A3. Interpreting Client and Customer Needs

The role of design in business is to help create products and services that address the needs of consumers, and to visually express the values and beliefs of an organisation.



The Client

• support of organisation's goals, business objectives
• organisations use design to improve their market position, while operating within the context of their business models
• critical - understanding those internal and external components

The Customer

• the message has to be 'right' for it's target market
• Tools: focus groups, scenarios, Mood boards, Metaphors and Analogies, Opinion polls, Individual interviews, Demographies and Other calssification tools

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For Major Project

Client: TFL/government

• we are going to try to get in touch with TFL and department who is responsible for refubrishment of the tube and changes done in connection with Olympics 2012
• we would like to find out and incorporate they needs, branding and values

Customer: Olympic turists

• survey with London tube commuters generally about traveling in tube
• usability testing
• scenarios
• storytelling
• personas
• demographics - find a database or source of information about Olympic visitors