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Results Oriented Website Quickstart. [MM.DD..YY]. [PRESENTER]. Get ready: Sign in up front Pickup Student Manual handout Sign into WiFi : levelten -guest pw:levelten Install Dev Desktop Exercise 1.1 Import Open Enterprise Exercise 1.2. flickr.com/photos/ phossil /5117978738. - PowerPoint PPT PresentationTRANSCRIPT
[MM.DD..YY] [PRESENTER]
Results Oriented Website Quickstart
Get ready:• Sign in up front• Pickup Student Manual handout• Sign into WiFi: levelten-guest
• pw:levelten• Install Dev Desktop
• Exercise 1.1• Import Open Enterprise
• Exercise 1.2
flickr.com/photos/phossil/5117978738
Pop Quiz - Story Problem
In 2001, the Yellow Pages generates 100,000 bike sales in a year. There are 100 bike stores listed.
What is the average number of bikes a typical store should sell in a year from the yellow pages?
flickr.com/photos/silvery/4461519535
distribution of success?
Normal distribution
sales
num
ber
of s
hops
aver
age
Pop Quiz - Story Problem
In 2001, each of the 100 bikes stores started a website. In 2011, the web generates 100,000 bikes sales in a year.
What is the average number of bikes a typical store should sell in a year from the internet?
Vilfredo Pareto
distribution of success?
Power law
sales
Num
ber
of s
ites
typi
cal
lead
ers
business process improvement
cornerstones of highly successful web presences
audienceengagement
brandconversion
retention
continual innovation
What is this course?
Results
strategy
tools
skills
process
• Intro to ROW• Installation• Adding & editing content• Navigation
Session 1 – Content management
• Page layouts• Themes• Extending your site
Session 2 – Theming and extending
• Search Engine Optimization• Social Media
Session 3 – Online marketing
• Agile project management• User & usage centric design• What’s next
Session 4 – Product management
Who is it for?
• Small business owners• Startups• Non-profitsDIY
• Marketing & communications• Technology directors• Web team managers
Managers &
Stakeholders
• Graphic designers• Developers• Copywriters• Online Marketers
Web professiona
ls
Power law
results
Num
ber
of s
ites
Get some results
lead
ers
typi
cal
jum
psta
rt go
al
online advertising &
PR
performance based ads
(paid search)content
networkingAwareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requestsuser
requestsretention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
13flickr.com/photos/pochacco20 flickr.com/photos/mario_groleauflickr.com/photos/jurvetson
The platform
The big three CMSs
WordPress
Joomla
Drupal
Simple Advanced
The Drupal phenomenon
web building blocks
flickr.com/photos/timbradshaw
flickr.com/photos/saeba
The platform – open enterprise
Open Enterprise apps
Open Enterprisecore
Drupal
CMS driven web development
Focus shifts from “how do we build it” to “what should we build”
Traditional web development process
Requirements
• Concept • High-level requirements
• Requirements gathering • Requirements spec
Design• Product (UI) Design
• Wireframes• Detailed Design
• Functional specs
Implementation
• Creative design• Content• Development
Verification• Unit testing• Acceptance testing
• Beta testing
Maintenance
planning
development
live
Why do we plan?
• On time• On budget• In Scope
Certainty
• Look and feel• Features
Stakeholder utility
• Emotional branding• Content• Features• Usability & Experience
End user utility
• Increased revenue• Reduced cost • Increased goodwill
Organizational returns
typical
resultsoriented
Why should we plan?
