3.1. Conceptual Modelling

UNIT 3.
CONCEPTUAL MODELLING
Essential Idea:
A computer-aided design is the generation, creation, development and analysis of a design

or system using computer software.
Nature of design:
Designers use conceptual modelling to assist their understanding by simulating the subject
matter they represent. Designers should consider systems, services and products in relation
to what they should do, how they should behave, what they look like and whether they will
be understood by the users in the manner intended.
Aim of the Design:
The starting point for solving a problem springs from an idea developed in the mind. A
detailed exploration of the idea is vital to take it from the intangible to the tangible, along
with the ability to articulate the idea to others.
Guidance:
 To understand that conceptual models are used to communicate with oneself and
others
 To understand that conceptual models vary in relation to the context; You should
select the appropriate concept model(s) to match the context
 To understand how the designer visualizes concepts, design thinking and learning,
and use concept models to further inquiry into a design context
 To understand and list the advantages and disadvantages of using conceptual
modelling
Concepts and principles:
Conceptual models are descriptions or representations of an idea or system. They

communicate what a proposed design might look like or what it might do. Conceptual
models are also used to explore possibilities and options. In this way they are also a type of
research. Through doing this research, designers can confirm how well a design concept
meets specifications, gather user feedback, and improve the overall chances of success for
the product.
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Perhaps most importantly, designers use concept models to explore. Concept models can be
used to "get ideas out of the head" and into a form that can be explored and communicated
to others.
The role of conceptual modelling in design:
Conceptual modelling is defined as, “a description of the proposed system in terms of a set
of integrated ideas and concepts about what it should do, behave and look like, and that will
be understandable by the users in the manner intended”.
Conceptual modelling contains all the information required to describe a potential design
solution that simulates,
 The physicality of the design

 Functional features
 Performance
 Aesthetics, etc.
At this stage designers can get a feel for how well the design meets the original design brief,
design specifications and user needs to maximize chances of product success in the
identified target market.
Conceptual models should be simple and limited to the required functionality.
Professor of computer science at Stanford University, David Little (1996) comments on the
significance of conceptual models as, “The most important thing to design properly is the
user’s conceptual model”.
A conceptual model represents what the user is likely to think, and how the user is likely to
respond. It is a high-level description of how a system is organized and operates. It specifies
and describes:
 The major design metaphors and analogies employed in the design, if any:
 The concepts the system exposes to users, including the task-domain data – objects
users create and manipulate, their attributes, and the operations that cab be
performed in them.
 The relationships between these concepts.
 The mappings between the concepts and the task-domain the system is designed to
support.
 The mappings between the concepts and the task-domain the system is designed to
support.
It is vital to the success of the model that clear objectives are set before starting the
process. Poorly defined modelling objectives may lead to overly complex, inaccurate
models.
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Conceptual modelling is an iterative process and thus the model evolves and improves over
time.
Because it is the first step, conceptual design affects all of the following stages in the design
process. Decisions made in the conceptual design stage will determine the fundamentals
of the design project. Poor choices may lead to failed or subpar design solutions.
If the designers take the trouble to design and refine a conceptual model for products and
systems before they design it is more likely the end result will better fit the user
requirements.
Conceptual modelling tools, skills and contexts:
Conceptual models are mostly a way for designers to straighten out their thinking before
physically starting to design. By its nature, conceptual modelling tools and skills vary with
the design context.
Types of Models:
Designers will choose different types of concept models depending on the context and type
of communication desired. Concept models can be in different formats, each with different
purposes, materials, and communication goals.
Pencil sketches may be used to transform a mental conceptual model, laying out concepts,
attributes and relationships.
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Nonspecific, commercial software packages such as Microsoft Word and Microsoft
PowerPoint may be employed to make digital representations of conceptual models. The
skill level associated with these is low as most computer users are familiar with the workings
of the software. These packages are most probably only suitable for the most basic of
conceptual designs and as the systems become more complex, specific purpose built
software is more appropriate.
Advantages and disadvantages of concept models:
Advantages:
 Allow the client to provide input

 Designers can explore possibilities without the limitation of producing a working
prototype (i.e. lower cost and time)
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 Reduce development costs by reducing errors in the production
 Examine proof of concept to confirm that parts will fit together, components will
move, etc.
 Communicate the function of the design
 Communicate the aesthetics of the design
 Test materials or production methods
 Gather feedback from users, clients, and design team
 Can be used in user trials
Disadvantages:
 Simple concept models may leave out or miss important details

 May not represent the final product
 Materials in the model may not easily or accurately represent the materials used in
the final design
 Scaled models may not communicate proportions
 Durability of the concept model may not allow it to be used repeatedly (or at all) in
user trials
 Functionality – models are not always able to replicate in-service use

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UNIT 3.

A computer-aided design is the generation, creation, development and analysis of a design

Aim of the Design:

Concepts and principles:

Conceptual models are descriptions or representations of an idea or system. They

The role of conceptual modelling in design:

 The physicality of the design

Conceptual models should be simple and limited to the required functionality.

Conceptual modelling tools, skills and contexts:

Advantages and disadvantages of concept models:

 Allow the client to provide input

 Simple concept models may leave out or miss important details

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