The Design Workshop is a targeted event designed to identify how you use the site (in this example, an intranet): your goals, your audience, and your “points of pain”.

It focuses on a manageable Audience, with several people representing each target constituent group.

  • Stakeholders represent “Constituents”. A constituent is any screen-side user of the site, whether public visitor, employee or management.
  • Stakeholders may also be “Publishers” A publisher is anyone who is responsible for content or services delivered through the site.

Agile creativity



A manageable Audience, with several people representing each target constituent group: primarily “contstituents” (sit users)and “publishers’ (content creators). Some groups may be represented by proxy (i.e. Marketing personnel might speak for the external an Employee Constituent group).

Duration: The Event lasts no more than 3 hours

Event Team identifies constituents and corporate stakeholders (and their likely roles). We must “fill in the blanks” for each target group event beforehand.

Event Leadership


Host introduces the event, provides context, outlines ground rules, keeps the process on schedule, summarizes and closes the event.


Provocateur leads individual exercises, asks the questions, challenges assumptions, keeps the information flowing.


Translator captures & organizes information points, manages the presentation materials, paraphrases participant feedback, acts as advocate and champion for the participant view.


Workshop Agenda

Welcome Intro and framing

The Big View Set agenda and lay groundwork. Describe size & scale of the target site. Brief assessment & evaluation (what’s Good / Bad / Missing). Present your preliminary findings re user personas and employee agendas.

Stakeholder Feedback Capture information from every stakeholder in order to populate the Content Inventory.

Brainstorm  Capture unexpected new ideas

The Value Proposition How to make it all work

Closing  Summary and assessment



The Event

Here’s a drilldown on each section.


  • Overview : Why we’re here
  • Roles & Rules : Event staff and their Responsibilities
  • Agenda : What we want to accomplish at this workshop, What we cover, How much time on each session
  • Qwik-intros : Participants: Name, title, organizational division, intranet area (publish / use), likely constituents, high-level concerns

The Big View

  • Activity : Describe size & scale of the target site. Focus on our findings re user personas and employee agendas. The PowerPoint presentation.
  • Result : Lay the groundwork and context for rest of the presentation.
  • Site Stats : How many sections, covering what areas
  • User research : s.a. Personas, Card Sort, Homepage designs

Overview & Context

Stakeholder Engagement

  • Purpose : Capture information to populate the Content Inventory.
  • Activity : “Interview” each of the participants regarding the service areas they are involved in (both as Publishers and Constituent Reps).
  • Participants : Name, title, organizational division, area of responsibility (publish / use), likely constituents, high-level concerns

Have the Content Inventory filled in by end of meeting.

Understand the “service side” perspective.

  • What do we offer?
  • What is the Service publisher looking top accomplish?
  • Criteria for Success

Understand the “user side” perspective.

  • Service Area : What do we want?
  • User Agenda : What does the Employee user want to accomplish when they come to this service area?
  • Goals/Tasks

First Impressions

  • Purpose : Capture the “priority” information
  • Activity : The example pages are made up of “post-it” panels are mounted on a presentation board. The participants can comment upon, rearrange, redefine and edit the design elements.

 Identify the information that should be “front and center” on the homepage of each area.


  • Purpose : Throw the Workshop open to ideas from Stakeholders and participants.
  • Activity : Expect the unexpected. Wild & wooly. “No Rules.”
  • Result : Capture spontaneous feedback.

Model / Prototype Solutions

The Value Proposition

  • Purpose: Make the sales pitch
  • The value proposition : What’s in it for me?
  • Bring Stakeholders on board : Establish a personal stake
  • Stakeholder commitment : Get Stakeholders to invest resources in managing their service area: Budget, resources
  • Guidance : Provide Stakeholders with appropriate support:  Site Design, Implementation, Ongoing maintenance


Closing / Wrap-up

  • Summary : Review the saved sheets, reorganize info (if appropriate). Restate the major themes. Get participant confirmation.
  • Assessment : Did we accomplish our agenda aims?
  • Thank you


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