Based on the ongoing AT-ONE project this paper will outline some of the main methodological and theoretical foundation for generating concepts for services seen from a design perspective. Through the use of a combination of the Vision-based approach (Lerdahl; 2001); the systems perspective and concept definitions (Keinonen & Takala; 2006) a service design concept definition is proposed. The main methods and approach from a design perspective regarding clustering (Tassoul & Buijs; 2006) and approach towards design are summarized to describe the overall approach towards conceptualization. The AT-ONE approach regarding the support tools for moving from ideas to concepts is reviewed. In the discussion the workshop results are compared with the Service Concept definition and ATONE workshops possibility to support the process of generating concepts. Furthermore the challenge of divergence in both process and content sets a challenge for process of clustering towards conceptualization. Together this points towards the limitation of the workshop setting being the ability to sets out directions for further conceptualization rather than actual concepts.