Project status and operating frame · Website 2.0
The V1 Build bar shows the working plan: the build is scoped and confirmed at the close of Discovery, with the site live in the week of 26 October ahead of the November event.
The relaunch draws on many inputs of different kinds and maturity: brand strategy and messaging documents, discovery interviews, analytics and search data, market and platform research, creative concepts. The Operating Frame gives every decision a place, an owner, an evidence base and a sign-off moment, so the project stays explainable at any point: what has been decided, on what evidence, and what happens next.
It has three parts: a strategic hierarchy of eight layers, from business outcomes at the top to build and measurement at the bottom, where decisions flow down and evidence flows up; an evidence discipline, where every input enters as an unverified hypothesis and graduates only through independent corroboration or a named sign-off; and a gated production process, where each gate is a scheduled sign-off with named owners, so decisions are made once, together, and stay made.
The four streams
| Stream | Layers | Covers | Project workstreams |
|---|---|---|---|
| Strategy | 1 · 2 | Business outcomes, audiences and the evidence base | 01 Strategic Brand Alignment · 05 Analytics & Measurement |
| Language | 3 · 4 | Positioning, vocabulary and messaging per audience | 01 Strategic Brand Alignment · 02 Content & Information Architecture |
| Experience | 5 · 6 | Journeys, information architecture and the content model | 02 Content & IA · 03 Design & User Experience |
| Delivery | 7 · 8 | Design system, platform build, launch and measurement | 03 Design & UX · 04 CMS & Technical · 06 Launch & Operations |
Operating rules
Claims, not documents. Every source is decomposed into individual claims held in a single evidence register, classified by evidence type, confidence, decision weight and status.
Graduation. Claims move from unverified to corroborated to validated. Superseded claims are retired with a pointer, never deleted, so every decision stays traceable.
The validation bridge. Recommendations are built in four steps that cannot be skipped: evidence, interpretation, recommendation, validation.
Instruments. Behavioural and search analytics, session data, meeting transcripts, primary sources read directly, and peer-reviewed literature. AI research generates hypotheses and coverage; it never validates its own claims.
| Layer | Decides | State | Evidence and decisions | Open | Lead |
|---|---|---|---|---|---|
| 1 · Business outcomes | Why the site exists; how success is measured | Evidenced | Objectives and KPI deck; leadership interviews; timeline anchors: design sign-off 12 Aug, site live end of October, event mid-November | KPI targets formalised in the analytics specification | Mirko + steering |
| 2 · Audience & evidence | Who the site serves; what they need | In progress | Four of six discovery interviews coded; analytics, search and CRM baselines complete; audience priority agreed 20 Jul: buyers first, investors addressed through PR | Two remaining interviews; navigation analytics; consent data | Mirko |
| 3 · Positioning | The category claim and vocabulary | Direction set | "One with AI" confirmed as the brand direction; staged language transition agreed 20 Jul | Brand language and search demand decision to formalise; legal clearance of the claim | Julia, with Cem |
| 4 · Messaging | The words, per audience | In motion | House of Messaging and copy guidelines in final client review; three-level messaging scaffold ready to apply | Final messaging guide; messaging matrix; brand and product glossary | Julia & Sara |
| 5 · Journeys & experience | How each audience reaches conversion | Early | Homepage identified as the conversion bottleneck; funnel research complete | Navigation analysis; journey maps per audience | Mirko + Sara |
| 6 · IA & content model | Sitemap, page inventory, content specification | Gated on 3 | Content sources collected and archived: testimonials, sales narratives, product material | Sitemap after the language decision; content audit; German localisation scope | Julia & Sara |
| 7 · Creative & design system | Look, components, design language | Paused · critical path | Creative concept in rebalance toward a more human expression, agreed 16 Jul | Design brief; design foundation assets; concept pages | Ali |
| 8 · Build & measurement | Platform, code, tracking | Ahead | Payload selected 14 Jul; working prototype running; platform decision documents delivered; analytics access live | Sixteen provisioning decisions with engineering; named engineering resource; analytics specification | Mirko |
Workstream leads follow the current project governance document, which is being updated; this table follows whatever version Plentific confirms.
| Gate | Event | Date | Signs off |
|---|---|---|---|
| G1 | Website workshop, full team | Monday 27 July | Layers 1 to 5: audience, positioning, messaging and journeys. Unblocks the information architecture and the design brief. |
| G2 | Design sign-off | 12 August | Layers 6 and 7: information architecture, creative direction and the design system. |
| G3 | Launch readiness | End of October | Layer 8: build complete, measurement live, operational runbook. Ready for the mid-November event. |
Commercial checkpoints from the Discovery and Build agreements run alongside these gates and are tracked separately.
These findings anchor the staged language transition and the journey work: new vocabulary is layered on top of the terms that currently earn traffic, and the homepage carries the first conversion redesign.
Second Door is delivering
Open inputs from Plentific
Gate 1 closes the Discovery phase: its outputs feed the final discovery document and the costed build proposal, and every layer below then moves into production with its evidence attached.