DAI/CDE Website Recommendations

Business Process Analysis and Requirements Brief

October 12, 2010

© 2010 Idea Integration Corp. All Rights Reserved.

CDE Project Background

Situation

The CDE current workflow entails a high degree of manual processes, primarily stemming from the following conditions:

• An independent, non-integrated organizational data store

• Web-users originating in under-developed areas that lack robust

internet infrastructure

• Payment processing is primarily handled via wire transfer as credit card

holders are few in number

• 95% of all communication is via email, generated manually from the

CDE Administrator

DAI/CDE Current Workflow

DAI/CDE Current Workflow

Alternate payment methods

A. Wire Transfer to bank (shown)

B. Call or email to CDE Administrator to pay by Credit Card using authorize.net

C. Local office collects payment

D. Cash payment collected at training site.

CDE Critical Success Factors

• Create a web environment that engages the international

development community

• Automate manual tasks for the CDE Administrator

• Automate payment processing

• Implement E-Commerce functionality to sell training, products, and a

subscription-based service

• Maintain and track registrations from website

• Invoice from website

• Integrate with QuickBooks

Define IA & Wireframes

Plan Develop a Plan

Assemble Project Team

Hold Kick-off Meeting

Idea User Experience (UX) Process

Analyze

Design

Test & Refine

Evaluate your

current site

Learn about your

users

Conduct Task

Analysis

Develop User

Profiles

Write Scenarios

Set Measurable

Goals

Conduct a Content

Inventory

Perform Card Sorting

Write for the Web

Use Parallel Design

Develop a Prototype

Launch Site

Types of Evaluations

Usability Testing

Heuristic Testing

Implement and Retest

Create a Test Plan

Prepare & Test

Data Analyses and Report

Determine site requirements

CDE Audience ProfilesThere are two primary audiences for the current CDE site. Their profiles exhibit the following general characteristics:

Originator Works for an NGO working with USAID Headquartered in the US Usually an organization representative Supervisor directs originator to take care of registrations 70% of registrants have an originating person registering one or

more training participants Originator within financial and compliance titles/functions Originator is registering multiple participants for multiple

courses at once Pays by wire transfer (90% of registrations) Well-versed in using a web site Demographics unknown

Training participant

Registering for self or verifying registration information on the site

Likely to be from a less developed region of the world Works for an NGO working with USAID Highly educated Did not register themselves Uses personal and business email addresses Not using credit cards Using cell phone more and more – Locales have better phone

infrastructure than broadband structure Demographics unknown

High Level Requirements

I. General Requirements

II. Marketing Requirements

III. E-Commerce Requirements

IV. Course Management Requirements

General Requirements

1. Migrate from a shared server web hosting arrangement to a dedicated hosting service to provide for better security and integration opportunities.

2. System shall provide (optional) site registration from the main Home Page.

3. System shall provide a link for Trainers to login to the website.

4. System to provide linkages between CDE and DAI web content.

5. System to support a personalized content page called “MyCDE”.

6. System to support the display of customer testimonials.

Marketing Requirements

1. System shall support e-mail campaign management.

2. System shall support website reporting.

3. System shall provide for a general Feedback Form on the website.

4. System shall enable a Search capability from the Home Page.

5. System shall provide a link on the Home Page that provides information about the CDE’s history, organization, mission, and vision.

6. System shall generate messaging to user when ordering products of related products of interest.

7. System shall auto-generate post-course feedback email to participants.

8. System shall support the ability to add dynamic content (e.g., development news, weather, travel tips, etc.).

E-Commerce Requirements

1. System URL shall be a .com rather than a .org.2. System shall provide for a shopping cart capability to hold course

selections and display individual course charges and the running total.

3. System shall provide for automatic discount calculations.4. System shall provide a file feed compatible with the DAI

accounting system.5. System shall support credit card and wire transfer payment

processing.6. System shall monetize the website by offering a subscription

based service.7. System shall allow for a bill me later option.8. System shall notify administrator that COD (Cash On Delivery)

order payment is due 3 days prior to event.9. System shall support an order search capability.

Course Management Requirements

1. System shall provide ability to add/update/remove courses/products to the product catalog.

2. System shall provide capability for website visitors to review the course catalog.

3. System shall provide ability to associate a registered and approved instructor to a scheduled seminar.

4. System shall automatically remove past courses from public view when completed.

5. System shall support a MyCDE page for individual course tracking.

6. System shall provide user-interface or dynamic reporting to view consolidated list of MyCDE training plans.

Initial Home Page Wireframe

2 3 5 8 4

7

2 4 11

12

9

15

113 14

6

Home Page Content

#Primary Function Description

1 Site Registration Encourages user to engage with CDE to opt-in for access to current and future unique information. Streamlines registration and purchase process.

