Site design: how to deliver on time, on budget, and on purpose.
I've discussed the Minerva Archectural Process (MAP) steps to arrive at the point where most people begin the development process. These initial steps help get from abstract concepts (uncovery) related to Web site development to the concrete issues (optimization). All phases are critical to delivering a project on time, on budget, and on purpose.
Rapidly go through the uncovery, wireframe, and storyboard processes. Cycle through successive iterations to arrive at a finished prototype. The prototype's appearance is identical to the application to avoid that costly project killer, "scope creep."
During development, it's easy to focus on features and checklists. They're minimum requirements to get a site, any site, up and running. Concentrating on features for features' sake results in a bloated feature set (most of dubious utility) and a difficult product for users. Adding a feature to a Web site, regardless of its utility or role in the sales process, is poor persuasion and worse architecture.
Features are not a site's value. Value lies in a customer's ability to complete the tasks described in scenarios they find relevant. If your team recognizes the difference, they'll strive to create a site that enables users to complete actions they (and you) want them to take.
Acceptance Tests and Freeze
Lay out these scenarios, then use them to complete the front end of the development process (no coding yet). No prototype is complete until it accomplishes all client-identified scenarios, and does so in a way the user of each scenario agrees with in an "acceptance test." At the point where both client and development team agree prototyping is complete, freeze the prototype. No other changes can be made (in this version). A final set of acceptance tests are then defined.
How do you know when iterations are done and freeze can occur?
Hal Helms explains: "There's an old story told about a little girl who's asked to spell 'banana.' 'I know how to spell it,' she explains. 'I just don't know when to stop.'" (Keep reading, I'll explain later...) With these techniques, we know when to start writing markup and code (when the prototype is frozen) and (just as important) when to stop (when the prototype runs). Thus, we begin to craft a system that will make both client and developer successful.Development
What's the danger in writing code? Author and businessman Richard I. Winwood said, "If we do not choose to plan, then we choose to have others plan for us." If you fail to provide every detail, the developer makes choices for you. If the prototype is complete, there's no guesswork. He'll do what he does best: code.
Every hour spent planning a project saves roughly three in coding and development. Programming is expensive -- way more than planning. It doesn't take a rocket scientist to understand the significant savings in keeping a brake on development until planning is complete. If that means spelling the fruit "banananana," so be it.
Optimization is where a development project comes full circle. Technically, the site works. That's the point of acceptance test hurdles. Now, test how visitors use the site. By tying in the site's objectives (defined in the uncovery phase) and viewing the persuasive architecture's results in visitor scenarios (created during wireframing), you can determine using Web analytics how close intent is to what actually occurs. Then, follow a disciplined strategy based on measurement, testing, and re-evaluation to get closer to meeting objectives and to improve results of every page not meeting its responsibility.
Keys to Success
Successful methodology requires:
Bryan will speak at ClickZ Email Strategies in San Francisco, November 18-19.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT