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Effective technical strategy and planning for websites and mobile apps
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Effective technical strategy and planning for websites and mobile apps


Session given on the 7th May at the Adobe MAX conference in Los Angeles, USA. Version will audio to accompany slides is available at

Session given on the 7th May at the Adobe MAX conference in Los Angeles, USA. Version will audio to accompany slides is available at

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  • 1. Effective technicalstrategy and planningfor websites and mobileapps** Planetary invasions not includedSally Jenkinson
  • 2. Hi!
  • 3. Sally
  • 5. Why do we plan?Examples of how youmay want to plan.Explore what the impact ofyour findings may be.
  • 6. …and what we’renot covering…
  • 7. WHY DO WE PLAN?
  • 8. we asked“howdo we build?”weasked“what is theright thing to build?”“”
  • 9. xh#p://  
  • 10. Battlestar Galactica: The PlanI’ve figured out what wentwrong.“”Well  that’s  a  very  useful  revelaBon  to  have  when  you’re  standing  in  front  of  an  airlock.“”
  • 11.   Better understanding of needs  Complexities, limitations  Possibilities previously unknown  More accurate estimates  Avoid roadblocks mid-project= More effectiveprojects
  • 12. “So here’s the signed off plan for the app functionality!”“Oh… yeah… so I looked at the API docs and we can’tget that data after all. Sorry.”
  • 13. “Have you got any ideas for the new app?”“Yeah, did you know that the API exposes the location of nearby Cylonsleeper agents? We can totally use that.”
  • 14. ?
  • 16. A new project opportunity…
  • 17. The result=
  • 20. EXPLOREWhat do they really need?
  • 21. The usual questions1
  • 22. “We have no budget.”“We need it delivered intwo weeks.”
  • 23. We just assumed twoweeks would be enough.How much time do yourecommend?“”
  • 24. Client starting points2
  • 25. “We would like to releasean app to the public.”“We have developed a system… wedon’t know anything about it.”“Open Source Web 3.0… free”“HTML5… we hear that helps SEO”
  • 26. Standard process3
  • 27. Technicalplanning forwebsites andappsStarting pointsContentmanagementDatamigrationAnalyticsFormsManagementprocessesResourceEstimatesDeploymentProfiling/personalisationTestingSocialPerformanceCRMAdvertisingPaymentprocessingLanguagesEcommerceSearchVideoThird partyintegrationAdminprocessesHostingCDNDevicesFunctionalityManaged?Existing ornew?Specification/requirementsBandwidthexpectationsPersonasTrafficsourcesGoalsMobile/apptrackingReviewcurrentdataIdentifyexistingissuesTrackingimplementationplanFeed into testplan/marketing/featuresWhichlanguages?Layoutimplications(Arabic,Japanese etc)Languagesrequired foradmin area?ContenttranslationprocessGeolocationTLD/URLplanningSame contenttranslated acrossall, or tailoredcontent and IA?RiskmanagementSkill sets AvailabilityTimetrackingSign offprocessBugtrackingFeature/improvementbacklogChangemanagementVersioncontrolAutomationProcess?Multipleenvironments?Third partyinvolvement/clientrequirements?AccessibilityrequirementsBrowsersToolsActualQA processBenchmarksPerformance/load/stressSecurityAuditsSSLDataprotectionBackupsDisasterrecovery/failoverObjectivesBestpractice/competitorsOptimisationLicensingWhat problemsare there at themoment?Areas usedfrequentlyCan we tie togethermultiple systems tostreamline admintasks?Editors usingdevices toadmin?Online/offlineconsiderationsOpen sourcepolicyWhat areasneed to bemanaged?TechnologydependenciesSkill setsavailableExistinginfrastructure/componentsContentplanningExistingsystemsIs this currentlyused