14 Kinds of documents to be mastered by website planning and operation

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With the development of Internet gradually mature, the form and content of the Web site gradually presented personalized development. Today's web sites have had to consider issues from the user's perspective. Interface design, content positioning has been divorced from the beginning of the "Imagination" to "user first" approach. The operation of the website also needs a team of knives and forks, have the planning, operation, product, promotion, art, production, ui\ue, interactive designers, programs, databases, hardware and many other roles, and some companies are also designed to market, customer personnel, larger or integrated companies also have more complex departments. So, how do you communicate with so many characters? Many excellent operating teams at home and abroad have gradually drawn some skills and experiences, which are widely used by the whole industry. Can be summed up as 4 major categories:

Web site Policy Document

The website strategy document is very important, is the guiding ideology of all work. The feasibility of a website project, user positioning and market positioning, what the site contains, how to profit, how to promote, how to operate and so many strategic issues, should be expressed in such documents. The policy document is more like a sandbox, and he is the first to outline a Web site from the project, the formation of a team, analysis, build station to promote, operate and profit a series of behavior planning blueprint. The Web site strategy documents are mainly expressed in the nature of strategic planning, with various forms, rich content, logical nature and divergent thinking. Currently in the website project, as the site planning operations personnel, the main need to master the following 3 kinds of policy documents.

Website Planning book: Website project overall planning program, usually used in the prophase planning of the website project, the content is mainly based on strategy, which will be accompanied by the necessary data analysis and research conclusions, as well as the forecast and the brief plan. This is also a program that needs to be analyzed and summarized and incorporated into the planning of Web projects. In the website proposal, you need to be able to do any work on the site before the inductive analysis, and to develop strategic guidelines and operational tactical thinking. This is a site that is roughly depicted before birth, and is the soul behind this site.

Website Promotion Strategy plan: The website proposal book may include the website General promotion strategy, but cannot be too meticulous. Before the website is officially promoted, or to the operation of the site to carry out large-scale promotional work, according to the actual situation of the site to develop a detailed and feasible website promotion strategy, these programs have more than the site planning book on the promotion of planning more detailed, more operable, at the same time the timeliness is also stronger.

Website Operation plan: website Operation plan is generally the extension of the website plan book. It may be necessary to develop a well-planned and instructive website operation plan before the site is officially operational, or when the site's operations have undergone large-scale changes. The program will guide the website operations team to work in accordance with established guidelines.

User Requirements Documentation

User requirements documents are mainly in the site of the existing users, potential users of the behavior and market characteristics of the analysis. This type of document can appear at any time in the site lifecycle. For example, in the initial stage of the site planning, it is necessary to study the site's user positioning, but also may be the site when the operation of the analysis of existing site user behavior, mining potential user base, or because of competitors and other reasons, need to readjust the site operation strategy and so on. The user requirements document can be a comprehensive analysis document, or it can be a combination of multiple documents, or one of them. Regardless of format, there are 3 main document forms:

Site Personas: Lock user roles, analyze user behavior, scene-style simulation site character characteristics and behavior characteristics, to understand the real needs of users.

Usability Test Plan: Develop a test plan based on personas, test whether the site's functionality meets personas ' needs, user experience is in place, anticipate possible situations, and develop tracking plans.

Usability test Report: Analyze Web site based on process tracking and test data of usability test plan, draw test results, including to achieve, not realize, and unreasonable, and note improvement suggestions.

Website Operation documents

The website operation document mainly refers to each kind of strategy and the implementation document in the website operation process. After the website has been put into operation, it is necessary to plan and execute documents for the promotion of the website, team collaboration, plan implementation and evaluation, marketing, revenue evaluation, user feedback and so on to guide the specification and record the evaluation team's operation behavior. There are mainly the following.

Website Analysis Report: Analyze website traffic data, study user's various data and feedback, also include competitor's data, aim at clarifying the current state of the website, excavating the latent market.

Website Promotion plan: the website promotion plan is according to the website operation each kind of goal and the actual situation, to the website promotion strategy Plan Implementation plan, should include the concrete goal and the implementation step and the appraisal target.

Website Operation plan: The specific implementation plan of the website operation program at all stages of operation.

Website Operation Evaluation Report: Analyze and evaluate the various stages of website operation in order to better adjust the strategy and plan.

(Website operation plan, eclectic, form all kinds, but should as far as possible plan, flow)

Web Design Documents

Site hierarchy (navigation structure + site map): Clear site Channel column content hierarchy, build site details structure, clear site navigation path.

Function Flowchart: According to the website business function, defines the website information flow and the data stream, the visual demonstration website Interactive flow.

Wireframe: A sketch of the content layout of a Web page, which visually and vividly shows the layout and content of the site's pages. The meaning of the wireframe is to plan the content layout of the page, guide the beauty design page, and not include the composition of any page art effect.

Prototype diagram: Site Total Station line block Diagram collection or prototype page collection. For content display-oriented stations, you can use wireframe as a prototype to guide page design and website construction, while the interactive station can use professional prototyping tool system to build prototype pages.

Of course, the Web site planning operations required documents is not a dead template, all just for the operation of the team within the communication between different people. Each project situation is also different, so, in the actual operation process, but also to the actual situation, and strive to concise intuitive, clear thinking, accurate description, efficient communication.

Article from Du Jilei Blog: http://blog.sina.com.cn/s/blog_6315103b0100vdjd.html, reprint please indicate the source