DAI/CDE Website Recommendations Business Process Analysis and Requirements Brief October 12, 2010.
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Transcript of DAI/CDE Website Recommendations Business Process Analysis and Requirements Brief October 12, 2010.
© 2010 Idea Integration Corp. All Rights Reserved.
CDE Project Background
Situation
The CDE current workflow entails a high degree of manual processes, primarily stemming from the following conditions:
• An independent, non-integrated organizational data store
• Web-users originating in under-developed areas that lack robust
internet infrastructure
• Payment processing is primarily handled via wire transfer as credit card
holders are few in number
• 95% of all communication is via email, generated manually from the
CDE Administrator
DAI/CDE Current Workflow
Alternate payment methods
A. Wire Transfer to bank (shown)
B. Call or email to CDE Administrator to pay by Credit Card using authorize.net
C. Local office collects payment
D. Cash payment collected at training site.
CDE Critical Success Factors
• Create a web environment that engages the international
development community
• Automate manual tasks for the CDE Administrator
• Automate payment processing
• Implement E-Commerce functionality to sell training, products, and a
subscription-based service
• Maintain and track registrations from website
• Invoice from website
• Integrate with QuickBooks
Define IA & Wireframes
Plan Develop a Plan
Assemble Project Team
Hold Kick-off Meeting
Idea User Experience (UX) Process
Analyze
Design
Test & Refine
Evaluate your
current site
Learn about your
users
Conduct Task
Analysis
Develop User
Profiles
Write Scenarios
Set Measurable
Goals
Conduct a Content
Inventory
Perform Card Sorting
Write for the Web
Use Parallel Design
Develop a Prototype
Launch Site
Types of Evaluations
Usability Testing
Heuristic Testing
Implement and Retest
Create a Test Plan
Prepare & Test
Data Analyses and Report
Determine site requirements
CDE Audience ProfilesThere are two primary audiences for the current CDE site. Their profiles exhibit the following general characteristics:
Originator Works for an NGO working with USAID Headquartered in the US Usually an organization representative Supervisor directs originator to take care of registrations 70% of registrants have an originating person registering one or
more training participants Originator within financial and compliance titles/functions Originator is registering multiple participants for multiple
courses at once Pays by wire transfer (90% of registrations) Well-versed in using a web site Demographics unknown
Training participant
Registering for self or verifying registration information on the site
Likely to be from a less developed region of the world Works for an NGO working with USAID Highly educated Did not register themselves Uses personal and business email addresses Not using credit cards Using cell phone more and more – Locales have better phone
infrastructure than broadband structure Demographics unknown
High Level Requirements
I. General Requirements
II. Marketing Requirements
III. E-Commerce Requirements
IV. Course Management Requirements
General Requirements
1. Migrate from a shared server web hosting arrangement to a dedicated hosting service to provide for better security and integration opportunities.
2. System shall provide (optional) site registration from the main Home Page.
3. System shall provide a link for Trainers to login to the website.
4. System to provide linkages between CDE and DAI web content.
5. System to support a personalized content page called “MyCDE”.
6. System to support the display of customer testimonials.
Marketing Requirements
1. System shall support e-mail campaign management.
2. System shall support website reporting.
3. System shall provide for a general Feedback Form on the website.
4. System shall enable a Search capability from the Home Page.
5. System shall provide a link on the Home Page that provides information about the CDE’s history, organization, mission, and vision.
6. System shall generate messaging to user when ordering products of related products of interest.
7. System shall auto-generate post-course feedback email to participants.
8. System shall support the ability to add dynamic content (e.g., development news, weather, travel tips, etc.).
E-Commerce Requirements
1. System URL shall be a .com rather than a .org.2. System shall provide for a shopping cart capability to hold course
selections and display individual course charges and the running total.
3. System shall provide for automatic discount calculations.4. System shall provide a file feed compatible with the DAI
accounting system.5. System shall support credit card and wire transfer payment
processing.6. System shall monetize the website by offering a subscription
based service.7. System shall allow for a bill me later option.8. System shall notify administrator that COD (Cash On Delivery)
order payment is due 3 days prior to event.9. System shall support an order search capability.
Course Management Requirements
1. System shall provide ability to add/update/remove courses/products to the product catalog.
2. System shall provide capability for website visitors to review the course catalog.
3. System shall provide ability to associate a registered and approved instructor to a scheduled seminar.
4. System shall automatically remove past courses from public view when completed.
5. System shall support a MyCDE page for individual course tracking.
6. System shall provide user-interface or dynamic reporting to view consolidated list of MyCDE training plans.
Home Page Content
#Primary Function Description
1 Site Registration Encourages user to engage with CDE to opt-in for access to current and future unique information. Streamlines registration and purchase process.
