Experience Kathy Lamancusa
Kathy Lamancusa is an internationally-known consumer trends
analyst, as well as an inspirational speaker and author. She
came over to the Tortorella Design fold seeking better use
of her web space.
Using my Web Needs Analysis questionnaire during our intial meeting, we reviewed
her positioning and branding goals, as well as where she's been and where she'd
like to be. After that, I rolled up my sleeves and starting researching the competition,
audiences and reviewed her current site. While looking over her existing site,
it became obvious that we were dealing with major brand confusion. That put her
at a distinct competitive disadvantage.
There's a bit of a chasm between consumer trends and inspirational books and
presentations. But, the previous site had both of these diverse ends of her business
lumped together into one site. The audience came away thinking, "Huh? So
... like what is it you do?" Beyond that, the images weren't clean, color
balance was off and much of the important information fell "below" the
After the prelimiany research into the audience and competition, along with the
material gathered at out meeting, I drafted my proposal. This contained
my understanding of the project's scope, and goals, along with my strategy to
reach them. The proposal also contained a preliminary site map, development schedule
After the proposal was accepted and we had an agreement, I began sketching out
home page designs. These were simple pencil roughs on paper. I roughed out a
few dozen ideas and edited them down to three I felt were most appropriate. These
were tightened up on the trusty Mac and made ready for presentation. My initial
web design presentations are printed out and shown on all-black Foamcore® boards.
I do this because it gives the client a sense of ownership from the beginning.
It's something they can hold in their hands. Although there are slight color
differences between what's done in ink and what's done in pixels, I explain this
to the client and, so far, it hasn't posed any problems.
From the three designs (showing the home page, the navigation scheme and two
typical interior pages) Kathy and I selected one design for further refinements.
A development site was also created to show the progress of the project along
with design notes, and status reports.
See the AFTER results»