Module 7874B Initiate and Carry Out Projects

Author: Judy Beddoni Date: 13th August 2007

FEASIBILITY STUDY
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MYER Website
Rebranding Project

Reported by: Date:

Judy Beddoni 12th August 200

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Contact Details:
For all enquiries relating to this rebranding proposal please contact Project Manager: Address: Mobile: Email: Judy Beddoni P.O. Box 2430 Strawberry Hills NSW 2012 0430 228 379 judy.beddoni@bigpond.com

Confidentiality and Disclosure The Company MYER must not disclose any proposed feasibility study information from “JABIT” Digital Designs & Ideas to any third party unless the nominated contact officer “Judy Beddoni” has given prior written authorisation. ©

INTRODUCTION
FEASIBILITY ISSUES

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Feasibility Issues:
Reference 1 Can it be done? Is it practicable? Is it feasible? Economically? Technically? Operationally? Are the benefits greater than the costs? Do you have the necessary technology? If not, is it available and accessible? Do you have the necessary resources? Will target audiences/markets accept and use it? When can it be ready? Will it be ready in time?

Scheduling-wise?

Feasibility Issues; Many of the above questions can not be answered in the early stages of the study. For example: Data on actual costs and benefits is not available We need to determine what resources are at our disposal. Some elements of the feasibility will be more important than others - and - some may directly conflict. Sometimes external considerations are more important than the narrow feasibility issues discussed. Other Questions that will need to be addressed: What data is needed? Where does it originate? How much data is needed? What are the requirements of the users? What do the users want and/or need? What are the main characteristics and functions of the proposed rebranded site? What are the design considerations? Design alternatives? What are the development considerations? Concerns? Development alternatives? Pilot studies needed? What work processes will be necessary? Will current processes need to be reviewed? What are functionally / technological issues? Are solutions already available? Will databases and / or programming be required Is all of this consistent with the business and Web strategy?

EXECUTIVE SUMMARY
EXECUTIVE SUMMARY

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The Myer website was out dated and needed a change. The proposal for the rebranding project was to show some pizzazz, style, modernize and update the website and bring it to life with bright colors and a fresh new Logo. Plus with the Implementation of some amazing new interactive technology for customers to view or listen to and in so doing browse the site longer.

This Feasibility Study was undertaken to assess and evaluate the 3 alternative solutions for the rebranding of the MYER website: 1. Redesign the Logo and colour scheme to make the site more attractive to customers 2. Implementation of Video presentations 3. Implementation of Audio Podcasts In assessing the viability of each solution we conducted assessments via the following criteria: 1. Vender Presentation 2. Customer Survey 3. Staff Feedback On the basis of our evaluation of the solutions and results gained through the assessment criteria and ranking scores the most feasible solution to be implemented would be the implementation of video content to the website with the customer having the choice of what and when to view.

FEASIBILITY STUDY – REBRANDING PROJECT TABLE OF CONTENT
CONTACT DETAILS:............................................................................................................................... ........3 CONFIDENTIALITY AND DISCLOSURE......................................................................................... .........................3 FEASIBILITY ISSUES:................................................................................................................................. .....4

