SlideShare a Scribd company logo

Insight to Design: Developing the Design Brief. Workshop for UCDUK 2014

Slides from the design brief workshop presented at the UCD UK conference October 2014. Many more words here than normal. It even begins to make sense at some points. From the UCDUK 2014 site: Evidence-based creativity is the foundation of experience design, but how is it possible to consistently articulate design outcomes, based on the insights from research? For any given design challenge, how do we describe what behaviours we need change to improve the experience? How do we define and measure the progression from complexity to simplexity? What is the point of a creative brief? This workshop session will look at approaches to developing a creative brief that helps designers, researchers, planners, stakeholders and clients to understand the tactical execution and strategic vision for change. Based on the development of the creative brief format at a large experience design agency, we will look at the structure and content of the brief to understand how the brief evolves and how it bridges the gap between insight and design, to provide the clearest articulation of the design requirement.

1 of 26
Download to read offline
insight to 
design 
developing the 
design brief 
#UCD2014
rob 
experience 
design director 
foolproof 
tim 
principal 
designer 
foolproof
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.
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.
necessary venn 
INSIGHT brief design
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.

Recommended

HSC Design and Technology. The design brief
HSC Design and Technology. The design briefHSC Design and Technology. The design brief
HSC Design and Technology. The design briefpezhappy99
 
Design Brief to Design - Introduction
Design Brief to Design - IntroductionDesign Brief to Design - Introduction
Design Brief to Design - IntroductionVirtu Institute
 
Design brief
Design briefDesign brief
Design briefISM
 
Design brief samples
Design brief samplesDesign brief samples
Design brief samplesDavid Hassett
 
Design Brief for Engineering Design Process
Design Brief for Engineering Design ProcessDesign Brief for Engineering Design Process
Design Brief for Engineering Design Processhairul anuar abdullah
 
Unboxing our in-house design culture
Unboxing our in-house design cultureUnboxing our in-house design culture
Unboxing our in-house design cultureJuho Paasonen
 
Service Design Days 2016 - Masterclass Erik Roscam Abbing
Service Design Days 2016 - Masterclass Erik Roscam AbbingService Design Days 2016 - Masterclass Erik Roscam Abbing
Service Design Days 2016 - Masterclass Erik Roscam AbbingSERVICE DESIGN DAYS
 

More Related Content

What's hot

BAWI2017 are you designers a design thinking workshop - Maurizio Garofalo
BAWI2017 are you designers a design thinking workshop - Maurizio GarofaloBAWI2017 are you designers a design thinking workshop - Maurizio Garofalo
BAWI2017 are you designers a design thinking workshop - Maurizio GarofaloIIBA-IT
 
zilver on the brand/design interface
zilver on the brand/design interfacezilver on the brand/design interface
zilver on the brand/design interfaceErik Roscam Abbing
 
FRE_Design Process Infographic_V3
FRE_Design Process Infographic_V3FRE_Design Process Infographic_V3
FRE_Design Process Infographic_V3Louise Formosa
 
Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]Jonathan Lupo
 
Presentation Creative Presicion
Presentation Creative PresicionPresentation Creative Presicion
Presentation Creative Presicionbettinalogge
 
ICI_P2_MAGAZINE
ICI_P2_MAGAZINEICI_P2_MAGAZINE
ICI_P2_MAGAZINEMao Hua
 
Portfolio Single compressed
Portfolio Single compressedPortfolio Single compressed
Portfolio Single compressedSibin K Sam
 
Irn bru pro forma
Irn bru pro formaIrn bru pro forma
Irn bru pro formaoli wright
 
Why hire a design professional?
Why hire a design professional?Why hire a design professional?
Why hire a design professional?kirakeerah
 
UXcamp Europe 2016 workshop
UXcamp Europe 2016 workshopUXcamp Europe 2016 workshop
UXcamp Europe 2016 workshopIryna Nezhynska
 
Taking Products to Market
Taking Products to MarketTaking Products to Market
Taking Products to MarketJane Lambert
 
What Is Graphic Design
What Is Graphic DesignWhat Is Graphic Design
What Is Graphic Designdoctorhuey
 
