An incomplete brief causes repeated changes in direction. Bring business goals, existing materials and a clear approval process to the first discussion rather than a copied competitor screenshot.
Practical steps
- Define your audience and the main contact action.
- List the pages alongside the content already available.
- Agree on deadlines and the person approving the work.
Define the scope
Start with what the customer wants to do. Pages, copy, images and forms should support that task. Evaluate mobile use as well as desktop appearance before approving the design.
How to check the result
Assign a content owner and a test scenario. Ask a first-time visitor to understand the service and complete the form without help; record where they struggle.
A common mistake
Do not decide from screenshots alone. Real copy, long titles, error states and small screens can reveal different problems.
Example application
For example, test a manufacturer’s product discovery and quote enquiry separately. Colour preferences and difficulty finding information need different decisions.
