Design and Product Development Processes
The design process as a cycle, not a line
The design brief is the anchor of every project. A strong brief states the problem, the target user, constraints and criteria for success, and it is written in measurable terms. "Make a stylish lamp" is weak; "design a task lamp for a shared desk that provides at least 300 lux at 400 mm, runs on a 12 V supply, and retails under $60" gives criteria you can later test against.
Research splits into primary (interviews, surveys, observation, testing) and secondary (standards, market data, published material). Ideation follows: brainstorming, sketching, morphological charts, SCAMPER-style modification. Converge with evaluation matrices before committing to prototypes.
Evaluation is where candidates lose marks. Distinguish formative evaluation (ongoing, informing decisions) from summative evaluation (final, judging against the brief). Always evaluate against the criteria you set, not vague taste.
Traps to watch
- Confusing the design brief with the product specification; the spec is the detailed, measurable translation of the brief.
- Presenting a linear list of steps when the process is iterative, with feedback loops.
- Skipping user feedback until the end.
Rule of thumb
For any decision point, ask: which brief criterion does this address, what evidence supports it, and how would I test it? If you cannot answer all three, the step is decorative.
Worked example: A student designs a phone stand. Brief criterion: "stable on a desk when tapped." Research identifies tip-over as the user complaint. Ideation produces three base geometries. An evaluation matrix scores them on stability, print time and material use; the weighted winner is prototyped and tap-tested, and the result feeds back into a revised base.