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Bruce D. TemkinVP & Principal AnalystForrester Research
Choosing The Right Design Partner
Welcome to this session…
• Bruce Temkin, Forrester–How to evaluate an agency, Forrester-style
• Bill Kane, formerly of 1800mattress.com–Lessons learned from the trenches
• Q&A
Design agencies can really help…
… but there are two sides to every story
Forrester evaluates three elements
Note: New evaluation is
underway
Forrester Wave™: Interactive
Agencies For Transaction-Led
Web Projects, Q2 ’07
Selecting a design agency: Current offering attributes
How do clients rate their satisfaction with the firm for the evaluated site design project?
Satisfaction of reference clients
Do the firm's reference Web sites support and differentiate the clients' brands?
Brand Image experience
Do the firm's reference Web sites make it easy for users to complete their goals?
User experience
How well does the firm work with other services firms on shared engagements?
Collaboration abilities
How well does the firm ensure consistent processes and quality of work across its physical locations?
Cross-office consistency
Does the firm have the skills needed for world-class design?Skills and staffing
Does the firm's design approach focus on user input and feedback?
Design process
Does the firm follow best practices for using personas throughout the project lifecycle?
Persona application
Do the firm's reference personas demonstrate best practices?
Persona creation
Does the firm conduct primary qualitative research with target users?
User research
Forrester’s Website Review criteria
Forrester’s Website
Reviews of from agencies’
reference clients
Data is from Q2, 2007; new evaluation is
underway
Forrester’s Brand Image Review criteria
Data is from Q2, 2007; new evaluation is
underway
Forrester’s Brand Image Reviews of
Websites from agencies’reference
clients
Data is from Q2, 2007; new evaluation is
underway
Forrester’s evaluations of
personas created by agencies
Persona evaluation criteria
Selecting a design agency: Strategy Attributes
Does the firm have a clear, credible plan for succeeding in specific industry verticals?
Industry focus
Does the firm have a clear, credible plan to take advantage of emerging Web technologies?
Emerging Web technologies
Does the firm have a clear, credible road map for the future of its design practice?
Clarity of vision
How clearly does the firm think about and communicate the value of its Web design practice?
Market positioning
Selecting a design agency: Market Presence
How many offices does the firm have in North America?
Number of North American offices
By what percentage did the firm's 2006 design revenues change from 2005?
Revenue growthWhat were the firm's design revenues in 2006?Revenues
How many full-time equivalents does the firm have dedicated to its Web design practice?
Billable staff
Now that you’ve found the right agency…
• Know what you want to accomplish
• Insist on getting the “A” team
• Create the right incentives in the contract
• Chose a good project manager on your end
• Establish a clear governance structure
• Start with clear business goals
• Don’t skimp on understanding users’ needs
The results with your agency are up to you!
• Poor choice• Poor contract• Poor
management
• Good choice• Good contract• Good
management
Bruce D. Temkin
+1 617/613-6044
www.forrester.com
Blog (“Customer Experience Matters”):experiencematters.wordpress.com
Thank you
Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Bill Kane Bill Kane
Then
Vice President IMS & Web Development
This…is now!
Bill Kane Consultant
Question…
Are you doing or working in the same job classification as you did when you first started you’re career?
(There a reason I’m asking this question…really!)
New York City Police OfficeNew York City Police Office22 yrs AT&T (Major projects including 2 22 yrs AT&T (Major projects including 2 Democratic National Conventions)Democratic National Conventions)10 yrs as VP IT & Facilities 10 yrs as VP IT & Facilities –– AerAer LingusLingus Ltd. Ltd. (National Airline of Ireland) Call Center (National Airline of Ireland) Call Center Operations including union negotiations Operations including union negotiations 2 yrs with 1800mattress as VP IT & Web 2 yrs with 1800mattress as VP IT & Web Development. Development.
Choosing the right partner!Choosing the right partner!
Selection Process Selection Process –– Standard questions Standard questions you need to ask!you need to ask!Know your internal challenges and make Know your internal challenges and make sure they know it !sure they know it !Project Management Project Management –– Plain and simple?Plain and simple?
That age old questionThat age old question…”…”Does size really matter?Does size really matter?””
