Feasibility Study Project

Module 7874B

Initiate and CarryOut Projects

Author: Judy Beddoni

Date: 13th August 2007

Page 1 of 24

FEASIBILITY STUDY

MYERWebsite

Rebranding Project

Page 2 of 24

Reported by: Judy Beddoni Date: 12th August 200

Contact Details:For all enquiries relating to this rebranding proposal please contact

Project Manager: Judy Beddoni

Address: P.O. Box 2430

Strawberry Hills NSW 2012

Mobile: 0430 228 379

Email: [email protected]

Confidentiality and Disclosure

The Company MYER must not disclose any proposed feasibility study information from

Page 3 of 24

mailto:[email protected]

“JABIT” Digital Designs & Ideas to any third party unless the nominated contact officer “Judy Beddoni” has given prior written authorisation. ©

INTRODUCTIONFEASIBILITY ISSUES

Feasibility Issues:Reference 1

Can it be done? Is it practicable? Is it feasible?

Economically? Are the benefits greater than the costs?

Technically? Do you have the necessary technology?If not, is it available and accessible?

Operationally? Do you have the necessary resources?Will target audiences/markets accept anduse it?

Scheduling-wise? When can it be ready?Will it be ready in time?

Feasibility Issues;

Many of the above questions can not be answered in the early stages of the study.For example: Data on actual costs and benefits is not available We need to determine what resources are at our disposal.

Some elements of the feasibility will be more important than others - and - some may directly conflict. Sometimes external considerations are more important than the narrow feasibility issues discussed.

Other Questions that will need to be addressed:

What data is needed? Where does it originate? How much data is needed?

What are the requirements of the users? What do the users want and/or need?

What are the main characteristics and functions of the proposed rebranded site? What are the design considerations?

Design alternatives? What are the development considerations?

Concerns? Development alternatives? Pilot studies needed?

What work processes will be necessary? Will current processes need to be reviewed?

What are functionally / technological issues? Are solutions already available? Will databases and / or programming be required

Is all of this consistent with the business and Web strategy?

Page 4 of 24

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

The Myer website was out dated and needed a change. The proposal for the rebranding

project was to show some pizzazz, style, modernize and update the website and bring it

to life with bright colors and a fresh new Logo. Plus with the Implementation of some

amazing new interactive technology for customers to view or listen to and in so doing

browse the site longer.

This Feasibility Study was undertaken to assess and evaluate the 3 alternative solutions

for the rebranding of the MYER website:

1. Redesign the Logo and colour scheme to make the site more attractive to

customers

2. Implementation of Video presentations

3. Implementation of Audio Podcasts

In assessing the viability of each solution we conducted assessments via the following

criteria:

1. Vender Presentation

2. Customer Survey

3. Staff Feedback

On the basis of our evaluation of the solutions and results gained through the

assessment criteria and ranking scores the most feasible solution to be implemented

would be the implementation of video content to the website with the customer having

the choice of what and when to view.

Page 5 of 24

FEASIBILITY STUDY – REBRANDING PROJECT

TABLE OF CONTENT

CONTACT DETAILS:.................................................................................................................................... 3CONFIDENTIALITY AND DISCLOSURE...........................................................................................................3FEASIBILITY ISSUES:.................................................................................................................................. 4

Reference 1............................................................................................................................................................4

EXECUTIVE SUMMARY............................................................................................................................. 5

1. REBRANDING OF THE MYER WEBSITE.....................................................................................7

Reference 2............................................................................................................................................................7

2. BACKGROUND INFORMATION...................................................................................................8

Figure 1: Current Website Design.......................................................................................................................82.1. REBRANDED WEBSITE OPPORTUNITIES..........................................................................................9

3. POTENTIAL SOLUTIONS............................................................................................................10

3.1. REDESIGN MYER LOGO AND COLOUR SCHEME...........................................................................10Feasibility Study problems & solutions table.....................................................................................................103.1.1. Assessments...........................................................................................................................................103.1.2. Score Result..........................................................................................................................................11

3.2. IMPLEMENTATION OF VIDEOS PRESENTATIONS.............................................................................12Feasibility Study problems & solutions table.....................................................................................................123.2.1. Assessment............................................................................................................................................123.2.2 Score Result..........................................................................................................................................13

