Objective: To gather existing references which can positively influence the project.

To collect examples of website references, which are relevant to the product in terms of:

• Subject matter / competitors / industry sector
• The existing company's brand definition
• Tone of voice / copywriting
• Website scale and Information architecture
• Features.
• User Experience
• Look and feel
• Photography
• Cross-channel experience
• Attitude towards security

Output: The designer and client are invited to collect references on the above aspects, which they then discuss. Likes / dislikes / observations are recorded and feed into the next steps and website design.