Elements and Performance Criteria
- Interpret the brief or clarify need oropportunity
- The brief, need or opportunity for innovation is explored. The context for the new product or service is investigated and clarified and the audience/user is determined.
- The purpose, desired outcome or end product, broad content, style, cost, intended audience and other relevant factors of the brief, need or opportunity are clarified.
- The purpose, goals, constraints and requirements of the final product/service/process are specified.
- Develop a range of creative approaches
- A range of different, innovative and creative approaches and concepts is generated.
- Different approaches/concepts are reviewed for feasibility, innovation, creativity, and acceptability to client or audience.
- Possible constraints are identified and the approaches/concepts are checked against these to determine feasibility.
- The social, ethical and environmental impacts of the approaches/concepts are taken into consideration.
- The effects and advantages of various combinations of activities, systems, processes, staff, materials for achieving a creative, innovative and appropriate outcome are investigated.
- The concept(s) or approach(es) that achieve the required outcome in an innovative and feasible way are selected and draft proposals representing those approaches are documented in an appropriate format.
- Seek opinions of colleagues and a range of creative and technical experts/specialists
- Adjust and refine proposal on the basis of advice received and evaluation
- Determine advantages and disadvantages of each approach/strategy based on criteria such as creativity, appropriateness to the user/audience, cost-effectiveness, level of risk, potential benefits and technical feasibility.
- Proposals are evaluated and the approach which will result in achieving the desired outcome is selected.
- Develop the concept to an operational level