business design objective worksheet
Step 1 of 8
(1) General Information
What excites you about this project?
Tell me briefly about your company:
What makes your product better than those of competitors?
Describe your goal for this project in less than 10 seconds:
(2) Current Site
Do you feel your current site promotes a favorable user experience? Why or why not?
What specific areas of your current site do you feel are successful? Why are they successful?
What shortcomings exist with the current site, and what three things would change on the site today if you could?
Have you conducted usability tests or gathered visitor feedback for your current site? If so, how long ago?
Please include any reports or findings
How important is it to maintain your current look and feel, logo, and branding?
(3) Reasons for new site
What are the main reasons you are redesigning your site or creating a new one (new business model, outdated site, expanded services, different audience)?
What are your primary online business objectives with the site redesign? What are your secondary objectives? (Examples include increased sales, marketing/brand awareness, and fewer customer service calls.) Please discuss both long-term and short-term goals.
What is the main business problem you hope to solve with the site redesign?
How will you measure the success of the solution?
What existing strategy (both on and offline) is in place to meet the new business objectives?
(4) Audience/Desired Action
Describe a typical site visitor. How often are they online, and what do they generally use the web for? Give basic demographics: age, occupation, income level, purchasing habits.
(Use as much detail as possible in profiling your target user. Profile more than one type if appropriate
What is the primary "action" the site visitor should take when coming to your site
(make a purchase, become a member, search for information)?
What is your target market?
How do you plan to get repeat visitors?
What are the key reasons why the target audience chooses your company's products and/or services (cost, service, value)?
How many people (as far as you can tell) access your site on a daily, weekly, or monthly basis? How do you measure usage? Do you forecast usage to increase after the site launch, if so - by how much?
Use a few adjectives to describe how your site visitor should perceive the new site. (Examples include prestigious, friendly, corporate, fun, forward thinking, innovative, and cutting edge.) Is this different than the current image perception?
How is your company currently perceived offline? Do you want to carry the same kind of message through your website?
How does your company differentiate itself from competitors? Do you think your current audience differentiates you from your competition? Please list competitor URLs.
List the URLs of any sites you find compelling + What specifically do you like about these sites?
How many pages will your site have?
Will this site use existing content from the current site?
What is the source, who is responsible for approval, and has the content been audited?
Will you be creating content in-house or using an outside provider?
What is the basic structure of the content, and how is it organized? Is it a complete overhaul of the current site or an expansion?
Describe visual elements or content that should be utilized from your current site or marketing materials (logo, color scheme, navigation, naming conventions, etc.)
How will the content of this site (along with functionality and navigation) expand or differ from your current site? Do you have an existing sitemap for the outgoing site structure? Do you already have a sitemap or outline for the proposed redesign?
(7) Marketing & Updating
How do most people find out about your current website? What kind of triggers prompt a visit (referral links, incentives, search engine terms)? What methods of distributing the URL already exist within the company on and offline?
Briefly, what are your short-term marketing plans (specifically, for the site redesign and the 6 to 12 months following launch)?
Do you have an existing or planned marketing strategy in mind (other than what we have discussed in person) to promote this site redesign?
If so, please describe…
Do you intend to keep the site updated?
How often? Who is responsible for updating and providing content?
(8) Additional Information
Please take as much space as you need.
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