Unlike traditional brief formats, a UX Creative Brief challenges us to redefine our beliefs about what is possible.

In This Series:

  1. How to Intake a New Project
  2. Actionable User Insight
  3. Design from a Creative Brief (you are here)
  4. The Design Sprint that works for you (forthcoming)

Emotional pain points drive the creation of an opportunity statement, which anchors a creative strategy.

A brief is the fulcrum point of your creative strategy. It tells the story of group of people who are suffering to some degree. Oppressed by bad design, legacy process, and unmet needs they toil to extract minimum value in return for their efforts. The brief describes what a design hero could do make a difference.

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