Understand people before deciding on pages
Start with existing content and the people who understand your audiences, then use audience empathy research and experience mapping to guide the website structure. The Frameworks uses desk research and stakeholder interviews to identify audience needs and pain points rather than making creative decisions from internal assumptions alone.
For Siemens, The Frameworks reviewed more than 50 documents and interviewed key stakeholders to establish who the work needed to appeal to and how. That understanding informed an interactive web platform that reframed dense white paper content as a self-guided experience for both technical and business audiences.
For the Maersk Innovation Center, stakeholder interviews established current perceptions of the brand and business. Customer and audience empathy research, together with user experience mapping, then informed a strategy that placed current projects, case studies and examples at the centre of the digital experience.
Forrester's 2026 reporting on its Buyers' Journey Survey, 2025 found that 73% of B2B purchases involved 3 or more departments. Identify the different audiences and their needs before choosing a single level of explanation for the website.
Sources: The party’s over. It's time for marketers to embrace privacy, Maersk Innovation Center: A Vision of Innovation