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M A T T E R O F F O R M
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Our Brand Promise
E X C E P T I O N A L C R A F T S M A N S H I P
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM
A M A N
Luxury Design & Development
PARKA LONDON
Content driven eCommerce, platformed on
Magento 2.1 with international storefronts
A F F O R D A B L E A R T F A I R
Global Marketplace enabling 3000 galleries to sell online
Salesforce Integration and Portal Development
Magento & Wordpress
Educating Consumers By Weaving Personalised Content &
Innovation Across The Entire Customer Experience
W O L F O R D
Writing a Better Magento eCommerce Brief - Matter Of Form
KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM
UX, Design & Full Stack Development
Global Technical Architecture
32 Global Sites
Internationalisation
Content Production & Management
24/7 Maintenance & Support
Ongoing iterative improvement
A M A N
Luxury Design & Development
Brand-Led CRO & CRM
R O S E W O O D
Simplifying a complex proposition
& multifaceted booking flow
C H I V A S O M
UX, Design, Dev Management
CRM Strategy
Analytics & Data
B E L M O N D
Writing a Better Magento eCommerce Brief - Matter Of Form
A N A G E N C Y I S A S U N I Q U E A S
I T S P R I N C I P L E S & P R O C E S S
Exceptional
Craftsmanship
Good Hearted
Business
Inspired
by Challenge
Humble
yet Forthright
O U R V A L U E S
Writing a Better Magento eCommerce Brief - Matter Of Form
I N N O VA T I O N | B R A N D E X P E R I E N C E | C O M M E R C E
What do we do?
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
L U X U R Y B R A N D S I N F A S H I O N , H O S P I T A L I T Y & T H E A R T S
T R U S T U S T O I M P R O V E C O N V E R S I O N W I T H O U T C O M P R O M I S I N G E Q U I T Y …
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
M 2
ScaleFaster
Faster,Cheaper
Changes
EnhancedBusiness
Agilityand
Productivity
BetterDesign
HigherConversion
EngagingShopping
Experiences
N E W M A G E N T O 2 C A P A B I L I T I E S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Video
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
1 0 R E A S O N S F O R M A G E N T O 2 . 1
Multiple currencies, languages and payment types
Easy third-party integrations
Magento 1 official support ends in 2018, no new
feature developments will happen.
Improved programming patterns which results in a more
clearer and manageable code by the use of best practise
Better UX features covering indexing, page-load
and page rendering.
Ajax-driven features and responsive theme support
Improved mobile and responsive configuration and less CSS
support which will reduce development time.
Customised security permissions and database separation
capabilities which allows business up-scale
Versatile Content Management with intuitive
visual-based editor.
Optimised OpCache which makes PHP software
run faster and more efficiently.
“Magento2 that can support the growth of popularity of your brand, and can address any requirements in terms of service
availability and scalability, connectivity, geo-location and infrastructure that your website may need in time”.
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
W O O D F R O M T R E E S
Your eCommerce is the front end for a unique brand, business
and operational structure.
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Yes. This old iceberg.
What you don’t quite see.
W E ’ R E A L L R E A L L Y ( R E A L L Y ) D I F F E R E N T T O O .
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
MARCOMS
AGENCIES
Lightweight Campaign
work
BRAND AGENCIES IT VENDORS
Editorial Design,
Functionally Insensitive
Brand Insensitive
Heavyweight
transformation
programmes, high
strategy overhead
MANAGEMENT
CONSULTENCIES
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
1 0 B U I L D I N G B L O C K S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
S U C C E S S M E T R I C S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
10 Building Blocks for a Brief
Goals: Hard or Soft Metrics.
Traffic?
Conversion?
Dwell?
Engagement?
•
ProductMix?
•
Cohorts?
•
Internationalisation?
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
B R A N D V S . C O N V E R S I O N
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
10 Building Blocks for a Brief
A D I G I T A L S E A O F S A M E N E S S
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Ifi’daskedmycustomerswhatthey'dwantedi’dhavebuilta fasterhorse
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
"It's reallyhardtodesignproductsby focusgroups.
Alotoftimes,peopledon'tknow whatthey wantuntilyoushow ittothem."
Remember Remember.
P E O P L E H A T E C H A N G E
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Test & learn. Conversion & usability. Brand-led differentiation & value creation.
P A R E T O P R I N C I P L E
80 / 20
MOF: Wolford eComms Video
MOF: Wolford eComms Video
10 Building Blocks for a Brief
A U D I E N C E
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
T H E M O R E Y O U H A V E T H E B E T T E R
Includea6monthview+cohort analysis
•
Areyouattractingtherightpeople?
•
Whospends,whodoesn’t.
•
Whowill buyyourproductinthefuture
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
A S I N G L E - M I N D E D O V E R A R C H I N G I N S I G H T T O W O R K F R O M
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
• User Scenarios
• Business requirements.
• Technical requirements.
• Brand strategy
• Scenario maps / User Journeys
• List of prioritised functionalities & features
• List of prioritised use cases
“I want to hire the whole resort, but
which one has the greatest capacity?”
U S E R S C E N A R I O S T O P R I O R I T I S E D F E A T U R E S
User Scenario Scenario Mapping & User Journeys Functionality & Feature Prioritisation
I N P U T S O U T P U T S
• Inputs
• Analytics
• Requirements (i.e. functionality & feature prioritisation)
• User Flows
• Fully Developed & Tested User flows
• Hi-Fidelity Wireframes
• Interface principles & patterns
Registration
Registration
L.K.Bennett checkout
Guest
checkout
Member
Login
Login options
Is user
credentials
valid?
Start
NO
Did user request
password reset?
NO
YES
Continue
NO
NO
YES
YES
Password reset/
external process
YES
Process
ends
Process
ends
User Flows Draft Wireframes, Prototyping & Testing Hi Fidelity Wireframes
Sketch 3
U S E R F L O W S T O W I R E F R A M E S
I N P U T S O U T P U T S
P R O J E C T M E T H O D O L O G Y
10 Building Blocks for a Brief
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
1. Productised ‘core’.
Some agencies only
work in this way.
