While Director of W&Co, we began by taking the founder’s existing site sketches to dig for details. We developed four key personas to identify our most likely user targets. With this information, we built out journey maps and mind mapped what the site should entail for each persona. This allowed us to develop some assumptions as to what feature set would be most appealing to the target user groups. We then survey tested those with sample groups of our user targets for validation. This was done concurrently with work to develop look and tone. We then transitioned into the development of wireframes that could be prototyped for usability studies. Finally, we combined the User Interaction designs with its skeleton and began looking for development partners. Upon completion of this work, we began the development of a site map and content needs. This was done concurrently with work to develop look and tone. We then transitioned into the development of wireframes that could be prototyped for usability studies. Finally, we combined the User Interaction designs with its skeleton and began looking for development partners. In working with a development team specializing in the rapid development of start-ups we engaged in fast-paced rounds of user testing and refinement. The project was a success and was granted Series A funding.