Designed to give an overview of all the possible elements of a website in terms of necessary components, new features and its future direction. Outlines the needs and wants of the user base, alongside the business goals of the site.

The concept model is produced at the end of the analysis phase, when all pre-design research has been done. That way, key cultural, contextual and user information can all be fed into the model.

The main benefit of the diagram is that it can be understood by everybody, in all different disciplines and be used as a communication tool and a bridge builder between different parties (including clients).