How do you create a creative brief for customer experience projects?

1 Define the problem

The first step is to identify and articulate the problem that the project aims to solve. What is the current situation of the customer experience? What are the pain points, needs, and desires of the customers? What are the gaps, opportunities, and challenges of the business? How does the project fit into the overall strategy and goals of the client? The problem statement should be clear, concise, and specific.

2 Describe the solution

The next step is to outline the proposed solution to the problem. What is the scope and deliverables of the project? What are the key features and benefits of the solution? How will the solution improve the customer experience and meet the business objectives? What are the success criteria and metrics of the project? The solution description should be realistic, measurable, and achievable.

3 Understand the audience

The third step is to research and profile the target audience of the project. Who are the customers that will use or benefit from the solution? What are their demographics, behaviors, preferences, and motivations? How do they interact with the brand, the product, or the service? What are their expectations and feedback? The audience analysis should be based on data, insights, and personas.

4 Establish the tone and style

The fourth step is to define the tone and style of the project. What is the personality and voice of the brand, the product, or the service? How do you want to communicate with the customers? What are the key messages and value propositions of the project? What are the visual and verbal elements that will convey the tone and style? The tone and style guidelines should be consistent, distinctive, and engaging.

5 Provide examples and references

The fifth step is to provide examples and references that illustrate the direction and inspiration of the project. What are some existing or similar projects that you admire or want to emulate? What are some best practices or trends that you want to follow or avoid? What are some sources or resources that you want to use or consult? The examples and references should be relevant, diverse, and credible.

6 Solicit feedback and approval

The final step is to solicit feedback and approval from the client, the stakeholders, and the creative team. How do you plan to present and share the creative brief? How do you collect and incorporate the feedback and suggestions? How do you ensure that everyone is on the same page and agrees on the creative brief? The feedback and approval process should be timely, collaborative, and respectful.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?