Purpose
To collect structured context at the start of any design request. This ensures alignment on business goals, user needs, constraints, and success criteria before the design process begins.
Table – Design Brief Template
| Section | Field | Description | Sample Entry |
| Basic Details | Project Name | Title of the design project | “Product Landing Page – SaaS AI Tool” |
| Requester | Who raised the request (client/PM/internal team) | “Client – Growth Manager, ABC Corp” | |
| Date | Date of request submission | “26 Aug 2025” | |
| Business Context | Business Goal(s) | What is the business trying to achieve? | “Increase demo bookings by 20%” |
| Target Audience | Who is this design meant for? | “SaaS founders & product managers, 30–45 yrs” | |
| Key Message | The core message/USP to communicate | “Cut PRD creation time by 40% with AI-powered templates” | |
| Design Scope | Design Type | Category of design needed | “Web Page (Landing)” |
| Deliverables | Expected outputs | “Homepage hero, product section, CTA banners” | |
| Constraints | Known limitations | “Must align with existing brand colors & typography” | |
| User Understanding | User Needs | What the user wants from this design | “Clarity on product benefits in <2 mins” |
| User Pain Points | Frustrations this design should address | “Overwhelmed by text-heavy PRDs” | |
| Success Criteria | Success Metrics | How success will be measured | “Bounce rate < 40%, demo sign-ups > 50 per week” |
| Priority | Criticality level | “High” | |
| Logistics | Timeline | Delivery deadline | “10 working days” |
| Dependencies | Inputs required to proceed | “Product screenshots, brand guideline PDF” | |
| Approval Owner | Who signs off | “Design Lead + Client PM” |
Usage Notes
- Mandatory Fields: Project Name, Business Goal(s), Deliverables, Success Metrics.
- To be filled by Requester (Client/PM/Account Manager).
- Reviewed and validated by Design Lead before intake is marked complete.
- Cross-reference with EPIC 1.1 SOP: End-to-End Design Intake Process.