redirected to settings (why settings first?)
4. Configure 8 options before seeing value
5. Finally reaches “hero feature”
6. Feature requires uploading data they probably don’t have
7. Takes 10 minutes to process
8. Results in complex visualization nobody understands
9. Now what? Product doesn’t say.

This was their “revolutionary” user experience.

Asked: “What problem does this solve?”

Got: “It helps teams optimize their workflow efficiency through data-driven insights.”

Translation: They had no idea.

The metrics:

• Signup to first action: 67% drop-off
• Completing onboarding: 23%
• Returning after Day 1: 11%
• Monthly churn: 48%

Churn graph looked like a ski slope in January.

Why Nobody Noticed Before Launch

They had skipped conceptual design entirely.

Conceptual design is the phase where you test if your big idea can stand up before spending months making it pretty. It’s where you ask:

• Does this actually solve a problem people have?
• Can users understand what this does in 5 seconds?
• Does the core flow make logical sense?
• Is the “hero feature” actually valuable or just internal vanity?

Instead, they went straight from pitch deck to brand identity to high-fidelity mockups.

Nobody pressure-tested the fundamental product strategy because everyone was too excited about the glossy gradients.

Marketing consultants optimized messaging for a product that didn’t work.

Brand designers created identity for unclear value proposition.

UI designers built component library for flows that made no sense.

By the time they realized the core experience was broken, they’d burned through most of their budget on decoration.

(This is what happens when teams confuse moodboards with strategy.)

The $250K Question

Sat in meeting with founders after showing them the numbers.

“So we need to redesign the dashboard?” one asked.

“No. You need to figure out what problem you’re actually solving.”

“But we have user research,” they said. Pulled out deck with persona cards and journey maps.

Looked at the research. Was all theoretical. “Sarah, Marketing Manager, wants to optimize her team’s workflow.”

Asked: “Did you talk to actual Sarah? Or did you make her up?”

Silence.

“We talked to five users,” one founder finally said.

“What did they say?”

“They loved the concept.”

“Did they use the product?”

“Well, no. We showed them the brand video and some mockups.”

This is conceptual design’s actual job: testing reality before building fantasy.

They’d spent $250K proving their idea looked good in presentations. Zero dollars proving it worked in real life.

What Conceptual Design Actually Does

After that meeting, dragged them back to basics. Started actual conceptual design work:

Week 1: Kill the jargon “What does your product do in one sentence?”

Took them three hours to agree on: “Helps teams track project metrics.”

Not revolutionary. But at least honest.

Week 2: Map the actual problem Talked to real users. Not “would you use this?” conversations.

But: “Walk me through how you handle this now. What breaks? What’s frustrating?”

Learned: Nobody cared about “workflow efficiency optimization.” They cared about “I spend 2 hours every Monday creating status reports and everyone ignores them anyway.”

Different problem. Different solution needed.

Week 3: Test core assumption Their “hero feature” assumed teams wanted comprehensive analytics.

Reality: Teams wanted one number that told them if project was on track. Everything else was noise.

Built simple prototype. One screen. One metric. One action.

Tested with 10 users. 8 understood it immediately. 6 said they’d pay for it.

This is what conceptual design uncovers: the gap between what you think people want and what they actually need.

Week 4: Rebuild information architecture Threw out the 17-metric dashboard. Started with the one number that mattered.

Built logic around that. Added context only when needed. Removed 6 of the 8 configuration steps.

Got it down to: Sign up → See status → Take action if needed.

Three steps. No confusion.

Why Teams Skip Conceptual Design

After this project, I understood why teams avoid this phase:

It’s terrifying Conceptual design is where your big idea gets punched in the face for the first time.

Easier to rush to glossy slides than admit you might be solving the wrong problem.

It’s not impressive to stakeholders Can’t show conceptual design work to investors and get applause.

Rough sketches don’t photograph well for LinkedIn. Moodboards and brand books do.

It feels like going backwards “But we already decided what we’re building!”

Yes. And it’s wrong. Better to learn that now than after launch.

It requires honesty Have to admit: “We don’t actually know if this works.”

Most teams would rather pretend they do.

The Pattern I Keep Seeing

Seen this exact pattern five times now. Different industries, same mistakes:

Pattern starts: Team has exciting idea → Raises money → Hires designers → Skips to high-fidelity → Launches beautiful, confusing product → Churn climbs → Panic redesigns

Where it breaks: Nobody tested the fundamental assumption before building the UI.

