Website Product Requirements Template

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Website Product Requirements Template Powered By Docstoc
					This template helps a business refine web project requirements before engaging a
designer. This template clearly specifies what the business wants its website to feature
and ensures that the business receives the end product it desires. This template
defines the core requirements of the website, the functional requirements, design and
implementation requirements, and whether there will be support and maintenance. This
template can be used by small businesses or other entities that want to clearly define
their website requests before entering into an agreement with a designer.
Website Product Requirements                                              [Company Name]




Introduction


This website product requirements template is designed to help you refine your
web project requirements prior to engaging a designer/design team.


Clear requirements manage expectations, limit scope creep and contain costs.


The template contains both instructions for completion and examples. Delete the
gray shaded material, and replace the examples with your own content.


Note, data contained in the examples is for illustration purposes only and does
not reflect any actual data.




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Website Product Requirements                                                                                                          [Company Name]




Contents
Introduction .................................................................................................................................... 2
1.         Organizational Background ................................................................................................ 4
2.         Project Summary and Objectives ........................................................................................ 4
     Target Audiences .......................................................................................................................................... 4
     Competitive Analysis .................................................................................................................................... 5
3.         Core Requirements ............................................................................................................. 5
     Differentiation............................................................................................................................................... 6
     Unique Selling Proposition(s) ...................................................................................................................... 6
     Perception & Tone ........................................................................................................................................ 6
     Branding Requirements ............................................................................................................................... 6
     Accessibility and Usability ........................................................................................................................... 7
4.         Functional Requirements ....................................................................................................7
     Navigation ..................................................................................................................................................... 7
     Search Optimization ..................................................................................................................................... 7
     Page Hierarchy .............................................................................................................................................. 7
     Squeeze Page(s) ............................................................................................................................................8
     Site Registration............................................................................................................................................8
     Interactivity ...................................................................................................................................................8
     eCommerce.................................................................................................................................................... 9
     Site Map....................................................................................................................................................... 10
     Database Requirements ............................................................................................................................. 10
     Analytics ...................................................................................................................................................... 10
5.         Design & Implementation..................................................................................................10
     Design Process ............................................................................................................................................ 10
     Content Management ..................................................................................................................................11
     Prototyping...................................................................................................................................................11
     Testing ..........................................................................................................................................................11
     Approvals .....................................................................................................................................................11
     Implementation Schedule ...........................................................................................................................11
6.         Support and Maintenance ................................................................................................. 11




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Website Product Requirements                                                  [Company Name]




1. Organizational Background
[Provide some background on your company, products or services provided, years in business,
corporate mission etc., to give your designer the WHY of your decision to pursue a website
project.]
At Your Service LLC provides administrative products and services for small businesses
throughout the US. Our team of 50 follows up on sales leads, and recommends products such as
stationery, motivational promotional products, off-the-shelf software and other business
supplies, as well as services such as virtual assistance with scheduling, correspondence, order
tracking and more. We focus on providing “one stop” for the administrative products and
services most business owners need, freeing them to manage their businesses.



2. Project Summary and Objectives
[Detail the specifics of WHAT you want the website to do. Also include whether you will host the
site, or if you will require hosting services; and whether your domain name(s) have been
registered.]
We have determined that our existing website (http://www.myoldsite.com) needs to be
revamped to make it easier for customers to quickly purchase supplies, and to determine what
kind of services they need. Our new site must:
        Qualify prospects through intuitive navigation leading to ordering pages and instant
         feedback.
        Allow returning customers to quickly reorder supplies and renew services
        Offer interactive support in real-time.
        Build a community of customers who can exchange information and provide insight into
         current and potential services.
        Provide secure transactions, updated order status, and account history.
        Link to resources and websites that support small business owners.
        Using a hosting provider with extensive database capabilities until 20XX, when hosting
         is expected to be brought in-house.

