Developing a new product or service is tricky. When everything goes well, the product can redefine a market or even create an entirely new one, to the benefit of its manufacturer and its consumers. When the product doesn't click with its audience, though, the costs—development, employee, manufacturing—can be staggering. How do you ensure that your new product doesn't flop? One effective method is to conduct a requirements definition phase before developing a new product.
The authors emphasize the importance of conducting thorough research on business goals, branding goals, user needs, and technical resources before Web designers undertake a redesign. The article also offers suggestions about how to define, develop, and communicate a client's brand.