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.

Transcript

1. FROM PROJECTS
   
   
   TO PRODUCTS
   ส
   วั
   ส
   ดี
   ค
   รั
   บ
   Nuno Morgadinho
   WordCamp Asia 2023, Bangkok
   

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

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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
   

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4. THE GREAT
   
   
   EMBROIDERY
   
   
   DISPUTE
   

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5. VALUE
   IS
   AND CAN BE
   PERCEIVED
   INFLUENCED
   

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

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7. THE FORMULA
   WEBSITE AS A PRODUCT =
   
   
   AGILE DEV (OPEN-ENDED SCOPE + RETAINER) +
   
   
   USER-CENTERED DESIGN +
   
   
   DATA-DRIVEN DECISIONS +
   
   
   CLIENT DEEP DIVES
   

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8. WHY
   

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9. A WEBSITE IS
   
   
   NO LONGER
   JUST THAT
   

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10. GROW
    
    
    YOUR WORDPRESS
    AGENCY
    

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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
    

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12. GO FROM
    
    
    VENDOR TO
    PARTNER
    AND KEEP CLIENTS
    
    
    FOR YEARS
    

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13. INCREASE
    
    
    TEAM SATISFACTION
    

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14. TRADICIONAL PROJECTS
    
    
    VS
    
    
    AS A PRODUCT
    

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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
    

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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
    

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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
    

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

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19. ∞SOLVE PROBLEMS
    

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20. EXAMPLES / KEY PRINCIPLES
    

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21. NEWS MEDIA AS A
    PRODUCT
    
    
    ECO.PT
    

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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
    

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23. ECOMMERCE AS A
    PRODUCT
    
    
    FRESH.LAND
    

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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
    

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25. PRODUCT WEBSITE
    AS A PRODUCT
    
    
    UNBABEL.COM
    

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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
    

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

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28. RECAP & CONCLUSION
    

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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
    

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

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

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32. “MAINTENANCE”
    
    
    “SITE CARE”
    X
    

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

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34. THANK YOU
    ขอบ
    คุ
    ณ
    LINKEDIN.COM/IN/NUNOMORGADINHO/
    NUNO@WIDGILABS.COM
    

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