The document discusses the challenges and processes involved in perfecting web projects at the web agency Fröjd in Stockholm. It emphasizes the importance of user experience, constant improvement, and the need for a new approach to digital projects that combines various aspects of marketing, branding, and technology. The presentation offers insights into managing expectations, accountability, and the balance between speed, cost, and quality in project delivery.

1. The perfect web
project - (does it
exist?)
Fröjd is a web agency with technical core located in the heart of
Stockholm, Sweden. Our clients have different needs, demands and
possibilities and we help them to reach their full potential by using the
right processes, methods and mindset. This presentation was held at a
breakfast seminar at Fröjd in June 2014. Enjoy!
www.frojd.se@FrojdAgency

2. What is perfect?
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3. The shift
Digital is communication Service
Products
Business development
E-commerce
Social media
Marketing
Branding
Communication
Customer Service
etc.
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4. ?
“The Ad Agency”
“The IT Department”
“The E-commerce
organisation”
“The lean start-up”
We need a new process for digital projects
www.frojd.se@FrojdAgency

5. Ad-agency-way
Concept is king (some one else will produce it...)
Client sign-off is extremely important (heritage from print era)
Everything needs to be designed and approved
We present layouts in printed form (even website design)
Communication & brand is most important
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6. E-commerce
Sales rules
Constant improvement of process
Small change > Test > Small change > Test > Small change...
Branding & communication is unnecessary “fluff”
Conversion rates
Copy with pride
www.frojd.se@FrojdAgency

7. IT-department
System integrations rules
Back-end is more important than front-end & UX
Internal systems and platforms set the agenda
Design is about “coloring” what is already decided
Waterfall-processes makes sure decisions are made
www.frojd.se@FrojdAgency

8. Start-up-buzz
Minimum Viable Product
Prototype & test
Bootstrap / lean
Time to Market
Alfa-release, Beta-release, Closed Beta, Open Beta
Product focus
The “idea” is worthless
www.frojd.se@FrojdAgency

9. How do
you do
it?
“The Ad Agency”
“The IT Department”
“The E-commerce
organisation”
“The lean start-up”
www.frojd.se@FrojdAgency

10. Why digital projects are challenging...
We careabout the users, the “product”, sales, branding, communication,
customer service, safety, usability. Equally.
We care lessabout internal organisation, department and silos, below the line,
above the line, if the CEO has IE7...
www.frojd.se@FrojdAgency

11. www.frojd.se@FrojdAgency
?
Our way
(right now, we are in constant change)

12. User Experience
is not printable.
1.
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13. Analyze
Structure
Design
Front-end
Analyze
& set
goals
Prototype Prototype Prototype
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One way:
Our way:

14. Release often
and dare to be in
beta.
Don't "think" too much.
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2.

15. We have to accept one fact - we are ALWAYS one step behind...
1 year 2 years 3 years
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16. But, we can decide the size of the step...
1 year 2 years 3 years
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17. Post-launch-
budget
Bigger than you think.
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3.

18. Budget
transparency.
Time = functionality and user
experience.
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4.

19. “Cheap”
“Fast” “Good”
Utopia
Later...
Expensive
Bad
quality...
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20. Define the
value. And set
goals.
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5.

21. Innovate a few
things.
Standardize the
rest. Prioritize.
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6.

22. Expectations,
roles and
accountability.
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7.

23. Done is better
than perfect.
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8.

24. www.frojd.se
This presentation is licensed by
Creative Commons Erkännande 2.5
Sverige. Share, edit, transform but
do not forget to link back to us!
@FrojdAgency