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EXECUTIVE SUMMARY............................................................................................................ .................4 1.REBRANDING OF THE MYER WEBSITE...................................................................................... .........7 2.BACKGROUND INFORMATION............................................................................................................ ..8 2.1. REBRANDED WEBSITE OPPORTUNITIES............................................................................................. ...........9 3.POTENTIAL SOLUTIONS................................................................................................................ ......10 3.1. REDESIGN MYER LOGO AND COLOUR SCHEME.................................................................................... .....10 Feasibility Study problems & solutions table ......................................................................................................10 3.1.1. Assessments................................................................................................................................................10 3.1.2.Score Result.................................................................................................................................................11 3.2. IMPLEMENTATION OF VIDEOS PRESENTATIONS................................................................... ...........................11 Feasibility Study problems & solutions table ......................................................................................................12 .............................................................................................................................................................................12 3.2.1. Assessment..................................................................................................................................................12 3.2.2 Score Result.................................................................................................................................................13 3.3. IMPLEMENTATION OF AUDIO PODCASTS............................................................................ ..........................13 Feasibility Study problems & solutions table ......................................................................................................14 3.3.1. Assessment..................................................................................................................................................14 .............................................................................................................................................................................15 3.3.2.Score Results...............................................................................................................................................15 4.FEASIBILITY RANKING RESULTS............................................................................................ ...........15 4.1. RANKING CRITERIA................................................................................................................. .............16 4.2. RANKING SCORES.............................................................................................................. .................16 5.MOST FEASIBILE SOLUTION RESULT......................................................................... ......................16 6.CONCLUSION.................................................................................................................................. ......17 7.REFERENCES................................................................................................................. ......................19 1)http://www.houckassociates.com/wc-feasi.asp Feasibility Issues ................................................................19 ........................................................................................................................................................................19 2)http://www.houckassociates.com/wd-dat-p.asp Interactive Elements, Databases & Programming................19 ........................................................................................................................................................................19 APPENDIX...................................................................................................................... ..........................19 1.Feasibility Study Website Problems & Solutions Table ....................................................................................20 2.Feasibility Study Rebranding Risk Table..........................................................................................................21 3.Customer Survey Result....................................................................................................................................22 4.Staff Feedback...................................................................................................................................................23 5.Feasibility Study Solution Ranking Scores Table..............................................................................................24

REBRANDING PROPOSAL PROJECT OVERVIEW

Project Name: MYER REBRANDING

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Project Manager: Judy Beddoni Proposal Rev and Date: 30th September 2007 Project Commencement: 30th January 2008 Target Completion: 21st February 2008 Total Budget Estimate: $10,000.00 (depends on any major changes and website technical requirements)

1. REBRANDING OF THE MYER WEBSITE
The Myer website was out dated and needed a change. The proposal for the rebranding project was to show some pizzazz, style, modernize and update the website and bring it to life with bright colors and a fresh new Logo. Plus with the Implementation of some amazing new interactive technology for customers to view or listen to and in so doing browse the site longer.

Reference 2

Interactive Elements, Databases & Programming Since the Web is an interactive medium, users expect a high degree of interactivity. The more interactivity offered at your site, the higher its success and visitation rates will be. You may want to consider using a personalization application / service, file downloads, audio file(s), video clips), etc. Some programming may need to be included, such as interactive forms, site personalization, interactive maps, and other features, using ASP (Active Server Pages), Cold Fusion, JavaScript, etc.

FEASIBILIITY STUDY
MYER REBRANDING

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2. BACKGROUND INFORMATION
Figure 1: Current Website Design

REBRANDED WEBSITE OPPORTUNITIES

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2.1.Rebranded Website Opportunities
Business & Product Development • Global Influence and Market Developments o Competitive use of innovative modern technology o Change Product Lines Technology Development and Innovative Interactivity • • New ideas for products or services within your market segment New technologies which will give you a competitive edge o Attract a diverse group of Customers • • Industry or Lifestyle Trends A new market demand for a specific product or service offering o Niche Target Market

FEASIBILITY ASSESSMENT EVALUATION OF SOLUTIONS

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3. POTENTIAL SOLUTIONS
3.1.Redesign MYER Logo and Colour Scheme
Currently there is no logo just the name in a black font. This can be improved in that an actual logo design can be implemented. Combining a different font for the name, plus a simple design for the logo would catch the attention and appeal of a much wider audience. The colour scheme would look more appealing if it was produced in fresh earthy colours.

Feasibility Study problems & solutions table
Appendix 1

3.1.1.

Assessments

Solutions Risk Table

Appendix

2

This table lists the requirements for solutions to the MYER Website Rebranding risks

Customer Survey

Appendix

3

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A Customer survey was conducted this was useful for gauging the potential demand for new products and services

Staff Feedback

Appendix

4

Staff feedback was obtained to determine whether changes to business processes will likely be adopted by staff and what they thought of the proposed changes to the website.

3.1.2.

Score Result

Redesign Logo & Colour Scheme evaluation Scoring Table The Scoring mechanism used to evaluate the feasibility of the solution assessments, were rating from 1-10, 1 being the lowest and 10 the highest.

