Projects can be murky to begin with. Which channel? Where to start? What platform to use? The only way through it is with great planning and a structured process. Detailed research with clearly defined requirements, a concise solution and clear lines of communication, all leading to a final product that achieves its goals and is delivered on time and on budget.
Regardless of the size of a project, it's essential to gain an understanding of the business requirements prior to any design or development commences. This involves interviewing stakeholders across different departments - such as sales and marketing, finance and operations, IT and customer service - to understand and document the business and technical drivers for the project.
If an existing site is being replaced, website statistics and sales data will be reviewed and insights identified for the project.
Information gathered in the Discovery phase is used to define the overall solution. The final site structure, user scenarios, all functionality and overall scope will be specified, from which the design and solution will be formed. If the client isn't tied to a specific technology or platform, different options will be reviewed to determine the most appropriate one for the project.
If budget is a constraint, off-shore development options will be investigated and supplier sourced and managed.
A project roadmap will detail the different stages for the project, breaking it down into a number of related tasks and steps that will be followed to deliver the final solution. The project plan will clearly indicate when assets need to be supplied, review timeframes and sign-off milestones to ensure the project stays on track.
A culmination of the specification, wireframes and a creative brief will commence the design process, with expectations set and a design concept produced. Once an overall look and feel is approved, all site pages and emails will be designed. Depending on the budget, paper based testing can be performed to test the design interaction on real customers.
Client and server-side development commences based on the approved designs and specification. Html and CSS is tested to ensure the site displays in target browsers and the CMS platform developed from the ground-up or customised from an off-the-shelf solution. Any integration with 3rd party systems is also addressed. Test plans are produced to prepare for the next phase.
The site is tested by uploading client supplied content and running any scheduled tasks or web services that connect to ERP / POS systems and other external sources. Once the site is operating as per the specification, User Acceptance and Quality tesitng is performed and the site handed over to the client for a final review and approval. The site is then deployed onto the client's server or onto an external hosting provider.
The launch of the website or application is just the start of the journey, as the focus shifts to increasing traffic and revenue. This involves implementing an online marketing plan using all relevant channels (search, email, social etc) with offline support to target your segments and convert on your site. Website analytics are used to constantly measure and make sense of the data, adapting your marketing activity and user experience by implementing the changes that will have the biggest impact. Constantly update and question everything.