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UAL Research Online

The design brief: Inquiry into the starting point in a learning journey

Sadowska, Noemi and Laffy, Dominic (2017) The design brief: Inquiry into the starting point in a learning journey. In: Design for Next: 12th International Conference of European Academy of Design, 12-14 April 2017, Sapienza University of Rome, Rome, Italy.

Type of Research: Conference, Symposium or Workshop Item
Creators: Sadowska, Noemi and Laffy, Dominic

The paper reviews an assessment regime for its capacity to engage university learners, enabling them to design radically new business offerings. We explore the effect of the briefing approach on defining the customer/offering match. This study is framed by participatory action research, where data draws on two distinctive module deliveries: one where the design brief asks learners to generate the offering first and then shape the customer segment. The second one supplies an archetype and asks learners to define customer first and then develop the offering. Our analysis reveals that learners’ engagement with the design brief prompts an emergence of five patterns of learners’ responses, leading to conclusions that the nature of design brief elements has an impact in shaping the overall learning. Moreover, going from customer to offering appears to generate better iterations between the two, overall leading to learners’ engagement with the process not simply seeking an outcome.

Keywords/subjects not otherwise listed: design brief, management learners, customer archetype, participatory action research
Your affiliations with UAL: Colleges > London College of Communication
Date: April 2017
Event Location: Sapienza University of Rome, Rome, Italy
Date Deposited: 16 Apr 2018 08:40
Last Modified: 09 Nov 2023 04:47
Item ID: 12467
URI: https://ualresearchonline.arts.ac.uk/id/eprint/12467

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