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The Website Design Process: Step 3
Now that the groundwork is laid you can firm up your drafts
into project specifications and work up some creative concepts
to present to the client.
Step 3: Concept Development
- Develop information architecture and website navigation.
- Develop creative concepts.
- Assign password for client access to drafts.
- Submit minimum of 3 initial drafts to client.
- Select concept direction; agree on revisions/refinements.
Develop Information Architecture and Website Navigation
For large projects, compose a formal Specifications Document
from the estimate and the draft flowcharts or outline.
The specs should include everything that the project will
entail, including:
- Online mission and goals
- Flow strategies
- Information architecture
- Navigation
- Page layout
- Overview of the content and strategies for each page
- Description of technologies (backend functions and interface)
- Styleguide
The Specs will be a living document — some things will
change and grow as the process progresses. The mission statement
and goals, however, should remain fixed and should be constantly
referred to throughout the process. Nail the mission and goals
on a wall above your computer. Post the Spec Document to an
online project development area so your client can review
and approve changes.
For small projects you may use the final estimate as your
Specifications Document.
Either way, it's important to get the scope of work in writing,
and approved by the client to prevent "scope creep".
It's common for a client to request additional work as the
project evolves. If this additional work does not appear in
the specs then inform the client that the request is "out
of scope", but that you'll be happy to submit an additional
estimate for their request.
Firm up the information architecture (IA) and site navigation,
and include them in the specs.
Develop Creative Concepts
Much of what you've done so far has been admin. Now the fun
part begins. Use the mission and spec strategies to create
some "comps" (comparables). These are drafts of
the website pages you envision, including branding, page layout
and main navigation.
Use the ol' 
Lorem Ipsum to fill in the content blocks for now. These
should be smooth and beautiful, very much like the finished
page, to present to the client.
Develop at least three comps with different styles and layouts.
One will be your favorite but let the client pick their preference.
All of your comps conform to the specs so it's mainly a matter
of personal preference. Giving the client a selection to choose
from pulls them into the process and generates excitement
for them, gives them a sense of control and ultimately, when
the site is finished, they will be proud of the website they
helped build. Clients enjoy being part of the process and
they will look forward to working on future projects with
you.
Assign Password for Client Access to Drafts
You'll need to set up a development and proofing area on
your server. This can be a mini-website developed especially
for them where they can view the specs and comps, and ultimately
the final website you develop for final proof.
The Dev & Proof area should be password protected to
prevent the competition from stealing the ideas and to prevent
the public from viewing your private conversations. A robot=none
meta tag is not adequate protection.
Submit Minimum of 3 Initial Drafts to Client
Notify the client that the comps are ready for their review,
and ask them to select one for further development. Ask them
to provide specific feedback on what they like and don't like.
Select Concept Direction; Agree on Revisions/Refinements
Your discussion may take place face-to-face or via email.
For clients who have a difficult time making a decision, face-to-face
is best if possible. If you're doing business online via email
you can provide a recommendation and explain your preference.
At this point you are beginning to, or already have developed
a friendly relationship with the client. Watch that scope
creep. After seeing the comps the client may get a flash of
inspiration and ask, "what about this... can we add a
(something) here?".
If it's a good idea, "Sure," you say, "I'd
be happy to. I'll work up an estimate for that."
Oh, yah, the client thinks to themselves, that's out of scope.
They may think twice and change their mind or agree to the
additional expense.
Watch that the friendly feeling you have for the client doesn't
cause you to do free work for them. Business is business.
You can develop a friendship with the client but don't shortchange
yourself.
At this point the project is starting to take on shape. Your
goals are clear, the mission is still central to all decisions,
and one or two of the comps are emerging as favorites. Next
you'll be refining the comps and helping the client develop
their content.
Step 4: Design Development >
Overview
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