An approach overhaul

The prize for successful change is huge

We brought together a round-table of experts to discuss the factors responsible for design drift, along with the tools, strategies and ways of working necessary to address it.

The prize for successfully overhauling the way the sector approaches management of design is huge.Not only can it greatly enhance the experience for customers, it can also be a key driver in reducing construction waste and improving the industry’s productivity.There was widespread agreement that failure to produce a thorough client brief in the earliest stages set things on a course it was hard to recover from.One attendee noted: “Briefs can be loose – sometimes due to a lack of technical expertise on the customer team. Even when that knowledge is there, it may not extend to the person ultimately making the purchasing decision.”

"It stands to reason that the initial cost plan is generally correct, because that is how much money the client has. What then happens is that the design becomes divorced from the cost plan, leading to panic, re-work, 'value engineering' and general inefficiency."

Another added: “Crossed wires at this early stage can be disastrous.If the client thinks the designers are adhering to a cost plan, while the design team thinks they are working to a brief, you can quickly find yourself in a perfect storm.”"We have to stop design from becoming divorced from the cost plan. That takes discipline and collaboration."

How brave is the industry with customers?

The industry is bold and always challenges customers
We are getting there, but could always do more
Collectively we have a long way still to go

Collectively, we need to be braver with clients. We need them to understand and buy into investing in the briefing process. Initially, they may not be happy with that – but you can’t have a baby without the labour pains.

The consensus was that early and open dialogue between all parties combined with a diligent approach to communicating the cost plan allowances was key to avoiding this.One participant said: “It can be difficult for consultants operating in silos to know what the cost plan will allow for.“The solution is effective communication. We need to bring all of the right people – designers, consultants, contractors and supply chain – around the table to develop the brief from the cost plan.Time and resources put into this kind of open and inclusive discourse nets an incredible return on investment.”