3. The role of digital briefs is to outline
the experience that connects users
with the brand.

4. Digital briefs:
1. Translate insights into ideas on how to add value to user
behavior.
2. Connect users with the brand.
3. Select the experience system dynamics.
4. Set the parameters of the experience.
5. Inspire execution and set the plan of action.

5. Best digital briefs help solve a
problem by generating an idea on
how to creatively add value to
users’ lives.

7. Components of a digital brief.
1. The context.
2. The opportunity.
3. The goal.
4. The strategy.
5. The audience (personas).
6. The assignment.
7. The rollout plan
8. The success metrics.
9. The desired effect.

8. Components of a digital brief.
1. The context.
2. The opportunity.
3. The goal.
4. The strategy.
5. The audience (personas).
6. The assignment.
7. The key touchpoints.
8. The success metrics.
9. The desired effect.

9. Experience system.
System goal.
What is the purpose of this system? What kind of behavior does it seek to transform?
System dynamics.
How does the system behave? What is its inner logic? e.g. social accomplishments, gifting,
bartering, collaboration, sharing, gaming, competing, rewards, interactivity, etc.
System tasks.
What are the specific tasks of the system? e.g. create awareness about the brand, drive
product sales, drive traffic to the site, inspire repeated visits, etc.
System parameters.
What is this system and what is it not? e.g. it’s highly interactive, open, rewarding, social,
participatory, etc.

10. Infuse insights from macro-trends
to come with with an idea.
Use inspiration from micro-trends
to come up with the execution.