Seek first to understand …
The imperative “Seek first to understand, then be understood” from the highly acclaimed author Stephen Covey has application in many areas. In this case study we will be exploring the recent development of a new Web site and database for Youth Access.
In the last issue we examined the question of when a membership organisation should opt for a bespoke development, and when to go for an “off-the-shelf” solution. In this issue we are going to explore the project in more detail and uncover how some of the benefits have emerged in the new Web site.
The starting point for any project should be to “seek to understand” the desired outcome for all users – for staff, members, and prospective members. In what way will anything be different because of this project? What will a successful outcome look like?
Focus on Outcomes
Rudyard Kipling famously said “I keep six honest serving-men (They taught me all I knew); their names are What & Why & When & How & Where & Who.” We would be well advised to keep these six serving-men around during the initial phase of the project. Before articulating the requirement there is some initial exploration to be done that, if left undone, will be likely to conceal the best solution. So, before starting to write a detailed specification for a Web project a number of questions should be considered. For example staff will probably want to include these three questions: Can we do what we do more efficiently; can we (easily) offer improved service of benefit to our partners; and what can we do to encourage “self service”.
Youth Access understood these principles well, and included an initial consultancy phase in the project to ensure that all possible outcomes were explored. During this phase several additional benefits that enhanced the existing membership package were identified and incorporated into the project without increasing the cost.
Dianne Aimable-Lina, Quality and Membership officer for Youth Access said “What I really enjoyed about working with Cyber Media is that they were able to stretch my imagination by suggesting features that I never even thought were possible from a Web site or database.”
… then be understood
Having developed a good understanding of the requirements, it is now important to ensure that these are actually delivered. Even a fantastic benefits package is of little value if no-one knows about it. The site needs an intuitive interface that is helpful to the user who doesn’t know their way around the site, whilst not becoming tedious for the user who does.
In particular, information in the Web site needs to be easily found, and have other information of likely interest noticeable; to catch attention.
“We had an understanding of how we wanted to lay out the Web site and what we wanted from the members’ database. Cyber Media helped us to express that in a way that worked really well in a Web environment. We are delighted with the outcome.” said Dianne.
Some of the benefits achieved by Youth Access with the launch of their new Web site:
- Reduced administration costs through streamlined processes
- Increased range of benefits for members presented in an easy to find format
- Reduced communication costs
- Members update their own records, saving time for members and staff
- Professionally designed database featuring easy to use searches
- Teaser adverts –inviting non-members see what they could access
- Discussion forums to promote member loyalty and build member community
- Private secure areas for Members only to provide valued resources
- Up to date members information now easily available
- Ability to edit the Web site easily means that content is up to date encouraging visitors to return to the site
- Latest news and events tables generated automatically
For further information contact: roger.fairhead@cyber-media.co.uk
Link to Youth Access
