Code Worldwide

Visioning and Value Engineering: How Code helps Clients get the right Technology Solution.

11.10.2012
Matt McNeany

Matt McNeany

Founder and Chief Executive Officer

The Challenge

Many clients are looking to use technology to drive change within their marketing functions. They are looking for improved efficiency in the use of their marketing assets.  They want better compliance with

Many clients are looking to use technology to drive change within their marketing functions. They are looking for improved efficiency in the use of their marketing assets.  They want better compliance with strategy, and increased visibility of local work.  They want to use Big Data to drive insight to help them to make smarter decisions, faster to optimise their marketing. But clients have to manage more work, across more channels with less time and less budget.  And the range of marketing technology options is confusing and requires specialist knowledge - as

But clients have to manage more work, across more channels with less time and less budget.  And the range of marketing technology options is confusing and requires specialist knowledge - as Scott Brinker's much-used, but very valuable chart ably illustrates:

Credit Scott Brinker How Code can help

Code's consultants use two key, related methods to help clients define what the right solution looks like for their business Visioning The goal of Visioning is to map out what your business looks like powered by technology. The Visioning process is based on the premise that good technology is about people - it allows people to do something or know something they couldn't previously. So our Visioning process identifies the people (or

So our Visioning process identifies the people (or personas) within your business, looks at their work lives and maps out what you want them to do differently (better, faster etc) once the system is implemented. Visioning uses a tool called the P.O.S.T analysis - basically a brainstorming method that looks at People, Objectives, Strategies and Technologies.  The order of this is important - People first, Technology last - and it results in the "Solution Canvas", effectively a visualisation of your project in one page.

The order of this is important - People first, Technology last - and it results in the "Solution Canvas", effectively a visualisation of your project in one page.

                       

  Value Engineering

The goal of Value Engineering is to work out when you should stop spending money on technology. Unlike other vendors that try to up-sell you, we try to get you to limit your budget. Why?  Experience has taught us that too many technology projects contain work that just isn't that valuable, yet consumes time and resources.  Too

Too often what seems like a good idea in a meeting can become a feature that costs a lot and no one uses.  Value Engineering helps you draw the line and only invest in technology that is going to show a return Value Engineering builds on the Visioning work.  First, we create User Stories - basically descriptions of how your users will work with the system.

These are written in English (not tech) and describe, for instance, how a user will be able to create a marketing plan and submit it for approval. We then map each User Story to the Objectives we agreed in Visioning and measure its contribution to those objectives.  

This gives us a Points Value for each story (i.e. how big a contribution is it making to your objectives) Last we estimate the cost of the User Story (very high level) - and divide Points by Cost to give us a Return on Investment score for each story. You then decide when the Return on Investment no longer stacks up - or, in other words, when you should stop spending.

How it works

Visioning generally needs a half day brainstorm with the key stakeholders in the business. We really encourage some senior level participation - it really helps the team clarify the direction and it's a key indicator of project success. Value Engineering takes a few days for our consultants to work through and often requires a couple of shorter meetings with individual stakeholders, depending on the size of the project.

Agile Creative Technology

Visioning and Value Engineering are part of Code’s process model, called ACT (Agile Creative Technology).  We’ve developed this method as the best, easiest and most enjoyable way to implement technology projects.  We keep it focused on the People and the Value; we use an iterative, test-focussed  approach to give us maximum flexibility and rigour.