Iterative Process in Concept Design


 How to Iterate on a Level Blockout (Without Losing Your Mind) Iteration is the heart of great level design, but it can also be one of the most frustrating parts of the process if you don’t have a structure to guide you. When you're deep in a blockout, it’s easy to feel overwhelmed by feedback, second-guess your layout, or get stuck in a loop of endless changes.
 Here’s how I approach iteration to keep my head clear and the project moving forward:
 1. Set Clear Intentions Before You Build Before the first shape hits the grid, I define the goal of the space.
 Is it a combat arena? A narrative moment? A quiet place for exploration?
 This intention acts like a compass—every iteration decision is measured against it. If a change doesn’t support the core purpose of the area, it’s either reworked or cut.
 2. Feedback is Fuel, Not Fire It’s tempting to treat all feedback as immediate action items, but not all feedback is created equal.
 When I get notes, I do three things:
 • Group similar feedback
 • Separate opinion from objective issues
 • Ask “What’s the root problem?” Sometimes, what sounds like a request for a new layout is really about flow, pacing, or visibility. Identifying the why behind the feedback saves you from chasing your tail.
 3. Small Changes First, Big Changes Last I’ve learned to start iteration by tweaking flow and clarity within the existing structure before scrapping whole sections.
 You’d be surprised how far small shifts—like changing sightlines or moving cover—can go toward solving problems.
 Only when small changes can’t resolve the issue do I consider major reworks.
 4. Play, Test, Reflect—Then Tweak If you’re not playing your blockout regularly, you’re designing in the dark.
 After each iteration pass, I do a quick playthrough, often with a specific question in mind: “Does this feel too linear?” “Is the player seeing the objective when they need to?” “Can they identify a path forward without stopping to think?” Recording a play session or watching someone else play it blind can reveal blind spots instantly.
 5. Track Your Changes and Learn From Them I keep a running log of iteration changes and the reason for each. This not only helps me understand how a level evolved, but it also builds my library of design solutions I can refer back to on future projects.
 Final Thought:
 Iteration isn’t failure—it’s refinement. Every tweak is a step toward a better player experience. Build with intention, respond with clarity, and keep your goals visible. You’ll be amazed at how smooth the process becomes. If you’ve got your tips for surviving the iteration loop, I’d love to hear them. How do you keep your brain from melting during blockout changes?

Concept sketch → Final vector art ✏️ 🤯 I’ve always loved looking through other artists’ sketchbooks. Sometimes the rough sketches tell you more about an artist’s thought process than the final artwork ever could. Drawing has always felt like the easiest way to communicate ideas and work through thoughts visually. Over the years, I’ve realized the sketch is really just a bookmark for the idea. Sometimes it’s one-to-one with the final artwork. Other times it’s barely readable chicken scratch to everyone else. But it still holds enough information to understand the direction, energy, composition, and where to begin. So much of my vector work starts this way. Research. References. Rough sketches. Figuring out what works before committing to anything final.Working through ideas on paper removes the pressure of perfection. It’s faster to explore, easier to adjust, and helps define the direction before getting lost in details. Even the most detailed and textured illustrations come from simple beginnings. That complexity is planned — not accidental. It comes from understanding the structure first, then layering intention on top of it. By the time I move into Illustrator, the goal isn’t to figure the idea out anymore — it’s to refine it. Clean shapes. Strong composition. Thoughtful decisions that carry the idea all the way through. How much of your process is spent exploring the idea before execution? #Illustration #Sketching #DesignProcess #CreativeProcess #AdobeIllustrator

Aspiring level designers think they need to build a complete game to show their skills. Studios don't need to see complete games. They want proof that you understand level design fundamentals and can think clearly about player experience. Here's how to build a portfolio that proves you can think like a professional: 1. Recreate iconic spaces in greybox. Pick a memorable level from a game you admire and rebuild it from memory. Then compare it to the original. What did you remember? What did you miss? Document the differences. This immediately shows spatial reasoning and design awareness. 2. Redesign one space from a published game Take a single combat arena or puzzle room and identify its problems. Poor sightlines, unclear objectives, awkward pacing, whatever it might be. Now redesign it to solve those problems while maintaining the original's intent. Document your reasoning: "Original had poor sightlines here. I adjusted geometry to guide player attention toward the objective." Annotate it with design observations. "Lighting guides player left here." "Doorway framed by contrasting colors." "Safe zone after intense combat sequence." That explanation matters more than the layout itself. 3. Build a complete combat encounter Not a whole level. One encounter and simply greybox it. Playtest it 10 times with different people and iterate based on what actually happens. Document every change and why you made it. This shows you have a process: concept → prototype → playtest → iterate → polish. 4. Map Your Pacing Play through a level and document the emotional beats minute by minute. "0:00-2:00 - Quiet exploration, learning controls" "2:00-4:30 - First combat, low intensity" "4:30-5:00 - Safe zone, health pickup" Chart it visually - this shows you understand pacing, which most portfolios ignore. You need to prove you understand spatial design, player psychology, and iteration. That's what gets you interviews. One reason I’m confident about this is that I’ve reviewed over 1,500 level design portfolios since 2020, and these exact patterns show up consistently in the ones that get hired and lack in the ones that don’t. If you want guided iteration, live playtests, and mentorship to turn one strong blockout into a portfolio piece that clearly demonstrates your process, that’s exactly what we do in the Level Design Blockout Bootcamp. You can check the full curriculum here - https://lnkd.in/gz3aXAMZ 