2. Bespoke
requirements.
Approximated level of
creative flexibility and
digital/operational
literacy.
3. AGILE sprints based
on a resource mix.
A G I L E v s . Wa t e r f a l l
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
A G I L E v s . Wa t e r f a l l
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
AGILE: Pros & Cons
Frequent opportunity to
see work being delivered.
Faster Launch. Risk
Mitigation
Client Ownership over
result.
Allows for change
CONSPROS
Heavy reliance on client
Might not be able to
produce all deliverables
within budget
Can require code
refactoring (especially for
integration work)
A typical user story flows as follows:
“As a [user], i want [ function], so that [value]”
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
A C C E S S I B L E T A S K B R E A K D O W N S A S W E M O V E T H R O U G H A G I L E S P R I N T S
D a i l y s t a n d u p s a n d s c r u m s
W e e k l y e m a i l r e p o r t
W e e k l y s t a t u s c a l l
B i - w e e k l y r o u n d t a b l e S p r i n t p l a n n i n g & r e v i e w
M o n t h l y p l a n n i n g & r e v i e w s e s s i o n s w i t h S e n i o r t e a m
P o s t - p r o j e c t w a s h u p
W A Y S O F W O R K I N G
A G I L E v s . Wa t e r f a l l
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Full alignment over scope
and budget
Less overhead on clients
time.
Easier to manage
integration as design
component plays complete
W A T E R F A L L
PROS CONS
Low level of flexibility over
scope
Not in the interests of the
agency to adapt approach
Higher level of risk
Unstable Back-end
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
What does that look like in terms of distribution?
CONTENT/
BRAND
CUSTOM FEATURES
OOTB & INTEGRATION LAYER
20%
40%
40%
ANANT • 27TH JANUARY 2017
C O N T E N T
10 Building Blocks for a Brief
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Influencers & Initiatives.
Content Production Process
Campaigns.
Content
S A M P L E S F R O M A C R O S S T H E S P E C T R U M
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
For example…
THE DRAFT CONTENT FRAMEWORK
CREATIVE APPROACH
THE KNOWN UNKNOWN
STORIES OF WORLDLY SUPRISE & WONDER, TOLD FROM A PLACE OF COMFORT
PILLAR
TITLE
SURPRISE & AWE NEWS FROM AMAN THE AMAN WAY
PURPOSE
To better compete commercially through
the use the commonly used keywords
that are typically off brand
To inform others of the latest Aman news,
press releases and updates
To induct newcomers into what makes Aman
so different. It’s heritage, culture and
approach.
DESCRIPTION
Stories of discovery and exploration
from Aman and the world around it
Real estate and spa treatments etc.
PR and press, reviews etc.
Communicating the ways in which Aman is
grown not built; reflecting the surroundings
in which it inhabits.
PERSPECTIVE
WRITTEN FROM
3RD PERSON 1ST PERSON 1ST PERSON
CONTRIBUTORS
EXPERTS, JOURNALISTS,
BIOGRAPHERS, EDITORS, TRAVELLERS,
PERSONALITIES, BUSINESSMAN etc.
AMAN PR, MARKETING TEAM,
GM’S etc
AMAN THROUGH COPYWRITERS
USE OF
COMMERCIAL
KEYWORDS
STRONG
LOW
CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED
KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY
LOW
CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED
KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY
KEY COMMERCIAL FOCUS
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Editorial calendars used to plan,
approve and syndicate activity
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
All agency incumbents (and goals if possible).
SEO/PPC/PR reporting.
List all tech platforms.
Partners & Platforms
Y O U R A G E N C Y & T E C H E C O S Y S T E M
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Bio’s of key team members.
Specific relevant experience for the brief.
All agencies resource projects very differently.
Agency Team
K N O W Y O U R T E A M .
V A L U E
10 Building Blocks for a Brief
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
The Business Case for Change
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
(Reactive to Proactive)
(Thelma, PR & Marketing)
“70% of my time is spent managing the agency & getting
content & products onto the site”
F R O M M A N A G I N G E C O M M E R C E
T O B U I L D I N G A B U S I N E S S
Thelma, PR & Marketing
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
(Thelma, PR & Marketing)
£833,903.46
T O T A L P R O J E C T R E T U R N O N I N V E S T M E N T
£55,430 of Investment will generate…
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
(Thelma, PR & Marketing)
£15.04
R E T U R N O N I N V E S T M E N T
Every £1 of Investment will generate…
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
Increased Operating
Revenue
Lower Operating
Costs
£1:15
£681,903.46
£152,000
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
Increased Operating
Revenue Brand awareness
drives traffic to site
Higher Sales Volume
Brand Awareness
Lower Operating
Costs
Less Employee Time
Less Spend
Less time equals less
cost & increased
productivity (e.g.
brand awareness)
Less time + spend
managing site =
more time + spend
building brand
£1:15
£681,903.46
£152,000
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
Increased Operating
Revenue
Higher Sales Volume
Brand Awareness
Lower Operating
Costs
Less Employee Time
Less Spend
Quicker Content & Catalogue
Management
Rapid Campaign Dev.
Deployment
Quicker, More Comprehensive
Reporting & Insight
Abandon Basket Reports / On Site Search
Analytics / Custom Reports
Upload, Remove & Edit Products & Content in
Seconds, not Minutes
Insight + Strategy + Execution in Seconds: Elevating
Best Sellers, Applying Flash Sales & Sending Emails
Brand awareness
drives traffic to site
Less time equals less
cost & increased
productivity (e.g.
brand awareness)
Less time + spend
managing site =
more time + spend
building brand
£1:15
£681,903.46
£152,000
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
£1:15
Increased Operating
Revenue
£681,903.46
Higher Sales Volume
Brand Awareness
Lower Operating
Costs
£152,000
Less Employee Time
Less Spend
Low Cost Internationalisation
Cheap Yet Stable Technology
Low Agency Fees
Scalable Order Fulfilment
Quicker Content & Catalogue
Management
Rapid Campaign Dev.
