Practical steps to in-house design strategy 1

Find a way of developing, communicating and agreeing the design direction of a product without referencing a design itself.

This has been very important for us.

If you want understanding/discussion/agreement on a broad basis (brand, consumer, trend etc) that needs to be done before designs are viewed and judged, if you’ve got to a concept presentation it’s already too late.

Coming in early with design direction keeps the thinking on the level you need, and gives you a chance to inform the choice of design by building a mental library in people, important business types, so when they see the design they’re already on board. It also gives them a chance to voice their intuitive understanding and thoughts before being asked to respond to a static design, something they’re normally not used to doing.

It’s about taking people on a journey, bringing them in on the process.