Jim Cassidy Presentation - from the IMI & DMI Digital Marketing for the Pharma Industry workshop, 17th Oct 2012

2. Web Project
Management

3. Agenda
1 Introduction
2 Our Digital Landscape
3 Defining the brief – The 4 Q’s
4 Project Life Cycle
5 Pitfalls
6 Questions

4. Jim Cassidy - Web Design
Managing Director - Lucidity Digital - Web Applications
- Mobile Web
- SEM
- Social Media strategy
www.lucidity.ie
e: jcassidy@lucidity.ie - Apps (Mobile & Facebook)
p: 01 2934800
- Email Marketing

13. Pharmaceutical
OTC / Consumer
Grocery

14. Our Digital
Landscape

15. Web, Search, Social &
Technology

16. Web, Search, Social &
Technology

17. Web, Search, Social &
Technology

18. Web, Search, Social &
Technology

19. Web, Search, Social &
Technology
375 Million Tablets Will Be Sold Globally In 2016
Forrester

20. The shifting sands...search?
October 2011 – September 2012

21. The shifting sands...search?
October 2012

22. The shifting sands....Social!!
October 2011 – September 2012

23. The shifting sands....Social!!
July 2012 – September 2012

24. The shifting sands....Social!!
July 2012 – September 2012

25. The shifting sands...Mobile!!!

26. The shifting sands...Mobile!!!
January 2012 – October 2012

27. The shifting sands...Mobile!!!
Mobile Vs Desktop 2010 - 2012

28. A bit techie...Browsers
Browser Versions 2012

29. Defining the brief.. People
There are 2 project managers
One on the client side
One on the agency side

30. Defining the brief.. People

31. Defining the brief.. The 4 Q’s

32. Defining the brief.. People
Embrace your inner Geek :-)

33. Defining the brief.. People
Ensure everyone is
at the table from the start

34. Defining the brief.. The 4 Q’s
Planning
Planning
Planning

35. Defining the brief.. The 4 Q’s
DISCOVERY
DESIGN
DEVELOPMENT
DEPLOY

36. 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?

37. Defining the brief.. The 4 Q’s
1.Who are you trying to reach?

38. Defining the brief.. The 4 Q’s
2.What are you trying to say?
•IPHA
•Brand Guidelines
•Existing research
•Localising global campaign

39. Defining the brief.. The 4 Q’s
3.What do you want them to do?
User has a clearly User is given information
defined call to action on that will encourage them
the sites homepage to continue
Step 1 Step 2 Step 3 Step 4
User is presented with User has the opportunity
uncluttered relevant to engage
content.

40. Defining the brief.. The 4 Q’s
4.How will you know it has worked?

41. Project Life Cycle
DISCOVERY
DESIGN
DEVELOPEMENT
DEPLOY

42. Project Life Cycle
DISCOVERY
Review & creation of a brief in a discovery session
Development of a functional spec document
Common pursuit of vision & goals

43. Project Life Cycle
DISCOVERY

44. Project Life Cycle
Functional Spec
- Project Overview
- Site design
- Information Architecture
- Database Architecture & Storage
-Use cases
- Relevant documentation
- Schedule

45. Project Life Cycle
Functional Spec
Web
Customer
Application
API
SQL DB
Users

46. Project Life Cycle
DESIGN
- Wire Frames
- Design – An iterative process

47. Project Life Cycle
DESIGN

48. Project Life Cycle
DEVELOPEMENT
Create the HTML & CSS
Development server
Onsite optimisation & Content creation
CMS integration
Third party integration

49. 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

50. Project Life Cycle
DEPLOY
- TETO & RERO
- Usabilty Testing
- Link Testing
- Onsite optimisation
- Cross browser testing
- Analytics

51. Project Life Cycle
DEPLOY
Test early, Test often
Release early, Release often

52. Project Life Cycle
DEPLOY
Focus Groups?
Don’t make them think?
A/B & multivariate testing

53. Project Life Cycle
DEPLOY - Browser testing

54. Project Life Cycle
DEPLOY - Analytics
• Analytics
• A/B Multivariate
• Conversion optimisation
• Surveys
• Feedback
• Eye Tracking
• Focus Groups

55. Project Life Cycle

56. Project Life Cycle

57. Project Life Cycle

58. Pitfalls
1 Ever changing requirements / Scope creep
2 Vague feedback
3 Communication breakdown
4 Approval process is too lengthy
5 Go Live date is changed
6 Design by committee
7
Slide  58
Site goes live – the job is complete

60. Thank You

61. Jim Cassidy
P: 01 2934800
E: jcassidy@lucidity.ie
W: www.lucidity.ie