Over years of practice, industrial designers have developed three steps that always lead to a design solution: inspiration, ideation, and implementation. Usually, the result is a product, but sometimes it is a demonstrator, a versatile concept, combining design, engineering, and art. However, designers usually are not aware of this notion. But if the result is different, how does it affect the design process? The analysis of the contextual inquiry study of two demonstrators shows that the transformation should happen during the ideation phase, where abstract concept becomes a story.
