Why Embedded Product Design Beats Brief-Based Agency WorkWhy Embedded Product Design Beats Brief-Based Agency Work
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With one of our clients we have been working together long enough that I am in their Slack more than I am in ours.
No briefs, no scoping call for every small thing. The work comes off their board, I see the problems at the same time their team sees them, and most days I know what is coming before anyone asks.
It took me a while to understand why this works better, and I think it is this. An agency needs a brief before it can start. That is fine for a website, a website has a beginning and an end.
A product does not work like that. Most of the design work inside a shipping product is small and continuous. An empty state nobody specified. A table that stopped working at forty rows. A flow that made sense before you added the second type of user.
Nobody writes a brief for those. So under an agency model they never get done, and the product slowly drifts.
This is the part I would not have understood from the outside.
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