Role of design in business innovation
Role of design in business innovationRole of design in business innovation
Role of design in business innovationTim Selders
 
10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a DesignerCTRServices
 
Design process 2015
Design process 2015Design process 2015
Design process 2015xavierej
 
BAWI2017 car design thinking in the digital era - Michael Robinson
BAWI2017 car design thinking in the digital era - Michael RobinsonBAWI2017 car design thinking in the digital era - Michael Robinson
BAWI2017 car design thinking in the digital era - Michael RobinsonIIBA-IT
 
Brand driven innovation, why culture is key for breakthrough innovations
Brand driven innovation, why culture is key for breakthrough innovationsBrand driven innovation, why culture is key for breakthrough innovations
Brand driven innovation, why culture is key for breakthrough innovationsErik Roscam Abbing
 

What's hot (20)

Designer professions
Designer professionsDesigner professions
Designer professions
 
BAWI2017 are you designers a design thinking workshop - Maurizio Garofalo
BAWI2017 are you designers a design thinking workshop - Maurizio GarofaloBAWI2017 are you designers a design thinking workshop - Maurizio Garofalo
BAWI2017 are you designers a design thinking workshop - Maurizio Garofalo
 
zilver on the brand/design interface
zilver on the brand/design interfacezilver on the brand/design interface
zilver on the brand/design interface
 
FRE_Design Process Infographic_V3
FRE_Design Process Infographic_V3FRE_Design Process Infographic_V3
FRE_Design Process Infographic_V3
 
Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]Am I Ready to Design? [INFOGRAPHIC]
Am I Ready to Design? [INFOGRAPHIC]
 
Presentation Creative Presicion
Presentation Creative PresicionPresentation Creative Presicion
Presentation Creative Presicion
 
ICI_P2_MAGAZINE
ICI_P2_MAGAZINEICI_P2_MAGAZINE
ICI_P2_MAGAZINE
 
Portfolio Single compressed
Portfolio Single compressedPortfolio Single compressed
Portfolio Single compressed
 
Irn bru pro forma
Irn bru pro formaIrn bru pro forma
Irn bru pro forma
 
Why hire a design professional?
Why hire a design professional?Why hire a design professional?
Why hire a design professional?
 
UXcamp Europe 2016 workshop
UXcamp Europe 2016 workshopUXcamp Europe 2016 workshop
UXcamp Europe 2016 workshop
 
Taking Products to Market
Taking Products to MarketTaking Products to Market
Taking Products to Market
 
Design Process 2015
Design Process 2015Design Process 2015
Design Process 2015
 
What Is Graphic Design
What Is Graphic DesignWhat Is Graphic Design
What Is Graphic Design
 
Role of design in business innovation
Role of design in business innovationRole of design in business innovation
Role of design in business innovation
 
10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer10 Step Guide to Hiring a Designer
10 Step Guide to Hiring a Designer
 
Zilver Design & Change
Zilver Design & ChangeZilver Design & Change
Zilver Design & Change
 
Design process 2015
Design process 2015Design process 2015
Design process 2015
 
BAWI2017 car design thinking in the digital era - Michael Robinson
BAWI2017 car design thinking in the digital era - Michael RobinsonBAWI2017 car design thinking in the digital era - Michael Robinson
BAWI2017 car design thinking in the digital era - Michael Robinson
 
Brand driven innovation, why culture is key for breakthrough innovations
Brand driven innovation, why culture is key for breakthrough innovationsBrand driven innovation, why culture is key for breakthrough innovations
Brand driven innovation, why culture is key for breakthrough innovations
 

Viewers also liked

Examples of Design Briefs
Examples of Design BriefsExamples of Design Briefs
Examples of Design BriefsR. Sosa
 
Task 6 products and evaluations
Task 6 products and evaluationsTask 6 products and evaluations
Task 6 products and evaluationsMel Storey
 
How Effective Is Your Advert? - George Tsakraklides
How Effective Is Your Advert? - George TsakraklidesHow Effective Is Your Advert? - George Tsakraklides
How Effective Is Your Advert? - George TsakraklidesGeorge Tsakraklides
 
