e-ditorials - Issue #2: Web Site Development

Choosing Technology Wisely: a Multimedia Case Study

Overview:
Follow the production cycle of a multimedia web project, as it evolves and redefines itself over time. Learn helpful tips on how you can choose the best technology, and anticipate your future needs.

A webmaster or multimedia developer is responsible for choosing which technologies to use for the task at hand; but as a project transforms itself through the concept, proposal and production stages, people's needs are apt to change. Also, as computer capabilities increase, the choice of technology solutions will change. A developer must clearly identify needs, choose methods of delivery that will adapt to anticipated (and unforeseen) changes, and be able to deliver media projects on time and within budget.

The following case study tracks the development of a project that evolved from a simple slide show into a full-featured presentation tool. This story is relevant to anyone who develops or wants to develop interactive media in today's corporate environment, as it follows all phases of production from proposal to delivery. This project represents a typical situation in which several decision makers contribute content and ideas, with different technological and marketing requirements based on each one's departmental needs.

The proposal stage:
I was approached by a colleague (a video producer) to collaborate on what was described as "a nice PowerPoint presentation". His client had created a basic PowerPoint presentation, and the initial goal was to add professional graphics, music and voice-over narration. The content would be photos, charts and bulleted text, and the final presentation would be distributed on CD-ROM to a variety of audiences.

Based on the information we were given, the client probably would have been satisfied with a quote to create the PowerPoint presentation as requested, but we felt we needed to more clearly define their needs so we could provide the best solution for the job. We posed the following questions:

Q. What platform does the presentation have to run on?
A: The presentation should run on both Macintosh and PC computers. Additionally, the presentation should not require that additional software be needed to run it.

Q. Do the viewers have an Internet connection?
A: Many do, but we cannot discriminate against those who do not.

Q. In what ways might the presentation be used?
A: The presentation should be targeted to three distinct audiences, each with a need for different content. The presentation should run in a linear fashion from start to end, but a company representative might want to use the piece as a sales tool, and jump randomly from section to section. Additionally, the piece should be able to loop automatically, to be used in trade show displays.

Q. For how long will the information in the presentation be current?
A: The information in the presentation will be current for at least a year, but some additional resources might need to be updated from time to time.

Q. Will the presentation ever be made available over the Internet?
A: We had not thought of that, but that capability would be great in the future.

Armed with these answers, we decided to recommend against doing the presentation in PowerPoint, since it creates larger files and lacks the Internet streaming and programming flexibility of other multimedia solutions. My next software candidate was Macromedia Director, an incredibly powerful and flexible multimedia development software. Director can save a presentation as an executable program, which has self-contained player software built into it. Director can save a project as a Shockwave file, which is designed to run on the Web, but it requires that additional software, the Shockwave player, be installed.

This process of elimination led to my final decision, that the project should be authored in Macromedia Flash, which is my first choice for delivering streaming multimedia on the web. While Flash does require that a plug-in application be installed, all current web browsers come with this capability built in. Flash also permits .SWF (Shockwave Flash) files to be saved as self-contained executable programs for both PC and Macintosh, so no additional player or browser software would be required for the distributed CD-ROM. Since Flash is designed for streaming media on the Internet, creating a web version at a later date would be very cost effective.

Once the delivery technology was decided upon, I prepared a detailed quote, and documented my recommendations to the client, who was eager to take advantage of the capabilities of Flash.

The Production Meeting:
I prepared two different design prototypes for the first production meeting. I could have presented my concepts using storyboards, but I anticipated that the development committee would be concerned about how the technology would work. With my laptop computer hooked up to a projector and speakers, I double-clicked the icon of the demo, and it sprung to life with animation, music and a sample voiceover I recorded myself. Having a basic working prototype of the navigation proved beneficial in the demo, and seeing the prototype on the screen promoted a helpful session of "what if someone wanted to…" The client was very pleased. We also developed a wish list of features, based upon each board member's individual needs. This open discussion was crucial to establishing priorities, resolving conflicts, and developing the final list.

We then focused on creating guidelines for developing the script. Since there were at least five contributing authors, the success of creating an effective learning tool depended on compiling all the content into a cohesive script, written from a single narrative perspective. Sam, my collaborator, used his video production experience to guide the clients by developing a comprehensive outline of the show, and targeting the narration length at an agreed upon twenty minutes.

By the end of the meeting there were some new technical requirements, but I was still confident in my decision to choose Flash as my development tool. The client wanted short music bridges at the beginning of each chapter of the presentation, in addition to music in the opening and closing. Since the piece could end up with over 20 minutes of narration, file size was a concern. Fortunately, Flash has the capability to adjust the level of compression for each audio clip, so the music could sound good, while compressing the voice file size to a minimum. Another request was that the presentation should run efficiently on an old, underpowered PC, since this might be typical of some of the end users. My original proposal for the project clearly stated minimum and recommended computer specifications, so I was able to use this opportunity to manage expectations. I reminded them that Flash also provides an option to run a presentation at a lower quality, which provides better playback at the expense of some jaggy text, for less capable computers. Plus, since we were using a technology designed to stream efficient files over the Internet, I was very confident in reassuring the client that we would reach the broadest audience. The final request of the day was, "could we publish the presentation on those little credit card-size CD-ROMS?" I made no promises, but said I would keep the request in mind.

Production and Delivery:
The final art interface was approved with minor modifications, and the voice-over for the show, (now 30 minutes long) was delivered by Sam as an edited .WAV file. The final script was provided to me as a Word document. I printed out one copy for production notes, and used the digital version to cut and paste text into the show, to reduce the chance of typing errors.

Since the presentation was to be used at trade shows, I wanted the opening sequence to use animation and sound that would catch people's attention. After the introduction, the presentation gives the viewer the choice to play the show one of three ways, based on that viewer's needs. Using Flash's internal programming capabilities, the user's choice is remembered, and only the appropriate sections are played. When the piece reaches the end, the show loops to the beginning and plays again using that user's preferences. We also created a manual-run mode, which permits a presenter to jump from section to section.

The presentation concludes with a resource section, which contains clickable links to the Internet. This provides web-connected users with the ability to get current documents and updates, and extends the "shelf life" of the product.

By using Flash, a technology designed for the Web, I was able to create a dynamic custom product that was small in file size, yet robust in features and style. The executable presentation totaled just 6.1 MB, which was small enough to deliver via the Internet to obtain final approval. In the late stages of production we added a Resources folder to the CD, which contains supporting documents and a complete script of the show. Both the presentation and the resources were authored separately for Macintosh and PC users, and a single disk was created to run in both machines. And, yes, we even met the client's goal of fitting the entire program fit on one of those little credit card-size CD-ROMS, with lots of room to spare!

Conclusion:
The production cycle of this project is similar to many I have worked on over the last 15 years, including video, multimedia and web development, so I hope it serves as a good study for your next project. To protect the integrity of your next production, your sanity and your budget, I suggest the following planning tips:

1. Learn your client's goals and audience, and anticipate broader and future uses for the product.
2. Select technology based upon needs, using criteria such as compatibility, flexibility and economy.
3. Avoid the temptation to use technology just because it is cool, new or cheap.
4. Educate your client to build trust between them and you. Don't hesitate to recommend using new technology if it's the best answer to their needs. Be patient, and remember that they have to trust your decision long before they see the final product.

— ©2002, Set Now Solutions, LLC. All rights reserved.