How pre-project analytics helps to prevent the project from failing

How pre-project analytics helps to prevent the project from failing

Greeting. Contact Oleksandr Kombarov – executive director Pyrobyte. Today I will talk about how not to flush project money down the toilet.

A little unpleasant design statisticswhich led me to this article:

  • 42% of startups are not needed by the market;

  • In 17% – a bad product, in 13% – untimely;

  • 13% lost focus;

  • 17% have a bad business model;

  • 14% did not study the client.

As a result, everything is negative. The customer lost money and morale, the contractor lost his reputation. What could have been done to prevent this from happening?

Conduct a pre-project analysis?

What is the panacea for all ills?

“I need a cool babysitter site. This is where the skunk will fly on a balloon, and the user will put on the VR glasses and fly with him. Children with nannies will crawl on the clouds, they will turn over the scroll. The most important thing is that their facial expressions should be alive. Let’s connect the AI? Will it be possible to invest for a month?”

Stanislav, customer

Stanislaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa However, not all of this will help parents choose a nanny for their child. Pre-project analytics are needed so that instead of a convenient service, you don’t sleep at a temperature of 38°.

Pre-project analytics are 4 studies that help to assemble an introductory project, design its “foundation”. At this stage, the guys-analysts find out how the customer sees the project, which visitors the product is designed for, which chips the competitors have and what the future structure will be.

To collect this introduction, analysts carry out 4 works:

1. Compile the vision of the project;

2. Analyze competitors;

3. Analyze the target audience;

4. Develop the structure of the product.

Without these works, neither the designer nor the developer will create a website that can solve business tasks. It is more convenient for guys to work with ready-made analytics – they see the structure of the site, features of competitors, know the needs of the audience, and better understand business tasks.

Therefore, in order not to waste resources, we start with analytics. But before we pour the water and start the analysis, we brief the customer. The basic information about the project can be collected within a few days, and the details can already be clarified in the process. The main thing is to be able to ask the right questions. But about that another time.

And now we are creating a vision for the project

We answer the main question – for whom and why is the product created? Here it is important to compare our vision with the vision of the customer, so the customer should participate in the research. No matter how experts the analysts are, no one knows his industry better than the customer. The more active the feedback, the more thoughtful the product will be.

A fragment of the project vision NanyaGuru in mind map format

In FigJam we prescribe:

– Goals and tasks needed to achieve them – we take this information from the customer’s introduction, after the briefing;

— Pains and “pain-killing” measures of stakeholders — all interested people in the project (usually the product owner and its customers). Each of them has tasks and problems that the product should solve. We are looking for at least 2 solutions for each pain point.

We analyze the target audience

Imagine – Hanna chooses a nanny for her child while taking advanced training courses. She is in a hurry – she has a flight the day after tomorrow, and there is no one to leave the child with. Anna punches the name in the search engine and comes across a version with a skunk. “Oh, cool!” – she thinks. He starts to scroll and sees plasticine faces that have “come to life”, nannies, which you need to click on to open their page.

Hanna leaves the creepy site and never returns to it. She found a nanny on another, more calm and orderly site.

If a business does a project focusing only on its own interests, there is a 90% probability that it will burn out. CA analysis helps to find out the interests, pains and motivations of future users in order to solve them with our product.

We compile the CA analysis using the person method. We group users and write out 3-4 characters for each group. We paint desires, needs and pains. Here we offer our suggestions that will close these pains.

A fragment of the analysis of the target audience NanyaGuru in mind map format

At the same time, we reveal the character as realistically as possible – he should have not only problems and needs, but also a name, age, income and even character. Why such details you ask? Because the more “lively” the character turns out, the easier it will be to understand what hurts him and how to help him.

The characters are not invented, but taken from real life. In order to better understand the characters, we make special questionnaires in Google forms, ask friends, colleagues and acquaintances to fill them in, study reviews and questions on forums. We support the results with screenshots to show that people with such problems are not invented, but actually exist.

We analyze competitors

Now let’s talk about the skunk. How could the customer think of such a thing? And everything is simple – it turns out that he likes the work of Artemiy Lebedev and he does not mind listening to Akvarium, so he was inspired their project.

But is it worth pushing a skunk everywhere? For this we understand:

– We review competitors’ products;

– We write out successful and unsuccessful decisions;

— We support this whole matter with screenshots.

Let’s see what can be borrowed from them, and which non-working ideas are better to abandon.

What it looks like:

Fragment of competitive analysis NanyaGuru in Google Docs

Well, where is the guarantee that you will not come up with the same ̶н̶а̶р̶к̶о̶м̶а̶н̶и̶ю̶ idea, you ask? And the guarantee is a step higher, where we study the target audience, looking at the product through their eyes.

We develop the structure of the site or program

The final stage. Based on everything that the analyst found out and what the customer wants, the structure of the site is formed. Is this a shoe store? So, there will be a directory. Are moms afraid they’ll find a bad babysitter? Let’s make a video broadcast.

In FigJam, we draw a diagram on which it is clear what and where is located – what pages are there, what will be in the basement, what – in the cap. The cost fork is narrowing, there is clarity about how long the work will take. The structure will be prototyped and the design will be developed.

A fragment of the structure NanyaGuru in mind map format

The customer, Stanislav, wanted to settle for a month. Based on the results of the analysis, it became clear that even without AI, it would be impossible to launch in this period. But the structure now shows which partition can be launched earlier and which can wait.

For example, users can’t wait to choose a babysitter. So, first of all, we launch the possibility to register. We add a babysitter profile, implement a booking and an order screen with the addition of tasks. In a month, you can give ratings and conduct a video broadcast.

And without analytics at all?

Almost no way. You can refuse only in one case – when you need a simple project such as a landing page, business card site or a typical online store, and there is no budget.

And at your own peril risk ¯\_(ツ)_/¯

We do not recommend neglecting analytics if:

– you have not done anything like this before;

– Do you want to pay off your investment quickly;

– This is a new product;

– You are entering a new market or niche with high competition.

This stage has a fat plus. Compared to other works, analytics is done quickly and is inexpensive – 5-10% of the entire estimate. And the exhaust it brings is cosmic — even if the client does not continue to work with us, he will have a base with which he can come to another studio.

By the way, we have Pyrobyte there was not a single client who refused pre-project analytics.

And finally, we have prepared for you checklist for carrying out pre-project studies. There you will find the full version of the snippets NaniGuru (they will need to be downloaded)

Download the checklist in PDF format

Take it for yourself, use it as a basis for your processes, check your contractors, write about your experience and ask!

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