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103C, Wisconsin Center

How to Create a Website Redesign Strategy Brief

Tuesday, Oct 15 2:45 - 3:30

Presented by Nick Watts and Danielle Miller

A website you control needs a major redesign. You’re building a project plan to fit your needs. You’ve built a case internally for funding this effort and you’ve got support. Ready, set… wait, what comes first?!

Before any code is written, sitemaps created, or designs reviewed, your institution needs to define the project vision and guidelines to keep the team on a shared path. As future project decisions are made, the team should always point back to the brief to make sure overall goals are met.

Hamline University in St. Paul, MN recently completed a discovery phase where a detailed strategy brief was created. This document has unified a broad community under one vision and helped build momentum for future phases. The project team will share our experiences, give important context, and help attendees prepare for their own efforts

In this presentation, attendees will learn how to create:
– Goals – What their project will accomplish
– Strategic Principles – Setting guidelines for the project
– Inputs – What informs the strategy
– Next steps – Recommendations for proceeding

Attendees should leave this session with the knowledge to execute their own strategy brief and/or give input to their agency partners who are running this phase.



Nick Watts

Digital Marketing Manager

Nick Watts is the Digital Marketing Manager for Hamline University. He's currently leading the university through a major website redesign while managing a team of content creators, developers and project managers. He brings over 10 years of digital marketing leadership with a solid mix of nonprofit and corporate experience.

Danielle Miller

UX Strategist

Danielle Miller is a User Experience Strategist at Clockwork. She helps clients in a variety of industries create actionable website and marketing strategies and design user-friendly experiences. She enjoys guiding teams through the journey of blending user needs with business objectives and leveraging user research to craft the best solution.