Analyze Brand Web Experience

Turn observations and data into traceable website strategy. Analyze what each page helps the user accomplish, not only what it contains or how it looks.

Core reasoning chain

Use this chain for every material conclusion:

Evidence -> Interpretation -> Decision stage -> User task -> Experience gap -> Design opportunity -> Page or interaction change -> Validation metric

Label claims when useful:

• Observed: directly supported by analytics, research, page content, or screenshots.
• Inferred: a plausible explanation derived from observations.
• Proposed: a design response that still requires validation.

Never present an inference or proposal as measured fact.

Workflow

1. Frame the decision

Define the business goal, user outcome, markets, devices, pages, and conversion events in scope. Separate business goals from design goals.

2. Build the evidence base

Collect available analytics, research, site structure, page captures, content, competitor examples, and operational constraints. Record source, market, date, metric definition, and limitation.

If analytics are absent, continue with a heuristic study but label behavioral conclusions as hypotheses.

3. Select comparison references

Use three reference groups when relevant:

• Direct competitors for category expectations.
• Adjacent leaders for trust, service, or conversion patterns.
• Cross-industry references for interaction and visual patterns.

State why each reference was selected. Avoid collecting brands without a comparison purpose.

4. Compare strategy, structure, and action

Compare each site with a shared matrix. Include positioning, homepage logic, navigation, product discovery, decision support, trust, service, CTA strategy, and mobile behavior. Describe the underlying strategy rather than listing modules.

5. Map the decision journey

Use a default journey for high-consideration products and adapt it to the domain:

Awareness -> Exploration -> Understanding -> Comparison or configuration -> Trust -> Conversion -> Ownership or service

For every stage, identify the user question, behavior, required content, desired outcome, current gap, and next action.

6. Segment by task state

Prefer decision-stage segmentation over demographic personas when the goal is website redesign. Start with:

• Brand explorer: “Who are you, and why should I trust you?”
• Product researcher: “Which option fits me, and why?”
• Purchase-intent visitor: “How do I try, price, locate, or buy it?”
• Owner or service user: “How do I get support and benefits?”

Treat these as task states, not permanent identities. Prioritize segments using traffic, business value, unmet need, and evidence strength.

For B2B journeys, also distinguish buying-committee tasks such as business value, technical evaluation, operations, procurement, security or compliance, and executive approval. Map both the individual task and the shared account-level decision.

7. Diagnose gaps

For each important page or flow, test whether it creates:

• Clarity: the next step is obvious.
• Perception: brand value is recognizable and consistent.
• Immersion: content has a deliberate narrative and interaction rhythm.
• Efficiency: users and operators can complete tasks with low effort.

Tie every gap to a journey stage and a specific user task.

8. Convert findings into design action

Write recommendations at four levels:

1. Experience principle.
2. Information architecture or journey change.
3. Page/module/interaction change.
4. Measurement plan.

Prioritize with user impact, business impact, evidence confidence, and implementation effort. Do not jump from a visual reference directly to a solution.

9. Validate the analysis

Check metric units, market and date consistency, brand-name leftovers, duplicated claims, and unsupported causal language. Ensure each recommendation has an owner, target page, expected behavior change, and metric.

Do not apply universal analytics thresholds without context. Compare the site's own markets, devices, cohorts, and conversion outcomes. For international or long-cycle journeys, include localization, regulation, consent, offline handoff, CRM progression, and account-level attribution when relevant.

Deliverables

Choose only what the task needs:

• Executive synthesis.
• Evidence register.
• Competitor strategy matrix.
• Decision-journey map.
• Segment cards.
• Page or flow gap matrix.
• Prioritized opportunity backlog.
• Page-level redesign brief.
• Measurement plan.

Use references/method-and-templates.md for detailed schemas, prompts, and output templates.

Quality gate

Before finishing, confirm:

• The analysis answers a business and user decision.
• Competitors are compared on consistent dimensions.
• Behavioral claims have evidence or are labeled hypotheses.
• Segments represent distinct tasks or stages.
• Every major insight identifies a next user action.
• Recommendations specify where the change occurs.
• Visual trends support, rather than replace, structural reasoning.
• Success can be measured.