1 00:00:00,590 --> 00:00:05,470 The creative brief is a one to two page document that defines what needs to 2 00:00:05,470 --> 00:00:08,590 be done, and why, following user research. 3 00:00:08,590 --> 00:00:10,900 It includes both primary findings and 4 00:00:10,900 --> 00:00:14,850 initial ideas for what needs to be done about them. 5 00:00:14,850 --> 00:00:19,440 The creative brief is not only a research summary, it also provides solutions for 6 00:00:19,440 --> 00:00:22,900 problems and needs identified during research. 7 00:00:22,900 --> 00:00:25,730 Here are the questions a creative brief is answering. 8 00:00:26,750 --> 00:00:27,760 What do we want to do? 9 00:00:29,340 --> 00:00:31,100 What is the goal? 10 00:00:31,100 --> 00:00:32,320 Why do we recommend it? 11 00:00:33,700 --> 00:00:35,570 What is the problem we want to solve? 12 00:00:37,330 --> 00:00:38,850 Who are we doing this for? 13 00:00:40,420 --> 00:00:44,170 Who are the users, and what problems are we trying to solve for them? 14 00:00:45,840 --> 00:00:48,050 How do users solve these problems today? 15 00:00:50,040 --> 00:00:52,130 How do you want users to solve the problem? 16 00:00:53,170 --> 00:00:57,060 Get specific around what actually needs to get done. 17 00:00:57,060 --> 00:01:00,240 Write a short story about 250 words 18 00:01:00,240 --> 00:01:04,640 that describes a person using the suggested solution to solve the problem. 19 00:01:06,120 --> 00:01:07,940 How do we know know we've been successful? 20 00:01:08,940 --> 00:01:11,000 What are the metrics we're trying to move? 21 00:01:12,100 --> 00:01:14,160 What would signal these changes? 22 00:01:15,250 --> 00:01:16,530 And how might it look like? 23 00:01:18,550 --> 00:01:21,510 You can refer to a complete to a complete sample creative brief in 24 00:01:21,510 --> 00:01:23,500 the notes section of this course