3.3. IMPLEMENTATION OF AUDIO PODCASTS.......................................................................................14Feasibility Study problems & solutions table.....................................................................................................143.3.1. Assessment............................................................................................................................................143.3.2. Score Results.........................................................................................................................................15

4. FEASIBILITY RANKING RESULTS.............................................................................................16

4.1. RANKING CRITERIA.....................................................................................................................164.2. RANKING SCORES...................................................................................................................... 16

5. MOST FEASIBILE SOLUTION RESULT.....................................................................................17

6. CONCLUSION.............................................................................................................................. 18

7. REFERENCES............................................................................................................................. 19

1) http://www.houckassociates.com/wc-feasi.asp Feasibility Issues..........................................................192) http://www.houckassociates.com/wd-dat-p.asp Interactive Elements, Databases & Programming........19

APPENDIX................................................................................................................................................ 20

1. Feasibility Study Website Problems & Solutions Table............................................................................202. Feasibility Study Rebranding Risk Table..................................................................................................213. Customer Survey Result.............................................................................................................................224. Staff Feedback...........................................................................................................................................235. Feasibility Study Solution Ranking Scores Table.....................................................................................24

Page 6 of 24

REBRANDING PROPOSAL PROJECT OVERVIEW

Project Name: MYER REBRANDING

Project Manager: Judy Beddoni

Proposal Rev and Date: 30th September 2007

Project Commencement: 30th January 2008

Target Completion: 21st February 2008

Total Budget Estimate: $10,000.00 (depends on any major changes and website technical requirements)

1. REBRANDING OF THE MYER WEBSITE

The Myer website was out dated and needed a change. The proposal for the rebranding

project was to show some pizzazz, style, modernize and update the website and bring it

to life with bright colors and a fresh new Logo. Plus with the Implementation of some

amazing new interactive technology for customers to view or listen to and in so doing

browse the site longer.

Reference 2

Interactive Elements, Databases & Programming

Since the Web is an interactive medium, users expect a high degree of interactivity. The

more interactivity offered at your site, the higher its success and visitation rates will be.

You may want to consider using a personalization application / service, file downloads,

audio file(s), video clips), etc.

Some programming may need to be included, such as interactive forms, site

personalization, interactive maps, and other features, using ASP (Active Server Pages),

Cold Fusion, JavaScript, etc.

Page 7 of 24

FEASIBILIITY STUDYMYER REBRANDING

2. BACKGROUND INFORMATION

Figure 1: Current Website Design

Page 8 of 24

REBRANDED WEBSITE OPPORTUNITIES

2.1. Rebranded Website Opportunities

Business & Product Development

Global Influence and Market Developments

o Competitive use of innovative modern technology

o Change Product Lines

Technology Development and Innovative Interactivity

New ideas for products or services within your market segment

New technologies which will give you a competitive edge

o Attract a diverse group of Customers

Industry or Lifestyle Trends

A new market demand for a specific product or service offering

o Niche Target Market

Page 9 of 24

FEASIBILITY ASSESSMENT EVALUATION OF SOLUTIONS

3. POTENTIAL SOLUTIONS

3.1. Redesign MYER Logo and Colour Scheme

Currently there is no logo just the name in a black font. This can be

improved in that an actual logo design can be implemented.

Combining a different font for the name, plus a simple design for the logo

would catch the attention and appeal of a much wider audience.

The colour scheme would look more appealing if it was produced in fresh

earthy colours.

Feasibility Study problems & solutions table

Appendix 1

3.1.1. Assessments

Solutions Risk Table Appendix 2

This table lists the requirements for solutions to the MYER Website

Rebranding risks

Page 10 of 24

Customer Survey Appendix 3

A Customer survey was conducted this was useful for gauging the potential

demand for new products and services

Staff Feedback Appendix 4

Staff feedback was obtained to determine whether changes to business

processes will likely be adopted by staff and what they thought of the

proposed changes to the website.

3.1.2. Score Result

Redesign Logo & Colour Scheme evaluation Scoring Table

The Scoring mechanism used to evaluate the feasibility of the solution

assessments, were rating from 1-10, 1 being the lowest and 10 the highest.