Intelligent Guides: Architecting systems for context-driven interactions
Intelligent Guides: Architecting systems for context-driven interactionsIntelligent Guides: Architecting systems for context-driven interactions
Intelligent Guides: Architecting systems for context-driven interactionsTim Caynes
 
Green Team Brief B Solution
Green Team Brief B SolutionGreen Team Brief B Solution
Green Team Brief B SolutionDigiday
 
Understanding Your Traffic Sources
Understanding Your Traffic Sources Understanding Your Traffic Sources
Understanding Your Traffic Sources Chartbeat
 
Orange Team Brief A Solution
Orange Team Brief A SolutionOrange Team Brief A Solution
Orange Team Brief A SolutionDigiday
 
Writing a great design brief
Writing a great design briefWriting a great design brief
Writing a great design briefCarol Feeley
 
Advertising Research & The Creative Brief
Advertising Research & The Creative BriefAdvertising Research & The Creative Brief
Advertising Research & The Creative BriefHunter Territo
 
Writing a Design Brief
Writing a Design BriefWriting a Design Brief
Writing a Design Brieferikbohemia
 
How much data is generated every minute?
How much data is generated every minute? How much data is generated every minute?
How much data is generated every minute? Domo
 
How will we buy wine in 2030?
How will we buy wine in 2030?How will we buy wine in 2030?
How will we buy wine in 2030?André Ribeirinho
 
Marvel Case Presentation
Marvel Case PresentationMarvel Case Presentation
Marvel Case PresentationChetan Dua
 
Forrester Report: The Total Economic Impact of Domo
Forrester Report: The Total Economic Impact of DomoForrester Report: The Total Economic Impact of Domo
Forrester Report: The Total Economic Impact of DomoDomo
 
Making Slides that Rock and Resonate
Making Slides that Rock and ResonateMaking Slides that Rock and Resonate
Making Slides that Rock and ResonateBrian Sullivan
 
Intelligent Guides: Architecting Systems for Context-driven Interactions
Intelligent Guides: Architecting Systems for Context-driven InteractionsIntelligent Guides: Architecting Systems for Context-driven Interactions
Intelligent Guides: Architecting Systems for Context-driven InteractionsTim Caynes
 

Viewers also liked (20)

Examples of Design Briefs
Examples of Design BriefsExamples of Design Briefs
Examples of Design Briefs
 
Task 6 products and evaluations
Task 6 products and evaluationsTask 6 products and evaluations
Task 6 products and evaluations
 
How Effective Is Your Advert? - George Tsakraklides
How Effective Is Your Advert? - George TsakraklidesHow Effective Is Your Advert? - George Tsakraklides
How Effective Is Your Advert? - George Tsakraklides
 
Intelligent Guides: Architecting systems for context-driven interactions
Intelligent Guides: Architecting systems for context-driven interactionsIntelligent Guides: Architecting systems for context-driven interactions
Intelligent Guides: Architecting systems for context-driven interactions
 
Green Team Brief B Solution
Green Team Brief B SolutionGreen Team Brief B Solution
Green Team Brief B Solution
 
Understanding Your Traffic Sources
Understanding Your Traffic Sources Understanding Your Traffic Sources
Understanding Your Traffic Sources
 
Orange Team Brief A Solution
Orange Team Brief A SolutionOrange Team Brief A Solution
Orange Team Brief A Solution
 
The Design Brief
The Design BriefThe Design Brief
The Design Brief
 
Lo4 pitch
Lo4  pitchLo4  pitch
Lo4 pitch
 
IIT Academy: Scrum 103
IIT Academy: Scrum 103IIT Academy: Scrum 103
IIT Academy: Scrum 103
 
Writing a great design brief
Writing a great design briefWriting a great design brief
Writing a great design brief
 
Advertising Research & The Creative Brief
Advertising Research & The Creative BriefAdvertising Research & The Creative Brief
Advertising Research & The Creative Brief
 
Writing a Design Brief
Writing a Design BriefWriting a Design Brief
Writing a Design Brief
 
How much data is generated every minute?
How much data is generated every minute? How much data is generated every minute?
How much data is generated every minute?
 
How will we buy wine in 2030?
How will we buy wine in 2030?How will we buy wine in 2030?
How will we buy wine in 2030?
 
Marvel Case Presentation
Marvel Case PresentationMarvel Case Presentation
Marvel Case Presentation
 
Forrester Report: The Total Economic Impact of Domo
Forrester Report: The Total Economic Impact of DomoForrester Report: The Total Economic Impact of Domo
Forrester Report: The Total Economic Impact of Domo
 
Making Slides that Rock and Resonate
Making Slides that Rock and ResonateMaking Slides that Rock and Resonate
Making Slides that Rock and Resonate
 
Intelligent Guides: Architecting Systems for Context-driven Interactions
Intelligent Guides: Architecting Systems for Context-driven InteractionsIntelligent Guides: Architecting Systems for Context-driven Interactions
Intelligent Guides: Architecting Systems for Context-driven Interactions
 
Creative brief
Creative briefCreative brief
Creative brief
 

Similar to Insight to Design: Developing the Design Brief. Workshop for UCDUK 2014

Back to basics: Creative brief workshop
Back to basics: Creative brief workshopBack to basics: Creative brief workshop
Back to basics: Creative brief workshopBecky McOwen-Banks
 
Design Studio: The User Experience Practitioner’s Secret Weapon
Design Studio: The User Experience Practitioner’s Secret WeaponDesign Studio: The User Experience Practitioner’s Secret Weapon
Design Studio: The User Experience Practitioner’s Secret WeaponBrilliant Experience
 
The Burns Unit tlc eBrochure 2020
The Burns Unit tlc eBrochure 2020The Burns Unit tlc eBrochure 2020
The Burns Unit tlc eBrochure 2020The Burns Unit tlc
 
Julie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleJulie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleTechsylvania
 
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENTJakub Lebuda
 
Roadmapping the Product Roadmap (ProductCamp Boston 2016)
Roadmapping the Product Roadmap (ProductCamp Boston 2016)Roadmapping the Product Roadmap (ProductCamp Boston 2016)
Roadmapping the Product Roadmap (ProductCamp Boston 2016)ProductCamp Boston
 
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)Kunal Ghosh
 
PM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused TeamsPM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused TeamsProduct School
 
How to Get to Know Your Users by Google's former Product Manager
How to Get to Know Your Users by Google's former Product ManagerHow to Get to Know Your Users by Google's former Product Manager
How to Get to Know Your Users by Google's former Product ManagerProduct School
 
CEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopCEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopSAP Customer Experience
 
Crafting digital experiences with agile and design by James Hayes
Crafting digital experiences with agile and design by James HayesCrafting digital experiences with agile and design by James Hayes
Crafting digital experiences with agile and design by James HayesScrum Australia Pty Ltd
 
Present_To_Win_2015
Present_To_Win_2015Present_To_Win_2015
Present_To_Win_2015Ben McDonald
 
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health Insurance
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBoston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health Insurance
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBecky Minervino
 
DMI Views - Bridging The Designer/Client Relationship
DMI Views - Bridging The Designer/Client RelationshipDMI Views - Bridging The Designer/Client Relationship
DMI Views - Bridging The Designer/Client RelationshipMLD/ Mel Lim Design
 
DMI Views: Bridging the designer/client relationship—It's not them. It's us.
DMI Views: Bridging the designer/client relationship—It's not them. It's us. DMI Views: Bridging the designer/client relationship—It's not them. It's us.
DMI Views: Bridging the designer/client relationship—It's not them. It's us. MLD/Mel Lim Design
 
Creative Geek Branding deck
Creative Geek Branding deckCreative Geek Branding deck
Creative Geek Branding deckTamanna41
 

Similar to Insight to Design: Developing the Design Brief. Workshop for UCDUK 2014 (20)

Pitch Deck Workshop
Pitch Deck WorkshopPitch Deck Workshop
Pitch Deck Workshop
 
Back to basics: Creative brief workshop
Back to basics: Creative brief workshopBack to basics: Creative brief workshop
Back to basics: Creative brief workshop
 
