Have you ever had to hold off on a project nearing completion because you didn’t have the resources or the information available from the client? Project discovery is one of the most crucial elements of effective project management and plays an integral role in the success of your digital agency. Too many agency owners make the mistake of jumping into a project headfirst instead of taking the time to do their research and figuring out the requirements and key deliverables, and setting the appropriate milestones.
There are plenty of reasons why agency owners forego the discovery phase:
- Pressure to deliver
- The excitement of getting things started
- The feeling that you already have everything that you need to get the project underway.
The importance of the project discovery phase is crucial for the delivery of a quality product and service. If you have high-ticket clients, the last thing that you would want is to deliver them a half-baked product and risk losing the sale. For your agency to succeed, you need to make sure that project discovery becomes routine in all departments working with clients.
- What is the Project Discovery Phase?
- Why is the Project Discovery Phase Important?
- 5 Essential Elements of the Discovery Phase
- How to Nail the Discovery Phase
- The Project Discovery Checklist
What is the Project Discovery Phase?
The discovery phase, also known as the scoping phase, is a process in which information is collected and analyzed about the project, such as information, the intended audience and market. This helps clarify the goals, limitations, and the overall scope of the project.
McKinsey reports that 17% of all projects turn out to be so terrible that they eventually result in the demise of their companies. In the same report, the company also states that almost 45% of the projects end up exceeding the original budget. For digital agency owners, this can spell disaster. That’s why the discovery stage is so important.
A simple way to avoid this problem is to carry out a project discovery phase. Project management is divided into 5 stages, which include:
- Stage 1: Initiation
- Stage 2: Planning
- Stage 3: Execution
- Stage 4: Monitoring and Control
- Stage 5: Closing
However, by adding project discovery stage before this, an agency can make matters much easier for itself. The discovery stage will allow the agency to identify the vision, goals, and the scope of the project.
Why Is the Project Discovery Phase Important?
The project discovery phase is important for a number of reasons:
- Helps agency owners make decisions based on actionable information and data, instead of blindly following assumptions
- The discovery phase of a project helps deliver value to clients
- Results in a better user experience overall
- Allows the project managers to involve specialists from an early stage to help figure out a viable solution to the challenge being posed
- The discovery phase of a project reduces the odds of making expensive alterations as the development process advances
- Increases ROI
- Helps streamline work processes in the company
- Ensures that both the client and the agency are on the same page before work begins.
If you skip project discovery altogether, you may have to deal with the following issues:
- Deadlines missed because specific milestones were not set or discussions were not held regarding the deliverables
- The quality of the project is compromised and it fails to meet the expectations of both the client and the agency
- A steep increase in costs due to improper budgets (or none at all), which greatly affects the company’s ability to maintain its profit margins
- Scope creep is one of the biggest problems of project management. It occurs because measurable targets were not set before the project began, and clients usually ask for extensions or more work. Ultimately, this just delays the work considerably.
The 5 Essential Elements of the Discovery Phase
If you are able to successfully carry out the project discovery phase, it will become much easier for you to deliver the rest of the project. For this, you need to focus on some essential elements that you need to focus on, starting with a cross-functional team. The project manager usually knows what the client requires before the discovery phase is formally underway.
It is their responsibility to make sure that all key deliverables are assigned to the designated staff. Here are 5 essential elements of a successful discovery phase.
1. Creating the Discovery Team
The discovery team should ideally include people with a diverse range of interests and specialties. Their inclusion within the team shall depend on the kind of project and the expertise that they bring to the table. It’s incredibly important that the project manager brings together a team of diverse professionals with different skills.
Normally, the discovery team shall include:
- A project manager
- A UX/UI designer
- A technical expert/developer
- Project analyst
Conducting stakeholder interviews is the first step. It is the project manager’s job to discuss the details of the project with the client, and then sit with the Discovery Team to make sure that all of their queries are answered as well. Make sure that everyone is on the same page, and that roles are appropriately defined.
This will set the tone for the project and make sure that everyone knows what they are supposed to do, right from the discovery phase of a project.
