Before designing anything, I find where the journey breaks.
I find out what is going wrong
I list what the page has to answer, and in what order. Only then does anything get drawn: drawing before this is decorating a problem nobody wrote down.
Search, doubt, decision and contact on one map.
Output: content map and success criterion- Who arrives at this page?
- What do they need to know to decide?
- What has to be at hand to answer them?
- What counts as success, as a number?





