1. Establishing goals
We develop an understanding of the client’s business objectives and desired outcomes. It’s important to know the context of the project, so we look at the company’s overall strategy and how the project fits into this. We establish the parameters of the project and the metrics that will be used to measure its success.
Through extensive research, we build a picture of the client’s target audience and ideal prospects. The output of this is a range of ‘personas’, fictional representations of typical clients – who they are, what they do and what they want. Personas are used throughout the project to test and evaluate the assumptions made and solutions proposed.
3. Main concepts
In order to validate the core elements of the website strategy, we use an agile project tactic. We test out theories and expectations about the business and the website to form a value proposition for each product, offer, service, etc.
4. User journeys and research
We use our previously defined personas to consider their entire journey – before, during and after their contact with the website. We analyse each step to see if the interactions they have are providing a positive or negative experience.
5. List of features
This is a longlist of every feature and idea we have for a website (100 – 200 options that could bring value). We carefully select those that have the biggest impact to specify the core functionality of the website.