Deployment
Quicker, More Comprehensive
Reporting & Insight
Less staff costs
Abandon Basket Reports / On Site Search
Analytics / Custom Reports
Upload, Remove & Edit Products & Content in
Seconds, not Minutes
Insight + Strategy + Execution in Seconds: Elevating
Best Sellers, Applying Flash Sales & Sending Emails
Multi-Site Replication for Circa £5,000 / Easy
Currency & Language Selector / AutoTranslate
Cheaper ERP Integration / Stock Management
& Inventory System Out-of-the-Box
Free OS, Database, Web Server / Defined Roadmap /
Long-Term Investment / Cheap Upgrades
Module Marketplace / Don’t Pay for Platform Dev.
No Agency Lock Up / Easy Knowledge Transfer
Easy to Find Magento Trained Staff / Less Time &
Training Expenditure / Better Morale & Retention
Brand awareness
drives traffic to site
Less time equals less
cost & increased
productivity (e.g.
brand awareness)
Less time + spend
managing site =
more time + spend
building brand
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
Increased Operating
Revenue
Higher Sales Volume
Brand Awareness
More Traffic
Increased PR & Content Efforts
Social Sharing & Reviews
Loyalty Rewards / Google & Amazon Shopping /
Default Best Practice SEO / DataCapture & Email
Less Time Managing Site = More Time on PR,
Marketing & Content Production
Share Product & Content Out-of-the-Box /
Olapic Social Scraping / Feefo Reviews
Lower Operating
Costs
Less Employee Time
Less Spend
Low Cost Internationalisation
Cheap Yet Stable Technology
Low Agency Fees
Scalable Order Fulfilment
Quicker Content & Catalogue
Management
Rapid Campaign Dev.
Deployment
Quicker, More Comprehensive
Reporting & Insight
Less staff costs
Abandon Basket Reports / On Site Search
Analytics / Custom Reports
Upload, Remove & Edit Products & Content in
Seconds, not Minutes
Insight + Strategy + Execution in Seconds: Elevating
Best Sellers, Applying Flash Sales & Sending Emails
Multi-Site Replication for Circa £5,000 / Easy
Currency & Language Selector / AutoTranslate
Cheaper ERP Integration / Stock Management
& Inventory System Out-of-the-Box
Free OS, Database, Web Server / Defined Roadmap /
Long-Term Investment / Cheap Upgrades
Module Marketplace / Don’t Pay for Platform Dev.
No Agency Lock Up / Easy Knowledge Transfer
Easy to Find Magento Trained Staff / Less Time &
Training Expenditure / Better Morale & Retention
Brand awareness
drives traffic to site
Less time equals less
cost & increased
productivity (e.g.
brand awareness)
Less time + spend
managing site =
more time + spend
building brand
£1:15
£681,903.46
£152,000
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
ROI
Increased Operating
Revenue
Higher Sales Volume
Easy to Implement Promotions
Higher AOV/ ABV
Higher Conversion
Easy to Implement Gifting
Wish List / Content Weaved Into Commerce /
Easier Product Recommendation & Bundling
Faster Page Load & Checkout / UX Best Practice
Checkout / A/B Testing / Abandon Basket Triggers
Flash Sales Out-of-the-Box / Drag & Drop
Merchandising
Gift Wrapping & Messaging / Different Billing &
Shipping Out-of-the-Box
Brand Awareness
More Traffic
Increased PR & Content Efforts
Social Sharing & Reviews
Loyalty Rewards / Google & Amazon Shopping /
Default Best Practice SEO / DataCapture & Email
Less Time Managing Site = More Time on PR,
Marketing & Content Production
Share Product & Content Out-of-the-Box /
Olapic Social Scraping / Feefo Reviews
Lower Operating
Costs
Less Employee Time
Less Spend
Low Cost Internationalisation
Cheap Yet Stable Technology
Low Agency Fees
Scalable Order Fulfilment
Quicker Content & Catalogue
Management
Rapid Campaign Dev.
Deployment
Quicker, More Comprehensive
Reporting & Insight
Less staff costs
Abandon Basket Reports / On Site Search
Analytics / Custom Reports
Upload, Remove & Edit Products & Content in
Seconds, not Minutes
Insight + Strategy + Execution in Seconds: Elevating
Best Sellers, Applying Flash Sales & Sending Emails
Multi-Site Replication for Circa £5,000 / Easy
Currency & Language Selector / AutoTranslate
Cheaper ERP Integration / Stock Management
& Inventory System Out-of-the-Box
Free OS, Database, Web Server / Defined Roadmap /
Long-Term Investment / Cheap Upgrades
Module Marketplace / Don’t Pay for Platform Dev.
No Agency Lock Up / Easy Knowledge Transfer
Easy to Find Magento Trained Staff / Less Time &
Training Expenditure / Better Morale & Retention
Brand awareness
drives traffic to site
Less time equals less
cost & increased
productivity (e.g.
brand awareness)
Less time + spend
managing site =
more time + spend
building brand
£1:15
£681,903.46
£152,000
Y E A R 1 R O I U P L I F T M O D E L
Previously 156,951. A 23% Increase
An increase of %, from £106.93
A rise of 181%, from 0.71% to at least 2%
230,195 More Consumers Aware of Brand
Multi-Site + ERP + OS + Database + Web
Server + Staff Acq, Retention, Morale & Training
I N - S T O R E / W H O L E S A L E
Previously £119,157.67, a rise of 264.39%
Project Cost
£55,430
Increased Revenue
£681,903.46
Project Year 1 ROI
£15:1
Lower Costs
£152,000
START
36,413 More People on Site
5% Increase, based on better SEO & more staff
time spent on PR, Marketing & Content
2,753 More Conversions
£112.28 Average AOV
£315,046.17 More Revenue
£152,000 Cost Savings
£217,101.92 More Retained, Loyalty & Gifting Revenue
£149,755.38 More Abandon Cart Revenue
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
(Thelma, PR & Marketing)
M O D E L L I N G O N R E Q U E S T
Data Sources & Assumptions
Average PR & Marketing Manager Salary £37.500* (Total Jobs).
