Build a Solid Foundation
Conduct customer and key-stakeholder research determining the brand's business objectives, current market overview and key competitors. Evaluate existing user flows and couple with technical landscape to focus the brand's ideal delivery platform. Planning immediate and long-term goals and roadmap necessary investments.
Detail users' level of brand engagement by identifying use cases. Develop key persona matrix by archetype, value, motivation, needs and goals. Identify prime interaction behaviors and plan necessary content/drivers to persuade action. Outline success metrics for identifying brand engagement and progress along the buyer journey.