2 Training and Courses
CDE Seminars Registration• Master's Certificate Program• USAID Seminars• CDE e-Learning modules• Events
3 About CDE Description of CDE, CDE history and CDE mission
4 Resources • Local Compensation Plans• White Papers• Internet References• Software • Subscription Newsletter
5 Testimonials Testimonials from former training participants:• How the CDE training courses helped them enhance the capacity of their
organization’s local development practitioners• How they are better positioned to bid on/win/implement donor assistance projects
6 Shopping Cart Functionality that allows the user to select one or multiple courses and/or items (Books, content subscriptions, etc.) and offers options to purchase the selected items. Displays discounts and total charges.
7 Careers (Future) Offering job postings and career development content, either through a strategic partnership with an organization such as Devex or with originally developed content.
Home Page Content (cont’d.)
#Primary Function Description
8 Blog The CDE blog, usually maintained by an individual, provides regular entries of commentary, descriptions of events and will provide news on a particular subject. It will need to be determined if the CDE blog will enable the readers to leave comments in an interactive format as part of the blog.
9 MyCDE A user’s password-protected personal and account profile providing personalization, access to subscription-based content, fulfillment info, previous courses and certification progression.
10 NavLinks Links from the primary navigation bar and other major buttons, links, etc that allow users to continue to navigate if scrolled to content below the fold. An alternative mode of site navigation if local technology limitations block viewing the primary navigation bar.
11 Development News (Future)
International development news content originally developed by CDE or syndicated content provided via strategic partnership with an organization(s) such as Devex, Mango or InsideNGO.
12 Promotional Area (Future)
Area/Space on the home page utilized to promote or advertise new courses, events, and partnerships. Typically, this area is designed like an online ad, with a call-to-action and would link to page within site that contains more information.
13 Logo – Links to Home
A best practice and commonly known to users as a means of navigating to home page.
14 Header Graphic Header area on the home page can be used to display a “welcome” or brand message. May also be used to promote or advertise new courses, events, and partnerships. If this area is designed like an online ad, with a call-to-action, it would link to a page within the site that contains more information.
15 Search Utilizing metadata within site, enable a Search capability from the Home Page and presumably from all other pages
© 2010 Idea Integration Corp. All Rights Reserved.
Initial Solution Concept
Consolidated Database
Registration
CMS
CDEhome.org
Customers
Products &
ServicesHotels
Courses &
Sessions
Trainers
eCommerce
Consolidated Database
Registration
© 2010 Idea Integration Corp. All Rights Reserved.
Future State Concept
CRM
ECommerce CMS
eLearning
ExternalESP
Customers
Products &
ServicesHotels
Courses &
Sessions
Trainers
CDEhome.org
Web HostingTier Features Typical Price Range Example Providers
I Basic Business Package - Shared Hardware with other
website/applications- User Managed
$35 - 100/month www.1and1.com
II Dedicated Servers- Options to upgrade hardware to
boost performance- User Managed
$150 - 250/month www.1and1.comwww.hostway.comwww.hostdime.com
III Managed Hosting- Hardware upgrade options- Administration & monitoring
provided- OS Patching- Data Backups
$400 - 650/month www.rackspace.com
Content Management System
Tier Features Typical Price Range Example Providers
I Open Source- PHP & MySQL technologies that
align with web hosting- Community developed
extensions
No software licensing costs
www.joomla.orgwww.modxcms.com
II Software as a Service (SaaS) - eCommerce, eMarketing and web
analytics modules typically available
$3K - 8K/month based on number of seats
www.bridgelinedigital.comwww.clickability.com
III Proprietary - Typically deployed on-premises
but can be hosted - eCommerce, eMarketing and web
analytics modules often available
$30 - 70K perpetual license + annual maintenance
www.sitecore.comwww.bridgelinedigital.comwww.percussion.com
E-Commerce System
Tier Features Typical Price Range Example Providers
I Component-based- Product Catalog- Shopping Cart & Checkout- Payment Gateway- Merchant Account
Open source catalog and cart options availableCart: $19/monthPayment Gateway: % of transaction fee + fee for the transactionMerchant Account: $10/month
www.oscommerce.comwww.zen-cart.comwww.foxycart.comwww.cdgcommerce.com
II Online Store Service / eCommerce Add-on
$25 -100/month www.1and1.comwww.shopify.com
III CMS Module $30K perpetual license + annual maintenance
www.bridgelinedigital.com
Email Service Provider (ESP)
Features Typical Price Range Example Providers
• Easy GUI Interface• Pre-send preview• 1-click unsubscribe
processing• Campaign Scheduling• HTML Email Editor• Multiple lists and
segments• SPAM Check (mailchimp)• Integrations
Pay as you go, no-contract$200 - 400/month – 12K – 20K emails
www.mailchimp.comwww.constantcontact.comwww.Bronto.comwww.SilverPop.com
