Jim cassidy presentation
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Jim Cassidy Presentation - from the IMI & DMI Digital Marketing for the Pharma Industry workshop, 17th Oct 2012
Transcript of Jim cassidy presentation
Web Project Management
Agenda
Introduction
Our Digital Landscape
Defining the brief – The 4 Q’s
Project Life Cycle
Pitfalls
1
2
3
4
5
Questions 6
Jim Cassidy Managing Director - Lucidity Digital
- Web Design - Web Applications - Mobile Web - SEM - Social Media strategy - Apps (Mobile & Facebook) - Email Marketing
www.lucidity.ie e: [email protected] p: 01 2934800
Pharmaceutical
OTC / Consumer
Grocery
Our Digital Landscape
Web, Search, Social & Technology
Web, Search, Social & Technology
Web, Search, Social & Technology
Web, Search, Social & Technology
Web, Search, Social & Technology
375 Million Tablets Will Be Sold Globally In 2016 Forrester
The shifting sands...search? October 2011 – September 2012
October 2012
The shifting sands...search?
The shifting sands....Social!! October 2011 – September 2012
July 2012 – September 2012
The shifting sands....Social!!
July 2012 – September 2012
The shifting sands....Social!!
The shifting sands...Mobile!!!
January 2012 – October 2012
The shifting sands...Mobile!!!
Mobile Vs Desktop 2010 - 2012
The shifting sands...Mobile!!!
A bit techie...Browsers Browser Versions 2012
Defining the brief.. People
There are 2 project managers
One on the client side One on the agency side
Defining the brief.. People
Defining the brief.. The 4 Q’s
Defining the brief.. People
Embrace your inner Geek :-)
Defining the brief.. People
Ensure everyone is at the table from the start
Defining the brief.. The 4 Q’s
Planning Planning Planning
Defining the brief.. The 4 Q’s
DISCOVERY DESIGN DEVELOPMENT DEPLOY
Defining the brief.. The 4 Q’s
1.Who are you trying to reach? 2.What are you trying to say? 3.What do you want them to do? 4.How will you know it has worked?
Defining the brief.. The 4 Q’s 1.Who are you trying to reach?
Defining the brief.. The 4 Q’s 2.What are you trying to say?
•IPHA •Brand Guidelines •Existing research •Localising global campaign
Defining the brief.. The 4 Q’s 3.What do you want them to do?
User has a clearly defined call to action on the sites homepage
User is given information that will encourage them to continue
User is presented with uncluttered relevant content.
User has the opportunity to engage
Step 1 Step 2 Step 3 Step 4
Defining the brief.. The 4 Q’s 4.How will you know it has worked?
Project Life Cycle
DISCOVERY
DESIGN
DEVELOPEMENT
DEPLOY
DISCOVERY Review & creation of a brief in a discovery session Development of a functional spec document Common pursuit of vision & goals
Project Life Cycle
DISCOVERY Project Life Cycle
Functional Spec Project Life Cycle
- Project Overview - Site design - Information Architecture - Database Architecture & Storage -Use cases - Relevant documentation - Schedule
Functional Spec Project Life Cycle
Web Application
SQL DB
Users
Customer API
DESIGN - Wire Frames - Design – An iterative process
Project Life Cycle
DESIGN Project Life Cycle
DEVELOPEMENT Create the HTML & CSS Development server Onsite optimisation & Content creation CMS integration Third party integration
Project Life Cycle
DEVELOPEMENT Meta /Title Domain - www Search friendly URL Relevant content 301 redirects 404 page Sitemap XML sitemap Backlinks Site speed Canonical meta tag
Project Life Cycle
DEPLOY - TETO & RERO - Usabilty Testing - Link Testing - Onsite optimisation - Cross browser testing - Analytics
Project Life Cycle
DEPLOY
Test early, Test often
Release early, Release often
Project Life Cycle
DEPLOY Focus Groups?
Don’t make them think?
A/B & multivariate testing
Project Life Cycle
DEPLOY - Browser testing
Project Life Cycle
• Analytics • A/B Multivariate • Conversion optimisation • Surveys • Feedback • Eye Tracking • Focus Groups
DEPLOY - Analytics Project Life Cycle
Project Life Cycle
Project Life Cycle
Project Life Cycle
Pitfalls
Slide 58
Ever changing requirements / Scope creep
Communication breakdown
Approval process is too lengthy
Go Live date is changed
1
2
3
4
5
Vague feedback
Design by committee 6
7 Site goes live – the job is complete
Thank You
Jim Cassidy P: 01 2934800 E: [email protected] W: www.lucidity.ie
