Fat Models

Userfocus

• who are the target audiences (not everyone, prioritise)
• expectations between client and agency (red wont work for our user because … problems not solutions)
• clients resposiblity to highlight issues and ours to provide solutions

Inormation Architecture

• ensure content is grouped for user not internal structures

Goals

• why does client have a website?
• what do you want it do do for you
• whats the business goals? (increase sales, sales leads, quality of lead is important – encourage high quality leads not just leads)
• measurement, success criteria, whats the best way to measure success – something to aim for, not a hard and fast rule. Outside indfluences can affect goals.

Previous versions

• what works on current site and why – is something popular distracting from the main goal
• what’s the top 3 issues
• ask what most important content is on the site can you get rid of anything?

Other Sites

• cover competitor sites, what do you like?
• focus on areas that differentiate sites, should client differentiate from others of use convention eg. marketing speak or plain english

USP’s

• why do people do stuff on this site
• calls to action
• strategic goals or changes in direction coming up (rebranding)?

General

• branding Corporate ID constraints,
• tech constraints, hosting, legacy systems may need to integrate with
• assets (content, images) who does what
• what is expected of client and when?
• timescales, milestones, project management
• contracts, payment terms
• support expectations