If you use spreadsheets for prioritization, you should read these quotes about how something like Pugh matrices are used (or are supposed to be used) in practice. "An iterative process of culling down and adding to the set of concepts under consideration" "The goals of this activity are: (1) a ‘controlled convergence’ on a strong concept that has promise of out-competing the current market leader; and (2) a shared understanding of the reasons for the choice." "In practice, Pugh matrices are messy collages of drawings and notes. This is a reflection of the nature of early-stage design. The PuCC process is simple and coarse-grained. Observation of teams show the method is also flexible and heuristic." "It is important to note that there is no voting in Pugh’s method. Let us consider a situation in which several experts claim that a concept is better than the datum and others disagree. In Pugh’s method, a discussion proceeds in which the experts on both sides communicate their reasons for holding their views. In many cases, this resolves the issue because either: (1) facts are brought to light that some individual experts did not previously know, (2) a clarification is made about what a design concept actually entails, or (3) a clarification is made about what the criterion actually means. " "A matrix run can result in at least four kinds of decisions (not mutually exclusive) including decisions to: (1) eliminate certain weak concepts from consideration, (2) invest in further development of some concepts, (3) invest in information gathering, and (4) develop additional concepts based on what has been revealed through the matrix and the discussions it catalyzed. To follow up on these actions, the matrix should be run iteratively as part of a convergence process." "As the case study by Khan and Smith (1989) shows, the PuCC process includes decision making, but it cannot be sufficiently modeled only as decision making. The process also involves learning and creative synthesis and there is no clear line when these activities stop and decision making begins. https://lnkd.in/gtwkHdQN

Iteration drives design impact. Done well, the results of an iterative design approach far exceed the time used to “produce quality.”  In my years of leading design, there’s often a misplaced idea that iteration and fast are similar, and both get in the way of design quality. Iteration and fast are different. Both fast and iteration can build momentum but serve different purposes. Fast focuses on quick results to test ideas or meet deadlines, while iteration focuses on refining and improving ideas through repeated cycles. These can also be fast. Fast helps explore options quickly, while iteration ensures the final result is well-thought-out and effective. Together, they balance speed with quality. "Having time to do the work" is a misplaced idea when it comes to creating quality design because great design isn’t about unlimited time. It’s about structured iteration and rapid problem-solving OVER TIME. I get that many struggle to find enough time to iterate properly, but the issue isn’t about choosing between time or iteration, it’s about organizing the design sequences in the right order. Focusing too much on having time often causes delays and overthinking instead of action. Quality comes from experimenting, testing ideas, and refining them with user feedback, not from waiting for the "perfect" time to start or finish. I’ve found that showing improvement over cycles opens up more time to create value. Instead of seeking perfection from the start, iterating allows teams to learn, adapt, and improve. Designers create more impact and maintain momentum throughout the process by generating ideas quickly, testing them, and refining them based on feedback. Great design isn’t about the speed of execution. It’s the thoughtfulness that happens WITH the speed of user feedback. #productdesign #productdiscovery #userresearch #uxresearch

Sharing 6 months of learning how to level up in designing software in 30 seconds: Everyone knows you it takes 5 seconds to generate a vibecoded app now, that’s not new. The real value in design don’t from just generating that first draft (because it’s generally poubelle), the real value is from iterating on 10s if not 100s of variants to see the look & feel so you can make a much more informed design decision. You can't know which version is right until you've seen seven wrong ones. How I’ve progressed from a noob to collapse my design thinking time and get to the right product design in what feels like 30x faster speed: Lvl 1️⃣ . Napkin wireframe + Figma (super slow) Lvl 2️⃣ . Learning auto-layout and Figma components/token system (>3x faster than above) Lvl 3️⃣ . Importing all the design system rules into Claude Code, creating a story book system to prototype fast with all the design tokens as context (this is the BIGGEST unlock to rapid iteration prototyping) Lvl 4️⃣ . Using Shadcn, or other base UI libraries to fill out components in my story book, so that I can go create even more variants faster. (some designers would kill me here, but it's about speed to iterating) Lvl 5️⃣ . Using GSAP and Shader libraries to make the product come alive with animations and motion. Lvl 6️⃣ Using Wispr Flow + Claude Remote Control to go even faster. Lvl 7️⃣ Claude design -> MCP back to Figma to refine elements. Someone's probably figured out how to go even faster with higher quality, ping me if you've done so! Taste develops faster than ability. You know what good looks like before you can make it. The only way across that gap is volume. Make a lot of stuff. Most of it will be bad. That's the point. Rick Rubin doesn't ask artists to make great work. He asks them to make a lot of work. The great stuff surfaces from the volume. Iterate relentlessly.

