We started the project with an ideation workshop with the Diamond team in which we led the group through various exercises with the goal of determining the relationships, concepts, roles, and action that the site would support.

Once we knew what Diamond’s goals were with their various web properties and the state that each was currently in, we needed to define who was going to be using them.

We iterated with the Diamond team to define primary targets, secondary targets, and others that would be affected by the new design strategy.

After nailing down the who, we needed to nail down the why and when. We did this through the creation of user scenarios.

We took our previously created personas and created scenarios, with the help of the Diamond team, that would tell realistic stories about how each site could be used, and how it would satisfy the users needs.

In order to further bring the scenarios to life, we designed an ecosystem map that showed all the interactions between the personas and the various systems, as well as the communication between various personas.

We also spent some time talking with the Diamond team about the tasks that the different users would complete.

We then performed a site review to set a baseline of where their site and social media properties were currently, as well as being able to compile a list of what aspects of each were working well or needed to be improved.