BriefsA number of “briefs” must then be drawn up before moving forward on the site development:
- Strategic brief: Outlines the strategic direction for the site. It includes a mission statement, marketing goals, competitive analysis, user requirements, branding strategy, and the metrics used to measure project success.
- Technical brief: Describes the visitors’ equipment, including monitor size, connection speed, processor speed, amount of RAM, color depth, installed plug-ins, etc.
- Functional brief: Delineates what the site should do for visitors now and in the future. Be careful to separate the functionality from the execution. Keep the technical constraints of the typical user’s PC in mind, and avoid “feature creep”–enlarged project scope due to poor planning in the initial stages.
- Creative brief: Lays out the proposed visual design directions, the objectives of the upcoming creative exploration, the audience, the “story” the site should tell, and the tone and imagery of the site.