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This presentation covers how organisations should approach a new digital project such as a web portal, system or mobile app (or combination of all) while considering the brand strategy, marketing or growth hacking approach and technology. The keynote examines the principles of a strategy and different methodologies for the product/project production such as agile, sashimi waterfall, lean and user centred design (UCD). The deck then delves into how to write a concise brief, how to go about resourcing and pick a technology platform or framework (such as Laravel or Ruby on Rails). The presentation covers how great design and project management is fundamental to success and why the design heuristics are so important. Finally the presentation also mentions why PM tools like JIRA, basecamp and Trello are important.
INNOVATIVE BUT ADAPTIVE
THERE ARE 4 TYPES OF
DIFFERENT PROJECTS NEED DIFFERENT
1. Branding and marketing projects
2. Information and content rich projects
3. Functional, system and IoT driven applications
4. Combos, as most projects combine at least two of the above.
When going ‘cross-channel’ further consideration is required.
LIVE IN MOVIES…
BUT HELP IS HERE. HERE ARE APPROACHES
TO HELP DELIVER AND EXECUTE YOUR
1. Agile and Scrum - Geared towards (2-3 weekly) sprint releases that
include QA, little to no documentation, a self managing team with a
‘product owner’. Planning is done within each sprint via user stories.
2. Waterfall - Normally a phased approach with upfront planning and
specifications followed by design. Development is normally done in
the middle with user acceptance testing (UAT) at the end.
3. Lean - More of a set of principles and philosophy, encouraging
experiments and pivots via MVPs, learning, iterating and improving.
Lean propagates avoiding development waste at all costs.
THE PROJECT TRIANGLE TO THE RESCUE
PLANNING PLANNING PLANNING PLANNING
and registration screens
import and blog
search and UAT fixes
(UX) & Design
Five Whys root cause analysis
Open source components
Product owner accountability
Net promoter score
SUMMARISING THE APPROACHES
Using the agile manifesto as a base
Agile Waterfall Lean
Individuals and interactions Processes and tools Proven and people focused processes
Working software Software and documentation Validated software and wikis
Customer colloboration Contracts and negotiations Smart, flexible and challenged proposals
Responding to change Following a plan The build, measure, learn loop
THINGS TO INCLUDE IN A BRIEF:
1. Outline strategy - Reference to your original strategy, your
hypothesis and goals for both the launch (MVP) and beyond!
2. Approach - What type of methodology do you want to take?
3. Resources - Who’s going to do what and when? It should be clear
what you expect from each partner and stakeholder.
4. Content strategy - This requires careful thought.
5. Marketing - How will marketing be built-in to your new project and
what happens when the project launches?
6. Branding - Your brief should refer to brand guidelines which are
important and will expedite the production if done properly.
7. Technology - It’s always worth outlining what you need in the brief.
I CHOOSE A LAZY PERSON TO DO
A HARD JOB BECAUSE A LAZY
PERSON WILL FIND AN EASY WAY
TO DO IT.
1. Touch-points - Based on the touch points and channels you are
designing for, carefully select proven and scalable technology.
2. MVC Framework - For the backend use a model-view-controller
(MVC) framework. The model manages the data and business logic.
3. Platform - Sometimes it’s worth using a platform if all you need is a
basic CMS-powered or e-commerce website.
4. TDD - Test driven development (TDD) entails writing test scripts
and unit tests upfront to constantly test functionality.
5. Bundled releases - Schedule software releases every two weeks on
a staged server so all resources work in tandem.
1. User centred design (UCD) - Regardless of your approach,
incorporate UCD so decisions are made based on real user input.
2. Design heuristics - Make sure that both the creative and technical
teams adhere to IA and IxD heuristics.
3. Interdisciplinary teams - Make sure the team is cross-disciplinary
and works closely together, challenging each other all the time.
4. Presentations and walk throughs - Use ‘show and tells’ to regularly
present weekly progress.
5. Use good PM tools - Use tools like JIRA to manage issues,
Basecamp for communication and Trello as a lean board.
A QUICK RECAP:
1. Strategy - Stick to your strategy but ensure it’s lean and adaptable.
2. Approach - Feel free to pick and choose a methodology that suits
your type of project and organisational setup.
3. Brief - Make sure the brief clearly articulates your goals and KPIs.
4. Experience design - Remember that your ‘experience’ needs to be
thoroughly tested with real people before you go to market. Use
UCD to help you really focus on your customers.
5. Putting it all together - Your project consists of branding,
technology and marketing elements. Your job is to ‘gel’ it together.