2 Training and Courses

CDE Seminars Registration• Master's Certificate Program• USAID Seminars• CDE e-Learning modules• Events

3 About CDE Description of CDE, CDE history and CDE mission

4 Resources • Local Compensation Plans• White Papers• Internet References• Software • Subscription Newsletter

5 Testimonials Testimonials from former training participants:• How the CDE training courses helped them enhance the capacity of their

organization’s local development practitioners• How they are better positioned to bid on/win/implement donor assistance projects

6 Shopping Cart Functionality that allows the user to select one or multiple courses and/or items (Books, content subscriptions, etc.) and offers options to purchase the selected items. Displays discounts and total charges.

7 Careers (Future) Offering job postings and career development content, either through a strategic partnership with an organization such as Devex or with originally developed content.

Home Page Content (cont’d.)

#Primary Function Description

8 Blog The CDE blog, usually maintained by an individual, provides regular entries of commentary, descriptions of events and will provide news on a particular subject. It will need to be determined if the CDE blog will enable the readers to leave comments in an interactive format as part of the blog.

9 MyCDE A user’s password-protected personal and account profile providing personalization, access to subscription-based content, fulfillment info, previous courses and certification progression.

10 NavLinks Links from the primary navigation bar and other major buttons, links, etc that allow users to continue to navigate if scrolled to content below the fold. An alternative mode of site navigation if local technology limitations block viewing the primary navigation bar.

11 Development News (Future)

International development news content originally developed by CDE or syndicated content provided via strategic partnership with an organization(s) such as Devex, Mango or InsideNGO.

12 Promotional Area (Future)

Area/Space on the home page utilized to promote or advertise new courses, events, and partnerships. Typically, this area is designed like an online ad, with a call-to-action and would link to page within site that contains more information.

13 Logo – Links to Home

A best practice and commonly known to users as a means of navigating to home page.

14 Header Graphic Header area on the home page can be used to display a “welcome” or brand message. May also be used to promote or advertise new courses, events, and partnerships. If this area is designed like an online ad, with a call-to-action, it would link to a page within the site that contains more information.

15 Search Utilizing metadata within site, enable a Search capability from the Home Page and presumably from all other pages

© 2010 Idea Integration Corp. All Rights Reserved.

Initial Solution Concept

Consolidated Database

Registration

CMS

CDEhome.org

Customers

Products &

ServicesHotels

Courses &

Sessions

Trainers

eCommerce

Consolidated Database

Registration

© 2010 Idea Integration Corp. All Rights Reserved.

Future State Concept

CRM

ECommerce CMS

eLearning

ExternalESP

Customers

Products &

ServicesHotels

Courses &

Sessions

Trainers

CDEhome.org

Web HostingTier Features Typical Price Range Example Providers

I Basic Business Package - Shared Hardware with other

website/applications- User Managed

$35 - 100/month www.1and1.com

II Dedicated Servers- Options to upgrade hardware to

boost performance- User Managed

$150 - 250/month www.1and1.comwww.hostway.comwww.hostdime.com

III Managed Hosting- Hardware upgrade options- Administration & monitoring

provided- OS Patching- Data Backups

$400 - 650/month www.rackspace.com

Content Management System

Tier Features Typical Price Range Example Providers

I Open Source- PHP & MySQL technologies that

align with web hosting- Community developed

extensions

No software licensing costs

www.joomla.orgwww.modxcms.com

II Software as a Service (SaaS) - eCommerce, eMarketing and web

analytics modules typically available

$3K - 8K/month based on number of seats

www.bridgelinedigital.comwww.clickability.com

III Proprietary - Typically deployed on-premises

but can be hosted - eCommerce, eMarketing and web

analytics modules often available

$30 - 70K perpetual license + annual maintenance

www.sitecore.comwww.bridgelinedigital.comwww.percussion.com

E-Commerce System

Tier Features Typical Price Range Example Providers

I Component-based- Product Catalog- Shopping Cart & Checkout- Payment Gateway- Merchant Account

Open source catalog and cart options availableCart: $19/monthPayment Gateway: % of transaction fee + fee for the transactionMerchant Account: $10/month

www.oscommerce.comwww.zen-cart.comwww.foxycart.comwww.cdgcommerce.com

II Online Store Service / eCommerce Add-on

$25 -100/month www.1and1.comwww.shopify.com

III CMS Module $30K perpetual license + annual maintenance

www.bridgelinedigital.com

Email Service Provider (ESP)

Features Typical Price Range Example Providers

• Easy GUI Interface• Pre-send preview• 1-click unsubscribe

processing• Campaign Scheduling• HTML Email Editor• Multiple lists and

segments• SPAM Check (mailchimp)• Integrations

Pay as you go, no-contract$200 - 400/month – 12K – 20K emails

www.mailchimp.comwww.constantcontact.comwww.Bronto.comwww.SilverPop.com

Platform Recommendations

Immediate: Remain on 1&1 Shared Hosting

1. Enable site registration2. DB Migration to enable e-Commerce 3. Implement Advanced eShop for e-Commerce4. Set up Group and Bundled Discount Structure5. Integrate Open-Source CMS solutions – for custom registration templates

