Start with the why
The very first question you need to 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 facing where the digital project might provide (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 document 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 gain insight into where you still lack information or where you already know a lot.
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 already been addressed earlier (in the previous chapter). It is a strategic one: why are you starting this digital project? What existing (or new) need does it fulfill? 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 create. For a CRM, these are internal employees; for a new website, there are two groups: the audience visiting the website and the employee who fills and maintains 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 to use user stories. We explain what user stories are in Chapter 4.
What problem are you going to solve?
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What problem are you going to solve?
What existing problems will you solve with this digital project? It often feels negative to label something as 'problems,' but use the questioning of problems to involve people in the lead-up to this new digital solution, excite them: this is going to solve something for you (this will benefit you later: people feel more involved)! Writing it out helps you distinguish requirements and wishes, providing a solid foundation to start with.
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 not a popular saying for nothing: translate needs into SMART goals.
SMART: Specific, Measurable, Acceptable, 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: how does your digital strategy fit into this overall picture? How do you view digital in (the future of) your organization? We will return to digital strategy later.
Which conditions are indispensable for successfully executing this project?
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Which conditions are indispensable for successfully executing this project?
The final part of the project canvas is noting the conditions required to make the project a success. Think of things like: clear goals and a strong link to your mission, sufficient budget, a realistic schedule, clear governance, and agreements about management, support for people within your organization to actually use the product, good collaboration with the external party, and so on. Can't figure it out? Reverse the question: 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 that has already been filled in with a fictional project. This shows you what a project canvas could look like. Additionally, we provide an interactive project canvas that you can fill in with your own digital project.
Are you already familiar with the pitch code?
Every pitch costs 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 that has already been filled in with a fictional project. This shows you what a project canvas could look like.
- Additionally, an interactive project canvas that you can fill in with your own digital project.
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