Questions 3 and 4
What about content?
Content should come before design, but it doesn't always happen that way.
"Many brand clients want their design firms to just go ahead and design the web pages," Paley explains. "'We'll fill in the content later to fit whatever you design.' This is a mistake and puts the cart before the horse. Websites are not primarily about how beautiful they are or how well they express branding elements -- they are about effectively communicating content. Design is about figuring out the optimal way to do just that, while also promoting the brand. So, without having a significant sampling of the content that will live on the site, the designer is incredibly handicapped. It is very important to focus on content development as a first step toward a new website design."
What about the users?
At the end of the day, two distinct groups are going to use the website: you and your customers. While you have a good chance of teasing out what you need from your website, getting a handle on how the user will react to the site is often a little more complicated.
Clients that understand the importance of user experience always get more out of the web designers, says Tim Irvine, creative director at Acquity Group.
"One of the best questions I've ever read in an RFP was, 'How have you used UCD (user-centered design) to create delightful experiences?'" Irvine says. "You've got to love when an RFP uses the word 'delightful,' particularly in the context of demanding a user-centered solution. This question demonstrates a sophisticated client who understands the surprise and delight associated with a big idea that grows out of customer insight."
But you don't have to be that sophisticated to make sure that your web design firm is thinking about your customers every step of the way. According to Irvine, it's a good idea to simply ask a lot of questions about user experience.
"Essentially you want to get a sense for their process and commitment to user-centered design principles," Irvine explains. "At a very basic level your agency should be presenting an iterative process that involves users at multiple checkpoints, including but not limited to, usability testing. Ideally you'll hear about personas, card-sorting exercises, and primary research aimed at better understanding your customers."
