1. Analysis Phase Of Multimedia Development Damien Markey

2. Agenda for Lecture Analysis stage of development Why we need to perform analysis What it is used for How to research the Client, Users and Competitors

3. Analysis Phase of Project Three main sections of this phase –User Analysis –Competitor Analysis –Requirements Analysis

4. User Analysis Know your audience! Without audience research you risk launching a site that few people will use e.g. Easier.co.uk –A property portal where people sold houses online (without estate agents) –Not many sold houses through it as it did not reach a critical mass in certain areas –People did not want to buy homes over the internet

5. User Analysis – Pt2 Assertahome/Rightmove –Partnered with estate agents to introduce people –Large number of partnership –Now reach large audience

6. User Analysis – Process Once an outline view of project aim has been established –Identify potential users Client should be an expert on the customer –Perform audience research –Brain-storm possible functionality of site (with client) –Ask users what they would like in site

7. Identify Possible Users Common questions to ask are: –What are the clients primary and secondary markets? –Are they looking to expand their appeal? If so, to whom? –Have they got a current off-line presence? –Marketing materials –Brand identity

8. Potential Sources of Information Marketing department of client Failing that (or in addition) –Market research the likely audience of the company –Use online company profiles (Hoover, Yahoo) –Use trade sources for the industry such as magazines, online sources e.g for a broadcaster try broadcast magazine, Produxion.com, mediaweek –Once you have all this information you will have an idea of what your audience needs

9. Competitor Analysis To ensure you are not falling behind (or making similar mistakes) you must also see what your competitors are doing (or say they plan to do) Your client's competitors may possibly be planning to (re-)launch a site at the same time as the one you are launching so: –you must identify what they presently do –find out what they plan to do (through press releases and site announcements) –See how their site develops and evaluate what features are good and bad (and incorporate the good ones)

10. Competitor Analysis – Part 2 Identify main (or nearest competitors) List main functionality and features Evaluate which features are beneficial and which are detrimental to the site –These can be off-line, such as high delivery charges and delivery times, or online, e.g. slow loading of the site Monitor key sites through the development process to ensure you are not left behind by competitor developments

11. Requirement Analysis Vital to understand and guide client goals Essential for client brief Ask client what their expectations are for the site/CD ROM Identify main aim(s) of site e.g. –Increase sales –Increase brand awareness –Disseminate information

12. Requirement Analysis – Part 2 Ascertain (using design/development expertise) if aims are achievable i.e. –If the brief is to compete with Amazon and the business and technical knowledge of the client is limited then run away!!! If goals are difficult identify issues and then establish methods to address them

13. Content Gathering Content is one of the main drivers for any site (i.e. BBC news, Amazon, WHSmith) Identify the main content for site e.g. For a music site they could include: –Artist lists, –Biographies, –Discographies, –Album covers, –Promotional tracks Identify what current content there is, if any

14. Content Gathering Identify possible sources of new and future content Identify format of content (if you are going to have to scan in 1,300 album covers and type up 13,000 track listings that is going to take time) Identify responsibilities for content (pre and post release) Agree all the above with the client

15. Post Release Management Many Multimedia development agencies suffer difficulties with clients once the site is delivered. These issues should be addressed and agreed between client and developer at this stage Issues such as: –When will site go live –Who is responsible for updating site after release –Who is responsible for delivery of content for site post release

16. Post Release Management – Part 2 Issues such as (cont): When will the site become the Clients responsibility –What criteria have to be achieved for client to accept delivery of site –What warranty period is available –What support can developer provide after this (what events and cost)

17. Lab Session later We will discuss the possible choices for you to choose for your project for the assignment. If you want to do a different one from the ones suggested see me before then! We will work through the process of identifying the client, user and competitor analysis for your chosen project (and an example one for guidance)