Content Requirements Summary for Stern Design

Content Requirements Summary for Stern Design Website

Julia Sterns has a goal of reinventing her business model. She wants to move away from commodity design and toward strategy, storytelling, and human-centered creative work. To do this, she needs to redesign the company website for Stern Design.

Using Garrett’s Scope Plan, the following are the content requirements summary for the redesigned website.

Reason # 1 – Know What You’re Building

The site should:

 Reposition Stern Design as a firm o ering strategic and narrative design, not an hourly production design firm

 Attract clients whose values align with those of the firm

 Deter clients who are looking for fast or cheap design work (this does not align with the firm’s values or goals)

 Highlight the human-centered, handcrafted quality of work the firm does

 Support Julia’s goal of mentorship and community engagement

The website functions as:

 A brand statement

 A human-centered, curated portfolio

 A client filter

Success is measured by:

 Higher-quality inquiries, even if there are fewer overall

 Long-term client partnerships

 Strategy-based projects

Reason # 2 – Know What You’re NOT Building

The redesigned website should feel intentional, selective, and high quality. We are not trying to mass-market the firm.

Therefore, the website should NOT include:

 Low price or quick design packages

 Template downloads or DIY tools

 Hourly rate project packages

 Portfolios of every past project

 Automated AI design generators or projects

Desired Functionality

The website should:

 Communicate the firm’s values and philosophies (“make work that feels like a person made it”)

 Explain the firm’s strategic design o erings

 Present intentional portfolios featuring past projects that align with the firm’s values

 Allow inquiries, filtering out clients to only allow high-value clients who align with the firm’s values

 Share Julia’s story and credibility (gives the why behind the firm’s values)

 Promote mentorship and community engagement

 Feel warm and human, supporting the firm’s values

Functional Requirements

Navigation:

 Home

 About Julia

 Company Values

 Services/Design Approach

 Mentorship & Community Engagement

 Contact

Lead Qualification:

 Inquiry form with project budget range included

 Targeted project scope questions, to determine alignment with firm values

 “Is Stern Design right for you?”section (helps weed out client’s who don’t fit)

 Consultation scheduling tool

Portfolio System:

 Feature each project as a separate case study, showing the format of the project (problem – strategy – design – results)

 Large visuals

 Process explanations, to showcase the strategy behind the designs

 Client testimonials

Technical:

 Desktop and mobile friendly

 Fast loading

 High-resolution images

 Use key words to optimize for SEO (“strategic design firm,”“illustration firm,” “boutique design studio,”etc.)

Content Requirements

Brand Voice:

 Thoughtful

 Authentic

 Confident but not flashy

 Human and empathetic

 Story-driven

 Strategic

Visual Direction:

 Sketchbook textures (feels more human)

 Paper, pencil, and ink elements

 Warm neutrals with bold accent colors

 Photos of the studio and team

Required Content Types

1 – Home Page

 Mission statement

 Tagline determined by Julia to show the human-made design focus

 Overview of services

 A few images to showcase selected work

 Clear call-to-action

2 – About Julia Page

 Julia’s personal story (her roots, her MFA degree, the foundation and growth of Stern Design)

 Julia’s philosophy about art and design

3 – Company Values Page

 What is human-centered design

 Why human-centered design matters

 Team introduction

4 – Services/Design Approach Page

 Strategy-based packages

 Narrative design method

 What clients can expect

 Who Stern Design is NOT for

5 – Mentorship & Community Engagement Page

 Women-in-design mentorship program

 Events or workshops o ered by the firm

 Application or sign-up form

6 – Client Testimonials

 Quotes and stories from major clients

 Focus on building collaboration and trust

7 – Portfolio

 6-8 curated projects only

 Highlight the design process

 Visual outcomes from projects

 Impact/results from projects

8 – Contact Page

 Client qualification questionnaire/form

 Budget tiers

 Consultation booking option

Priorities of Requirements (Development Order)

Phase 1 – Must Have (Launch)

1. Home page

2. About Julia page

3. Company Values page

4. Services/Design Approach page

5. Portfolio (at least 4 featured projects)

6. Contact page

7. Core visual style to be used throughout

Phase 2 – Should Have

8. Testimonials

9. Consultation booking integration

10.SEO optimization

Phase 3 – Nice to Have

11.Mentorship & Community Engagement page

12.Events/Workshops calendar

13.Newsletter