Marketing Website Design Workshop

When to Use

• Kicking off a new marketing website design or redesign

Outline of Goals

1. Determine how we want to present ourselves
2. Determine who we’re talking to and how they want to be reached
3. Determine how we’re going to reach them with our website

Agenda

1. Review Workshop Worksheet
   1. Why
   2. Brand Values
   3. Personality Spectrums
2. Target Audience: Empathy Map
3. Target Audience: Questions & Information
4. Desired Journeys
5. Review Inspiration: Likes & Dislikes
6. Moodboard
7. Wireframe Storyboard

Prep Work

1. Create Workshop Worksheet
2. Participants read any prep material
3. Participants complete Brand Design Worksheet
4. Participants complete Workshop Worksheet
5. Participants collect inspiration
6. Create a slide deck to store your output

Creating the Workshop Worksheet

1. Identify the target audiences in advance
2. Have at least rough personas defined
3. Create an empathy map template for each audience
4. Add pre-filled out items in the empathy maps that are pulled from the personas

Review Brand Design Worksheet

What, How, Why

1. Going around the room, each person reads their answers aloud and the facilitator writes them on the whiteboard.
2. No argument or discussion yet.
3. Each person looks at the list and quietly writes down their favorite answers.
4. Going around the room, each person reads their votes aloud and the facilitator marks the votes on the whiteboard.
5. Discuss what and how for about five minutes each, but don’t argue the semantics — it’s not that important.
6. At the end of each five-minute segment, the Decider chooses her favorite answer.
7. Discuss why for about ten minutes. This can be difficult, so agree that today’s version will be a placeholder — you can come back to it later.
8. After ten minutes, the Decider makes the call.
9. Take a photo of the whiteboard and add it to your slide deck.

Brand Values

1. Going around the room, each person reads their values aloud and the facilitator writes them on the whiteboard in one giant list.
2. No argument or discussion yet.
3. Each person looks at the list and quietly writes down the three values they think best describe the company.
4. Going around the room, each person reads their votes aloud and the facilitator marks the votes on the whiteboard.
5. Discuss for about five minutes.
6. At the end of five minutes, the Decider makes the call. Give her a few minutes to quietly write down her top three values, in order. This is the hard part, but it’s also the key to success—you must narrow down to three, and most importantly, you must choose a single most important value.
7. The Facilitator writes the final decision on the whiteboard.
8. Take a photo of the whiteboard and add it to the slide deck.

Personality Spectrums

1. Draw the spectrums on the whiteboard.
2. Everyone write on a Post-It there name for each range and place it where they believe it lands on the range
3. Discuss any diagram where people disagree about where the company should be. For example, if Andy put a dot right by “Mass Appeal” and Beatrice put a dot right by “Elite”, they should explain their positions. Time this discussion—it needn’t take longer than five to ten minutes.
4. At the end of the discussion, the Decider makes the call. She should be given a few minutes to quietly plot her final choices on the whiteboard.
5. Take a photo of the whiteboard and add it to the slide deck.

Target Audience: Empathy Map

On a whiteboard add Post-Its to the appropriate sections. Take photo of the whiteboard and add it to the slide deck.

What do they say?

• What have we heard them say?
• What can we imagine them saying?

What do they hear?

• What are they hearing others say?
• What are they hear from friends?
• What are they hear from colleagues?
• What are they hearing second-hand?

What do they see?

• What do they see in the marketplace? In their immediate environment?
• What do they watching and reading?

What do they think and feel?

• What are their goals and desires?
• What job(s) do they want or need to get done?
• What are thoughts and feelings that might motivate them?
• What are their fears, frustrations, and anxieties?

Target Audience: Questions & Information

What are the questions our audience needs answered to make them move forward with us? What are they looking for? Focus on a single audience at a time and repeat these steps for each audience.

1. Each person quietly writes down their own list of questions and information that the audience needs to make a decision to act (your action will be unique to your business process - ex. request demo vs sign up).
2. Going around the room, each person reads their list aloud and the facilitator writes one giant list on the whiteboard.
3. No argument or discussion yet.
4. Each person looks at the list and quietly writes down the two items they believe are most important.
5. Going around the room, each person reads their votes aloud and the facilitator marks the votes on the whiteboard.
6. Discuss for about five minutes.
7. At the end of five minutes, the Decider makes the call. Give her a few minutes to quietly write down her top three audiences, in order.
8. The Facilitator writes the final decision on the whiteboard.
9. Take a photo of the whiteboard and add it to the slide deck.