What are “Strong” design brief ?

When it comes to designing new features or applications, a good first step would be to create a design brief.

A design brief is a document that outlines the objectives, goals, and requirements of a project. It is a roadmap that guides the design process and ensures that the final product meets the needs of the client.

Usually the client will write the design brief and it will serve as a working draft. Sometimes, the designer might write one and consult with the client to make sure it meets their needs.

There are a few key elements that should be included in a design brief.

Project Title: (Come up with a memorable name for your application)

1. Project Overview:

• Application Description: Briefly and clearly describe what the application is, what problem it solves, or what need it fulfills.
  • Example: A mobile application for finding and booking local tours and activities.
• Application Goal: What is the main goal of creating this application? What do you want to achieve with it?
  • Example: Increase the number of tour bookings by 20% within the first year after launch.
• Main Features: List the key features that will be available to users in the application.
  • Example:
    • Browse a list of tours with filtering by date, location, price, and theme.
    • View detailed information about the tour (description, photos, reviews, schedule).
    • Ability to book and pay for tours online.
    • User’s personal account with booking history and the ability to leave reviews.
    • Notifications about upcoming tours and special offers.

2. Target Audience:

• Who is your ideal user? Describe your target audience in as much detail as possible (age, gender, interests, income level, lifestyle, technical literacy, etc.).
  • Example: People aged 25-45 who are interested in travel and outdoor activities, living in large cities or planning trips. They actively use smartphones and prefer convenient online services for leisure planning.
• Main needs and pain points of your audience that the application solves: Why will users use your application specifically?
  • Example: Users have difficulty finding interesting and verified local tours. They want a convenient tool to compare offers, book, and pay in one place.

3. Business Goals:

• What are your business goals for this application? (For example, increasing sales, attracting new customers, raising brand awareness, collecting user data, etc.).
  • Example: Become the leading platform for booking local tours in the region.
• How will you measure the success of the application? (KPIs – Key Performance Indicators).
  • Example: Number of downloads, number of monthly active users, average booking value, conversion rate from view to booking, user satisfaction level (based on reviews and ratings).

4. Design Requirements:

• Overall Style and Mood: What do you envision the visual style of the application to be? What emotions should it evoke in users? (For example, modern, minimalist, bright, friendly, professional).
  • Example: Modern, intuitive, and trustworthy design, with an emphasis on high-quality photos and easy navigation.
• Branding: Do you already have an existing brand (logo, corporate colors, fonts)? If so, provide a brand book or the main elements. How should the application design reflect your brand?
  • Example: Use the company’s existing logo and corporate colors (specify colors and provide the logo). The design should be consistent with the overall brand style, which is [describe the brand style].
• Platform: For which platforms is the application being developed? (iOS, Android, both).
  • Example: iOS and Android.
• Key Screens and User Flows: Identify the main screens of the application and describe the key user interaction scenarios with them. (For example, home screen, tour catalog, tour page, booking process, personal account).
  • Example:
    • Home Screen: Search, popular tours, categories, banners with promotions.
    • Tour Catalog: Filters, sorting, tour cards with basic information.
    • Tour Page: Detailed description, photos, schedule, prices, reviews, “Book” button.
    • Booking Process: Selecting date and time, number of participants, entering contact information, choosing payment method.
    • Personal Account: Booking history, user information, ability to leave a review.
• User Interface (UI) Requirements:
  • Navigation: How will users navigate through the application? (For example, bottom navigation, side menu).
  • Controls: What controls will be used? (Buttons, input fields, switches, etc.).
  • Typography: What fonts are intended to be used? (Specify if there are preferences).
  • Iconography: What style of icons do you prefer?
  • Color Palette: Besides the corporate colors, are there any other preferences regarding the color scheme?
• User Experience (UX) Requirements:
  • Intuition: The application should be easy and understandable to use for the target audience.
  • Convenience: Processes should be as simple and fast as possible (for example, the booking process).
  • Accessibility: Consider accessibility requirements for users with disabilities (if applicable).
• Examples of Applications You Like (Visually or in Terms of UX): Provide examples of other applications that you consider successful in terms of design and explain what exactly you like about them. This will help designers better understand your preferences.
  • Example: I like the design of the [application name] app for its minimalism and user-friendly navigation. I also like the UX of the [application name] app for its fast and clear checkout process.
• What to Avoid in the Design: Indicate elements or styles that you absolutely do not want to see in the design of your application.

5. Technical Requirements (if any):

• Integrations: With which third-party services should the application be integrated? (For example, payment systems, maps, social networks).
• Technologies: Are there any preferences regarding the technologies or development platforms to be used?
• Performance: What are the performance requirements for the application? (For example, screen loading speed, responsiveness).

6. Content:

• What content will be placed in the application? (Texts, photos, videos, etc.).
• Who will be responsible for providing the content?
• Is there already готовый контент (ready content)?

7. Competitive Analysis:

• List the main competitors.
• What do you like and dislike about their applications in terms of design and functionality? This will help identify your unique advantages.

8. Expected Deliverables:

• What do you expect to receive from the designer/design studio? (For example, UI kits, screen mockups in Figma/Sketch, interactive prototypes, style guides).
• In what format should the results be provided?

9. Timeline:

• Specify the desired deadlines for the design project. Break down the project into stages and specify deadlines for each stage (if any).

10. Budget:

• Specify your budget for the design project. (If you are willing to disclose it).

11. Contact Information:

• Contact Person Name:
• Position:
• Email:
• Phone:

Additional Information:

• Any other information that you consider important for designers to understand the project.

Why this brief is considered “strong”:

• Completeness of Information: It covers all key aspects of the project, providing designers with a clear understanding of the goals, audience, functionality, and design requirements.
• Specificity: Instead of general phrases, specific examples and requirements are used.
• Result-Oriented: The brief focuses not only on what needs to be done but also on what result needs to be achieved.
• Clear Structure: The information is presented in a logical and understandable format.
• Inspiration and Constraints: The brief provides designers with enough information for creativity while setting certain boundaries and constraints.

Using such a detailed and clear design brief significantly increases the likelihood that you will receive a mobile application design that will meet your expectations and the needs of your target audience.