Design Studio: The User Experience Practitioner’s Secret Weapon
Design Studio: The User Experience Practitioner’s Secret WeaponDesign Studio: The User Experience Practitioner’s Secret Weapon
Design Studio: The User Experience Practitioner’s Secret Weapon
 
Aprpowerpoint
AprpowerpointAprpowerpoint
Aprpowerpoint
 
Point of Views to HMW
Point of Views to HMWPoint of Views to HMW
Point of Views to HMW
 
The Burns Unit tlc eBrochure 2020
The Burns Unit tlc eBrochure 2020The Burns Unit tlc eBrochure 2020
The Burns Unit tlc eBrochure 2020
 
Julie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scaleJulie Xu (Carta) - Designing a product experience vision at scale
Julie Xu (Carta) - Designing a product experience vision at scale
 
Make_Strategy_Work
Make_Strategy_WorkMake_Strategy_Work
Make_Strategy_Work
 
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT
8 rzeczy, które warto wziąć pod uwagę projektując process lead MANAGEMENT
 
Roadmapping the Product Roadmap (ProductCamp Boston 2016)
Roadmapping the Product Roadmap (ProductCamp Boston 2016)Roadmapping the Product Roadmap (ProductCamp Boston 2016)
Roadmapping the Product Roadmap (ProductCamp Boston 2016)
 
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
The what's what of Creative Briefing (Session for Clique: 5th Mar, Dubai)
 
PM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused TeamsPM Skills & Toolkit for Driving Customer-Focused Teams
PM Skills & Toolkit for Driving Customer-Focused Teams
 
How to Get to Know Your Users by Google's former Product Manager
How to Get to Know Your Users by Google's former Product ManagerHow to Get to Know Your Users by Google's former Product Manager
How to Get to Know Your Users by Google's former Product Manager
 
CEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking WorkshopCEM Asia Summit: Design Thinking Workshop
CEM Asia Summit: Design Thinking Workshop
 
Crafting digital experiences with agile and design by James Hayes
Crafting digital experiences with agile and design by James HayesCrafting digital experiences with agile and design by James Hayes
Crafting digital experiences with agile and design by James Hayes
 
Present_To_Win_2015
Present_To_Win_2015Present_To_Win_2015
Present_To_Win_2015
 
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health Insurance
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health InsuranceBoston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health Insurance
Boston UXPA 2016 | What’s Worse: A Root Canal or Selecting Health Insurance
 
DMI Views - Bridging The Designer/Client Relationship
DMI Views - Bridging The Designer/Client RelationshipDMI Views - Bridging The Designer/Client Relationship
DMI Views - Bridging The Designer/Client Relationship
 
DMI Views: Bridging the designer/client relationship—It's not them. It's us.
DMI Views: Bridging the designer/client relationship—It's not them. It's us. DMI Views: Bridging the designer/client relationship—It's not them. It's us.
DMI Views: Bridging the designer/client relationship—It's not them. It's us.
 
Creative Geek Branding deck
Creative Geek Branding deckCreative Geek Branding deck
Creative Geek Branding deck
 

More from Tim Caynes

Architecting a Sustainable Experience Design Team for Long-Term Growth
Architecting a Sustainable Experience Design Team for Long-Term GrowthArchitecting a Sustainable Experience Design Team for Long-Term Growth
Architecting a Sustainable Experience Design Team for Long-Term GrowthTim Caynes
 
UEA Creative Edge Conference: Working With Words
UEA Creative Edge Conference: Working With WordsUEA Creative Edge Conference: Working With Words
UEA Creative Edge Conference: Working With WordsTim Caynes
 
How I overcame the fear of being an artist - Dare Conf 2013
How I overcame the fear of being an artist - Dare Conf 2013How I overcame the fear of being an artist - Dare Conf 2013
How I overcame the fear of being an artist - Dare Conf 2013Tim Caynes
 
Mobile design and the death of narrative
Mobile design and the death of narrativeMobile design and the death of narrative
Mobile design and the death of narrativeTim Caynes
 
