Challenges you may face

From becoming more accountable to improving communication, Peter L Phillips looks at some of the most challenging aspects of the design brief process for designers and clients

Sharing accountability

A challenge for business decision-makers in the design brief process is to accept the new reality that design is a strategic problem-solving discipline and not simply an 'art' service. Sharing accountability for the outcomes of design projects equally with the designer(s) represents a dramatic 'company culture' shift for many organisations.

Learning business sense

The primary challenge for designers is to be able to think more completely in business outcome terms. Traditionally, professional design curricula have focused almost entirely on training people to become designers. Very few prepare designers to become business partners. Often designers will need to learn a new language - the language of business.

Using a brief to measure results

It is crucial that the approval and measurement of design solutions changes from the highly subjective, 'I like it, or I don't like it,' to the more objective, 'This design solution works to solve the problem because...' The only accurate method to measure design quantifiably is to measure the results of the design project against the stated objectives of the design project.

Breaking down boundaries

A significant challenge for all parties will be to eliminate the terms, 'client' and 'customer' while developing the relationship between an organisation and a design group. In the future, these relationships will need to be described as 'equal partnerships'. Such a relationship will demand accountability from both partners.