Goals and success
What does “done” look like for this phase?
- A one-sentence goal for the next 4–8 weeks (not a five-year vision).
- 2–3 measurable signals (conversion, activation, time to task, support volume, whatever fits).
- Known risks or past failures not to repeat.
- What is explicitly out of scope for this slice.
Audience and context
Who uses this and what do they need to get done?
- Primary user segments (roles, regions, devices, accessibility needs).
- Main jobs to be done or critical flows (onboarding, checkout, settings, etc.).
- Competitors or references you like, and what exactly you like about them.
- Content that must stay, be migrated, or be retired.
Brand and creative inputs
Everything we should treat as the source of truth.
- Links to Figma, brand guidelines, or component libraries.
- Logo, color, typography, and motion rules (or “nothing yet, help us define it”).
- Photography / illustration direction and assets we can use.
- Words to avoid and notes on tone (simple, playful, enterprise, etc.).
Technology, access, and analytics
So we don’t spend a week chasing access.
- Hosting, repo, CMS, and who can grant access.
- Staging versus production URLs and deployment expectations.
- Analytics or experimentation tools in use (or “none—recommend one”).
- Compliance constraints (cookie consent, HIPAA, SOC2, etc.), if any.
Stakeholders and decisions
How feedback actually arrives.
- A named owner for day-to-day decisions, and who has final approval.
- A review cadence that fits your team (async + one weekly live slot, etc.).
- Legal, procurement, or brand reviewers who need to see the work before launch.
- The Slack / email / project tool we should use.
Timelines and constraints
Calendar reality, not wishes.
- Fixed dates (launch, event, board) versus flexible windows.
- Budget guardrails or procurement steps we should plan for.
- Dependencies on other vendors or internal teams.
- Time zones and meeting slots that work for the approvers.
This checklist is a guideline, not a contract. For cadence targets and the revision policy on real engagements, see How we work → Cadence and first round. Questions? office@getcraftedpixel.com.