Web Strategy @ Upanz

Web Strategy

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Provoke Solutions

2nd September 2008

Lulu Pachuau

Design meets Business

E.g.2

E.g.

Example web strategy project

• Client: IRL (Industrial Research Limited)

• Goal: Generate ideas and create a roadmap of how IRL can

use the internet to leverage its business.

• Business: science research, CRI

• What the client wanted...

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“...from basket case to case study”

What does this mean?

?

4

?

What…5

What…

Strategy is about...

• Focus

6

Focus

FOCUS

Identifying what we need to think

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about when designing the site.

Focus

When should you create Focus?

When you have: (not exhaustive)

• No vision statement

• Unclear or ambiguous vision statements

– E.g. Our mission is to create great experiences.

• You think you are reaching too high

• Everything as priority 1

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• Everything as priority 1

• Lots of excuses why previous builds failed

• No success measures

• No explicit design guidance or principles

• Impractical or unachievable goals & measures

How…9

How…

Identify opportunities and problems

• Understand business, information and operational models

• Brainstorm in a workshop, Stakeholder interviews

• Outline opportunities and objectives

– Derive from business model and other relevant processes

• Identify success measures

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• Outputs

– Vision statement

– Business objectives

Focus

With IRL...

• Workshops x 4

• About 10 people – stakeholders, champions, different teams

• 3 hrs

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Focus

Focus – IRL

Values and Mission

Current website offering

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Vision statement

Site objectives

What…13

What…


• Focus

• Definition

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Focus Definition

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Got it

Got it

Got it

Sure

?

DEFINITION

Defining what we are actually going

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to take to market.

Focus Definition

When should you create DEFINITION?

When you have or are experiencing: (not exhaustive)

• Featur-itis and scope creep

• Stakeholders and business owners are not sure about the

purpose of the project

– E.g Why are we doing this? Do we need this feature? What is the ROI?

• Unclear vision statement

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• No project definition or charter

• No objectives

• Different interpretations and expectations by different team

members and sponsors

• Too many “what-if’s”

How…18

How…

Definition is where you...

• Start getting a clearer picture of what you want to do

• Convert goals into tangible artefacts – the “what” of your

website vision

• Outline your requirements

• Brainstorm in a workshop

– Generate ideas, Participatory design sessions

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• Outcome

– Input into high-level requirements

Focus Definition

With IRL...

• Workshops x 4

• About 10 people – stakeholders, champions, different teams

• 3 hrs

• Postcard from the future, homepage concepts

• Background reading – IT plans, Business Plans, Comms Plans

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Focus Definition

Definition – IRL

Themes & suggestions

Concepts

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Requirements

What…22

What…


• Focus

• Definition

• Customer Value

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Focus DefinitionCustomer

value

Customer

value

When should you define the Customer Value?


• Unclear vision statement

• Your website looks like the competition

• You have a large customer base

– e.g. Whole of NZ, everyone between 15 and 45

• Internal people don’t speak same way about your site

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• Internal people don’t speak same way about your site

• Internal people don’t know what you’re working on

CUSTOMER VALUE

Defining the value proposition to

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the end-user.


value

Customer

value

Customer value is about

• Understanding...

Who is the target

audience?

What experiences are

compelling to them?

How is your offering

different from what’s

out there?

Baby

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Baby

site

Illustration concepts from Adaptive Path UX Intensive

How…27

How…

With IRL...

• Define user groups

• Comparative study

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Customer value – IRL

• Compare features and offerings

Opportunity for

IRL - Point of

Difference

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Difference

- Add value to

customers

What…30

What…


• Focus

• Definition

• Customer Value

• Scope

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Dusks borrowed from Adaptive Path UX Intensive Chicago – design strategy slides


value

Customer

valueScope

SCOPE

Making trade-offs for different

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stages of the evolution of the site.


value

Customer

valueScope

When should you create SCOPE?


• Unrealistic delivery expectations

• Nervous developers

• No-one is terribly excited about what you are building

• Too much paring back of features

– E.g. Just remove the header, we’ll do it later

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– E.g. Just remove the header, we’ll do it later

• Have no specific timeframe or goal for releases

• No plan or clear list of features

• Everything is important

• Too many edge cases

Scope is about..

• What to do first

• What not to do

• Trade-off features

• Prioritisation – objectives, target users and requirements

• Also about Focus

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• Outcome

– Strategic roadmap


value

Customer

valueScope

How…35

How…

Scope is about...

• Priorisation – objectives

– Business importance vs. Feasility

• Also about Focus

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Borrowed from Adaptive Path UX Intensive Chicago – design strategy slides

Scope is about...

• Trade-offs – Features

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Web strategy project

• Prioritisation – Objectives & User groups

Goal &

Focus

Feature

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Feature

s/Scope

Business

value

Customer

value

What?39

What?

“”

Strategy for your website provides an explicit understanding of the goals of the site and your users…

“”

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”the site and your users…

Adaptive Path ”

Web strategy – basics

• What does the business want out of the site? – Site Objectives

• What do our users want out of it? – User needs

Web strategy

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Web strategy

Site objectives User needs

Web strategy – basics

• 3 Principles

– Will people want/like it? – Desirability

– Can we build it? – Capability

– Can we sustain it? – Viability

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Viability Capability

Desirability

Website/ Product/

Service

Develop a vision

Outline site objectives

Identify success measures

Prioritise objectives

Build a roadmap

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measures

Identify & understand target users

Do a comparative

analysis

Define requirements

objectives

Use these questions to frame your web strategy...


value

Customer

valueScope

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... as a part of your workshops

Web strategy

Site objectives User needs

Elements of web strategy

Viability Capability

Desirability

Web

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Elements of web strategyDesirability


valueScope

Strategy docs

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Strategy docs

For IRL – Strategy documents

Detailed strategy

document

Presentation

(concepts,

roadmap, strategy)

Insights

(research findings)

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Tools?48

Tools?

Digital camera

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Background reading

Skills?51

Skills?

Thank you ☺

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Thank you ☺

[email protected]

Inspired by & adapted from Adaptive Path UX Intensive (Chicago)

http://adaptivepath.com

http://adaptivepath.com/events/2008/oct/strategy.php

Web Strategy @ Upanz

Business

Transcript of Web Strategy @ Upanz