The goal is to get a Shared Understanding of exactly what the project needs. Jumping off from the RFP and the Discovery Session kick-off (with the Pembina Institute and Incite) we will do a deep dive to clarify the site objectives, better understand the key audiences and their website needs, and ensure we are all on the same page in terms of branding. We will conduct research, leveraging all available data and reports provided, while supplementing with desktop research and some necessary primary research.
Elements include
- Stakeholder engagement (including interviews if necessary)
- Defining the site goals and audience
- Assessing current state of website assets
- Analytics review
- Existing IA review and diagnostics
- SEO and keyword analysis
- Analysis of all affiliated program websites and Pembina Institute microsites
- Analysis of other online tools used
- Comparator audit of similar organization websites
Delivarables
- Discovery Findings Summary presentation of background research.
- Creative Brief Guides content, design and UX decisions and includes site goals, audience, user needs, branding, and other context that will help in the strategy phase.