Target Audiences
Audience Needs and Preferred Solutions

[WHO are your customers? Describe your target audiences and their needs. Your company’s
Marketing Plan should provide details on targets. If the marketing plan does not exist, you
should do some research on general demographics, any publicly available information on

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Website Product Requirements                                                   [Company Name]




internet usage, buying patterns, and unmet market needs. Get feedback from existing customers
via sales staff, customer service or technical support staff. Usability data is also pertinent to
determining how your customers prefer to buy your products/services.]
We cater to small businesses in all sectors with 25 employees or less. Business owners rarely
have the time available to research and plan for their administrative needs. They may not have
the resources to hire a well-qualified administrative manager to handle this aspect of their
businesses, and are looking for inexpensive solutions that meet the real needs of their
businesses.
They prefer:
        One-stop shopping for administrative products.
        Ability to track their order history.
        Multiple shipping options.
        Multiple payment options, particularly revolving credit or extended payment terms.
Advertiser Needs and Preferred Solutions

[Web projects rarely exist in isolation, and partners have their own needs for advertising,
linking, compensation and aggregation. Outline the types of advertisers/partners you expect to
have within your project and how they will integrate with your objectives.]
We want partnership arrangements with providers of accounting/bookkeeping services, HR
services, and providers of low-cost, off-the-shelf technology solutions for scheduling, project
management, contact management, content management, periodicals and information
resources.
These advertisers prefer:
        Association with key word searches and category exclusivity on results pages.
        Embedded product descriptions.
        Links to their key site pages.

Competitive Analysis
[Determine WHO your competitors are, and review your competitors’ web presence. Objectively
describe strengths and weaknesses in their approach, in order to better define how you will
exploit weaknesses and capitalize on your own USP and brand.]

3. Core Requirements
[Core requirements are the “must haves” of your web project, and have less to do with specific
functionality and technical requirements and more to do with overall look-and-feel, supporting



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Website Product Requirements                                                    [Company Name]




your brand, and providing the desired user experience. They are the HOW and sometimes the
WHERE of your web project.]

Differentiation
[Describe what differentiates you from your competitors and how you expect the web project to
communicate these differentiators.]

Unique Selling Proposition(s)
[The Unique Selling Proposition, or USP, is the “thing” that sets your company apart from your
competition and provides a benefit to the customer. It serves as the foundation for how your
web project handles user experience, including navigation, interactivity, and offline follow-up.]

Perception & Tone
Perception and tone support your overall objectives –providing the look and feel attributes of
text and visual content. Your requirements here could include:
        Project a clean, no-frills, but friendly approach to ordering products and services.
        Encourage customers to describe their needs in order to get recommendations.
        Personalize the experience by providing visual cues and links to real-time support.

Branding Requirements
[Corporate brand and style requirements need to be accommodated in the web project,
including use of logos and icons, colors, and text references to products and services. Some
samples are provided in the following subsections.]
Color Scheme

We want a complimentary color scheme in yellow and orange to convey warmth and
friendliness, with occasional greens and blues to help emphasize specific products or
promotions.
Logos

Our logo should appear top-left on the home page and all section landing pages. Bottom right is
sufficient for pop-ups for product descriptions.
Vendor logos should be no more than half the size of the corporate logo on any page.
Fonts

Headings should be in sans serif face to promote readability, and differentiated by color or point
size to indicate hierarchy where necessary. Text fonts should be Arial with sufficient leading to
promote readability.


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Website Product Requirements                                                  [Company Name]




Graphics

Graphics should be used to indicate additional information or functionality (such as live chat or
tech support) and where applicable, images for product descriptions. No superfluous, “clip art”
type graphics should be used.

Accessibility and Usability
We expect the website to be Section 508 compliant.
Usability goals include the fewest clicks necessary to reach a purchase page; obvious visual and
text cues for completing orders, escape paths to change input information, use of SEO optimized
text and tags, and intuitive grouping of products and services.



4. Functional Requirements
[Provide clear and complete details on WHAT you expect the website to do and HOW you expect
it to do it.]

Navigation
        Horizontal navigation
        Vertical navigation
        Use of landing pages
        Iconic and text links
        Popup pages versus main page “replacement”

Search Optimization
        Key word
        Full-text



Page Hierarchy
        Home page
        Section landing pages
        Page depth (maximum level of pages)
        Relating pages across sections



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Website Product Requirements                                                  [Company Name]




Squeeze Page(s)
[Describe how you want to use squeeze pages, single web pages that capture customer data for
follow-up marketing. Include related information on direct marketing and email campaigns
regarding goals for capturing prospects so that the designer can design squeeze pages that
support the campaign as well as the overall goal of converting to sales.]

Site Registration
[Describe the purpose of site registration on your web project, and how you want to use the data
gathered from the registration process. Included the cancellation and update processes as well.]
Customer

Provide an option customer registration function to capture data on repeat customers, and pre-
fill order pages with data to simplify the purchase process.
Subscription

Provide double-opt-in subscription function to capture customer and prospect data for
conversion, cross-sell and upsell activities.

