Step 1: Persuasive strategy

When we begin a project we first take into account the persuasive landscape. What attitudes and behaviors are we seeking to change? For instance, most anti-littering campaigns focus on appeals to conscientiousness. But statistics show that the people most likely to litter (males 18-35) are the very ones least concerned with being conscientious. A superior approach was adopted by the Don't Mess with Texas campaign, which appealed to pride and group identity - values that do resonate with the target demographic. By identifying the audience and relevant psychological forces, we adopt a vastly superior strategy for success, whether we're selling products or affecting public behavior.

Step 2: Design

Next, we combine visual design and copy in a succinct, powerful message that implements our persuasive strategy. We create a workflow optimized for high-conversion, and use early usability testing to ensure that our layout is intuitive to users. This phase ends with pixel-perfect mock ups of the new site.

Step 3: Development

In this phase, we build the back-end using Drupal's powerful, opensource framework. We set up a demo site so that our client can monitor and provide feedback over the entire process. This allows us to make any changes to the site as early as possible, reducing the projects budget and timeline.

Step 4: Marketing, Testing, and Optimization

Finally, when the site is ready for launch, we implement our marketing plan, while continuing to optimize the site for conversion and usability.