A Proposal for Work. Getting To Know Us. Proposed Project Timeline. Project Goals Discussion Week 1

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1 A Proposal for Work SENT: Friday, August 6, 2010 FROM: Chris Brauckmuller (Flourish Interactive) TO: Bryan Pieper (WCI Communities) Getting To Know Us Our development philosophy has two facets, one forget the vendor/client relationship and make the client part of the team and two great things don t happen overnight. This may sound like another well-intentioned but useless mission statement you ve heard a hundred times, but it s something we truly try to live out each and every day and we think the quality of our completed work speaks to it. Our industry has a well-earned reputation for spotty communication and rushed, poorly planned projects and we re trying to do something about it. While we may know a lot about Web design and development, you know a lot more than we do about real estate and we d be amiss not to value your expertise. With that in mind, each of these milestones in the project outline below is a juncture where we will collaborate directly with you to develop ideas, then present recommendations to you to receive your input. Proposed Project Timeline Project Goals Discussion Week 1 After a project kicks off, we sit down with you (in person) to have a formal discussion about the business goals for the project. Often, we have been steadily gathering information since our first contact with you, but this is an opportunity to officially get everything on the table and for stakeholders to have their opinions heard. We begin to flesh out high level messaging and discuss how the Web site fits into your overall branding and advertising strategy. It s also a great opportunity for us to meet face to face to get to know each other and set each other s expectations for the project. We always try to meet our clients in person when it is possible, because we believe it helps build a stronger professional relationship.

2 Project Goals Outline Week 1 Based on our initial discussion, we author the Project Goals Outline, which is basically a formal statement of the agreed upon business goals which both parties can use as a roadmap as the project moves forward. This is usually a very short document that answers the question: Bottom line, what must occur for you, our client, to consider this project a success? It may also include first-impression recommendations on our part as to how to begin achieving these objectives. Information Architecture Weeks 2 and 3 Having defined our high level goals, we begin to explore answers to the questions What do we need to say/do to achieve this goal? and more specifically Where do we need to say/do it? We d likely be working closely with your copywriter during this time. While we don t really have a set format for this phase, due to the widely varying nature of our clients and projects, often it involves a couple of phone meetings and some correspondence. Take for a very obvious example the goal of WCI Communities to increase sales of mid-priced homes in their Florida communities. Knowing that these two communities have fully developed amenities, and that access to these amenities would not normally be within reach of a homebuyer within this price range, we identify this as a major selling point and recommend prominent promotion of the amenities in high exposure points throughout the site, namely on the home page and community landing pages. Of course we ve already had this conversation in brief and it s basically a no-brainer, but it serves as a good example of the types of problems that we begin solve in greater detail throughout this stage until we are all satisfied that each of your goals is being addressed in a meaningful way by a piece that works well as a whole. Sitemap and Low-Fi Wireframes Weeks 2 and 3 These two documents are the output of our extended question-and-answer session. The sitemap displays all the pages on the planned final site and how they will be linked to one another via navigation. This is useful for envisioning the hierarchy of the content as a unified body and helps us identify and correct usability issues early on, such as content buried too deep in the navigation, or an overwhelming number of navigation options in a particular area.

3 The low-fi wireframes are the very roughest form of page layout. They begin to form the foundations of what will become the final visual design comps. Often times these are sketched on paper (yes, we still use paper sometimes!) or mocked up quickly in a graphics program like Fireworks. The purpose of these documents is to identify on a first-pass basis what content will be on what page and roughly where it will be positioned. We always create wireframes for the home page and inner content page template, and we also determine if any other page could benefit from a custom layout and mock those up as well. Design Goals Discussion Week 4 At this stage we begin to talk more about how the use of design elements such as white space, color, texture, imagery and typography will evoke an emotional response from the target audience that reinforces the messaging in the content. We find it useful to have a structured meeting format with you to help better understand your expectations for graphical aspects of the project. Once this meeting concludes, we do more of our own research and present the recommendations to you in the Design Direction Document. Design Direction Document Week 4 This document is the output from our design-related meetings and research. It covers each of the main elements of design and how we plan to use them in harmony to convey your messaging. Often, we will provide samples of color palettes and type choice at this stage. Refined Wireframes Week 5 At this point we begin to refine the wireframes to what will look much more like a completed Web site. The finalized content will be included, as well as reasonable approximations of spatial relationships between elements on the page. Creating these allows us to identify potential issues with spacing, hierarchy or amount of content on a page before moving forward into the full fidelity graphical assets, which are much costlier to revise. Completed Design Assets Week 7 Finally, we flesh the wireframes out into full fidelity layered design comps, which are ready to be sliced and coded into HTML & CSS and integrated into templates of a Web application. At this point you will see a one to one of what the live Web site will look like, or as close as possible given the inherit limitations of technology. The comps will include multiple states, if needed, to show how different dynamic elements on a page will look, such as drop down menus, buttons with rollover effects, etc. For the project we discussed, these comps would likely be the main deliverable.

4 Development Consultation indefinite Once the graphic assets are transferred to you and your internal team begin developing them into HTML and finally a completed Web application, they will likely have questions regarding specific aspects of the design, or perhaps new issues arise that we couldn t have foreseen during the initial design phase. We will remain involved to address any questions and guide your team to ensure that the completed pages remain faithful to the initial creative direction. Often this just means us answering your developers questions via in a timely manner, though occasionally we will schedule a call if you/we feel there is a need for more input. Post-Launch Consultation indefinite After the site goes live, we will continue to be available to help you analyze user data and determine which areas of the site are achieving their goals and which parts may need additional tweaking. We believe that to have a truly successful online property, you must consistently analyze and respond to user behavior, and that this is an ongoing management process that should never end. If you stop paying attention to your users, they will likely stop paying attention to you. This phase is completely open-ended and we can be as involved or not involved as you want us to be. Pricing Planning Phase We charge a single fixed fee of $2,000 for the extended planning phase outlined above. This is unlike the rest of our services, which are billable hourly. Our belief is that planning should be done deliberately and with patience, and that it should take as long as it needs to. We don t want our clients to feel like they are burning through their budget because they take their time explaining something during a meeting. Planning should be an open forum with as little pressure as possible, and we feel that this pricing structure achieves this while providing us with fair compensation for the time and resources we expend. Estimated cost: $2,000 (fixed fee) Graphic Design Graphic design work is billable hourly at our standard rate of $62.50 USD. Refined wireframes: $ (10 hours) Homepage design + revisions: $1, (25 hours)

5 Inner template design + revisions: $ (10 hours) Community landing page design + revisions: $ per design (10 hours per design) Estimated cost: $3, (55 hours) HTML & CSS Coding HTML & CSS coding, should you require it, is billable hourly at our standard rate of $55 USD. Estimated cost: $0 (0 hours) Post-Deliverable Consultation Post-deliverable consultation work is billable at $45 USD, our hourly rate for planning and project management beyond the scope of the initial planning phase. We are also open to retainer arrangements if the volume of work merits it. Estimated cost: $450 (10 hours) Total Estimated Cost Total estimated cost: $5, (planning + 65 hours of labor) In Closing We look forward to hearing back from you! Please let us know if you have any questions or comments, or if there is anything else we can do to earn your business. Sincerely, Chris Brauckmuller Flourish Interactive 4885 Florida Club Circle #5209 Jacksonville, FL (352) info@floridaflourish.com

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