Cognitive Disentropy Theory - A grid for UX thinking
Cognitive Disentropy Theory - A grid for UX thinkingCognitive Disentropy Theory - A grid for UX thinking
Cognitive Disentropy Theory - A grid for UX thinkingTim Caynes
 
Designing the mobile wallet - A case study
Designing the mobile wallet - A case studyDesigning the mobile wallet - A case study
Designing the mobile wallet - A case studyTim Caynes
 
My Face, My Bike - Ignite London Nov 2011
My Face, My Bike - Ignite London Nov 2011My Face, My Bike - Ignite London Nov 2011
My Face, My Bike - Ignite London Nov 2011Tim Caynes
 

More from Tim Caynes (7)

Architecting a Sustainable Experience Design Team for Long-Term Growth
Architecting a Sustainable Experience Design Team for Long-Term GrowthArchitecting a Sustainable Experience Design Team for Long-Term Growth
Architecting a Sustainable Experience Design Team for Long-Term Growth
 
UEA Creative Edge Conference: Working With Words
UEA Creative Edge Conference: Working With WordsUEA Creative Edge Conference: Working With Words
UEA Creative Edge Conference: Working With Words
 
How I overcame the fear of being an artist - Dare Conf 2013
How I overcame the fear of being an artist - Dare Conf 2013How I overcame the fear of being an artist - Dare Conf 2013
How I overcame the fear of being an artist - Dare Conf 2013
 
Mobile design and the death of narrative
Mobile design and the death of narrativeMobile design and the death of narrative
Mobile design and the death of narrative
 
Cognitive Disentropy Theory - A grid for UX thinking
Cognitive Disentropy Theory - A grid for UX thinkingCognitive Disentropy Theory - A grid for UX thinking
Cognitive Disentropy Theory - A grid for UX thinking
 
Designing the mobile wallet - A case study
Designing the mobile wallet - A case studyDesigning the mobile wallet - A case study
Designing the mobile wallet - A case study
 
My Face, My Bike - Ignite London Nov 2011
My Face, My Bike - Ignite London Nov 2011My Face, My Bike - Ignite London Nov 2011
My Face, My Bike - Ignite London Nov 2011
 

Recently uploaded

Communicative Grammar English .pnnnnkkptx
Communicative Grammar English .pnnnnkkptxCommunicative Grammar English .pnnnnkkptx
Communicative Grammar English .pnnnnkkptxRawalRafiqLeghari
 
Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfLizShek
 
Friendship Hospital _ Case Study-MaHi.pptx
Friendship Hospital _ Case Study-MaHi.pptxFriendship Hospital _ Case Study-MaHi.pptx
Friendship Hospital _ Case Study-MaHi.pptxTafshirul Alam
 
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.ppt
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.pptsustainable-interior-design-strategy-with-case-study_TANIA-BERA.ppt
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.pptAr. TANIA BERA
 
acervus process book no cover--character
acervus process book no cover--characteracervus process book no cover--character
acervus process book no cover--characterschell
 
Ordering Principles in Architecture-MaHi.pptx
Ordering Principles in Architecture-MaHi.pptxOrdering Principles in Architecture-MaHi.pptx
Ordering Principles in Architecture-MaHi.pptxTafshirul Alam
 
Hill Area development- Issues and Options
Hill Area development- Issues and OptionsHill Area development- Issues and Options
Hill Area development- Issues and OptionsJIT KUMAR GUPTA
 
MidJourney: How to Prompt on Midjourney and Other AI Tools for Creatives
MidJourney: How to Prompt on Midjourney and Other AI Tools for CreativesMidJourney: How to Prompt on Midjourney and Other AI Tools for Creatives
MidJourney: How to Prompt on Midjourney and Other AI Tools for CreativesSaurav Srivastava
 
Mother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfMother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfLizShek
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfLizShek
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revampvidya934261
 
HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfLizShek
 
urban design case study of old city Jodhpur
urban design case study of  old city Jodhpururban design case study of  old city Jodhpur
urban design case study of old city JodhpurSreyaseeNath1
 