Conceptual design would have caught this. But it’s messy, unglamorous, doesn’t look good in pitch decks.

So teams skip it. Then spend 10x more fixing the problems later.

What the Messy Phase Actually Looks Like

When I do conceptual design properly, looks nothing like polished work:

Lots of rough sketches Not pixel-perfect screens. Boxes and arrows showing logic flow. Testing approaches fast. Throwing out bad ideas cheap.

Challenging assumptions “Why do users need to configure this?” “What if they don’t?” “Can we remove this entire step?”

Every assumption is questionable.

Finding the simplest version Not “what features can we add” but “what can we remove and still solve the problem?”

Usually ends up being 60% simpler than original concept.

Testing with real scenarios Not “would you use this?” but “show me how you’d use this for your actual problem right now.”

Watch where they get confused. That’s where the concept breaks down.

This phase feels chaotic. Supposed to. It’s forcing strategic alignment early, when changing course is cheap.

What Happened to the $250K Startup

After 4 weeks of actual conceptual design work, had completely different product.

Simpler core flow. Clear value proposition. One metric that mattered.

Spent 3 months rebuilding with new strategy.

New metrics after relaunch:

• Signup to first action: 82% (was 33%)
• Users completing onboarding: 71% (was 23%)
• Users returning after Day 1: 64% (was 11%)
• Monthly churn: 12% (was 48%)

Same brand book. Same UI kit. Completely different product strategy.

Difference: Actually tested the concept before building it.

(They kept the fancy gradients. Just applied them to something that worked.)

When Conceptual Design Gets Treated Like Decoration

Most clients I talk to think conceptual design means:

• Creating moodboards
• Picking color palettes
• Choosing typography
• “Establishing visual direction”

That’s visual design. Different thing.

Conceptual design is:

• Testing if core idea makes sense
• Validating problem-solution fit
• Mapping user mental models
• Challenging product assumptions
• Finding simplest viable approach

Visual design makes it pretty. Conceptual design makes it work.

Teams that confuse the two end up with beautiful products nobody understands.

(Like the $250K startup before we fixed it.)

What Good Conceptual Design Prevents

From watching projects that skipped this phase then crashed:

Prevents building the wrong thing Most product failures aren’t execution problems. They’re “we solved the wrong problem” problems.

Prevents endless redesigns If you test strategy upfront, don’t need to redesign every three months because foundation is wrong.

Prevents feature bloat When you understand core value clearly, easier to say no to random feature requests.

Prevents confused users Users aren’t confused by bad UI. They’re confused by unclear value propositions and illogical flows.

Prevents expensive pivots Better to pivot in week 2 based on testing than month 8 after launch.

How to Know If You Actually Did Conceptual Design

Not conceptual design: Made moodboards, chose fonts, created style guide, built component library

Actual conceptual design:

• Can explain core value in one sentence
• Tested with real users doing real tasks
• Threw out at least 3 major assumptions
• Simplified original concept significantly
• Team argued about strategy (not pixels)
• Someone said “but that’s not what we pitched” (good sign)

If your “conceptual design” phase produced only pretty artifacts and no strategic changes, you decorated a concept. Didn’t test it.

What I Tell Teams Now

When someone wants to jump straight to high-fidelity designs, I tell them the $250K story.

“They had everything except proof their idea worked. Spent a quarter million on decoration before testing if anyone understood the product.”

Usually gets their attention.

Then I explain: Conceptual design isn’t optional polish. It’s the foundation that prevents everything else from being wasted effort.

Can’t skip the garage phase just because you’re impatient for the car show reveal.

Most real design partners won’t let you skip it. They’ll challenge assumptions, refuse to push pixels until the thinking is solid.

The cheap “we’ll jump straight to mockups” shops? They’re selling fast, shiny disasters.

Final Thought

The $250K startup eventually succeeded. Not because of the brand book or fancy moodboards.

Because they finally did the unglamorous work of testing whether their concept made sense before decorating it.

Took them 4 weeks and about $15K in design work. Saved them from another year of confused users and climbing churn.

Good conceptual design doesn’t make impressive LinkedIn posts. It makes products that don’t need constant firefighting.

Your choice: spend money proving your idea works, or spend more money later fixing a beautiful disaster.

I know which one I’d bet on.

(Learned it from watching the other way fail repeatedly.)