The Naviscent Customer-Centered Site Design process is iterative, but tailored for your needs, your project and your organization. Formal procedures that are necessary for large teams may be overkill for small teams. Techniques that work for art-centered designs are not the same ones we use for e-commerce-centered designs. At a minimum, the process includes the first four phases that follow.

Naviscent Site Design and Development can be broken down into seven phases:

1. Discovery - Understanding the target customers and their needs, and conceptualizing the business and customer goals for the Web site
2. Exploration - Generating several rough initial Web site designs, of which one or more will be chosen for further development
3. Refinement - Polishing the navigation, layout, and flow of the selected design
4. Production - Developing a fully interactive prototype and a design specification
5. Implementation - Developing the code, content, and images for the Web site
6. Launch - Deploying the Web site for actual use
7. Maintenance - Supporting the existing site, gathering and analyzing metrics of success, and preparing for the next redesign

The first four steps, Discovery through Production, focus on the overall design of a Web site, clarifying what customers can do on the site and how they do it. We describe these four steps as The Customer-Centered Design Process. Each is characterized by rapid iteration with progressive refinement, moving the design from high-level and general to increasingly specific and detailed. During these stages we have found that the more time we spend up front in the tight iterations, the more likely it is that the Web site will meet customer expectations. In the Discovery phase we might iterate five to ten times or more on paper. As the team moves into the electronic representations used in the Refinement stage, it might iterate much less, perhaps only three or four times. The exact number of iterations depends on how well the design performs when evaluated.

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