A conceptual design process for a public space, specifically focusing on the evolution of a staircase into a more integrated and user-friendly environment. The image is divided into four sections (A, B, C, D) showing different stages of development. Interpretation of Each Section: A (Stairs): This section shows a basic, unadorned staircase. It serves as the starting point for the design concept. B (Movement): This section introduces the concept of movement and user interaction. The dotted lines with arrows represent people walking up and down the staircase, suggesting potential flow and circulation patterns. C (Directionality): This section focuses on the directionality and flow within the space. The arrows indicate the movement of people in different directions, suggesting the creation of designated pathways or zones. The green areas likely represent planting or other landscape elements. D (Integration): This section shows the most developed stage, integrating greenery and human interaction. The stylized trees create a more natural and inviting environment, while the stick figures illustrate people using the space for various activities. Overall Purpose and Message: The image aims to visually communicate the conceptual design process for transforming a simple staircase into a more dynamic and engaging public space. It highlights the importance of considering movement, flow, and integration of greenery in creating user-friendly environments. #urbandesign #architecture #publicdesign #construction #remodeling

I find truly incredible how AI has transformed concept design from linear to dynamic, making it faster, more flexible and accessible. AI isn’t the designer, it’s the collaborator. Concept design is about translating ideas into form and function, and AI’s role is to amplify that process. With AI I have expanded my creative exploration. I am able to explore variations I wouldn't have considered which in turn generates new and unexpected ideas. AI speeds up iteration, what once took hours can now be visualised in minutes, and this helps refine ideas faster. It has also sharpen precision. When you use AI with intention and a clear strategy, fine-tuning prompts and parameters, you can create visual stories that align closely with your vision. One of the most powerful techniques in AI-driven concept design is Prompt Sequencing. Instead of relying on a single, all-in-one prompt to generate a final output, you use a sequence of prompts to develop, refine, and finalize your concept step by step. Here's how I do it: Step 1: Core concept generation Start with a simple, broad prompt that focuses on the core theme or feeling you want. Step 2: Focus on details Add layers of specificity to shape the environment or character. Step 3: Composition and style refinement Specify angles, colour palettes, and textures to align with your storytelling goals. When you sequence prompts like this, you move from ideation to refinement with control. Instead of hoping one mega-prompt gets it right, you’re directing the evolution of the design, much like a traditional concept designer refining sketches layer by layer. Give it a try. #HumanDriveAI #HDAI

💡Triple Diamond Design Process The "Triple Diamond" process is a process that builds upon the widely known Double Diamond design process. While the Double Diamond focuses on two main phases—problem definition and solution design—the Triple Diamond adds a third phase to add depth and breadth to the design methodology.  This variant of a triple diamond process, crafted by Ted Goas (https://lnkd.in/eJFCR8rF), adds a third diamond for iterative development. It emphasizes iterative cycles, prioritization of user needs, and continuous refinement of the solution throughout the product lifecycle. Quick overview of the 5 key phases of this process: 1️⃣ Discovery (What’s our problem?) This phase focuses on identifying the problem to solve. Goal: Understanding customer pain points & narrowing down insights into actionable focus areas. Activities: ✔ Customer empathy budding: Researching user needs. ✔ Market research: Analyzing market trends. ✔ Competitive analysis: Assessing competition. ✔ Insights prioritization: Organizing findings for strategic focus. ✔ Building product strategy: Setting goals for the product. 2️⃣ Definition (What’s our solution?) This phase focuses on solution ideation & validation. Goal: Generate multiple ideas, structure them and validate the most promising ideas Activities: ✔ Ideation: Brainstorming and generating ideas. ✔ Drafting experience workflow: Mapping out how users will interact with the solution. ✔ Wireframeing: Visualizing the solution. ✔ Initial prototyping: Creating early product models for testing. 3️⃣ Development (Let’s build our solution) This phase is about building, iterating, and refining the product. Goal: Breaking down features and iterating to reduce risks. Activities: ✔ Feature breakdown: Breaking the solution into smaller deliverable tasks. ✔ Iterative build cycle: Continuously building and improving the product. ✔ Collecting research insights: Using feedback to refine features. 4️⃣ Distribution (Initial customer feedback) Focuses on testing the product with users and preparing for the final release. Phases: ✔ Internal release: Early internal testing (alpha and beta testing) ✔ Early access program: Collecting feedback from early adopters. ✔ General (Public) release: Launching the product publicly. 5️⃣ Retro (What did we learn?) Post-release reflection phase to gather insights for future iterations. Using insights collected from feedback, metrics, and retrospective discussions to refine the product. 📕 A Comprehensive guide to product design process https://lnkd.in/eyh4YGy6 #design #designprocess #ux #uxdesign #productdesign #uidesign #ui