Proposal

April 16, 2015

To:
Virginia Biggar, UsAgainstAlzheimers
From: Josh Einbinder, Brick Factory
Re:
USAgainstAlzheimers Redesign: Discovery Process

OVERVIEW
As expressed in our presentation at the All Hands Meeting last month, its exceedingly clear how
much UsAgainstAlzheimers has grown these past few years and apparent that the organization
can enhance its success by taking a fresh look at its web programs.
While we were able to begin an initial discussion with the team during the presentation, there
are still questions that will need to be answered before diving into the redesign process. For
best results, we recommend further refining the goals of the redesign through a formal
discovery process led by the Brick Factory team.
During the discovery process, the Brick Factory will work with your team to fully understand
usage of the current site and explore the wants and needs of your internal and external
stakeholders. From this research, Brick Factory will develop a strategy that clearly outlines how
we should improve the site by indentifying key goals and metrics moving forward.
Approaching the project with an initial discovery phase will allow us to better plan and execute
the redesign. The resulting discovery document will be a collaborative plan for redesigning the
website, created by your team and ours something that is often lost when jumping directly
from proposal to project.

DISCOVERY PROCESS & TIMELINE

Following is an overview of the steps involved in the discovery process:
Research and Interviews (3-4 Weeks)
The primary goal of this phase is information gathering. Brick Factory will work with your team
to identify how the site is currently being used and how it can be improved for the redesign.
Beyond the initial information we provided during our presentation, our team will perform an
in-depth content analysis to review the sites analytics and usage patterns. This will help us
determine what optimizations can be made moving forward and confirm that the goals and
metrics were utilizing on the current platforms are still relevant.
We will also conduct group interviews with USA2s key teams, including USA2s Executive Board,
USA2s Development team, and Anne Lewis Strategies. The interviews will allow us to better
understand the pain points of the current platform as well as how each teams unique goals
should be incorporated into the redesign. These interviews will be recorded and transcribed to
help us develop a big picture summary of our findings and create detailed notes for later use.
Once completed, we will have a large pool of data to draw from in the planning process.

Primary Deliverables
Group Interviews
Site Usage Analytics
Content Analysis
Goals and Metrics
Report

Questions Answered
Who is using the site? Who isnt using the site and why?
What content is important and how are people using the site?
What features are most exciting? What features are least used
or not known about?
Where is the site falling short?
Are all goals and metrics used to define success on the current
site still relevant?
What are the biggest priorities to consider in development?

Analysis and Planning (3-4 Weeks)

The goal of this phase is to combine the research and planning into tangible action-item
documents. During the analysis and planning stage, Brick Factory will develop a site roadmap
that contains several deliverables that will inform the design and implementation phases:

User Personas. User personas are fictional characters created as part of the
design planning to represent different user types that will visit the website. We
will work together to create personas for each of USA2s key stakeholder groups
to define what these users are looking for when they visit the site and, just as
important, the information that USA2 wants each of them to see. The results of
this effort will drive how the site is organized.
Content Structure and Site Map. A content structure and site map will allow us
to determine the organization and hierarchy of the sites navigation points. This
will define where content and pages are placed on the redesigned site.
Content Hierarchies. We will create content hierarchies for each of the page
types needed for the redesigned site. These will detail the content elements on
each of our major page templates and allows us to prioritize which of these
elements are most important for each page.

At the end of this phase, we will produce a robust document including research, goals,
objectives, and a development plan that can be used to start the redesign. At this point, we will
also provide a breakdown of the estimated project cost based on our recommendations.
Primary Deliverables
User Personas
Content Structure and Site Map
Content Hierarchies
Development Cost and
Estimated Calendar

Questions Answered
How will our primary stakeholders use the site?
What is the path forward in terms of building the site?
How will the content and elements of the site be structured?
What is the cost and timeline for completion?

BUDGET
The discovery process includes fees as well as a development timeline and strategic plan that
will define the scope of the project. The resulting document will include implementation
milestones and deadlines for completion. We can complete the discovery process within six to
eight weeks of approval for a one-time fee of $9,250.