Purpose and objectives

This is where we set out why your company is investing in the project. We start by establishing the purpose of the solution, why it exists and what it is intended to achieve. This usually takes place in consensus-building workshops involving the stakeholders. There are usually short-term objectives as well as long-term ones, and they can be in different areas, for example technology, business, user experience. They are sometimes expressed as impact objectives with data points and indicators that can be referenced during the project and in the optimization phase.

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Situation analysis

We examine the point of departure with an expert assessment of the existing solution. The assessment does not normally take long, and looks at the solution in terms of various measures including design, accessibility, mobility, usability and web analysis. This allows us to familiarize ourselves with the field you operate in and to pick out your company’s strengths and weaknesses.

Brand and values

We study the brand and what it stands for. There are often keywords or a positioning that must be considered in the design and execution. This is particularly important if the web site is aimed at the outside world or consumers, and also if the web site is just one of many places where the customer comes into contact with the brand. The overall experience must be coherent.

Comparative analysis

It is nearly always a good idea to perform a comparative analysis to find out what your peers are doing. The aim is to reuse elements where possible and establish a market benchmark. We normally also draw upon existing target group analyses and design guidelines.

Target groups and user groups

We analyze what kind of people will use the solution. We create descriptions that can be used in the design process in the form of personas and user groups, with varying priorities according to how much they contribute to value and the impact objectives. We’re interested in driving forces and needs that are important to design for. We usually describe the following parameters for visitors – Know-Feel-Do-Dislike-Must. Internal target groups within your company can also be included. This makes it easy to link desired impacts with implementation activities and effective working methods. The users’ needs are then set out on an impact map.

Generating ideas

It is often a good idea to generate ideas early in the concept phase. We use various different creative ideation techniques. All these techniques help us create a number of ideas, which are then scrutinized and ultimately selected on the basis of originality and feasibility. The result is usable input for scope definition.

Function and content

To achieve your objectives and those of your users, we need to define the content and functions which, when combined, will create value. The process usually starts by analyzing the content and functionality of the existing solution. This reveals what is missing and what needs to be created or changed. The requirements are usually added to a backlog with acceptance criteria and ideas for possible solutions. The scope is important information for the concept phase.


We also examine how the solution will be made accessible. This includes determining which devices and browser versions will be able to use the web site, the choice of web standards and features for the disabled. It is useful to be aware of these factors when the concept is established, and they affect the way the interface is coded.

Concept phase

The analysis phase is documented and presented. Before concluding the analysis phase and starting the concept phase, we run a consultation process to obtain approval.

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