– the most important part of the project; the most neglected part of a project.

In the process of developing a successful and outstanding on-line and interactive solution you have to honestly answer the big questions. The answers, and indeed the questions, are not always the obvious ones. It is too easy to jump into coming up with ideas of what a site should have on it or how it should look without thoroughly examining the WHY.

Here are some of the top-level questions we start with to make sure the design process has integrity and is derived from first priciples. These are the tip of a usually surprising ice berg whose shape can define the future of a company:

1. Who are you?
   
   • A company that sells things
   • A company that sells services
   • A government department that provides services
   • A start-up with big ambitions
   • Etc
   
   
2. How do you currently project yourself?
   
   • As reliable and stable.
   • As innovative and leading edge.
   • As value for money.
   • As the crème de la crème .
   • Etc
   
   
3. How do people really see you?
   
   • In line with our assumed image
   • As rather tired and used up.
   • We are hardly on the map.
   • Etc
   
   
4. Who owns this project?
   
   • The boss does
   • The training department
   • The marketing department
   • A middle manager
   • Etc
   
   
5. What is the range of outcome expectations?
   
   • What are your goals with the project? Now? 6 months 2 years etc
   • Who is the target audience?
   • What do you want the target audience to do after they use your site/ product?
   • What do you think the target audience really needs or wants to be able to do/ experience?
   • Etc

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