Professional Services Agreement - Pathfinders Advertising and Marketing Group Inc - Redesign of southbendin.gov

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llU P Pii 1" U`1 F I N 0 1 R S [$J]JJ1* .T Pathfinders uses a new, innovative approach to website development called Growth Driven Design (GDD), GDD embraces agile methodologies and focuses on developing a data driven website that is constructed with adaptability and flexibility in mind. One of the principal tenets behind this approach hinges on mitigating the risk associated with building a non -data driven digital product that leverages popular trends, and where decisions made are, ultimately, based on unproven hypotheses. In many cases, decisions are made based on features without any real visibility into what the impact those decisions will have on solving audience, pain points. It is not until post -launch that an analysis of results occurs, and at this stage it is oftentimes too late to bring a project back to the drawing board. Our approach is to view a website as an iterative, continuously evolving platform. GROWTH DRIVEN DESIGN IS BASED ON THREE CENTRAL PILLARS- • Minimize risk— Let the data dictate ongoing decisions • Continuously learn and improve —Websites are not static and design can be dynamic based on data Inform marketing and communications — Take findings from the design process and leverage them within marketing and other communication initiatives The result is a website that is continuously evolving and built in stages according to assumptions that are validated or invalidated based on data, and where features are rolled out in a manner that both inform and are informed by experiences andl learnings from the internal teams. This approach increases the potential impact that the City of South Bend can have on business objectives, and minimizes the risk inherent to a traditional website redesign process. (02018 Pathfinders I All Rights Reserved.