40% of users go to checkout, 43.5% of visitors complete sign up or login
part of the checkout, 12.2% complete it (formissimo)
75.6% of carts are abandoned (eConsultancy).
11.61% of cart abandonment emails are clicked (eConsultancy).
AOV of basket abandonment emails is 14.2% higher than typical
purchases (eConsultancy).
29.9% of clicks lead to a purchase back on site (eConsultancy).
SEO & Brand Awareness Uplift Uplift of 10%
Conversion rate from 0.2% - 1%
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
The Relationship Moving Forwards
K E Y C H A N G E S
A P R O B L E M - O R I E N T E D B R I E F
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a
l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n
B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N
Site Updates & Improvements
I N C R E M E N T A L I M P R O V E M E N T S
Be Progressive
H Y P O T H E S I S H E A T - M A P P I N G ,
R E C O R D I N G & G O A L F U N N E L L I N G
Approx £29 per month
…and understand the value of change
S P E E D - T E S T I N G & P R O G R A M M A T I C R O L L O U T
BR IDAL FEATURES
CONTROL BRIDAL FEATURES
Financial investment
in activity
Delivery efficiency
of activity
Soft measure
that when combined
with others drives
larger change
Business KPIs
Input Process Output Outcome
Return on
investment ratio
ROI
£GBP
Days to complete
Non-billable
resource cost
Click-through-rate
Site traffic
Conversion rate
£Revenue
Input Process Output Outcome
£1:5
ROI
More Comprehensive
ROI models
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a
l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n
B U T W H A T A B O U T B R A N D ?
T H E C O S T O F S U B J E C T I V E P R O C E S S E S & D E C I S I O N - M A K I N G
I n a c c u r a c y
L a c k O f D i r e c t i o n
I n d e c i s i o n & P a r a l y s i s
O r g a n i s a t i o n a l M i s a l i g n m e n t
P a r t n e r M i s a l i g n m e n t
O v e r l y C o m p l e x & P o l i t i c a l P r o c e s s e s & D e c i s i o n - M a k i n g
L a c k O f A c c o u n t a b i l i t y
C o m p r o m i s e d B r a n d E q u i t y & V a l u e
C o m p r o m i s e d C o m m e r c i a l P e r f o r m a n c e
S p e n d I n e f f i c a c y
C o m p r o m i s e d M o r a l e & S t a f f T u r n o v e r
C o m p r o m i s e d C u s t o m e r S a t i s f a c t i o n
Our Proprietary Approach & Framework
B R A N D S A N D B O X I N G
Brand
Not Easily Measured
Conversion
Easily Measured
H o w T o Q u a n t i f y B r a n d D e c i s i o n s ?
B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Conversion Patch
Tests Control against potentially
higher converting tests
Brand Patch
Tests Brand Control Elements against
Conversion Control to find value differential
S P L I T T E S T I N G I N 2 P A T C H E S
BC CC
Test 1 Test 2 Test 3Test 1 Test 2 Test 3
CTsV sCCV s
MAIN LIVE SITE
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Q U A N T I F I E D B R A N D V S C O N V E R S I O N G A P S
Brand Conversion
Test No
Brand
Control
Conversion
Control
Element
Tested
BCCT Result Differential
Monthly
Value
Live?
BCCT1 1% 2% Module 1 1.1% 0.1% $100,000 ?
BCCT2 1% 2% Module 2 1.7% 0.7% $700,000 ?
BCCT3 1% 2% Module 3 1.5% 0.5% $500,000 ?
BCCT4 1% 2% Module 4 1.3% 0.3% $300,000 ?
M a t r i x S i m p l i f i e d F o r P r e s e n t a t i o n P u r p o s e s
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
“Based on this data, I can hit my online revenue targets if you let me change the tone of
our core checkout CTAs from brand to conversion-led, otherwise I’ll be 25% below”
S U P P O R T
U X | C o n t e n t | D e s i g n | e C o m m
S e r v i c e | D e l i v e r y | T r a n s p a r e n c y
I S S U E S O L V I N G
1 2 3
4 5 6
Issue raised Work scheduled Work plan approved
(cost & timings)
Work executed
(system auto-updates
stakeholders on progress)
Testing on QA Server
(client & agency)
Ticket closed
7
Time tracked &
reports supplied
I S S U E S O L V I N G
1 2 3
4 5 6
Issue raised Work scheduled Work plan approved
(cost & timings)
Work executed
(system auto-updates
stakeholders on progress)
Testing on QA Server
(client & agency)
Ticket closed
7
Time tracked &
reports supplied
M A I N T E N A N C E , P R O D U C T I O N O R S T R A T E G I C L E A D E R S H I P ? ?
Tier 1 Production / Execution
For clients who wish to drive their own agenda, write task briefs and see them actioned.
This tier budgets limited time from the senior team, and no results playback, other than a three
month review of working practices and contract value.
Process
Task/Brief
Project
Management/
Quote
Client Sign Off PM Action
Solution
Delivered
Pros Cons
Ad-hoc pricing Limited accountability
Reactionary
No proactive Strategic Leadership
Typical Activities
Skill set Activity
PM/AM Client liaison
External Agency liaison
UX Ad-hoc review of change/feature requests
Design Execution of UX recommendations
Integration of third party platforms
Development of comms. assets
Development Integration of third-party platforms
Drupal Review and essential maintenance
Tier 2 Strategic Oversight
For clients who have an idea of what to do, and have a defined agenda to drive forward,
but want decisions informed, ratified and validated through data and analysis.
