Elements and Performance Criteria
- Interpret the brief or clarify need or opportunity.
- Explore the brief, need or opportunity for innovation, investigate and clarify the context for the new product or service.
- Clarify purpose, desired outcome or end product, broad content, style, cost, intended audience or user and other relevant factors of the brief, need or opportunity.
- Specify the purpose, goals, constraints and requirements of the final product, service or process.
- Develop a range of creative approaches.
- Generate a range of different, innovative and creative approaches and concepts.
- Review different approaches or concepts for feasibility, innovation, creativity and acceptability to client or audience.
- Identify possible constraints and check the approaches or concepts against constraints to determine feasibility.
- Take into consideration social, ethical and environmental impacts of the approaches or concepts.
- Investigate effects and advantages of various combinations of activities, systems, processes, staff and materials for achieving a creative, innovative and appropriate outcome.
- Select concepts or approaches that achieve the required outcome in an innovative and feasible way and document draft proposals representing those approaches in an appropriate format.
- Seek opinions of colleagues and a range of creative technical experts and specialists.
- Adjust and refine proposal on the basis of advice received and evaluation.
- Develop concept to an operational level.