Mastering Development & Launch: A Comprehensive Guide to Building and Going Live with Your Web Application

Launching a successful web application is a journey that demands strategic planning, precise execution, and meticulous attention to detail. In the final episode of the Bright Commerce podcast’s four-part series on Web Application Design Breakdown, hosts Carlos Kanea and Judd Dunagan delve into the critical development and launch phases. This episode, ‘Mastering Development & Launch,’ offers invaluable insights into the complex process of turning designs into a live, fully functional website, while managing risks such as scope creep and ensuring quality assurance.

Whether you are a business owner preparing to launch your first website or an agency looking to refine your development processes, this guide covers everything from client communication during development to final launch checklists, risk management, and post-launch maintenance. Read on to master the art of development, launch, and ensure your web projects succeed without costly surprises.

Table of Contents

Introduction to the Development and Launch Phase

You enter the pivotal development and launch stage after completing your web application project’s strategy and design phases. In this phase, your plans and wireframes become tangible through coding and technical implementation. Carlos and Judd highlight that this stage is characterized by focused, less interactive work than the design phase. Developers “close the doors, shut the phones off, and put their heads down” to write the code that brings the project to life.

Effective communication with your client at this point is critical. It is essential to set expectations that the frequency and nature of feedback will change. Unlike the design phase, where iterative input is standard, the development phase involves a more linear and focused workflow, where constant changes and feedback can disrupt progress.

Podcast hosts discussing development phase expectations

Managing Client Expectations During Development

One of the first steps in mastering development and launch is effectively managing client communication. Carlos emphasizes the importance of an initial call with the client to explain that development is underway and that the team will be less interactive than in previous phases. This helps prevent clients from feeling neglected during the coding process.

Clients should be reassured that the project is progressing as planned, and the reduced communication is intentional to maintain development productivity. Judd shares his experience with staging sites, explaining the pros and cons of allowing clients to view ongoing progress. While transparency is valuable, premature access to unfinished builds can cause confusion and unnecessary questions. To mitigate this, staging environments are often password-protected and only shared when the project is approximately 90% complete or when specific custom functionalities require client review.

For example, if a custom shopping cart feature is being developed, the client might be shown a basic, functional version first to get approval on how it works before applying the final design skin. This phased approach helps keep expectations aligned and approvals organized.

Understanding and Controlling Scope Creep and Goldplating

Scope creep is one of the most notorious challenges in web development projects. It occurs when clients continuously request changes or additions beyond the originally agreed-upon scope without corresponding budget adjustments. Judd and Carlos call this “kitchen sink syndrome,” where everything except the kitchen sink gets added in, often without proper planning.

Effective scope management begins with comprehensive proposals that outline requirements and deliverables. However, even with well-documented scopes, clients may request additional features or tweaks during development or after design approval. It is crucial to educate clients that every change costs time and money and that unplanned modifications can push projects over budget and deadlines.

Interestingly, the podcast also discusses goldplating, which is scope creep from the agency’s side. This happens when team members add features or enhancements not requested by the client, often driven by creative enthusiasm. While well-intentioned, gold plating can increase costs and delay delivery without added client value.

Maintaining discipline in project scope and clear communication is essential to combat scope creep and gold plating. Carlos advises reminding the team that projects are built to meet the client’s needs, not internal preferences or desires to perfect features beyond the requirements.

Discussion on scope creep and goldplating in projects

The Crucial Role of Project Management

Managing scope and keeping projects on track requires effective project management. Judd stresses that finding a skilled project manager is often the most challenging part of running an agency. A good project manager must have broad knowledge across UX/UI, platforms, infrastructure, and development to coordinate the right resources at the right time.

The project manager is a liaison between the client and the technical team, translating client needs into actionable tasks and ensuring alignment throughout the project lifecycle. They also play gatekeeping, preventing unauthorized scope creep by managing client requests and negotiating trade-offs.

Judd’s project manager, Roina, is cited as an example of someone who successfully intercepts client requests for free additional work and handles them professionally. Sometimes, the team may agree to “meet halfway” by working at cost to maintain good client relationships without jeopardizing profitability.

Custom Functionality and Handling Complex Features

Many projects require custom functionality beyond standard plugins or out-of-the-box solutions. Carlos and Judd emphasize the importance of agreeing on custom features early in development to avoid costly rework. For instance, when building membership sites or subscription services, each client typically needs unique variations that standard plugins cannot fully address.

WooCommerce subscriptions are a prime example of a complex feature that can be challenging to customize and configure. While the plugin offers powerful base functionality, tweaking it to meet specific business needs often leads to intricate development and testing cycles. Judd notes that sometimes it is more efficient to build a subscription system from scratch using platforms like Stripe when deep customization is required.

Developers must prepare clients for the complexities and potential challenges in customizing subscription systems, licensing digital products, or integrating multiple plugins. Transparency and education during the discovery and development phases help manage expectations and reduce friction.

Quality Assurance (QA) and Testing

Quality assurance is critical before the project is presented to the client for approval. Carlos explains their internal QA workflow, where the developer first tests their work, followed by review from the UX/UI designer, and then the project manager. This layered approach helps catch both functional bugs and visual inconsistencies.

Interestingly, the podcast highlights the value of creative team members participating in QA. Designers often catch subtle visual details and user experience issues that developers or traditional QA testers might overlook. Judd shares how his creative director, Thomas, excels in building near-perfect sites due to his dual expertise in design and development.

Using specialized tools to streamline QA feedback is also recommended. Both hosts mention software that allows interactive commenting directly on staging sites, replacing cumbersome screenshot and email chains. This modern approach accelerates feedback loops and reduces misunderstandings.

