Seungho Park-Lee Briefing at the pre-project phase in design consulting
How design consultants navigate through uncertainty while briefing and selling simultaneously

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In design consulting, briefing prior to project commission – i.e., the process of communicating and negotiating a project's aim, scope, deliverables and corresponding fee – is an essential first step for designers to get a project commission and establish an initial relationship with a potential client. Although briefing has long been of interest to scholars and practitioners in design, there have been few empirical studies on the real-life context of briefing at the pre-project phase in design consulting, especially in such fields as industrial design and service design.

 
The aim of this dissertation is to understand the nature of briefing at the pre-project phase in design consulting and its real-life conditions for design consultants. Through three studies of an inductive nature, it reveals how briefing is an embedded part of sales and procurement processes in design consulting, which produces a discontinuity in briefing subsequent to a project commission. Therefore, design consultants are required to predict the full scope of the (potential) project and to detail tasks in creating an offer for a potential client even though the design process inherently involves uncertainties. Briefing at the pre-project phase can be more challenging if clients have little proficiency in using design and do not readily understand the uncertainty and their role for effective collaboration. These real-life contexts challenge the widely accepted notions of briefing as a reflective and iterative dialogue in the context of design consulting and thus call for guidelines for sensible and practical responses for practitioners.

You can read the dissertation here

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Format
PDF
ISBN
978-952-64-0403-5

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