We work on a lot of Wordpress websites. Typically that means templates. But when you have polarizing audience motivations, how do you reconcile these on a small budget? Lately, we've been chunking a lot.
The first step in this process is obviously to identify the personas. I work within these, married with the parameters in the UX brief, to map out user paths. Where are they coming from? What are they looking for? How much information do they need to make a conversion? Combining these answers with the company's business goals for the project helps to create a content list.
Once each of the chunks is established, they can be assigned to the user. In this design, the user is self-assigning as part of the experience (see final design later in this article). From there, we pull the business and content goals and prioritize them by flow. Doing this by establishing some "anchoring" content is also an interesting tactic. It's a way to "Hansel and Gretel" a user down the page by giving them enough information to be enticed, while making sure not to frustrate them with inadequacy.
This is all done in collaboration with the front-end developer. And from my experience, they love working out a paper prototype with you. If you can communicate a structure and series of goals early on, he or she can mindfully plan for a system. It is also good to involve your QA analyst early on to ensure chunks are appropriate by browser and function. If he or she knows that some content will be designed similarly, they do not have to duplicate work in their review. You should also use this collaboration time to talk about priorities by device. For this project, we instituted a "sticky" call-to-action, and re-evaluated how header quotes would be visualized over video.
Here are a few fleshed out wireframes as well as a look into the design for this project.