How to write the perfect Enterprise Product Design Brief👌 - Part Two
Create the perfect design brief in 3 easy steps!
Creating the brief
Now that we’ve gotten to know the designers you’ll be briefing, let’s get down to what you need to get the most from them.
We’ve made a guidebook that’s going to get designers what they need.
We have created a worksheet for you. Reach out to receive the worksheet and the guide!
Project housekeeping
Let’s start with the simple but often overlooked project details. These top-level pieces of information help everyone understand what you’re talking about.
This is perfect for those calls when the internet drops just when you’re asked, “What’s the project?”
1. Name
What are you calling this piece of work? Names help designers talk to others about your work. They’re going to do this because they’ll get feedback. They’ll talk to their colleagues. You’re cutting out any guesses. Claiming a problem space as your own.
2. Your contact details
The people who read your brief will have questions. What’s your name and how do you want readers to contact you? Email, Slack, phone... it’s up to you. Without a quick way to get questions answered, projects slow down.
3. Today’s date
Context helps understand how long this idea has been in your head. Things change. A brief from ages ago may no longer be relevant.
What’s your problem?!
Your first task is to clearly communicate the answer to this one question: “What problem are we solving?”
Make sure you describe the problem and not the solution (for now). This does require some nuance in your communication because of the designers’ mindset: They’re motivated by tackling something that isn’t straightforward. They want to be challenged! By describing the solution, you make the problem less difficult, maybe even trivial or outright boring.
By describing a problem you do two things:
You orient the designers: “Are we talking about X or Y?”
You highlight the conflict that motivates designers to design.
This is easier than it sounds. Refer to our post to define your problem statement.
Who are we designing for?
Designers need to understand who will benefit from their work because it makes the brief meaningful to them.
Great designers work hard at being empathetic to these folks. These could be customers or users, and they’re often part of the design process.
Try to describe a group of people rather than one individual by highlighting the characteristics that make that group special.
Who experiences this problem? (It could be a department or a process.)
💡Tips:
What distinguishes these people from others in the organisation?
Do they work in a particular department?
Do they work at a certain time?
🕵️♀️ Examples
Example: “Marketing”
Feedback: This describes a department of people, each of them with very different roles. How can you go further to explain who within the Marketing department experiences this problem?
Suggestion: The New Media marketing team based in NY.
Example: “Nazia Olu”
Feedback: This is a specific individual. What is it that this individual does that means she experiences the problem?
Suggestion: “New Media Acquisition team member, every Thursday when they receive a new order.”
Name one person who fits into this group.
It’s important to make this feel real. By identifying one individual that can lead this project, you’ve set yourself up for success. Naming an individual as part of the brief puts the project on the right track.
Follow-up questions
How can designers meet these people?
Who else is involved?
In many (if not most) enterprises, these people are difficult to track down – and often slow to respond. Account for plenty of preparation time here.
Why is this a problem?
This question takes our problem and orientates it. It gives context and hints at the bigger issues.
This section is about the consequences of this problem. It’s the consequences that give meaning to the problem. They motivate the designer to find a creative answer.
When thinking about why something is a problem, we need to communicate what this problem prevents people from doing. We need to show how this challenge gets in the way.
This problem means that…
________________________________________
________________________________________
And, This is the most important problem to solve because...
________________________________________
________________________________________
How?
What do you know about how this problem must be tackled?
Attention: There's a trap here that too many have fallen into. So this section is about defining the boundaries of the problem rather than spelling out an answer.
Remember the designer mindset! If the problem is already solved, it's no fun finding a new solution.
The best way to tackle this is by thinking about constraints rather than solutions.
Constraints
Problem-solving rarely means you’ll have free reign. Often there are boundaries you need to work within to make the project feasible.
It’s best to be upfront about these boundaries. Changing them later on can naturally create issues. So don’t risk wasting time, effort and money.
Also: When you list the constraints, talk about why they’re in place.
🕵️♀️ Examples
Constraint: Budget
Detail: “This is the first time we’re working together. This is how much we’re prepared to spend.”
Suggestion: Decide on a figure you’re comfortable with. That way you’ll get the best possible outcome.
Great designers interrogate these constraints. They need to be understood, too.
At times, this will feel like a chore for you.
When?
The When builds up a picture of the How.
The When isn’t about the time; it focuses on describing the circumstances that trigger the problem. This is important for a designer to understand because it helps them know how to avoid the issue. As a result, you get more creative ideas – ideas you didn’t think of.
This problem happens when:
________________________________________
Context
What stage of the evolutionary journey are we talking about? Is this thing experimental and brand new? Or is it well-established and focused on incremental gains?
Who’s involved?
Who are the decision-makers on the project?
________________________________________
How are they involved?
________________________________________
We’ll be releasing Part three shortly.
If you simply can’t wait to read, reach out for the guidebook now! 👇