*Short-Term: Migration to Dedicated Managed Hosting

1. Basic Service level with User Managed web pages2. Perform a User Profile Analysis/Personas3. Promote initial phases of e-learning (Trainer interface, webinars)4. Customized Discounts/Promotions/Coupon Codes5. Implement more robust CMS, e-Commerce and CRM components

*Long-Term: End-to-End Managed Custom Hosting Solution

6. Enable MyCDE for course planning/management7. Custom integration to in-house systems (e.g., Finance, CRM)8. Subscription Content

- E-learning, Webinars, Podcasts, Select web content

Duration: 1-3 months

Duration: 3-6 months

Duration: 6-12 months

* Increased IT commitment required

ROI Strawman – CDE Forecast

FY09 FY10 FY11 FY12 FFY13Y13

Gross Profit $471,329 $723,079 $1,769,903 $2,120,254 $2,509,149

Total Overhead

$468,231 $336,750 $536,550 $615,878 $646,672

NPBIT $3,098 $386,329 $1,233,353 $1,514,376 $1,862,476

Cash Flow* $3,098 ($258,671) $995,353 $1,328,376 $1,862,477

* Reflects Investments, Legal Costs and Amortization of purchase price

ROI Strawman

,350 FY10 FY11 FY12

Investment Funds $95,000 $138,000 $86,000

Web Hosting $1441 $3,0003 $4,8005

CMS & DB Integration $30,000 $145,0004

ESP $1602 $750 $4,800

E-Commerce $0 $600 $600

E-Learning $25,000 $30,000 $30,000

Total (rough estimates) $55,300 $179,350 $40,200

1 Based on expenses with the current webhost vendor (1&1)2 Based on expenses to date with the current webhost vendor (1&1)3 Dedicated Hosting @$250/mth (1&1)4 Roughly estimated (for the immediate recommendations) based on purchase of a CMS

solution with IT consulting support 5 Managed Dedicated Hosting @$400/mth

ROI Strawman

1

A baseline of current performance must be established before a comparison can be made.

The change in performance from the baseline that resulted from the IT investment is used to calculate the financial return on the investment.

ROI Pre-requisites• Track and Forecast Revenue and Cost by Seminar

• Track and Forecast Seminar Participation

• Track and Forecast Revenue for non-training products and services

• Identify new products/services• Develop business case• Price and project revenue/units of sale

Recommended Next Steps

1. Identify an IT partner to assist with implementing Idea Integration’s immediate recommendations.

2. Perform a more in-depth vendor/product analysis to arrive at the best combination of providers that meets the current and future needs of the organization.

3. Perform a MS-Access DB cleanup to normalize data.

4. Integrate an Open Source CMS.

5. Utilize an e-commerce solution that meets CDE’s requirements and integrates with a CMS to customize participant registration and invoicing.• Develop custom e-commerce shopping cart webforms to allow

capture of participant level course registration.

• Develop custom invoicing to support individual discount calculations for organization based registrations.

Appendix

Mobile Recommendations • CMS - Any Content Management System selected must

have native ability to publish content, forms, that can be customized to the mobile user experience

• mCommerce - E-commerce to facilitate mobile users

• CRM - Customer Relationship Management (CRM) tool and how it delivers messages and content to the mobile user

• ESP - Selection of an Email Service Provider (ESP) should consider ability to integrate with CMS, mCommerce and CRM to handle delivery of email communication

• Content Strategy – Define what tasks the users are likely to conduct on the site

• Mobile Design - Site design needs to ensure navigation and display of content across various mobile platforms

CDE Audience Profiles

Additional Target Audiences and User Profiles

Based on CDE marketing plan input received, there are several other target audiences that in the future CDE, or a partner, would need to focus on to closely examined their goals, needs and on the tasks performed by these audiences.

Addressing these audiences/user groups and their needs will further improve the usability of the site and create a stronger revenue generator and deliver an improved ROI.

User Experience Process

Additional user audiences to target # User Profile Profile Description1 Trainers View registration lists of seminar attendees, view links/download course material,

tutorials on development training, How to be a trainer resources, blogs – brainstorming with other trainers or with participants after class, sharing course content to registered class participants on their MyCDE site.

2 Consultants Looking for info on how to work in the development space, courses/certification programs targeted to consultants.

Contractors For profit organizations involved in donor funded projects.

3 Donors Looking for information about organizations.

4 Businesses developers

How to win grants, build business in the developing world, news targeted to business developers.

5 NGO Non-Governmental Organization involved in donor funded projects.

6 Development Practitioners

Medical practitioners, engineers etc.  Directing them to the DPF site - http://www.devprac.org/.