This is the crucial phase. Initial information architecture begun in the Strategic phase is further developed and defined. The visual concepting will begin. Page architecture is determined. Roles and responsibilities are assigned.
Requirements. Who is our audience and what do they require? Let's recognize any tradeoffs we need to make, not by chance but by design. A checklist will be created for every screenshot. These checklists will be used to test production results.
Feature Technical Specifications (FTS): all application modules for the site will be developed by design to integrate with the site as a whole. Goals, requirements, content considerations etc. inherit from the site requirements or are overridden in each application's FTS.
Technical specifications, site architecture, schematics, maintenance plans are documented and must be approved by the client before progressing to the Production phase.