FEASIBILITY SCORE ASSESSMENT METHOD

6

6

Customer Survey

Staff Feedback

Page 11 of 24

3.2. Implementation of Videos Presentations

Video can be a very useful tool in the digital media industry, it can be used to

advertise your product show the world something new and create a new world

of awareness and understanding for the people whom interact with it.


Appendix 1

VOD

Video-On-Demand (VOD) is a term used to describe video that users can

view at their leisure or – on demand.

In other words, VOD is applicable to the television, the personal computer

and mobile devices.

The availability of VOD across multiple channels allows marketers to take

advantage of each channel to reach all targeted audiences.

On the Internet, VOD advertising can occur by placing informative infomercial

type video on your own site.

Additionally, there may be some opportunity for viral ads using online sites

that host video or by developing a more involved campaign around VOD.

3.2.1. Assessment



Rebranding risks

Page 12 of 24








3.2.2 Score Result

Video Presentation evaluation Scoring Table




9

8

Customer Survey

Staff Feedback

Page 13 of 24

3.3. Implementation of Audio Podcasts

The greatest benefit of using audio is the ability to be able to listen to

something easy and straight forward and also that you can go back and re

listen to it whenever you like, and depending on what you are listening to it

can be enjoyable. By using audio in a website people can ether hear

music or get information in the form of pod cast

Thus providing daily or weekly podcasts of:

interviews with celebrities

beauty tips from noted cosmetologists

notification of up & coming events e.g. latest fashion shows

Podcasts provide an amazing opportunity that gets customers to opt-in to

receiving relevant information that keeps them engaged with the Company

and stay longer on the site.


Appendix 1

3.3.1. Assessment



Rebranding risks


Page 14 of 24







3.3.2. Score Results

Audio Podcast evaluation Scoring Table




7

6

Customer Survey

Staff Feedback

FEASIBILITY RANKING

Page 15 of 24

4. Feasibility Ranking Results

4.1. Ranking Criteria

The Scoring mechanism used to evaluate the criteria used in the solution

evaluations of venders presentation, customer survey, staff feedback

were rating from 1-10 1 being the lowest and 10 the highest.

4.2. Ranking Scores

Appendix 4

Feasibility Study website Solutions Ranking Scores Table

The table lists the Ranking Scores to the 3 solutions evaluated

The feasibility scores assigned in the previous sections have been

consolidated in the table.

In addition, a Weight has been added to equalize variations in importance

of individual criteria.

The weight assigned is from 0.5 (unimportant) to 1.5 (very important).

The Total score, then, equals the Score multiplied by Weight.

Page 16 of 24

5. MOST FEASIBILE SOLUTION RESULT

Based on the results of the solutions evaluations, the risks and issues identified and

the ranking scores the most feasible solution is Video presentation which we have

identified as the highest likelihood of success.

CONCLUSION

Page 17 of 24

6. CONCLUSION

Video can be a very useful tool in the digital media industry, it can be used to advertise

your product show the world something new and create a new world of awareness and

understanding for the people whom interact with it.

It is therefore recommended that Video content presentations be approved for

immediate implementation for the MYER website rebranding project.

Managing the website rebranding project

We recommend organizing The Internet Team so that a core team maintains the

Companies internet presence and manages project teams (or suppliers) who develop

internet capabilities. ‘Maintenance’ and ‘project’ tasks should be kept more separated.

The Internet Services team should focus on the publication of content and the overall

strategy of keeping the internet presence relevant.

The Technical team should work to ensure that standards are maintained as well to

cover project and contract management.

Project teams should focus on project specific objectives, but they should be managed

at a program level by the project management function of the core team to ensure

consistency and avoid duplication.

Future Evaluation: Build a prototype

A prototype is subset of the full solution that is constructed to show that the overall

solution is achievable. Most companies build prototypes to prove feasibility in the

highest risk areas of the solution e.g. a project that involves constructing a new

interactive computer system may create a prototype to show that the systems most

complex elements can be integrated with the computer technology within the business

and used with ease by the customers.

