Situational analysis / pre-design phase of site development

  • Tutorial
Continuing a series of training materials for agencies and web-studios. This time I will share knowledge about the situation analysis of the market at the pre-design stage of development. The topic is boring, lazy, but in pictures it is extremely accessible and easy to understand.

To start, the benefits:

Firstly, without this stage, in principle, a successful project is IMPOSSIBLE. No, you can, of course, do everything on a whim, stars there, coffee grounds. But this method only proves that you are doing projects for yourself or for the benefit of the client, and not for his AUDIENCE. The difference, I hope you understand.

Secondly, the importance of this stage is underestimated by many. Often the reasons are extremely banal: laziness to understand, lack of materials, no resources, no demand for a service, etc. But then this is a vicious circle: there is no such service → there is no cool project → there is no cool project → there are no cool clients → there are no cool clients → you can collapse the shop.

Thirdly, information received from the client at the briefing stage (I already wrote about the brief) is considered only with the FULL submission of the necessary information. No information? An analysis is needed.

Fourth, this is money. The cost of analysis can vary from 25,000 to 150,000 on average. You still have to immerse yourself in the client’s business when working on a project, so it’s better to do it for money.

Fifth, this approach makes you, in the eyes of others, more professional and increases the level of customer confidence.

Sixth, helps to remove the "personal" factor of the host. Analysis provides insight into what your client’s audience wants. The potion is not tasty, the potion is healthy.

Like it or not, solid benefits.

How to do it all, what, where to look:

Understanding the necessary research methods, the time spent is evaluated. It is desirable to mix methods and it is far from necessary to carry them all out. Moreover, in some markets, field research is useless; there is plenty of data on the Internet. At your request, the number of tools can be increased.

Subject of research - the basis of analysis:

He put all kinds of research objects on the map, so more clearly. In a good way, it is necessary to collect the maximum amount of information for each block from point to point. At the exit you will receive an extremely clear technical task. Pay particular attention to five levels of positioning and color differentiation. I’ll write about five levels a little later (but you can google it yourself), I already wrote about color here .
A thorough analysis, on average, takes from one to three working days (in difficult cases, up to ten), if the analysis depends entirely on you. Margin analysis, on average, 60%. That is profitable.
The analysis is carried out by the project manager, ideally, his assistant or trainee collects information, groups it, and the manager draws conclusions. It is better to put the client’s signature under the conclusions and make him an accomplice in the “crime”.

Something like this.

Everything is simple. Happy development!

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