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Numerous models exist which outline the innovation process, that is, the stages located before the industrialization of a product, which we will call the upstream phases of design. Several of these models take the form of a funnel, wide on the left and thin on the right, to graphically represent a large number of ideas at the beginning and successive selection stages as concepts are developed. This is the case, for example, with the innovation funnel model or the innovation pipeline. Innovation opportunities are generated from the company’s strategy, prospective analyses, market studies, or the company’s existing or future know-how. Then, the ideas are refined, filtered, merged, to disappear or evolve into a more complete form, the concept. The concepts are then transformed and developed according to the feasibility constraints to be industrialized and then become marketable products.

Bouchard et al. (2006) have modeled product design in the context of work on innovation in the automotive sector. This approach concerns a process in which the designer’s creativity will potentially concern innovative uses or functions, but also esthetic choices. This innovation process is composed of three main successive steps: inspiration, generation and embodiment. Inspiration corresponds to the exploration process which consists of gathering data concerning the context of the future product in order to converge on first guidelines. This can take the form of a moodboard that will be used to inspire the designers during the following stages. The second step, generation, is a divergence phase during which the designer will create representations of the product through sketches. Finally, embodiment consists of converging, that is, selecting the best concepts, refining them until they are finally put into production.