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Web Workflow for New Sites (at a High Level) by Mind Map: Web Workflow for New Sites (at
a High Level)
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Web Workflow for New Sites (at a High Level)


Goal: Get everyone on the about what it is we're trying to accomplish

Exercises from Project Management Samurai

Audience Research and competitive analysis

Goal: Learn about the people we are trying to reach and who we'll be competing for their attention with

Message Development

Goal: Get our messaging down

Product Requirements Gathering


Generate user stories to figure out how we're going to connect our messages to our audience

Prioritize and estimate these stories

Content Strategy

Goal: Figure out what content needs to be developed and which channels it's going out over

Keyword Reserach

This is one of the big ones that I have a question on: how early should we do keyword research. A part of me wants it as early as message development, or even earlier.

Figure out what our audience searches for so we know how to write and label our content

Now folded into content strategy

User Experience Design


Figure out how the site will function in terms of navigation, content types, and basic layout

Visual Design

Goal: Figure out how the stuff figured out in UXD is going to look and an overall look-and-feel for the campaign

Community and Outreach Strategy

Goal: Combine content resources and keyword research to figure out how we're going to get people to the site and keep them engaged. This is where we figure out all the off-site channels and any community stuff we want on the site


Goal: Create the stuff we'll use! Production is an iterative process where we repeat several of the steps above for the stories gathered in the requirements phase

What does production look like

Iterative Software development, Take what was created in User Experience design and visual design and convert it to working application code

Iterative prototyping, Staying a step ahead of development, prototype the next parts of the project and test them with real user

Iterative design, As user experience deliverables are tested and confirmed, style them to be coherent with the overall look and feel of the campaign

Copywriting, Working from the content strategy, any copy associated with the current feature is created, tested, and edited

Governance and Content Maint, As we move from new copy to reviewing and maintaining the existing copy

Acceptance Testing, We'll show you what's been done in an iteration, you'll say whether it's what you expected, and we'll deploy it


Once enough code and copy has been accepted, we'll deploy your site. This means the world can see it

Outreach starts in earnest around deployment to drive traffic to the site


Goal: Figure out how the things we've deployed are working and where to go next


As we get data from analysis on the performance of existing features, we'll work together to determine whether budget is best put toward backlogged features or refining already deployed functionality, which means a return step 8 to production


Format for Document version

Overview, What do we do in this step?

Why we do this

Phase and orientation in process

What's next

What's before

What's through

Who is involved

What are the deliverables

Overall goals

Produce high quality work quickly and inexpensively, By high quality work, we mean work that accomplishes your actual goals by connecting visitors with your messages and goal-actions

Keep change cheap, Change is a fact in any development project; our goal is to work as the lowest possible fidelity to keep change cheap

Keep everyone's eyes on the prize, From the outset, we focus on what we about the world we're trying to change

Fail faster, Great companies fail faster and pivot; if you expect to get everything right the first time, you are setting yourself up for overall failure, Our approach constantly tests our work product and pivots our tactics to ensure that we're always learning and improving

Effectively uses your budget, Once we have our strategy down, we build as little as possible at a time and keep our work constantly production ready; this means that we're always working on the most important parts of your site at any given time

Test everything, At each stage, we work to setup conditions to verify that our work has been effective

Drive the process with repeatable deliverables, For us internally, the goal here is to have repeatable, templated deliverables that we can estimate well and produce with a minimum of fuss; that makes this a product

Scalability, This is a full menu of services. Depending on budget and goals, we may elide steps


Requires an involved client, This is an iterative approach; that means we're going to be showing you progress at a quick clip, but it also means pretty frequent reviews and pretty heavy involvement. If you can't be involved, we may need to set our sights lower

Occurs in the real world, The approach depends on being able to know about our audience and even get ahold of some of it at several stages. This means we can't just go off in a vacuum and produce something brilliant; we're going to need to recruit real people and test our ideas

Is unashamedly iterative, We will always produce our best work; however, we know that we'll improve with time and won't get things right the first time. You have to be comfortable learning and testing constantly; if you expect a soothsayer, you may need to find someone else to work with

Feels complicated, Because we're strategic, there are a lot of steps here! That makes the whole thing feel a lot more complicated than "a comp of the homepage and a website in two weeks." Our goal is to keep you working strategically; if you just want to do stuff and worry about whether it works later, this won't work for you