Project Life Cycle Formats

Coordinating a large Web project is a bit like ice skating. As the professional ice skater's movements are fluid and smooth, so are those of the seasoned project manager. Still, how many times did the ice skater fall while learning to land his triple Lutz? Many of us who have managed a lot of projects and find ourselves motivated to write books on the subject do so not because we started out managing projects perfectly. Rather, I can vividly remember my first extremely difficult client as well as the first time I ran into a tough technical glitch. Have I run into similar situations since? Absolutely! However, experience is a great teacher. A successful track record can do a lot to help a project manager smooth over moments of doubt and refocus on the problem.

While creative, technical, administrative, and marketing tasks are being undertaken, the timing of these events can be crucial. For example, the graphic designer should not complete a navigation scheme before all of the content is defined.

There are distinct phases to a Web project-definition, estimating/negotiating the contract, analysis, production, testing, launch, and postproject analysis. Postproject analysis can be best accomplished in an informal environment that lends itself to team building. The definition, estimating/negotiating, and analysis phase phases may need to be repeated as the project takes shape.

It is more cost-effective to reestimate and renegotiate a project should, upon further analysis, the project entail more expensive features to produce than originally included in the budget than to deal with this problem once the team is in the production phase. Conversely, testing may show errors made in production that need to be corrected. Thus, one phase does not always lead flawlessly into the other.

Exercises

Using the example of the school Web site in Lab 8.3 for the following exercises, determine which project management tasks might be performed in the various project phases and who would perform them.

Understand the Flow of Project Events

For each of the following phases, identify the project management tasks that you feel should be performed.

a)	Definition Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
b)	Estimating Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
c)	Analysis Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
d)	Production Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
e)	Testing Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
f)	Launch Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
g)	Postproject Analysis Phase __________________________________________________________ __________________________________________________________ __________________________________________________________

Identify the Team Members Involved with Each Project Phase

For each of the following phases, list the team members who you feel would be most appropriately involved.

a)	Definition Phase __________________________________________________________ __________________________________________________________
b)	Estimating Phase __________________________________________________________ __________________________________________________________
c)	Analysis Phase __________________________________________________________ __________________________________________________________
d)	Production Phase __________________________________________________________ __________________________________________________________
e)	Testing Phase __________________________________________________________ __________________________________________________________
f)	Launch Phase __________________________________________________________ __________________________________________________________
g)	Postproject Analysis Phase __________________________________________________________ __________________________________________________________

Exercise Answers

Answers

For each of the following phases, identify the project management tasks that you feel should be performed.

