Yes this is not explicitly in this order in the plan in this article, but that’s pretty much what we had in mind too. Analysing the current data flow and the data we we already have will be done as part of the “Analytics Review”. Proposing alternative or improved user journeys will come next in the concept phase.
The only thing we haven’t planned that you mentioned is a market analysis, like what are other environmental non-profit sites doing. I’ll add it to this phase plan, hopefully we can squeeze it in.