When using the phrase "design strategy" in relation to a website, here's how I’ve seen it defined (and I’m paraphrasing here):
- Design strategy is determining how to make a website that meets business objectives and user needs through analysis of user research, business goals, source content, brand guidelines, and identified competitive differentiation.
So, here's my question: Is "design strategy" really the best moniker for this effort? To me, the term by itself conjures up a visual, graphic design association.
But if you Google "What is design strategy," here are a few other definitions:
- A discipline which helps firms determine what to make and do, why do it and how to innovate contextually, both immediately and over the long term. (Wikipedia)
- A process developed by designers to efficiently find a visual solution to a stated business need or problem. (Design Council, UK)
- Using design research (such as consumer observation and fast prototyping) strategically to help identify new product categories and extend core brands into other markets. (Business Week)
This is getting really confusing.
At Brain Traffic, we just call it "website strategy." Because, really. Isn't that what it is?
After defining our project's strategic foundation (informed by business objectives, user goals, research, analytics, source content, and so on), we then focus on three primary components of the website strategy, itself:
- Content strategy—The messy process of wrangling, analyzing, and governing the words, images, and transactional features of a website. For a better and more detailed definition, see Kristina’s A List Apart article: The Discipline of Content Strategy.
- Visual design—Although I dislike the visual association of the term “design strategy,” I do believe in the importance of good visual design. Without it, websites suck. But that doesn’t mean going all flash on users' arses, either. Good design can be simple.
- Functionality—What is it that users are supposed to DO on a website? How can we design the site to make their tasks easy and intuitive?
Together, these three components deliver a comprehensive website strategy.
Let's get aligned on this, can we? By calling this approach “website strategy” instead of “design strategy,” we can provide a better frame of reference for our clients and our industry.