Design Requirements

Ok, now remember this is about the green design element, meaning it’s a result and not an activity. It’s a thing! A list, a schedual, a moodboard, something you can put on the wall!
Obtain requirements (orange) , is the activity to create this result.
This element specifies the requirements of the solution. It defines what one is looking for. But, and this is uncommon outside the world of design: it does not define the solution. That can be confusing, but it is vital.
An example. Let us say we need a solution as how to move a pile of wood from A to B. Now we do some research about point A and B. We find the distance is ten kilo meters and point B is inside a very small alley. This creates requirements for our solution. It has to be able to carry the load over 10 kilometres and into an ally that is only 1.5 metres wide. All this does not define the solution, it can still be done using a variety of solutions. It does create a ‘context’ of what solutions would work.

In practice this difference often goes unnoticed. Typically, in a company it is decided they ‘need’ a website, for example. Rather than stating the problem or challenge: “we need more attention to increase sales”. In design this is sometimes referred to as ‘the question behind the question’. ‘A website’ is a solution. In design one always first needs to define the requirements, finding the solution is the design flow part that follows. Even if the solution than is ‘a website’ the requirements specify the design of the website.

What if I don’t specify Design Requirements?
You are bound to end up in trouble with your client! Even though it’s almost impossible to get a complete overview of requirements at the start, it is important to create this overview. It will improve during the project. This is a constant learning process. Both Design Requirements and Solutions are results (green) that evolve during your design flow. Apart from trouble with your client, just as important is to have a clear understanding in your team about what you are working on. The discussion might take some patience, but it pays out.

Where in the design flow?
The design requirements are often necessary to be able to start up the creative part of the design flow > what are we looking for? But they also serve to check the quality and aptness of solutions. It makes sense to always have it on the wall, since we are humans and we tend to slowly create our own reality about the solution.

Which method to use?
This is very much dependant on the case. In engineering it is often a very technical list. In digital media the term guiding principles is often used. ‘Using the site is a playful experience’, for example. In advertising it can also be a mood board, or even persona.