A WEBSITE CASE STUDY ON PROCESS
ClickShift Ltd is a UK based courier company providing movement of goods services through its website. Dormant for sometime the website needed a modern redesign to get people interested again.
The purpose of this article is to demonstrate how I went about redesigning the website from getting a lead to launch.
This article will show you:
- What to say in your First Meeting.
- How to Write a Proposal.
- How to Write a Statement of Work (Scope document).
- How to Understand the Problem.
- How to Plan.
- What to Design.
- Launch day.
MAKING A START
A website project starts with a lead, your client is interested and the ball’s now firmly in your court.
What should you do? 🤔
You’ll need to find out more about the requirements for the project by asking questions like:
- Who are you speaking to?
- What is their role in the business?
- Are there any other stakeholders/decision makers?
- What does the business do and how they provide value/Unique selling point ?
- What are your products and/or services?
- Where do they sell?
- What outcomes are required from the website project?
- What is working/not working? What needs a solution?
- Who are their customers?
- What metrics do they use to define success?
- What is your budget?
- What must be included in the proposal?
- How did the last design experience go?
- What is the timeline?
Show that you have understood what has been discussed by summarising what your client has said and confirm what needs to be seen in the proposal.
Determine a timeline for the next steps and provide an estimation based on their budget.
From the information you gather define what they need in the proposal document and the solution that you will provide.
For further information: First Client Meetings: What Questions to Ask
If the website sounds complex you might need to organise a face to face meeting but for small websites (5 pages or so) you should get enough information to write a proposal.
Write a Proposal
The website proposal is your way of convincing the client that your company is right for the job. But how do you go about writing one? What information should you include?
The proposal should contain the following pages:
- Who you are
- Goals and objectives of the project
- Recommended solution
- Price and timeline
- Your approach
- Case studies
- Next steps
- Terms and conditions
I wrote How to Ace your First Website Proposal. Unfortunately this won’t show you how to layout the pages so go ahead and Download the Proposal I Sent to my Client. It’s based upon the Futur’s Perfect Proposal, which I’d recommend as a starting point.
My only gripe with the Futur’s Perfect Proposal is that I would have liked to have seen more on their understanding of the client’s problem and solution. The Futur put more emphasis on their expertise and reputation rather than detailing solutions. If I were their client I would want to know more about what they thought about solving my problem than who they are.
Write a Statement of Work (Scope Document)
A Statement of Work (SOW) is an agreement between you and the client about what’s included in your website project and what is not.
It lays out what deliverables are to be produced, how much the service will cost, the timeframe in which the contract will be fulfilled and the terms and conditions.
SOW’s take a ton of time to put together, so do you really need one?
The simple answer is yes.
With all large projects your client will want to see exactly what they are going to get for their hard earned cash. A SOW is essential to avoid scope creep and any arguments down the road on what was or wasn’t agreed.
You can download the Statement of Work that I wrote for this project.
Once this has been agreed and signed by both parties, and let me congratulate you for getting this far… you can move onto the website discovery phase and get on with the job!
For more information of SOWs read : How to Write a Statement of Work by the Digital Project Manager.
This will be the first kick off meeting after the contract has been signed.
You’ll look at getting more information from the client by asking some questions:
- What is the business problem?
- What are the business goals?
- Who is the target audience?
- What is the user’s primary pain point?
- What is your solution?
- What is the primary user goal?
- What is the business’s unique selling point?
These questions are very important and should be answered so that the project sets off in the right direction.
For ClickShift I identified:
The current ClickShift website is dormant. Traffic is minimal. Couriers have had little business from ClickShift and will be focusing their attention elsewhere for finding jobs.
1. Modernise and Improve Website Credibility
- Our solution is to modernise the ClickShift website and in doing so increase credibility of the website with its users and couriers.
- Credible website design builds confidence with the user which means they are more likely to navigate on-site for a longer period of time and convert and make a purchase.
- The website redesign will aim to modernise the existing design, improving the brand image, brand credibility and trust.
2. Streamline user and job management
We aim to streamline the current booking system of customers listing jobs and couriers accepting those jobs whereby jobs will be instantly placed with couriers upon customer acceptance of quotes.
Measurable target examples (Indicators for success)
Your client will advise on these metrics.
- 10% increase in site traffic.
- 5% increase in online sales.
- 12% increase in courier signups.
Online shoppers and private private individuals who are looking to quickly move goods.
The secondary audience relates to ClickShift’s professional courier members who will be moving the goods.
Finding a reliable and speedy courier company to move goods is a difficult task.
In fact, 4 in 10 consumers said that speed of delivery is important to them and they are prepared to pay a premium to have their goods transported quickly.*
A platform that connects customers with couriers.
Keep this simple, it will make planning easier.
Get a quotation.
Focusing on the main user goal will help to focus the website.
7.UNIQUE SELLING PROPOSITION
ClickShift’s unique selling proposition is speed, ‘Quick listings and quick matchings’ and this competitive advantage will be promoted on the website along with a host of other benefits/features.
The USP can be used on the homepage and will complement the user goal.
Following the kick off you will want to find out more about the business’ competitors and users. This will involve research and creating user personas.
- Research competitors
- Research users
- Define a user persona
To be continued…