phases:
1. gather
product - features, flow, usecase, value proposition market - landscape (overview, features, audience, positioning) audience - archetypes (industry, geography, ticket size, channels, behaviour, needs + goals) (primary + secondary + tertiary) 2. position
content messaging (structure + tone of voice + microcopy) visual messaging (narrative + colors + typography) 3. ideate (layouts + navigation + interactions)
4. execute (design + responsiveness + microinteractions + variations)
process:
platform brief
features, flow, usecase, value proposition audience
primary + secondary + tertiary (industry, geography, ticket size, channels, behaviour, needs + goals) competitor analysis
landscape (overview, features, audience, positioning) visual analysis (asset breakdown, colors, typography, layout) wordcloud
emotions, keywords, objects, style, etc. positioning
content messaging (structure + tone of voice + microcopy) visual messaging (narrative + colors + typography) moodboard
stylescape
concept designs
high fidelity design
asset design
responsiveness
interactions
handoff
