OUGD503: Design Process - Responsive Session 3

In this session we had a quick re-cap of the module brief and the learning outcomes we have to adhere to. 

The design process which we work with is a negotiation with the client. We have to communicate proposals. We could design a final resolution but it could be something which the client does not like. 

Working on one project at a time is not something we will do in the industry. We will have multiple briefs at once which will be short and sharp. We have to look at cost from a students perspective, we have lots of long briefs to do at one time, blogging and development whereas industry professionals do not. Time costings for students takes up quite a large chunk of time. We have to manage our time correctly and efficiently. 

We need to be sure that we are making informed decisions about the briefs which we are choosing. We need to look at brief management and we need to start allocating time to different aspects of the briefs we are working on. 

Presentation with pitching and proposing is something which is really important. It is not just about the final resolution it is more about the ideas and development. The proposal helps to seal the job, presenting the work that will get paid for.

Project proposals -

10 steps to writing persuasive project proposals

• Setting clear aims and objectives

Before picking a pen up and producing anything it is important to have a clear list of ideas.

Objectives start to look at the HOW.

HOW will it make and impact?

Aims are the changes that your project will make to the status quo. What is happening now? How are things?

• Changes in peoples’ perceptions

• Changes to the way people do things

• Political Change

• Social Change

• The impact that your finished work is designed to have on a particular audience or user.

Aims should be really ambitious and creative. They should be things which we aspire to, changes we want to make.

We need to be writing these first before we write out proposals. 

Objectives are the methods or the activities by which you plan to achieve your aims. 

• What research will you carry out
• Where will you go for specialist information
• What kind of people will you contact to help you along
• What expert advice will you need
• What processes will be involved
• Which skills will be evidenced
• What activities will take place
• What pieces of finished work will be produced

One thing which will set us apart from other people producing the same brief is if we have considered the different objectives. It is important to look into the target audience. We should step outside of what everyone else is doing. The relationship between aims and objectives is very important, they are closely linked but they are distinctly different. 

Specific: What? Why? Who? Where? 

Not just research - think deeper into the concept and proposal. Be specific from the start. Our outcomes need to be measurable. Question what we have done, keep it on a specific day to day basis. At any given point we need to be able to review what we have done and what we haven't done. Lists!!

It is not can we do it, do we understand what needs to be done to pass it on to the right person. 

Are our outcomes achievable? Are they realistic? Do they fit the timescale? Is it possible?

We can propose something which is possible and achievable but it is not realistic for right now. It is ok to propose something which we cannot produce but it could still win the clients attention. If we cannot produce what we want then we can propose it.

If we come up with something which is a brilliant idea but we cannot produce it does that mean we have to scrap it? No! We can propose it.

Most people want the status quo because they understand it. 

What is the need?

Who needs the solution to the problem?

If it is not something we have researched or a fact do not bullshit. Don't make a statement which is not backed up. 

Who are they?

We need to understand who the clients customers are then it is possible for us to win. Audience needs to be something which we clearly think about. 

There is never one audience. The hidden audience is the client. We need to look into the client, who are they? Where do they go? What do they like? What part of the industry are they? Do they understand design? What are their values?

What are our goals? What are your ambitions? What are your values? Are you ethically driven? What are your motivations and how do they match with the client?

Words to avoid:

• Unique
• Nice
• Special
• Normal
• Bland
• Sleek
• Definitely
• Awesome
• Basically
• Eseentially
• Totally interesting
• Utilize
• Like
• Get 
• Got
• I 
• Chance
• Actually
• Really
• Truly
• Amazing
• Everyone
• Never
• Always
• Things
• Life
• A lot
• Good
• Bad
• Cool
• Whatever
• Went
• Boring

Make your proposal easy to read by:

• Using professional template/layout
• Using the appropriate tone
• Not repeating yourself to pad it out
• Asking two people to check your grammar and spelling before you submit

Check, check and check again. Proof read everything!

Begin with your vision of the ending in mind. 

• The first thing we communicate is the vision of where things are going to end.
• What is the solution?
• What is going to be the result?
• Start at the end
• What are we trying to achieve?
• We are probably not going to achieve it all ourselves but it doesn't mean that we can't propose it
• What does the project require?
• What criteria do you need to satisfy?
• Who is the target audience?

Assume nothing

• except that the reader of your proposal knows nothing about you, your skills are the context of your project. 
• We cannot assume anything about the people who are going to be looking at it
• We have to explain everything
• Assume that the client knows absolutely nothing

Question everything. 

Accept nothing. 

In questioning everything we might break the brief and identify other solutions. 

If everyone does something in the same way… nothing will stand out. 

_________________________________________________________________

After Fred had given his talk we were split into groups of four and had to present our work so far on the brief we had chosen. 

• humourous
• appeal to men swell
• rebrand
• re focus

For next week:

What am I actually going to produce?

Answer the questions:

What can you do?

What could you do?