If you’ve done your job during the sales process, you’ll have a solid understanding of what you’re building when a project kick offs. Knowing what is important, but there is still more to learn before you can actually start designing. Finding the right design approach requires a unique line of questions.
We’re always evolving our design discovery process. We’ve found the more informed you are at the start of a project the more successful the end result. Getting the right information is a product of asking the right questions. At 3.7 DESIGNS, we’re always monitoring, adjusting and updating our questions.
We commonly ask the following questions during our design discovery process.
- What is your number one objective in this project?
- Do you have any other objectives? Can you rank them by priority?
- Is there anything about your existing website that doesn’t work well?
- Is there anything about your existing website that works particularly well?
- Describe the typical touchpoint-to-sale process for your company?
- Who individually, or what departments have a vested interested in the outcome of this project?
- What is most important to them?
- Can you rank them in terms of priority?
- What different groups of people do you anticipate using your site? What do they care about?
- What is the primary task they’re looking to accomplish by using your site?
- How do they learn about your company/product/service?
- How familiar are they with technology?
- Is this a casual visit or a goal driven visit?
- Are they likely to be mobile when visiting?
- Can you rank the users in terms of importance?
- Who are your direct competitors?
- What makes you different?
- Can you rank the competitors in terms of closeness?
- Are there any non-direct competitors? (i.e. alternative products or services.)
Priorities and Metrics
- Please rank your needs, stakeholder needs and user needs by order of importance
- How can we measure the success of meeting these needs? (This usually is collaborative.)
- Do you have any brand guidelines?
- Do you have official brand typefaces?
- Do you have official brand colors?
- Is there a style, tone or specific imagery we should consider?
- What archetype does your brand align with?
- If you could only tell a visitor one takeaway, what would it be?
- What is the personality of your brand? Describe it in five adjectives.
- If your brand was a car, which car would it be and why?
- How should someone feel when they first see your site?
Making Design Discovery Work
The direct answer to many of these questions is less important than the discussion that they spur. Your goal is to get the client comfortable enough where they’re able to elaborate and provide in-depth answers. It’s critical you fully understand the answers as well, it’s not enough to take notes and make assumptions.
Also, pay attention for opportunities to dig deeper. Some questions will have quick answers where others will turn into entire conversations. Much of the golden insight is found in the later.
If you’re looking for help with your next website redesign, give us a shout. We have over ten years of business experience in WordPress development, user experience design, search engine optimization and graphic design.