This tier includes senior team oversight on all briefs, monthly status updates, and
quarterly improvement plans.
Process
Task/Brief
Project Team
Briefing (UX,
Content,
Strategy,
Design)
PM Response/
Quote and
Actions
Solution
Delivered
Results and
Recommendat
ions prepared
Skill set Activity
PM/AM Client liaison
External Agency liaison
Strategy Quarterly Business Case and Production Roadmap
development
Strategic oversight over briefs and feature requests
UX Ad-hoc review of change/feature requests
Inspectlet Review and recommendations
Crazyegg Review and resort specific recommendations.
Optimizely reporting and split testing.
Internal stakeholder interviews and feature prioritisation
Design Design Direction
Execution of UX recommendations
Integration of third party platforms
Development of comms. assets
Development Integration of third-party platforms
Zendesk Support ticket monitoring
Drupal Review and essential maintenance
Pros Cons
Strategic Oversight on all Briefs Limited accountability
Success Measurement and Analysis
Tier 3 Strategic Partnership
For clients who want pro-active, ROI-driven creative and technical advancement. This tier
includes on-going strategic input, and participation in management presentations as
required. MOF will be accountable in driving growth through optimisation and evolution of
the clients digital platform.
Process
Strategy
Roadmap
(monthly and
one year plan)
Task briefs
written by
MOF
Task briefs
signed off by
client
Solution
Delivered
Monthly
Results and
ROI meeting
and document
Skill set Activity
PM/AM Client liaison
External Agency liaison
Strategy Monthly and Yearly Business Case development
Digital Brand Guardianship and strategic input and validation of
external decisions
Innovation Strategy (through the MOF Change Framework)
Authorship of all task briefs
Strategic oversight over briefs and feature requests
Definition of success metrics and ROI reporting
UX
Desk research to present best in class examples during monthly
updates
Proactive planning for individual resorts and geographies.
Ad-hoc review of change/feature requests
Inspectlet Review and recommendations
Crazyegg Review and resort specific recommendations.
Optimizely reporting and split testing.
Internal stakeholder interviews and feature prioritisation
Design Design Direction
Execution of UX recommendations
Integration of third party platforms
Development of comms. assets
Development Integration of third-party platforms
Zendesk Support ticket monitoring
Drupal Review and essential maintenance
Bio’s of key team members.
Specific relevant experience for the brief.
All agencies resource projects very differently.
WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
Agency Team
ANANT • 27TH JANUARY 2017
Anant Sharma
CEO, Matter Of Form
anant@matterofform.com
https://www.linkedin.com/in/anantisms

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Writing a Better Magento eCommerce Brief - Matter Of Form

  • 1. M A T T E R O F F O R M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 2. Our Brand Promise E X C E P T I O N A L C R A F T S M A N S H I P WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 3. KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM A M A N Luxury Design & Development PARKA LONDON Content driven eCommerce, platformed on Magento 2.1 with international storefronts
  • 4. A F F O R D A B L E A R T F A I R Global Marketplace enabling 3000 galleries to sell online Salesforce Integration and Portal Development Magento & Wordpress
  • 5. Educating Consumers By Weaving Personalised Content & Innovation Across The Entire Customer Experience W O L F O R D
  • 7. KEYNOTE 01 • 19TH JANUARY 2016MATTER OF FORM UX, Design & Full Stack Development Global Technical Architecture 32 Global Sites Internationalisation Content Production & Management 24/7 Maintenance & Support Ongoing iterative improvement A M A N Luxury Design & Development
  • 8. Brand-Led CRO & CRM R O S E W O O D
  • 9. Simplifying a complex proposition & multifaceted booking flow C H I V A S O M
  • 10. UX, Design, Dev Management CRM Strategy Analytics & Data B E L M O N D
  • 12. A N A G E N C Y I S A S U N I Q U E A S I T S P R I N C I P L E S & P R O C E S S Exceptional Craftsmanship Good Hearted Business Inspired by Challenge Humble yet Forthright O U R V A L U E S
  • 14. I N N O VA T I O N | B R A N D E X P E R I E N C E | C O M M E R C E What do we do? WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 15. L U X U R Y B R A N D S I N F A S H I O N , H O S P I T A L I T Y & T H E A R T S T R U S T U S T O I M P R O V E C O N V E R S I O N W I T H O U T C O M P R O M I S I N G E Q U I T Y …
  • 16. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 17. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 18. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 19. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 20. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 21. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 22. M 2 ScaleFaster Faster,Cheaper Changes EnhancedBusiness Agilityand Productivity BetterDesign HigherConversion EngagingShopping Experiences N E W M A G E N T O 2 C A P A B I L I T I E S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 23. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Video
  • 24. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 25. 1 0 R E A S O N S F O R M A G E N T O 2 . 1 Multiple currencies, languages and payment types Easy third-party integrations Magento 1 official support ends in 2018, no new feature developments will happen. Improved programming patterns which results in a more clearer and manageable code by the use of best practise Better UX features covering indexing, page-load and page rendering. Ajax-driven features and responsive theme support Improved mobile and responsive configuration and less CSS support which will reduce development time. Customised security permissions and database separation capabilities which allows business up-scale Versatile Content Management with intuitive visual-based editor. Optimised OpCache which makes PHP software run faster and more efficiently. “Magento2 that can support the growth of popularity of your brand, and can address any requirements in terms of service availability and scalability, connectivity, geo-location and infrastructure that your website may need in time”. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 26. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 W O O D F R O M T R E E S
  • 27. Your eCommerce is the front end for a unique brand, business and operational structure. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Yes. This old iceberg.
