• Journalist

• Communication and fundraising for NGO’s

• Digital content, strategy, business and management since 2003

• Head of web at Danish Consumer Agency’steam of 5 editors, projectmanagers and optimization experts

The Danish Consumer Agency (Forbrugerrådet Tænk)

The Danish Consumer Agency

Consumer rights and product testing

• 74.000 personal members

• We publish 2 magazines, one of which is members only

• We test more than 2000 different products and services every year – and publish 1-2 new tests on the website

every week.

• Umbrella body for 30 member organisations

• Run 3 strategic public funded projects:

• Watch dog body for passenger rights and

• Watch dog body for problematic chemicals

• Debt prevention and debt councelling

Organisation

• The organisation has 7 departments,

• Web – business, development and content – is

part of the Communications dept.

• Web – maintanance is part of IT/admin. 1 in house

developer.

• I have a seat in the strategic management

speaking for all digital.

Turning your

webproject

into a

masterclass

for your

management

Our website

Out with the old..

• New platform

• New goals aligned with the strategy

• Modern look and better features..

• So everybody is happy right...

The managers are key players,

but how to get them involved

What would you prefer?

To get a sum of money, and a time frame and just

be left in peace to deliver the project?

Or to have your management group – who may not

know about web – very close to the process?

Are managers too busy for a digital project?

The project setup

Project group (project)

• Employees from all departments 1-2, and all of web

• Responsibility: Finished project, all project group members reported back to own department

Steering Committee (project)

• Key Stakeholders: Head of admin, test, membership and comms

• Responsibility: Budget and Time frame.

Management Group

• Heads of all departments, ceo and chairman. Meets weekly

• Responsibility: Strategic decisions and ownership

The management training programme

• Trust in the project

• Decisions that mattered

• A safe room – familiar surroundings

• Facts vs not gut feelings or opinions

• Outside Experts

This is what we did

• On the management meeting every or every other week

• 20-30 minutes discussion and decision on a specified topic

• Based on a written brief

• Topics covered were:• Purpose and Goal for the project

• Core business on the website – and how to improve it

• The wishing well (what did the managers want)

• User experience and customer journey (2 workshops)

• Choice of business model – paywall, freemium premium etc.

• Main menu and architechtural frame

• Content strategy and plan

The brief

• Back ground (Why)

• Status (keep calm)

• Limitations (What is it

not?)

• The problem (What)

• Dilemmas (Why not?)

• Facts, eksperter (keep

calm)

• Next step (When)

We used helpers

What did we acchieve

What is a good pay wall position?

What is a good pay wall position - 2

Who decides?

• We presented:

• Discussion brief

• Presentation of other paywalls and options

• Presentation of sales figures and traffic

• Reminder of the customer journey maps

The decision