Cape Town, May 3rd, 2019

Based in Cape Town, a.k.a “The Silicon Cape” – the Silicon Valley of South Africa, Elemental Web Solutions is a custom web development and digital marketing agency. Since its inception in 2002, the company has specialised in designing and building custom websites, web apps, intranets, e-commerce sites and digital products.

We interviewed Angelo Zanetti, Co-Founder and Managing Director of Elemental Web Solutions to find out what the company creative building and discovery process is, in particular since the agency has a niche of working with start-ups.

Besides designing, the agency also provides consultancy for its clients, advising on the best techniques and marketing channels to generate optimal results.

What is the discovery process and what is it used for?

The discovery process in our case is where we engage with a start-up that has approached our company to assist them in creating a digital product, tool, website or web app that is potentially unique to their business and will be a central part of their business.

The process itself varies from client to client and depends on what they want to achieve or have built. Typically involves a series of workshops whereby we discuss the client’s requirements and ask various questions to understand the concept and what they are trying to achieve in more detail.

We also determine who their target market is by creating a customer avatar, which comprises of their demographics, age, location, etc. Part of the discovery process involves the creation of wireframes, which can be seen as a prototype. Prototyping allows the client and stakeholders to see what they want to build in action.

Using this method, the client is able to play with the prototype and view the various steps, screens and options, allowing them to provide feedback on changes and improvements. Some projects also require us to create specification documents. This is when we adopt a fixed scope and cost approach (waterfall methodology).

How long can an entire discovery modelling process take?

How long it takes always depends on the client, and what they are trying to achieve, as well as their availability. It can be a few weeks or can continue in an on-going agile fashion where we are continually evolving the product and its features.

Does your agency have a particular building process?

The building or development process can vary in two ways: agile and fixed scope or waterfall methodology. When we build the product in an agile methodology, we define features and deliverables that need to be developed and tested in a series of sprints. A sprint is typically two weeks.

Therefore every two weeks, we’re building and testing new parts of the tool, allowing us to change direction (if we wanted to create a new feature that we didn’t previously discuss) and switch the priority of items we want to build and when.

With the waterfall methodology, we work according to the wireframes, designs and specification documents (if applicable) to build the product. The scope of the project and the timelines are defined in the discovery process, and a project plan is followed until the project is complete.

What do you like about working with start-ups?

As our agency often specialises in custom design and development projects, start-ups typically have really unique or bespoke requirements, which fits in with what we do really well.

We’re very experienced in taking ideas and then producing the end digital product. Start-ups often require our input and expertise, and they ask for us to contribute to the project from a feature and strategy point of view.

Lastly, start-ups are quite fun as they are launching something new and challenging.

How difficult is to convince clients they should pay for this service?

If a company is serious about their product and they want to make it a success, then they should be willing to pay. It can be difficult at times but we believe that we’re delivering constant value and therefore they see it more of an investment rather than an expense.

What challenges do you face today in your agency in this respect?

The primary challenge is to convince the client to buy into this methodology and that it will be highly valuable to their business. This is often very new to the client, and it takes lots of explaining and examples to help them get their head around it. However, once they do fully understand they are generally happy to proceed with the process.

What makes your city special?

I live in Cape Town, South Africa. It’s a charming city with magnificent mountains, coastlines, and vineyards with loads of fun things to do.

Where do you go if you want to get inspired?

I watch motivational videos, listen to Podcasts and read books.

What profession other than your own would you like to attempt?

Tough question! A test driver of sports cars!

Thanks Angelo!

By Geny Caloisi.
genyc@topinteractiveagencies.com

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Angelo Zanettidesign processDiscoverymanaging directorPrototypingStart-Ups