  • 28. What you don’t quite see. W E ’ R E A L L R E A L L Y ( R E A L L Y ) D I F F E R E N T T O O . WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 29. MARCOMS AGENCIES Lightweight Campaign work BRAND AGENCIES IT VENDORS Editorial Design, Functionally Insensitive Brand Insensitive Heavyweight transformation programmes, high strategy overhead MANAGEMENT CONSULTENCIES WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 30. 1 0 B U I L D I N G B L O C K S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 31. S U C C E S S M E T R I C S WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 10 Building Blocks for a Brief
  • 32. Goals: Hard or Soft Metrics. Traffic? Conversion? Dwell? Engagement? • ProductMix? • Cohorts? • Internationalisation? WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 33. B R A N D V S . C O N V E R S I O N WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 10 Building Blocks for a Brief
  • 34. A D I G I T A L S E A O F S A M E N E S S
  • 35. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 36. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 37. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 38. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 39. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Ifi’daskedmycustomerswhatthey'dwantedi’dhavebuilta fasterhorse
  • 40. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 "It's reallyhardtodesignproductsby focusgroups. Alotoftimes,peopledon'tknow whatthey wantuntilyoushow ittothem."
  • 41. Remember Remember. P E O P L E H A T E C H A N G E WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 42. Test & learn. Conversion & usability. Brand-led differentiation & value creation. P A R E T O P R I N C I P L E 80 / 20
  • 45. 10 Building Blocks for a Brief A U D I E N C E WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 46. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 T H E M O R E Y O U H A V E T H E B E T T E R
  • 48. A S I N G L E - M I N D E D O V E R A R C H I N G I N S I G H T T O W O R K F R O M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 49. • User Scenarios • Business requirements. • Technical requirements. • Brand strategy • Scenario maps / User Journeys • List of prioritised functionalities & features • List of prioritised use cases “I want to hire the whole resort, but which one has the greatest capacity?” U S E R S C E N A R I O S T O P R I O R I T I S E D F E A T U R E S User Scenario Scenario Mapping & User Journeys Functionality & Feature Prioritisation I N P U T S O U T P U T S
  • 50. • Inputs • Analytics • Requirements (i.e. functionality & feature prioritisation) • User Flows • Fully Developed & Tested User flows • Hi-Fidelity Wireframes • Interface principles & patterns Registration Registration L.K.Bennett checkout Guest checkout Member Login Login options Is user credentials valid? Start NO Did user request password reset? NO YES Continue NO NO YES YES Password reset/ external process YES Process ends Process ends User Flows Draft Wireframes, Prototyping & Testing Hi Fidelity Wireframes Sketch 3 U S E R F L O W S T O W I R E F R A M E S I N P U T S O U T P U T S
  • 51. P R O J E C T M E T H O D O L O G Y 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 52. 1. Productised ‘core’. Some agencies only work in this way. 2. Bespoke requirements. Approximated level of creative flexibility and digital/operational literacy. 3. AGILE sprints based on a resource mix.
  • 53. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 54. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 55. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 AGILE: Pros & Cons Frequent opportunity to see work being delivered. Faster Launch. Risk Mitigation Client Ownership over result. Allows for change CONSPROS Heavy reliance on client Might not be able to produce all deliverables within budget Can require code refactoring (especially for integration work)
  • 56. A typical user story flows as follows: “As a [user], i want [ function], so that [value]” WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 57. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 58. A C C E S S I B L E T A S K B R E A K D O W N S A S W E M O V E T H R O U G H A G I L E S P R I N T S
  • 59. D a i l y s t a n d u p s a n d s c r u m s W e e k l y e m a i l r e p o r t W e e k l y s t a t u s c a l l B i - w e e k l y r o u n d t a b l e S p r i n t p l a n n i n g & r e v i e w M o n t h l y p l a n n i n g & r e v i e w s e s s i o n s w i t h S e n i o r t e a m P o s t - p r o j e c t w a s h u p W A Y S O F W O R K I N G
  • 60. A G I L E v s . Wa t e r f a l l WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 61. Full alignment over scope and budget Less overhead on clients time. Easier to manage integration as design component plays complete W A T E R F A L L PROS CONS Low level of flexibility over scope Not in the interests of the agency to adapt approach Higher level of risk Unstable Back-end
  • 62. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 63. What does that look like in terms of distribution? CONTENT/ BRAND CUSTOM FEATURES OOTB & INTEGRATION LAYER 20% 40% 40% ANANT • 27TH JANUARY 2017
  • 64. C O N T E N T 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 65. Influencers & Initiatives. Content Production Process Campaigns. Content S A M P L E S F R O M A C R O S S T H E S P E C T R U M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 66. For example… THE DRAFT CONTENT FRAMEWORK CREATIVE APPROACH THE KNOWN UNKNOWN STORIES OF WORLDLY SUPRISE & WONDER, TOLD FROM A PLACE OF COMFORT PILLAR TITLE SURPRISE & AWE NEWS FROM AMAN THE AMAN WAY PURPOSE To better compete commercially through the use the commonly used keywords that are typically off brand To inform others of the latest Aman news, press releases and updates To induct newcomers into what makes Aman so different. It’s heritage, culture and approach. DESCRIPTION Stories of discovery and exploration from Aman and the world around it Real estate and spa treatments etc. PR and press, reviews etc. Communicating the ways in which Aman is grown not built; reflecting the surroundings in which it inhabits. PERSPECTIVE WRITTEN FROM 3RD PERSON 1ST PERSON 1ST PERSON CONTRIBUTORS EXPERTS, JOURNALISTS, BIOGRAPHERS, EDITORS, TRAVELLERS, PERSONALITIES, BUSINESSMAN etc. AMAN PR, MARKETING TEAM, GM’S etc AMAN THROUGH COPYWRITERS USE OF COMMERCIAL KEYWORDS STRONG LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY KEY COMMERCIAL FOCUS WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 67. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 68. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 69. Editorial calendars used to plan, approve and syndicate activity WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 70. All agency incumbents (and goals if possible). SEO/PPC/PR reporting. List all tech platforms. Partners & Platforms Y O U R A G E N C Y & T E C H E C O S Y S T E M WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 71. Bio’s of key team members. Specific relevant experience for the brief. All agencies resource projects very differently. Agency Team K N O W Y O U R T E A M .
