This document summarizes a workshop about developing effective design briefs. It discusses what a design brief is, who writes it, who needs it, and how to structure it. The workshop involves teams immersing themselves in a client's needs, developing insights, and using the information gathered to write a design brief to guide their work. The brief should capture the creative vision, problems to address, and desired outcomes for both customers and the client.

1. insight to
design
developing the
design brief
#UCD2014

2. rob
experience
design director
foolproof
tim
principal
designer
foolproof

3. workshop
we'll talk about design briefs
we’ll do some activities
we’ll make lots of mistakes
we’ll all have some fun
hopefully.

4. design brief
it’s a thing
it’s a creative hook
it’s the bridge between what
we’ve done and what we’ll do
it’s about outcomes
definitely.

5. necessary venn
INSIGHT brief design

6. design brief
it’s the behaviours to change
to improve the experience
it’s the behaviours to change
to differentiate the brand
it’s tactical and strategic
probably.

7. design brief
it’s the vision for what
change means
it’s the articulation of the
win/win
in a nutshell.

8. who writes it?
not sure. but probably…
strategy lead
design lead
experience planner
as a collaborative effort

9. who needs it?
Design team, like, definitely
Experience planner, duh
The client. maybe
Client services. probably
in fact, everyone should read
it to know the purpose of it

10. activity
teams of 4+
1 of you is the client
1 of you is the consultant
1 of you is the strategy lead
you’re all designers
get yourself assigned

11. client brief
client, please read us your
brief, we’re so excited
discussion points:
what more information do we
need to understand the brief?
how might we find out more?

12. immersion
how to understand business
goals and opportunities?
- stakeholder interview
- extant research
- analytics and MI
- competitive review
- ideation workshop

13. immersion
=
clarity
on
business needs

14. exploration
how to understand the
customer experience?
- customer journey mapping
- depth interviews
- painpoint analysis
- context of use
- design workshop

15. exploration
=
clarity
on
customer needs

16. insight report
consultant, please read us
your report, we’re so engaged
discussion points:
what can we take from this?
where are the opportunities?
what are the behaviours we can
change?

17. Strategy
how to think about creating
a vision for business change?
- experience vision
- design principles
- strategic roadmap
and much, much more.

18. strategy
=
clarity
on
direction

19. vision & principles
strategy lead, please read us
your thing, we’re so whatever
discussion points:
what do we think of these?
are things beginning to get
clearer?
do we have design direction?

20. what we have
we should have all the
evidence we need to articulate
the win/win
it is the culmination of
everything we’ve done so far
this is the basis of the design
brief

21. what we have
stuff what we’ve got:
client brief
business case
(from immersion)
customer experience
(from exploration)
Strategic direction

22. focus for brief
description of the outcomes
The creative hook
behaviours to change to improve
the customer experience
(tactical)
behaviours to change to
differentiate the client or brand
(strategic)

23. brief framework
Start with the creative hook -
the ‘epiphany’
Provide a synopsis
provide the problem statement
- What’s the challenge
- What the approach
State ’we will do activity x,
because evidence y’

24. brief framework
explain the outcome for
customer and brand
but be careful:
this is a brief to encourage creative
ideas, not an explanation of a
solution
it is something that we all refer to

25. the design brief
design team, based on the
evidence we've gathered, use
the framework to write your
own design brief.
remember, you you have to
deliver designs based on the
brief.

26. thankyou
@robvarney
@timcaynes
@foolproof_ux
#UCD2014