Jude Pullen - Designing for Questions and Provocations

Jude will share his insights on why companies, both large and small, should keep an open brief at the beginning of the design journey. The Brief should ‘leave room’ for ideation to occur while the project is ‘in the wild’, reacting to feedback and critique, avoiding confirmation bias in the team and hence outcome. To do this, a deeper awareness of ‘Beta Testing’ is essential, and to allow for multiple variations of success, as well as allowing failure to also avert doubling-down on the wrong things. For any industry which has subjectivity and a brand strategy, this can be a powerful way to disrupt in a way that strengthens the bond between company and consumer.