"At the top of the five-plane model, we turn our attention to those aspects of the site our users will notice first: the visual design. Here, content, functionality, and aesthetics come together to produce a finished design that fulfills all the goals of the other four planes." (142)

On the surface you see a series of Web pages made up of images and text. Some of these images are things you can click on, performing some sort of function such as taking you to a shopping cart. Some of these images are just illustrations, such as a photograph of a book cover or the logo of the site itself.

"On the skeleton plane, we further refine ... [the conceptual] structure, identifying specific aspects of interface, navigation, and information design that will make the intangible structure concrete." (114)

Beneath that surface is the skeleton of the site: the placement of buttons, tabs, photos, and blocks of text. The skeleton is designed to optimize the arrangement of these elements for maximum effect and efficiency -- so that you remember the logo and can find that shopping cart button when you need it. (22)

The skeleton plane breaks down into three components.

The requirements "don't describe how the pieces fit together to form a cohesive whole. this is the next level up from scope: developing a conceptual structure for the site." (85)

The skeleton is a concrete expression of the more abstract structure of the site. The skeleton might define the placement of the interface elements on our checkout page; the structure would define how users got to that page and where they could go when they were finished there.

The structure defines the way in which the various features and functions of the site fit together. Just what those features and functions are constitutes the scope of the site. Some site that sell books offer a feature that enables users to save previously used addresses so they can be used again. The question of whether that feature -- or any feature -- is included on a site is a question of scope. (23)

On the software site, the strategy is transformed into scope through the creation of functional specifications: a detailed description of the "feature set" of the product.

Site objectives and user needs are often defined in a formal strategy document or vision document." (57) "Bigger is not necessarily better when it comes to documenting your strategy. You don't have to include every data point and every supporting quote to get your point across. Keep it concise and to the point." (58) "The worst thing you can do with your strategy document is limit your team's access to it."

"strategies can and should evolve and be refined.

Notes for the site goals chapter of my HOWTO on composing a Website Design Document

Site goals and user needs are often defined in a formal strategy document or vision document." (57) "Bigger is not necessarily better when it comes to documenting your strategy. You don't have to include every data point and every supporting quote to get your point across. Keep it concise and to the point." (58) "The worst thing you can do with your strategy document is limit your team's access to it."

"strategies can and should evolve and be refined.

This is the front page of Wiki book that I'll be developing on how to compose a Website Design Document.