StAgg

12.05.2011

2012 Thesis Project. StAgg

Client. Wolters Kluwer Medical Research Author. Patti CampionCredentials. Masters of Science in Interactive Design & Media, Philadelphia University, School of Design & Engineering

CONTENTS3 Project Overview Stakeholders Business Needs Business Objectives Scope Timeline

66 Market Research Target Audience User Needs & Objectives Measureable Objectives Personas & Narratives Task Analysis & User Stories

11 Interface Design Information Architecture Site Map Wireframes

18 Style Guide Branding Color Typography Mocks

26 Requirements Project Business UI/UX Registration/Account Integrations Design

31 Development Plan Implementation Gantt Chart

4 Stakeholders5 Business Needs5 Business Objectives5 Scope5 Timeline

PROJECT OVERVIEW

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PROJECT OVERVIEW

KEY PROJECT STAKEHOLDERS

Patti Campion Customer. Wolters Kluwer Role. Project Lead t. 215.822.0964 e. [email protected]

Will Bowman Customer. Committee Member 1 (internal) Role. Project Advisor t. 267.735.7641 e. [email protected]

Tom Barker Customer. Committee Member 2 (internal) Role. Integrations t. xxx.xxx.xxxx e. [email protected]

Heather Boutwell Customer. Committee Member 3 (external) Role. Business Lead t. 215.521.1000 e. [email protected]

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PROJECT OVERVIEW

NEEDSTo create a website consisting of aggregated Wolters Kluwer analytics to improve the business processes within the Medical Research marketing department.

TIMELINEThe expected start date for this project is September 6, 2011; launch is expected for May 03, 2012 (see Gantt Chart for detail).

OBJECTIVESStAgg (statistic aggregate) will present all analytical data from multiple marketing channels in one location. Additionally, the following business objectives help to set the direction and activities for this project:

- Improve the reporting process by giving user option to share, download, copy-and-paste data for monthly, year-end, and adhoc reporting- Save the user time from having to manually pull the data from multiple sources-- Integrate with Coremetrics (.com stats) and WhatCounts (email stats)- Increases time the user has to spend on revenue-driving activities by eliminating hours of pulling analytics for internal purposes

SCOPEThe scope identifies work that needs to be accomplished to deliver a product, service, or result with the specified features and functions (Project Management Institute).

The scope of this project is to support the Wolters Kluwer Medical Research marketing department with the creation of the StAgg website - an internal website aggregating all statistical data across multiple channels in one central resource. This document is used to collect, analyze, and define detailed requirements for the WKMR StAgg project across phases as identified by the business stakeholders. TThis document captures very detailed requirements for a thorough understanding of the solution to be developed. It communicates the “whys” and “whats” related to the project, and is a gauge against which all future project decisions should be validated.This document answers the following questions:

- What business problem is to be solved?- Who are the stakeholders?- What product features and capabilities must be available in the solution?- What are the roles and responsibilities of parties involved-- What additional business requirements are known that should be considered during development?

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The strategic plan will identify what I (the developer) want to get out of StAgg but also what the users want to get out of it as well (Garrett 40).

7 Target Audience7 User Needs & Objectives7 Measureable Objectives7 Personas & Narratives8 Task Analysis & User Stories

MARKET RESEARCH

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MARKET RESEARCH

TARGET AUDIENCEStAgg is most suitable for WKMR employees who require a more efficient way of gathering campaign data for reporting – specifically, portfolio marketers and digital marketers.

The portfolio marketers will pull campaign data specific to their portfolio and report back to their team (publishers and societies) monthly, at minimum.

The digital marketers will analyze the data at a campaign-level to determine the value of a particular campaign.

USER NEEDS & OBJECTIVESI consulted with the primary user group of StAgg, WKMR marketers, and they all expressed a need for one central resource that houses all the analytics from both the email and web campaigns the digital marketing group manages.

CCurrently, WKMR marketers have to manually pull campaign analytics from a number of sources, which takes time away from doing more strategic, revenue-driving activities. StAgg will give real-time analytics for all marketing campaigns in one internal website. Email analytics include: sends, click-throughs, click-to-opens, opt outs, revenue; Web analytics include: page visits, clicks, and revenue.

MEASUREABLE OBJECTIVESMeasurable objectives are the specific measures we use to determine whether or not we are successful in achieving the goal (Landau, Valerie).

I plan to implement Google Analytics to track usage. Post-launch, I will be surveying the users for feedback to help measure the success of the StAgg.

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PERSONAS & NARRATIVESAdmin (Dixie)Portfolio Marketer (Charlie)Digital Marketer (Kira)

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MARKET RESEARCHMarket research helps to determine the market for your product and will also provide information that is critical if you need to secure financing. In addition, the process will yield valuable information about your customers that will help you fine-tune your ideas (Mann, Darlene).

