Here's a thumbnail of The Conversation that I often have with clients early on in the engagement process. It reflects an important aspect of my UX Role as a Business Analyst with Design Skills.
Motivation helps shape Metrics
Describe what you want to accomplish, as a business, and your criteria for success. (Edit the examples below as appropriate. Add items, as needed.)
* Rate each Goal as to Priority and Immediacy
Goal: Identify potential customers
Tools: "pre-qualification" form (required fields / contact info)
Metrics for Success: Name, Company, Phone Number
Goal: Push marketing materials
Tools: Ability to print
Metrics for Success: # of "print page" clicks on marketing collateral
Goal: Generate customer phone calls to sales force
Tools: On-site phone listing
Metrics for Success: # of phone calls to Sales Desk generated by website
Goal: Visitor self-qualification
Tools: "pre-qualification" form (optional fields / qualification info)
Metrics for Success: Business info, volume
Identify your customers and visitors, their likely agenda, and what they want to accomplish. (Edit the examples below as appropriate. Add items, as needed.)
* Rate each Task as to Priority
Who: Existing customer
Profile: Experienced, identifyby business line or market size?
Goal: Speedy access to our service
Task: Quick sign-on for existing customers
Business Opportunity: Login to legacy site
Who: Self-directed visitor
Goal: Viable solutions
Task: Directed search
Business Opportunity: Signup, Talk to sales rep
Who: Casual visitor
Goal: Learn about our services Task: Info gathering, connections
Business Opportunity: Printout takeaways, "Call me" followup
Brand Strategy & Positioning
What is your overall strategic objective? Does the Brand reflect that?
Do customers recognize the service brand more than the company brand?
What are typical customer relationship development stages?
What is our value proposition?
Are there partnerships/cross-selling?
Describe offline Marketing initiatives. Can they be integrated with online?
Critical success targets
Rank the importance of these marketing objectives (describe in detail, if appropriate).
Catch up with the competitors' online presence
Gain new clients by targeting specific NEW segments of client population
Generate more inquiry phone calls to Sales Desk due to the information/data on the website
Get more qualified leads/customer contacts
Understand customer needs
Distribute marketing materials
Provide information about specific products
Focus attention on competitive advantage(s)
Focus attention on particular service(s)
The Conversation : Why