certainty
stakeholderutility
userexperience
returns
waste
1. Maximize organizational returns
2. Optimize user experience
3. Reduce waste
Big Design Up Front
certainty
stakeholderutility
userexperience
returns
waste
6 months
$
Mid Design Up Front
certainty
stakeholderutility
userexperience
returns
waste
6 weeks
$
Planning for certainty
source: blogs.msdn.com/b/dannawi/archive/2009/05/15/2009-standish-chaos-report-we-are-successful-in-the-failure.aspx
certainty waste=
Getting what you want vs. knowing what you want
time
inno
vatio
n
high levelrequirements
design & architecture
mockups validation live
Freedom to innovate
Insight to innovate
certainty less stakeholder
utility
=
stakeholderutility more money
= $
Where to go
certainty
$
value
waste
cost $ $
AgileBig DUFMid DUF
A better approach
Requirements
Design
Implementation
Verification
website6 months
waterfall
Requirements
Design
Implementation
Verification
features2 weeks
agile
Light weight planning
certainty
stakeholderutility
userexperience
returns
waste
2 weeks
$
Results oriented light weight planning
certainty
stakeholderutility
userexperience
returns
waste
4 weeks
$$
To summarize
online
results
a.k.a more of the right stuff
agile project management
results oriented
user-centeredplanning
more stuff
the right stuff
Process
Types of models• User role models• Results models• User stories• Interface models
Models based• Light weight• Iterative• Comprehendible by everyone• Synchronization• Collaboration
Participatory workshops• Rapid• Synergistic• Comprehensive• Consensus
User role modeling
Process• Brainstorm• Organize• Consolidate & refine• Define• Prioritize
Definition:a collection of defining attributes that characterize a population of users and their goals, needs and intended interaction with the site
User role modeling: brainstorm
local newspaper
sports blogger
website administrator
hotels that need bikes for
guests
people from out of town
fans
staff
new bike rider
bike shoppers
person who wants to
upgrade their bike
competitive rider
bike owners
Job seekers
new mom/parent
casual bikers
tour guide
User role modeling: organize
local newspapersports blogger
people from out of town
fans
staff
bike shoppers
person who wants to
upgrade their bike
bike owners
Job seekers
new mom/parent
website administrator
hotels that need bikes for
gueststour guide
competitive rider
casual bikers
new bike rider
User role modeling: consolidate & refine
local newspapersports blogger
fans
staffbike shoppers
bike owners job seekers
new mom/parent
website administrator
tour guidecasual bikersnew bike rider
person who wants to
upgrade their bike
enthusiasts shoppers staff
renters
people from out of townhotels that
need bikes for guests
owners
competitive rider
job seekers
User role modeling: define
ownersDemographics• Age: 25-55• Gender: 65% male• Location: within 10 miles of store
Psychographics• Active lifestyle• Prefers being outdoors• Green
Behavioral• Significant web usage including search engines and social media• Research purchases online before buying• Significant use of mobile devices
Brand• Custom service is significant driver for brand loyalty• Likely to buy again from same store. Typically 1 bike every 4 years.
Site• Proficient web user • Likely to have high speed internet access
User role modeling: personas
renter
User role modeling: prioritize
enthusiastsshoppers
staffrenters
owners
job seekers
Primary Secondary Tertiary
Results modeling
Process• Brainstorm• Organize• Consolidate & refine• Prioritize
Definition:the benefits stakeholders want to achieve with the site.
Results modeling: types of results models
objectives
valued eventsgoals
Results modeling: brainstorm
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
lookBe more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Results modeling: organize
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Results modeling: consolidate
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
lookBe more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Goals Objectives FeaturesValued events
Results modeling: refine
increase bike sales
Goals Objectives Valued eventsIncrease by
sales by 50% a month within 6
months
Bike purchaseValue = 40% of the retail price
Results modeling: prioritize
increase bike sales
become a recognized
leader in the local biking community
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Sell more bike repair services
Sell more bikes online
Expand our digital footprint
Primary Secondary Tertiary
User stories
Process• Brainstorm• Organize & refine• Prioritize
Definition:describes a features and functionality of the site from the viewpoint of a user role
User stories: format
As a [user role]I want [a feature or goal] so that [a benefit or reason]
* so that is optional
A user story is a documented requirement and a note to discuss later
User stories: brainstorm
As a Bike Enthusiast, I would like to• read the latest bike shop news/blog• comment on the blog• share content through email and social media • see a calendar of events, classes, races• sign up for newsletter and alerts• see special offers• get contact information• see location and hours of operation
User stories: prioritize
MoSCoW approach• Must haves – we need these stories in order to launch the
project• Should haves – these are of high importance, but are not
show stoppers for the next release• Could haves – If we get a couple of these in it would be
nice, but they can be moved easily to the next release• Wants – These are not a priority but we want to keep track
of them as possibilities for future releases.
Interface models
Common interface models• Navigation Architecture & maps• Content Models • Wireframes and prototypes• Design comps
Definition:graphical or organizational representation of site elements and how they relate to each other
Interface models: wireframes
Project management methodologies comparison
Cowboy Agile Waterfall
Requirements Little formal requirements
Lightweight, structured
Very formal Big Design Up Front
Owner - teamAgreements
Usually fixed bid, poorly defined scope.
Typically fixed budget or fixed scope – value based
Initially fixed bid by stages. Modified by change orders.
Owner – team relationship
Undefined Collaborative Contractual
Owner – team communication
Whenever Cycle every 1-4 weeks
At major milestones. May be months apart.
Improvement changes requests
Whatever Discussed each cycle – better ideas easily integrated
Formal change order process built to resist change
Risk management
??? Adaptive - by doing, inspecting and adapting
Predictive – by planning
Installation
Exercises
thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: [email protected]: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken
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