Where I currently work (a fast expanding museum in downtown San Francisco) we’re building a lot of new things. There’s a multitude of initiatives across SFMOMA and, amongst all of those, my team is working on a new website, a new app, new onsite digital experiences and the new systems to support them. Over the last few months we’ve moved from the planning phase for many of these projects into the doing phase. I much prefer to be doing than planning, but doing without planning is seldom successful.
During all this planning, and especially budgeting, a strategy for scoping digital projects has emerged that I’m calling three 18 three. Put simply, when you are planning and budgeting a new digital initiative, don’t treat the launch date as the end date. The launch date is the beginning of three 18 three: