design

intelligence
September 2009

methodology
 Design Intelligence
Methodology

15
5 Every project at Woods Bagot –
5
small or large – will follow the
design methodology in order to
7 derive the value proposition and
form the basis of the D.I.D. (Design
Intelligence Document).
- 1,000 staf
2 - 50 Design Leaders
3
- 5 Regional Design Intelligence Leaders

4 6

Location and number of Design

Leaders
 Design Intelligence
Methodology Design
Principles
 Design Intelligence
Methodology Journey of the
Value Proposition

1 Interrogate Brief

Research and Write the

2
Architecture

3 Make the Architecture

4 Measure the Architecture

 Design Intelligence Methodology
Journey of the Idea
4 Part Process – Phase 1: Interrogate the
Brief
– Does the project have the potential to fulfil our Brand principles?
1.1 RELEVANCE – Do we understand the client’s brand?

– Articulate the value of the project with the team

– Interrogate the context
1.2 SPECIFICS – Translate and define the design potential
– Write the Vision Brief

– Suspend decisions of ‘form’

– Think about everything but the building
1.3 RESEARCH / ASK QUESTIONS – How does the project contribute to what the world needs?
– Identify potential for value proposition
– Analyse the processes, activities and functional requirements

– Consider multidiscipline specialists required to provide

1.4 IDENTIFY SPECIALISTS REQUIRED additional knowledge.
– Identify potential for sustainability initiatives

– What is the cultural impact of our time?

– What doesn’t the client know?
– What is the project about?
1.5 REVIEW 1 – SHARED KNOWLEDGE – What will we learn from this project?
– Research relevant DID benchmark
– Define sustainability potential

– Assess the need to change management and develop the

1.6 STRATEGIC BRIEF – CLIENT SIGN communication strategy (never forget the User)
OFF REQUIRED – Write the Strategic Brief
 Design Intelligence Methodology
Journey of the Idea
4 Part Process – Phase 2: Write the Architecture

– Define research typologies

– Understand climatic/sustainability potential
2.1 APPLY THE RESEARCH – Understand cultural/topographical context
– History of the genre
– Confirm morphology of the city form it occupies

-Symbolism and metaphor as story telling

- Connective bridges from concept to project
2.2 REDEFINE THE NARRATIVE - Reinterpretation of the brief
- Write the Design Brief
- Challenge the client to input sustainability initiatives

– Expressive articulation of the genesis for the idea:

REVIEW 2 – WRITE THE VALUE – Confluence of ideas
2.3 PROPOSITION – Definition of useful purpose, benefits, importance
– Distill the essence of the idea

– Present the client the Value Proposition to ensure support

CLIENT BUY IN – CLIENT SIGN OFF – Set aspiration
2.4 REQUIRED – Release project potential
– Gain client confidence
 Design Intelligence Methodology
Journey of the Idea
4 Part Process – Phase 3: Draw the Architecture

- Analytical fit to research

- Justification of the diagram
3.1 DEFINE THE FORM - Review options to fit proposition
- Define mechanism to test against the proposition
- Impact of sustainability influence on the form

– Temporarily separate yourself from the process and journey

to
reconfirm the idea
3.2 SUSPEND THE PROCESS – Unencumbered freedom
– Moment of clarity
– Explore missing genius alternative (third party/specialists
review)

3.3 LAYERED COMPLEXITY – Layer complexity only to reinforce the idea

– Diversity of the aesthetic provides global personality

3.4 DRAW THE ARCHITECTURE – Select visualisation medium

3.5 REVIEW 3 – Assess communication technique to support the idea

COMMUNICATE VISION AND

3.6 VALUE TO CLIENT – SIGN OFF – Present to client the full journey supported by the process
REQUIRED
 Design Intelligence Methodology
Journey of the Idea
4 Part Process – Phase 4: Measure the Architecture

– Review the design principles

– Review the Brief
4.1 REVIEW THE DESIGN
– Review the design process
– Review the targets

– Measure the performance against the targets (hard

4.2 MEASURE THE PERFORMANCE and soft)
– Measure the sustainability aspects

– Talk to the various stakeholders and users

4.3 TALK TO THE USERS – Record their views
– Compare with the objectives

– Look at the impact beyond the building (e.g. the city,

4.4 INVESTIGATE THE BROADER the
IMPACT industry, the economy, etc)

WRITE THE POST OCCUPANCY – Write the post occupancy evaluation

4.5 EVALUATION – Tell the story so we learn

– Finalise the DID

4.6 FINALISE THE DID
– Disseminate the knowledge
 Design Intelligence
Methodology
Project Review Tool
To be incorporated into DI Portal
Region / Sector

Project Explanation

Nominate Project Design (sector

Leader leader)
‘Value Proposition’
Sustainability integrated
Research / Urban Design /
Consultant Input
Technology Implemented
Workshops 1 / Review
Actions Brief Interrogation (date)
Client sign of

Workshops 2 / Review
Actions Writing the Architecture (date)
Client sign of
Workshops 3 / Review
Actions Making the Architecture (date)
Client sign of

Project Delivery Define Methodology, review Post Occupancy

Evaluation

DID Compile DID Along the Journey (date)