Value addresses important questions like ‘Who uses this website or application?’ and ‘What are they using it for?’ Most organizations know the answers but fail to keep their sites focused, as features and content sprawl to satisfy various stakeholders.

Guiding value principles

Address an identifiable user need from the user’s perspective

If users are able to easily perform the tasks most important to them they’re likely to have a positive user experience.

Add value by addressing secondary needs relevant to key tasks

Value can be added through the surprise and delight that comes from allowing users to do things they didn’t expect.