This paper is dealing with the problem of steering the conceptual design by value. Indeed, the preliminary phase of the design process, which generates the innovative concepts that will be developed in detail, already defines broadly the created value of an innovation project. Contrarily to the detailed design that consists in design solutions refinement for well defined performances increase, the conceptual design is characterized by the fact that the design objects, like the design problems, the design concepts and knowledge, are not frozen, known or precised, and have to be defined progressively in a value creation way for customers and stakeholders. Since there are few works on this issue, we try then to suggest a conceptual design process based on the capture and evaluation of the generated intermediate objects for the maximization of the created value of this phase, and so of an innovative project. A descriptive model, a value model and a prescriptive production model of the intermediate objects are thus built and explained.

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