to managedata elsewhere?How isdatastored?AssetsWebcontentAccounts/passwordsSecureinfoWhat can bemanaged atthe moment?No. ofconcurrentadmin usersNumber/types ofservers/environmentconfigCreation ofAPIsAPI specs -inputs, outputs,methods,formatsIs what is beingused/recommendedthe best match?Whatalternatives areavailable?AppsMobile webDRMDistributionchannelsHardwareaccessrequirementsDiscovery/marketingstrategyExisting non-mobile friendlycontentSSOCRMNewsletterE-commerceEventmanagement/bookingReal-timedataCaching/redundancyplanningThird partylink outexperienceWidgetsTechnology/standardsalignment?301redirectsAutomated/manualFunctionalUser accountmigrationWho is doingthis?ResponsibilitiesAmount ofdynamiccontentStreamingSecurityofferingsPolicies andcomplianceLoadbalancingRegions toserveExpectedtraffic spikesForm actions -where is thedata going andwhy?ValidationWhat dataneeds to becollected?ConsumeExportUGCModerationPrePostCustomobjectmappingMarketing strategy- what could beuseful that isntthere?Directintegration orcheckingprocess?EncodinginputformatsEncodingoutputformatsPre-roll/post-roll/in-videocontextualadvertisingCustomdesignedplayerIs playercompatiblewith devices?Subtitles/transcriptsWireframereviewMonitizationTargetingspecificdevices?Existing app/mobile site?EnhancementspossibleRetinaimagesCurrenciesCard typesInternationallypopular socialnetworksSubscriptionProcessingcostsOn-site/off-siteprocessingVisualcustomisabilityof third partyinterfaceFormat oftransactions -micro, batchetcRefundprocessTaking, ormakingpayments?Integration withpublishingprocess/cachingPage/contentelementbasedResultsrelevanceFacetedsearchfiltersPredictivesearchCodingstandardsAny librariesin use atpresentLogging anderror handlingExistingInternetMerchant BankAccountNumber ofSKUsCurrenciesLoyaltyschemesPromos/discounttypesSameproducts in allterritories?TaxVisualcustomisation ofresults - e.g. buynow links forproductsShipping andfulfilmentProducttypesProductmeta dataStockmanagementIn-app e-commercerestrictionsUnit testsCachingstrategyResultssortingCustomsearch landingpagesMarketingintelligenceContentsyncVisualcustomisationpossibilitiesContentmodelSocialinteractiontrackingEmailcampaigntrackingGoals/filtersetupCross-site/subdomaintrackingDiagram by Sally Jenkinson - - @sjenkinsonManual adselection /dynamicThird party  
  • 28. h#p://  
  • 29. ?The right people
  • 30. APPCMSWebsiteAPPAPP Replicantcatdetectionsystem
  • 31. Respect thedevelopers!!
  • 32. In our scenario…!
  • 33. Summary:investigation=
  • 34. MATCH SOLUTIONSWhat is the best way to build this?
  • 35. With permission from Kropserkel - http://kropserkel.comAre you using technologyappropriately?
  • 36.   “An app”(Presumed iPhone, built natively)  Cheap, quick  Limited functionality  No time to make it CMS-driven  “Open Source Web 3.0”= the client must bedumb, we can give them anything!Our initialunderstanding
  • 37.   Use existing CMS  Time to investigate the detection system fully& prototype - educated functional/UIdecisions  App decision confirmed  Client confidence, relationship strengthenedAfter technicalplanning
  • 38. GET FEEDBACKHow do others feel about this?
  • 39. Tailor yourcommunicationappropriately!
  • 40. “We want to sell things!Can we have a shop in our app?”WAIT!
  • 41. As with any grand plan,some things just don’twork, and otherschange.
  • 42. ROADMAPTechnical planning is for life, notjust for Christmas.
  • 43. THE PLAN
  • 44. THANK
  • 45. …for your chance to WIN one of these e-books from Adobe PressTake the SESSION SURVEY on the MAXCOMPANION appEvery survey you submit enters your name to win the daily grand prize –an Apple® iPod Nano®.