Client Approval and Sign-Off Process

Once QA is complete, the project moves to client review and final approval. Carlos describes a one-on-one walkthrough with the client, demonstrating the full functionality and design from start to finish. Clients are encouraged to explore the site internally and provide a formal written sign-off before the project is considered ready to launch.

We also address situations where clients delay launching after approval. For existing websites, it is common for clients to hold off on flipping the switch while the new site is ready in the background. The team prepares for this by setting up the new site and waiting for a DNS update or a go-live command.

However, it is crucial to include payment terms in contracts that protect the agency in case of client delays or non-payment. Carlos and Judd suggest structuring payments in phases, such as thirds or sprints, to ensure stable cash flow and reduce risk.

Go-Live Preparation and Checklist

Launching a website involves more than just pushing a button. Judd stresses the importance of a comprehensive go-live checklist that covers technical, SEO, and security aspects. Key tasks include:

  • Verifying redirects and 301 mappings to preserve SEO equity
  • Checking tracking scripts for Google Analytics, Facebook Pixel, TikTok, and other marketing tools
  • Ensuring robots.txt and noindex settings are correctly configured to avoid blocking the live site or accidentally exposing staging environments
  • Hardening security by enforcing strong passwords, two-factor authentication (2FA), and protecting user accounts
  • Performing a final end-to-end QA, especially on e-commerce checkout flows

Judd warns against common pitfalls, such as accidentally launching a site still blocked by search engines or neglecting security hardening, which can lead to hacks. The checklist approach helps avoid these costly mistakes and ensures a smooth transition to a live environment.

Soft Launch Strategies

A soft launch can be an effective strategy for new applications or major redesigns. This involves deploying the site on a subdomain or subfolder and inviting a select group of users or customers to test it in a real-world environment before full launch.

Soft launches allow teams to collect user feedback, identify bugs, and optimize conversion rates through A/B testing without exposing the audience to potential issues. Carlos mentions conducting customer group studies with coupon codes and surveys to gather insights during the soft launch.

This phased approach builds client confidence and helps marketers plan post-launch optimization campaigns, including conversion rate optimization (CRO) and user experience refinements.

Post-Launch Maintenance and Security

Launching the site is not the end of the journey. Judd and Carlos emphasize the importance of ongoing maintenance and security to keep the website functional, secure, and optimized over time.

Key maintenance tasks include:

  • Regularly updating plugins, themes, and core software to patch vulnerabilities
  • Monitoring hosting environment changes, such as PHP version upgrades, to prevent site breakage
  • Keeping documentation and code comments up to date for easier future troubleshooting and development
  • Implementing staged environments and version control (e.g., Git) for enterprise clients to manage code changes safely

They also highlight how offering support and maintenance plans can create residual income streams for agencies and freelancers, helping sustain business health beyond the delivery of individual projects.

Security remains paramount. To prevent breaches caused by compromised user credentials, we enforce strong passwords, two-factor authentication, and ongoing client education.

Conclusion

Mastering development and launch is a multifaceted process that requires clear communication, disciplined scope management, rigorous quality assurance, and thorough preparation for going live. By following the practical advice shared by Carlos Kanea and Judd Dunagan, agencies and clients alike can reduce risks, avoid common pitfalls, and deliver polished, high-performing web applications.

From setting client expectations during development to managing complex custom features and ensuring a smooth go-live experience, this comprehensive approach lays the foundation for successful web projects that meet business goals and delight users.

Remember, the journey doesn’t end at launch. Ongoing maintenance, security, and optimization are essential to sustaining the success of ur web application in the dynamic digital landscape.

Frequently Asked Questions (FAQ)

What is scope creep, and how can it be managed?

Scope creep refers to the uncontrolled expansion of project requirements beyond the original agreement. It can be managed by clearly defining project scope in proposals, maintaining open communication, setting change request processes, and educating clients on the cost implications of additional work.

Why is client communication different during the development phase?

During development, the focus is on writing code and implementing designs, which requires deep concentration. Unlike the design phase, there are fewer opportunities for iterative feedback. Setting expectations up front helps clients understand that less frequent communication is intentional and necessary for productivity.

What is goldplating in web development?

Goldplating is when developers or designers add extra features or enhancements not requested by the client. While often well-meaning, it can lead to increased costs and delays without adding value from the client’s perspective.

How important is quality assurance (QA) before launch?

QA is vital to catch bugs, visual inconsistencies, and usability issues before the client sees the product. A layered QA process involving developers, designers, and project managers ensures higher quality, reducing the need for post-launch fixes.

What are the key steps to prepare a website to go live?

Key steps include verifying redirects, ensuring tracking scripts are intact, configuring robots.txt correctly, hardening security, performing final QA, and preparing for DNS updates to minimize downtime.

What is a soft launch, and why should I consider it?

A soft launch involves releasing the website to a limited audience on a subdomain or subfolder to test functionality and gather feedback before a full public launch. It helps identify issues early and build confidence in the final product.

Why is ongoing maintenance crucial after launching a website?

Maintenance keeps the website secure, functional, and up to date. Regular updates, monitoring hosting changes, and timely bug fixes prevent downtime, security breaches, and performance degradation over time.

How can agencies protect themselves from non-payment after project completion?

Agencies can protect themselves by structuring payments in phases, such as initial deposits and milestone payments, clearly defining payment terms in contracts, and requiring final payment upon project approval, regardless of launch timing.

For more insights and expert services, visit Bright Vessel and Bright Code.