Large Large ––Strong project Strong project management tools management tools & processes& processesStrong support and Strong support and team infrastructureteam infrastructureDepth Depth Full Full Service/Service/TurnKeyTurnKeyHistory/ExperienceHistory/Experience/ Less Risk ?/ Less Risk ?Risk? Risk? –– Get lost in Get lost in the shuffle the shuffle Higher Price Higher Price $$$$$ $$$$$ Internal roadInternal road--blocks blocks
Medium Medium –– SmallSmallStrong project Strong project management tools management tools & processes& processesPersonal touch Personal touch ––YouYou’’re important to re important to themthemLess costly $$$Less costly $$$Full ServiceFull Service
InIn--house or house or outsourceoutsource
Limited depth Limited depth ––AskAsk……
What happens if ?What happens if ?
What does matter ?What does matter ?
Decide whatDecide what’’s important to you and your s important to you and your company!company!Industry Experience ? Industry Experience ? Speak to their customers, speak to their Speak to their customers, speak to their customers, speak to their customercustomers, speak to their customer……then then deduct 50% of what you here! deduct 50% of what you here! Take a look at past projects and results Take a look at past projects and results and speak to those on that project.and speak to those on that project.
WDM WDM –– ContCont’’dd
Have them Outline their approach to web design Have them Outline their approach to web design ––process & implementation process & implementation –– Who is overseeing it?Who is overseeing it?Ongoing support Ongoing support -- WeWe’’re open 24/7/365! Are you? re open 24/7/365! Are you? Understanding the selling environment challengesUnderstanding the selling environment challenges
CrossCross--channel ? channel ? How do you deliver on customer expectations How do you deliver on customer expectations when they are the same in all channels ! when they are the same in all channels ! How do we effectively measure success in ALL How do we effectively measure success in ALL CHANNELS?CHANNELS?WhatWhat’’s your definition of customer centricity!s your definition of customer centricity!
Project management tools Project management tools –– BaseBase--camp, etc. camp, etc. Decide who will have access internally. Decide who will have access internally. II’’ll explain latter!ll explain latter!
SEO/SEM SEO/SEM –– Not as obvious as you may think!Not as obvious as you may think!Debt of Services Available Debt of Services Available ––
CreativeCreativeContent & CopyContent & CopyMarketingMarketingVideo & PhotoVideo & PhotoSEO/SEMSEO/SEM
WDM WDM –– ContCont’’dd
Why we chose Why we chose TellusTellus ??
Strong track record in retail Strong track record in retail –– ReferralsReferralsWe related well with their past projects We related well with their past projects One stop shoppingOne stop shoppingContract Flexibility Contract Flexibility –– Willingness to work with us!Willingness to work with us!Proper integration of Proper integration of ““best practicesbest practices”” and customized approach. and customized approach. TeamTeam (Project Mgt, designers, coders, creative, etc)(Project Mgt, designers, coders, creative, etc)Took the time to understand our business and its challenges prioTook the time to understand our business and its challenges prior to r to their final presentationtheir final presentationPersonalized their presentationPersonalized their presentation –– ““What do I mean by that? They What do I mean by that? They knew their audience and spoke to their expectations and their leknew their audience and spoke to their expectations and their level vel of web experienceof web experience””
The Gremlins!The Gremlins!
A gremlin is an English folkloric creature, commonly depicted as mischievous and mechanically oriented witha specific interest in aircraft.
Gremlin
From Wikipedia, the free encyclopedia
Websites
They can come from They can come from anywhere! anywhere!
Sales
Marketing
Operations
Executive Offices
Merchandising
How do you manage the How do you manage the ““Gremlins?Gremlins?””
Discovery phase Discovery phase –– accept accept no excusesno excusesInformation and site Information and site preview preview –– make it make it available! Base Camp, available! Base Camp, etc.etc.Remind all internal Remind all internal customers that itcustomers that it’’s their s their responsibility. Then responsibility. Then remind them again!remind them again!
What about the existing What about the existing site? site?
Best PracticesBest PracticesMktgMktgBells & WhistlesBells & WhistlesIncluded in price?Included in price?
Why did I tell you in the beginning that I was a cop?When looking for an agency, there are common practices you need to follow:
Investigate their background Investigate their background Measure their success & failuresMeasure their success & failuresAsk questions pertinent to Ask questions pertinent to youryour needs! needs! They will always focus on their strengths. They will always focus on their strengths. You need to uncover their weaknesses!You need to uncover their weaknesses!
Q&A
• Bruce Temkin–VP& Principal Analyst, Forrester Research
–Blog: experiencematters.wordpress.com
• Bill Kane–Consultant
–Mobile: 516.639.4768