FEASIBILITY SCORE 6 6

ASSESSMENT METHOD Customer Survey Staff Feedback

3.2.Implementation of Videos Presentations

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Video can be a very useful tool in the digital media industry, it can be used to advertise your product show the world something new and create a new world of awareness and understanding for the people whom interact with it. Feasibility Study problems & solutions table
Appendix 1

VOD Video-On-Demand (VOD) is a term used to describe video that users can view at their leisure or – on demand. In other words, VOD is applicable to the television, the personal computer and mobile devices. The availability of VOD across multiple channels allows marketers to take advantage of each channel to reach all targeted audiences. On the Internet, VOD advertising can occur by placing informative infomercial type video on your own site. Additionally, there may be some opportunity for viral ads using online sites that host video or by developing a more involved campaign around VOD.

3.2.1. Assessment Solutions Risk Table
Appendix 2

This table lists the requirements for solutions to the MYER Website Rebranding risks

Customer Survey

Appendix

3

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A Customer survey was conducted this was useful for gauging the potential demand for new products and services

Staff Feedback

Appendix

4

Staff feedback was obtained to determine whether changes to business processes will likely be adopted by staff and what they thought of the proposed changes to the website.

3.2.2 Score Result Video Presentation evaluation Scoring Table The Scoring mechanism used to evaluate the feasibility of the solution assessments, were rating from 1-10, 1 being the lowest and 10 the highest.

FEASIBILITY SCORE 9 8

ASSESSMENT METHOD Customer Survey Staff Feedback

3.3.Implementation of Audio Podcasts
The greatest benefit of using audio is the ability to be able to listen to something easy and straight forward and also that you can go back and re

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listen to it whenever you like, and depending on what you are listening to it can be enjoyable. By using audio in a website people can ether hear music or get information in the form of pod cast Thus providing daily or weekly podcasts of: • • • interviews with celebrities beauty tips from noted cosmetologists notification of up & coming events e.g. latest fashion shows

Podcasts provide an amazing opportunity that gets customers to opt-in to receiving relevant information that keeps them engaged with the Company and stay longer on the site.

Feasibility Study problems & solutions table
Appendix 1

3.3.1. Assessment

Solutions Risk Table

Appendix 2

This table lists the requirements for solutions to the MYER Website Rebranding risks

Customer Survey Appendix

3

A Customer survey was conducted this was useful for gauging the potential demand for new products and services

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Staff Feedback

Appendix

4

Staff feedback was obtained to determine whether changes to business processes will likely be adopted by staff and what they thought of the proposed changes to the website.

3.3.2.

Score Results

Audio Podcast evaluation Scoring Table The Scoring mechanism used to evaluate the feasibility of the solution assessments, were rating from 1-10, 1 being the lowest and 10 the highest.

FEASIBILITY SCORE 7 6

ASSESSMENT METHOD Customer Survey Staff Feedback

FEASIBILITY RANKING

4.

Feasibility Ranking Results

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4.1. Ranking Criteria
The Scoring mechanism used to evaluate the criteria used in the solution evaluations of venders presentation, customer survey, staff feedback were rating from 1-10 1 being the lowest and 10 the highest.

4.2. Ranking Scores
Appendix 4

Feasibility Study website Solutions Ranking Scores Table The table lists the Ranking Scores to the 3 solutions evaluated The feasibility scores assigned in the previous sections have been consolidated in the table. In addition, a Weight has been added to equalize variations in importance of individual criteria. The weight assigned is from 0.5 (unimportant) to 1.5 (very important). The Total score, then, equals the Score multiplied by Weight.

5.

MOST FEASIBILE SOLUTION RESULT

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Based on the results of the solutions evaluations, the risks and issues identified and the ranking scores the most feasible solution is Video presentation which we have identified as the highest likelihood of success.

CONCLUSION

6. CONCLUSION

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Video can be a very useful tool in the digital media industry, it can be used to advertise your product show the world something new and create a new world of awareness and understanding for the people whom interact with it. It is therefore recommended that Video content presentations be approved for immediate implementation for the MYER website rebranding project.

Managing the website rebranding project We recommend organizing The Internet Team so that a core team maintains the Companies internet presence and manages project teams (or suppliers) who develop internet capabilities. ‘Maintenance’ and ‘project’ tasks should be kept more separated. The Internet Services team should focus on the publication of content and the overall strategy of keeping the internet presence relevant. The Technical team should work to ensure that standards are maintained as well to cover project and contract management. Project teams should focus on project specific objectives, but they should be managed at a program level by the project management function of the core team to ensure consistency and avoid duplication.

