The Perfect Brief
We get a lot of assignments. About websites, mobile sites, identity design or digital strategy. Some assignments turn out to be quite straightforward, while others prove more difficult. But only rarely is it clear what the actual challenge is.
The perfect brief defines the problem we need to solve. Sometimes it’s obvious from the very beginning. Other times we need to figure it out. See if you can spot the difference:
"We need a new website. We want news on the front-page."
"We want more people to use our product. What do we do?"
ARE WE EFFICIENT? ASK ANALYTICS!
We often come across websites where only 2-3% of the pages generate any noteworthy level of page views. The rest are practically never visited.
This is a waste of resources. The production cost of a single page is typically 1.500 DKK. Try adding this up with the number of pages that has fewer than 100 visits a year.
Setting up Analytics is the core of a business-oriented service, and also a good opportunity to get knowledge about user needs and where to focus development in the future.
PINPOINT CUSTOMER NEEDS AND ‘JOBS-TO-BE-DONE’ WITH CUSTOMER JOURNEY MAPPING
Do you know your customers’ actual needs – or do you just make assumptions? Get into the details and feed your customers with desirable services and coherent experiences. It’s all about ‘Jobs-to-be-Done’ – all the different tasks the customer needs to do.
HOW TO IMPROVE YOUR BUSINESS
If we’re going to help you improve your business, we need to get to know your business. We use Alex Osterwalder’s Business Model Canvas obsessively. Try applying it on your business and ask colleagues to do the same – and notice how differently you perceive your business.
Sometimes the greatest obstacle lies in the way you organise your business around the different digital channels. Our experience shows, that working with a structured governance plan is essential to digital efficiency.
HOW TO DIFFERENTIATE YOURSELF
Do you actually know the market that you’re part of? It often looks quite different digitally, compared to how it looks in the physical world. Map your digital channels, examine your competitors, and find out how and where you offer something unique.
It’s the thing that makes your product unique that customers look for, and makes potential partners want to link to your product. SEO will often prove helpful here.