TASK ANALYSIS & USER STORIES (1 of 3)

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ADMIN: Dixie

Dixie is the StAgg admin at WKMR and she is able to modify the interface to increase ease-of-use for the marketers and make improvements to interface for future phases.

DDixie is 28 years old from Richmond, VA who graduated from West Chester University in 2005 with Bachelors in Business Administration and a minor in Information Technology.

She has 6 years of professional experience in the advertising industry where she was the technical lead on all web projects including redesigns and content management.

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PORTFOLIO MARKETER: Charlie

Charlie is a portfolio marketer at WKMR and she will be pulling data on the multiple campaigns that were deployed for each journal in her portfolio. She is able to share this data by using the “share” functionality to alert publishers and societies of any positive trends for their related journal.

CCharlie is 30 years old from Pittsburg, PA and graduated in 2003 from University of Pennsylvania with Bachelors in Business Administration with a focus on Marketing.

Most of her early career was in medical sales before her transition into medical publishing in 2008 where she excels in relationship management for a high-profile portfolio of clients and societies.


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DIGITAL MARKETER: Kira

Kira will not only receive the data, but will analyze it to improve future marketing decisions to improve the bottom line.

Kira is 28 years old from Philadelphia, PA and graduated from Penn State University with Bachelors in Business Administration and a Masters of Interactive Design from Drexel University.

SShe has 6 years experience in the publishing industry where she started as a marketing project manager and quickly moved into the role of digital marketing manager. Her primary responsibilities include management of all digital marketing efforts from email campaigns to web redesigns and analytics.


12 Information Architecture13 Site Map 14 Wireframes

INTERFACE DESIGN

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INTERFACE DESIGN

INFORMATION ARCHITECTURE

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Digital Marketer

Analyze Campaign Data

Portfolio Marketer

StAgg end of month

View Campaign Data

Submit Findings

Share Data

EXPORT TO WORD

EMAIL

Adjust Marketing Efforts for Next Month

EXPORT TO EXCEL

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INTERFACE DESIGN

SITE MAP

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HOME REGISTER

LOGIN

SEARCH

BUILD PORTFOLIO

VIEW PORTFOLIO

VIEW JOURNAL DATA

SHARE JOURNAL DATA EXPORT TO WORD

EXPORT TO EXCEL

EMAIL

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INTERFACE DESIGN

WIREFRAMES (home, logged out)

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Sign In To Build Your Portfolio

Email address

First Name

Last NameRemember me

Go!

Login

Email addressRemember me

Go!

logo

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INTERFACE DESIGN

WIREFRAMES (home, logged in)

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logo

journal b

journal c

journal d

journal e

journal f

Your Portfolio

journal a

Select Date

Your Data

1. Select title from your portfolio to view stats 2. Select date range 3. Share, download stats

How it works

Sign outHello, FName

search

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INTERFACE DESIGN

WIREFRAMES (build portfolio)

Build Your Portfolio

search

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logo


Journal A Add to Portfolio

Journal B Add to Portfolio

Journal C Add to Portfolio

Journal D Add to Portfolio

Journal E Add to Portfolio

Journal F Add to Portfolio

1. Search titles 2. Add to your Portfolio by select star icon 3. Remove from your Portfolio by selecting star icon

How it works

journal c

journal d

journal e

Your Portfolio

journal a

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INTERFACE DESIGN

WIREFRAMES (view journal data)

Journal A

search

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logo


journal c

journal d

journal e

Your Portfolio

Date Campaign Revenue

10.01.11 Main JQuery $1010

10.02.11 Main JQuery $0

WEB

Page Views Clicks

2200 199

1157 108

10.03.11 Main JQuery $75902 220

10.04.11 Main JQuery $1010

10.05.11 Main JQuery $1500

300 98

1850 1253

Date Campaign Click-to-Open RevenueOpt-Outs

10.01.11 Hot Topics 22% $4002

10.03.11 In the News 09% $00

10.06.11 Featured 14% $15000

EMAIL

Select Datejournal a Summary

Total Revenue: $5495

Total Impressions: 15222

Email Revenue: $1900

Web Revenue: $3595

Share

19 Branding 19 Color20 Typography22 Mocks

STYLE GUIDE

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STYLE GUIDE

BRANDINGBranding is about getting your prospects to perceive you as the only solution to their problem. Once you’re perceived as ‘the only,’ there’s no place else to shop. Which means your customers gladly pay a premium for your brand (Klein, Karen E.).

StAgg will adopt the same branding as existing WKMR websites as indicated on WK style guide.

