Researching, reviewing and auditing provides little value on its own. It is good to understand where problems lie, but without recommendations about how to solve them time and budget can be wasted.

At Headscape our focus isn’t on delivering lengthy documents stating the obvious about an organisation’s digital issues. We concentrate on delivering clear, concise, useful and valuable recommendations to our clients. These recommendations take many different forms, as follows.

Customer journey mapping

Digital is changing how customers are behaving. They now interact with companies in more ways than ever before — from Facebook or Twitter to email and support forums.

Customer journey mapping helps understand these new behaviours. It shows an organisation how it needs to adapt to better service its customers, both online and off.


We turn abstract user groups (e.g. single mums) into fictional individuals that can be associated with (e.g. Jan, the single mum). Personas contain information on the person’s personality, background, internet usage and reason for visiting a site. They are an invaluable tool, not only for the designer, but also for anybody making decisions about the site or writing content.


Governance recommendations focus on decision-making, roles and responsibilities, support and availability, processes and workflows and staff and teams. These items are ‘team’ and ‘management’ focused rather than ‘content’ or ‘creative’ focused.

We help to develop policies and procedures associated with reporting, responsibilities, sign-off, content management and workflows and editorial timetable.

A responsibility assignment matrix (or RACI matrix: Responsible, Accountable, Consulted, Informed) is an excellent tool to help define and agree roles.

Digital strategy development

The development of digital strategies changes from client to client. Different organisations have different goals, audiences, requirements etc.

However, we do tend to focus on providing guidance covering two key areas:

Our strategy documents focus on how these things can be achieved and how the supporting work is prioritised.