- level of corporate strategy - design expresses the vision, values and beliefs of the organisation (corporate identity etc.)
- the business-unit level - design is used tactically to help achieve business-unit goals (organisation might conduct design audit when entering new markets to benchmark the compatition etc.)
- at an operational level - design is present in the day-to-day operations and in the refining the prouct or service development process
- the brand
- add value
- create competitive advantage
- set of methods
- a process
- the implementation of a project
The client brief
Brief describes:
- what the organisation would like to achieve
- the market opportunity identified
- an estimate of the budget
- time allocated
- any key deadlines
- should clarify needs
- should set the project parameters
- Introduction <> Information about the project background and opportunity identified
- Company <> Information about the organisation, its brand values, methods of operation and its existing customers
- Customers <> Information about the organisation's target customers
- Competition <> A review of the organisation's competitors and their unique selling points
- Positioning <> Information about the proposed strategy and plan for action
- Design challenge <> Information about project objectives, scope of work, expected outcomes and specifications
- Metrics for success <> An outline of how the project's success will be measured
- Programme plan <> An outline of the project's stages, phases and milestones
- Costs <> A list of fees, expenses and product costs
The design brief
It takes into account both the 'business' and the 'design' point of view
It is a creative response to client's brief
Reflects:
- the knowledge
- skills
- experience of the design team
- the strategic objectives
- business viability of the project
- motivate the design team to create the great work
- translate statistical charts and business jargon into information that the design team can put into effective use
- the business case
- key findings
- project goals, aims and objectives
- background research and future aspirations
- target audiences and end-users
- functional requirements and specifications
- key project and process stages
- timescales and deadlines
- milestones, performance measures
- project deliverables
Needs to be realistic and achievable within the costs and timescale.
Design manager identifies:
revised or become more detailed as the design process evolves.
- client contact
- stakeholders
- team members
- lead design consultancy or creative agency
- sub-agencies
- specialist consultants
- agree the roles and responsibilities, channels of communication
Design resource
Design rosters are lists of design-service providers who have been pre-approved for consultation and potential engagement on a project.
They can be approved through:
- open call invitation
- reputation
- previous success
- are usually pre-checked by internal procurement department
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For Major Project
The client brief:
- open - self directed study
- Learning Contract (with Rob)
- signed 'Final Major Project' team agreement (Team E, TUBE)
- Team fishbone, Project fishbone
- What, Who, Where... project specifications
- The design brief
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