COLOR

BRAND BLUErgb. R1 G130 B200web hex. 01 82 C8

BODY COPYrgb. R51 G51 B51web hex. 33 33 33

ALT COPYrgb. R102 G102 B102web hex. 66 66 66

HEADER BARrgb. R235 G236 B233web hex. EB EC E9

ALT HEADER TANrgb. R162 G159 B144web hex. A2 9F 90

ALT HEADER PURPLErgb. R141 G117 B177web hex. 8D 75 B1

FOOTER COPYrgb. R219 G222 B219web hex. DB DE DB

FOOTER BOXrgb. R137 G137 B136web hex. 89 89 88

BRAND GREENrgb. R111 G182 B21web hex. 6F B6 15

BRAND PINKrgb. R228 G14 B100web hex. E4 0E 64

LINK BLUErgb. R0 G75 B145web hex. 00 4B 91

DARK BLUErgb. R0 G26 B69web hex. 00 1A 45

DARK GREENrgb. R84 G135 B19web hex. 54 87 13

REDrgb. R240 G35 B20web hex. F0 23 14

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STYLE GUIDE

TYPOGRAPHY (1 of 2)

BLISS [REGULAR] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BLISS [BOLD] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TREBUCHET MS [REGULAR] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TREBUCHET MS [ITALIC] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TREBUCHET MS [BOLD] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

TREBUCHET MS [BOLD ITALIC] ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Web Fonts

Bliss [Regular] should be used as a display font for LWW.com eStore text treatment.

Bliss [Bold] should be used for top navigation links

TTrebuchet MS is the web safe font used for body copy, top and left navigation, utility navigation links, footer, breadcrumb, etc.

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STYLE GUIDE

TYPOGRAPHY (2 of 2)

SHARE OPTIONS: TEXT Font Face: Trebuchet MS Font Style: Regular Font Size: 12 px Hex: #E40E64

GLOBAL HEADER Utility Nav Links Font Face: Trebuchet MS Font Style: Bold Font Size: 12 px Hex: #004B91 Vertical Rule Hex: #999999 Background Hex: #EBECE9 Wolters Kluwer Logo Image: Graphic Image (280x50px)

SEARCH FIELDS Font Face: Trebuchet MS Font Style: Regular Font Size: 12 px Hex: #666666

PORTFOLIO Journal text Font Face: Trebuchet MS Font Style: Bold Font Size: 18 px Hex: #001A45 Journal Link Font Face: Trebuchet MS Font Style: Bold Font Size: 14 px Leading: 16 px Hex: #004B91

BUTTONS Journal Button Font Face: Trebuchet MS Font Style: Bold Font Size: 13 px Button Hex: #6FB615 Text Hex: #FFFFFF Share Button Font Face: Trebuchet MS Font Style: Bold Font Size: 13 px Button Hex: #E40E64 Text Hex: #FFFFFF Alternate Button Font Face: Trebuchet MS Font Style: Bold Font Size: 13 px Button Hex: #F1F0EB Text Hex: #666666

ANALYTICS Journal text Font Face: Trebuchet MS Font Style: Bold Font Size: 18 px Hex: #001A45 Journal Stats Font Face: Trebuchet MS Font Style: Bold / Regular Font Size: 12 px Hex: #333333 / #666666

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STYLE GUIDE

MOCKS (home)

Register

Username (email)

First Name

Password

Go

Login

Email address

Remember me

Go

STYLE GUIDE

MOCKS (manage portfolio)


Journal of Critical Care Nursing

Journal of Critical Pathways in Cardiology

Journal of Cardiac Care

Your Portfolio Manage Your Portfolio

Journal of


Journal of Cardiology



Journal of Neurosurgery

Journal of Reconstructive Plastic Surgery

Add to PortfolioSearch Results

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STYLE GUIDE

MOCKS (home, signed in)





Your Portfolio

1. PICK A JOURNAL 2. SELECT DATE RANGE

MM/DD/YYYY MM/DD/YYYY

Your Data

go

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STYLE GUIDE

MOCKS (stat view)


WEB

EMAILDate Campaign CTO RevenueOpt-Outs

Date Campaign Page Views RevenueClicks

10.01.11 Hot Topics 22% $4002

10.03.11 In the News 09% $00

10.06.11 Featured 14% $15000



Your Portfolio



10.01.11 Main JQuery $1010

10.02.11 WYPR

2200 199

1157 108 $420

$111010.03.11 Journal Main 902 220

Summary

Share

Total Revenue: $3430

Total Impressions: 15222

Email Revenue: $1900

Web Revenue: $1530

MM/DD/YYYY MM/DD/YYYY go

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27 Project 27 Business27 UI/UX28 Registration/Account29 Integrations30 Design

REQUIREMENTS

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REQUIREMENTS

PROJECTKEY ASSUMPTIONS, CONSTRAINTS & RISKSThe following table identifies conditions that the project assumes already exist or are outside of my responsibility that are important to the success of the project.

