Hook42 zero-to-go-pt1-business-v2

Case Study: Enmetric.com Hook 42

ZERO TO GO IN 13 DAYS
A Case Study of Enmetric.com
Part 1: The business stuff

Aimee Degnan
aimee@hook42.com

answers@hook42.com 1


Who are we?

Aimee

Kristen


Strengths Services Clients
Get hooked:
Hook 42 Drupal Zero to go Start ups

Flexible. Web Content Second Small
Management Opinion business

Work smart.
Enterprise
Rescue Midsize
Content
Fix complex problems. Mission business
Publication

Integrate anything. Custom
Application Add-ons Enterprise
Integration
Culture chameleon.

Strategic
Scale for growth. Moving
Technology Education
House
Leadership

Deploy correctly.
Systems
Helping Hand
Architecture
Work efficiently.



Presentation Takeaways
• Correctly defining the project prepares you
for success.

• You CAN do things Good, Right, and Fast.

• Not just the destination, but how you get
there.

• Process, techniques and tools used.

• Ask us Questions along the way.



Client: Business Need
Enmetric
Systems • Upcoming conference
• Large press release
• 3 page HTML site from 2010
• No one “got” what they did

Constraints
• Don’t bother our resources
• Use newly final branding
• Leverage existing, but dated, copy
http://www.enmetric.com
Environment
Green Technology

• 3 business folks (sign-off)
Plug Load Management
• 1 dev / designer
Hardware + Software • 2 ops-type people


Enmetric Functional.
Zero to Go: Start Professional.
What does it EOB Platform to grow.
mean?? May 23 By 7 June 2012.

Today

Every project has a
different “zero”.

Most projects aren’t at a
true “zero” point.

“Go” can mean a lot of
things.

Results may vary.



Defining
Scope:
Chaos to Clarity
Explicitly
Requested
Problems
to Solve

Sometimes clients don’t
say everything that they Implicit
need.

Defining the “problem”
or need in context to the
business helps inform
the solution.
Total Project Scope
Understanding the Presale In / Out Scope Definition
business, as an + Kick-off
implementation partner,
will help you help your
clients.



Enmetric.com Starting Point



Brochure, HTML vs
Trust Me: Website, Wordpress vs
Requirements Articles Drupal
are your friend.
Content Technical
Assessment Assessment
Reality: there are a lot of
moving parts to account
for, even for a small site.

Closing the knowing-
Business Strategic
doing gap: from initial
engagement to fleshing
Environment Requirements Vision
docs:
out the details.
Wireframes
Comps
Sometimes it “sounds” Infra defined
bigger to the client than Increase sales,
initially requested.
Speed time to
understanding,
Essential in the learning
process for the Get employees
business.



Eye Doctor: Step 1: Inspiration
Honing Design
Direction • Closer to
• Further from
• Industry trends
Step 2: Structure
People need to see and
interact with “stuff” to • Pages needed
know what it is about.
• Info Architecture
Baby steps. Taken very • Wireframes & Content Plan
quickly.

Help digest change over
Step 3: Design
time.
• Leverage branding & styles
Essential in the learning • Provide comps
process for the
business. • Expect to tune CSS


Moving Fast:
Project May 23 May 29 June 2 June 3 June 5 June 18
Roadmap

Simplicity.

Parallel work.

Clear decision Scope Define Implement Tune Go Live!
Business
milestones. Hand-off

• Tech platform • Theme • Apply copy • Really? • Tune content
Flexible framework • Design • Write Copy • Debug Tonight? • Stylistic
• Biz Review • Infrastructure • Infra test • Sweet adjustments
choices. goodness! • Training and
• Biz Review • Secure
• Performance handoff
Early dependency • Site Content
Testing
identification. • Biz Review

Efficient work should be
used in any project. PR – June 5
Conf – June 10


How already?: Wireframes & Content
Tools & Plan
Techniques • Omni Graffle (Sketchy)
• 2 review cycles
What is the fastest tool
that we HAVE and CAN
use quickly? Comps
Word, Yo. • Omni Graffle (design)
• Colors, fonts, padding
Structure Diagrams
(OnmiGraffle)
• 3 review cycles

Lots of screen caps.
(SnagIt!) Copy & Assets
Pretty Pics. (Adobe • Word
CS6) • One review cycle in Word
• Ongoing review on site
MAMP and LAMP



• Provided core functionality to development
Biz Prep: team
Getting Dev.
Started • Defined Integration Needs

• Quickly defined the content and general
site structure

• Created infrastructure needs with Ops
teams:
• GIT
• PHP Versions / Extensions
• Ngnix
Get destination defined • Memcached
for framework choice. • AWS
• Amazon MySql DB services
Prepare for any
infrastructure needs not
“implicit”.



Biz Prep: • Design based on the Quick IA
Commence / Structure (initial) and
theming!
Content Plan

• Making it Responsive

• Expectation Setting:
• Design fine tuning is in the site
• Framework can provide
changes in the future



• Created how-to documents in
Biz Prep: Confluence
Education

• Role based documentation
• All, Biz, Dev, Ops

Teach a man to fish. • Role based training
Hands on training.

• Train the trainer (at the same
Reference materials for
self service help.

time)


Then and Now: Design
Old Site New Site



Then and Now: Content
Then Now

• Developer needed to • Messaging is clearer for
code pages. the business.

• Systems admin will FTP
• Targets each audience.
changes to GoDaddy.

• Broken Google Analytics. • Business updates a page
in minutes.
• When was it last
updated? • Integrated YouTube



Then and Now: SEO
Old Site New Site

• Google, results page 5 on • In 4 days, Google page 4
core terms
• In 5 days, Google page 2
• Most results were other
sites referencing Enmetric • Now, Google page 1, 5th
result, 3 results on the
page



Then and Now: Analytics
Then Now

• 6-7 visitors ave, 20 daily • 30 – 50 average daily
visitors, at best visitors

• Broken GA home page • 46% new

• A lot of drop off • Ave Visit Duration grew to
~ 5 min.

• Pages / visit ~4



Takeaways: Good 
Good, Bad, • Parallel Work
• Omni Graffle
and Meh • Clear Sign-offs
• Drupal 7
• Design tuning expectations
• Research the industry
Bad 
• Going fast is OK for some, not for others.
• Go-live too accelerated.
• More involvement from complete biz team.
• We like more testing to remove irritating bugs.
Meh. 
• Adding functionality = adding debug time.
• “Implicit Requirements” to dev team
• Provided more “road mappy” diagram for the biz.
• Design.
• Copy in Word. Good / Bad.
Lessons are always • Google Docs.
learned.


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