Public Lecture - Inspirational Design Briefing

This model applies Design Quantification for optimizing the design brief by balancing nine comprehensive Design Quality Criteria in the formulation of Inspirational Design Briefs.

Designers often lack a clear sense of their clients’ wants, while the clients look to designers to demonstrate their wants. This not only delays the development effort but also prevents design from being applied strategically.

The methodology presented in this lecture shows and describes the significant gap in management perception of objective success criteria. It translates business objectives into a design brief by addressing nine comprehensive and actionable Design Quality Criteria, the basis of an Inspirational Design Brief. It covers four fundamental approaches to addressing, developing and translating design strategies into design. Effectively and efficiently translating business objectives and goals into design briefs, ensures that designers receive relevant and actionable strategic, contextual and performance information, allowing them to focus on generating novel and useful design concepts.

About Søren Petersen

Søren Petersen founded ingomar&ingomar - consulting in 1993 and has since worked with international organizations in Denmark, Michigan, California and Korea, including Rambøll Group, Steelcase and BMW Group DesignworksUSA. He received an MS. Mechanical Engineering degree from the Technical University of Denmark and a BS in Transportation Design from Art Center College of Design and graduated from Stanford University, Center for Design Research, with a PhD in quantifying design, where he focused on developing metrics and decision methods for design concept selection in the conceptual phase of product development. He has presented and published 19 scientific papers over the past eight years, authored Profit from Design, a book on design quantification and now consults for corporations and universities, applying these developed methodologies to streamline their design projects.

Dr. Petersen also publishes weekly in The Huffington Post on The Creative Economy: