Defining Goals:
A completed document should have multiple goals and deliverables. Each goal has its own title and description.
These goals and deliverables are the core of the document. The level of detail is completely at your choice, since each project has its own unique character.
The challenge in wording the goals and deliverables is to capture the City’s business needs without getting bogged down in a laundry list of requirements.
Work with all relevant stakeholders (various City departments, end users, etc.) to define the business/ technical requirements. Then take a step back and organize these specific requirements to line up with the project goals. For example:

  • Easy to use
  • Serves the diversity of City’s workforce
  • Promotes active management
  • Seamlessly interfaces with City systems
  • Provides reliable and secure operation

You may list one or several goals/deliverables and ask Vendors to bid on all or some of them. The City can then choose to purchase all, some, or none of those items.

Be concise but detailed. Describe the specifics of all deliverables – e.g., requirements for services, background on departments and staff involved, quality measures, etc.

Specific technical information­­, an overview of your current technical environment, a list of back­end systems, and/or a list of key definitions­ can be included later as an attachment.

If working with a vendor on scope of work language, be sure to remove any marketing speak as this document will become part of the future contract.


Questions to consider if you are listing technical requirements:

  • What capabilities should this tool offer?
  • What is absolutely necessary? What would be nice to have?
  • What back­end integrations will be necessary?
  • Do we have a preference between an on­-premise vs. externally hosted solution?
  • What type(s) of reporting, analytics, and/or access to raw data do we need?
  • What is the project timeline? Are there any hard deadlines? Do we plan to do a pilot, incorporate user testing, and/or have multiple releases of the solution?


The following are a list of example scope and deliverables for a project:

Example 1: Project Scope

There are five parts to this project: understanding our users; developing a design standard; creating key pages & templates; supporting continuing iteration; and, ongoing services. We are looking for a partner who can help with each of these parts.

Example 2: Understanding Our Users

Goal: Based on extensive but anecdotal feedback, we do not feel that the City's website currently works well for many of its users, whether they are members of the public or employees of the City. We also lack a full picture of what current and potential users would find attractive, intuitive, and accessible.

The goal phase of this project is to help us understand the needs and preferences of current and potential City website users. This would cover overall site architecture, the top 1015 typical user scenarios, and specific design elements. While we expect this phase to be research informed, it should not be entirely research-led; we expect and encourage our partner to take a leadership position on organizational and design elements.

Expected Deliverable: We would expect our partner to deliver (1) user research on the current/ proposed City website. As part of the user research, the City would expect both a summary report as well as the raw data and instruments (e.g. surveys) used to collect the data. Support: To help with this phase, we will provide access to conference rooms for user testing, but any required specialized user testing facilities should be included as part of your proposal. In addition, we will provide website analytics, access to citizen requests from Citizen’s Connect and 311/hotline, and website feedback from visitors collected with Foresee and Feedbackify.

Example 3: Developing a Design Standard

Goal: With a better understanding of our user needs, we want to develop a comprehensive digital design standard for the website. We want this design standard to be reflective of the values of the City and the aspirations of this project.

The design must be easy to maintain and update, and be flexible to adapt to changing user needs and circumstances. Design elements must be optimized for all modern browsers, and built using mobile responsive design. All design elements must also comply with ADA accessibility guidelines.

Expected Deliverable: We would expect our partner to deliver three products during this phase: (1) a proposed overall site architecture for City website; (2) recommended refined user journeys for 510 of the most requested services; (3) a brand manual that leverages original design assets to provide (i) principles around website design (e.g., use graphics rather than text as much as possible), (ii) an overall digital brand for the City, and (iii) a style guide for the City that includes a pattern library for key digital assets (including specific colors, fonts, icons). Support: To help with this phase, we will provide its current style guide. In addition, we will discuss a budget for licensed fonts during the design process.

Example 4: Creating and Implementing Key Pages & Templates

Goal: The goal of this phase is to design and implement key pages and page templates so that prominent pages and at least one typical user path can be relaunched in the winter of 2015, and to prepare the City’s web team to continue to implement changes to the City's website following the relaunch.

Expected Deliverable: We would expect our partner to design and help implement each of the key pages & templates listed in Appendix B or an equivalent amount of work. Please note that the list in Appendix B may change based on the user research and design standard work, but it is representative of the amount of work we would expect to accomplish in this phase. Implementation includes both technical assistance as well as some help in presenting the designs back to key internal partners. We expect the migration of content and microsites onto the new City website platform to continue after 2015. As a result, we would also expect our partner to work with the City’s web team to develop a migration strategy to incorporate additional user paths and necessary content.

Support: To support this phase, the City’s web team will work with the partner on implementing specific pages.

Example 5: Supporting Continued Iteration

Goal: We want City's website to get better with age, even after its relaunch in the winter of 2015.

Expected Deliverable: We would expect our partner to provide in this phase: (1) training on best practices for conducting user testing and incorporating user feedback to inform content development and organization on an ongoing basis; (2) at least one round of feedback and usability testing following the public relaunch of City website done in collaboration with the City’s webteam.

Support: To support this phase, the City’s web team will be an active participant on all aspects in order to strengthen their own skills and carry the evolution of the City's website forward.

Example 6: On-Going Services

Goal: To continue the overhaul of City's website, there may be additional services that we will seek from your after we’ve completed the first four parts of this work together.

Expected Deliverable: Continued support for two years on user experience and design issues.

Support: To support this phase, the City's web team will be an active participant on all aspects in order to strengthen their own skills and carry the evolution of the City's website forward.

Example 7: Iterative not Sequential Development

We’ve written out these five parts of this partnership sequentially. This was done for clarity. We do not expect them to necessarily be done this way. In fact, we expect that the process of conducting user research, setting design standards, and creating pages will itself be iterative.

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