Why We Need Blueprints for Ideas

Why We Need Blueprints for Ideas


In any major engagement with a client we begin with a phase we call BluePrinting. This is the time during which we develop a shared understanding of what we need to create, how to approach it, and everyone’s role in making it happen. BluePrinting ensures that the vision each member of the project team has in their head is the same, and that the functional and technical details are clearly described.

The tangible outcome of this process is a detailed workplan (which we so cleverly call the BluePrint) for the remaining phases of the project. Along with a written summation of the project objectives, audience profiles and market landscape, the BluePrint also includes such elements as a customer experience map, user personas, moodboards, core messages, information architecture diagrams, and wireframes.

Though these visual artifacts can seem ancillary to the actual design deliverables, they are critical to the success of our projects. Through them we form a visual vocabulary that allows the entire project team, including those who may be unfamiliar with design process and vernacular, to find context and common ground.

Visual thinking leader Dave Gray explains that there are essentially three types of language people use to communicate with each other and the world around them:

  1. phonetic — speech and its equivalents in sign language
  2. symbolic — quantitative and specific (i.e. math)
  3. visual — words, shape, and image

Visual language is necessary when an idea is either too abstract or complex to clearly describe phonetically or symbolically or when there is overwhelming volumes of information. This is often the case at the beginning of a project when ideas are in their infancy or when people are feeling stuck by information overload.

Visual documentation can help to organize thoughts and show where there are gaps in thinking, in process or in product development. For example, when everyone can see a map of the pages for a new website, it becomes more clear how the information should be categorized and what topics might need additional development.

Visual language can be used to communicate in a non-linear fashion and to demonstrate things that work in more than one dimension. Filmmakers use storyboards to explain what's going to happen from scene to scene or when multiple activities should be shown happening concurrently. Similarly, we use storyboards and user flow diagrams to describe how certain elements should behave or intended pathways through a website.


With visual language we can identify something uniquely, and we can shorten the length of time it takes to understand a concept. This is especially important for projects that involve a number of stakeholders or require a long timeline where the types of people and their participation will vary throughout the course of the project.

Visually documenting our work with clients through BluePrinting and during other phases of a project improves our learning, our thinking and our ability to communicate which in turn leads to better outcomes for our clients and ultimately their audiences.