Platform Recommendations
Immediate: Remain on 1&1 Shared Hosting
1. Enable site registration2. DB Migration to enable e-Commerce 3. Implement Advanced eShop for e-Commerce4. Set up Group and Bundled Discount Structure5. Integrate Open-Source CMS solutions – for custom registration templates
*Short-Term: Migration to Dedicated Managed Hosting
1. Basic Service level with User Managed web pages2. Perform a User Profile Analysis/Personas3. Promote initial phases of e-learning (Trainer interface, webinars)4. Customized Discounts/Promotions/Coupon Codes5. Implement more robust CMS, e-Commerce and CRM components
*Long-Term: End-to-End Managed Custom Hosting Solution
6. Enable MyCDE for course planning/management7. Custom integration to in-house systems (e.g., Finance, CRM)8. Subscription Content
- E-learning, Webinars, Podcasts, Select web content
Duration: 1-3 months
Duration: 3-6 months
Duration: 6-12 months
* Increased IT commitment required
ROI Strawman – CDE Forecast
FY09 FY10 FY11 FY12 FFY13Y13
Gross Profit $471,329 $723,079 $1,769,903 $2,120,254 $2,509,149
Total Overhead
$468,231 $336,750 $536,550 $615,878 $646,672
NPBIT $3,098 $386,329 $1,233,353 $1,514,376 $1,862,476
Cash Flow* $3,098 ($258,671) $995,353 $1,328,376 $1,862,477
* Reflects Investments, Legal Costs and Amortization of purchase price
ROI Strawman
,350 FY10 FY11 FY12
Investment Funds $95,000 $138,000 $86,000
Web Hosting $1441 $3,0003 $4,8005
CMS & DB Integration $30,000 $145,0004
ESP $1602 $750 $4,800
E-Commerce $0 $600 $600
E-Learning $25,000 $30,000 $30,000
Total (rough estimates) $55,300 $179,350 $40,200
1 Based on expenses with the current webhost vendor (1&1)2 Based on expenses to date with the current webhost vendor (1&1)3 Dedicated Hosting @$250/mth (1&1)4 Roughly estimated (for the immediate recommendations) based on purchase of a CMS
solution with IT consulting support 5 Managed Dedicated Hosting @$400/mth
ROI Strawman
1
A baseline of current performance must be established before a comparison can be made.
The change in performance from the baseline that resulted from the IT investment is used to calculate the financial return on the investment.
ROI Pre-requisites• Track and Forecast Revenue and Cost by Seminar
• Track and Forecast Seminar Participation
• Track and Forecast Revenue for non-training products and services
• Identify new products/services• Develop business case• Price and project revenue/units of sale
Recommended Next Steps
1. Identify an IT partner to assist with implementing Idea Integration’s immediate recommendations.
2. Perform a more in-depth vendor/product analysis to arrive at the best combination of providers that meets the current and future needs of the organization.
3. Perform a MS-Access DB cleanup to normalize data.
4. Integrate an Open Source CMS.
5. Utilize an e-commerce solution that meets CDE’s requirements and integrates with a CMS to customize participant registration and invoicing.• Develop custom e-commerce shopping cart webforms to allow
capture of participant level course registration.
• Develop custom invoicing to support individual discount calculations for organization based registrations.
Mobile Recommendations • CMS - Any Content Management System selected must
have native ability to publish content, forms, that can be customized to the mobile user experience
• mCommerce - E-commerce to facilitate mobile users
• CRM - Customer Relationship Management (CRM) tool and how it delivers messages and content to the mobile user
• ESP - Selection of an Email Service Provider (ESP) should consider ability to integrate with CMS, mCommerce and CRM to handle delivery of email communication
• Content Strategy – Define what tasks the users are likely to conduct on the site
• Mobile Design - Site design needs to ensure navigation and display of content across various mobile platforms
CDE Audience Profiles
Additional Target Audiences and User Profiles
Based on CDE marketing plan input received, there are several other target audiences that in the future CDE, or a partner, would need to focus on to closely examined their goals, needs and on the tasks performed by these audiences.
Addressing these audiences/user groups and their needs will further improve the usability of the site and create a stronger revenue generator and deliver an improved ROI.
User Experience Process
Additional user audiences to target # User Profile Profile Description1 Trainers View registration lists of seminar attendees, view links/download course material,
tutorials on development training, How to be a trainer resources, blogs – brainstorming with other trainers or with participants after class, sharing course content to registered class participants on their MyCDE site.
2 Consultants Looking for info on how to work in the development space, courses/certification programs targeted to consultants.
Contractors For profit organizations involved in donor funded projects.
3 Donors Looking for information about organizations.
4 Businesses developers
How to win grants, build business in the developing world, news targeted to business developers.
5 NGO Non-Governmental Organization involved in donor funded projects.
6 Development Practitioners
Medical practitioners, engineers etc. Directing them to the DPF site - http://www.devprac.org/.