DiscoveryAsking the right questions at the right time.

Discovery Phase: WhyWe’ve all been involved in one of these projects at some point in our professional lives. Often times it’s not clear as to how we got there and in many cases it’s not any one person’s fault.As projects get larger and more complex, there is inherently more risk for both client and agency. Moving away from waterfall and towards agile methodologies can help mitigate the risk illustrated in this cartoon. but Creed has also found that a defined “Discovery” phase provides a consistently solid project foundation.Image credit: http://www.tamingdata.com/2010/07/08/the-

project-management-tree-swing-cartoon-past-and-present/

Challenges and Successes of the Discovery Phase Bottom Line: The Discovery

Phase doesn’t exist in a vacuum. The maturation of Sales, Creative and QA processes are all vital to the increasing actualization and effectiveness of the Discovery Phase.

Challenges of a Discovery Phase● Helping the client understand

the rationale for the expense and what they will get out of it.

● Avoiding the “small = simple” pitfall

● Determining who leads/executes● Defining Discovery objectives● Defining deliverables● Finding a way to scale the

process

Key Objectives of a Discovery● To help Creed better understand

the Client and their needs in a controlled timeframe.

● To help the Client better understand the scope and demands of the project.

● To set the tone of management, establish expectations and build trust

● To identify risks and limitations

● To establish an agreed upon criteria, against which success is measured.

Bottom Line: The Discovery Phase IS NOT:

● An interrogation

● A questionnaire

● A free-for-all exploration

● A time to start development on the project

Key Characteristics of a Discovery

Identifies key objectives and

risks

Produces lean & purposeful documents

Flexible &

scalable

Facilitates meaningful

conversation and empowers team

membersBottom Line: The Discovery Phase provides a clear time

boundary for project definition and leads to more accurate estimates and work plans.

When do we do Discoveries?

Maintenance

Discovery

Project(Fixed Bid)

A discovery phase can be appropriate at several points in a project’s lifespan.

Discovery + Project(Time and Materials)

Sales

Discovery + Proposal

Bottom Line: When there seem to be more questions than there are answers, it’s

time for a discovery.

The “Discovery Stack”

Business Objectives

Design/UX Requirements

Measure of Success/QA

● Content Requirements● SEO Requirements● Technology Requirements● Functional Requirements

PM/Sales

QA Lead

Creative Lead

Lead Developer

Discovery Team

Bottom Line: Every Discovery should provide the opportunity for each team to identify risks and gather the info they need to be successful.

Discovery Owner

PM

Determines the discovery

objectives and deliverables and

reports to PM

Discovery Plan

Frontend Developer Frontend Requirements

A Flexible Model

Re-Design

Platform

Migration

Audit

New Marketing

Site

New E-Com Site

Bottom Line: The goal is to maintain a flexible, yet structured process for all types of projects.

Discovery Deliverables

SAMPLE TOOLS

Google Docs, Sheets & Slides

SmartSheets

InVision

JIRA

Deliverables are:

Purposeful documents & assets that answer key questions defined by the Client, Technology, Design & QA

Defined by the discovery’s owner and supported by the other team members involved

Shared with all necessary parties

Able to be used to make educated decisions about next steps.

Discovery Activities & Deliverables

QA

Activities● Goal planning with

client

● Competitor analysis

● Analytics evaluation

● Client’s site review

● Identify stakeholders

Deliverables● Objectives documented in

specifications document

● Business strategy for web presence

● Scope Document / Project Charter

● Competitor Brief

Design/UX

SEO/Tech/Content

Business Objectives

Bottom Line: Activities and Deliverables will depend on the project’s needs

Continued …

Activities● QA questionnaire

○ Risk tolerance assessment

○ Define measures for success

○ Determine functional priorities

Deliverables● Completed Questionnaire

● Testing Tier Document

● Testing Brief

QA

Design/UX

SEO/Tech/Content

Business Objectives

Bottom Line: Activities and Deliverables will depend on the project’s needs

Continued … Activities

● Audience audit

● Review of inspiration sites

● Brand assessment

● Competitor analysis

● Identify browser requirements

● UI components

Deliverables● Design & UX specifications

● Wireframes

● Brand recommendation document

● Competitor analysis summary

● In-browser styleguide

QA

Design/UX

SEO/Tech/Content

Business Objectives

Bottom Line: Activities and Deliverables will depend on the project’s needs

Continued… Activities

● Technology audit

● Content audit

● Platform

recommendations

● Server audit

● SEO audit

Deliverables● Scope document and/or technical

specifications

● Technical audit of existing system

● Platform evaluations

● Content audit results

● Sitemap

● Prototypes

● Workflow/logic diagrams

● SEO strategy brief

QA

Design/UX

SEO/Tech/Content

Business Objectives

Bottom Line: Activities and Deliverables will depend on the project’s needs

At the end of the dayWhile flexible and project-specific, a discovery will usually include the following deliverables:

● Charter Document● Specifications Document● Creative Brief● Sitemap● Content Audit● QA Tier Strategy

Bottom Line: A proper discovery phase produces a blueprint for

success

The Charter Document

Charter Document: Description of features, roles, deliverables and time tables that are/aren’t included in the project.

Document Anatomy

1. Introduction and definition of project’s goals.

2. List of deliverables.3. Business rationale and the

justification of the project.4. List of stakeholders and their

duties and responsibilities.5. List of resources and limiting

factors.6. Time table for deliverables.7. Risk analysis and management.

Bottom Line: A proper discovery phase can help prevent scope creep

The Specifications DocumentTechnical Specification Document: This defines in detail, acceptance criteria for a specific feature or functionality. Typically our specifications include a blend of technical and functional specifications.

● This should be drafted after a scope has been determined.

● Might be supported by diagrams and sitemaps

Bottom Line: It’s not always a fun read, but it’s our responsibility to make sure the client understands the

document.

Document Anatomy:

● Project Overview● Definitions● Design Specifications● Technical Specifications● Functional Specifications● Administrative Specifications● QA Objectives● Deployment Requirements● Post-Launch Support

Writing Conventions: Goals vs. ObjectivesGoals: Something the client is working towards. Think long-term & not measurable

Objectives: Description of what is being done that relates to a goal. Think short-term, measureable, actionable, assignable.

Example

Goal: Enhance company brand impact.

Objectives: ● Create a logo with a stronger reflection

of the “All In” messaging● Measure user brand awareness● Create a new brand style based on

survey results● Implement new visual style elements on

website, app and intranetBottom Line: It may sound like just semantics, but using a common language helps with consistency and efficiency

Documentation: In Review

Specification Document: Nitty gritty of technical and functional requirements and criteria for acceptance.

Charter Document: What’s included in the project and how it will be executed.

Bottom Line: In a “project specific” landscape, discovery documentation is often more of an art, than a science.

However, having a common understanding of purpose and process will help us execute effective and efficient discoveries.

Diagrams: Use standardized formats and styles

Stylistics: Write in present tense, active voice. Formulate descriptions so they are specific, actionable and measureable.

Future of the Discovery Phase

Make Discovery Standard

Involve more People

Template Library

Bottom Line: There’s always room for improvement

ContactPresented by Renata France, Senior Developer and Architect

Creed Interactive275 4th Street E #810Saint Paul, MN 55101

info@creedinteractive.comwww.creedinteractive.com