Getting a digital solution off the ground

Getting a digital solution off the ground is a multi-step process that involves active collaboration between various teams. This document aims to provide an overview of the tasks involved and details of what goes into developing a solution.

During the engagement, we will end up accumulating (and delivering) the following documents and assets:

What you're gettingWhen (end of)
Project brief and Statement of workWeek 1
Experience design approachWeek 6
UX assetsWeek 12
Design systemWeek 18
Solution architecture documentWeek 18
QA StrategyWeek 18
This is what
 we’ll deliver 
in detail...
PROJECT BRIEF – created from our initial meetings, conversations to help design the initial SOW.

 – This document becomes our contract and describes the rules of our engagement. It is intended to be enforceable by law and lists all the details of what is being built as well as:
  • Project objectives
  • High-level scope
  • Agreed KPIs
  • Team roles and responsibilities
  • Client RACI (stakeholder) matrix
  • Milestones and timetable
  • Risk factors and mitigation
  • Escalation points
  • Warranty
  • Sign-off processes
  • Budget, costing and payment schedules
EXPERIENCE DESIGN APPROACH – This document is a narration of our product strategy and formalises the project vision. Detailing the research and theory of why we’re building what we’re building. A project of any scale should not begin without the right level of planning and strategy. This document makes sure our approach is understood, and nothing is lost in translation.

  • Project hypothesis
  • Usability review
  • Data Analysis
  • Web Analytics
  • Expert Interviews
  • Surveys
  • Behavioural analytics
  • Task Analysis (Jobs to be done)
  • Content Audits
  • Information Architecture
  • User Testing Plans
and this...
UX ASSETS – When we talk about UX assets, we mean elements that define how the product should function. The data we collect provides the foundation for behavioural archetypes, experience maps and depending on the size of the project:

  • User Flows
  • Content Flow
  • Wireframes (template definition)
  • Cross-channel user management
  • Pattern library
  • Component functionality
  • Basic functional prototype
DESIGN SYSTEM – When we talk about a Design system we talk about UI assets, we mean elements of how the product should look, feel and interact. Depending on the size of the project the following items are usually created:
  • Component UI design
  • Interaction documentation and visuals
  • Tone of voice documentation
  • Digital guidelines
  • High-fidelity functional prototype
and finally 
SOLUTION ARCHITECTURE DOCUMENT – This is a technical requirements document that defines the platform, its architecture and the functionality of what is to be built. It serves an essential role in communicating with stakeholders, engineers and ensuring successful outcomes. Documentation requirements differ based on the technology and methodology used to complete the project:
  • Solution Overview
  • Feature Backlog
  • Technical Solution
  • Logical architecture Diagram
  • Architecture Principles
  • Physical Architecture
  • Environment development
  • Legacy system management
  • Software selection
  • CMS Solution and Platform Choice
  • Integration
  • Technical Risks

To help us during this process, we would need the following client stakeholders available during the project.

The next few tables detail what they’ll be doing and why we need them…

Who they areWhat they doWhy we need them
Project Owner- Owns feature backlog from client POV and participates in sprint planning and holds the client project team accountable.
- Identifies essential journeys, target customers, validates intent, requirement design and final sign-off.
- Collaborates with client subject matter experts (eg. Analytics, SEO, Sales)
- This person is the boss, they are in charge of the entire project.
- We don’t need them day to day, but we need them to champion the project internally within your business and tell people what we’re doing and why they need to help us.
- We’re also accountable to this person.
Project Manager- Key service point of contact. Runs weekly/daily project meetings, status tracking, track and explicit dependency liaison.
- In charge of making sure tasks are assigned to the right people, resources are allocated and ensures everything is run smoothly.
- This person is the quarterback, they are in charge of what is being done on a day to day basis.
- They should give the project owner updates on the project, but this is the person that we need 100% of the time.
- They also kick (internal) people if they become blockers to the project and try and make sure we’re working efficiently.
Technical Programme Lead- Involved in the holistic design and directly responsible for helping refine the design. Ensures the implementation meets the business needs while minimising future maintenance effort.- This person knows where the bodies are buried.
- They know why things are like they are and what can and can’t be changed.
- We need work very closely with them to make sure everything is maintainable when we leave.
Content Owner- Owning the tone of voice and content principles. Upholding the strategic purpose and how it meets business goals and user needs.
- Managing fact-checking, or approval processes with subject matter experts.
- This person owns your ‘story’, and keeps is on brand.
- We need this person to ensure that we’re getting the copy we need and what copy needs to stay and what copy needs to go in products you have.
Commercial/Marketing business owner- Upholding the commercial/marketing strategy for the company and how it meets business goals and user needs.
- Define Key performance indicators
- This person makes sure we keep the lights on.
- We need them to tell us, how you’re selling your stuff, what we need to do to maintain key relationships and what areas we need to include so your business can grow via your digital platforms.

Our deployment and engagement methodology differs from project to project. But usually comprised of members from the Client Services, Project Management, Design, User Experience, Business Analysis, Data Science, Software Development, Content Management and Quality Assurance teams.

The next few tables will detail the people assigned to this project and what they’ll be doing…

Client Partner- The sponsor is accountable for ensuring that the work is governed effectively and delivers the objectives that meet the identified needs.
- They lead the overall team towards delivery of client business goals.
- Responsible for ultimate delivery quality and business results.
- Client advocate and ultimate liaison.
Project Manager- Key service point of contact. Runs weekly/daily project meetings, status tracking, track and explicit dependency liaison.
- In charge of making sure tasks are assigned to the right people, resources are allocated and ensures everything is run smoothly.
Creative Lead- Responsible for managing and conceptualising creative output, including staff supervision and production.
- Core responsibility is to determine the best way to represent an idea and produce high-level concepts across every touchpoint.
UX Lead- Responsible for the creation of the overall user experience by exploring many different approaches to solve end-users’ problems.
- Responsible for designing the presentation and interactivity of a product.
- Manages the overall performance of the live solution
- Review data to identify and realise performance improvements to create and tune data models to optimise performance
Content Strategist- Owning the site tone of voice and content principles. Upholding the strategic purpose and how it meets business goals and user needs.
- Managing fact-checking, or approval processes with subject matter experts.
Solution Architect- Responsible for Solution Architecture Document
- Identifying and working with stakeholders to define and document project scope
- Ensures that the business needs are adequately analysed and reflected
- Ensures all communication is unambiguous and timely
- Designs technical solution and application architecture, in line with known requirements and expected interfaces with other systems
- Alignment between different technologies, identification of functional dependencies
Technical Lead- Responsible for the Technical Specification Document
- Responsible for the overall planning, execution and success of the solution
- Leads the development team to deliver the solution
- Responsible for all technical decisions, estimates, risks, internal consistency
- Provides professional consultancy internally and externally
- Write test plans and test scripts
- Execute test cases and qualify bugs
- Manage external test feedback, bug and enhancement reviews
This seems all fine and well, but when will you get to see things, right? Well, it all depends on the scale of the project, but our project tracks are planned in a way that reflects our Agile delivery approach, an example of a plan we expect to follow and looks something like this:
Once we deliver the final build, we don’t just wash our hands of the project. What I suggest to most of my clients is a site monitoring and optimisation package so we can support you going forward. You can read more about it on my next article.
Conversion rate optimisation plan

For more information about conversion rate optimisation plans have a look at the package here.

Read more

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