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
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 …
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
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
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
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
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
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
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