iQuestions.com

The Challenge

“We had a vision for a new web site—a place where people could go for safe and trusted information using video,” explains Allison Sesnon, Vice President Programming, iQuestions. “We had only twelve weeks to meet our Beta launch date, and we were starting from square one.”

In addition to Unity Group’s originally-produced videos, many other functions needed to be brought together on short notice to create a vibrant, self-sustaining site. With interactivity a key component, one concept would allow users to submit their own questions, which would be turned into video answers by the iQuestions Faculty. Also, the ability to vote, comment about videos, and engage in discussions via a bulletin board server would allow for a full user experience. Since many Faculty Members are distinguished authors, the site would need an online store, enabled by links to Paypal and Amazon. Advertising was also of interest—as long as the ads did not compromise the values that define the site.

Speed to Launch: Assembling iQuestions.com

“With Optaros as our partner, we were able to bring a very sophisticated and attractive property to market in a remarkably short time,” Sesnon adds. Making it possible: a flexible assembly architecture and methodology that enabled iQuestions to meet its launch date while accommodating major changes in direction along the way.

Optaros was able to quickly assemble major functions of the site by combining open source components that are readily available at minimal or no cost. Software modules and service providers are handled as pluggable components that integrate easily, allowing Unity and Optaros to experiment and build a website with maximum user appeal.

According to Chad Houck, Director of Operations at Unity Media Group, the Optaros open source assembly has advantages besides low software acquisition cost. “By combining preassembled modules, we can first see their functionality in other applications and decide which pieces we want to implement in our own. Rather than face the risk and cost of developing our own proprietary code, we can leverage components that are already produced and proven.”

A new video platform—one week before launch? Assembly flexibility was highlighted when Unity needed to replace its video distribution network one week before launch. The video server is the cornerstone of the entire project—yet it was simply another open source component that could be quickly replaced, with no drama. As Houck explains, ”Any talk about a major platform change days before launch is worrisome, but Optaros plugged in tested products and cut the development cycle to a few days rather than weeks or months.”

“Utilizing open source players alongside flash video codecs in our video distribution allowed us to do a very rapid switchover while saving significantly in build-out costs,” Houck adds. “The old components unplugged very cleanly, the new ones fit in very quickly, and the Optaros team navigated the entire transition with amazing efficiency to make it happen on time.”

Flexibility for e-commerce: Another last minute decision was to include an online store. Many videos on iQuestions.com are by distinguished authors, with works available on Amazon.com. Within two days, Optaros implemented a store as part of the iQuestions site, linking to Paypal and Amazon for purchases and fulfillment. Optaros also modified the administrator console so Unity staff can create an online store with a few keystrokes.

Flexibility for advertising: Unity Group has high standards for the ads they accept. Like other services, advertising was a quick plug-in, allowing Unity Group to experiment and change direction on short notice. Optaros plugged in an ad network within two days, Unity evaluated the ads, and decided they wanted their own ad server instead—a change in course that took less than a day to implement.

Custom Console for Administrators: Optaros created an easy-to-use administrator console for use by Unity staff regardless of skill level. Administrators can update numerous features to make the site as welcoming and responsive as possible (e.g. correcting copy, promoting feature videos, managing and responding to users).