Why every complex web project needs a discovery phase

When we propose a paid discovery phase for projects on websites, our clients often have several questions and concerns. Understanding the value and potential drawbacks of this phase helps them make an informed decision. 

Discovery phases have major benefits for our clients, but we are asked questions about the value of this phase if this service hasn’t been used before. 

1. Purpose of the discovery phase

For us the discovery phase is a critical first step in any significant project. Its purpose is to gather detailed information about our clients’ organisations, its goals, target audience, competitors, and the technical and content requirements of the project. This phase allows us to thoroughly understand the scope and complexities of the work before diving into execution. For our clients, this means that the project will be better aligned with the organisation’s objectives, reducing the risk of miscommunication or misalignment later on.

2. Risk mitigation and strategic planning

A discovery phase allows for risk mitigation by uncovering potential challenges and unknowns early in the process. Through this phase, we can identify possible technical hurdles, content gaps, or strategic misalignments that could derail the project if not addressed beforehand. This means fewer surprises down the road, a clearer understanding of the project’s requirements, and a well-thought-out and documented plan that considers all aspects of the work, which ultimately leads to more accurate budgeting and scheduling.

3. Detailed project scoping

One of the significant benefits of the discovery phase is the ability to develop a detailed project scope. This may include creating wireframes, user journeys, technical specifications, and content outlines. Our clients appreciate this level of detail so that everyone involved in the project is on the same page and that there are clear, agreed-upon deliverables. It also helps in setting realistic expectations for both timelines and costs.

4. Foundation for accurate budgeting

Without a discovery phase, budgeting for a large project can be more of an estimate than a precise calculation. The discovery phase enables us to provide a more accurate quote based on a well-defined scope of work. To our clients, it reduces the risk of budget overruns and ensures that financial resources are allocated efficiently. It also allows for better financial planning and justifying the budget to other stakeholders within the organisation.

5. Building a stronger relationship

Engaging in a discovery phase strengthens the relationship between us and our clients by fostering trust and collaboration. It demonstrates our commitment to understanding our clients’ needs deeply before proposing solutions. This collaborative approach leads to a more successful project outcome and a partnership that is built on mutual respect and shared goals.

Benefits of a discovery phase

• Discoveries produce a clear understanding of what the project will entail, how it aligns with business objectives, and what to expect at each stage.
• By identifying potential issues early, discovery helps avoid costly mistakes or scope changes later in the project.
• The detailed scoping helps with better allocation of resources, both in terms of budget and time.
• With all the relevant information gathered during discovery, more informed decisions can be mutually made about the project.
• The discovery phase allows us to tailor our approach to the specific needs of our clients, leading to more effective and targeted outcomes.

Potential drawbacks a discovery phase

1. The most obvious drawback is the additional upfront cost. There can be hesitation to allocate budget to a phase that doesn’t immediately produce tangible deliverables.
2. A discovery phase can lengthen the overall project timeline. While this time is spent on crucial planning, it might delay the start of the actual design or development work.
3. If the organisation already has a clear idea of what they want, the discovery phase might seem redundant or unnecessary, leading to resistance from internal stakeholders.
4. If the discovery phase reveals that the project is more complex or costly than initially anticipated, there might be a decision not to proceed, which could make the initial investment in discovery feel wasted (but the opposite can be true)..
5. There’s a risk that the discovery phase could become more extended or involved than initially planned, leading to higher costs or delays in moving forward with the subsequent work.

Conclusion

While there are some drawbacks to consider, the benefits of a discovery phase such as risk mitigation, clear project scoping, and stronger agency-client collaboration often outweigh the costs. For our clients, understanding these aspects can help them justify the investment in discovery and lead to more successful and efficient project outcomes.

The Author

Jonny Vaughan

Founder & Technical Director of 10 Degrees. Jonny's day to day focus is on determining the best technical solutions for our clients, driving technical innovation and leading our sustainability agenda.

The 10 Degrees Team