Discovery
In the discovery phase, our goal is to bring clarity to two fundamental questions: why are we doing this and who are we serving?
The answer to the first question may seem obvious: in most cases, we’re doing it because a client needs a new website. But the motivations that underlie that objective are key to evaluating how to approach a project. We dig deep into any problems or pain points with the current website or brand. We review organizational goals and plans to understand where the client is and where they’d like to go.
The organizations we work with aren’t just monoliths, either. By engaging with a variety of internal and external stakeholders, we can understand the organization from many different perspectives, collecting a holistic and nuanced view of their work.
In addition to the organizational stakeholders, whenever possible we engage with users of the website, as well as observers who may not be the intended audience but whose opinions matter. For example, a direct service organization might need a website that helps its clients access services, and similar organizations in another city might look to them for best practices and guidance. The website design should consider them as an “observer” audience.
The methods we use at this stage in the design process are targeted engagements with stakeholders, users, and the website itself. We conduct interviews to get first-person accounts of goals, problems, and preferences from a variety of stakeholder types and priority audiences. Surveys and focus groups can help us efficiently scale up the research process to include larger audiences with diverse preferences.
We also perform a deep dive into any existing web presence that our client has, and how it compares to competitors or aspirants. Heuristic analysis, through which we evaluate an existing website with an eye towards best practices and usability, can reveal simple ways to improve users’ experiences on a website. We look at websites from comparable organizations and draw lessons from how they solve similar problems.