$30 off During Our Annual Pro Sale. View Details »

Going from Projects to Products with WordPress

Going from Projects to Products with WordPress

In this talk I make the case that both agencies and clients should start to see their websites as Web products and the benefits associated with that. I talk about how you can make the transition from projects to products, the basic differences between the two and also the challenges and resources associated with projects and product teams.

Nuno Morgadinho

February 20, 2023
Tweet

More Decks by Nuno Morgadinho

Other Decks in Business

Transcript

  1. FROM PROJECTS


    TO PRODUCTS

    วั

    ดี

    รั

    Nuno Morgadinho
    WordCamp Asia 2023, Bangkok

    View Slide

  2. YOUR CLIENT’S
    SHOULD BE APPROACHED AS A
    WEBSITE PROJECT
    PRODUCT

    View Slide

  3. 1. WHY VALUE IS IN THE EYE OF THE BEHOLDER


    2. WHAT DOES IT MEAN TO APPROACH A WEBSITE AS A PRODUCT


    3. WHY IS IT IMPORTANT


    4. COMPARING TRADITIONAL PROJECTS VS AS A PRODUCT


    5. 3 CASE STUDIES AND 3 KEY PRINCIPLES


    6. RECAP & CONCLUSION
    AGENDA

    View Slide

  4. THE GREAT


    EMBROIDERY


    DISPUTE

    View Slide

  5. VALUE
    IS
    AND CAN BE
    PERCEIVED
    INFLUENCED

    View Slide

  6. WHAT DOES IT MEAN TO APPROACH A
    AS A
    WEBSITE
    PRODUCT

    View Slide

  7. THE FORMULA
    WEBSITE AS A PRODUCT =


    AGILE DEV (OPEN-ENDED SCOPE + RETAINER) +


    USER-CENTERED DESIGN +


    DATA-DRIVEN DECISIONS +


    CLIENT DEEP DIVES

    View Slide

  8. WHY

    View Slide

  9. A WEBSITE IS


    NO LONGER
    JUST THAT

    View Slide

  10. GROW


    YOUR WORDPRESS
    AGENCY

    View Slide

  11. UNLOCKING GROWTH
    15 PROJECTS X 15K (AVG.FEE)


    = 225K


    20 PROJECTS X 20K


    = 400K


    15 CLIENTS X $3500 PER MO + 10 PROJECTS X 15K


    = 780K

    View Slide

  12. GO FROM


    VENDOR TO
    PARTNER
    AND KEEP CLIENTS


    FOR YEARS

    View Slide

  13. INCREASE


    TEAM SATISFACTION

    View Slide

  14. TRADICIONAL PROJECTS


    VS


    AS A PRODUCT

    View Slide

  15. PROJECT PRODUCT
    BEFORE BEFORE
    PLAN & SPECIFY
    ESTIMATE WORK
    BUDGET
    THE RISK IS ALL YOURS
    ESTIMATE NEEDED RESOURCES
    DISCOVERY / ROADMAP
    SHARE RATE CARD
    THE RISK IS SHARED

    View Slide

  16. PROJECT PRODUCT
    DURING DURING
    FROZEN FEATURE SET
    INFLATED BUDGET
    INCENTIVE: DO IT FAST
    PROJECT MANAGEMENT TOOLS
    CAN ADD NEW FEATURES
    TIME & MATERIALS
    INCENTIVE: DO IT BETTER
    PRODUCT IMPROVEMENT TOOLS

    View Slide

  17. PROJECT PRODUCT
    AFTER AFTER
    WEBSITE LAUNCH
    WARRANTY
    RELEASE EVERY WEEK
    SEAMLESS CONTINUITY
    SUCCESS = ON-TIME,


    ON-QUALITY, ON-BUDGET
    SUCCESS = ADOPTION IN THE
    MARKET OF WHAT WE’VE BUILD
    MAINTENANCE SPRING CLEANING

    View Slide

  18. ∞EDUCATION
    HOW TO SELL THIS TYPE OF ON-GOING COLLABORATION TO THE
    CLIENT?
    ∞FRAMING
    ∞SOCIAL PROOF

    View Slide

  19. ∞SOLVE PROBLEMS

    View Slide

  20. EXAMPLES / KEY PRINCIPLES

    View Slide

  21. NEWS MEDIA AS A
    PRODUCT


    ECO.PT

    View Slide

  22. KEY PRINCIPLE 1: CLIENT DEEP DIVE
    GATHERING IN-DEPTH INFORMATION・LEARNING ABOUT GOALS
    AND NEEDS・DOING MARKET ANALYSIS・IDENTIFYING UNIQUE
    CHALLENGES & OPPORTUNITIES・C-LEVEL INTERVIEWS・
    MEETING REGULARLY, IF POSSIBLE IN-PERSON

    View Slide

  23. ECOMMERCE AS A
    PRODUCT


    FRESH.LAND

    View Slide

  24. KEY PRINCIPLE 2: USER-CENTERED DESIGN
    UNDERSTAND AND MEET USER GOALS・USER RESEARCH・
    ITERATIVE DESIGN & PROTOTYPING・TEST WITH A SET OF PILOT
    USERS・ON-GOING

    View Slide

  25. PRODUCT WEBSITE
    AS A PRODUCT


    UNBABEL.COM

    View Slide

  26. KEY PRINCIPLE 3: DATA-DRIVEN DECISIONS
    “I ALWAYS ASK THE CLIENT IF THEY HAVE DATA. IF I HAVE DATA I’M
    ABLE TO MAKE SMARTER DECISIONS.”


    — TIAGO MARTINS, SDBAGENCY.COM

    View Slide

  27. KEY PRINCIPLE 3: DATA-DRIVEN DECISIONS
    MEASURE & IMPROVE・ADAPT・LEARN・DELIVER VALUE・
    QUARTER PLANNING + WEEKLY METRICS・TRACK &
    COMPARE・SET TARGETS

    View Slide

  28. RECAP & CONCLUSION

    View Slide

  29. YOU’RESELLING
    APPROACHING A WEBSITE AS A PRODUCT IS AN ON-GOING
    RELATIONSHIP + 3 IMPORTANT COMPONENTS: USER-CENTERED
    DESIGN, DATA-DRIVEN DECISIONS AND CLIENT DEEP DIVES.
    VALUE

    View Slide

  30. SEEING IT BETTER
    BOTH YOU AND THE CLIENT NEED TO “SEE IT BETTER”

    View Slide

  31. WEB AGENCIES
    APPROACH YOUR CLIENTS' WEBSITE PROJECTS AS A PRODUCT
    RATHER THAN ONE-OFF PROJECTS WITH MAINTENANCE PLANS

    View Slide

  32. “MAINTENANCE”


    “SITE CARE”
    X

    View Slide

  33. DON'T JUST BUILD WEBSITES,
    CREATE AWESOME PRODUCTS.
    - NUNO MORGADINHO

    View Slide

  34. THANK YOU
    ขอบ
    คุ

    LINKEDIN.COM/IN/NUNOMORGADINHO/
    [email protected]

    View Slide