01 / Perspective
Describe the people and the context.
Begin with who the design is for and the circumstances in which it will be used. Concrete needs and tasks provide more useful direction than a broad ambition to create something innovative.
02 / Perspective
Make the business objective clear.
A design assignment may seek to clarify a product offer, improve an experience or create a consistent identity. Describe that objective in terms the team can use to compare directions, while keeping assumptions open to examination.
03 / Perspective
Connect objectives with decisions.
The brief should help explain why one concept is more appropriate than another. Functional requirements, user needs, market context and delivery constraints can provide a shared framework for discussing trade-offs.
04 / Perspective
Agree how the work will be reviewed.
Define the scope, deliverables and review points early. Discuss what evidence or feedback will inform the next decision. A clear brief supports collaboration throughout development, rather than existing only at the beginning.
Put it into practice
- Define the intended users and their context.
- Connect the design challenge with a business objective.
- Agree review criteria before comparing solutions.