Inside the workbook
Map the questions behind the purchase
Start with a category and three to five products. Use the prompt and journey worksheet to identify what a shopper needs to know before comparing options.
Connect questions, attributes and pages
Build an entity-and-attribute map, assign a clear job to each page, and identify where first-hand knowledge would make an answer more useful.
Turn the map into a brief
Use the tracking, prioritisation and one-page brief exercises to choose an achievable next step. The workbook ends with a thirty-day plan you can adapt to your own site.