Tag: ConceptualDesign

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How to resuscitate a design brief – stage 1

Design briefs become lifeless when we treat them as fixed, and unchanging.

We bring life to them when we allow them to evolve.

The first stage is to make your design brief a live, editable document (with changes tracked if necessary).

The brief should prompt questions – write those down on the brief.

New requirements will be discovered – add those in so they don’t get lost.

New possibilities for what you want emerge – note these down too.

Gather the people who care about the brief to review these changes, challenge or approve them.

A living brief is one that is being worked on.

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Decide now or decide later?

Sometimes it’s worth designing your decision-making process before you make any decisions at all. Setting your decision-making criteria. Defining the minimum requirements. Figuring out the go/no-go questions. Clarifying your preferences. Determining who decides and who signs it all off. 

And sometimes it’s worth starting with the ideas. 

Wouldn’t it be great if…? 

What if we tried…? 

What would it look like if…?

The first approach creates more certainty. It reduces risk, aids delivery and creates a clearer record of how and why you did what you did. 

The second can create magic. It leaves room for surprise. It allows new possibilities that would never have fitted the plan — but which might just be better.

At some point you always have to decide. 

But when you decide changes what you get.