  • 72. V A L U E 10 Building Blocks for a Brief WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 73. The Business Case for Change WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 74. (Reactive to Proactive) (Thelma, PR & Marketing) “70% of my time is spent managing the agency & getting content & products onto the site” F R O M M A N A G I N G E C O M M E R C E T O B U I L D I N G A B U S I N E S S Thelma, PR & Marketing WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 75. (Thelma, PR & Marketing) £833,903.46 T O T A L P R O J E C T R E T U R N O N I N V E S T M E N T £55,430 of Investment will generate… WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 76. (Thelma, PR & Marketing) £15.04 R E T U R N O N I N V E S T M E N T Every £1 of Investment will generate… WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 78. ROI Increased Operating Revenue Brand awareness drives traffic to site Higher Sales Volume Brand Awareness Lower Operating Costs Less Employee Time Less Spend Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 79. ROI Increased Operating Revenue Higher Sales Volume Brand Awareness Lower Operating Costs Less Employee Time Less Spend Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 80. ROI £1:15 Increased Operating Revenue £681,903.46 Higher Sales Volume Brand Awareness Lower Operating Costs £152,000 Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 81. ROI Increased Operating Revenue Higher Sales Volume Brand Awareness More Traffic Increased PR & Content Efforts Social Sharing & Reviews Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email Less Time Managing Site = More Time on PR, Marketing & Content Production Share Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews Lower Operating Costs Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000 WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 82. ROI Increased Operating Revenue Higher Sales Volume Easy to Implement Promotions Higher AOV/ ABV Higher Conversion Easy to Implement Gifting Wish List / Content Weaved Into Commerce / Easier Product Recommendation & Bundling Faster Page Load & Checkout / UX Best Practice Checkout / A/B Testing / Abandon Basket Triggers Flash Sales Out-of-the-Box / Drag & Drop Merchandising Gift Wrapping & Messaging / Different Billing & Shipping Out-of-the-Box Brand Awareness More Traffic Increased PR & Content Efforts Social Sharing & Reviews Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email Less Time Managing Site = More Time on PR, Marketing & Content Production Share Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews Lower Operating Costs Less Employee Time Less Spend Low Cost Internationalisation Cheap Yet Stable Technology Low Agency Fees Scalable Order Fulfilment Quicker Content & Catalogue Management Rapid Campaign Dev. Deployment Quicker, More Comprehensive Reporting & Insight Less staff costs Abandon Basket Reports / On Site Search Analytics / Custom Reports Upload, Remove & Edit Products & Content in Seconds, not Minutes Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails Multi-Site Replication for Circa £5,000 / Easy Currency & Language Selector / AutoTranslate Cheaper ERP Integration / Stock Management & Inventory System Out-of-the-Box Free OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Don’t Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention Brand awareness drives traffic to site Less time equals less cost & increased productivity (e.g. brand awareness) Less time + spend managing site = more time + spend building brand £1:15 £681,903.46 £152,000
  • 83. Y E A R 1 R O I U P L I F T M O D E L Previously 156,951. A 23% Increase An increase of %, from £106.93 A rise of 181%, from 0.71% to at least 2% 230,195 More Consumers Aware of Brand Multi-Site + ERP + OS + Database + Web Server + Staff Acq, Retention, Morale & Training I N - S T O R E / W H O L E S A L E Previously £119,157.67, a rise of 264.39% Project Cost £55,430 Increased Revenue £681,903.46 Project Year 1 ROI £15:1 Lower Costs £152,000 START 36,413 More People on Site 5% Increase, based on better SEO & more staff time spent on PR, Marketing & Content 2,753 More Conversions £112.28 Average AOV £315,046.17 More Revenue £152,000 Cost Savings £217,101.92 More Retained, Loyalty & Gifting Revenue £149,755.38 More Abandon Cart Revenue WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 84. (Thelma, PR & Marketing) M O D E L L I N G O N R E Q U E S T Data Sources & Assumptions Average PR & Marketing Manager Salary £37.500* (Total Jobs). 40% of users go to checkout, 43.5% of visitors complete sign up or login part of the checkout, 12.2% complete it (formissimo) 75.6% of carts are abandoned (eConsultancy). 11.61% of cart abandonment emails are clicked (eConsultancy). AOV of basket abandonment emails is 14.2% higher than typical purchases (eConsultancy). 29.9% of clicks lead to a purchase back on site (eConsultancy). SEO & Brand Awareness Uplift Uplift of 10% Conversion rate from 0.2% - 1% WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 85. The Relationship Moving Forwards K E Y C H A N G E S
  • 86. A P R O B L E M - O R I E N T E D B R I E F WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 87. S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N Site Updates & Improvements I N C R E M E N T A L I M P R O V E M E N T S
  • 88. Be Progressive H Y P O T H E S I S H E A T - M A P P I N G , R E C O R D I N G & G O A L F U N N E L L I N G Approx £29 per month
  • 89. …and understand the value of change S P E E D - T E S T I N G & P R O G R A M M A T I C R O L L O U T BR IDAL FEATURES CONTROL BRIDAL FEATURES
  • 90. Financial investment in activity Delivery efficiency of activity Soft measure that when combined with others drives larger change Business KPIs Input Process Output Outcome Return on investment ratio ROI £GBP Days to complete Non-billable resource cost Click-through-rate Site traffic Conversion rate £Revenue Input Process Output Outcome £1:5 ROI More Comprehensive ROI models WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 91. S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n B U T W H A T A B O U T B R A N D ?
