Web Strategy: What is it and why we need to care
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Web StrategyWhat It Is & Why We Need to Care
Jason Pamental | @jpamental
Future of Web Design | NYC 2010
Wednesday, November 17, 2010
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About me
✴ Jason Pamental Web Strategist, Designer, Technologist
✴ Have worked as strategist, designer, developer and cat-pixel-wrangler since roughly the launch of Netscape 1
✴ Can be found @jpamental in most places
✴ Post thoughts, work and pics from Instagr.am @ thinkinginpencil.com
Wednesday, November 17, 2010
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Write this down
✴ What we do as web professionals is awesome (and I don’t mean just cool)
✴ The web has the potential to be the single most pervasive & transformative development in the history of business
✴ But only if we learn enough about that organization to see how it can be applied
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“I need to hire a web designer”
and why this is the worst possible thing to hear from a potential client
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“I need to hire a web designer”
what they really mean is
because when they say
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“I need a web solution”
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The bad news first
✴ They probably don’t know what’s involved
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The bad news first
✴ They probably don’t know what’s involved
business analysis discoverystakeholder interviews
requirements/needs analysis
user research
information architectureUX IxD
content development
prototyping
visual designHTML/CSS
development
testingdeployment social media integration
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Here’s the good news
✴ They’re asking you for the solution
✴ You’re the expert – be one
✴ Communicate. Educate. Illuminate.
✴ An educated, engaged client is always a better client
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This is where web strategy comes in
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Web strategy: a definition
Web strategy is about using knowledge of your client’s business & your fresh perspective to find opportunities that transform your client’s business. It’s selecting the right technologies to solve problems & create opportunities by applying them with great design
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Web strategy is NOT content strategy
✴ It’s broader than that – it’s about leadership and the growth of our industry
✴ It’s about seeing the whole picture
✴ Look across silos – within your client’s organization and within your own group
✴ Help your client see new possibilities through your lens of design and technology
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Head of the tripod
✴ We’re not just designers or developers
✴ We’re consultants (sorry – wasn’t supposed to use profanity)
✴ We must understand our client’s business & see the things they can’t
✴ Use you knowledge of design & intimacy with technology to truly transform
✴ Don’t forget that your client is likely a user too
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Um, OK. How?
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Get out of your silo
✴ Inspiration and innovation come from looking outward for a better view in
✴ FOWD 2008: Hillman Curtis’ James Victore movie, Transit maps – look everywhere & at everything
✴ Look at new ideas in business education and management (design thinking, motivation, psychology – see bibliography on last slide)
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Why we should care
✴ Happier clients = better recommendations and more work
✴ Greater opportunities to do great work
✴ Progression in our field leading to greater acceptance/integration of web design and technology throughout our clients'/employers' businesses
✴ (leads to more of points one & two)
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Who are these mythical creatures?
(here’s some examples)
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Dan Mall
✴ Senior Designer at Big Spaceship
✴ Technical Editor at A List Apart
✴ Flash guru (sorry, but it fits)
✴ Knows tech backwards & forwards – a comfy pencil in his design kit
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Paul Boag
✴ Been designing/developing sites since he had hair
✴ Is near-terminally curious
✴ Always looks through the eyes of the client & the user
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You (if you want to be)
✴ You have two sides of your brain – engage both
✴ Be curious & act on it
✴ Be a "Mad Scientist" - experiment, try stuff
✴ Learn about business – how it works, how to influence it
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Businesses are like people, only bigger
but challenges are different for organizations & agencies
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Corporate/In-house web teams
✴ Web team usually part of marketing, corporate communications or IT
✴ Usually very little incentive/interest in working across those boundaries (time, cost, executive ego)
✴ Needs to start at the top: CWO & team should focus on customer while serving all departments but not reporting to them
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Agencies/Interactive Design Shops
✴ Too often reactive and not willing/able to look more closely at client’s business
✴ Must look behind request to understand the ‘why’; study the client to find value we can deliver based on ideas they couldn’t have imagined
✴ Better off with smaller starter project to sort out the ‘why’ & the ‘what’ – show the value of our expertise rather than load up a huge budget to counter what we don’t know
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Project: Sail Trade-in Program
✴ North Sails runs a yearly promotion called ‘Trade In/Trade Up’
✴ Involves direct mail, print ads, invoice stuffers, online promotion, receiving, fulfillment and accounting (for the rebates)
✴ Marketing, Sales, IT (data), Accounting(4 departments, 4 budgets, 4 execs)
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Process Flow✴ Direct Mail/Email/Print & Online Ads drive traffic to
the web site
✴ Sales data uploaded by IT nightly
✴ Customers fill out form with information from their invoice and an email address
✴ Customer prints out rebate form/label & sends sail to fulfillment center
✴ Staff receive sail and log those 2 numbers to 'check-in' the sail (can be a partial fulfillment for a multi-sail order)
✴ On check-in, email is generated to Accounting notifying that a rebate is ready to issue
✴ Accounting logs in & prints a list of customers, data, amounts of eligible rebates & marks all as ready to send
Marketing:Print/online campaign
IT:Nightly data load
Customer: ship sail to receiving
Check-in notifies acct’ing
Accounting sends check
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Outcomes
✴ Eliminated dozens of hours of labor every week
✴ Cut Rebate time from 8wks to 2wks or less
✴ Took ~3 days to build
✴ Has been reused for several years w/no re-coding
✴ All it took was some observation and a few good questions to discover the pain points and big opportunities for efficiencies
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So how do we get there? Education
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Who are the ideal candidates?
✴ It's not for beginners, other than in concept
✴ Ideal for those who have been working in the field for a number of years
✴ More suited to designers/design thinkers with aptitude for technology & business rather than the other way around. Creativity harder to teach than technology
✴ Could be Continuing Ed or Grad level
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What to teach
✴ Communication – if we can’t get our ideas across, they don’t exist
✴ Look at new MBA programs like Rotman - Innovation in business & design thinking are tremendously relevant to what we do in the best web projects
✴ Examine/understand how business works: open your eyes & look across enterprise to see points of intersection - that's where the opportunities are to use web technologies to create the greatest, most innovative solutions
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Wrap it up
✴ We have to define, embrace and espouse the role of web strategist – which in turn
✴ Leads to needing classes to help develop those who seek to fill those roles – which in turn
✴ Creates a culture that recognizes value of strategy & design in making most out of web technology on any device/platform in the most useful, usable ways, both within companies and with the agencies/shops they hire
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Thank you!It’s been an honor to speak with you
Jason Pamental | @jpamental
Future of Web Design | NYC 2010
Wednesday, November 17, 2010
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Hello.
Awesome
I’m a web professional and I make
web strategy FTW
Been there, done that – buy the t-shirt: http://www.cafepress.com/thinkinginpencil
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Suggested Reading
✴ The Design of Business (Roger Martin)
✴ Subject to Change (Peter Merholz, Todd Wilkens, Brandon Schauer, David Verba)
✴ DRiVE (Daniel Pink)
✴ Linchpin (Seth Godin)
✴ The Tipping Point (Malcolm Gladwell)
✴ MTIV (Hillman Curtis)
Wednesday, November 17, 2010