Start with the why
The very first question you should ask yourself, when you want to set up a digital project, even before all other questions, is: why do you want this?
This is a strategic question, consisting of the following sub-questions.
- What are you currently encountering, where the digital project might be (part of) the solution?
- What exactly is the problem you are solving or the need you are addressing?
- For whom?
- Why is it a problem?
- What does digital contribute to the solution?
- How does digital contribute to the solution?
- How does this fit within our offering?
What do you record in a project canvas?
Canvas literally means: a blank surface that you fill with content: physical, visual, or conceptual. On a project canvas, you bring together all ideas and the 'problems' you want to solve with your digital project into one document. This project canvas helps you identify where you lack information or where you already have a lot of knowledge.
6 important questions for creating a project canvas
Why do you want to start this digital project?
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Why do you want to start this digital project?
The initial question has, of course, already been addressed (in the previous chapter). It is a strategic one: why are you starting this digital project? What existing (or new) need does it meet? Is the project necessary, and if so, why is it necessary? In short: what is the core reason for developing this product?
Who is your end user?
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Who is your end user?
An end user is the person who will use the digital product you are creating. For a CRM, these are internal employees; for a new website, there are two groups: the audience visiting the website and the employee managing and maintaining the site. Both have requirements and wishes for using the new digital product.
When starting a digital project, it is important to gather the needs within your organization and from (other) end users. This may seem obvious, but external end users are often overlooked.
TIP: A good way to document the needs of end users (in the project canvas) is by using user stories. We explain what user stories are in Chapter 4.
What problem will you solve?
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What problem will you solve?
What existing problems will you solve with this digital project? It often sounds negative to refer to something as 'problems,' but use the process of identifying problems to engage people in the lead-up to this new digital solution, excite them: this is going to solve something for you (you will benefit from this later: people feel more involved)! Writing this down helps you distinguish between requirements and wishes, providing a solid foundation to get started.
What are the goals of your project? Formulate them SMART.
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What are the goals of your project? Formulate them SMART.
How do you translate needs into goals that you can later say: it worked? 'Measuring is knowing' is a well-known saying for a reason: translate needs into SMART goals.
SMART: Specific, Measurable, Achievable, Realistic, Time-bound
How does it contribute to organizational objectives?
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How does it contribute to organizational objectives?
First, look at your organizational strategy, what role do you want to fulfill? What problem or opportunity underlies it, and how does the digital project contribute to your organization's mission?
A good and relevant question is: what is your digital strategy in general, and does this fit into it? How do you view digital in (the future of) your organization? We will return to digital strategy later.
What conditions are indispensable for successfully executing this project?
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What conditions are indispensable for successfully executing this project?
The final part of the project canvas is noting the conditions necessary to make the project a success. Think of things like: clear goals and a strong link to your mission, sufficient budget, a realistic timeline, clear governance and agreements on management, support to ensure the product can actually be used by people within your organization, good collaboration with the external party, and so on. Can't figure it out? Flip it: what could cause this project to fail? These, then rephrased positively, are the conditions.
Example of a project canvas
We share two project canvases with you. One example is a canvas already filled in with a fictional project. This way, you can see what a project canvas can look like. Additionally, an interactive project canvas that you can fill in with your own digital project.
Are you already familiar with the pitch code?
Every pitch takes time, energy, and money. That’s why VIA developed a pitch code with clear guidelines for agencies and clients, for a fairer and more effective pitch process.
Example of a project canvas
We share two project canvases with you.
- One example is a canvas already filled in with a fictional project. This way, you can see what a project canvas can look like.
- Additionally, an interactive project canvas that you can fill in with your own digital project.
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