  • 92. T H E C O S T O F S U B J E C T I V E P R O C E S S E S & D E C I S I O N - M A K I N G I n a c c u r a c y L a c k O f D i r e c t i o n I n d e c i s i o n & P a r a l y s i s O r g a n i s a t i o n a l M i s a l i g n m e n t P a r t n e r M i s a l i g n m e n t O v e r l y C o m p l e x & P o l i t i c a l P r o c e s s e s & D e c i s i o n - M a k i n g L a c k O f A c c o u n t a b i l i t y C o m p r o m i s e d B r a n d E q u i t y & V a l u e C o m p r o m i s e d C o m m e r c i a l P e r f o r m a n c e S p e n d I n e f f i c a c y C o m p r o m i s e d M o r a l e & S t a f f T u r n o v e r C o m p r o m i s e d C u s t o m e r S a t i s f a c t i o n
  • 93. Our Proprietary Approach & Framework B R A N D S A N D B O X I N G
  • 94. Brand Not Easily Measured Conversion Easily Measured H o w T o Q u a n t i f y B r a n d D e c i s i o n s ? B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 95. Conversion Patch Tests Control against potentially higher converting tests Brand Patch Tests Brand Control Elements against Conversion Control to find value differential S P L I T T E S T I N G I N 2 P A T C H E S BC CC Test 1 Test 2 Test 3Test 1 Test 2 Test 3 CTsV sCCV s MAIN LIVE SITE WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 96. Q U A N T I F I E D B R A N D V S C O N V E R S I O N G A P S Brand Conversion Test No Brand Control Conversion Control Element Tested BCCT Result Differential Monthly Value Live? BCCT1 1% 2% Module 1 1.1% 0.1% $100,000 ? BCCT2 1% 2% Module 2 1.7% 0.7% $700,000 ? BCCT3 1% 2% Module 3 1.5% 0.5% $500,000 ? BCCT4 1% 2% Module 4 1.3% 0.3% $300,000 ? M a t r i x S i m p l i f i e d F o r P r e s e n t a t i o n P u r p o s e s WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017
  • 97. “Based on this data, I can hit my online revenue targets if you let me change the tone of our core checkout CTAs from brand to conversion-led, otherwise I’ll be 25% below”
  • 98. S U P P O R T U X | C o n t e n t | D e s i g n | e C o m m S e r v i c e | D e l i v e r y | T r a n s p a r e n c y
  • 99. I S S U E S O L V I N G 1 2 3 4 5 6 Issue raised Work scheduled Work plan approved (cost & timings) Work executed (system auto-updates stakeholders on progress) Testing on QA Server (client & agency) Ticket closed 7 Time tracked & reports supplied
  • 100. I S S U E S O L V I N G 1 2 3 4 5 6 Issue raised Work scheduled Work plan approved (cost & timings) Work executed (system auto-updates stakeholders on progress) Testing on QA Server (client & agency) Ticket closed 7 Time tracked & reports supplied
  • 101. M A I N T E N A N C E , P R O D U C T I O N O R S T R A T E G I C L E A D E R S H I P ? ? Tier 1 Production / Execution For clients who wish to drive their own agenda, write task briefs and see them actioned. This tier budgets limited time from the senior team, and no results playback, other than a three month review of working practices and contract value. Process Task/Brief Project Management/ Quote Client Sign Off PM Action Solution Delivered Pros Cons Ad-hoc pricing Limited accountability Reactionary No proactive Strategic Leadership Typical Activities Skill set Activity PM/AM Client liaison External Agency liaison UX Ad-hoc review of change/feature requests Design Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Drupal Review and essential maintenance Tier 2 Strategic Oversight For clients who have an idea of what to do, and have a defined agenda to drive forward, but want decisions informed, ratified and validated through data and analysis. This tier includes senior team oversight on all briefs, monthly status updates, and quarterly improvement plans. Process Task/Brief Project Team Briefing (UX, Content, Strategy, Design) PM Response/ Quote and Actions Solution Delivered Results and Recommendat ions prepared Skill set Activity PM/AM Client liaison External Agency liaison Strategy Quarterly Business Case and Production Roadmap development Strategic oversight over briefs and feature requests UX Ad-hoc review of change/feature requests Inspectlet Review and recommendations Crazyegg Review and resort specific recommendations. Optimizely reporting and split testing. Internal stakeholder interviews and feature prioritisation Design Design Direction Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Zendesk Support ticket monitoring Drupal Review and essential maintenance Pros Cons Strategic Oversight on all Briefs Limited accountability Success Measurement and Analysis Tier 3 Strategic Partnership For clients who want pro-active, ROI-driven creative and technical advancement. This tier includes on-going strategic input, and participation in management presentations as required. MOF will be accountable in driving growth through optimisation and evolution of the clients digital platform. Process Strategy Roadmap (monthly and one year plan) Task briefs written by MOF Task briefs signed off by client Solution Delivered Monthly Results and ROI meeting and document Skill set Activity PM/AM Client liaison External Agency liaison Strategy Monthly and Yearly Business Case development Digital Brand Guardianship and strategic input and validation of external decisions Innovation Strategy (through the MOF Change Framework) Authorship of all task briefs Strategic oversight over briefs and feature requests Definition of success metrics and ROI reporting UX Desk research to present best in class examples during monthly updates Proactive planning for individual resorts and geographies. Ad-hoc review of change/feature requests Inspectlet Review and recommendations Crazyegg Review and resort specific recommendations. Optimizely reporting and split testing. Internal stakeholder interviews and feature prioritisation Design Design Direction Execution of UX recommendations Integration of third party platforms Development of comms. assets Development Integration of third-party platforms Zendesk Support ticket monitoring Drupal Review and essential maintenance
  • 102. Bio’s of key team members. Specific relevant experience for the brief. All agencies resource projects very differently. WRITING A BETTER BRIEF • MATTER OF FORM ANANT • 8TH FEB 2017 Agency Team
  • 103. ANANT • 27TH JANUARY 2017 Anant Sharma CEO, Matter Of Form anant@matterofform.com https://www.linkedin.com/in/anantisms