Research is a critical part of the project discovery phase. It helps give the managers and staff a better idea about the work to be done on different project elements. Research can be further divided into three different categories:
i. Client/Customer Interviews
Most agencies use a variety of management tools for correspondence and reporting. Before setting up dashboards, hold detailed interviews with the customer to determine how the work is supposed to progress.
This is the part where questions are asked and doubts are cleared. Interviews with the customer are of critical importance, as they help set the expectations for the project and ensure that the agency doesn’t have to worry about scope creep later on.
ii. Market/Industry Research
What’s the industry doing about similar projects? From running market surveys to reviewing similar projects produced within the industry, this is when you set project expectations and create benchmarks. By conducting industry research, an agency is able to better establish the goals for the project.
More importantly, this also helps the project managers understand where the agency can add more value to the project.
iii. Competitor Research
Whereas market research deals with the industry at large, competitor research is more focused on other digital agencies who are operating in a similar niche. During this part of the project discovery phase, the onus lies on you to find out the standard of quality that your competitors maintain and the kind of products they make.
The discovery phase of project management will also give you a better idea about the variation in pricing and allow you to charge a competitive fee from clients.
3. Presenting the Solutions
Once the initial research has been carried out during the project discovery phase and solutions have been identified, you must present your findings to the client. Create a comprehensive presentation, along with an overview of the dashboards that will be monitored during the entirety of the project (if any custom ones are created).
The project manager will present the solution and the value offered by the agency during the discovery phase of project management. In order to communicate their idea better, project managers use a variety of visual aids such as wireframes. Numerous web design tools can be used to create wireframes and detailed outlines.
4. Establishing the Timeline and Budget
One of the most critical steps in the project discovery phase is the establishment of milestones and detailed budget estimations. During this stage, identify any bottlenecks that may delay the project or lead to problems, and create a comprehensive timeline for all the different stages of the project.
Along with that, the agency is responsible for presenting a detailed budget that highlights all of the costs likely to be incurred throughout the duration of the project. If an accurate budget cannot be created, use an estimation instead.
It’s important for the project manager to present the timeline and the budget to the clients and get them to sign off on it. It’ll help greatly with client management and also allow the agency to allocate resources accordingly. Moreover, once you have a preliminary agreement in place, you will have the peace of mind that the client isn’t going to renege on their word.
5. Identify and Agree on Next Steps
Once you’ve finalized details of the project discovery phase, you can share these with the client, and start discussions about starting the project. This is merely a formality in most cases, but you never know when a client might pitch in with one of their own ideas or ask you to change things.
Collaborate closely with the clients and let them know about where the project stands, and how you plan to proceed further. In case they have a suggestion, you can incorporate it to save precious time and money moving forward.
How to Nail the Discovery Phase
One of the best ways to nail the discovery phase is to create a detailed project map. This map will highlight the different stages of the project and the key deliverables. You can then create a comprehensive dashboard that makes it easy for all parties associated with the project to monitor it whenever they like.
Once you have done extensive research, share it with the clients and get their feedback. Nail the discovery phase by collaborating closely with your clients. Incorporate their suggestions, and make sure that both parties are on the right track.
If you haven’t yet signed the agency contract, now might be the right time to plan and create one. Get the client to sign off on that as well. This way, you will have everything down before the project formally gets underway. Above all, you will have the assurance that the client is on board with the journey map you have created.
The Project Discovery Checklist
The following project discovery checklist will make it easy for you to figure out whether you have covered all essential elements during the discovery phase:
- Have all relevant requirements for the project been taken down?
- Have you calculated the resources to be used for the project?
- Have the resources been allocated appropriately?
- Has the timeline been created? Have you added a few days of leeway in case of unforeseen circumstances?
- Have appropriate budget estimations been created, checked, and verified?
- Have detailed research reports been produced regarding competitor and market research?
- Has the client been presented with a journey map for how the project is going to proceed?
- Have the client’s suggestions been incorporated into the project?
- Has the company created detailed dashboards for monitoring the performance of the project?
- Have relevant contracts been signed?
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The Bottom Line
A well-executed project discovery phase doesn’t just make things easy for your agency, but it also helps you get in your clients’ good books. Clients prefer to work with organized agencies, and this is a great way for you to ensure that everything happens smoothly and the project is completed on time.
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