Interactivity
[How do you want to interact with your customers and visitors to your website? Satisfied
customers are your most effective sales force, and web technology provides a number of ways to
gather information on the experience on the website, how customers are using products or
services, questions and issues they may have, and critically important information for new
product/service development. ]
Blog & Comment Posting

We want to have a related blog that also provides an alternative method to enter our website.
The blog can use Wordpress or another format, as long as it is easy to update by less technical
staff members. It must provide a method for moderating comments prior to posting. Data on
commenters must be captured.
Community/Forum

We expect to have a moderated forum requiring registration to post. A staff member of our
company will have responsibility for moderating, and the design/development company may
need to provide training and occasional technical support.
Video

Only the web design firm or staff members may post video, and videos are limited to section
landing pages.



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Website Product Requirements                                                  [Company Name]




Real-time Chat

We want to include a sales support option for customers to IM with an outsourced real-time
chat solution.
Aggregation

We want to provide RSS feeds from aggregators concentrating on business management topics.
Site visitors must be able to subscribe to an RSS feed for our site.

eCommerce
[If you web project includes purchase of products or services, you should provide details on how
you want the purchase process to work. You may want a custom solution, which requires a
larger investment in development and programming time, or you may want the vendor to
recommend an off-the-shelf shopping cart solution. The following subsections include examples
of the requirements.]
Product Descriptions

        Provide product name/model numbers & pricing. with DHTML expandable areas for
         product details.
        Price data is dynamic and will be populated from the database when the user selects a
         description.
        Include hyperlinks to the order form and pre-populate default quantity and price.
Order Form/Shopping Cart

The shopping cart page must provide the following at a minimum:
        Fields
        Calculations
        Retain incomplete data
        Order Confirmation
        Order Status
Payment/Secure Verification

        Provide PayPal, electronic check and credit card options.
        Integrate PayPal verification pages.
        Integrate Verisign verification for credit card options.
        Include 90-day payment options.



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Website Product Requirements                                                  [Company Name]




Site Map
[Related to search and navigation requirements, access and display of a site map is useful for
visitors who may be unusual search terms, are browsing, or are looking for a specific page.
Describe how the user will access the site map and how it will be displayed]

Database Requirements
[Describe the data fields that you wish to manage and how they are organized and related. If you
have database design documents, include them as an attachment.]
        Prospect Data
        Customer Data
        Product Data
        Pricing Data
        Vendor Data

Analytics
[Describe how you intend to measure the performance of your web project, including how email
campaigns will interface with the website.]
        Key word search results
        Search success/failure
        Page visits
        Time per page
        Conversion rates
        Abandon rates
        Referral URLs



5. Design & Implementation
Design Process
[Describe how you expect the design process to proceed—will you provide a creative brief to the
designer? Do you expect multiple concepts from which to choose? Who will be involved in the
review and approval process? How many iterations will you expect to go through?]




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Website Product Requirements                                                  [Company Name]




Content Management
[Describe the content management needs for the web project. If multiple authors will be
updating the site, a CMS solution is probably preferable. Include training considerations for
authors. Describe requirements for expiring and archiving content.]

Prototyping
[Describe your needs for prototyping. Will component web applications be prototyped
separately? Do you require a functional prototype? Who will be involved in reviewing and
requesting revisions to the prototype?]

Testing
[Include sufficient time to test all aspects of the web project, including navigation, application
functionality, links, search, registration/cancellation/updates, order status, account history and
customer profiles.]



Approvals
[Describe the approval and review process required to take your web project to launch. Include
timeline contingencies, and key personnel from your company and the designer. If you have
formal change management processes, include them to ensure changes to project scope are
managed effectively.]



Implementation Schedule
[Provide a full schedule of milestones and tasks, and assign ownership of tasks to ensure full
accountability. Include risks to the project and penalties incurred from missed deadlines.]



6. Support and Maintenance
[If you plan to have your designer/developer handle support and maintenance, use this section
to describe support requirements, and how fixes, updates and new software upgrades will be
handled to minimize downtime. Corporate requirements for Service Level Agreements should
be included here as well.]




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Website Product Requirements                                                                                    [Company Name]





				
DOCUMENT INFO
Description: This template helps a business refine web project requirements before engaging a designer. This template clearly specifies what the business wants its website to feature and ensures that the business receives the end product it desires. This template defines the core requirements of the website, the functional requirements, design and implementation requirements, and whether there will be support and maintenance. This template can be used by small businesses or other entities that want to clearly define their website requests before entering into an agreement with a designer.
This document is also part of a package Website Development Toolkit 7 Documents Included