FROM PROJECTS
TO PRODUCTS
ส
วั
ส
ดี
ค
รั
บ
Nuno Morgadinho
WordCamp Asia 2023, Bangkok
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YOUR CLIENT’S
SHOULD BE APPROACHED AS A
WEBSITE PROJECT
PRODUCT
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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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THE GREAT
EMBROIDERY
DISPUTE
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VALUE
IS
AND CAN BE
PERCEIVED
INFLUENCED
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WHAT DOES IT MEAN TO APPROACH A
AS A
WEBSITE
PRODUCT
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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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WHY
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A WEBSITE IS
NO LONGER
JUST THAT
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GROW
YOUR WORDPRESS
AGENCY
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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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GO FROM
VENDOR TO
PARTNER
AND KEEP CLIENTS
FOR YEARS
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INCREASE
TEAM SATISFACTION
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TRADICIONAL PROJECTS
VS
AS A PRODUCT
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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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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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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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∞EDUCATION
HOW TO SELL THIS TYPE OF ON-GOING COLLABORATION TO THE
CLIENT?
∞FRAMING
∞SOCIAL PROOF
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∞SOLVE PROBLEMS
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EXAMPLES / KEY PRINCIPLES
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NEWS MEDIA AS A
PRODUCT
ECO.PT
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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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ECOMMERCE AS A
PRODUCT
FRESH.LAND
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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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PRODUCT WEBSITE
AS A PRODUCT
UNBABEL.COM
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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
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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SEEING IT BETTER
BOTH YOU AND THE CLIENT NEED TO “SEE IT BETTER”
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WEB AGENCIES
APPROACH YOUR CLIENTS' WEBSITE PROJECTS AS A PRODUCT
RATHER THAN ONE-OFF PROJECTS WITH MAINTENANCE PLANS
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“MAINTENANCE”
“SITE CARE”
X
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DON'T JUST BUILD WEBSITES,
CREATE AWESOME PRODUCTS.
- NUNO MORGADINHO
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THANK YOU
ขอบ
คุ
ณ
LINKEDIN.COM/IN/NUNOMORGADINHO/
[email protected]