This work presents a vision-oriented methodology for the early stages of the design process. It is divided into two stages: a vision-based and a specification-based stage. The vision-based stage has focus on user experience and applies visions, rather than specifications, as guidelines in the early phases of the concept development. Essential to the methodology is a vision-based model with four levels of abstraction: the spiritual, the contextual, the principal and the material levels. The methodology also integrates the physical arrangement of space and the use of scenario play, storytelling and mental visualisation exercises. It emphasises the extensive use of associative images and qualitative keywords. Furthermore, it proposes the use of events, such as con­ceptual workshops and milestones, during the development process. Based on interviews and cases, it is concluded that the methodology can help to improve creative collaboration in design teams, especially for projects that have a conceptual orientation and a focus on user experience. It helps to avoid initial mental fixation and seems to be more motivating and engaging than traditional methodology.