Web Site Redesign: prioritize stakeholders

So who is your day-to-day client for the redesign project? Does she have decision making authority? Does he have a boss to please? Who else has input on the project?Understanding and getting input from all relevant stakeholders is critical to the success of the project. But managing their expectations and prioritize their importance is just as critical.

A single point of contact (SPOC) is critical to take all the internal input, distill what is critical and DECIDE on what will and wont be accepted. That person must also be able to push back on some of his/her colleagues and not allow someone with lower importance insist on something or derail the project.

Face it, there is no way to make everyone happy. But there are ways to managing expectations.

Upfront, make it clear that input is welcome from all parties — business unit owners, customer relations, Marketing, Product, IT, R&D, HR, etc. — as part of the discovery phase. But do not invite all these disciplines to comment on creative design, copywriting, development. That’s inviting too many cooks into the kitchen, will delay the process and possibly muck up your project with political posturing.

Once you know what’s important to each stakeholder, it all gets prioritized against the main site goals AND THE VISITOR GOALS. Then you stick to your plan.

What do you think? Please post your comments.
Thanks.
-Roland

Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.

©2006 Roland Reinhart. All Rights Reserved.

The growing phenomenon of ‘Internet’

This is hysterical and sobering news report circa the early 1990s explaining what the Internet is.

This jem found on Throw away your tv. With just a computer and a phone, you can connect to INTERNET! Check out this documentary.

Thanks to Marty at the BloatedTrout blog for digging out this jem.

What I learned:
People spend about $200 a year to be part of this exclusive global community.

The journalist explains about “little signs known as emoticons” and how to turn your head sideways to read a smiley or frowny face.

“The Internet is becoming part of our life every day much much more.”

“The Internet is growing like an embryonic brain, at a rate of 10% per month.”

My first exposure to the Internet was around early 1995. A friend showed me the Disney Web page using Prodigy. I was not impressed at the time.
:(

It wasn’t until late 1996 I started diving seriously into it and shifting my career path accordingly.
:)

What do you think? What was your first experience online? Has the Internet exceeded your wildest expectations? Please post your comments. Thanks.

-Roland

Being heard around the world

I listen to a number of podcasts during my commute:
- Technology News (This Week in Tech, This Week in Media, DL.TV, Inside the Net, Diggnation, What’s New New, Engadget, Cranky Geeks)
- Advertising and Marketing (The Advertising Show, RadioLounge, 360 View, Business Tips and Traps)
- Mac-specific (MacWorld, The Mac Geek Gab, MacCast, Mac Tips Daily)
- Favorite TV shows (Lost with Jay & Jack, Generally Speaking Lost Podcast, SciFi Channel Official Battlestar Galactica Podcast)
- Fun (Ask A Ninja)

A few weeks back, the host of MacWorld podcast solicited listeners to record their experiences with Macs. I did because I really wanted to win an iPod Nano FM Transmitter. This morning, I found an email from the host saying my comment was selected and included in their latest podcast.

There is something cool and exciting about hearing your voice online (plus my comments are being heard round the world by MacWorld listeners).

Check it out if you are interested:
Macworld Podcast #40 05/25/2006
My comment starts about 25 minutes into the Podcast.

What do you think? Have any great podcasts to share? Please post your comments. Thanks.
-Roland

Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.

©2006 Roland Reinhart. All Rights Reserved.

Cool Tip: Giving your blog a voice

BLOATED TROUT: WWW - make your blog a podcast… with robot voice!

An interesting, free, tool for your readers to listen to your blog. Check it out.

Web Site Redesign: Assess the Competition First

Part of your discovery research on a redesign project must include an assessment of what the competition is doing. Have your client define exactly who they believe their top competitors are. Try to break those down into several categories, such as: manufacturers, retailers and niche specialties.

What you should hope to achieve is an understanding what other companies in the space are doing, how they are talking to consumers and what unique approaches they have implemented.

Create a grid for basic comparison. Make each Web site a column and each row a unique attribute. Be sure to include the client’s site as well. Then methodically go through and identify what each site does. Examples:
- Types of consumer registration (newsletters, free trial, purchase, etc.)
- Types of customer support (24/7, online chat, email, phone, etc.)
- Types of consumer tools for decision making (product education, product comparison, etc.)
- Search Engine Optimization — have pages been optimized for natural search?
- Brand voice or essence — Does the copy speak to the consumer in a compelling way, or is it dry, corporate/marketing speak.

Be sure to sign up for any free stuff to get a sense of how the registration processes work and what types of email marketing they do.

This comparison is only limited by your imagination. But as you begin to cruise through each site, you’ll think of more points to evaluate.

Now you’ll be armed with good ideas to deliver on a best in class Web site.

What do you think? Please post your comments. Thanks.
-Roland

Roland Reinhart is an interactive marketing professional. His observations can be found at NewMediaSandbox.com and Chaos365.com.

©2006 Roland Reinhart. All Rights Reserved.

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