The start of the design process in games is a very important stage and can affect the entire game when finished. There are various ways to begin the design process, such as using an existing IP. There is also a 'me too' element to design process, which sees game companies making similar products to successful companies. Not that there is anything inherently wrong with this, very good games have come out this way. Most new ideas come from mixing and matching existing ideas, there is nothing new under the sun after all.
Research and development is also important in game making. When an idea is formed it is important to research into this idea by searching for things similar to it and things related to it. You also need to think of the genre and feel of the game you are creating, are you making a horror game? Is it for adults or children? These are all things that need to be addressed early in the game making process.
When the idea and research has been all put together it is time to create concepts for the game. Most people think of art to give inspiration for certain scenes, but concepts can come in other forms as well. Basic cubed out levels, scripts for the story, sound prototypes, all of these help build the concept of the game and inspires the game makers.
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