a)	Definition Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A1:	The definition phase entails only learning enough about the potential project to estimate cost. Many Web firms could spend a valuable part of each day drafting lengthy proposals and responding to RFPs (requests for proposals). This is a piece of the process that needs to be handled carefully, as the Web firm will be awarded only a percentage of the work that it is asked to bid upon. The time spent defining the potential project and drafting the bid is not billable. Therefore, this is not an income-generating task. While care should be taken to identify the scope of the project, Web firms would do well to establish a limit on time spent pursuing new business if the firm is busy. Tasks in the definition phase might include Reviewing the RFP, if available Interviewing the client Asking the client to complete a project questionnaire. (Most firms develop a standard questionnaire that is faxed to the potential client upon request for a bid.) Determining quality of competitor presence on the Web
b)	Estimating Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A2:	The estimating phase is crucial to creating profitable Web sites. No Web firm wants to find itself in the midst of an unprofitable, unending project with a difficult client. Renegotiating a new contract can be problematic and can be avoided by accurately evaluating the project and the costs involved up front. While this is a crucial step in the process, estimating is also a phase, like the definition phase, where the Web firm is not being compensated for the time involved. Therefore, estimating must be done quickly and accurately. A project manager might want to develop his own system of determining price, which is constantly updated as each project is implemented. Also, many firms estimate a price and then build in a "fudge factor." Most of the time, unforeseen events will cause a project to become more expensive than originally planned for. It's best for the firm to cover itself with a percentage calculated over and above the estimated costs of the project. Tasks in the estimating phase might include Meeting with programmers, graphic designers, and editors to determine the amount of time involved creating the Web site as defined by the client Determining whether to flat bid (bid on the project using a flat fee for the whole project) or bid time and materials Determining whether the firm is in a competitive bidding situation Determining whether the prospective client is "high maintenance" or if the organization seems well prepared, knowledgeable, and motivated Evaluating how the client sees the Web and whether this project, as the company envisions it, could be a successful application of Web technology Determining method of billing Determining type of contract/agreement between the Web firm and client Writing a formalized bid detailing Web site features as the firm currently understands them, type of contract, and how billing will be done Upon acceptance of the bid, overseeing the signing of the contract and remittance of retainer/first payment
c)	Analysis Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A3:	The analysis phase is where a detailed project specification is written and becomes the "Bible" for the Web project, used by both the client and the project team. The project specification is the written agreement between the client and the firm regarding exactly how the Web site will function. Occasionally, while in the analysis phase, the client may decide to include value-added components not originally planned for in the first project bid. The firm will then either renegotiate the project or include the value-added components under a separate agreement. However, the project manager must be cautious when determining elements that were covered under the bid and those that were not. It's more cost-effective to identify these items now than to come to terms with them during production. Tasks in the analysis phase might include Writing the project specification with input from creative, technical, and marketing teams. The project specification includes the creative specification, the technical specification, and the marketing specification. Renegotiating project price based upon value-added requirements. Devising a project schedule. Creating a project budget. Determining the best way for the team to interface with each other and the client, as well as the method by which approvals will be obtained.
d)	Production Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A4:	In a perfect world, all project issues would be ironed out in the analysis phase, before any team member touched a keyboard. This is what the project manager should be aiming for. Therefore, the production phase should encompass the physical building of the site. During this phase, it is important for the client to be available to approve work completed. All collateral materials must be received by the Web firm from the client. Otherwise, the penalties suffered due to lack of cooperation by the client should fall upon the client and not upon the Web firm. Likewise, the Web firm needs to meet its deadlines. Some clients insist that a clause be written into the contract that states that if the developer fails to meet the appointed deadline, the developer must forfeit a portion of the fee (typically 10%). Thus, strict adherence to the project schedule by all parties is desirable. Tasks in the production phase might include: Verifying receipt of collateral materials from client Coordinating tasks performed by team members Communicating with the client Overseeing programming, graphic design, editing, and marketing tasks Gaining approvals from client based on work performed by the project team
e)	Testing Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A5:	Typically, most programmers feel that their code is perfect when it's turned over for testing. Being a programmer myself, I am always shocked to find errors in my code after testing. However, the key thing here is that someone else has interacted with my code. Up until this point, I have been the only "user." The testing phase involves another person evaluating the site and trying to break it by inputting any and every condition. Given his fresh perspective, the tester is often able to identify coding problems of which the programming team was not initially aware. Many times this is because the programming team is too close to the project by the time it goes for testing. After a while, it becomes assumed that a user will behave in a certain fashion. However, users will interact with the site in a multitude of different ways-some planned for, others not. The site should be proofread and tested in all browsers. Images should be evaluated for "weight"-the amount of memory they use. All of these tasks should be performed by individuals not involved in the production of the project. Tasks in the testing phase might included: Selecting testers not connected with the project to evaluate the site's functionality Overseeing testing Overseeing correction of errors by the team
f)	Launch Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A6:	Once the site is tested and all of the approvals are set, it's tempting to go ahead and set the site live. However, if the site is being uploaded to a new server, it will need to be retested. Also, the marketing plan is being implemented, with press releases going out to industry publications, the URL submitted to the search engines, banners sent to on-line advertisers, and links requested from strategic Web partners. The Web firm may want to cement its relationship with the client at this time by celebrating the launch of the site, allowing for better communication in the future. In addition, a maintenance plan or contract will need to be written, with the date for the first Web site review meeting agreed upon by the firm and the client. This procedure not only provides for continued business for the Web firm but will provide structure for the client. Most clients understand that the value of their Web site depends upon their ability to keep it current. However, the Web firm cannot expect the client to remember to contact them with changes on a regular basis. It's a bit like visiting the dentist-you know it's necessary, but it can become low on the priority list unless there's a major problem. Therefore, setting up a maintenance plan, preferably a maintenance contract with retainers in place, can provide this structure for the client. Tasks in the launch phase might include: Overseeing implementation of the marketing plan Negotiating a maintenance contract with the client Overseeing testing the final version of the Web site on the client's server Inviting team members and clients to the launch party
g)	Postproject Analysis Phase __________________________________________________________ __________________________________________________________ __________________________________________________________
A7:	The postproject analysis phase is crucial to the Web firm's development. This is where the team conducts an internal audit of the project and all of its phases, discussing what went wrong, as well as which tasks went smoothly. MVPs (most valuable players) should be recognized and congratulated by the project team members, promoting ca-maraderie and, hopefully, smoothing over any ruffled feathers that might have occurred during the last push toward implementation. Tasks in the postproject analysis phase might include: Coordinating internal audit of the project Rewarding outstanding performance by deserving team members

Answers

For each of the following phases, list the team members who you feel would be most appropriately involved.

a)	Definition Phase __________________________________________________________ __________________________________________________________
A1:	Project Manager
b)	Estimating Phase __________________________________________________________ __________________________________________________________
A2:	Project Manager, Creative Team Manager, Technical Team Manager
c)	Analysis Phase __________________________________________________________ __________________________________________________________
A3:	All Team Members
d)	Production Phase __________________________________________________________ __________________________________________________________
A4:	Project Manager, Creative Team, Technical Team
e)	Testing Phase __________________________________________________________ __________________________________________________________
A5:	Project Manager, Quality Assurance Team
f)	Launch Phase __________________________________________________________ __________________________________________________________
A6:	Project Manager, Technical Team, Quality Assurance Team, Marketing Team
g)	Postproject Analysis Phase __________________________________________________________ __________________________________________________________
A7:	All Team Members

Self-Review Questions

In order to test your progress, you should be able to answer the following questions:

1)	How do you see the project manager's role in the development of a Web site? Which of the following is he or she most similar to? ______ A coordinator ______ A negotiator ______ A team advisor ______ An administrative assistant ______ A multidisciplinary Web developer
2)	Which of the following phases does the project manager notplay a major role in? ______ Estimating ______ Analysis ______ Design ______ Production ______ All of the above