This is incredibly important because we need to balance the needs of the business with the needs of the user. In this instance, it was not a formal written brief but rather a serious of meetings where we gathered business requirements and prioritised those requirements with the client. It is essential to prioritise almost everything as you will at some point need to make difficult decisions on scope, timings and budget this will guide the team.
if you have an existing product it is essential to properly understand how well or badly the current product is performing. You do not want to remove functionality which customers expect and find useful or introduce a process that the business can not support.
Understanding the data can give some clear insights into how users are currently trying to experience your brand. Even the simplest information can be vitally important
- Purpose of visit
- Search terms
- New, returning, bounce rate, and dwell time.
- Age demographic
- Device type
Wherever possible and if the budget allows you should try to get some customer feedback on the existing site. In this case, it was a very light touch and mostly friends and family. Even that small amount allows you to be better informed.
We conducted a competitor audit. Not just other premium jewellery brands but brands that we felt lived in the same mental space as Alex Monroe. For instance, if we were thinking like a collector which sites did a collector go to and it may not be jewellery. It may be something like expensive camera equipment or boutique fashion brands. Understanding where your brand sits in your customer’s mind is important. e.g an AM customer will likely shop at Waitrose’s and buy furniture from John Lewis or next. If that is the case what content and functionality may those users expect the site to offer?