Future Evaluation: Build a prototype A prototype is subset of the full solution that is constructed to show that the overall solution is achievable. Most companies build prototypes to prove feasibility in the highest risk areas of the solution e.g. a project that involves constructing a new interactive computer system may create a prototype to show that the systems most complex elements can be integrated with the computer technology within the business and used with ease by the customers.

REFERENCES

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7. References
1) http://www.houckassociates.com/wc-feasi.asp Feasibility Issues

2) http://www.houckassociates.com/wd-dat-p.asp Programming

Interactive

Elements,

Databases

&

APPENDIXES

APPENDIX

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1. Feasibility Study Website Problems & Solutions Table

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Website Problems
Problems • Current website bland and dull Outdated not kept up with pace of technological changes • • • Lacks interactivity with customers Old boring logo No colours used only black & white

Website Solutions
Solution to Problems • Make use of the latest Technology available to achieve the opportunities

Design and Implement new Logo and colour scheme

Produce and Organise the development of a suit of new products or services Video Content • • • • • • • • • Cosmetic Demonstrations Fashion Parades for all ages Equipment Demonstrations Up and coming events or sales

Mannequin life like models Upload own picture and measurements To dress in latest fashions and attire To access style and suitability

Audio Podcasts Audio talks on numerous subjects Up and coming events or sales

2.

Feasibility Study Rebranding Risk Table The table lists the requirements for solutions to the MYER Website Rebranding risks

RISK DESCRIPTION

RISK LIKELIHOOD

RISK IMPACT

ACTIONS REQUIRED TO MITIGATE RISK

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Website Competencies

A change in website direction may lead to a mismatch in staff skills

Medium

Organise The Internet Team for Website management So that a core team maintains the Companies internet presence and manages project teams (or suppliers) who develop internet capabilities. Maintenance’ and ‘project’ tasks should be kept more separated A set of new processes or and procedures for specialist staff to implement The Internet Services team should focus on the publication of content and the overall strategy of keeping the internet presence relevant. Project teams should focus on project specific objectives, but they should be managed at a program level by the project management function of the core team to ensure consistency and avoid duplication The Technical team should work to ensure that technology standards are maintained as well to cover project and contract management Investigate and compare technology providers Determine reliability and competitiveness of technology (proven or unproven, state-of-the-art, etc.) Identify limitations or constraints of technology Upgrade to the latest technology available for the website with a central data source

Website Performance

The website may not be achieving the objectives set

Medium

Website Technology

The existing technology does not support changes with the new innovative rebranded website technology

High

3. Customer Survey Result

Customer Survey

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As part of our rebranding proposal, we asked several customers to list their 10 most important criteria for browsing and shopping on the MYER website. And, “…to our surprise, price was nowhere to be found. It wasn’t that price was insignificant to customers. But thanks to MYER’ influence, shoppers had come to assume they were going to get a good price. What they wanted was a brighter more appealing website to browse on while shopping, some interactivity and be able to watch videos and listen to talks. What they also wanted was for stores to stock all the basics and modern up to date products, courteous and helpful sales associates. And they wanted a faster, less-troublesome experience. In other words, customers wanted the website to not just have what they wanted, but have it where it could be found quickly and easily.”

4.

Staff Feedback

Feedback received: The site is long due for an overhaul.
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It has not changed in years living in the dark ages still black and white. It needs to keep up with the latest stuff offered on the internet. Videos would be great for the customers they could watch presentations instead of calling or emailing for information. Logo and colours definitely need a change but not as important as the interactive technology on the webs these days. I think customers would rather see video presentations than here audio podcasts about information why else do they go onto a computer but to look.

5.

Feasibility Study Solution Ranking Scores Table

The table lists the Ranking Scores for the 3 solutions evaluated for the rebranding project

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Redesign Logo & Colour Scheme
Criteria Score Weight Total

Video Content
Score Weight Total

Audio Podcasts
Score Weight Total

Customer survey Staff feedback Overall Score

6 6

0.8 0.7

4.8 4.2

9 8

1.8 1.5

10.8 7.5

7 6

1.2 1.0

8.4 6.0

12

1.5

9.0

17

3.3

18.3

13

2.2

14.4

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