Don’t miss the ‘WHY’ aka Importance of a good brief.

Pensaar’s Design Thinking Summit 2017 gave us a lot to think about. The conversation began with Deepa Bachu emphasizing an interesting aspect of successful collaboration. A product or project’s success doesn’t rest on one creative geek working magic.

The client always expects a magic or surprise from creative people. The stakeholders, the users, and the entire team has to dig deep and enable each other. The tension between people that want to make it RIGHT and people that want to make it MAGICALLY, generates the best work.

According to Simon Sinek, People knows ‘WHAT’ they do, ‘HOW’ they can do. But very few know ‘WHY’ they do what they do.

Most of the clients/product owners/CEOs start the conversation with ‘WHAT’ and ‘HOW’. Some people come with a brief which contains everything the creative needs to know but it does not go to the core solution to the exact problem. Some clients come with prototypes also. Most of them ignoring the important component called ‘WHY’.


Start the conversation and explain WHY? Brief the importance of elements. The creative briefing is a skill which we should improve because the right words can trigger creative explosions inside us and demand fresh exciting ideas, so we need to find the right words which express it in exciting ways.


When some one comes with requirements like, design a button with red colour, let’s make an app etc. ask WHY? Ask more relevant, open ended questions. Dig deep and understand what they are trying to achieve. Don’t become only the “Implementer”. Be a ‘Design thinker’. Use the Design Thinking techniques like ‘How Might We’ and get maximum inputs to understand the problem. The more we understand the problem, higher the chances to get right solutions.

What’s next after WHY? Now they know what to do and how to do. They will bounce back with lots of exciting ideas. The secret of being User Experience designer doesn’t merely rest in imagination or skill, it also depends on the values that keep us on our toes and constructively dissatisfied.