VSST103 - Digital Portfolio.pdf character
VSST103 - Digital Portfolio.pdf characterVSST103 - Digital Portfolio.pdf character
VSST103 - Digital Portfolio.pdf characterschell
 
Passing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfPassing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfLizShek
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfLizShek
 
Studio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRStudio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRSurfaced - Designs By Meera Narula
 
Task Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfTask Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfUla Academics
 

Recently uploaded (20)

Communicative Grammar English .pnnnnkkptx
Communicative Grammar English .pnnnnkkptxCommunicative Grammar English .pnnnnkkptx
Communicative Grammar English .pnnnnkkptx
 
Amadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdfAmadeus Hang and Cable Layouts UNCSA.pdf
Amadeus Hang and Cable Layouts UNCSA.pdf
 
Bring Your Office Interiors Back to Life The Enchantment of Personalized Wall...
Bring Your Office Interiors Back to Life The Enchantment of Personalized Wall...Bring Your Office Interiors Back to Life The Enchantment of Personalized Wall...
Bring Your Office Interiors Back to Life The Enchantment of Personalized Wall...
 
Friendship Hospital _ Case Study-MaHi.pptx
Friendship Hospital _ Case Study-MaHi.pptxFriendship Hospital _ Case Study-MaHi.pptx
Friendship Hospital _ Case Study-MaHi.pptx
 
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.ppt
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.pptsustainable-interior-design-strategy-with-case-study_TANIA-BERA.ppt
sustainable-interior-design-strategy-with-case-study_TANIA-BERA.ppt
 
acervus process book no cover--character
acervus process book no cover--characteracervus process book no cover--character
acervus process book no cover--character
 
Ordering Principles in Architecture-MaHi.pptx
Ordering Principles in Architecture-MaHi.pptxOrdering Principles in Architecture-MaHi.pptx
Ordering Principles in Architecture-MaHi.pptx
 
Hill Area development- Issues and Options
Hill Area development- Issues and OptionsHill Area development- Issues and Options
Hill Area development- Issues and Options
 
MidJourney: How to Prompt on Midjourney and Other AI Tools for Creatives
MidJourney: How to Prompt on Midjourney and Other AI Tools for CreativesMidJourney: How to Prompt on Midjourney and Other AI Tools for Creatives
MidJourney: How to Prompt on Midjourney and Other AI Tools for Creatives
 
Mother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdfMother Courage and Her Children Shop Order.pdf
Mother Courage and Her Children Shop Order.pdf
 
Spoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdfSpoleto Festival23 Hang and Cable Layouts.pdf
Spoleto Festival23 Hang and Cable Layouts.pdf
 
homescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamphomescreen revamp homescreen revamphomescreen revamp
homescreen revamp homescreen revamphomescreen revamp
 
HTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdfHTM Example Layouts Freedman Theatre.pdf
HTM Example Layouts Freedman Theatre.pdf
 
urban design case study of old city Jodhpur
urban design case study of  old city Jodhpururban design case study of  old city Jodhpur
urban design case study of old city Jodhpur
 
Maximize Your Brand Impact with a Box Truck Wrap Design
Maximize Your Brand Impact with a Box Truck Wrap DesignMaximize Your Brand Impact with a Box Truck Wrap Design
Maximize Your Brand Impact with a Box Truck Wrap Design
 
VSST103 - Digital Portfolio.pdf character
VSST103 - Digital Portfolio.pdf characterVSST103 - Digital Portfolio.pdf character
VSST103 - Digital Portfolio.pdf character
 
Passing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdfPassing Strange Lighting Plot AS BUILT).pdf
Passing Strange Lighting Plot AS BUILT).pdf
 
Mother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdfMother Courage and Her Children Layouts.pdf
Mother Courage and Her Children Layouts.pdf
 
Studio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCRStudio Surfaced - Textile Design Studio based out of Delhi NCR
Studio Surfaced - Textile Design Studio based out of Delhi NCR
 
Task Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdfTask Pack 1- Nature - Ula Academics KIDS.pdf
Task Pack 1- Nature - Ula Academics KIDS.pdf
 

Insight to Design: Developing the Design Brief. Workshop for UCDUK 2014

  • 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