Fridays Lecture... 06/07

WHAT TO EXPECT IN A BRIEF

MARKETING:
- current customer base, market size and sales.
- current competition and product range.
- unique selling point (USP).
- customer service (help and support).
- marketing objectives (target market, demographic).
- how will it be sold.- anticipated selling price.
- market research or evidence.

PROJECT SPECIFIC:
- project timeframe (including project reviews).
- launch dates.
- project budgets.
- deliverables – what tangible outcomes are required? (prototypes, drawings, etc).
- intellectual property rights.
- project team, liason and co-operation (who are you dealing with).


PERFORMANCE:
- what is it?
- what does it do?
- how does it work?
- essential requirements?
- design considerations – safety, comfort, aesthetics (what design constraints does it have to obey to in order to be a success?).

OPERATION:
- production and distribution options/constraints.
- costs for production and distribution.
- material options/constraints.
- customer service, maintenance, and warranty policy.
- expected service life.
- expected production levels.
- quality assurance.

ENVIRONMENT:
- what environment will the product or service be used in?
- what level of abuse will it receive in the environment?
- how will the product be packaged or protected?

SUMMARY…
- when in doubt, always clarify the project through the brief. The brief should be agreed upon by both the client and the designer before commencing the project..
- if you do not get a brief in writing, do not accept the job.
- otherwise write the brief for the client, but ensure that you get the job.
- the brief will provide the basis of your proposal.
- the brief is developed (often by both the client and designer) to satisfy a number of corporate objectives.
- the brief should continually be referred to throughout the design process/project.
- the brief provides the basis of your contract and what the designer has to deliver.