BUSINESS & UXThe following requirements outline the product features to be implemented, as required by WKMR employees

Assumptions:- The user interface design will be completed by xx, and will not delay preparation of the functional or technical requirements- All content (analytics) will be generated from WhatCounts and Coremetrics

Constraints:- Development deadlines (January, 2012) will affect the project scope

Risks:-- Receiving the appropriate data feed from WhatCounts or Coremetrics- Enough knowledge of integrations and setting up a database

- Real-time data for reporting- Manage titles by adding to their “portfolio”- Search by Journal Title- Ability to Share reporting data via email- Ability to export data into Excel and/or Word- All analytical data in one location-- Email data: click-to-open, Revenue, Opt outs, Deployment date- WWW data: Page Views, Clicks, Revenue, Total Sends - Additional fields: Journal Title, Campaign, Channel- Website to support Safari 4, 5, Chrome 13, Firefox 4, 5, IE 7 and later

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REQUIREMENTS

REGISTRATION & ACCOUNTThe following information identifies requirements for a secure registration process

Overview:- Manage user details- Login/logout functionality- Remember Me functionality- Email address is the default Username (Unique ID)

Registration Form Fields:-- Username (email address)- Password - First Name - Last Name

- All fields are text fields- All fields are required

After Submission:-- No email address validation required- Registration data is fed into database (MYSQL)- User is taken to StAgg homepage

Managing Account:- User searches for journals then “adds to portfolio”. Mimic grooveshark.com model- If logged in, user will be shown only their titles in their portfolio- Users can remove titles from their portfolio by deselecting the journal’s “remove from portfolio” icon-- Users can add titles to their portfolio by selecting the journal’s “add to portfolio” icon (from Search)- If not logged in, user will be taken to the homepage

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REQUIREMENTS

INTEGRATIONSThe following information identifies what and how the desired content is populated to the site

Overview:- Real-time data feeds of analytics from WhatCounts and Coremetrics- Users’ portfolios are saved automatically upon any changes- Content Management System – Drupal

What Counts (email data):- Data feed fields-- Click-to-Open [wc field here]- Revenue [wc field here]- Opt-Out [wc field here]- Date [wc field here]- Total Send [wc field here]- Journal Title [wc field here]- Campaign [wc field here]-- Channel [wc field here]

- Potential WC feed commands (work in progress):- Show_campaign_stats

Coremetrics (www data):- Data feed fields- Page Views/Visits [cm field here]- Clicks [cm field here]-- Revenue [cm field here]

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REQUIREMENTS

DESIGNThe following information identifies the aesthetics of the site

Overview:- Design will be according to WK brand guidelines- CSS, JS, HTML, PHP development supplied

Page elements & interaction:- Search Bar- Can search journal titles-- Auto-populates journal title, acronym, and/or campaign keywords

- Only sort option is Date

Share/ Reporting:- Data feed fields- Share via email- Export data to Excel- Copy-paste option

-- No journal covers

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32 Implementation & Gantt

DEVELOPMENT PLAN

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DEVELOPMENT PLAN

REQUIREMENTS GATHERING 2011Phase 1: Project Cover SheetPhase 2: Project ObjectivesPhase 3: User NeedsPhase 4: Functional Specifications

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Phase 5: Content RequirementsPhase 6: Interaction DesignPhase 7: Information ArchitecturePhase 8: Navigational Design

Phase 9: Information DesignPhase 10: Sensory DesignPhase 11: Thesis Prep Submission

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DEVELOPMENT PLAN

IMPLEMENTATION 2012Phase 1: Email IntegrationsPhase 2: WWW IntegrationsPhase 3: Site Design & Development

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Phase 4: MYSQL, PHPPhase 5: QAPhase 6: Launch

The End.

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CITATIONS

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“A Guide to the Project Management Body of Knowledge: (Pmbok Guide).” wikipedia.com, Project Management Institute. Web. 03 December 2011.

Garrett, Jesse James. The Elements of User Experience: User Centered Design for the Web and Beyond. Berkeley: New Riders, 2011. Print.

Landau, Valerie. “Topic 4 : Developing Goals and Objectives”. roundworldmedia.com. Round World Media. n.p. Web. 03 December 2011.

Mann, Darlene. “Hitting the Market”. inc.com. BroadVision. 2000. Web. 03 December 2011.

Klein, Karen E. “A Practical Guide to Branding”. BusinessWeek.com. Bloomberg Businessweek. 9 June 2008. Web. 03 December 2011.

StAgg

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Transcript of StAgg