REFERENCES

Page 18 of 24

7. References

1) http://www.houckassociates.com/wc-feasi.asp Feasibility Issues

2) http://www.houckassociates.com/wd-dat-p.asp Interactive Elements, Databases & Programming

APPENDIXES

Page 19 of 24

http://www.houckassociates.com/wd-dat-p.asp

http://www.houckassociates.com/wc-feasi.asp

APPENDIX

1. Feasibility Study Website Problems & Solutions Table

Website Problems Website Solutions

Problems

Current website bland and dull

Outdated not kept up with pace

of technological changes

Lacks interactivity with

customers

Old boring logo

No colours used only black &

white

Solution to Problems

Make use of the latest Technology available

to achieve the opportunities

Design and Implement new Logo and colour

scheme

Produce and Organise the development ofa suit of new products or services

Video Content

Cosmetic Demonstrations

Fashion Parades for all ages

Equipment Demonstrations

Up and coming events or sales

Mannequin life like models

Upload own picture and measurements

To dress in latest fashions and attire

To access style and suitability

Audio Podcasts

Audio talks on numerous subjects

Up and coming events or sales

Page 20 of 24

2. Feasibility Study Rebranding Risk Table

The table lists the requirements for solutions to the MYER Website Rebranding

risks

RISK

DESCRIPTION

RISK

LIKELIHOOD

RISK

IMPACT

ACTIONS REQUIRED TO

MITIGATE RISK

WebsiteCompetencies

WebsitePerformance

WebsiteTechnology

A change in website direction may lead to a mismatch in staff skills

The website may not be achieving the objectives set

The existing technology does not support changes with the new innovative rebranded website technology

Medium

Medium

High

Organise The Internet Team forWebsite management So that a core team maintains the Companies internet presence and manages project teams (or suppliers) who develop internet capabilities. Maintenance’ and ‘project’ tasks should be kept more separatedA set of new processes or and procedures for specialist staff to implement

The Internet Services team should focus on the publication of content and the overall strategy of keeping the internet presence relevant.Project teams should focus on project specific objectives, but they should be managed at a program level by the project management function of the core team to ensure consistency and avoid duplication

The Technical team should work to ensure that technology standards are maintained as well to cover project and contract managementInvestigate and compare technology providers Determine reliability and competitiveness of technology (proven or unproven, state-of-the-art, etc.)Identify limitations or constraints of technologyUpgrade to the latest technology available for the website with a central data source

Page 21 of 24

3. Customer Survey Result

Customer Survey

As part of our rebranding proposal, we asked several customers to list their 10

most important criteria for browsing and shopping on the MYER website.

And, “…to our surprise, price was nowhere to be found. It wasn’t that price was

insignificant to customers.

But thanks to MYER’ influence, shoppers had come to assume they were going

to get a good price.

What they wanted was a brighter more appealing website to browse on while

shopping, some interactivity and be able to watch videos and listen to talks.

What they also wanted was for stores to stock all the basics and modern up to

date products, courteous and helpful sales associates. And they wanted a faster,

less-troublesome experience.

In other words, customers wanted the website to not just have what they

wanted, but have it where it could be found quickly and easily.”

Page 22 of 24

4. Staff Feedback

Feedback received:

The site is long due for an overhaul.

It has not changed in years living in the dark ages still black and white.

It needs to keep up with the latest stuff offered on the internet.

Videos would be great for the customers they could watch presentations instead

of calling or emailing for information.

Logo and colours definitely need a change but not as important as the interactive

technology on the webs these days.

I think customers would rather see video presentations than here audio podcasts

about information why else do they go onto a computer but to look.

Page 23 of 24

5. Feasibility Study Solution Ranking Scores Table

The table lists the Ranking Scores for the 3 solutions evaluated for the

rebranding project

Redesign Logo & Colour Scheme

Video Content Audio Podcasts

Criteria Score Weight Total Score Weight Total Score Weight Total

Customer survey

6 0.8 4.8 9 1.8 10.8 7 1.2 8.4

Staff feedback

6 0.7 4.2 8 1.5 7.5 6 1.0 6.0

Overall Score

12 1.5 9.0

17 3.3 18.3

13 2.2 14.4

Page 24 of 24