Undergraduate Degree



DR2000 Conceptual Design

[Studio Contact Hours: 39 hours; Pre-requisites: NIL; Academic Unit: 3.0]




Academic Unit


3 AU

Course Description


Learning Objective

To introduces students through practice-based learning to the importance of placing products within a larger social context. To begin to develop in students the beginnings of a personal outlook within the practice of product design.


This course focuses on connecting the worlds of objects, experiences and meanings. It introduces the student to the importance of placing a ‘new’ product into a context that is driven not just by its form and function but also the behaviour, status, beliefs and culture of its user. This course looks not only at issues of hardware but also at user-centric values like interaction with body (personal), society (event/service) and the environment. Teaching in this fast-paced studio course is by lecture, presentations, projects and assignments.

Course Outline




• Intro to course

2 - 6

• Sharing personal experience

• Visualization of Experience – as a 2d surface\artwork 

• Critique and project presentation

• Defining the third dimension, objects and meaning. Experiencing 3D object

• Visualizing experience as 3D form, creating scenarios

• Creating 3d virtual model


• Mid Sem review of assignments

8 - 12

• Mock-up model 

• Understanding community response with the new 3D object and documenting through video, final presentation and critique


• Final review of assignments

Learning Outcome

The students will have a familiarity with the broad principles of concept design. The students will have an overview of the place that the user has in the broad scope of product design.

Student Assessment

  1. Final Assessment​: 30%

  2. Continuous Assessment: 70% (of which at least 15% is participation)

Continuous assessment components may include:

  • Studio-based exercises and projects

  • Individual, group and team-based assignments


  1. Keith Critchlow, Order in Space, Thames and Hudson

  2. J Hambridge, The Elements of Dynamic Symmetry, Dover New York

  3. Heinrich Zimmer, Myths and Symbols in Indian Art and Civilisation, Princeton University Press