Post by Tanvi Joshi

Close your eyes and think about your favourite app. Now think about how it makes you feel. Calm? Energised? Trusted? That feeling didn't happen by accident. It's because the designer defined the personality of the product Every great product has one, and my favourite part of the design process is getting to set it. This is what I call concept/design direction. It's one of those things that only really happens at the 0→1 stage, when the product is still a blank canvas and you need to set up the design direction A fintech app should feel secure, grounded, calm. Not because someone said "make it blue." But because every decision reflects that, the typography weight, the spacing, the color pallate, the motion, aesthetics, is rooted in a personality that was defined before any UI screen. So, I took a PPL session at Lollypop design studio with my UI teammates recently where I walked through my process of "How I ideate to set up a product concept" You have to connect the dots between: → Who the user is and what they feel right now → What the business is trying to achieve → The real problem being solved → Where the market is and where it isn't Only when those four things are in the room together does a concept start to mean something. Here I built the first version of a Concept Board Generator using Claude Code deployed in vercel. (Currently I am using to generate concept ideas for digital products) This works pretty simple. You type in your product idea. It generates two distinct concept directions, each with a name, a tagline, defining personality keywords, and a color palette. You pick one. You refine it. You start building. It won't replace the thinking. But it gives you a starting point to react to! This is the first version though, more refinements to come.