Keep web projects simple

Creating unnecessary complexity in webprojects is one guaranteed method to failure. And so it follows that if you want to create succesful projects, you have to remove unnecessary complexity.

The introduction of the iPhone ended a period that was pretty stable in terms of web technologies. Sure, there was some innovation going on, but nothing like we’ve seen since then. Suddenly, it was not enough to consider the usual browsers on the desktop PC. You also had to consider the different browsers on the new devices. And you couldn’t rely on ever-increasing bandwidth and processing power to hide your mistakes.

What we’ve been witnessing is a period characterized by a lot of experimentation from especially Apple and Google – and from several other hardware manufacturers. And in the wake of all this experimentation, we’ve also witnessed the rise of several open source projects trying to accommodate for and exploit all the different possibilities.

Operating a web agency in these conditions can be very exciting and prosperous – but it can also be very dangerous. The company that I work for – Bleau – quickly decided to rush into the development of websites optimized for mobile devices. Today, we almost never work on websites that shouldn’t be optimized for mobile. It has been a very giving process in terms of knowledge – but it has also been a very expensive process in terms of money and quality. We simply made a lot of mistakes – both because we didn’t know better, but also because we sometimes got so excited by all this new fancy technology.

The most important lesson we learned in this process is to keep projects simple, and to use the 80/20-rule. The 80/20-rule says that a minority of causes, inputs or effort usually lead to a majority of the results, outputs or rewards. Taken literally, this means that, for example, 80 per cent of what you achieve in your job comes from 20 per cent of the time spent. So, 4/5 of the effort – that is, most of the project – is largely irrelevant.

This is a very valuable lesson – translated into web projects it means that 20 % of our effort yields 80 % of all business value. Now the hard part is finding out which 20 % is most relevant.

In Bleau we have decided to take the initial process of requirements gathering very seriously. In fact, we’ve decided that if we cannot establish the requirements ourselves in cooperation with the customer, we do not engage in the project. That’s the reason why Bleau never engages in public tenders – where requirements are formulated by the customers themselves and then handed over to the web agency. We simply believe that our experience combined with the customers’ knowledge about their business is the best way to ensure that requirements are formulated in a way that ensures web projects are carried out efficiently and with high quality.

In the requirements gathering process, we urge the customer to think in terms of business value – instead of features. We focus on setting business goals – and we let the customer prioritize these business goals. We then translate these business goals into user stories, and finally we assign monetary value to each user story. On top of this, it is our responsibility to come up with a user interface and technologies that support the customers’ business goals.

We’ve found out that such a process ensures that people focus on what is important. When you align user stories with business goals, and you put a monetary value on each user story you make sure that nobody diverts from the path. The result of this is that everybody in the project understands what is most important in the project and that features not supporting the business goals are eliminated. This makes web projects much more simple.

An example of how this works is the issue of browser- and device compatibility. Often, the customer will have an initial requirement stating that the new project should work on every browser, every smartphone and every tablet. However, if you look at the usage statistics for the different browsers and devices, you will notice some interesting trends:

  • The usage of Microsoft Internet Explorer 8 is falling and in Denmark less than 5 % is using this browser per the 29th of December 2013
  • Microsoft Internet Explorer 9 has seen a very sharp decline and currently the usage of this browser is also below 5 % in Denmark
  • Browsing on tablets almost always happen on iPad-devices (86 %)

I’m not saying that you should ignore people using IE8 or IE9. After all, these browsers still have almost 10 % of the market share in Denmark. But I’m saying that you should consider prioritizing more modern browsers, and maybe putting your emphasis on tablet devices.
Instead of putting your money on optimizing for browsers that will be gone in a year, you should perhaps focus on browsers and devices that will be big when the project is done. So, the website is optimized and working perfectly on the majority of browsers and devices, and ‘just working’ on old browsers. People using these old browsers will still be able to view the website, but the more advanced features will not work in these browsers.
Making such a decision will absolutely reduce the complexity in web projects and will therefore reduce the cost of the project and increase the quality.

Another example is the battle for the frontpage. We always encounter this battle, and it is typically a battle between different departments in the customers’ organization. The different departments think that their content is the most important, and therefore should be present on the frontpage of the new website. However, if we include all this content, the frontpage will be heavy and it will surely compromise the customers’ business goals. Often, when this situation arises webdesigners try to minimize the burden of all the content by hiding it via sliders, scrollers, tabs and so on. However, adding this stuff will add to the complexity of the project – both because we now add all sorts of JavaScript-plugins and because we have to spend even more time on increasing performance of the website.

Instead, we try to force the customer to prioritize the content – and only the absolutely most important goes to the frontpage. By removing unnecessary content from the frontpage, we can reduce the complexity of the project – and thereby save money and increase quality.

What we’ve seen in my company is that by insisting on discussing requirements and by reducing complexity, we can increase quality, deliver on time and reduce cost. What we’ve witnessed is more satisfied customers. What we’ve also learned from this process is that introducing new technology should happen incrementally and not as a “big bang”. Surely, we learned a lot from introducing responsive webdesign, AngularJS and quality assurance of multiple devices and browsers, but we also became bruised and damaged along the way.


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