How We Manage Our Collaboration with Top⁠-⁠obaly.cz, Keeping the E⁠-⁠shop Among the Best⁠-⁠Performing in the World

The start of the collaboration

The collaboration with Top⁠-⁠obaly.cz began in 2012. At the time, they had an e⁠-⁠shop built on a boxed solution that was no longer meeting their needs. They approached us with a need for urgent fixes and a vision of continuing to develop the e⁠-⁠shop further. We launched a website in 2015 that is still running today. And we continue to develop it.

For the redesign, we drew primarily from analyses of the website at that time. We examined its traffic, the keywords people were searching for in connection with the website, and website navigation flows using classic Krug testing. This formed the basis for designing the information architecture and product catalogue.

We also prepared descriptions of the resulting categories and products, and copy for transactional emails. We placed great emphasis on the overall service and customer experience — in short, ensuring the e⁠-⁠shop was reliable, everything worked as it should, and the purchase journey was as smooth as possible.

Long⁠-⁠term plan and immediate needs

From the very start of the collaboration it was clear this would be a long⁠-⁠term engagement, and planning was in order. Initially this worked on an annual basis. We would sit down and put together the requirements and plans for what would be worked on over the next 12 months.

Over time it became clear that this approach was not working effectively enough. What was needed was efficient project management, continuous planning, an annual outlook, but also the ability to respond to immediate needs.

To be able to plan our capacity and have clear direction for where the collaboration is heading, we continue to draw up an annual plan. Long⁠-⁠term planning is supplemented by regular meetings. These help us stay up to date with what is happening in the business, and we discuss new tasks that have come up. We respond to urgent needs immediately. If something breaks on the e⁠-⁠shop, we do not wait for a meeting — we fix the issue as quickly as possible.

A backlog that fits all ideas

The foundation of the collaboration with Top⁠-⁠obaly.cz is a backlog, from which a regularly updated plan is created.

We add all ideas to the backlog that come:

• from the client — their needs, requirements and wishes for what they would like to improve on the website, or what is working well for competitors,
• from customer research — we regularly gather feedback and look for opportunities to improve the e⁠-⁠shop and the overall service (all findings are further validated against the Customer Journey),
• from us — based on experience and practice from other e⁠-⁠shops, or according to proven trends.

For each idea, we also define measurable goals and, after deploying the solution on the e⁠-⁠shop, we evaluate how well these are being met. This is important for assessing the return on investment.

Planning using the Shape Up methodology

From the pool of ideas, we need to select those that are a priority and should be addressed first.

We keep in mind:

• the value of the solution for the client's business and for their customers,
• but also efficiency from the perspective of usability and feasibility of the solution,
• as well as its complexity and return on investment.

Each idea is then analysed and validated using data from our own research or external studies. This reduces the risk that the client would invest in a solution that ultimately does not work.

We then design the solution and estimate its complexity. The approach to describing ideas is based on the Shape Up method by Basecamp. We describe each idea and add sketches — a rough outline of how the solution might look. This helps us assess whether the idea is feasible and whether it is worth proceeding to the design stage.

We indicate the scope and complexity of a task using the T⁠-⁠shirt Sizing method — labelling tasks with letters S to XL, similar to clothing sizes.

We discuss priorities and solution options for individual tasks both within the team and with the client at regular meetings.

Aligning priorities at regular meetings

In addition to the annual planning meeting, we have found regular video calls — known as status calls — to be very effective.

Each week we have an internal meeting where the project manager, designers, developers and data analysts discuss what they are currently working on.

This is followed by a status call with the client, at which Proof & Reason is typically represented by just the project manager, or occasionally someone else from the team when their specific expertise is needed. From Top⁠-⁠obaly.cz, the meeting is attended by marketing specialist Tomáš Pelán and Ladislav Carda, the e⁠-⁠shop and logistics manager.

The regular calls last up to half an hour and we cover:

• what we have been working on and what we will be working on next,
• any new developments in the business or the company that might affect the plan,
• whether the client is dealing with any problem we could help with,
• whether we have an idea to add to the long⁠-⁠term plan,
• and what the current priorities, goals and tasks are.

For urgent problems and needs, we do not wait for status calls. If a bug appears on the e⁠-⁠shop, we deal with it immediately.

We adjust the system to maximise the benefit for both sides

The project management approach evolved gradually — from an almost unmanaged series of tasks to today's system of collecting ideas, prioritising them and communicating regularly with the client.

As a result:

• we have a clear overview of tasks, know what to work on and what capacity it requires,
• the client continuously monitors how we are fulfilling tasks and has control over the project,
• we know which tasks are a priority and deliver results for the client, so we are efficient and maintain the right balance between effort and the value of our work,
• we continuously look for ways to improve the project and add new ideas without worrying that any will be forgotten.

We have set up the entire process to work well for both sides, and we continuously improve it. This helps us better function as one team with Top⁠-⁠obaly.cz, rather than as client and supplier. We see their passion for the project and their drive to keep improving it. That makes our work feel more meaningful too.